The pokebowl market in France

A poké bowl, or "poke", is a dish ofHawaiian origin which, according to the traditional recipe, consists of raw tuna, salt, bancoulier nuts and seaweed.

Poke bowls are generally found on menus in the fast-food category, i.e. establishments offering mainly takeaway meals or food trucks, but excluding sales via vending machines. This category is defined by fast service, simple dishes, attractive prices and the ability to handle high demand.

When poké bowls first appeared in France 9 years ago, they were seen as a passing fad. Contrary to expectations, it has become a permanent fixture on the French culinary scene. Thanks to its often healthy ingredients, Instagrammable visuals and value for money, the poké bowl has become a classic lunchtime snack for the French.

The success of poké bowls is reflected in the proliferation ofspecialist outlets: Pokawa (120 sales outlets in France), Poké Bar, Poké Me, Poke House, Island Poké, Konapoké, and more. The concept has also been taken up by many Asian and Thai restaurants, where poké bowls are now readily available. Some other restaurant categories, sensing a business opportunity, are even offering revisited versions of the poké bowl in their own way.

By 2024, an estimated 200 million poké bowls will have been sold in France, representing a market size of between 1.98 and 3.38 billion euros, depending on the prices charged by industry leaders such as Pokawa. This growth is due in particular to changing eating habits, increased attention to product quality, and consumers' quest for transparency and environmental commitment.

Today, this market is structured around several major players, including Pokawa, the European leader with over 110 outlets, as well as Poke Me and Poké Bar. These brands stand out for their communications focused on product freshness, waste reduction and on-site preparation, while gradually integrating social and ecological commitments.

The aim of this study is to analyze the dynamics of this fast-growing market, based on available data, the strategies of the main players, and consumer expectations. It will provide a better understanding of growth drivers, changes in demand and opportunities to be seized in a sector that combines fast food, healthy eating and social responsibility.