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    The Sushi Market

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    Yosanon Pattanasriroj
    1) The total sushi market in the UK was worth £38.9 million in the past year, growing 21% compared to the previous year. 2) Tesco is the current market leader for sushi, accounting for 46% of sushi volume sales. 3) Sales of sushi have been growing fastest among middle-class consumers (social class C1), up 110% year-over-year, and among younger consumers aged 16-24, up 112% year-over-year.

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    The Sushi Market

    Uploaded by

    Yosanon Pattanasriroj
    323 views5 pages
    1) The total sushi market in the UK was worth £38.9 million in the past year, growing 21% compared to the previous year. 2) Tesco is the current market leader for sushi, accounting for 46% of sushi volume sales. 3) Sales of sushi have been growing fastest among middle-class consumers (social class C1), up 110% year-over-year, and among younger consumers aged 16-24, up 112% year-over-year.

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    1) The total sushi market in the UK was worth £38.9 million in the past year, growing 21% compared to the previous year. 2) Tesco is the current market leader for sushi, accounting for 46% of sushi volume sales. 3) Sales of sushi have been growing fastest among middle-class consumers (social class C1), up 110% year-over-year, and among younger consumers aged 16-24, up 112% year-over-year.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    323 views5 pages

    The Sushi Market

    Uploaded by

    Yosanon Pattanasriroj
    1) The total sushi market in the UK was worth £38.9 million in the past year, growing 21% compared to the previous year. 2) Tesco is the current market leader for sushi, accounting for 46% of sushi volume sales. 3) Sales of sushi have been growing fastest among middle-class consumers (social class C1), up 110% year-over-year, and among younger consumers aged 16-24, up 112% year-over-year.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 5

    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.

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