Focus on

The sushi market

 Total market
Share of Market Share of Market
sushi Volume Sales (52w) sushi Value Sales (52w)
TY v LY Volume Sales % TY v LY Value Sales %
MAT 2YA MAT YA MAT TY Change MAT 2YA MAT YA MAT TY Change
ASDA 10% 4% 6% 52% ASDA 8% 4% 6% 66%
MORRISON GROUP 0% 1% 3% 327% MORRISON GROUP 0% 1% 3% 312%
TOTAL SAINSBURY 15% 17% 18% 32% TOTAL SAINSBURY 12% 15% 16% 29%
TESCO 24% 34% 46% 63% TESCO 21% 28% 45% 84%
OTHER 51% 44% 26% -29% OTHER 59% 53% 31% -32%
TOTAL GB (Tonnes) 1,755 2,510 2,943 17% TOTAL GB (£k) £ 24,662 £ 32,188 £ 38,947 21%

Share of Market Share of Market

fish Volume Sales (52w) fish Value Sales (52w)
TY v LY Volume Sales % TY v LY Value Sales %
MAT 2YA MAT YA MAT TY Change MAT 2YA MAT YA MAT TY Change
ASDA 15% 15% 15% 5% ASDA 12% 12% 12% 10%
MORRISON GROUP 13% 12% 12% 2% MORRISON GROUP 12% 11% 11% 3%
TOTAL SAINSBURY 14% 15% 15% 5% TOTAL SAINSBURY 17% 18% 18% 6%
TESCO 26% 28% 28% 1% TESCO 25% 26% 26% 5%
OTHER 32% 29% 29% 0% OTHER 34% 33% 32% 3%
TOTAL GB (Tonnes) 377,329 385,103 387,655 1% TOTAL GB (£m) £ 2,407.5 £ 2,590.6 £ 2,700.6 4%

• The total sushi market was worth £38.9 million in the 52 wks to 12th July 2008, up
21% on the previous year.
• Sushi represents 0.8% of total fish sales by volume with 2,943 tonnes sold.
• The current market leader is Tesco, accounting for 46% of all sushi volume sales.
• Other retailers e.g. – Boots, Waitrose and M&S – whose market share fell by 32%
compared with last year, have started to struggle as sushi’s appeal grows and it
becomes a mainstream product.
 Social class
Social Class
Sushi Value Sales 52 Wks MAT

45% 120%

YoY Sushi Sales increase

40% 100%
35% 80%
30% 60%
Market Share

25% 40%
20% 20%
15% 0%
10% -20%
5% -40%
0% -60%
CLASS AB CLASS C1 CLASS C2 CLASS D CLASS E
% Of Sushi Market 34% 39% 16% 6% 5%
% Of Total Market 31% 28% 18% 13% 10%
± Sushi v Total Fish market share 3% 11% -2% -7% -5%
Sushi YOY % Change -8% 110% 0% -43% 28%

• Social class ABC1 were responsible for nearly 75% of all sushi sales while
accounting for less that 60% of total fish sales.
• Classically the preserve of class AB consumers, the C1 social class are driving the
growth in the category – 110% year on year growth in value sales.
• The increased availability of previously aspirational products has led to traditionally
C1 office workers swapping sandwiches for sushi at lunchtime.
 Age
Age Range
Sushi Value Sales 52 Wks MAT

40% 120%

YoY Sushi Sales increase

35% 100%
Market Share 30% 80%
25% 60%
20% 40%
15% 20%
10% 0%
5% -20%
0% -40%
16 TO 24 25 TO 34 35 TO 44 45 TO 64 GE 65
YEARS YEARS YEARS YEARS YEARS
% Of Sushi Market 6% 23% 33% 27% 11%
% Of Total Market 3% 13% 19% 35% 30%
± Sushi v Total Fish market share 3% 10% 14% -8% -19%
Sushi YOY % Change 112% 76% 20% -7% -19%

• Inverse correlation between age and market growth: 16-20 yrs growing at 112%, 34–44
years growing at 20% while the 65+ age group’s sales are declining at 19%.
• 34-45 age group are responsible for a third of value sales and have a 14% greater share of
the sushi market than total fish – they have the developed palate and finances to support
their desire.
• Difference in age profiles: 16–44 more sushi than fish, 45+ more fish that sushi
 Region
Region
Volums Sales 52 Wks MAT

45% 35%
40% 30%

YoY Sushi Sales increase

35% 25%
30% 20%
Market Share

25% 15%
20% 10%
15% 5%
10% 0%
5% -5%
0% -10%
Lancs and
East of South & South Wales &
Central English London North East Yorkshire Scotland
England South East West West
Border

% Of Sushi Market 10% 6% 9% 40% 3% 10% 2% 7% 5% 8%

% Of Total Market 15% 7% 12% 21% 5% 10% 3% 8% 10% 7%
± Sushi v Total Fish market share -5% -1% -3% 19% -2% 0% -1% -2% -5% 1%
Sushi YOY % Change 22% 12% 9% -1% 20% 24% 14% 13% 28% 30%

• London has the highest share of the sushi market (40%) but is the only one where the
market is flat.
• Scotland is the only region outside London to have a greater share of the sushi market
that of the total fish market, and it has the highest year on year year growth at 30%.
• The South West and the North East have the lowest market share but Central and
Yorkshire show the biggest difference between total fish and sushi market share.