NASHVILLE, Tenn. (RFD News) — More North American row-crop farmers are considering generic crop-protection products as high input costs pressure margins, according to McKinsey’s 2026 Global Farmer Insights survey.
Among North American row-crop producers, 36% expect to shift toward generics during the next two years, compared with 12% expecting to move toward branded products. The trend is also evident across Europe and China.
McKinsey says producers are often trading down rather than eliminating crop protection entirely. That allows farmers to preserve cash while maintaining pest and weed control when comparable lower-cost products are available.
Age also influences purchasing plans. The report says North American farmers 55 and older were nearly seven times more likely to favor generics over branded products, while preferences among farmers under 40 were much more evenly divided.
The shift reflects a broader demand for measurable value. McKinsey says branded products increasingly must demonstrate clear performance advantages through local trials, technical support, and returns that justify premium pricing.
