“Sushi’s growth in the U.S. is one of the most compelling stories in seafood today,” said Dick Jones, executive director of the NFI Sushi Council.
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The U.S. sushi market is now worth about $22 billion, according to a newly released report commissioned by the National Fisheries Institute’s Sushi Council, which describes the category as one of seafood’s strongest "growth stories" in the country.
The study, carried out by research firm Spheric Research, estimates that restaurants account for roughly $16 billion of total sushi sales, while growth is also accelerating in retail and other foodservice channels.
The findings suggest sushi is no longer concentrated mainly in coastal cities or specialist restaurants. Inland states are now identified as some of the fastest-growing markets, which the report attributes to rising consumer interest combined with historically lower availability in those areas.
The retail sector has been a major part of that expansion, the authors say, with more than 12,500 sushi kiosks now operating across the US, most of which are located inside grocery stores, suggesting sushi is becoming part of the everyday food shopping experience for many consumers.
The NFI-backed report also identifies strong demand among younger consumers. Gen Z and millennials are said to be eating more sushi, drawn by its reputation as a healthy, convenient option with broad international appeal. One of the more notable findings, according to the report, is that lower-income Gen Z consumers say they eat sushi more often than higher-income Baby Boomers, which the council presents as evidence that the category is reaching a broader customer base.
“Sushi’s growth in the U.S. is one of the most compelling stories in seafood today, with strong momentum across both retail and foodservice channels,” said Dick Jones, executive director of the NFI Sushi Council, a pre-competitive group representing businesses across the sushi value chain, with a focus on food safety, economic integrity and category promotion.
“This report gives our industry the first comprehensive view of the category’s size, its drivers, and, importantly, the significant white space that still exists. From inland markets to non-traditional venues like hospitals and corporate dining, the opportunity for continued expansion is substantial,” Jones added.
Michael McNicholas, founding chairman of the NFI Sushi Council and chief executive of Oddisea SuperFrozen, said the plan is for the report to become an annual publication, arguing that the Sushi Council enables industry “to coalesce around innovation and shared standards in the sushi category.”
“The council’s landmark report will continue to evolve annually to further appraise the category and to drive increased value to our members,” he said, adding that the group is seeking more members from around the world with an interest in the US sushi market.
