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MARKET SUMMARY

1.1 Definition and presentation

Sushi is a typical Japanese dish prepared with vinegared rice, raw fish, sesame, ginger, seaweed and other typical ingredients. 

It wasn't until the 19th century AD that the nigiri, one of its most famous variants, was invented by the man considered to be the inventor of sushi: Hanaya Yohei. 

The most popular types of sushi are:

  • Maki - rice rolls wrapped in nori seaweed with fish, vegetables and eggs inside;
  • Temaki - rice cones wrapped in seaweed and filled with fish and vegetables;
  • Nigiri - rice shaped into an oval shape covered with cooked or raw fish. 

The sushi market is definitely growing globally. During the period 2021-2025 it is expected to grow by $2.49 billion, progressing at a CAGR of almost 3%. 

In Italy, sushi has become so popular that Japanese cuisine is considered one of the most popular and profitable "ethnic" cuisines, so much so that sushi is no longer only eaten in restaurants but is also increasingly sold in supermarkets. Sales have certainly increased in recent years and it is estimated that around 43% of Italian consumers have put sushi in their carts at least once.  

A trend that should certainly be taken into account is that of sushi-corners, which in 2019 alone had a remarkable annual growth rate of around 5.4%. This type of sale, where sushi is prepared in front of the customer's eyes, is one of the most popular because it evokes the quality of this dish, showing the customer both the freshness of the ingredients used and the tradition involved in preparing the dishes.   

As can be deduced from the information gathered, the sushi market certainly has wide margins for growth, since it can be read in various studies that about 96% of Italians would like to eat it and among these there is a notable 28% who say they would be happy to eat it every day. 

1.2 Global Market Analysis

Sushi is strongly rooted in Japanese culture, and this is strongly reflected in the revenues generated by sushi restaurants in Japan. Revenues were slightly impacted by the crisis between **** and ****, losing *% of their value (***). Eventually, sushi consumption experienced a decline in **** by **.*% due to the pandemic impact [***]. 

Sushi Consumption - Revenues Japan, ...

1.3 The Italian Market

The Italian market for sushi has literally upsurged during the last decade. After an initial general feeling of uncertainty, sushi has proliferated in the Italian panorama, especially because of the variety offered by the Japanese cuisine, both in terms of quality of products and selling points. Despite the fact that lots ...

1.4 Covid-19 Impact

Taking into account Covid-** and the Italian market of sushi, it is worth splitting the impact that the pandemic exerted on it into two components: on one hand, the critical effect that it had on restoration, and, on the other hand, the somehow increase in the demand for the product at ...

DEMAND ANALYSIS

2.1 Demand Overview

Introducing the main trends related to the demand of sushi in the Italian market, it is worth highlighting the preferences that consumers show in the choice of such products. In particular, their choice is mainly based on the type of fish with which the sushi is produced. The following graph reports ...

2.2 Demand Drivers

The market under analysis can be split into two sub-categories: it includes both the integration of sushi in supermarkets' product lines and the presence of sushi bars and restaurants on the territory.

In particular, dealing with supermarkets, the main driver of demand is the quality-price ratio. Consumers are well aware of ...

2.3 New Trends in Demand

As pointed out before, the vast majority of consumers seem to be prone to experiment new types of food and dishes. Strictly related to the market of sushi, it is worth mentioning an increasing trend in the proliferation of the so-called fusion cuisine, which can be considered as the combination of ...

MARKET STRUCTURE

3.1 Structure and Dynamics of the Market

The Italian market for sushi can be split into three main components:

Sushi restaurants; Sushi corners in hypermarkets and supermarkets; Asian and Fusion restaurants, which also supply sushi to their clients as part of their menu.

In particular, the sushi market in large-scale retail trade appears to be highly concentrated, given ...

3.2 Value Chain

[***]

3.3 Distribution Channels

The spread of the passion for sushi has also impacted the large distribution, which has exploited such a trend to satisfy the disrupting demand for oriental dishes. An always increasing number of supermarket chains is promoting sushi and similar items in their offer, creating proper sushi corners in their buildings, where ...

3.4 Delivery Services

The digital food delivery service is continuing its unstoppable race in Italy, recording a growth of +**% compared to **** and generating a value of *.* billion Euros. Nowadays, it is considered as one of the fundamental services available in the cities, being accessible by the **% of the Italian population. In particular, food delivery ...

ANALYSIS OF THE OFFER

4.1 Typology of the Offer

The offer of sushi involves a series of products, which can be highly heterogeneous and different among them.

Nigiri: directly from Japanese, it means "two fingers". In fact, it features a sliced drapery of raw fish, laid over a cluster of sweet and salty vinegared rice. Very often, Nigiri is prepared ...

4.2 Pricing

The price of sushi varies depending on the distribution channel of the type of sushi but also of the additional ingredient. 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 graph below gives orders of ...

RULES AND REGULATIONS

5.1 Regulatory Framework

Considering the market for sushi, it is worth analysing the regulatory framework introduced related to the production process. In particular, the Regulation ***/****/CE and ***/****/CE on food security and hygiene indicate how to use the blast chiller properly. As reported in the former, "if foodstuffs are to be stored or served ...

POSITIONING OF THE ACTORS

6.1 Segmentation

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in 40 pages
Method
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Analysts

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Data

  • Databases
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Method

  • Synthetic structure
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Analysts

Hugo Schott

chargé d'études économiques, Xerfi

Hugo Schott

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin Charbonnier

PhD Industrial transformations

Robin Charbonnier

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Pierre D.

Analyst

Pierre D.

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Arnaud W.
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Ross Alumni Club France

Arnaud W.

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Amaury de Balincourt
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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane Essadiq

EDHEC

Imane Essadiq

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules Decour

Consultant

Jules Decour

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.