Sushi in trouble

A major sushi producer came to us with a cry for help:

Sushi should be a dynamic category - so why are supermarket sales of sushi so lacklustre?

The challenge

Just who are the customers?

What do they want, care or know about sushi?

What would make them buy it in a supermarket?

What’s a good portion size and what are they willing to pay?

The Approach

Source potential, occasional and regular sushi buyers from a range of outlets in Manchester, Watford, London & Glasgow

Carry out four x two-hour group discussions

Accompany buyers on sushi shopping trips

The sushi market is a bit like...

swimmers at a Lido.

Some are paddlers, testing the water.

Some are proficient swimmers willing to put their head under.

Some are deep-sea divers...looking to swim with the sharks

The solution:

Match a new Sushi range to the new analogy.

Something for the novice – approachable, nothing too frightening

Middling sushi – when you’ve taken off the arm bands you might enjoy these new varieties

Sushi divers – scary stuff, raw everything, the more authentic the better

How was it for you?

In this supermarket...

‘sushi for beginners’ range tempted in the more nervous

Deep sea divers realised this is where they should go for the authentic sushi

Ongoing research continues to test the waters !