2026 年全球农户洞察报告

AgriculturePractice

GlobalFarmerInsights

2026

September2026

Ourbiennialglobalsurveyof5,500

farmersfindsthattheyarebecoming

moreselectiveintheirspendingin

thefaceofeconomicpressures.AI

ismakinginroads,evenassurvey

respondentscontinuetorelyontrustedadvisersforpurchasingguidance.

Contents

Foreword3

Executivesummary5

Surveymethodology6

7

Economicoutlook

Farmersareproceedingwithcaution9

Preservingcashisapriority12

15

Innovationadoption

Biologicalsareabrightspot17

Agtechadoptionislocal21

GenAIismovingquicklytosupport

day-to-daydecisions24

28

Thep

urchasingjourney

Thepurchasingjourneyis

increasinglydigital30

Trustedadvisersarecentralto

purchasingdecisions31

Lookingahead34

Getintouch35

GlobalFarmerInsights20261

2GlobalFarmerInsights2026

GlobalFarmerInsights20263

Executivesummary

Surveymethodology

Economicoutlook

Innovationadoption

Thepurchasingjourney

Lookingahead

Foreword

Everygrowingseason,farmersmakechoicesthat

willhaveconsequenceslastingmonthsoryears:whattoplant,whichinputstoapply,whatequipmentto

buy,whichtechnologiestotrust,wheretosell,and

howmuchrisktotake.Thesedecisionsareshapedbyfactorsrangingfromtheintenselylocal,suchassoils,microclimates,orlabordynamics,tothepowerfully

global,suchascommoditymarketpricesoraccesstotraderoutes.Together,thesechoicessustainbillionsofrurallivelihoodsandtheglobalfoodsystem.

ThisfourtheditionofourbiennialGlobalFarmerInsightssurvey,fieldedbetweenAprilandJuly2026,captures

howfarmersaroundtheworldaremakingchoices

inafast-changing,complexenvironment.Pressuresonagricultureareacutelyhigh,andsupplychains

areexposed,affectinghowfarmersmanageriskandallocatescarcecapital.

Sincefarmerprofitabilitylastpeakedin2021–22,

commoditypriceshavedeclined,andthecostoffertilizer,labor,land,equipment,andfinancinghaveremained

elevatedorvolatile.Geopoliticaltensionsandconflicts,

mostrecentlyintheStraitofHormuz,haveshiftedtradeflowswhilecontributingtohigherenergyandinputcosts.Theseforces—combinedwithlocalpolicyuncertainty,

increasinglyunpredictableweather,andlaborshortages—aremakingfarm-leveldecisionsharderandriskier.

Thesefactorsdon’tjustaffectfarmers;theyalsoputtheplayersservingfarmersunderpressure.Businesses

globallyarecontendingwithsupplydisruptions,

persistentcostvolatility,andshiftingcompetitive

dynamics,particularlyaslower-costproductsfromAsiahaveproliferated.Nowisadynamicmomentacrosstheindustry,raisingthestakesforhowagricultureplayersinvest,innovate,andsupporttheircustomers.

Our2026surveyrevealsthreeimportanttrends:

—Farmersareproceedingwithheightenedcaution

ascommoditypricesandgeopoliticscreatea

tumultuousoutlook.Thenetintentofrespondentstoincreasespendingoverthenext12–18monthshas

fallensignificantlysince2024.Growersaretrading

downwherepossible(forexample,shiftingfrom

brandedproductstogenerics)anddelayingsome

purchasessuchasfertilizerandfarmequipment.Thismaycreatepent-updemandthatagricultureplayerswillneedtoanticipateandmanageasprofitability

recovers.Adoptionofsustainableagricultural

practiceshasremainedsteadyamongfarmersbutisstillcontingentonexternalsupportsuchasup-frontfinancingandgovernmentsubsidies.

—Growthinadoptionofmanyestablishedagriculturetechnologies(agtech)hasbeenmodest,while

genAIisquicklybecomingadailytool.Farmersareadoptingpaid,mass-marketgenAItoolsatapacethatrivalssomeoftoday’smostwidelyusedagtechproducts.Thisrapiduptakesuggeststhatfarmersarewillingtotrylow-cost,low-frictionsolutions,

particularlyiftheyareimmediatelyuseful,evenif

trustinthesetoolsisn’tyetfullyestablishedandtheirvalueisstillbeingproven.

—Farmersareincreasinglyvaluingdigitaladvice,

whiletrustedtechnicaladvisersremainimportant.Greateruseofdigitalchannelstoresearch

productscoincideswiththedeclininginfluenceof

nontechnicalsalesrepresentatives,particularlyin

NorthAmericaandEurope.Nevertheless,sales

representativesandagronomistsarerankedequallyasthetopinfluencersofpurchasingdecisions.

Farmersstillvaluehumanadvice,butincreasinglyexpectittobetechnicallycredible,locallyrelevant,andadditivetowhattheycanfindonline.

Thesetrendspointtoclearopportunitiesacrossregionsforstakeholderstobetterpartnerwithfarmers.The

agricultureplayersbestpositionedtodosowillbe

disciplinedinfocusingtheirinnovationandcommercial

effortsonfarmerneedsacrossproductmixes,technologyofferings,andengagementchannels.Asalways,there

arepocketsofopportunityandchallengewithinspecificmarkets,crops,andgrowersegments;Iampersonally

excitedtosharethisyear’sresultswithyou.

DavidFiocco

Seniorpartner,Minneapolis

4GlobalFarmerInsights2026

GlobalFarmerInsights20265

Executivesummary

Surveymethodology

Economicoutlook

Innovationadoption

Thepurchasingjourney

Lookingahead

Executivesummary

ThisreportpresentsthefourtheditionofourbiennialGlobalFarmerInsightssurvey.Thesurveycaptures

responsesfrom5,500farmersacrosstencountries,addingChina,Peru,andSpainthiscycle.Ourfindingsshowthatfarmerscontinuetopreservecashinthe

challengingmarketstheyhavefacedsince2023.

Oursurveyincludedseveralthemes,withthesehigh-levelfindings:

Economics:Outlookistight

•Netspendingexpectationsaredown

24percentagepointssince2024,signaling

atighterinvestmentenvironment,although

mostfarmersstillsaytheyarelikelytoincreasespendingoverthenext1218months.

•Forthefirsttimeinoursurvey,morethan

35percentoffarmerssaytheywoulddecreasespendingonnutrientsfirst,asmarginssqueeze.

•InEurope,30percentofrowcropfarmers

expecttoshifttowardgenericcropprotectionproducts,comparedwith7percenttoward

brandedproducts.LatinAmericaismore

mixed:33percentexpecttoshifttoward

brandedproductscomparedwith23percenttowardgenerics.

Innovation:Adoptionremainsresilient,butuneven

•Forty-onepercentoffarmersreportadoptingbiocontrols,and48percentreportadoptingbiostimulants.LatinAmericaleadsinusage.

•AgtechadoptionintheUnitedStateshasonlygrown2percentsince2024,raisingquestionsabouthowmuchgrowthheadroomremainsinmaturemarkets.

•IntheUnitedStates,11percentoffarmers

reportadoptingpaidgenAIsolutions,matchingtheadoptionlevelofvariable-ratetechnology

withinfiveyearsoflaunch.Earlyusecasesare

concentratedinplanningandcropmanagement.

Thecustomerjourney:Trustedadvisersplayasteadyroleinpurchasingdecisions

•Thirty-sixpercentoffarmersciteonlinechannelsastheirpreferredsourceforcomparingpurchaseoptionsacrosssuppliers,up14percentagepointssince2024.

•Fifty-sixpercentoffarmerscitetechnical

agronomistsasatopinfluencerofpurchasingdecisions,holdingnearconstantsince2024.

Intodaysuncertainenvironment,stakeholdersthatcanhelpfarmersmakerisk-weighteddecisionsatagranularlevelwillbebetterpositionedtowintrust.Agriculture

playerswillneedtoeasenear-termfinancialpressureonfarmers,improvetheirowncostcompetitiveness,and

beexplicitaboutthevaluethattheyoffertofarmers

whetherthroughinnovation-drivendifferentiationor

simpler,lower-costofferings.Allofthiswillalsorequireprovingvaluelocallyandintegratingdigitalchannels

withtrustedagronomicsupportatthemomentswhenfarmersmakepurchasingdecisions.

6GlobalFarmerInsights2026

Executivesummary

Surveymethodology

Economicoutlook

Innovationadoption

Thepurchasingjourney

Lookingahead

Surveymethodology

Thiseditionofthesurveygatheredresponsesfrom

5,500farmersacrosstencountries.Buildingonsurveysconductedin2020,2022,and2024,theGlobalFarmerInsightssurveyisoneofthefewsourcesoflongitudinal,globaldataonfarmersperspectives.Thisyear,we

addedquestionsaboutfarmersattitudestoward

generativeAI,andexpandedthegeographicscopetoincludeChina,Peru,andSpain.

Surveyrespondentsrangedfromsmallholderswith

farmsof50hectares(about120acres)orless

accountingfornearlyallrespondentsinIndiaand

Chinatolarge-scaleoperatorswithmorethan2,500

hectares(about6,000acres),representing23percentofrespondentsinCanadaand17percentintheUnited

States.Rowcropfarmersremainedthelargestsegment:

59percentofrespondentsarerowcroponlyfarmers,

22percentgrowbothrowandspecialtycrops,and19

percentarespecialty-crop-onlyfarmers.Rowcrops

includedcanola,corn,cotton,peanuts,sorghum,

soybeans,sugarcane,sugarbeet,sunflower,rice,wheat,andothercereals.Specialtycropsincludedfruitsand

berries,vegetablesandbeans,cocoa,coffee,chickpeas,

nuts,olives,peas,quinoa,andtea.Potatoesare

consideredspecialtycropsinArgentina,Brazil,Canada,India,Peru,andtheUnitedStates.Inothercountries

surveyed,theyareconsideredrowcrops.

WefieldedthesurveybetweenAprilandJuly2026,

duringaperiodofsignificantdisruption.Thesurvey

coincidedwithmajorshockstofertilizerandcommodityflowsfollowingtheearly2026closureoftheStrait

ofHormuzaswellastheonsetofElNiño,uncertain

economicconditionsinLatinAmerica,andbroader

downturnsinChinaandIndia.ItprecededtheEuropeanheatwavesoflateJulyandAugust.

Tocomplementthisyearssurveyresults,we

interviewedfarmers,includingsurveyrespondents

fromBrazil,France,Germany,India,Peru,andthe

UnitedStates,andencompassingbothrowand

specialtycrops.Quotesfromourconversationsare

featuredthroughoutthisreport.Whilenotintendedto

berepresentative,thesefarmersindividualexperiencesprovidevaluablecontextforunderstandingthebroadertrendscapturedinourresearch.

GlobalFarmerInsights20267

Executivesummary

Surveymethodology

Economicoutlook

Innovationadoption

Thepurchasingjourney

Lookingahead

Economicoutlook

Farmeconomicshave

beensqueezedacrossthe

agriculturalvaluechain.Yieldshaveremainedrelativelystrongsincethelastsurvey,keeping

commoditypricesdown,

whileinputcostshavestayed

high.Fertilizer,energy,labor,

equipment,andfinancingcosts

rosesharplyduringthelast

inflationarycycle—exacerbatedbygeopoliticaluncertainty.

Farmersareresponding

totheselowermarginsby

preservingcash,delaying

purchaseswherepossible,andrequiringaclearnear-term

returnonanynewinvestment.

8GlobalFarmerInsights2026

Whatspendingdecisionsarefarmersmaking,

andhowwillthese

decisionsripplethroughthevaluechain?

‘Fertilizercostsremainhigh,

croppricesareweak,anddroughthasmadewateramuchmore

intenseissue.Allofthosefactorsareputtingpressureonthefarm.’

–Potatoandwheatfarmer,UnitedStates

GlobalFarmerInsights20269

介

Executive

summary

Surveymethodology

Farmersareproceedingwithcaution

Responsesindicatethatfarmersareactingcautiously.Despitetheturbulencetheagricultureindustryfaces,respondents

innearlyallcountriesindicatethattheyareopentofuture

spending.Thatsaid,intenttospendhasdecreasedmeaningfullysince2024.Thelargestdeclineinnetspending1sentimentisinArgentina(49percentagepoints),followedbyCanada,India,andBrazil(29,28,and24percentagepoints,respectively)(Exhibit1).InArgentina,thedeclinecouldbeinfluencedbyongoing

macroeconomicandpolicyuncertainty,whichcanmakefarmersmorecautiousaboutcommittingincrementalcapital.2Spain

andFrancesitatoppositeendsofthesentimentspectrum.

Spain’slargerspecialty-cropbaseandresilientexportmarketsmaysupportamorepositiveoutlook,whileFrenchfarmersfacegreaterpressurefromcosts,regulation,climateuncertainty,

and—particularlyinwine—softerdemand.3

1Netspendingisthedifferencebetweenthepercentageoffarmersexpectingtoincreaseversusdecreasespendinthenext12–18months.

2Althoughthepesohasstabilizedandalleviatedpressurefromdollar-denominatedcostitemssuchasequipmentandinternationalinputs,localcostitemssuchas

labor,transport,andfacilitiesremainsensitivetoinflation;MariaAlejandraAmadoandErnestoTavli,“Argentinaundercurrencycompetition:Thefutureofexchangeratepolicyanddollarization,”ElcanoRoyalInstitute,May28,2025.

3Between2024and2026,wineexportsinFrancedeclinedby3percentinvolumeand9percentinvalue;NationalEstablishmentforAgricultureandSeaProducts,FranceAgriMer,March2026.

Economicoutlook

Innovationadoption

Thepurchasingjourney

Lookingahead

Exhibit1

Spendingintenthascooledsharplysince2024butremainspositiveinmostgeographies.

Netspendingsentiment,1bycountry,2024vs2026,percentagepoints●2024●2026

-20020406080Change

US

Canada

North

America

-17

-12

+4

n/a

-25

-49

n/a

n/a

-28

-29

Europe

GermanyFranceSpain

Latin

America

BrazilArgentinaPeru

Asia

China

India

Global2

-24

1Question:Howdoyouexpectthecurrenteconomicenvironmenttoafectyourplannedspendingoverthenext12–18months?Netspendingsentiment=shareofrespondentsexpectingtoincreasespendingminusshareexpectingtodecreasespending.

2Relectsthe7countriessurveyedinboththe2024and2026editions:Argentina,Brazil,Canada,France,Germany,India,andUS;China,Peru,andSpainweresurveyedonlyin2026.

Source:McKinseyGlobalFarmerInsights(2024,n=4,053;2026,n=5,500)

McKinsey&Company

10GlobalFarmerInsights2026

Executivesummary

Surveymethodology

Farmerpressuresvarybyregion.InEuropeandNorthAmerica,thetopconcernisinputcosts,citedbyroughlysixinten

farmers.Thissentimentlikelyreflectssupplychaindisruptionsprevalentatthetimethesurveywasfielded.Weatherrisk

ismostacutelyfeltinLatinAmerica,where58percentof

farmersciteditasatopconcern.IntenseElNiñoconditionsareexpectedtopersistthroughthespringof2027,4hammering

LatinAmericaandtheCaribbeanwithsignificantdrought,

heat,wildfires,andextremerainfall,indicatingthatweather

willlikelycontinuetobeatopstraininthisregion.5Asiaalso

facesintensifyingweatherconditions,andbothweatherandinputpricesrankhighlyamongfarmerconcernsthere.6LaborshortagesareofparticularconcerninIndia,reflectingthe

countryslargeshareofsmallholderfarmswithunevenaccesstomachinery(Exhibit2).

“BecauseofElNiño,wearefacingmany

problems:hightemperatures,rain,cloudy

days,andverystrongthermalshocks.Thehightemperaturesshorteneachpest’sreproductivecycleandmakethemverydifficulttocontrol.”

Asparagusfarmer,Peru

Economicoutlook

Innovationadoption

Thepurchasingjourney

Lookingahead

Exhibit2

Inputcostsarefarmers’topprofitriskinmostregions,whileextremeweatheristhetopconcerninLatinAmerica.

Topprofitrisksoverthenext2years,byregion,1%ofrespondentscitingriskamongtheirtop3

Latin

America

Global

Asia

Europe

NorthAmerica

53

53

42

66

58

Increasedinputprices

58

34

37

44

45

Extremeweatherevents

29

18

23

40

50

Commoditypricevolatility

29

13

22

24

19

Waterscarcity

20

31

13

22

13

Workershortage

24

22

28

22

17

Overheadcosts(eg,labor)

25

Note:Includestop7globalprofitrisksshownabove;responseoptionsnotshownincludesupplyshortagesofinputs,herbicide/insecticideresistance,unfavorableregulation,deterioratingsoilhealth,unfavorabletrade/tarif/subsidy,successionplan,andother.

1Question:Whatdoyoubelievearethetop3riskstoyourprofitsoverthenext2years?

Source:McKinseyGlobalFarmerInsights2026(n=5,500)

McKinsey&Company

19

17

14

6

Financingcosts

4“ElNiño/SouthernOscillation(ENSO)diagnosticdiscussion,”NationalWeatherService,July9,2026.

5“ProjectedregionalimplicationsofElNiño,”FamineEarlyWarningSystems,accessedJuly2026.

6“Chinasprogressreportonadaptingtoclimatechange(2025),”MinistryofEcologyandEnvironmentofthePeoplesRepublicofChina,June17,2026;

“StatementontheclimateofIndiaduring2025,”IndiaMeteorologicalDepartmentpressrelease,January1,2026.

GlobalFarmerInsights202611

Executivesummary

Surveymethodology

Economicoutlook

Innovationadoption

TAKEAWAYS

Farmersareproceedingwithcaution

Understandingregionalstressorsisimportantfor

stakeholdersinagriculture.InLatinAmerica,wherefarmersareespeciallyexposedtoextremeweather,pestpressure,andpestresistancechallenges,appetiteisstrongforyieldprotection

solutionsacrossinputs,equipment,andtechnology.InEurope

andNorthAmerica,wherehighinputcostsandcommoditypricevolatilityarethegreatestriskstoprofits,agricultureplayers

mayneedtoadapttheirportfoliosandofferingstofarmers

whoaredeferringpurchasesortradingdownonfertilizerandcropprotectionproducts.Adaptingtotheseshiftsmayrequiresharpervaluecommunication,flexiblefinancingoptions,or

carefulinventorymanagement.

Thepurchasingjourney

Lookingahead

12GlobalFarmerInsights2026

介

Executive

summary

Surveymethodology

Preservingcashisapriority

Whenfacedwithmarginpressure,farmersmaximizeshort-termROI.Fertilizeristheclearestexample:Itisoftenthe

firstmajorinputfarmerscutwhenmarginstightenandthe

firsttheyrestoreasprofitsrecover(Exhibit3).Whilethismay

preservecashinthenearterm,under-fertilizingcouldreduce

yieldpotentialdowntheline.7Althoughoursurveymayhave

coincidedwithheightenedfertilizersupplyconcernsresultingfromtheMiddleEastconflict,thetakeawayremainsconsistent:Whenmarginstighten,farmersscrutinizeevencoreinputsif

thecashoutlayislargeandthenear-termpaybackisuncertain.Theymayalsoswitchtolessinput-intensivecrops.

Farmequipmentshowsasimilardynamic.Sixteenpercentof

farmersciteequipmentasanareatocutfirst,while36percentexpecttofunditfirstasprofitsrecover—thelargestpositive

swingacrosscategories.Machinerypurchasesareoften

relativelyeasytodefer,settingthestageforasharperreboundwhenprofitabilityimprovesorreplacementcannolonger

bepostponed.

“Wehaveatotalspendingfreeze:nonew

machineryornewtechnology.Wearedoingminimaltillagetocutcosts.Ourdieselcostsabout€2.20perliter,butcolleaguesin

neighboringEuropeancountriesarepayingsomewherebetween€1.00and€1.20afterrefunds.Wecannotcompetewiththat.”

–Cornandryefarmer,Germany

Economicoutlook

Innovationadoption

Thepurchasingjourney

Lookingahead

Exhibit3

Fertilizerandfarmequipmentarethemostsensitivecategoriestospendingcutsbutarealsothetopareasofreinvestmentwhenprofitsrecover.

Topareasofcuttingandfundingbasedonfarmprofitability,1%ofrespondents

Fund,asprofitsrecover

Net:+12percentagepointsCut,undermarginpressure

+19

–1+7

+3

+10

364816359151513101312

121111

Farm

equipment

Fertilizer

(nitrogen,phosphorus,potassium)

Seeds

(biotech/

genetically

modifiedtraits)

HerbicideInsecticide

FungicideFarm

equipment

replacement

parts

Note:Figuresmaynotsum,becauseofrounding.

1Question:Duringperiodsoflowerprofitability,includingrecentdownturns,inwhichcategoriesdoyoudecreasespending?Asyourprofitsimprove,whatactionsdoyouanticipatetaking?Selectupto3.Includestop7categoriesforeachquestion.Notshown:biocontrols,biostimulants,conventionalseeds,farmequipment

maintenanceservices,farmmanagementsoftware,farmstorageandconveyance,andprecisionagriculturehardware.

Source:McKinseyGlobalFarmerInsights2026(n=5,500)

McKinsey&Company

7Consequencestoyieldpotentialdependonexistingsoilfertilityandtypeof

fertilizer(forexample,nitrogenismorelikelytoaffectin-seasonyield,whereasphosphorusandpotassiumhavelonger-termsoilfertility).

GlobalFarmerInsights202613

Executivesummary

Surveymethodology

Cropprotectionfollowsadifferentpattern.Ratherthancuttingspendingoutright,farmersaremorelikelytotradedownto

generics.ThisismostpronouncedamongNorthAmericanrowcropfarmers,amongwhom36percentexpecttoshifttogenericsinthenexttwoyears,versus12percenttowardbrandedproducts(Exhibit4).ThistrendholdstrueacrossEuropeandChina,wheretrustinthequalityofgenericsisgenerallyhigh.InLatinAmerica,thepictureismoremixed:

Greaterpestpressureandresistanceconcernsinthisregion

canpushfarmerstobranded,higher-efficacyproducts,yet

theexpansionofglobalinputplayerswithlower-costproductsispullingsomefarmerstowardgenerics.Thepicturealso

variesbyage.InNorthAmerica,farmersaged55andolderarenearlyseventimesaslikelytoshifttogenericsfrombranded

productsasthereverse(35percentversus5percent).Amongfarmersunderage40,however,preferencesareevenlysplit

(31percentversus28percent).

“Ourprofitscomefromexportingquality

productstoverydemandingmarkets,sowerelyonbrandedproductsthatwetrust.Theycost

morethanthemarketaverage,butworkingwithgenericsuppliersistooriskyforus.”–Asparagusfarmer,Peru

Economicoutlook

Innovationadoption

Thepurchasingjourney

Lookingahead

Exhibit4

NorthAmericaandEuropeexpecttoseethelargestshiftfrombrandedcropprotectionproductstogenerics.

Expectedcropprotectionshiftoverthenext2years,1%ofrespondents

Region

North

America

CroptypeRow

Specialty

Shifttobranded12

21

Shifttogenerics

36

31

Europe

Row

7

30

Specialty

7

26

Latin

America

Row

23

33

Specialty

31

25

Asia2

Row

45

26

Specialty

48

22

China

Row

21

35

Specialty

19

28

1Question:Overthenext2years,howdoyouexpectyourmixofcropprotectionproductstochange?Options:“shifttousemoregenericproductsrelativetobrandedproducts,”“shifttomorebrandedproductsrelativetogenericproducts,”and“Idonotexpectmymixofbrandedvsgenericcropprotectionproductstochange.”Respondentswhoanswered“Idonotexpectmymixofbrandedvsgenericcropprotectionproductstochange”arenotshown.

2India-specificresultsnotshown.Indianfarmersshowedashifttobrandedcropprotectionproducts,whichinluencestheaggregatedfindingsforAsia.ThetrendinIndiaislikelypartiallyattributabletotherapidprofessionalizationoffarmersintheregion,whoseebrandedproductsasdesirable.Localcontextmayalsohaveledsomefarmerstointerpret“branded”and“generic”diferentlythanelsewhereintheworld.

Source:McKinseyGlobalFarmerInsights2026(n=5,273)

McKinsey&Company

“Ifmyadvisersaysagenericresidualherbicide

isperformingjustaswellasthenamebrand,I’lltryit.I’malwayslookingforwaystogetthebestdealpossible,andbyusinggenerics,Icansaveafewdollarshereandthere.”–Potatoandwheatfarmer,UnitedStates

14GlobalFarmerInsights2026

Executivesummary

Surveymethodology

Economicoutlook

Innovationadoption

Thepurchasingjourney

Lookingahead

TAKEAWAYS

Preservingcashisapriority

Thebroaderimplicationoffarmers’currentcashpreservation

behavioristhatspendingrecoveryislikelytobeuneven.Spending

onessentialcategoriesforproduction,suchasseeds,ismorestablethanonmoreflexiblecategories,suchasfertilizerandequipment.

Agronomistsandothertrustedadviserscanhelpfarmersprioritize

investmentsbytranslatingfarmdataintorecommendations

tailoredtoeachfarmer’sconditionsandobjectives(aswediscuss

in“Thepurchasingjourney”).Forinputandequipmentcompanies,

enablingthatadvice—throughbetterdataandtools—iscritical,whilemanaginginventoryinexpectationofspendingrecoveries.

Theopportunitiessurroundingfarmers’brandversusgeneric

preferencesvaryacrossthevaluechain.Agriculturecompanieswill

needtoidentifywheredifferentiationstillmattersandwherethe

marketisbecomingcommoditized.Retailersanddistributorsmay

gainsharethroughstrongerprivate-labelportfolios.Lower-cost

genericsproducersmayfindthatselectinvestmentsintechnical

supportcangeneratemeaningfulreachandreturns.Brandedplayers,meanwhile,willneedtoconcentratetheirinnovationeffortswhere

theycancreatemeasurableincrementalvalue—anddemonstratethatvaluethroughlocaltrialsandstrongtechnicalsupport.

GlobalFarmerInsights202615

Executivesummary

Surveymethodology

Economicoutlook

Innovationadoption

Thepurchasingjourney

Lookingahead

Innovationadoption

Innovationremainspartof

thefarmeragendadespite

thechallengingeconomic

environment.Butaswith

spendingonestablished

products,technologyadoptionisbecomingmoresharply

focused.Thecategoriesgainingthemosttractionarethose

thataddressspecificfarm-

levelproblems,fitintoexistingworkflows,anddemonstrate

valueunderlocalconditions.Inthissection,weassessfarmeradoptionandattitudesacrossthreecategoriesofinnovation:biologicals,establishedagtechsolut