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MARKET OVERVIEW

1.1 Presentation and definition of the sushi market in Germany

Sushi is a Japanese dish based on vinegar rice (shari) and another ingredient (neta) which most often is raw fish.

There are different types of sushi, however the core is made up of:

  • Makis - sushi in the form of a roll wrapped in seaweed;
  • Temakis - the preparation is similar to maki but it has the form of a cone;
  • Nigiris - Slice of raw fish laid on an oval-shaped rice ball.

Sushi restaurants experienced an increase in revenues of 21% between 2012 and 2018 worldwide (average annual growth of 3,2%). The current dynamism of this sector owes a lot to the popularity of this dish around the world, thus increasingly distributed in Large and Medium-Sized Surfaces (SMEs) and offered through delivery.

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

In Germany, where it was looked upon with scepticism a few years ago, sushi is now very much in demand and available practically everywhere. It is no longer found only in high-end Japanese restaurants, but also in supermarkets. Sushi also plays an important role in delivery services today and guarantees rapid growth in the catering sector. Today, there are between 1000 and 2000 shops and restaurants offering sushi all over the country.

1.2 A dynamic global market

Sushi is strongly rooted in Japanese culture, which subsequently has positive spillover effects on the revenue which the industry generates. These revenues were slightly impacted by the crisis between **** and ****, losing *% of value (***). [***]
Revenue generated by sushi consumption Japan, ****-****, in trillions of yen CAGR ****-****: *.*% Source Anan-zaidan

In ****, there were ...

1.3 The German market is showing resilience

In Germany, the wider catering market has been growing steadily in the last years:
Revenue from catering businesses subject to tax Germany, **** - ****, billion euros Source Bundesamt Statistics
Sushi restaurants in particular contributed to this increase: according to chefswonderland since the first sushi outlet opened in **** in Germany, nearly *,*** restaurants are ...

1.4 A changing scene for sushi in Germany

The market has managed to avoid the saturation of its French neighbour

The German sushi market, similar to its European counterparts, has gone through tremendous change in recent years. In many aspects, it has been somewhat slow to keep up with the changes of its French neighbour. Within the latter, sushi ...

DEMAND ANALYSIS

2.1 A growing demand for ready-to-eat meals from younger generations

Nowadays, sushi is the second most popular food on Instagram (***). [***]
Sushi Consumption by Age Group Germany, ****, %   Source Seafood studie, so essen die Deutschen
The demand for sushi is more significant among a younger population. In a context of ever-increasing numbers of individual households and a highly mobile society, consumer habits have ...

2.2 Salmon and Tuna rule the market

In Germany salmon is still the most popular fish eaten in sushi, followed by tuna. Together, they account for ** % of German preferences:
Most Popular Fish in Sushi Germany, ****, %  Source: Seafood Studie So essen die Deutschen

Seafood Studie also reports that salmon sushi is eaten less in Germany than in its European ...

2.3 A demand that is turning towards supermarkets

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

However, in the last six years, sushi has become the most popular food in the world and a must in supermarket shelves. Its target includes young people, great sushi lovers, in search of freshness, long shelf life, but above ...

2.4 The explosion of delivery platforms

Still insignificant in ****, the share of food ordered online in Germany has only increased since then. The boom in delivery platforms bodes well for the sushi market, as it stands out as one of the most suitable and popular dishes for delivery (***). Moreover, the proportion of the population that considers sushi ...

MARKET STRUCTURE

3.1 Salmon suppliers : an essential input to production

Salmon production : the Norwegian quasi-monopoly
The sushi market is highly dependent on the market for fish, which is the main raw material. According to the report Seafood Study, So essen die Deutschen **% of the salmon in sushi comes from the Atlantic Ocean.
Origin of the salmon in sushi Germany, ****, in % Source: ...

3.2 Distribution concentrated in few channels

The site cdh-expert, provided in **** an overview of sushi consumption in Germany, where they established the top * distribution channels :
Japanese restaurants, independent (***) ; Catering chains offering sushi (***); Retail shelves.
In ****, **.*% of Germans prefered traditional Japanese independent restaurants to enjoy their sushi on the spot or to go. Then comes all-you-can-eat Asian buffet-style ...

3.3 The rise of delivery platforms restructured the market

The trend and explosion of delivery platforms over the last * years has also taken place in Germany and, as evident by the evolution of the share of food ordered online as a proportion of the total food ordered from food services, this trend is only just beginning.
Percentage of food ordered ...

ANALYSIS OF THE OFFER

4.1 Average price per type of sushi

The price of sushi varies depending on the distribution channel and the type of sushi. In addition, restaurants usually offer trays or formulas with an assortment of sushi, which again increases the price range at which sushi is sold.
The table below gives an idea of what sushi prices can be ...

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 from one country to another and therefore the supply is not more or less varied than in one of its neighbours.
Makis - sushi in the form of a roll wrapped ...

REGULATION

5.1 Supervision of sushi sales

The sale of sushi must follow the regulations for the sale of food : notably the rules (***) No ***/**** which lays down the hygiene rules to be followed for food of animal origin. [***] The most important point in structuring the market is that fish must be frozen before being eaten raw.
The sale ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Sushi Shop
  • Planet Sushi
  • Matsuri
  • Sushi Daily
  • Natsu Shop
  • Eat happy

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chargé d'études économiques, Xerfi

Hugo Schott

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Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Pierre Doussau

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Arnaud Walter

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Amaury de Balincourt

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Pierrick Cudonnec

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Maelle Vitry

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Héloise Fruchard

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EDHEC

Imane Essadiq

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Vincent Defrenet

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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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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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