1.1 Definition and presentation
Sushi represents the set of dishes of Japanese origin based on boiled rice combined with other ingredients, among the most widely used raw fish or vegetables.
Today the term symbolizes an entire culinary tradition that has expanded worldwide, but originally dates back to about 2000 years ago. Boiled rice was in fact used in Japan as a method of preserving fish, which was placed between layers of rice, originally the rice was not eaten, but over time became part of the dish.
There are several types of sushi:
- Makis - roll-shaped sushi wrapped in seaweed;
- Temakis - the preparation is similar to maki, in the form of a cone;
- Nigiris - Raw fish slice on an oval rice ball.
Sushi is mainly served 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 French market is one of the most mature markets in Europe, as sushi is one of the most popular fish dishes. While the market was showing very strong growth rates, it seems to be showing some signs of saturation as many restaurant and delivery chains had to slow down their activity. The market also has to cope with the increase in the prices of the fish that make up sushi (tuna, salmon and shrimp, etc.), which have been increasing in recent years, as production has not kept pace with the level of demand.
However, distribution in supermarkets, concentrated around a few players, seems to be doing rather well, with increasing penetration rates.
1.2 A dynamic global market, both inside and outside Japan
Sushi is strongly rooted in Japanese culture and this is strongly reflected in the income generated by sushi restaurants in Japan. Revenues were slightly impacted by the crisis between **** and ****, losing *% of their value (***). [***]
Revenue generated by sushi consumption Japan, ****-****, in trillions of yen CAGR ****-****: *.*% Source Anan-zaidan
In ****, there ...
1.3 The French market
Sushi sold in restaurants
The French market is the leading market in terms of sushi consumption in Europe with sales of around *** million euros . [***].
In ****, there were *,*** sushi restaurants in France. The majority of these (***) were then located in the Île-de-France region, i.e. around ****. [***]
Even if the market has experienced ...
1.4 L'impact de la crise Covid-19
Le secteur de la restauration a fortement souffert des confinements de l'année **** dans la lutte contre le Covid-**. Le marché du sushi n'échappe ainsi pas à cette règle. Néanmoins, le sushi s'est taillé une part de choix dans la commande de repas en livraison, venant soulager, bien que ...
2.1 French demand: an exceptional product that is increasingly being consumed
Sushi consumption is a relatively recent phenomenon. Indeed, even if the market developed strongly in the ****s and especially in the ****s, **% of consumers had started eating sushi less than three years ago in **** .
The moment when french people first started eating sushi France, ****, % Source: ****
According to the CNews sushi is ...
2.2 A young, educated and Ile-de-France average consumer
While **% of **-** year olds regularly consume sushi, this share is **% for **-** year olds and only **% for those over **.
Share of French people regularly eating sushi by age group France, ****, % Source: ****
In addition, sushi consumption increases as education levels increase : it is the second determining factor in the consumption of ...
3.1 Raw material prices are on the rise
The sushi market is highly dependent on the fish market, the main raw material used to make them. In recent years, the price of these inputs has remained relatively stable.
The salmon, tuna and shrimp prices peaked in France in ****, but these prices have since stabilized (***). The graph below shows the ...
3.2 A distribution mainly distributed among supermarkets, sushi chains and independent restaurants
The main distribution channels for sushi are japanese restaurants, takeaway restaurants, the sushi chains and the SUPERMARKETS. The graph below shows that restaurants (***).
French people's favorite types of japanese restaurants France, ****, % Source: ****
The chosen channel is different however, slightly according to the frequency of consumption of the French. This is particularly ...
3.3 Growing franchised chains
For sushi chains as well as fast food chains, the model of excellence is that of the franchise. As explained on the website of All the franchise The overall investment consists of an entrance fee and the purchase of equipment, financed by a personal contribution and a loan. The restaurant pays ...
3.4 Le dynamisme de la vente en GMS et en livraison
La croissance de la livraison à domicile
Face à une concurrence forte sur le marché du sushi, les enseignes se sont adaptées et ont misé sur la livraison. Si bien que la restauration Japonaise représente **% du total de la restauration à domicile (***).
Les enseignes ont misé sur le développement de plateforme ...
The price of sushi varies according to the distribution channel of the type of sushi but also to the additional ingredient (***). In addition, restaurants usually offer trays or formulas with an assortment of sushi, which further increases the price range at which sushi is sold.
The table below gives an overview ...
4.2 The French prefer some sushi to others
There are many types of sushi. It is quite difficult to assess the distribution of sales of each type of sushi. However, the graph below shows the French preferences for each product.
French people's favourite types of sushi France, ****, % Source: ****
Makis - roll-shaped sushi wrapped in seaweed Temakis - the preparation ...
5.1 Sushi shops are subject to the rules governing catering
The sale of sushi must comply with the regulations governing food sales: in particular the payment (***) No ***/**** which lays down the hygiene rules to be followed for food of animal origin. [***]
To open a sushi restaurant, you must meet a number of conditions:
Obtaining a operating license following training. The training ...
6.1 Segmentation of actors
- Sushi Shop
- Planet Sushi
- Eat Sushi
- Côté Sushi
- Lady Sushi
- Sushi Plaza
- Sushi Daily
- Hana Group
- Sushiman (Kimoco SAS)
- Sky Kitchens
- My Sushi
- Sushi B
- Miushi Bistro d’Asie
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