The sushi market - Spain (2024)

1.2 The global market

The global sushi market is set for sustained growth, with an estimatedCAGR of *% between **** and ****. In ****, the market size was estimated at $*.** billion. This growth continues, with an estimated $*.** billion in **** and $*.** billion in ****. Projections indicate that the market will reach $*.** billion in **** and continue to grow to $**.** billion in ****. This dynamic reflects the growing interest in sushi around the world, thanks in particular to the rise of takeaway and home catering, as well as the growing popularity of Japanese cuisine.

The global sushi market World, ****-**** Source: ****

The growth of this market is largely due to the rising standard of living in many countries, including emerging ones, which enables consumers to spend more on food. Indeed, sushi restaurants are often relatively expensive, due to the many fresh products used. In addition, consumers' growing interest in the quality of their food and its impact on their health has encouraged the development of "upmarket" restaurants and restaurant chains. However, despite their purchasing power, consumers tend to reserve sushi restaurants for special occasions or as an occasional treat, preferring to spend less on food for their everyday diet. The sushi restaurant sector is characterized by different types of service, from table service to ...

1.3 The domestic market

Although the first Spanish sushi shop opened in ****[***], this Japanese food is now very popular in Spain, with a market estimated in **** at around one hundred million euros. To estimate the size of the sushi market in **** and ****, we have compared sales in **** with quantities sold in **** and ****, based on the value of the euro in ****.

The Spanish sushi market Spain, ** , million euros Source: ****

Between **** and ****, sushi consumption in Spain increased by **.**%, almost doubling in two years. Between **** and ****, consumption continued to grow, with an increase of **.**%. These percentages reflect the continued rapid growth of sushi in Spain over this period.

Sushi consumption in Spain Spain, ****-****, thousands of tons Source: ****

1.4 Imports and exports

Foreign trade in fish:

Between **** and ****, Spanish foreign trade in frozen salmon showed a steady deficit. Exports varied over this period, peaking at $*.** million in ****, before dropping to $*.** million in ****.

In parallel, imports remained relatively high and stable, rising from -**.** million dollars in **** to -**.** million in ****.

The trade balance was therefore systematically negative, with a deficit that narrowed in **** to -*.** million dollars, but then increased to reach -**.** million in ****, reflecting an increase in imports and a decrease in frozen salmon exports.

Spanish foreign trade in frozen salmon Spain, ****-****, $ million Source: ****

Between **** and ****, Spanish foreign trade in frozen tuna saw a gradual improvement, although the trade balance remained negative throughout the period. Exports rose steadily from $**.** million in **** to $***.** million in ****. At the same time, imports fell significantly, from -$***.** million in **** to -$***.** million in ****.

The trade balance thus recorded a notable improvement, reducing the deficit from -***.** million dollars in **** to -**.** million in ****, reflecting a reduction in imports and a steady increase in exports of frozen tuna by Spain.

Spanish foreign trade in frozen tuna Spain and the World, ****-****, $ million Source: ****

Tuna:

In ****, the main destinations for Spanish frozen tuna exports were spread ...

2.1 Consumer typology

By ****, the majority of sushi eaters in Spain would prefer to enjoy it in a restaurant, with **% of respondents opting for this option. On the other hand, **% of respondents said they preferred to eat sushi at home, either via home delivery or pre-prepared meals. This highlights a marked trend in favor of the culinary experience in a restaurant setting, although consumption at home retains an important place.

Where do you prefer to eat sushi? Spain, ****, % of total Source: ****

In Spain in ****, **% of the population said they ate sushi at least once a month, while **% did not eat it as frequently. These figures show that almost half of Spaniards now include sushi in their monthly eating habits, reflecting the growing popularity of this dish within the country.

Spanish population eating sushi at least once a month Spain, ****, % (***) Source: Cocelang In ****, **% of Sp aniards in Spain said they were familiar with sushi, testifying to the widespread popularity of this Japanese dish in the country. Of these, **% claimed to eat it every week, while **% ate it once or twice a month.

Spaniards and sushi in **** Spain, ****, %, %, %, %, %, %, %, %, %, %, %, % Source : EFE Agro Finally, in ****, the average sushi expenditure for men was €**, while for women it was €**.

Average ...

2.2 Spain's favourite dishes and sushi

In ****, TheFork reveals that the average Spanish spends €** at a restaurant. The study also reveals that Italian, Mexican and Japanese cuisine were among the most sought-after on the platform, with **%, **% and **% of user preferences respectively, after Mediterranean cuisine. As for specific dishes, sushi dominated with **% of searches, followed by burgers (***). This data illustrates the particular appeal of sushi, Japanese cuisine and sushi, while also showing the strong popularity of international dishes such as hamburgers and pizzas. Sushi also accounted for **% of restaurant reservations between January and August ****. [***]

Most sought-after cuisines and dishes on "the Fork" Spain, ****, % Source: ****

The table below, shows the most ordered Sushis in **** on Uber Eats in Spain.

Top * most ordered suhis on Uber Eats in **** Rank Dishes * Salmon Nigiri (***) * Crazy Salmon roll (***) * Salmon Roll (***) * Nigiri Pez with butter (***) * Nigiri Salmon Flameado (***)

Source: ****

The table opposite focuses on makis.

Source: ****

Finally, with regard to the segmentation of maki, nigiri and salmon rolls, among the most popular sushi within Japanese food, we note that in **** maki, nigiri and salmon rolls represented **% of Japanese food consumption, while other types of Japanese dishes accounted for **% of preferences.

Segmentation of maki, nigiri and salmon rolls within Japanese food consumption Spain, ****, % of total Source: ...

2.3 Extra-domestic consumption of fish in Spain

In ****, fish consumption outside the home in Spain was dominated by various species. Salmon stood out with **.*% of consumption, followed by tuna at *.*%. Other fish accounted for a majority share of **.*%, showing diversity in consumer preferences. Among other species, hake/little hake reached *.*%, sardines *.*%, anchovies *.*%, sea bream *.*%, and monkfish *.*%. These figures illustrate the strong popularity of salmon and tuna, while leaving an important place for a variety of fish in Spanish out-of-home consumption.

Extra-domestic fish consumption Spain, ****, % (***) Source: ****

In ****,per capita extra-domestic fish consumption in Spain reached a total of *.** kg. Among the most consumed species, salmon stood out with *.** kg per person, followed by fresh tuna with *.** kg. Other fish accounted for a significant share at *.** kg per head, underlining the diversity of consumer choices. Species such as hake/little hake (***) completed this breakdown, showing a varied consumption of fish outside thehome. Salmon and tuna, which are mainly used to make sushi, are among the most popular fish in Spain?

Per capita extra-domestic consumption of fish Spain, ****, kg/head Source: ****

In ****, fish consumption in Spain varied considerably according to age. People aged ** to **, representing **.*% of the population, were the biggest consumers, with *.** kg per head. They were followed by the ...

2.4 The sociological profile of the home delivery consumer

In Spain in ****, the breakdown of home delivery consumers was slightly in favor of men, who accounted for **% of orders. Women accounted for **%.

Gender of consumer of home-delivered meals Spain, ****, % of total Source: ****

In Spain in ****, **-** year-olds were the biggest consumers of home-delivered meals, accounting for **% of users. They were followed by the **-** age group with **%, and the **-** age group with **%. The **-** age group made up **% of consumers, while the **-** age group accounted for **% of orders. These data show that young adults and middle-aged people are the main users of home delivery services.

ages of home delivery consumers Spain, ****, % of total Source : tqt In Spain in ****, the main reasons why consumers order home-delivered meals are varied. The most cited reason is not liking to cook or clean up, with **% of respondents. **% of consumers let themselves be tempted by a whim, while **% order when spending time with friends or family. Finally, for **% of consumers, ordering food has become a weekend ritual. These data show that convenience and pleasure are the main motivations behind home ordering.

Reasons why consumers order food Spain, ****, % of total Source: ****

In Spain in ****, the events that prompt consumers to order food at home ...

3.1 Value chain

The diagram below shows the value chain in the Sushi world:

Supply of raw materials: Fish is caught and imported. The same goes for the rice and seaweed needed to make sushi. Processing: Raw materials are processed, especially fish. Distribution: The components needed to make sushi are distributed to restaurants and supermarkets. Catering: Sushi is assembled and created to offer consumers a culinary experience. Retail: Sushi is also assembled for sale to consumers.

3.2 Market structure

While the number of sushi restaurants was estimated at **** in ****, there will now be **** in **** throughout Spain. The number of restaurants has thus increased by ***.**% in * years, testifying to the Spanish craze for sushi.

Number of sushi restaurants in Spain Spain, ****-****, number Source: ****

The Autonomous Communities with the most sushi restaurants in Spain in **** were Catalonia with **.**% of restaurants, the Community of Madrid with **.**% of restaurants and Andalusia with **.**% of sushi restaurants.

The major sushi chains:

The table below lists the main sushi chains in Spain in ****:

Source: ****

3.3 The food delivery market

Between **** and ****, sales of home-delivered meals in Spain grew by a remarkable **.**%. In ****, it stood at *.** billion euros, reaching *.** billion in ****, an increase of **.*%, probably due to the impact of the pandemic and the rise in home orders. In **** and ****, sales remained stable at *.** billion euros, before rising to *.** billion in ****, an increase of *.**% on the previous year. Forecasts point to continued growth, with sales expected to reach *.** billion euros in **** (***), confirming the growing appeal of home delivery in Spain.

Growth in home delivery sales Spain, ****, billions of euros Source: ****

In **** in Spain, the breakdown of home delivery sales in the food sector shows a clear dominance of home-delivered groceries, which account for **.**% of the total, or *.** billion euros. By comparison, home-delivered meals account for **.**% of sales, or *.** billion euros. These figures illustrate that, although ready meal delivery is popular, the majority of the home delivery market is concentrated on food shopping.

Breakdown of food home delivery sales Spain, ****, % of sales Source: ****

In ****, Just Eat Takeaway in Spain will have a solid infrastructure with *** office staff and *,*** delivery drivers. The service is present in *,*** user cities across the country, working with a vast network of **,*** partner restaurants serving * million customers.

Just ...

4.1 Offer typology

The table below shows the main types of sushi available on the Spanish market:

Source: ****

Preparing sushi:

To prepare sushi, several specific ingredients and tools are required to guarantee a quality result. Here are the essentials:

Ingredients :

Sushi rice: This is the basic ingredient, cooked and seasoned with rice vinegar, sugar and salt. Fresh fish: Traditionally, sushi is prepared with raw fish, such as salmon or tuna, but other modern ingredients such as seafood, vegetables and even meats can be used. Nori seaweed: Used to wrap certain types of sushi, such as maki. Rice vinegar: A key ingredient for seasoning rice. Wasabi: A spicy paste often served with sushi to enhance flavor. Soy sauce: Accompanies sushi to soak the pieces. Pickled ginger: Used to cleanse the palate between bites.

Tools :

Makisu: A bamboo mat used to roll maki. Shamoji: A wooden spatula for mixing rice with rice vinegar. Hocho: A very sharp Japanese knife, essential for cutting fish and vegetables with precision. Hangiri: A large wooden bowl in which rice is cooled and seasoned. Ryoribashi: Long chopsticks for handling ingredients with delicacy. Fukin: A cloth for cleaning work surfaces and drying ingredients if necessary.

By mastering these ingredients and tools, sushi ...

4.2 Prices

In the sushi market, there are * types of restaurant offering sushi based on quality and price: low-end, mid-range and gourmet.

The table below highlights the prices of Sushishop in **** in Spain, which can be considered a mid-range sushi restaurant.

Source: ****

Different sales strategies:

Quantity-based pricing: Prices vary according to the quantity of sushi sold. Nigiri sushi, considered more upmarket, is sold by the unit. Makis are sold by the *, as are californias. It is also possible to buy sushi trays or boxes containing more pieces.

Different ranges: Product segmentation has also been reintroduced to the menu. For example, the more expensive Signature sushi corresponds to more elaborate and more beautiful suhis.

Gourmet suhis:

The table below highlights the price of sushi at Tahini Shushi bar, which is considered to be a top-quality sushi bar in Marbella, Spain:

Source: ****

4.3 Price trends

In order to get a glimpse of the price rises linked to sushi components, we'll base ourselves on the evolution of the price index for rice, fresh and frozen fish in Spain.

Between **** and June ****, the price index for rice in Spain rose gradually. In ****, the index stood at **.**, close to the base of *** set in ****. In ****, the index rose slightly to **.**, before reaching exactly *** in ****.

from **** onwards, a more marked rise was observed, with the index reaching ***.**, followed by a further increase in **** to ***.**. In June ****, the Spanish rice price index stabilized at ***.**, reflecting a significant price increase compared to ****.

Evolution of the rice price index in Spain Spain, ****-June ****, indices base ***, **** Source: ****

Between **** and June ****, fresh and chilled fish prices in Spain followed an upward trend. In ****, the price index was **.**, then rose in **** to **.**, before reaching base *** in ****. In ****, the index climbed to ***.**, continuing its rise in **** with an index of ***.**. In June ****, the index reached ***.**, reflecting a significant rise in fresh and chilled fish prices compared with ****.

Price trends for fresh and chilled fish in Spain Spain, ****-June ****, index base ***, **** Source: ****

Finally, between **** and June ****, frozen fish prices in Spain also showed a gradual rise. In ****, the ...

4.4 Supply trends

The latest sushi trends, combining culinary innovation and modern technology, are redefining the Japanese restaurant experience in Spain and around the world.

Sushi at home with eco-friendly packaging. The trend to replace plastic packaging with sustainable solutions such as cardboard or recyclable rPET trays for sushi delivery has gained momentum. This is part of an eco-responsible approach, responding to growing consumer demand for more environmentally-friendly catering options.

New sushi creations. Dishes such as sushi donuts, rice fritters decorated with raw fish and vegetables, or crossushi, a fusion of French croissant and smoked salmon sushi, illustrate the creativity of our chefs. Sushi burgers and sushi cakes also continue to gain in popularity, offering surprising and gourmet formats.

Poke bowls and symmetrical sushi. Poke bowls, Hawaiian-inspired dishes based on raw fish and rice, are now an institution in modern Japanese cuisine in Spain. Mosaic sushi, on the other hand, showcases the art of symmetrical and aesthetic presentation, adding an artistic touch to the culinary experience.

Technology and automation. Technological advances are also transforming the sushi restaurant experience. Innovations such as robot waiters, who interact with customers and deliver dishes, and digital menus with QR codes, enable restaurants to adapt to staff shortages while ...

5.1 Legislation

In Spain, sushi and other food products of animal origin are regulated primarily by European Union food safety legislation, notably Regulation (***) no. ***/****, which lays down specific rules for products of animal origin, including the fish used in sushi.

In Spain, these regulations are applied and supervised by the Spanish Agency for Food Safety and Nutrition (***), which guarantees that food products comply with safety and hygiene standards. In addition, Royal Decree ****/**** governs certain specific conditions for the application of European standards to the production and marketing of foodstuffs, including the seafood used to make sushi.

These laws ensure that sushi prepared and marketed in Spain complies with strict standards in terms of handling, preservation, hygiene and food safety.

6.1 Segmentation

• Sushi Shop Restauration New
• Planet Sushi Groupe
• Lady Sushi
• Sibuya Urban Sushi Bar
• Miss Sushi
• Udon