Demand for fish-free sushi rolls grows faster than fish sushi rolls in Russia, chicken rolls up 2.3 times year-on-year
Data from the Japanese food delivery platform Моккано shows that from January to September 2026, sales of fish-free sushi rolls in Russia grew 2.3 times year-on-year, while traditional sushi rolls containing fish and seafood grew 1.8 times over the same period; 51% of respondents chose chicken rolls because they are cheaper.
Research data released on October 16, 2026, by the Russian Japanese food delivery platform Моккано shows that from January to September 2026, sales of fish-free sushi rolls on the Russian market grew 2.3 times compared with the same period in 2025. Over the same period, demand for traditional sushi rolls containing fish and seafood grew 1.8 times, a slower rate than the fish-free category.
Моккано analysts believe the popularity of fish-free sushi rolls may be linked to their more affordable prices and the wide choice of fillings. A survey cited by the service's press office to Fishnews confirms this trend: 51% of respondents said they chose chicken sushi rolls because they are cheaper; 27% cited a desire to try new combinations; 20% attributed it to taste preference; and another 10% mentioned restrictions related to seafood allergies and intolerances.
Beyond chicken, interest in other fish-free sushi roll categories is also rising, including vegan sushi rolls made with avocado and cucumber. A separate trend has also emerged in this category: cheese is no longer a standard filling but has become a featured ingredient.
According to Моккано data, from January to September 2026, overall sales of sushi rolls with all types of fillings grew 27% year-on-year. Analysts note that in an environment of more restrained consumer spending, food delivery ordering remains an affordable way for people to treat themselves.