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Summary and extracts
1 Market overview
1.1 Presentation and definition of the sushi market in France
Sushi is a Japanese dish based on vinegared rice ( shari) and another ingredient ( neta), usually raw fish. Sushi is often accompanied by other ingredients that play an integral part in its consumption (ginger, wasabi, sweet or savory soy sauce).
Historically, the sushi we know today was invented in 1824 by Hanaya Yohei, a street vendor in Edo (Tokyo). His aim was to prepare sushi that could be eaten very quickly. He invented hand-made sushi with vinegared rice and fresh fish. Success came quickly in Tokyo, and was then exported throughout the country. After the Second World War, sushi restaurants expanded and soon took the place of street sushi vendors.
Since then, sushi has rapidly crossed borders and become very popular with Western cultures.
There are several types of sushi, such as :
- maki - roll-shaped sushi wrapped in seaweed;
- temaki - similar to maki, but in the shape of a cone;
- nigiri - a slice of raw fish served on an oval-shaped rice ball.
Sushi is mainly served in restaurants, but with the growing popularity of this dish worldwide, it is increasingly distributed in supermarkets and hypermarkets (GMS), thanks to the establishment of kiosks and corners, as well as delivery.
The global market is dynamic and booming, with an estimated growth rate of nearly 8% up to 2030. Asian gastronomy has become increasingly popular worldwide since the early 2000s, and the sector is buoyed by rising living standards, particularly in developing countries. Consumers' growing interest in the quality of their food and its impact on their health has led to an increase in the number of high-end restaurants and restaurant chains.
The French market is one of the most mature in Europe. Sushi is one of the most popular fish dishes, and while the market has shown very strong growth rates, it seems to be showing some signs of saturation , with many catering and delivery chains having to slow down their business.
In fact, in 2024, sushi is only the14th favorite savory snack in France, with 15% of French consumers, even though it was in the top 5 in the hearts of the French in 2021-2022.
The market also has to contend withrising prices for the fish used in sushi (tuna, salmon and shrimp, etc.), which have been on the rise in recent years as production has not kept pace with demand. The penetration rate of sushi-buying households in France is 15%.
1.2 A dynamic global market
The size of the global sushi market is difficult to estimate, as sushi is distributed via a number of different distribution channels: from specialist restaurants and chains to supermarkets and hypermarkets.
Below, we estimate the revenue generated by sushi consumption.
The market was worth *.** billion dollars in **** and is expected to ...
1.3 The French market, European leader
Sushi in France is distributed through two main channels:
sushi restaurants and kiosks supermarketsand hypermarkets.
Below, we can see a decline in sushi purchases in supermarkets and hypermarkets between **** and ****.
trends in supermarket purchases of sushi/sashimi/maki France, ****-****, in millions of euros Source: ****
However, Japanese foodservice sales of sushi ...
1.5 Home delivery and the new dark kitchen concept
The"ghost kitchens" market, more commonly known as"dark kitchens" or"ghost kitchens", concerns kitchens that sell food delivered to the home via online applications such as Uber Eats, Deliveroo and others. unlike traditional restaurants, it is therefore impossible to order and eat your meal on site. The brands of this ...
2 Demand analysis
2.1 A very popular dish in France
According to the chart below, the favorite snacking places of the French, sushi represents **% of consumers' choices, showing a sustained interest in this Japanese specialty.
France's favorite snacking places France, ****, in Source: ****
However, this relative share also highlights that other options, such as classic fast-food outlets or bakeries, attract a greater ...
2.2 France's favourite types of sushi
Time of consumption
Sushi is mostly eaten in the evening, as the graph below shows, thanks to a Google Trend analysis.
The sense of conviviality and evening delivery services make it a convenient option. What's more, evening consumers are also prepared to spend a little more to treat themselves.
evolution of ...
2.3 Sushi consumer profile
In order to identify the customer profile of fast-food sushi chains, we have drawn on an Opinionway survey carried out in **** on the favorite brands of the French. Unfortunately, only two sushi brands are included in this survey: Sushi Shop and Planet Sushi, but this will enable us to identify the ...
3 Market structure
3.1 Distribution through supermarkets, chains and independent restaurateurs
The value chain of the sushi market can be described as follows:
Source: ****
The chart below shows that the top ** fast-food chains include two fast-food brands, Sushi Shop and Côté Sushi.
Top ** fast-food chains in France by number of restaurants France, ****, in number Source: ****
The role of franchises in the ...
3.2 The different distribution channels
Sales in supermarkets
Sales of sushi in supermarkets and hypermarkets will fall sharply between **** and ****, in millions of euros. The sushi market's penetration rate in purchasing households is **% in ****, as shown in the graph below.
number of sushis/makis/sashimis in millions of euros France, ****-****, in millions of euros Source: ...
3.3 The competitive landscape for sushi sales in supermarkets
By ****, there will be *** sushi kiosks in supermarkets in France[***]. This is also linked to the growing demand for sushi to be eaten at home. The following is a list of the main players in the supermarket sushi sector.
Sushy Daily
Sushi Daily, part of the KellyDeli group, was one of ...
4 Offer analysis
4.1 Sushi offer typology and pricing
Offer typology
Sushicomes in many shapes and types,each with its own unique taste and preparation method:
Sashimi is not sushi in the traditional sense,as it consists solely of thin slices of raw fish served with soy sauce and wasabi. Nigiri is a type of sushi consisting of small balls ...
4.2 Sushi opportunities in France
Focus on Nikkei cuisine
Nikkei cuisine is originally a blend of Japanese and Peruvian cuisine, but sometimes extends to the combination of Japanese and South American cuisines. Existing since the end of the **th century with the arrival of a large Japanese community in Peru, this type of cuisine became popular ...
4.3 Barriers to sushi offerings in France
Dependence on raw materials
The sushi market is highly dependent on fish and rice, its main ingredients.the graphs below, showing the price of Scottish salmon and bluefin tuna, as well as the financial price of rice from November **** to November ****, highlight highly unstable markets.
Scottish salmon
After rising sharply during ...
5 Regulations
5. Supervision of the restoration and sale of shushi
The sale of sushi must comply with regulations governing the sale of foodstuffs: in particular, Regulation (***) no. ***/****, which lays down hygiene rules for foodstuffs of animal origin[***].
To open a sushi restaurant, a number of conditions must be met:
Obtaining an operating license following training. Training lasts * days for new operators, ...
6 Positioning the players
6. Segmentation
- Planet Sushi Groupe
- Eat Sushi
- Matsuri
- Côté Sushi (ETLB Franchiseur)
- Lady Sushi
- O’Sushi
- Sushi Plaza
- Hana Group
- Sushiman (Kimoco SAS)
- Sky Kitchens
- My Sushi
- Sushi B
- Miushi Bistro d’Asie
- Sushi Daily - KellyDeli
- Itsu Grocery France (Bertrand Groupe)
- Sushi Gourmet (Hana Group)
- Foodiz Solutions
- CORNER CUISINE DISTRIBUTION (WASABI ASIAN STREET FOOD)
- Sushi Robots
- Sushi Shop Restauration New
- Sushi Shop Restauration New
List of charts presented in this market study
- Global sushi restaurant sales forecast
- Countries with the most Japanese restaurants
- Sales trends in the sushi sector
- Trends in supermarket purchases of sushi/sashimi/maki
- France's favourite snacking places
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Latest news
Foodiz ready to accelerate in supermarkets and Europe - 28/09/2024
- - Founding of Foodiz: 2011
- - Sales forecast for year-end: €80m
- - Sales in 2023: €71m
- - Share of sales generated by sushi: 63
- - Main product focus: Asian cuisine, enriched with ready-made meals, aperitifs, poke bowls and vegetarian products
- - Location of production facilities: Contres (41) and Vitry-en-Artois (62)
- - Locations: 1,600 points of sale in France
- - Sales generated by the Fresh Mood brand: €15 M
Bettina Aurbach, new General Manager France for Hana Group (Sushi Gourmet) - 03/05/2024
- -Hana Group was co-founded in 2012 by Jacques Attal and Christophe Boukobsva.
- - Hana Group has developed several Asian cuisine concepts (sushi, wok, poke) prepared on the spot in supermarkets.
- - Since the opening of its first kiosks at E.Leclerc and Auchan, Hana Group now has nearly 1,700 kiosks in 12 countries.
- - The group employs over 5,000 people.
- - Hana Group's most important markets are France and the United States.
- - In France, the Group has 500 kiosks.
- - In France, Hana Group is mainly present in supermarkets through its Sushi Market, Sushi Gourmet and Izakaya concepts.
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.
The limitless appetite of Foodiz - 20/09/2023
The champion of industrial sushi has just renamed all its entities (2B'Fresh, Marco Polo Foods, Le Petit Cuisinier and Happy Yummy) under the Foodiz name.
Baptise Bayart's company has sales of €70 million and a total workforce of over 500.
Marco Polo Foods, now Foodiz Fresh, supplies supermarket chains with private label sushi and its own Yedo brand with industrial sushi. The entity generates sales of €43 million and employs nearly 300 people.
Foodiz Cuisine houses the Le Petit Cuisinier business (sales of €15.3 million, 126 employees)
Planet Sushi fights for survival - 06/03/2023
- Planète sushi placed in compulsory liquidation
Restaurant chain generates sales of over €60 million 900 employees
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