Summary of our market study

Since 2020, the German sushi market has continued to show resilience and adaptability despite the drop in the number of taxable restaurants due to the pandemic, with revenues falling to €22.5 billion in 2020 from €31 billion. However, demand for sushi remains strong, particularly among younger consumers who value convenience over quality. The trend towards home delivery and the growing number of supermarkets offering sushi, including innovative shop-in-shop concepts, have fuelled market growth. Sushi Daily and Eat Happy are notable players capitalizing on this trend, with the former boasting around 700 sushi bars across Europe. Online food ordering, including sushi, which holds a significant 21.1% share of delivery preferences, has also seen considerable growth, indicating the market's move towards digital consumption. Despite challenges, such as rising raw material prices affecting non-traditional restaurants, the market has maneuvered effectively by offering more affordable sushi options in retail spaces, targeting a younger population focused on sustainability and quality.

The evolution of sushi consumption in Germany

The German sushi market has transformed considerably over the years, with this once niche culinary delight finding its place in the mainstream of the country's gastronomic scene. With a resilience that has enabled it to navigate the competitive tide without facing the saturation experienced by some of its European neighbors, notably France, the German sushi market continues to thrive. One of the most remarkable developments in the market is the changing face of demand. The appeal of sushi in Germany is particularly strong among the younger generation, with 39% of total consumers belonging to this demographic. This rise is linked to the trend towards "ready-to-eat" options, which respond to the lifestyles of individual households and a mobile society that favors fast, quality meals. As part of the "ready-to-eat" revolution, sushi's penetration of the snack market has risen dramatically, from around 7% to over 30%. The growth rate of this sector has outstripped that of others, suggesting an impressive 343% increase in the space of a few years. This appetite for sushi is not only felt in restaurants, but also in supermarkets, representing a critical shift towards more accessible and profitable sushi formats. German supermarkets have seen an increase in the presence of sushi, with penetration rising from around 1.6% to figures that demonstrate that this cuisine has become a mainstream staple. Alongside this trend, price reductions averaging 11. 8% have strengthened sushi's position in the food retail sector. Demand is dominated by products such as salmon and tuna, which collectively account for 68% of German sushi consumption preferences. This is in line with global trends, where these two fish are often synonymous with sushi. In a nod to the ten-year transition of the sushi market in Germany, sushi restaurant revenues, despite the decline in the physical number of establishments, have not fallen significantly. Even in the face of the COVID-19 crisis, when the catering sector dropped to around 22.5 billion euros from 31 billion euros the previous year, sushi establishments proved resilient. This resilience is reflected in estimated analyses which show that the sushi market in Germany is valued at something like 300 million euros. Sushi consumption is a mix of tradition and convenience. A significant proportion of Germans, around 29.2%, continue to frequent traditional Japanese restaurants, but the growing appeal of supermarket sushi bars highlights a market that is adapting and reacting.

The main players in the German sushi market

As the German sushi market continues to thrive, several key players have emerged, distinguished by their innovation, adaptability and keen understanding of consumer preferences. These pioneers have not only catalyzed market growth, they have also redefined standards of quality and convenience in the sushi industry. Here's an overview of the most influential sushi suppliers in Germany:

  • Sushi Daily

Forerunner of the sushi revolution in supermarkets, Sushi Daily has carved out a niche for itself with its on-site fresh sushi preparation counters in various European supermarkets. Its presence in Germany testifies to its commitment to offering fresher, more affordable and more accessible sushi to the everyday consumer. Sushi Daily's rapid expansion illustrates the successful synergy between sushi artisans and retail convenience.

  • Natsu Foods

This brand has capitalized on the German "ready-to-eat" trend by offering a varied range of Asian-inspired dishes, with sushi making up a significant part of its portfolio. Natsu Foods caters to a health- and environment-conscious population, emphasizing environmental sustainability and the quality of its ingredients. Its products are staples in German supermarkets, attracting young consumers who appreciate quick, healthy meal choices.

  • Happy eating

With an ethos that aligns perfectly with the modern lifestyle of people on the move, Eat Happy has gained popularity by emphasizing the freshness of its products. It has mastered the art of integrating sushi bars into supermarkets, offering customers a "takeaway" solution without compromising the sushi experience. Eat Happy's model is testimony to the success of its strategy to make sushi an everyday pleasure for as many people as possible.

  • Traditional Japanese restaurants

While brands such as ZENKICHI in Berlin and Senju in Mannheim may not boast the staggering sales of some of the larger chains, they are the guardians of authentic Japanese cuisine in Germany. These restaurants serve as culinary beacons for those seeking a more traditional sushi experience, with the nuances and rituals that accompany Japan's rich culinary heritage.

  • Delivery services

As the trend towards home meal delivery continues to grow, sushi has become a favorite among German consumers. The rise of delivery services and platforms has taken sushi from the ambience of the restaurant to the comfort of home, further boosting its popularity across the country. The pioneers of this segment are adapting to this new dynamic and ensuring that sushi remains an essential part of the German fast-food scene.

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Summary and extracts

1 Market overview

1.1 Presentation and definition of the sushi market in Germany

Sushi is a dish of Japanese origin based on vinegared rice (shari), and another ingredient (neta), most often raw fish (tuna, salmon etc.). The recipe is extremely popular in the world.

There are different types of sushi but the main ones are :

  • Makis - roll-shaped sushi wrapped in seaweed
  • Temaki - the preparation is similar to maki, in the form of a cone
  • Nigiri - a slice of raw fish on an oval shaped rice ball

Sushi is mainly served in restaurants, but the current dynamism of the sector is mainly due to the popularity of this dish around the world as a star of ready-to-eat. Thus, it is increasingly distributed in supermarkets and hypermarkets (GMS) and offered for delivery.

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

In Germany, sushi was viewed with skepticism a few years ago, but today it is highly sought after and available almost everywhere. Sushi is no longer only available in high-end Japanese restaurants, but also in supermarkets. Sushi is now also an important part of the delivery service and is ensuring rapid growth in the restaurant sector. Today, there are more than 1000 official sushi shops in the country.

1.2 A dynamic global market

Sushi is strongly rooted in Japanese culture and this is strongly reflected in the revenues generated by fish exports in Japan. Revenues were slightly impacted by the health crisis in ****. In general, the trend has been upward since **** and will reach *** billion yen in **** with an increase of **% in * years.

Evolution ...

1.3 German market shows resilience

The number of restaurants subject to tax in Germany has been in sharp decline for the past decade having lost more than *,*** restaurants between **** and ****. The year **** marked by Covid only reinforced this finding, decreasing the number by *,*** restaurants and reaching **,*** restaurants.

Number of restaurants subject to tax Germany, **** to ****, in ...

1.4 A market in transition that is adapting

A market that has managed to avoid the saturation of its French neighbor:

The German sushi market is a market that, like its European counterparts, has evolved enormously in recent years. On many points, it can be said that it has followed the developments of its French neighbor with a little ...

2 Analysis of the demand

2.1 A rapidly growing demand

The demand for sushi is indeed more significant among a young population. In a context of more and more individual households and a very mobile society, consumption habits have changed in favor of the "ready-to-eat" food industry. Sushi has an ideal format to meet the demand of a young population, which ...

2.2 Salmon and tuna, kings of demand

In Germany, salmon is the most popular fish (***) and consumed in sushi. Closely followed by tuna, these two fish alone account for **% of German preferences. Although this data dates back to ****, this preference does not seem to have particularly changed in recent years.

Preferred fish of Germans in sushi Germany, ****, % Source: ...

2.3 The profile of the sushi consumer

The following graph shows the different age categories according to their consumption of sushi. It is not surprising to see that young people are the biggest consumers and represent almost **% of the total consumers. Surprisingly, middle-aged adults are the ones who consume the least sushi among the * categories proposed.

Age category ...

2.4 A demand which turns to the GMS

In **** the penetration rate of sushi in German supermarkets was only *.*%. [***]

But for the past * years in Germany, sushi has become a staple in supermarket shelves. The target group is young people who love sushi and are looking for freshness, long shelf life and, above all, a sushi box that is ...

3 Market structure

3.1 The salmon supplier segment

The production of salmon: the Norwegian quasi monopoly

The sushi market is highly dependent on fish, the main raw material for sushi. According to the Seafood Study, So essen die Deutschen **% of the salmon in sushi comes from the Atlantic Ocean.

Origin of salmon in sushi Germany, **** % Source: ****

The study adds ...

3.2 Distribution channels

There are * main distribution channels.

Japanese restaurants, independent (***); Restaurant chains offering sushi (***); Supermarket departments.

In ****, **.*% of Germans prefer traditional independent Japanese restaurants to enjoy their sushi on site or to take away. Next come sushi found in Asian all-you-can-eat restaurants, and sushi found in the shelves of hypermarkets and supermarkets. [***]

To ...

3.3 Delivery is key to the development of the market

Still insignificant in ****, the share of food ordered online in Germany has only increased since. The rise of delivery platforms bodes very well for the sushi market, as sushi stands out as one of the most suitable and popular dishes for delivery (***). In addition, the share of the population that sees ...

4 Analysis of the offer

4.1 Average price per type of sushi

The price of sushi varies depending on the distribution channel, the type of sushi but also the additional ingredient (***). In addition, restaurants usually offer platters or packages with an assortment of sushi which again increases the price range at which sushi is sold.

The table below gives the order of magnitude ...

4.2 The different types of sushi

The German market includes all the traditional sushi known on the European market, the demand for it is roughly similar in each country and therefore the offer is not more or less varied than in one of its neighbors.

Makis - roll-shaped sushi wrapped in seaweed Temaki - similar to maki, ...

5 Regulation

5.1 Supervision of the restoration and sale of shushis

The sale of sushi must follow the regulations for the sale of foodstuffs: in particular, Regulation (***) No. ***/****, which sets out the rules to be followed in terms of hygiene for foodstuffs of animal origin. [***] The most important point because structuring the market is that the fish must be frozen before being ...

6 Positioning of the actors

6.1 Segmentation

  • Sushi Shop Restauration
  • Planet Sushi Groupe
  • Natsu Shop
  • Eat happy
  • Sushi Daily - KellyDeli

List of charts presented in this market study

  • Number of Japanese restaurants by geographical area
  • Evolution of the value of exports of fishery products
  • Sales of taxable restaurants
  • Number of sushi restaurants
  • Number of restaurants subject to tax
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Latest news

Sushi Daily goes Korean - 20/09/2023
  • KellyDeli has more than 300 kiosks and shop windows in supermarkets under the Sushi Daily brand
  • KellyDeli once again diversifies its offer with the launch of 10 Korean street food recipes.
  • KellyDeli was founded in 2009.
  • KellyDeli has launched concepts in Indian cuisine, Southeast Asian street food and a range of grocery and beverage snacking products.
  • The Korean cuisine range is launched under the Sushi Daily brand.
  • In 2021, sales of Korean food products in supermarkets increased by 63%, with sales of 11 million euros.
Planet Sushi fights for survival - 06/03/2023
  • Planète sushi placed in compulsory liquidation
    Restaurant chain generates sales of over €60 million 900 employees

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Sushi Shop Restauration
Planet Sushi Groupe
Natsu Shop
Eat happy
Sushi Daily - KellyDeli

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