Salmon takes the lead: Sushi is now a $22 billion industry in the US
Sushi has become one of the strongest growth drivers in the US seafood market. New insights into the American sushi market highlight the opportunities within the category and what US consumers value.
According to a new report on the US sushi market from the National Fisheries Institute’s Sushi Council, sushi now has a total market value of around $22 billion across grocery retail, restaurants, catering and the institutional market. The restaurant segment alone accounts for around $16 billion, underlining the importance of sushi as a foodservice category.
Karine Rød Haraldsson, the Norwegian Seafood Council’s representative in the US, believes the new insights into the US sushi category are important.
“With insights from the new report, we can now see that the sushi category is growing faster than the rest of the seafood segment. This development is being driven by changing eating habits, a stronger focus on health, and growth in grocery retail,” Rød Haraldsson explains.
Salmon sushi is a key driver
The analysis from the NFI Sushi Council shows that there is still room for expansion for sushi, both geographically and in new channels. A significant growth driver is increased investment from Japanese companies.
The report notes that major Japanese restaurant and trading companies are investing heavily in the US to compensate for declining domestic markets. This includes acquisitions of sushi kiosk operators, the establishment of new restaurant concepts, and the use of automation and robotics to reduce costs and increase scalability. These developments are helping to professionalise and industrialise the sushi category in the US foodservice market.
“In the midst of this development, one raw material clearly stands out: salmon. The report highlights that salmon-based sushi varieties are a key driver behind the category’s broad acceptance among consumers. This is largely due to the product’s availability, mild flavour and strong association with health,” says Rød Haraldsson.
From niche product to everyday choice
Sushi has evolved from being a niche food for consumers in large cities and high-income segments to becoming an everyday meal.
The report shows that:
• Around 45% of US consumers “like” or “love” sushi
• A large proportion of these consumers are Gen Z and Millennials
• For these groups, sushi has become an “everyday choice” and is seen as a convenient, protein-rich meal
• Sushi is also perceived as an easy meal option that fits new eating habits characterised by snacking, flexible meals and smaller portions
• Low-income Gen Z consumers eat sushi more often than high-income Baby Boomers, indicating a clear democratisation of the category
