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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
Sushi is a Japanese dish made of vinegar rice (shari) and another ingredient (neta) which is usually raw fish.
There are different types of sushi, but the main ones are:
- Makis - Sushi wrapped in a roll-shaped seaweed
- Temaki - similar to maki in preparation, but shaped like a cone
- Nigiri - a slice of raw fish on an oval shaped rice ball
The global market is booming, driven by the dynamism of Japanese restaurants in all regions of the world. Growth is particularly driven by Asia and North America, which have the largest number of Japanese restaurants.
The United States has a mature market, where more than half of the population has already tried sushi. The market is growing but at a moderate pace, and the average American eats sushi 2.13 times a year. [Tastewise] Today, there are approximately 30,000 sushi restaurants in the United States.
Finally, the effect of COVID-19 on the industry is mixed; restaurants in states that have implemented mobility restrictions have suffered tremendously from declining sales.
1.2 The global market
Sushi is strongly embedded in Japanese culture, which has a positive impact on the revenues the industry generates. These revenues were slightly affected by the crisis between **** and ****, losing *% of their value (***).
Sales of sushi stores Japan, ****-****, in thousands of billion yen Source: ****
In ****, there were approximately ***,*** Japanese restaurants outside ...
1.3 The American market
The decline in total U.S. restaurant sales in **** due to the health crisis was followed by a good recovery the two following years.
U.S. restaurant sales United States, ****-****, USD billion Source: ****
Given that the number of Japanese restaurants was around **,*** in ****, and the number of restaurant and food ...
2 Analysis of the demand
2.1 Specificities of the American demand
The Tastewise website, which has a majority of American users, allows us to observe trends in sushi consumption in the United States. We can see that salmon is the most popular fish in terms of quantity of sushi consumed.
Top raw ingredients and combinations United States, ****, in % Source: ****
Indeed, the interest ...
2.2 Popularity of food delivery and take-out
The health crisis has led to an increase in the popularity of take-out food. In fact, **% of the U.S. population would have had food delivered to them by early ****. It is also interesting to note that Americans eat **% more packaged food than fresh food and that more than one in ...
3 Market structure
3.1 A dynamic sector
The number of Japanese restaurants in the US is **,*** in ****. The following graph shows that despite a small decline in **** surely related to the health crisis, the number of Japanese restaurants in the US resumed its growth from **** to exceed the **,*** restaurant mark the following year.[***] Japanese restaurants in the US United ...
3.2 Supply of fish used in American sushi
As we saw in the demand section, salmon and tuna are the most consumed fish in U.S. sushi restaurants.
It is possible to observe the details of the American supply of fresh or frozen salmon and tuna not intended for canning. First of all, we note that in terms of ...
3.3 California rice production
Most of the rice used in sushi in the United States comes from California and more specifically from the Sacramento area.
Indeed, the rice industry in California was valued at $* billion and employed around **,*** people in ****. The president of the California Rice Commission stated that the rice in sushi consumed throughout ...
4 Analysis of the offer
4.1 Typology of the offer
In the United States, consumers have a diverse selection of sushi to choose from. Makis: sushi in the form of a roll wrapped in seaweed Temaki: similar to maki, in the form of a cone Nigiri: a slice of raw fish placed on an oval-shaped rice ball California roll : a maki ...
4.2 Average price per type of sushi
The price of sushi varies depending on the distribution channel, the type of sushi and the additional ingredient (***). In addition, restaurants usually offer platters or packages with an assortment of sushi which again increases the price range at which sushi is sold.
Sold by a chain or a supermarket kiosk, a ...
5 Regulation
5.1 Regulations concerning the sale of sushi in the United States
FDA legislation on raw fish
While the FDA does not provide specific guidance on the fish used for sushi, strict rules exist for the handling and storage of raw fish, detailed in the "Parasite Destruction Guarantee".
Following the capture of a fish, the following guidelines must be followed:
Freeze and store ...
6 Positioning of the actors
6.1 Segmentation
- Trident Seafoods
- Pacific Seafood
- Yo! Sushi
- Wasabi
- Genji Inc.
- Benihana
- Zuma
List of charts presented in this market study
- Restaurant and foodservice sales in the United States
- Sushi restaurant market in the United States
- Number of Japanese restaurants by geographical area
- Sales of sushi stores
- Main ingredients and combinations
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