The reduction in prices and the introduction of ready-made ingredients are driving sushi into discount stores and supermarkets, with an increase in sales and new fast-food dining formulas.
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There is increasingly more sushi in the shopping carts of Italians. In the year ending October 2025, over 20.4 million packages were sold among supermarkets, hypermarkets, self-service, and discount stores, which is 2.5% more than in the previous twelve months (source: Niq). However, the turnover remained substantially stable at 167.8 million euros. "A trend that can be explained by the decrease in the average price (-2%) and the price per package (-2.7%), as a result of a slight increase in the intensity of promotions (+0.4 points)," says Federico Bracaglia, account development at Niq. It is therefore the greater affordability that supports the sales of sushi in the grocery distribution sector, a product that is still expensive (the average price is 30.40 euros/Kg) but always highly appreciated, so much so that it is purchased by 3.2 million families (source: YouGov). Italians do not seem to want to give up this specialty based on raw fish that is especially popular in the ...