April 9, 2026 — The U.S. sushi industry has rapidly grown to become a USD 22 billion (EUR 18.8 billion) industry, according to a new report from the National Fisheries Institute’s (NFI) Sushi Council, which found that its consumption has expanded far beyond traditional sushi restaurants to mainstream casual dining restaurants, retail delis, and other channels.
The report said that sushi has experienced “explosive demand” among U.S. consumers, particularly among Gen Z and millennials who are attracted to sushi’s perceived health benefits, convenience, and global flavor profile. Notably, lower-income Gen Z consumers report higher sushi consumption frequency than higher-income baby boomers, “signaling a broadening and democratization of the category,” NFI said.