The New Protein Playbook:How Americans Are Upgrading Their Favorite Foods

Recent national survey of 2,000 U.S. adults commissioned by SunRice reveals 65% find protein-enhanced staples appealing — if taste and texture are not compromised

78% of Americans worrythey aren't getting enough protein

Section 1: The Protein Paradox

  • 48%

    say getting more protein is a top health goal — tied with taste as the #1 dietary priority

  • 78%

    question whether they're getting enough protein

  • 54%

    still turn to traditional sources (meat, fish, eggs, or packaged high-protein snacks) to hit their protein goals.

  • Just 13%

    are already shopping for protein-boosted versions of everyday staples, rather than adding a separate protein source

Section 2: Upgrade, Don’t Eliminate

  • 35%

    would rather upgrade the foods they already eat than change their diet

  • 65%

    find protein-enhanced staples appealing — if taste and texture are not compromised

  • 46%

    eat rice at home weekly

Section 3: Convenience Is King

Nearly 8 in 10 Americans bought a ready-to-heat product in the past month*

59% of Millennials and 58% of Gen X purchased one in just the last two weeks*

*These statistics relate to the month of May 2026, when the survey commissioned by SunRice was conducted by Atomik Research

Section 4: Ready to Trial — Rice’s Moment

  • 69%

    would likely try a high-protein, ready-to-heat rice product

  • 63%

    of Gen Z regularly worries about protein — yet they're less likely to solve it with traditional protein sources.

Protein + Convenience + Familiar Foods = Emerging eating habits.

For years, consumers have been told that eating healthier means changing what they eat. New consumer research suggests a different approach may be trending, as people increasingly want nutrition without sacrifice.

Source: Survey of 2,000 U.S. adults, commissioned by SunRice and conducted by Atomik Research, May 2026.