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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 ...

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 ...

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 ...

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, ...

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 ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Itsu
  • Yo! Sushi
  • Wasabi
  • Sticks 'n' Sushi
  • Sushi daily

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Reviews (2)

The sushi market - France

Publicado en 22/09/2022 by Patrick Duval Paris

Bonne étude qui fait bien le tour de la question et donne tous les chiffres sur le secteur. D'autant plus précieuse qu'on ne trouve absolument rien de récent sur le marché du sushi.


Businesscoot Response:

Merci Patrick pour votre avis. Nous sommes ravis d'avoir été à la hauteur de vos attentes.

The sushi market - France

Publicado en 09/02/2022 by Edwige Maraux - Guillon Emballage

A complete study


Businesscoot Response:

Thank you very much for your very positive and detailed feedback, as well as for the trust you have placed in us.