ARLINGTON, VA – Last week, the International Food Information Council (IFIC) released a segment of the annual IFIC Food & Health Survey focused on American consumer perceptions, behaviors, and purchasing motivators as it relates to Dietary Guidance & Food Labeling. Found in the report are a number of takeaways that relate directly to the domestic rice industry and support USA Rice’s ongoing nutritional policy efforts and priorities.
The relevant highlights from the report showed an increase in Americans’ understanding of the
Dietary Guidelines for Americans and a stronger familiarity with the U.S. Department of Agriculture (USDA) MyPlate program, as well as consumer concerns on underconsumption of protein and fruits and vegetables, and fears around added sodium and sugar.
The report showed more than forty percent of Americans reported knowing at least a fair amount about the Dietary Guidelines. This is a significant increase in consumer awareness of the federal recommendations. USA Rice has played an active advisory role in the creation of the guidelines, providing expert testimony on the importance of rice in all forms as a pillar ingredient in achieving a healthy diet, and working alongside industry coalitions to advocate for grains.
Familiarity with USDA’s
MyPlate program reached a new high in 2025 with more than half of Americans reported to knowing at least a fair amount about the program. USA Rice is a founding strategic partner of the consumer-facing program and was recently recognized by USDA as a MyPlate Gold Champion National Strategic Partner.
The IFIC report shows that protein has been the nutrient most Americans report actively trying to consume more of while sodium was listed as the nutrient most try to limit or avoid consistently since 2021. With rice being naturally sodium-free and served with meat protein 42 percent of the time, rice is well positioned to help consumers meet their stated nutrient goals.
The report also showed more than 6 in 10 consumers are concerned with the level of sugar they consume, which benefits rice as a naturally sugar-free product not typically paired with any sugar-heavy foods.
Around 8 in 10 Americans report consuming less than the recommended servings of fruits and vegetables each day. Rice can help consumers meet these recommendations as it drives consumption of vegetables and legumes, as both food categories are present on 52 percent of rice eating occasions.
“This reporting highlights an increase in interest from the American consumer in wanting to know more about what they are consuming,” says Cameron Jacobs, USA Rice vice president of domestic promotion. “Seeing an increase in domestic awareness of the Dietary Guidelines and an uptick in consumer concerns around certain nutrients demonstrates how important it is that USA Rice continues to share what a nutritional powerhouse rice can be in any diet and reinforces our nutritional policy efforts.”
IFIC is an education and consumer research organization with a primary focus on effectively communicating information about food safety, nutrition, and sustainable food systems. IFIC’s resources are derived from peer-reviewed science and the work of authoritative bodies to the American public. USA Rice is an official forum member of the council. Go
here to access the IFIC Food & Health Survey on Dietary Guidance & Food Labeling.