Beyond Fish: The Future of the Global Sushi Market
Beyond Fish: The Future of the Global Sushi Market is a way for anyone to gain access to asymmetric insights about the global sushi landscape and the intricacies of the US consumer. The report offers a unique inside view into how consumers engage with sushi, from retail and foodservice channels in the US to the centers of innovation in Asia.
Table of contents:
- Sushi consumer mindset
- Fish: sushi right to play
- US sushi demand: diced up by age and income
- Latest innovations from Japan
- Future of retail and foodservice channels
- Sushi in the world: key trends
Our proprietary data is the foundation of this report and was derived from a national quantitative survey of US sushi consumers, combined with extensive, first-hand qualitative research. This includes insights gathered from field trips to Japan and in-depth interviews with key seafood processors in major Asian hubs.
The data reveals a consumer who views sushi through a complex lens of dichotomy. It is seen as both an Everyday Indulgence and a carefully considered purchase, a Social Ritual guided by tradition, yet fraught with concerns about purity and safety. Our analysis also challenges the core assumption of its key ingredient, exploring how constant innovation is pushing the boundaries of what can be considered “sushi” and revealing a growing consumer acceptance for formats beyond fish.
The goal of this report is actionability. Whether using our data to power internal analysis or by applying our insights to your business, Beyond Sushi is your roadmap to the modern sushi consumer and the global landscape ahead.
