By SmashMeals Editorial — 2026-08-19 — Prepared Food Trends
The short answer
Circana reports that 48% of U.S. adults want more protein and that 86% of food occasions are sourced from home. Its proprietary 2026 industry data also says 12% of commercial foodservice meals are described as high protein, up 11% year over year—evidence that protein and convenience are converging across home and away-from-home eating.
Key facts
- 48% of adults said they wanted more protein, according to Circana.
- Circana says 86% of food occasions were sourced from home.
- 65% of GLP-1 users in Circana's report said they wanted more protein.
- PwC's U.S. figures come from separate research and should not be merged with Circana's population.
KINGSPORT, Tenn., Aug. 19, 2026 — Protein and convenience are increasingly part of the same purchase decision. Circana's 2026 Eating Patterns in America report says 48% of adults want more protein while 86% of food occasions are sourced from home.
This article analyzes commercial consumer research. It does not treat preference data as medical nutrition advice.
What Circana actually reports
Alongside the 48% and 86% headline figures, Circana says 65% of GLP-1 users want more protein and 8.5% of adults reported GLP-1 use as a diet type. In commercial foodservice, it says 12% of meals are described as high protein and those occasions increased 11% year over year.
David Portalatin is the Circana industry advisor associated with the report. His role is food-industry analysis, not endorsement of SmashMeals. Circana's report is proprietary commercial research, not a peer-reviewed nutrition trial.
Home eating no longer means scratch cooking
If 86% of food occasions are sourced from home, the home is the dominant eating location—but not necessarily the dominant cooking location. Groceries, restaurant leftovers, heat-and-eat products and meal-prep services can all end at the same kitchen table.
That helps explain why “convenience” increasingly describes preparation time rather than where food came from. The prepared-meal model competes for a place in the refrigerator, not only against restaurants.
PwC adds a separate household-spending view
PwC's U.S. GLP-1 consumer trends page reports that 21% of households in its research included a current GLP-1 user, grocery spending among users or households was down 5.5% as described by PwC, and 80% of current users said they were piecing together supporting routines or products.
Those numbers belong to PwC's research population and methodology. They should not be generalized to every U.S. household or combined arithmetically with Circana's separate adult-level figures.
Protein demand is not the same as protein need
“Want more” measures consumer interest. It does not tell us that 48% of adults are deficient or that every meal should maximize protein without regard to the rest of the diet. Individual needs vary, and people managing a health condition or medication should work with their clinician or dietitian.
What the data does support is demand for clearer comparison. Full macro labels let a customer evaluate one current meal against another without relying on a broad “high protein” slogan.
What this means for prepared-meal businesses
The overlap is direct: food at home, limited preparation time and visible protein information. SmashMeals responds with prepared meals from a dedicated gluten-free Kingsport kitchen, a rotating weekly menu and macros that vary by item and appear on the label.
That is a commercial fit with the trend—not evidence that SmashMeals causes weight loss, treats medication effects or meets every person's nutrition needs.
Commentary, not medical advice
The SmashMeals perspective
These reports describe demand, not a prescription. SmashMeals sees the commercial relevance: people want food at home that is quick to use and easy to compare. Our answer is a rotating menu with protein-forward choices and full macro labels—not a claim that more protein is always better or that one target fits everyone.
Frequently asked questions
Does 48% mean half of Americans need more protein?
No. It means 48% said they wanted more protein in Circana's report. A consumer preference is not the same as a clinical assessment of need.
Are Circana and PwC peer-reviewed studies?
No. They are industry and consultancy research. Their figures should be attributed to the organizations and read with their proprietary-methodology and survey limitations in mind.
Does SmashMeals guarantee a fixed amount of protein in every meal?
No. Protein varies by menu item. Current macro labels are the source for comparing meals.
Sources & experts referenced
Sources are included for verification. No expert listed here endorses SmashMeals.
- Protein and convenience influence America's evolving eating patterns — Circana
Expert referenced: David Portalatin, Circana food and foodservice industry advisor
Why it matters: Primary public source for the 48%, 86%, 65%, 8.5%, 12% and 11% industry figures. - GLP-1 consumer trends — PwC US
Why it matters: Separate U.S. consumer research on household GLP-1 use, grocery spending and the support routines users report assembling.