While the previous wave of the Nexio Barometer 2026 (study conducted from 15 December to 12 January among 800 cereal growers) showed strong appetite among farmers for monitoring and new developments, actual technology purchases paint a more nuanced picture.
By asking farm managers about their propensity to acquire products at the cutting edge of technology, the data collected by Nexio Research highlight an agri-inputs market seeking pragmatism and hard evidence.
1. A selective commitment to technology #
Our survey results reveal a clear segmentation of buyer profiles within the cereals sector:
- The tech-enthusiast core (35.5%): Made up of 11% 'Strongly agree' and 24.5% 'Somewhat agree', this group is the engine of innovation. These are your early adopters, ready to champion technical progress.
- The neutral zone (36.2%): The 'Neither agree nor disagree' segment is the largest. It reflects a wait-and-see stance: technology is not rejected, but it must prove its economic value before being adopted on farm.
- Pragmatic resistance (28.2%): Nearly a third of farmers express reservations (19.2% 'Somewhat disagree' and 9% 'Strongly disagree'), often favouring tried-and-tested solutions over disruptive novelty.
2. The challenge of strategic reassurance #
A macro reading of these figures underscores a significant gap between interest in trends and willingness to buy. For a research institute, this gap is a strong signal: the 2026 farmer is a rational buyer.
For innovation to be adopted, it must now clear the hurdle of demonstrated use-value. The prevailing sentiment is not technophobia, but heightened expectations around return on investment (ROI) and the longevity of solutions offered by agri-input suppliers.
3. Activating the levers of persuasion: a macro view #
Understanding this distribution of opinions is crucial for shaping your action plans:
- Marketing lever: Strategy should move beyond promoting 'newness' to demonstrating benefits. To convince the 36.2% who are undecided, the message needs to shift from tech excitement to robust, field-proven evidence.
- Communication lever: Segment your communications. Showcase technological leadership to established customers, while developing reassurance content (case studies, testimonials, profitability analyses) for more cautious profiles.
- Commercial lever: Evolve the sales approach towards technical consulting. In a market that no longer buys 'for the technology', the sales force must translate innovation into real, on-farm added value.
Conclusion: Steering transformation by listening #
Data from the Nexio Research Barometer confirm that technology remains a major lever for the agri-industry—provided it is decoded and aligned with the economic realities of cereal growers.
For decision-makers, the key lies in turning this field feedback into a coherent strategy. At Nexio Research, we support brands in pinpointing the tipping points within their audiences and turning market intelligence into commercial success.
About the author
Rebecca.P
Analyst at Nexio Research
Analyst at Nexio Research, specializing in strategic decision-making in agriculture and agri-tech.
