Many Americans have been cautious as to where and what they spend their money on this year, but despite those economic concerns, sushi has maintained an impressive growth path.
“Like most food categories, we've navigated challenges related to inflation, shifting consumer spending patterns, and broader economic uncertainty, but sushi has remained remarkably resilient,” Hissho Sushi CEO Mathew Wilken told SeafoodSource.
Wilken attributed this resiliency to consumers perceiving sushi as an “accessible premium meal solution.” Additionally, because many Americans are dining out less often, Wilken said they’re looking to supermarket delis and other sources for restaurant-quality food.
That’s what Hissho Sushi, which operates 3,000 sushi locations nationwide in grocery stores, college campuses, hospitals, airports, and other foodservice environments, aims to offer.
“In an environment where many consumers are making more deliberate purchasing decisions, products that deliver convenience, freshness, quality, and perceived value have continued to perform well,” Wilken said. “Strong execution, innovation, and targeted promotions have helped drive traffic and maintain consumer engagement, even amid broader economic pressures.”
Retail data backs up Wilken’s claims.
Per market research firms Circana and 210 Analytics, sushi sales by value across all U.S. retailers increased 7.3 percent for the year ending in late March to around USD 3 billion (EUR 2.7 billion), while sales by volume rose 6.5 percent, despite overall grocery inflation.
Capitalizing on sushi’s increasing popularity, Hissho Sushi continues to expand across both traditional grocery and nontraditional locations where shoppers are looking for convenient, high-quality meal solutions, Wilken said.
The company is also rolling out new products aligning with innovative Asian flavors and Americans’ desire for convenient, healthy food options in familiar formats.
After a successful launch of its Mike’s Hot Honey Smoked Salmon Roll last year, the operator debuted Bachan's Spicy Tuna Burrito this May across more than 2,000 grocery locations. The product combines spicy tuna, avocado, fresh vegetables, and Hissho's Signature Crunch fried onion topping with the umami-rich flavor of Bachan's Original Japanese BBQ Sauce in a portable sushi burrito format, Wilken said.
The collaboration with Bachan’s reflects a broader innovation strategy at Hissho, Wilken said.
"As consumers increasingly seek both familiar and adventurous flavors, we are intentionally partnering with trusted and well-recognized brands that can help introduce new consumers to sushi while creating excitement for existing fans,” he said. "Bachan’s has built a passionate following by bringing authentic Japanese-inspired flavors to mainstream audiences, making them a natural partner for us as we continue to evolve the grocery sushi experience.”
At the recently held International Dairy Deli Bakery Association event in Orlando, Florida, U.S.A., Hissho also announced a new Langostino Lobster Crunch Roll and Thai Coconut Shrimp Roll will be available in July.
The trade show provided Hissho executives with an opportunity to connect with both existing and prospective retail partners and discuss the future of the space, Wilken said.
“For retailers not currently offering sushi, the category represents an opportunity to capture incremental trips, enhance the perception of their fresh perimeter, and provide a differentiated solution that resonates with today's consumer,” he said.
With every product the firm rolls out, Wilken emphasized that responsibly sourcing seafood remains a prioritized focus, according to Wilken.
“Our priority is building long-term relationships with trusted suppliers who share our commitment to quality, traceability, and responsible sourcing practices. That trust allows us to consistently deliver premium seafood products that our franchisees, retail partners, and consumers can feel confident in every day,” he said.
As consumer preferences continue to evolve, the company is “continually evaluating new supplier partnerships that support innovation, product availability, and growing customer demand,” Wilken added.
