Poke Foods

Global Poke Foods Market to Reach US$16.7 Billion by 2030

The global market for Poke Foods estimated at US$9.3 Billion in the year 2024, is expected to reach US$16.7 Billion by 2030, growing at a CAGR of 10.2% over the analysis period 2024-2030. Traditional Poke Bowls, one of the segments analyzed in the report, is expected to record a 11.1% CAGR and reach US$10.5 Billion by the end of the analysis period. Growth in the Sushi Burritos segment is estimated at 9.1% CAGR over the analysis period.

The U.S. Market is Estimated at US$2.4 Billion While China is Forecast to Grow at 9.8% CAGR

The Poke Foods market in the U.S. is estimated at US$2.4 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$2.6 Billion by the year 2030 trailing a CAGR of 9.8% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 9.5% and 8.6% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 8.1% CAGR.

Global Poke Foods Market - Key Trends & Drivers Summarized
From Hawaiian Tradition to Global Bowl Craze: How Poke Is Disrupting Fast Casual Dining Trends

Why Has Poke Emerged as a Health-Centric, Customizable Food Trend in Global Markets?

Poke (pronounced poh-kay), a traditional Hawaiian dish centered around cubed raw fish—typically ahi tuna—marinated and served over rice or greens, has evolved into a global culinary phenomenon. Today’s poke foods span a wide spectrum of customizable bowls featuring various proteins, grains, vegetables, and toppings, aligning with modern health-conscious, fast-casual dining preferences. What sets poke apart is its versatility, nutrient density, and perceived freshness, which has attracted a global demographic of health-savvy, convenience-seeking consumers. Modern poke offerings combine influences from Japanese, Korean, and Californian cuisines, incorporating ingredients like edamame, kimchi, spicy mayo, mango, avocado, seaweed salad, and crispy onions. Poke bowls can be tailored to dietary restrictions—offering gluten-free, keto-friendly, vegan, or high-protein options—allowing foodservice operators to cater to a broader audience. The visually appealing nature of poke, often presented in transparent containers or artistic arrangements, has amplified its appeal via social media platforms, further fueling consumer interest and adoption across global markets.

The popularity of poke is closely linked to the rise of build-your-own (BYO) concepts and bowl-based dining, mirroring trends in burrito bowls, smoothie bowls, and grain-based salads. Its lean protein content, omega-3 fatty acids, and low-carb customization options make it a frequent choice for fitness-conscious and time-constrained consumers seeking “clean label” eating without sacrificing taste or variety.

Which Markets, Channels, and Demographics Are Driving Poke Food Proliferation?

North America remains the epicenter of the global poke bowl market, particularly the U.S., where cities like Los Angeles, San Francisco, New York, and Miami have witnessed an explosion of poke-focused quick service restaurants (QSRs), ghost kitchens, and food trucks. National chains such as Sweetfin, Pokeworks, and Poke Bar have scaled rapidly using franchising and digital-first formats to meet surging demand across metropolitan and suburban regions. Europe is emerging as a strong secondary market, with poke restaurants gaining traction in urban hubs such as London, Berlin, Paris, and Madrid. The growth is driven by increasing consumer awareness around seafood-based nutrition, flexitarian diets, and international flavor exploration. In Asia-Pacific, the trend is particularly visible in Japan, South Korea, Singapore, and Australia, where sushi culture and seafood familiarity have lowered the barrier to poke adoption. Major cities in Latin America and the Middle East are also witnessing poke integration into fusion cuisine menus in fine-casual formats. Delivery apps and digital ordering platforms have become central to the poke bowl consumption experience. The format lends itself well to delivery due to low reheat requirements and customizable packaging. Ghost kitchens and virtual brands are capitalizing on the low footprint, high-turnover model by offering multiple bowl types without needing full dine-in infrastructure. Millennials and Gen Z constitute the primary consumer base, driven by lifestyle alignment, social media aesthetics, and dietary personalization.

How Are Product Formulations, Sourcing Practices, and Retail Channels Evolving in the Poke Segment?

The poke food category is evolving in tandem with consumer demand for sustainability, transparency, and functional nutrition. Restaurants are expanding protein offerings to include salmon, tofu, shrimp, scallops, seared tuna, cooked chicken, and even plant-based seafood analogues. Grain alternatives like quinoa, cauliflower rice, soba noodles, and wild rice are being offered alongside traditional sushi rice bases. Toppings now include prebiotic-rich seaweed, probiotic kimchi, turmeric-based sauces, and high-fiber legumes. Sustainable sourcing of fish has become a focal point, with operators partnering with MSC-certified suppliers or using farm-raised, traceable seafood to meet environmental compliance and consumer expectations. Packaging is also being redesigned using compostable bowls, PLA-coated containers, and sugarcane pulp lids to reduce plastic use. Ingredient transparency through labeling apps, allergen identifiers, and QR-code traceability is gaining importance, particularly for health-conscious and environmentally aware consumers. Retail formats are also diversifying. Pre-packaged poke bowls are entering grocery chains, convenience stores, and airport concessions, often co-branded with established seafood brands. In-store poke bars, similar to sushi kiosks, are being tested in large supermarkets to offer fresh, made-to-order options in high-footfall zones. Pop-up poke concepts are emerging at food halls, farmers’ markets, and seasonal venues, using modular kitchen designs for rapid deployment.

What Are the Main Market Forces Fueling Growth in the Global Poke Foods Industry?

The growth in the poke foods market is driven by several intersecting trends including fast-casual dining preferences, health-forward eating, and digital-native consumption behavior. One of the foremost drivers is consumer desire for high-quality, nutrient-dense meals that are customizable and convenient. Poke meets this demand by offering a fresh, fast, and flexible meal option with a healthy brand image and visual appeal. As consumers shift toward minimally processed, whole-food meals, poke bowls are emerging as a functional food category on par with salads and wraps. Another key driver is the increasing penetration of food delivery platforms. The bowl format, with minimal spill risk and customizable builds, makes poke ideal for online ordering and third-party delivery. This has allowed poke concepts to scale rapidly via ghost kitchens and virtual brands. Furthermore, the use of sustainable packaging and responsible seafood sourcing aligns with growing consumer consciousness and ESG priorities in food procurement. Health trends such as pescatarianism, intermittent fasting, and macro-tracking diets have boosted the popularity of poke for its low-carb, high-protein profiles. Foodservice operators are responding with performance bowls, immunity boosters, and “functional” poke offerings loaded with gut-friendly and anti-inflammatory ingredients. As urban consumers prioritize health, convenience, and sustainability, poke continues to stand out as a resilient, globally scalable food format.

SCOPE OF STUDY:

The report analyzes the Poke Foods market in terms of units by the following Segments, and Geographic Regions/Countries:

Segments:
Product (Traditional Poke Bowls, Sushi Burritos, Poke Salads); Distribution Channel (Offline Distribution Channel, Online Distribution Channel); End-Use (Quick Service Restaurants End-Use, Casual Dining End-Use, Retail End-Use)

Geographic Regions/Countries:
World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; and Rest of Europe); Asia-Pacific; Rest of World.

Select Competitors (Total 34 Featured) -

• Acme Smoked Fish Holdings
• Ahipoki Bowl
• ALOHA POKE Co.
• Annasea Foods Group
• FreshFin Poke
• Hartford Poke Co.
• HEALTHY POKE SL
• ia poke
• Island Fin Poke Co.
• MTY Food Group Inc.
• OnoPoke Food Shop
• Poke Me Group Pty Ltd.
• POKED
• Pokeworks
• Red Poke
• Sweetfin
• THE FISHBOWL
• The Poke Co. & Wings
• The Poke Lab
• White Rabbit Projects

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