LUBBOCK, Texas (RFD-TV) — U.S. consumers are ending 2025 with improving confidence but restrained spending habits, a combination that carries mixed implications for farm and ranch demand heading into 2026. According to new survey data from Prosper Insights & Analytics, economic confidence is rebounding from month to month. However, it remains below pre-pandemic levels, suggesting households feel more stable but remain selective in their purchases.
Fuel sensitivity remains a key factor for rural America. While fewer consumers report being hit by rising gasoline prices, more than one-quarter still say fuel costs influence how much they drive, a dynamic that affects ethanol demand, freight movement, and discretionary food spending. Consumers continue to prioritize value — shopping sales, using store brands, and relying on large retailers — a behavior that shapes downstream demand for meat, dairy, and processed grain products.
Spending intentions for the next 90 days are steady but subdued, indicating little near-term growth in discretionary categories. However, easing “needs-only” behavior suggests modest room for demand recovery in food and fuel markets if prices stabilize.
For agriculture, the data point to stability rather than expansion.
Farm-Level Takeaway: Improving consumer confidence supports baseline food and fuel demand, but cautious spending limits upside potential for ag markets in 2026.
Tony St. James, RFD-TV Markets Specialist
Stronger fuel demand supports corn usage despite a steady production pace.
February 21, 2026 07:00 PM
·
Global surplus outweighs tighter U.S. supplies, pressuring prices.
February 21, 2026 07:00 AM
·
Fed cattle numbers are down two percent in February, according to the latest USDA report. Marketings fell 13 percent, signaling continued pressure on beef prices in 2026.
February 20, 2026 03:38 PM
·
Kerry Hartwig from Sukup Manufacturing previews the grain management solutions they plan to share with producers at the upcoming Commodity Classic in San Antonio.
February 19, 2026 02:36 PM
·
The USDA Agricultural Outlook Forum highlights modest price support from tighter supplies across cotton, grains, dairy, livestock, and sugar into 2026.
February 19, 2026 01:48 PM
·
The global rice surplus outweighs tighter U.S. supplies, pressuring prices.
February 19, 2026 08:00 AM
·
A weaker dollar supports export demand and may strengthen crop prices.
February 19, 2026 06:00 AM
·
Smaller supplies could support cotton prices despite weak demand.
February 18, 2026 04:18 PM
·
Federal aid helps, but producers will bear most of the losses. Balance sheets may look stable, but margins remain fragile without policy support.
February 18, 2026 01:49 PM
·
