The sushi market - Germany

Since 2020, the German sushi market has continued to show resilience and adaptability despite the drop in the number of taxable restaurants due to the pandemic, with revenues falling to €22.5 billion in 2020 from €31 billion. However, demand for sushi remains strong, particularly among younger consumers who value convenience over quality. The trend towards home delivery and the growing number of supermarkets offering sushi, including innovative shop-in-shop concepts, have fuelled market growth. Sushi Daily and Eat Happy are notable players capitalizing on this trend, with the former boasting around 700 sushi bars across Europe. Online food ordering, including sushi, which holds a significant 21.1% share of delivery preferences, has also seen considerable growth, indicating the market's move towards digital consumption. Despite challenges, such as rising raw material prices affecting non-traditional restaurants, the market has maneuvered effectively by offering more affordable sushi options in retail spaces, targeting a younger population focused on sustainability and quality.

The evolution of sushi consumption in Germany

The German sushi market has transformed considerably over the years, with this once niche culinary delight finding its place in the mainstream of the country's gastronomic scene. With a resilience that has enabled it to navigate the competitive tide without facing the saturation experienced by some of its European neighbors, notably France, the German sushi market continues to thrive. One of the most remarkable developments in the market is the changing face of demand. The appeal of sushi in Germany is particularly strong among the younger generation, with 39% of total consumers belonging to this demographic. This rise is linked to the trend towards "ready-to-eat" options, which respond to the lifestyles of individual households and a mobile society that favors fast, quality meals. As part of the "ready-to-eat" revolution, sushi's penetration of the snack market has risen dramatically, from around 7% to over 30%. The growth rate of this sector has outstripped that of others, suggesting an impressive 343% increase in the space of a few years. This appetite for sushi is not only felt in restaurants, but also in supermarkets, representing a critical shift towards more accessible and profitable sushi formats. German supermarkets have seen an increase in the presence of sushi, with penetration rising from around 1.6% to figures that demonstrate that this cuisine has become a mainstream staple. Alongside this trend, price reductions averaging 11. 8% have strengthened sushi's position in the food retail sector. Demand is dominated by products such as salmon and tuna, which collectively account for 68% of German sushi consumption preferences. This is in line with global trends, where these two fish are often synonymous with sushi. In a nod to the ten-year transition of the sushi market in Germany, sushi restaurant revenues, despite the decline in the physical number of establishments, have not fallen significantly. Even in the face of the COVID-19 crisis, when the catering sector dropped to around 22.5 billion euros from 31 billion euros the previous year, sushi establishments proved resilient. This resilience is reflected in estimated analyses which show that the sushi market in Germany is valued at something like 300 million euros. Sushi consumption is a mix of tradition and convenience. A significant proportion of Germans, around 29.2%, continue to frequent traditional Japanese restaurants, but the growing appeal of supermarket sushi bars highlights a market that is adapting and reacting.

The main players in the German sushi market

As the German sushi market continues to thrive, several key players have emerged, distinguished by their innovation, adaptability and keen understanding of consumer preferences. These pioneers have not only catalyzed market growth, they have also redefined standards of quality and convenience in the sushi industry. Here's an overview of the most influential sushi suppliers in Germany:

• Sushi Daily

Forerunner of the sushi revolution in supermarkets, Sushi Daily has carved out a niche for itself with its on-site fresh sushi preparation counters in various European supermarkets. Its presence in Germany testifies to its commitment to offering fresher, more affordable and more accessible sushi to the everyday consumer. Sushi Daily's rapid expansion illustrates the successful synergy between sushi artisans and retail convenience.

• Natsu Foods

This brand has capitalized on the German "ready-to-eat" trend by offering a varied range of Asian-inspired dishes, with sushi making up a significant part of its portfolio. Natsu Foods caters to a health- and environment-conscious population, emphasizing environmental sustainability and the quality of its ingredients. Its products are staples in German supermarkets, attracting young consumers who appreciate quick, healthy meal choices.

• Happy eating

With an ethos that aligns perfectly with the modern lifestyle of people on the move, Eat Happy has gained popularity by emphasizing the freshness of its products. It has mastered the art of integrating sushi bars into supermarkets, offering customers a "takeaway" solution without compromising the sushi experience. Eat Happy's model is testimony to the success of its strategy to make sushi an everyday pleasure for as many people as possible.

• Traditional Japanese restaurants

While brands such as ZENKICHI in Berlin and Senju in Mannheim may not boast the staggering sales of some of the larger chains, they are the guardians of authentic Japanese cuisine in Germany. These restaurants serve as culinary beacons for those seeking a more traditional sushi experience, with the nuances and rituals that accompany Japan's rich culinary heritage.

• Delivery services

As the trend towards home meal delivery continues to grow, sushi has become a favorite among German consumers. The rise of delivery services and platforms has taken sushi from the ambience of the restaurant to the comfort of home, further boosting its popularity across the country. The pioneers of this segment are adapting to this new dynamic and ensuring that sushi remains an essential part of the German fast-food scene.

Inforamtion

• Number of pages : ~ 40 pages
• Format : Digital and PDF versions
• Last update : 21/12/2022

Summary and extracts

List of charts presented in this market study

• Number of Japanese restaurants by geographical area
• Evolution of the value of exports of fishery products
• Sales of taxable restaurants
• Number of sushi restaurants
• Number of restaurants subject to tax
• Market size of the "Ready to eat" market
• Evolution of the penetration of snacks in the market
• Most popular fish in sushi
• The first thing that comes to mind when you think of tuna
• Origin of the sushi salmon
• Specific profile of sushi consumers (age/family)
• Age category of sushi consumers
• Type of meal consumption
• Most Promising Sectors
• The most ordered dishes by delivery
• Evolution of the share of home-delivered food in consumption patterns (food services)