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 is growing at rapid pace. It is also these regions which currently have the largest number of Japanese restaurants.
The United States is a mature market, where over half of the population has sometime tried sushi. The market is expanding, albeit at a moderate pace, and on average sushi is consumed 2.13 times per year. [tastewise] Today there are around 4,000 sushi restaurants in the US. [mentalfloss]
Finally, COVID-19’s effect on the industry remains mixed; restaurants in states which have implemented restrictions on mobility have suffered immensely from foregone sales. Eater also reports of a decreased interest in Japanese restaurants for takeaway during the pandemic
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