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MARKET OVERVIEW

1.1 Definition and scope of study

Sushi is a Japanese dish based on cooked rice combined with other ingredients, among the most used raw fish or vegetables.

Today, the term identifies an entire culinary tradition that has expanded throughout the world, but originally dates back to about 2000 years ago. Rice was in fact used in Japan as a method of preserving fish, which was placed between layers of the grain and it was originally not eaten, but over time it became part of the dish.

There are several types of sushi :

  • Maki : sushi in the shape of a roll wrapped in algae
  • Temakis : preparation is similar to maki but is has a cone shape
  • Nigiris : Raw slice of fish in an oval sphere of rice

Sushi is served mainly in restaurants, but with the growing popularity of this dish around the world, it is increasingly distributed in supermarkets as well as on delivery.

The global market is expanding rapidly, driven by the dynamism of Japanese restaurants in all regions of the world, led by Asia and North America.

The Japanese cuisine arrived in Brazil brought by the oriental immigrants who came to work in the country's coffee plantations in the 20th century. For many, many years the cuisine of Japan was considered exotic and difficult to access. Today, the Japanese food industry is already traditional among Brazilians, accounting for 6.8% of the food market, growing strongly in the franchising universe with about 11,500 Asian food restaurants operating in Brazil, 3,000 in Greater São Paulo alone. [Brazilian Franchising Association]

After temaki and later ramen mania, the largest sushi restaurant chains in the country have invested heavily in products that meet the new needs of their customers. Today, many menus already offer the option of the customer to replace the traditional shari (white rice) with brown rice, or temaki made with cereal flakes instead of rice. These changes aim to make the meal less caloric and with a different flavor.

DEMAND ANALYSIS

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE PLAYERS

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Analysts

chargé d'études économiques, Xerfi

Hugo Schott

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Associate Consultant

Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Analyst

Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Consultant

Pierrick Cudonnec

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Project Finance Analyst, Consulting

Maelle Vitry

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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EDHEC

Imane Essadiq

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Auditeur

Vincent Defrenet

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Eva-Garance Tison

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Market Research Analyst

Michela Grimaldi

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Market Research Analyst @Businesscoot

Azelie Prigent

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Market Research Analyst @Businesscoot

Cantiane Gueguen

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Consultant

Jules Decour

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Alexia Vacheron

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Emil Ohlsson

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Anna Oeser

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Gabriel Salvitti

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