Table of Contents
Introduction and Abbreviations
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- Food Courts – UK, Leisure Intelligence April 2004
- Catering for the Family – UK, Leisure Intelligence, December 2003
- Pub Visiting – UK, Leisure Intelligence, August 2004
- Premium versus Budget Eating Out – UK, Leisure Intelligence, November 2004.
- Definition
- Glossary
- Consumer research
- ACORN
- Abbreviations
Premier Insight
Summary of Key Report Findings
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- The sushi and noodles market has expanded
- Noodles are poised for growth
- Market demand is concentrated in the 15-44 age group
- Yo! Sushi and Wagamama dominate a largely fragmented market
- Brands might be gearing up for growth
- Sushi and noodle bars are difficult to classify
- New locations are essential to capture potential target markets
- Clear link between supermarket behaviour and eating out
- Aversion to raw fish an issue
- Takeovers by restaurant groups could herald radical changes
Market Factors
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- The eating out market’s share of consumer expenditure is poised to decline marginally
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- Figure 1: PDI and consumer expenditure, 1999-2009
- Changes within the socio-economic structure will have a positive impact on sushi and noodle bars
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- Figure 2: Structure of the UK adult population, by socio-economic group, 1999-2009
- The UK’s ageing population will hamper growth in sushi and noodle bars
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- Figure 3: Structure of the UK adult population, by age, 1999-2009
- The rise in pre-/no family consumers augurs well for the sector
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- Figure 4: Structure of the UK adult population, by lifestage, 1999-2009
- Healthy eating trend a bonus for sushi and noodle bar operators
- Supermarket sushi is not always a direct threat
- Ethnic influences have transformed British eating habits
- Sushi and noodle bars face tough competition from both restaurant and fast food operators
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- Figure 5: The eating out market*, 1999-2004
Market Size, Trends and Segmentation
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- Market value of the sushi and noodle bar market
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- Figure 6: Estimated value of sushi and noodle bar markets, 2004
- Market segmentation
- Sushi
- Noodles
The Supply Structure
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- Sushi outlets
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- Figure 7: Number of sushi outlets, by the top three brands, 2000-04
- Itsu
- Moshi Moshi
- Yo! Sushi Limited
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- Figure 8: Yo! Sushi Financial performance, 1999-2002
- Noodle bars
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- Figure 9: Examples of noodle bars in the UK, by outlet number, 2004
- Tampopo
- Miso Noodle Bar Limited
- Wagamama
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- Figure 10: Wagamama’s financial performance, 1999-2003
Advertising and Promotion
The Consumer
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- Use and awareness of sushi and noodle bars
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- Figure 11: Awareness and usage levels of sushi/noodle bars, March 2004
- Usage is currently low, but there is immense capacity for growth
- Sushi and noodle bars are visited mainly in the evening or after working hours
- Sushi and noodle bars are mainly the domain of the young
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- Figure 12: Awareness and usage levels of sushi/noodle bars, by gender, age and socio-economic groups, March 2004
- Working mothers show the most potential to want to visit sushi and/or noodle bars
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- Figure 13: Awareness and usage levels of sushi/noodle bars, by lifestage, Mintel’s Special Groups and working status, March 2004
- Sushi and noodle bars usage determined mainly by the breadth of restaurant experiences
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- Figure 14: Awareness and usage levels of sushi/noodle bars, by region and ACORN categories, March 2004
- The Internet is crucial to the success of sushi and noodle bars
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- Figure 15: Awareness and usage levels of sushi/noodle bars, by media usage, supermarket usage and commercial TV viewing, March 2004
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- Figure 16: Attitudes towards sushi/noodle bars, March 2004
- Misconceptions about sushi driving potential customers away
- The lack of familiar ingredients dissuades customers from visiting sushi/noodle bars
- Existing and potential sushi and noodle users like to try something new
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- Figure 17: Attitudes towards the food and menu served at sushi/noodle bars, by usage levels, March 2004
- Price is not a barrier for potential customers but it is for existing ones
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- Figure 18: Attitudes towards the price and value of sushi/noodle bars, by usage levels, March 2004
- Sushi and noodle bar users are more likely to buy supermarket sushi and noodles
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- Figure 19: General attitudes towards sushi/noodle bars, by usage levels, March 2004
- Sushi and noodle bars should consider targeting mature diners
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- Figure 20: Usage levels of sushi/noodle bars, by ethnic restaurant users and purchasers of supemraket sushi/noodles, March 2004
- Supermarket sushi and noodle buyers are the most apt to have positive views about sushi and noodle bars
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- Figure 21: Attitudes towards sushi/noodle bars, by selected attitudes towards ethnic cuisine and supermarket purchases, March 2004
- Celebrities might help change negative perceptions about sushi and noodles
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- Figure 22: Shared attitudes and preferences regarding sushi/noodle bars, March 2004
- Education is essential to create awareness and to stimulate purchases
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- Figure 23: Other shared attitudes and preferences regarding sushi/noodle bars, March 2004
- Targeting opportunities
- Adventurous (18% of the sample or 8.8 million adults)
- Evaders (10% of the sample or 4.9 million adults)
- Traditionalist (72% of the sample or 35.1 million adults)
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- Figure 24: Sushi and noodle target groups, by gender, age and socio-economic groups, March 2004
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- Figure 25: Sushi/noodle target groups, by lifestage, Mintel’s Special Groups and working status, March 2004
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- Figure 26: Sushi/noodle target groups, by region and ACORN categories, March 2004
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- Figure 27: Sushi/noodle target groups, by media usage, supermarket usage and commercial TV viewing, March 2004
- The Adventurous and Evaders are the key consumer segments to target
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- Figure 28: Key attitudes of sushi/noodle target groups, March 2004
- The Adventurous are more likely to use branded chains
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- Figure 29: Awareness and usage levels, by consumer type, march 2004
- Optimum target groups
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- Figure 30: Optimum target groups for sushi/noodle bars, March 2004
Consumer Attitudes and Targeting Opportunities – Detailed Demographics
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- The food and menu served at sushi and noodle bars
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- Figure 31: Attitudes towards the food and menu served at sushi/noodle bars, by gender, age and socio-economic groups, March 2004
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- Figure 32: Attitudes towards the food and menu served at sushi/noodle bars, by lifestage, Mintel’s Special Groups and working status, March 2004
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- Figure 33: Attitudes towards the food and menu served at sushi/noodle bars, by region and ACORN categories, March 2004
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- Figure 34: Attitudes towards the food and menu served at sushi/noodle bars, by media usage, supermarket usage and commercial TV viewing, March 2004
- The price and value of sushi and noodle bars
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- Figure 35: Attitudes towards the price and value of sushi/noodle bars, by gender, age and socio-economic groups, March 2004
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- Figure 36: Attitudes towards the price and value of sushi/noodle bars, by lifestage, Mintel’s Special Groups and working status, March 2004
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- Figure 37: Attitudes towards the price and value of sushi/noodle bars, by region and ACORN categories, March 2004
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- Figure 38: Attitudes towards the price and value of sushi/noodle bars, by media usage, supermarket usage and commercial TV viewing, March 2004
- Top general attitudes towards sushi and noodle bars
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- Figure 39: General attitudes towards sushi/noodle bars, by gender, age and socio-economic groups, March 2004
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- Figure 40: General attitudes towards sushi/noodle bars, by lifestage, Mintel’s Special Groups and working status, March 2004
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- Figure 41: General attitudes towards sushi/noodle bars, by region and ACORN categories, March 2004
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- Figure 42: General attitudes towards sushi/noodle bars, by media usage, supermarket usage and commercial TV viewing, March 2004
The Future
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- A diminishing consumer base might undermine the sustainability of businesses in the immediate future
- Sushi bars will remain a niche market
- The pace of expansion is anticipated to be slow but…
- …Urban Dining’s plans could radically alter the sushi and noodle bar market
- Healthy eating message a credit to the industry
- Supermarkets will help to stimulate interest in sushi and noodles
- Aversion to raw fish will continue to limit demand for sushi bars
- Education not discounting is the key to widening demand
Forecast
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- Scenario 1 – Trends remain the same
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- Figure 34: Forecast of the target groups of sushi and noodle bars, scenario 1, 2004-09
- Scenario 2 – Higher demand for sushi and noodles
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- Figure 35: Forecast of cooking typologies, scenario 2, 2004-09
- Scenario 3 – Consumers are not willing to try new outlets
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- Figure 36: Forecast of cooking typologies, scenario 3, 2004-09
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