Instore - December 2018 - 20

specialty insights

CONSIDER

Sushi

As the largest living generation, millennials'
food preferences are driving industry
trends more than ever. "Supermarkets
are raising the bar on their foodservice offerings and by doing
so are attracting the attention of
the coveted millennials," stated a
recent report from NPD Group.

novel ways. Accordingly, FujiSan is excited to launch sushi doughnuts next year.
Genji, another premium provider of sushi and Japanese cuisine, is
also appealing to millennials by "leading the charge to making panAsian cuisine available at retail," says Josh Onishi, CEO and president
of Hana Group North America, which owns the Genji brand.

The sushi industry in particular is
capitalizing on millennials' penchant
for ethnic foods and prepared meals that
are local, creative, and sustainable.

"For the millennial in need of a quick and healthy meal who maybe
doesn't like sushi, we have a line of heat and eat products called Wok
Street, available in the refrigerated case at select Genji locations.
The familiar dishes like General Tso's chicken and lo mein are great
because a lot of millennials and Gen Zers say they want to make a
home-cooked meal but simply don't have the time."

Hissho Sushi, one of the largest U.S. providers of sushi, has found that
millennial and Generation Z shoppers want innovative, authentic
flavors that are fresh, healthy and satisfying options, and in particular, they want more sushi. Hissho is, according to Breana Jones, the
company's marketing director, "leading the charge on delivering
these premium rolls and menu items that younger consumers crave."

Genji is also aiming to cater to millennials through its sushi offerings
by introducing rolls made with a broader selection of ingredients. In
2019, Genji will add five new rolls to its lineup, two of which are made
with chicken.

Hissho Sushi

To gain a deeper understanding
of the millennial market in 2019,
sushi companies like FujiSan are also expanding to universities and
working to reach within college campuses by increasing social media
presence, raffles, and free giveaways.
According to Alexis Meruelo, business development manager with
FujiSan, "We are starting to see a huge increase in millennial buying
power as consumers. Some of the key trends that are on the horizon
for 2019 include paleo diets, gluten-free options, vegan options, and a
strong emphasis on sustainably sourced seafood."
Feeding over 60,000 students a year through innovation, research,
and development, sushi producer FujiSan prides itself on fun and
exciting products that allow millennials to try authentic foods in
20 * DECEMBER 2018 * instore

Alongside protein alternative sushi trends, the North American Meat
Institute (NAMI) recently debuted "Beefshi," a concept using prepared
beef products like roast beef, corned beef, pastrami, bologna, and hot
dogs as sushi rolls.
"Beefshi is a concept we designed with millennials in mind" says Eric
Mittenthal, vice president of public affairs for NAMI. "We wanted
to help millennials think about these products in a new and delicious way. Beefshi also taps into millennial interest in international
cuisine. Particularly for many people who might not enjoy raw
seafood, Beefshi makes sushi more accessible for more people."
NAMI is currently working alongside beef councils in states around
the country to develop rolls with state specific themes, such as their
2018 rolls the "Inside Out Wisconsin Maki," "Carolina Roll," and "Texan
Roll" that tied in flavors
popular in those states.
NAMI will be releasing
eight new rolls in
2019. "There is a
lot more opportunity to
expand
the

Beyond
fish

FUGI SAN, NAMI

We're bringing
our premium,
high-quality sushi
directly to them,
where they work,
live and play."

To ensure their products get to
millennials, Hissho is making
sushi more widely available
where millennials are found:
"their neighborhood grocery
store, the hospital they work in,
the airport they're flying out of,
their college campus, and even
the stadium where their favorite
NFL football team plays. We're
bringing our premium, highquality sushi directly to them,
where they work, live and play."
Instore - December 2018

Table of Contents for the Digital Edition of Instore - December 2018
