Roll over: fresh wins over fried in the battle of the roll

Apparently, when it comes to rolls, we’re turning Japanese. New research from Roy Morgan shows that sushi is gaining popularity while the popularity of spring rolls is waning. The research firm says this is part of an overall preference shift towards fresh, rather than fried, food.

This reflects an overall trend away from fried foods such as dim sims, Chiko Rolls and fries or hot chips, the research shows. Between July 2009 and June 2014, the proportion of Australians who like eating spring rolls has declined from 37 to 35%, while the proportion of consumers who like sushi has increased from 36 to 40%.

Sushi fans tend to be more health conscious than those whose favoured roll is of the spring persuasion.

Source: Roy Morgan Single Source (Australia). July 2013 - June 2014. n= 16,809.

“There’s no doubt that Australia is the land of the rising sushi, with new sushi outlets springing up quicker than sushi fans can get to them. And if this popularity continues to grow, we’ll no doubt see more of them,” said Angela Smith, group account director, Roy Morgan Research.

“Commonly perceived as a healthy food, sushi is especially favoured by people who watch what they eat. Fried spring rolls, on the other hand, attract an above-average proportion of people who care more about taste and convenience than calories. Both food types are more popular with Australians aged under 50, and with those who agree that they ‘enjoy food from all over the world’.

“Of course, many of us like both sushi and spring rolls, depending on what’s available and whether we’re in the mood for fresh or fried food. But the fact that more of us are developing a taste for sushi while fewer are enjoying spring rolls and other fried food suggests that our appetite for fresh is winning out.”