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MARKET SUMMARY

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 ...

DEMAND ANALYSIS

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: TNS-Sofres
According to the CNews sushi ...

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 TNS-Sofres
In addition, sushi consumption increases as education levels increase : it is the second determining factor in the consumption ...

2.3 Trends

The growth of home delivery
Faced with strong competition in the sushi market, the brands have adapted and focused on home delivery . So much so that Japanese catering represents **% of the total of home catering (***).
The brands have focused on the development of home delivery platforms such as Uber Eats or ...

MARKET STRUCTURE

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 TNS-Sofres
The chosen channel is different however, slightly according to the frequency of consumption of the French. This is ...

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 ...

ANALYSIS OF THE OFFER

4.1 Price

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 TNS-Sofres
Makis - roll-shaped sushi wrapped in seaweed Temakis - the ...

RULES AND REGULATIONS

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 ...

POSITIONING OF THE ACTORS

6.1 Segmentation of actors

  • Sushi Shop
  • Planet Sushi
  • Eat Sushi
  • Matsuri
  • Côté Sushi
  • Lady Sushi
  • O’Sushi
  • Sushi Plaza
  • Sushi Daily
  • Hana Group
  • Sushiman (Kimoco SAS)
  • Sky Kitchens
  • My Sushi
  • Sushi B
  • Miushi Bistro d’Asie

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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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Azelie Prigent

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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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