Summary of our market study

As of 2020, following the global trend, the sushi market in Brazil faced significant challenges due to the COVID-19 pandemic, which led to restaurant closures and job losses, with a potentially lasting impact on up to 30% of dining establishments. Prior to this setback, sushi had seen a growing preference in Brazil, with a 21% increase in global sushi restaurant revenues between 2012-2018, despite a dip during the 2008-2011 financial crisis. Sushi's popularity in Brazil was underpinned by demand for healthier lifestyles and the nation's diverse culinary adaptation, leading to innovations like sushi cones and tropical fruit blends within the dish. The market was largely dominated by franchises with two-thirds of industry revenue, with examples like TrendFoods and Grupo Halipar showcasing significant scale, with TrendFoods associating with Gendai and China in Box for a turnover of 425 million R$ in 2019. Price competition and consumer preference for delivery services remained key factors, with IFood, Uber Eats, and Rappi becoming prominent delivery options. Import reliance for fish such as salmon mainly from Chile and Norway presented cost challenges amidst the devaluation of the Brazilian Real. Despite these obstacles, Brazil's massive production of fish like tilapia, and the gradual increase in fish consumption per capita (from 6.04 kg in 2005 to 9.09 kg in 2017), indicated a market poised for recovery and growth post-pandemic..Title: Sushi Consumption Trends in Brazilian Market In Brazil, sushi has become more than a Japanese delicacy; it is a culinary trend that intertwines with the fabric of Brazilian food culture. The dish's popularity has risen impressively, with a 21% revenue increase from 2012 to 2018 in sushi restaurants globally, which included substantial growth in Southeast Asia and North America. This popular Japanese dish has also made a significant mark in Brazil, a country home to one of the largest Japanese populations outside Japan, particularly in cities like São Paulo. Sushi in Brazil has been creatively adapted to suit the local palate, often incorporating ingredients such as cream cheese and tropical fruits, which are otherwise uncommon in traditional sushi. Brazilians have shown an interest in personalized flavors over strict adherence to traditional preparation methods. Sushi's proliferation in Brazil is evident, with varied forms like Makis, Temakis, and Nigiris widely available not only in specialty restaurants but also in supermarkets, churrascarias, and even gas stations. The Brazilian market for sushi reflects its global promise. According to the Brazilian Franchisees Association (ABF), the Japanese food sector commands nearly 7% of the country's food segment. In monetary terms, this translates to a sushi market size estimation of between approximately 2.5 and 3 billion Brazilian reais, considering the overall revenue of restaurants and bars. While the COVID-19 pandemic posed significant challenges, including temporary closures and a potential long-term impact on up to 30% of restaurants and bars, Brazil's culinary businesses had shown robust growth pre-pandemic, with a 4.8% increase in revenue between 2018 and 2019. Brazilian eating habits initially suggested a limited market for sushi, as meat consumption historically outweighed fish. However, there has been a gradual but evident shift towards healthier eating, with fish and seafood consumption on the rise, suggesting a potential for sushi's continued growth in popularity. Furthermore, Groupon's study highlights sushi as the second favorite dish among Brazilians, indicating a strong market affinity. This preference, coupled with Brazil's tendency to create unique sushi adaptations, presents a distinctive market segment. Most fish utilized in Brazilian sushi is imported, with a majority coming from Chile and Norway, given the local production is predominantly of other fish types like tilapia. This reliance on imports makes the industry sensitive to currency fluctuations, which can affect prices and consumer accessibility. The market structure is largely dominated by franchises, which effectively harness brand recognition and operational efficiency to secure significant.### Key Sushi Market Players in Brazil's Culinary Landscape Brazil's fascination with sushi has spurred the growth of various franchise chains, significantly impacting the sushi market structure in the country. These main players have not only increased the reach of sushi across Brazil but also adapted the traditional Japanese offering to cater to the local palate. A few major companies have carved out their niche, showcasing their unique positioning and influence in the Brazilian sushi industry. Each business brings a distinct flavor and dining experience to the table, contributing to the overall dynamism of the industry. #### TrendFoods TrendFoods stands prominent among the sushi industry titans in Brazil, with its influential brand presence and expansive chain of establishments. Notably, they operate under Gendai and China in Box – brands that resonate with quality sushi and Asian cuisine among Brazilian consumers. With over 220 restaurants, TrendFoods extends its reach, offering a diverse array of sushi options and building a loyal customer base. #### Grupo Halipar The Grupo Halipar conglomerate showcases its versatility through its array of brands catering to different segments of the Asian culinary market. Having brands like Jin Jin Wok, Jin Jin Sushi, and Little Tokyo under its wing, the group covers various aspects of Asian dining. This include quick-service counters and more traditional sushi dining experiences. The company's expansive network of 350 restaurants emphasizes its market significance. #### Makis Place Makis Place, a unique player with a strong market presence, emphasizes quick and accessible sushi dining with its 140 restaurants across the country. Their innovative approach to sushi, including unique creations that blend Brazilian tastes with Japanese traditions, enables them to attract a wide range of customers looking for fast, casual, yet authentic sushi experiences. #### Koni On the more specialized end, Koni brings a streamlined focus to the sushi craze in Brazil, operating around 80 restaurants. Koni leverages a tailored approach to marketing and customer engagement, building a robust brand identity around the joy of sushi consumption. The chain emphasizes convenience and quality, securing its position in a crowded marketplace. Together, these main sushi market players in Brazil maintain a delicate balance of innovation and tradition. They put forth an alluring culinary narrative that entices sushi enthusiasts nationwide. Their success reflects the nation's growing appetite for sushi, setting the pace for industry growth and diversification.
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Summary and extracts

1 Market overview

1.1 Definition and scope of study

Sushi is a Japanese dish combining shari (sticky rice prepared with vinegar) and neta which is the rice’s topping and is most often raw fish.

There are different types of sushi, most being one of the following :

  • Makis : a small roll wrapped in seaweed
  • Temaki : similar to the maki but in the form of a cone (a variety that is pretty popular in Brazil as there are restaurant chains serving almost exclusively sushi cones)
  • Nigiris : a slice of raw fish on top of an oval-shaped rice ball

Sushi restaurants worldwide experienced an increase in revenues of 21% between 2012 and 2018 riding on the rising popularity of the dish around the world and on the continuous growth in Southeast Asia and North America. Once a food found only in specialised restaurants, nowadays sushi is increasingly distributed in supermarkets, shops and in Brazil, they are also commonly offered in churrascarias (the country’s traditional all you can eat steakhouses).

Brazil has a very large Japanese community (there are over one and a half people of Japanese descent in the country according to the Ministry of Tourism) and some cities like São Paulo have entire neighbourhoods dedicated to the relationship between both countries. Living in such a melting pot of different cultures, Brazilian people often put their own spin on foods and traditions coming from foreign countries, creating opportunities in every market that can’t be found elsewhere (such as the aforementioned sushi cones i.e.). This is why it isn’t uncommon to find cream cheese or tropical fruit in sushis in Brazil, people don’t have as much interest for doing things in the traditional as you would expect in other countries. 

This study will also give an insight on how the impact COVID-19 has had on this market and how things are looking as Brazil looks to get past this global pandemic. 

1.2 A dynamic global market

Sushi is strongly rooted in Japanese culture, which subsequently has a positive effect on the revenue generated by the industry. These revenues were slightly impacted by the crisis between **** and **** losing *% of their total value over that time span since households were more reluctant to go to restaurants, especially since sushi ...

1.3 The Brazilian Market

The promise and growth the market shows on a global scale also hold true in Brazil. According to the Brazilian Franchisees Association (***). [***] This estimate does however have its flaws since the Japanese dish can be found in many other types of restaurants that aren’t specialised in Asian cuisine and are ...

1.4 COVID-19 Impact

Even though it is still a bit early to know just how Covid-** has impacted the sushi market in Brazil, there are a few indicators that can help at least have an idea of what happened. As it relies heavily on the activity of restaurants the sushi market has taken a ...

2 Demand Analysis

2.1 Brazilian Eating Habits

At first look, it would look like Brazilian people aren’t really built for the sushi market. Their favourite type of food is meat, having the *th biggest consumption per person per year in the world (***) and the more you go South the more people eat red meat. That is why ...

2.2 Consumer Behavior and Preferences

Opinion Box conducted a survey in **** to better understand consumer behaviour and preferences in Brazil in regard to eating giving some helpful insight that can be used for the sushi market.

First off, a couple of things point to the opportunities the sushi market presents. **% of people declared eating out more ...

2.3 Particularities of the Brazilian Market

As mentioned before the Brazilian sushi market is very particular in the sense that it offers many more opportunities than just traditional sushi as we know it. First off in the fish that is used, even though we consider the country as a whole, the two most popular types are salmon ...

3 Market structure

3.1 The Origins of the Fish

Brazil is without a doubt a huge producer of fish and seafood, fishing a total of *** *** tons of produce in **** that generated around * billion reais and this market only increases every year, with the country’s total production increasing **% over the last * years. Unfortunately, this doesn’t translate to the sushi ...

3.2 The Dominance of Franchises

The sushi market in Brazil is made up of thousands of players, ranging from restaurants to supermarkets to even select gas stations. This makes for a very fragmented market where it is difficult to amass market shares. To have an idea of this tough competition, in São Paulo today, there ...

4 Analysis of the offer

4.1 Prices

Prices vary a great deal depending on the quality of the sushi and of the region or city you find yourself in Brazil. To have a general idea of what prices can be, here is a comparison between three chain restaurants in Rio de Janeiro for typical products :

Source: ****

4.2 Different Types of Dishes

The Brazilian market includes all the traditional sushi known around the world, such as but not limited to :

Makis : sushi in the form of a roll wrapped in seaweed Temakis : the preparation is similar to maki, in the form of a cone Nigiris : Slice of raw fish laid on an oval-shaped ...

5 Regulation

5.1 A tougher regulation to avoid sanitary issues

Being a type of food that is most often raw, sushi sales have a whole set of hygiene protocols and health regulations on top of the usual rules for restaurants and bars, such as :

Sushis and similar dishes must be prepared and assembled in an isolated, exclusive and air-conditioned area, in ...

6 Positioning of the players

6.1 Segmentation

* : Owners of Gendai and China in Box

* : Owners of Jin Jin Wok, Jin Jin Sushi and Little Tokyo but also of many other franchises that are not a part of this market

  • TrendFoods
  • Jin Jin Suhsi
  • Makis Place
  • Koni

List of charts presented in this market study

  • Nombre de restaurants japonais par zone géographique
  • Revenus du à la consommation de sushi
  • Taille du marché de la restauration
  • Consommation de poissions et fruits de mer
  • Types de restaurants préférés lors des sorties
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Companies quoted in this study

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Jin Jin Suhsi
Makis Place

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