Summary of our market study

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, while Itsu had £116.6 million and Wasabi £115.1 million. 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%, and further growing to an estimated 641. 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. 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.

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.

the sushi market - UK

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Last update : 11/01/2021

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].

2 Demand Analysis

3 Market structure

4 Analysis of the offer

5 Regulation

6 Positioning of the players

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