英文【麦肯锡】全球农民洞察 2024

Mcsey

&company

AgriculturePractice

GlobalFarmerInsights2024

Farmersareincreasinglyprioritizingproductivity.Ashifttowardoperations-focusedsolutionsunderscoresabroadertrendinagriculture,whereefficiencyandsustainabilityarebecomingparamount.

ThisarticleisacollaborativeeffortbyDavidFioccoandVasanthGanesan,withAnaLuizaMokodsi,FranziskaAlesso,andOttoGryschek,representingviewsfromMcKinsey’sAgriculturePractice.

October2024

Farmersworldwidearenavigatingchallengessuchasincreasedinputprices,extremeweatherevents,andcommoditypricevolatility.Giventhecurrent

macroeconomicenvironment,thepriorityforfarmerstodayisimprovingproductivity,whetherthroughagriculture

technologies(agtech)forimprovingoperations,biologicalproducts,orsustainablepractices.Thisreportoffers

insightsfororganizationscollaboratingwithgrowers,

outliningstrategiesthatcoulddelivermore-personalizedproductsandservicestoboostproductivityandseize

emergingopportunities.

Since2018,McKinseyhassurveyedandinterviewedthousandsoffarmersaroundtheworldtobetter

understandtheirviews.Inthefirstquarterof2024,weinterviewedabout4,400farmersinEurope(France,

Germany,andtheNetherlands),India,LatinAmerica

(Argentina,Brazil,andMexico),andNorthAmerica(CanadaandtheUnitedStates)(seesidebar,“Surveydetails”).Thiseffortfollowsaglobalsurveyweconductedin2022.

Thesurveycoveredfivemainareas:farmers’viewsofprofitrisksandopportunities;farmers’outlookonfutureprofits;adoptionofsustainablepractices;adoptionofproductsandtechnology;andpurchasingchannelsandmaininfluencersonthepurchasingjourney.Wesummarizethesurvey’skeytakeawaysbelow.

Giventhecurrentmacroeconomic

environment,the

forfarmersimproving

prioritytodayis

productivity,whether

throughagriculture

technologies(agtech)forimprovingoperations,

biologicalproducts,orsustainablepractices.

GlobalFarmerInsights20242

Surveydetails

McKinseysurveyedabout4,400farmersinninecountriesfrom

JanuarytoMarch2024toshedlightonthekeyfactorsaffectingfarmers’profitabilityandadoptionoftechnologyandsustainablepractices.Thefirmconductedasimilarsurveyin2022.1Itisoneofthefewglobalsurveysexaminingfarmers’attitudesonimportantandpertinentagricultureissues.

Respondentstothe2024surveyrepresentedfarmsranginginsizefromabout120acresorless(forexample,100percentof

India’s1,031respondents)tomorethan6,000acres(15percentofrespondentsfromCanadaandtheUnitedStates).Intermsofproduction,rowcropssuchascornandwheatpredominated,

rangingfrom46percentofthesampleinIndiato80percentinLatinAmerica,followedbyspecialtycropssuchasfruitsandvegetablesandacombinationofbothspecialtyandrowcrops.Thesamplesetaspirestomirrorthediverseagriculturallandscapeofeachregion.

1“GlobalFarmerInsights2022,”McKinsey,2022.

Voiceoftheglobalfarmer20243

Anincreaseininputpricesremainsfarmers’mainconcern,andextremeweathereventsareemergingasaclosesecond.

Farmersciteincreasedpriceofinputs,extremeweather

events,andvolatilecommoditypricesasthetopthreerisks

toprofitabilityinthenexttwoyears.Havinginputpricesand

extremeweathereventsasthetoptworisksisconsistentwithour2022survey,butthegapbetweenthetwohasclosed

considerably,giventhatfarmershaveexperiencedagreaternumberofextremeweatherevents(onlysevenpercentage

pointsnowseparatethetworisks).Volatilecommoditypricesareanewlyaddedrisknotpreviouslyincludedinoursurvey.

Inputpricesremainthetopconcern,with48percentoffarmersnotingpriceincreasesasthemainrisktoprofits,compared

with63percentin2022.Despiteageneraldecreaseincosts

forfertilizerandtheactiveingredientsforcropprotectionover

thepastyear,1farmersreportanaverageperceivedincrease

inoverallcostsof13percentinthesametimeframe.They

continuetoworryaboutthepriceofinputssuchasfertilizer,

whichhasthehighestperceivedinflationinthepast12months:24percentofgrowersreportedthatpriceshaverisenmorethan20percentinthepastyear.Perceivedincreasesinlabor(14

percent)andcropprotection(13percent)costsfollow.

Extremeweathereventsarethesecondtopconcernoverall

andhaveincreasedinrelevancebysixpercentagepointssince2022.InEuropeandLatinAmerica,theyhavebecomethetopconcern.Thischangeinsentimentmayreflecttheimpactof

eventssuchasElNiñoin2023,whichresultedinwidespread

droughts,flooding,andtemperaturefluctuationsaroundthe

world.Growerswhothinkthatextremeweatherisatoprisksaidtheyspendabout30percentmoreonagriculturalpurchases

thantheircounterpartsandwereabout50percentmorelikelytosaytheyareplanningtobuyorleasemorelandoverthe

nexttwoyears.Thismayreflectadditionalspendingonrelatedproducts,suchascropinsurance,aswellasfarmerspreparingforgeographicshiftsinlandsuitableforproduction.

1BasedonMcKinseyanalysisofdatafromtheUSDepartmentofAgricultureandtheChicagoMercantileExchange.

Farmersviewthepriceofinputsandextremeweathereventsastopriskstoprofitsforthenexttwoyears.

2024

2022

35%

41%

Extremeweatherorclimateevents

A

+6p.p.2

Changein2024vs2022

No.1riskchosenmostoftenamongtop3forBrazil,Europe,3andMexico

Increasedoverheadandprocessingcosts

33%

24%

–9p.p.2

Changein2024vs2022

N/A

Supplychaindisruptions

2024

2022

24%

Notaskedin2024

2024

2022

%ofrespondentsrankingeachfactorintop31

Increasedpriceofinputs

–15p.p.2

Changein2024vs2022

2024

63%

2022

48%

Volatilepricesformycommodityproducts

2024

2022

N/A

30%

Notaskedin2022

Decreasedyieldsduetowaterscarcity

21%

+1p.p.2

A

2024

2022

20%Changein2024

vs2022

1Question:Whatdoyoubelievearethetop3riskstoyourprofitsoverthenext2years?(2022,n=4,474;2024,n=4,382).2Percentagepoints.

3France,Germany,andNetherlands.

Source:McKinseyGlobalFarmerInsights2024

McKinsey&Company

GlobalFarmerInsights20244

Volatilecommoditypricesarethethirdmajorrisktoprofitsthatfarmerscited.Thirtypercentoffarmers,mainlyinNorthAmerica,vieweditasoneofthetoprisks.Farmerswhosaidtheythinkcommoditypricevolatilityisatopriskarethree

timesmorelikelytousehedgesandaremorelikely(72

percentversus47percent)tousecropinsuranceastheystrivetoprotectthemselvesfromthisrisk.

Despitetheriskstheyfaceglobally,farmersalsosee

opportunitytocaptureprofitinthecomingyears.When

surveyed,farmerssaidthetopthreeopportunitiesto

increasetheirprofitsinthenexttwoyearswereimprovedyields,highercropprices,andlowerpricesforinputs.Tocapturetheseopportunities,farmersanticipatetaking

threemainactions:tryingnewyield-increaseproducts,

tryingnewcrop-protectionproducts,andpurchasing

innovativeequipment,products,ortechnology.Most

farmersaroundtheworldsaidtryingnewyield-increaseproductswastheirtopprioritytoincreaseprofits,buttheproportionoffarmersplanningtotakethisactiondifferedaroundtheworld.Forexample,farmersinNorthAmericawerenearlytwiceaslikelyasfarmersinEuropetotrynewyield-increaseproducts.

Globally,farmersaremostlikelytotrynewyield-increaseproductstotakeadvantageofopportunitiesinthenexttwoyears.

%ofrespondents1

Europe4

North

America2

Latin

America3

India

Overall

57%49%49%31%49%

37%34%39%24%35%

29%29%28%19%27%

respondents

Trynewyield-increaseproduct

Trynewcrop-protectionproducts

Purchaseinnovative

equipment,products,

ortechnology

1Question:Youmentionedthetopthreeopportunitiesforyourfutureprofits.Whatactionsdoyouanticipatetakingtoprofitthemostfromtheseopportunities?(n=4,382).

2CanadaandUS.

3Argentina,Brazil,andMexico.

4France,Germany,andNetherlands.

Source:McKinseyGlobalFarmerInsights2024

McKinsey&Company

GlobalFarmerInsights20245

Economicoutlookvariesperregion,withEuropeanandNorthAmericanfarmersmorepessimisticonfutureprofits

FarmersinIndiaandLatinAmericahaveamorepositive

outlookregardingfutureprofitscomparedwithfarmersinEuropeandNorthAmerica.InNorthAmericaandEurope,mostfarmersexpectedprofitsthisyeartobelower(64

percentand55percent,respectively);lessthan15percentexpectanincreaseinprofitinthenexttwoyears.

InNorthAmerica,theproportionoffarmersexpectinglower

profitsoverthenexttwoyearshasrisenby16percentage

pointscomparedwith2022,whileinEurope,thisfigurehas

increasedbysixpercentagepoints.Incontrast,optimism

prevailsinLatinAmericaandIndia,wheremorethanhalfof

thefarmers(58percentand76percent,respectively)expecthigherprofitsinthenexttwoyears,upfrom42percentand37percentin2022.

Supplyanddemanddynamicsmaybeshapingfarmers’

outlookonfutureprofits.IntheUnitedStates,pricesofcornandsoybeanshavebeendecliningduetoalargeglobal

harvest,adropinexportsales,andsubstantialamountsof

cropinstorage.2InEurope,thepriceofwheathasdecreasedbyabout40percentsince2022,withfarmersexpressing

concernaboutincreasedimportsfromUkraine.3This

pressureonprices,alongwithrecentincreasedproductioncosts,maybecontributingtofarmers’negativeexpectationoffutureprofits.

InIndia,riceisthedominantcommodity.Farmersthere

haveseenarecordincreaseinpricesdespitegovernmentrestrictionsonriceexports,whichwereaimedateasing

2SergioAlvaradoetal.,“Americascornandsoybeanpriceshitmulti-yearlows

amidfavorablecropprospects,”S&PGlobal,August20,2024;HeatherSchlitz,

“USDAincreasesUScornproductionestimate,cutsstocks,”Reuters,July12,2024.

3“Cerealstatistics,”EuropeanCommission,accessedOctober1,2024;Luiza

Ilie,“EUtostepupcheckstoeasefarmers’fearsaboutUkrainiangrainflows–commissioner,”Reuters,March1,2024.

FarmersinLatinAmericaandIndiahaveamoreoptimisticoutlookonfutureprofitsthanthoseinNorthAmericaandEurope.

Profitexpectation,forgiven%ofrespondents1ThisyearOvernexttwoyears

Europe3

LatinAmerica2

India

NorthAmerica4

45

14

13

Higher

65

58

17

15

76

32

30

31

38

23

Stable

32

28

22

55

45

64

53

8

23

Lower

2

12

Note:Figuresmaynotsumto100%,becauseofrounding.

1Question:Howdoyouexpectyourprofitstobethisyearcomparedtolastyear,andinthenext2years?(n=4,382).2Argentina,Brazil,andMexico.

3France,Germany,andNetherlands.4CanadaandUS.

Source:McKinseyGlobalFarmerInsights2024

McKinsey&Company

GlobalFarmerInsights20246

domesticpricesandwhichdramaticallyincreasedglobalprices.4Thislikelycontributestotheoverallpositive

outlookonfutureprofitsamongIndianfarmers.

In2023,Brazilianfarmersenduredcropfailures,adrop

incommodityprices,andintensificationofdroughts

andfloods.Butwhensurveyedatthebeginningof2024,farmerssaidtheyanticipatedbetterresultsinthecomingtwoyears,probablyinfluencedbythegrowingimportanceofcornexportstoChina.5However,eventsthatoccurredafterthesurveywasinthefield—mainlywildfiresinthe

leadingsugarcane-andsoybean-producingregions—mayhavealteredBrazilianfarmers’perspectivesaboutprofitabilityinthenearfuture.

Yieldimprovementsandproductionefficiencyaredrivingadoptionof

sustainablefarmingpractices

Adoptionofsustainablepracticesforbothsmall-and

large-scalefarmersisunderpinnedbyeconomics;

farmersareinterestedinimprovingproductivityand

addingrevenuestreams.ThetopdriverforadoptionofsustainablepracticesinIndia,LatinAmerica,andNorthAmericaisincreasedyield;inEurope,itisadditional

revenuestreams.Lowerproductioncostsrankasthesecondmostpopularreasonforfarmers’adoptionofsustainabilitypracticesinmostregions.

4IFPRIBlog,“Afterayear,India’sriceexportrestrictionscontinuetofuelhighprices,”blogentrybyJosephGlauberandAbdullahMamun,July29,2024.

5Ibid.

Adoptionofsustainability-orientedpracticesisdrivenbyyield.

%ofrespondentsrankingeachfactorintop31

North

Latin

America3

IndiaEurope4

72%

54%

77%

35%

39%

65%

34%

58%

44%

38%

34%

47%

America2

Yieldbenefits

Lowerproductioncosts

Additionalrevenuestream

Higheroutput

productprice

1Question:Whatwouldmotivateyoumosttoadoptsustainablefarmingpractices?(n=4,169).2CanadaandUS.

3Argentina,Brazil,andMexico.

4France,Germany,andNetherlands.

Source:McKinseyGlobalFarmerInsights2024

McKinsey&Company

GlobalFarmerInsights20247

Croprotation

Whenitcomestowhichsustainabilitypracticesfarmersareimplementing,theleadingpracticesarecroprotations(68

percent),reducedornotillage(56percent),andvariable

ratesprayingorfertilization(40percent).Generally,India

andMexicolagbehindadoptionofsustainablepractices

comparedwithArgentina,Brazil,Europe,andNorthAmerica.

Thereislowwillingnesstoadoptindividualsustainablepracticesinthenexttwoyearsamongfarmerswhoarecurrentlynotusingthatspecificpractice(lessthan10percentoffarmersformostpractices).TheexceptionsareArgentina,where12percentoffarmersexpressed

willingnesstoadoptvariableratesprayingorfertilizationandtousebiologicals;inIndia,14percentoffarmersexpressedwillingnesstopracticecroprotation.

Thereishighadoptionofsustainability-orientedpracticessuchascroprotation,reducedornotillage,andvariableratefertilization.

%ofrespondentscurrentlyadopting1

0<10%10–39%40–59%60–80%>80%

Globaltotal

CanadaEurope3

UnitedStates

Brazil4ArgentinaMexicoIndia

68

87937165772348

Reducedornotillage

56

78

84

56

97

78

42

6

Variableratesprayingorfertilization2

40

56

56

53

68

38

7

3

Useofbiocontrols,

biofertilizers,orbiostimulants

38

23

14

41

67

21

35

35

33

Plantcovercrops

4924585837167

1Question:Whatisyourlevelofadoptiononthefollowingsustainablepractices?(2022,n=4,474;2024,n=4,382).Adoptionentailsuseofagivensustainablepracticeonanypartofafarmer'soperationsanddoesnotnecessarilyindicateuseon100%oftheiracres.

2Includesvariableratesprayingorfertilizationwithouttheuseofassistingagtech.

3France,Germany,andNetherlands.

4Reducedornotillageexcludescropssuchassugarcane,cofee,fruits,andvegetablesforreducedornotillage.Plantcovercropsrelects2022valueduetotranslation.

Source:McKinseyGlobalFarmerInsights2024

McKinsey&Company

GlobalFarmerInsights20248

Adoptionofbiocontrolsandbionutrientsassustainability-

orientedsoilhealthpracticeshasbeengrowingglobally.6

Some31percentoffarmersareusingbionutrients,while20percentareusingbiocontrols.Themainreasonsfarmerssaidtheyadoptbionutrientsisforimprovingyield,soilquality,andsoilhealth.Farmersadoptbiocontrolsprimarilyasameansofachievingaloweroverallpestmanagementcostperacreandbetterefficacycomparedwithonlyapplyingthetraditional

cropprotectionprotocols.

FarmersinBrazilareleadersintheuseofbothbionutrientsandbiocontrols.Farmers’highuseofbionutrients(64

percent)isgroundedinthehistoricaladoptionofinoculants,whichhasbeensupportedbythegovernment.Forexample,theBrazilianAgricultureResearchCorporation(Embrapa)

developedinoculantsandnewco-inoculationtechniquesandraneducationalprogramstoraisesoyfarmers’

awarenessabouttheireffectiveness.Inrecentyears,

governmentsupport(forexample,ProgramaNacionalde

BioinsumosandPlanoABC)andhighpricesoffertilizers

haveacceleratedtheadoptionofotherbionutrients.For

biocontrols,difficultyincontrollingspecificnematodesanddiseaseswithtraditionalchemicalsdrivesthe61percent

adoptionamongBrazilianfarmers.

6Biocontrolsincludemicroorganismsandbiochemicalstypicallyused

tocontrolplantstressorssuchasweedsandinsects.Biofertilizersand

biostimulants,usuallyreferredtoasbionutrients,arenaturalsubstancesthatenhancesoilquality.

Morefarmersareadoptingbiostimulantsorbiofertilizerscomparedwithbiocontrolsintheirfertilizerandcropprotectionprotocols.

CurrentlyusingPlanningtouse

UnitedStates

Canada

Europe3

Argentina

Brazil

Mexico

India

Total5

2022

2024

2022

2024

2022

2024

2022

2024

2022

2024

2022

2024

2022

2024

2022

2024

Biostimulantorbiofertilizeradoption,%ofrespondents1

8

38

33

8

52

64

N/A4

46

6

6

-3

15

6

6

25

31

Biocontroladoption,%ofrespondents1

21

26

8

76

5

126

128

17

55

4

3

6

23

25

13

6

412

713

15

13

12

25

6

6

55

61

N/A

3

3

22

1

23

12

45

7

6

15

20

1Question:Areyouusingbiostimulantsorbiofertilizersinyourfertilizerprotocol?(2022,n=4,474;2024,n=4,382).

2Question:Areyouusingalternativeformsofcropprotectionintoyourpestmanagementprotocol?(2022,n=4,474;2024,n=4,382).3France,Germany,andNetherlands.

4Mexicowasnotpartofthissurveyin2022.

52024totalaverageexcludesMexico,sosamplesarecomparable.

Source:McKinseyGlobalFarmerInsights2024

McKinsey&Company

GlobalFarmerInsights20249

About90percentoffarmersusingbiologicalssaidtheyexpecttomaintainorincreasespendingonbio-basedproducts.Some63percentwillmaintainorincrease

spendingonbiologicalsregardlessofchangesincrop

protectionandfertilizerprices,suggestingaresilientmarket.Farmersarenotadoptingbiologicalsasasubstituteto

traditionalprotocols:interviewswithfarmersfoundthattheyusebiologicalstosupplementexistingfertilizerandcrop

protectionprotocolsratherthanreplacethembecausethecombinedprotocolsimproveyield.

About90percentoffarmersexpecttomaintainorincreasebiologicalproductsspend;thus,adoptioncouldcontinuetoincrease.

Futurebiologicalspend,%ofrespondents1

NorthAmerica2LatinAmerica3Europe4IndiaTotal

Iwillprobablyincreasespend

onbiologicalsifcropprotectionandfertilizerpricesincrease.

Iwillprobablyincreasespendonbiologicalsregardlessof

changesincropprotectionandfertilizerprices.

Iwillprobablymaintainspendonbiologicalsregardlessof

changesincropprotectionandfertilizerprices.

Iwillprobablyreducespendonbiologicalsregardlessof

changesincropprotectionandfertilizerprices.

Iwillprobablyreducespendonbiologicalsifcropprotection

andfertilizerpricesdecrease.

A

22

23

13

44

24

18

30

12

20

23

46

35

61

28

41

8

8

8

3

7

7

5

6

4

5

63%

willmaintainor

increasespendon

biologicalsregardlessofchangesincrop

protectionand

fertilizerprices

1Question:Howlikelyareyoutochangeyourspendonbiologicalsascropprotectionandfertilizerpriceschange?(n=1,810).2CanadaandUS.

3France,Germany,andNetherlands.4Argentina,Brazil,andMexico.

Source:McKinseyGlobalFarmerInsights2024

McKinsey&Company

GlobalFarmerInsights202410

Argentina

Total4+2

Acrossallregions,thepercentageoffarmerswhosaidtheyarecurrentlyparticipatingincarbonprogramsislow—just

12percentcomparedto54percentwhohaveheardof

carbonprogramsbutarenotparticipating.Lowadoptionofcarbonprogramsislikelyduetolackofclearincentivesandawareness.EvenintheUnitedStates,whichrecordedafastincreaseincarbonprogramadoption(aseven-percentage-pointrisefrom2022to2024),ROIisstillperceivedasnot

highenoughbyabout60percentoffarmers.7Onaverage,thesefarmersexpecteconomicincentivesofabout$35anacretoparticipate.

Insomecountries,farmers’lackofknowledgeaboutcarbonprogramsisanadditionalimportantbarriertoadoption.Forexample,inIndiaandMexico,about90percentand60

percentoffarmers,respectively,haveneverheardabouttheseprograms.

7“VoiceoftheUSfarmer2023–24:Farmersseekpathtoscalesustainably,”McKinsey,April9,2024.

Participationincarbonprogramsremainslowatabout12percentdespitestrongincreasessince2022intheUnitedStates.

Carbonprogramparticipation,2024,%ofrespondents1

CurrentlyusingPlanningtouseNotusing/notplanningtouseNeverheardofChangefrom2022

(adopting),percentagepoints)

UnitedStates+7

1177210

+1

Canada

1466416

+1

Europe2

9106120

+1

4106817

Brazil–2

467118

/

0

43462

MexicoN/A3

–1

India

12889

665434

12%adoptionandwillingnesstoadoptcarbonprograms

Note:Figuresmaynotsumto100%,becauseofrounding.

1Question:Haveyouparticipatedorplantoparticipateina[carbonprogram]?(2022,n=4,474;2024,n=4,382).2France,Germany,andNetherlands.

3Mexiconotincludedin2022survey.

Source:McKinseyGlobalFarmerInsights2024

McKinsey&Company

GlobalFarmerInsights202411

Operations-focusedtechnologycontinuestodriveadoption

Farmerscontinuetoadopttechnology,albeitataslowpace.Thesurveyfoundathree-percentage-point

increasesince2022inthenumberoffarmersusingorwillingtoadoptatleastonenewdigitaltechnologytoimproveoperations.NorthAmericanfarmerslead

adoptionoftechnology,whileLatinAmericaexperiencedthefastestgrowth(aten-percentage-pointincreasefrom2022to2024).

Techadoptioncontinuestogrow,withNorthAmericaandLatinAmericaleading.Currentlyusingorwillingtoadoptatleast1technology,%ofrespondents1

20222024

75

69

62

60

55

52

49

50

11

11

GlobalNorthAmerica2LatinAmerica3Europe4India

1Question:Whatisyourlevelofadoptiononthefollowingtrends?(2022,n=4,474;2024,n=4,382).2CanadaandUS.

3Argentina,Brazil,andMexico.

4France,Germany,andNetherlands.

Source:McKinseyGlobalFarmerInsights2024

McKinsey&Company

GlobalFarmerInsights202412

Digitalagronomy

Precisionagriculturehardware

Remotesensingtechnologies

Farmmanagementsoftware●

Sustainability-relatedsoftware

Automation,roboticsor,electricequipment

Farmersgloballyaremoreinclinedtoadoptnewtechnologiesthatdirectlyimproveoperations.TheUnitedStateshas

thehighestadoptionofoperations-focusedtechnology,with61percentadoptionofdigitalagronomy,51percentadoptionofprecisionagriculturehardware,and38

percentadoptionofremote-sensingtechnologies.Digitalagronomyandprecisionagriculturehardwarearethetoptwoleadingtechnologiesaroundtheworld.

IntheUnitedStates,agriculturetechnology(agtech)

adoptioniscorrelatedwithfarmsize;largefarms(morethan2,500acres)are45percentmorelikelytoadoptagtechthanaresmallfarms(lessthan100acres).ThisislikelyduetothescaleneededforapositiveROIinagtech.

Countrieswithlargerfarmsizes,suchasBrazilandtheUnitedStates,areleadinginadoptionofdigitaltechnologies.

Breakdownofgrowerscurrentlyusingorwillingtoadoptbytechnology,%ofrespondents1

Deepdive

0102030405060708090100

●UnitedStates

.India.EU

.Brazil

1Question:Whatisyourlevelofadoptiononthefollowingtrends?(2022,n=4,474;2024,n=4,382).2France,Germany,andNetherlands.

Source:McKinseyGlobalFarmerInsights2024

McKinsey&Company

GlobalFarmerInsights202413

Usecasesofthesetechnologiesvarybyregion.Fordigital

agronomy,yieldmonitoringandoptimizationisthemost

widelyappliedusecase.InNorthAmericaandLatinAmerica,yieldmonitoringisthetopdigitalagronomytechnology,with60percentand49percentoffarmers,respectively,saying

theyuseit.Ontheotherhand,yieldmonitoringinEuropeismuchmorelimited,with27percentoffarmersusingit.Diseasemanagementisthemostcommonusecase,with28percentadoption.

Usecasesfordigitalagronomyvaryacrossregions.

Breakdownofdigitalagronomytechnologyadoptionperusecase,%ofrespondentswhose