*Sushi has gone from an exotic treat to a staple in American dining, appearing everywhere from school cafeterias to gas stations. The COVID-19 pandemic accelerated this shift, with chefs noting a surge in demand, The New York Times reports.
Richard Barry of the National Fisheries Institute noted that many new consumers entered the category, especially millennials who grew up eating sushi, contributing to its widespread appeal.
As Americans grew tired of repetitive home-cooked meals, sushi became a convenient and appealing choice, whether from upscale restaurants or grocery stores. Kroger, the nation’s largest sushi retailer, reported a 50 percent increase in sales since 2019, now moving about a million rolls daily. At Blue Ribbon Sushi’s 12 locations, to-go orders jumped from 6 percent to 30 percent of business.
Retail sushi, often sold in supermarket deli sections, reached a $2.8 billion market in 2024, up 7 percent from 2023, according to Circana. Even at the University of Massachusetts Amherst, sushi consumption has grown roughly 30 percent annually since 2018, with students eating it throughout the day, according to culinary director Alexander Ong.
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To meet rising demand, some restaurants have innovated. Sugarfish developed a patented takeout box inspired by bento and minimalist design. Mass-produced sushi, made by companies like Bento and Fuji Foods, uses superfrozen fish, which is safe but less nuanced than artisanal versions. The CDC reports only two sushi-related illness outbreaks in the past decade—far fewer than those linked to poultry or beef.
Sushi’s Americanization, beginning with the California roll in the 1970s and continuing with modern twists like mango or cream cheese, has broadened its appeal but also raised concerns about straying from traditional techniques. Some chefs worry that these adaptations, while popular, may move too far from sushi’s origins.
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