Farmers are increasingly willing to test biologicals. Scaling them is another matter. Many adoption decisions are now becoming expansion decisions. As the category matures, providers are being measured less by awareness and more by their ability to demonstrate consistent returns, build grower confidence, and earn a greater share of the farm over time. https://lnkd.in/eG6tE-C7
Biologicals are gaining ground—but farmers want proof of value. McKinsey’s Global Farmer Insights 2026 finds that more than half of specialty-crop farmers surveyed use at least one biological product. Among row-crop farmers globally, 36% report using biocontrols and 43% use biostimulants. Yet adoption often starts small. Most adopters apply biologicals to less than half of their total acreage, suggesting farmers may test products on selected fields, crops, or applications before expanding their use. And when farmers decide what to buy, cost and ROI and proven performance are leading considerations—while brand reputation plays a relatively smaller role. For biologicals providers, the path to broader adoption may run through strong local evidence, consistent efficacy, and demonstrated returns. Explore the findings: McKinsey.com/GFI #Biologicals #Agriculture #Innovation #Agribusiness
