As of 2020, the UK sushi market exhibits a promising growth trajectory, although the COVID-19 pandemic has delivered a significant impact. Prior to the pandemic, the UK sushi restaurant count reached an estimated 641, signifying a steady growth of the sector. Key players like Yo! Sushi and Itsu, which are part of a larger fraction of chains dominating the market, faced closures and downsizing due to the pandemic, with Yo! Sushi permanently shutting 19 outlets and Itsu operating only 14 of its 78 venues. Supermarkets have become crucial in the sushi scene, with 44% of survey respondents buying sushi from these outlets. The popularity of sushi delivery has surged, propelled by the pandemic and the expansion of delivery services like Just Eat, Deliveroo, and Uber Eats. In terms of revenue, Yo! Sushi reported a turnover of £88.9 million in 2019, while Itsu had £116.6 million and Wasabi £115.1 million in 2018. Sushi Daily, operating approximately 200 kiosks in the UK, reported a turnover of £345 million for its entire European operations in 2020. Despite the challenges posed by COVID-19, the demand for sushi remains strong, as signified by its role in food-to-go sales and the noted market trend toward sushi kit purchases and ingredient retail..**Evolving Tastes: The Rising Trend of Sushi Consumption in the UK** The UK's appetite for sushi exemplifies a nation's evolving culinary tastes and a growing trend of embracing global cuisine. Over the past decade, the UK has witnessed a notable surge in the number of Japanese and sushi-specific restaurants, rising by 67% from 2010 to 2015, and further growing to an estimated 641 by 2018. This rapid expansion highlights a stark contrast to the overall growth of restaurant openings in the UK, which was at 20% during the same initial period. Diving deeper into consumer behavior, sushi stands as a highly favored choice among various demographics. Notably, around one in five adults in the UK express their enjoyment of sushi, ranking it as the fourth Asian food in terms of popularity. Although a common misconception suggests a youthful skew, more than half of sushi consumers are over 35 years old, indicating its broader appeal. The sushi market has not only expanded in restaurants but also in retail. Supermarkets are increasingly becoming key players in the sushi market, which is reflected in the fact that approximately 44% of respondents report purchasing sushi at these outlets. Major UK supermarket chains have recognized and acted on this opportunity by partnering with sushi providers, thus making sushi a common find in their aisles. Additionally, the food delivery sector has witnessed remarkable growth due to the pandemic, suggesting that sushi consumption via delivery services has likely increased as well. On the financial landscape, the UK sushi market reveals significant figures. Combining the turnover of major sushi chains—Yo! Sushi, Itsu, and Wasabi—yields a cumulative figure of between £300 and £320 million in revenue. This economic performance demonstrates the robust nature of the market and its potential for sustained growth. Regarding sushi varieties, consumers in the UK have a plethora of choices ranging from Makis, Temakis, and Nigiris to various seafood options such as salmon, tuna, mackerel, and more. The popularity of certain types, particularly salmon and tuna, affect market prices and consumer spending. In 2019, salmon saw a slight price drop to approximately £16.62 per kilogram, while tuna experienced a price increase to around £6.78 per kilogram. Ultimately, the UK's sushi market is evolving into a promising field driven by consumer demand for diverse and high-quality food options, and incentivized by the strategic positioning of restaurants, supermarket retail offerings, and the facilitation of delivery services. This diverse and growing market.### Key Sushi Market Leaders in the UK: A Snapshot In the bustling landscape of the UK’s sushi scene, several market leaders have carved out strong positions, shaping the industry with their offerings and distinctive business models. These prominent players demonstrate the diversity and the passion for sushi that permeates the British culinary horizons. **Yo! Sushi** has become synonymous with sushi in the UK, widely acclaimed for its innovative conveyor belt system that delivers a variety of sushi plates directly to diners at their tables. As one of the pioneers in quick-service sushi dining, Yo! Sushi has created an interactive and accessible experience, which appeals to both sushi connoisseurs and novices alike. **Itsu** stands out for its health-centric approach to sushi, offering a menu crafted with wellness in mind. With beautifully designed, bright stores and a focus on nutritious ingredients, Itsu has captivated a customer base that's looking for a quick yet wholesome bite that doesn't compromise on taste or quality. **Wasabi** offers its unique brand of sushi and bento to eager consumers. With an emphasis on authenticity and freshness, Wasabi invites its patrons to enjoy a taste of Japan through a selection that ranges from familiar favorites to adventurous choices, tailored to cater to a variety of preferences. **Sticks 'n' Sushi** combines the concept of sushi with succulent yakitori sticks, presenting a Danish interpretation of Japanese dining. This blend of two cultures results in an eclectic and upscale offering that differentiates Sticks 'n' Sushi from its competitors, providing an elevated dining experience. Beyond traditional restaurant formats, **Sushi Daily** has captured a distinct segment of the market with its kiosk model. Stationed in supermarkets and bustling transit hubs, Sushi Daily offers convenience to customers seeking fresh sushi on the go, disrupting the market with a grab-and-eat concept. The presence of these main players underscores a dynamic and competitive UK sushi market where innovation, quality, and variety are at the forefront of consumer demands. As the industry continues to evolve, these leaders are likely to drive new trends and cater to the ever-growing appetite for sushi in the UK.
Get all the information you need
to understand this market

Detailed content


  • Number of pages : 30 pages
  • Format : Digital and PDF versions
  • Last update : 11/01/2021
Update Details

Summary and extracts

1 Market overview

1.1 Definition and scope of the study

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

The global market is in full expansion, driven by the dynamism of Japanese restaurants in all regions of the world, where Asia and North America in particular are growing at a rapid pace. It is also these regions which currently have the largest number of Japanese restaurants.

In the UK, sushi is becoming increasingly popular. In particular, tuna and salmon sushi prevails in consumer preferences. Moreover, chilled sushi will be a key driver for market growth. Meanwhile, the growth in the number of restaurants has been slowing down and the market is moving towards higher concentration.

Finally, COVID-19’s effect on the industry has been mixed. Restaurants have suffered immensely from foregone sales due to lockdown measures. Meanwhile, Brits have purchased sushi meal kits at an increasing pace, which has boosted revenues for players in this industry as well as retailers of sushi ingredients [mintel].

1.2 The global market is concentrated in Asia

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 ...

1.3 A Promising British Market

The UK sushi market is clearly on an upwards trend, and it has been for a while now. Research suggests that the market's annual revenue was estimated at £** million in **** [***].

Despite a relatively low annual revenue, the sushi market in the UK has been following a promising growth over the last ...

1.4 Impact of the Covid-19 pandemic

The Covid-** pandemic proved to be a big blow for the restauration industry in the UK. With UK restaurants suffering an average decline of **.*% in sales in March ****, this makes the sector one of the hardest-hit by the pandemic [***]. Sushi restaurants did not manage to dodge the bullet and the impact ...

2 Demand Analysis

2.1 A growing demand for sushi outlets

Within a national context, the increasing demand for sushi restaurants in the UK is really showing. In ****, a research by the Local data company of the top ** fastest growing restaurant categories in the UK within the year placed Japanese/sushi restaurants as the second fastest growing category, with a **% net change ...

2.2 A dominant dish

Sushi is becoming a very big part of pan-asian cuisine in the UK. The growing popularity of sushi can be represented by the share on the menu it occupies of pan-asian restaurants.

In ****, Japanese dishes represented **% of the dishes listed on the main course. Fast forward to ****, the share grows to ...

2.3 Why do people eat sushi?

Not surprisingly, the main reason why sushi is eaten in the UK is because of the flavour (***) - people enjoy the taste of it. However, in contrast with its Asian counterparts, the healthy and freshness aspects of sushi are * other aspects that appeal to consumers - something that is not the ...

2.4 Popular for all demographics

Sushi has become a very popular food for many people in the UK. In fact, * in * adults say that they enjoy eating it, making it the fourth most popular Asian food in the UK [***].

From all the sushi consumers, more than half of them are over the age of ** and more ...

3 Market structure

3.1 The price of primary resources

The sushi market is extremely dependant on the market of seafood, in particular that of popular fish species such as the salmon and tuna [***].

Salmon and tuna price UK, ****-****, £/Kg Source: ****

Beyond salmon and tuna, the other important primary resource for the production of sushi is rice. For this, we ...

3.2 The important role of supermarkets

According to a survey, restaurants remain the most popular place for the consumption of sushi in the UK (***). However, the importance of supermarkets is starting to show, given that **% of respondants said that they bought sushi from supermarkets [***]. This makes sushi the most popular Asian food in UK supermarkets if we ...

3.3 The growing role of delivery services

Within the last decade, the UK has seen a massive increase in its food delivery industry. Just from **** to ****, the number of food deliveries made in a year increased by **%, reaching *.* billion orders in the UK in **** [***].

The companies dominating this industry in the UK are Just Eat, Deliveroo and Uber ...

3.4 Sushi chains leading the way

Of the *** estimated restaurants in the UK in ****, a significant number of them are national (***) - they represent nearly a third of total restaurants in the country.

UK sushi franchises as a proportion of total sushi restaurants UK, ****, number of restaurants Source: ****

It is important to note that the number of ...

4 Analysis of the offer

4.1 Types of sushi available

In the UK, there is a diversfied choice for consumers when it comes to eating sushi. There is a wide-range of sushi types and fillings that consumers can choose from.

Makis : sushi in the form of a roll wrapped in seaweed Temakis : the preparation is similar to maki, in the form ...

4.2 Sushi box comparison

In the UK, food-to-go is extremely popular, even more so in London, a city that is known for its fast-paced lifestyle [***]. Sushi is the fourth most popular food-to-go meal in the UK, behind sandwiches, hot food, salads and tied with soups.

Favourite food-to-go meals UK, ****, in % Source: ****

In the food-to-go market, ...

5 Regulation

5.1 Regulations on the sale of sushi

In the UK, food health & safety is taken extremely seriously and this is why there are regulations in place to ensure that it is safe for consumers to consume sushi.

In accordance with the Commission Regulation (***) must follow a freezing treatment to ensure that any parasites are killed [***]. The freezing conditions ...

6 Positioning of the players

6.1 Segmentation

  • Itsu
  • Yo! Sushi
  • Wasabi
  • Sticks n Sushi
  • Sushi Daily - KellyDeli
  • Sushi Gourmet (Hana Group)
  • Wasabi Sushi & Bento
  • Itsu Grocery France (Bertrand Groupe)
  • Sushisamba
  • Atelier Sushi
  • Eat Tokyo

List of charts

  • Nombre de restaurants de sushi
  • Evolution du nombre de restaurants par catégories
  • Parts de restaurants japonais parmi les autres restaurants asiatiques au Royaume-Uni
  • Part des différents plats asiatiques parmi les principaux plats possibles
  • Number of Japanese restaurants by geographical area
Show more Hide

All our studies are available online in PDF format

Take a look at an example of our research on another market!

Do you have a question about this study?   +44 238 097 0676

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.

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. :

Yo! Sushi
Sticks n Sushi
Sushi Daily - KellyDeli
Sushi Gourmet (Hana Group)
Wasabi Sushi & Bento
Itsu Grocery France (Bertrand Groupe)
Atelier Sushi
Eat Tokyo

Choosing this study means :

Access to more than 35 hours of work

Our studies are the result of over 35 hours of research and analysis. Using our studies allows you to devote more time and added value to your projects.

Benefit from 6 years' experience and over 1,500 industry reports already produced

Our expertise enables us to produce comprehensive studies in all sectors, including niche and emerging markets.

Our know-how and methodology enable us to produce reports that offer unique value for money.

Access to several thousand articles and paid-for data

Businesscoot has access to all the paid economic press as well as exclusive databases to carry out its market research (over 30,000 articles and private sources).

To enhance our research, our analysts also use web indicators (semrush, trends, etc.) to identify market trends and company strategies. (Consult our paying sources)

Guaranteed support after your purchase

A team dedicated to after-sales service, to guarantee you a high level of satisfaction. +44 238 097 0676

A digital format designed for our users

Not only do you have access to a PDF, but also to a digital version designed for our customers. This version gives you access to sources, data in Excel format and graphics. The content of the study can therefore be easily retrieved and adapted for your specific needs.

Our offers :

the sushi market | UK

89 €
  • What are the figures on the size and growth of the market?
  • What is driving the growth of the market and its evolution?
  • What is the positioning of companies in the value chain?
  • Data from several dozen databases


Our customer references

They have consulted our studies Discover the opinions (+500)

Malcolm Vincent
Linkedin logo

Malcolm Vincent

Astoria Finance

Gregoire de Castelnau
Linkedin logo

Gregoire de Castelnau

Stags Participations

Timothé Huignard
Linkedin logo

Timothé Huignard


Paul-Alexis Kebabtchieff
Linkedin logo

Paul-Alexis Kebabtchieff


Aymeric Granet
Linkedin logo

Aymeric Granet

Publicis Consultant

interviews & case studies All interviews and case studies (45)

La pépite Interview

BFM Business

Paul-Alexis Kebabtchieff

Boston Consulting Group

Marie Guibart

Kea Partners

Elaine, Durand

Crédit Agricole, Information & Veille

Philippe Dilasser

Initiative & Finance

Anne Baudry


Amaury Wernert

Kroll (Duff & Phelps)

Smart Leaders Interview


Do you have a question ?
Our team is at your disposal at   +44 238 097 0676