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
Bioethanol continues to gain ground as the bridge fuel connecting agriculture, aviation, and maritime industries in the global shift toward lower-carbon energy.
October 23, 2025 10:14 AM
·
Expanding bioethanol use strengthens rural economies, supports farm markets, and positions U.S. agriculture at the center of global low-carbon trade.
October 23, 2025 10:10 AM
·
The U.S. Department of Agriculture (USDA) is investing now to make markets less volatile for ranchers over the long term and more affordable for consumers, according to a press release.
October 22, 2025 04:05 PM
·
Elizabeth Strom with the American Society of Farm Managers & Rural Appraisers (ASFMRA) joined us to share the latest on harvest progress and market activity in her area.
October 22, 2025 03:12 PM
·
“Farmers for Free Trade” warns that disaster is brewing as President Trump’s trade policy is causing farm input costs to rise even more.
October 22, 2025 12:07 PM
·
NCBA CEO Colin Woodall says more conversations need to occur with stakeholders present surrounding President Trump’s proposal to lower consumer beef prices with Argentinian imports.
October 22, 2025 11:53 AM
·
The new AFBF Women in Agriculture survey is accepting responses from women in the industry across the United States now through March 31.
October 21, 2025 01:56 PM
·
API said it stands ready to work with Congress to develop a balanced approach to E15 legislation that promotes fuel choice, supports investment certainty, and contributes to a stable and fair marketplace for American consumers.
October 21, 2025 12:39 PM
·
Beef industry groups seem to agree — market-based pricing, not federal intervention, best supports rancher livelihoods and long-term beef supply stability.
October 21, 2025 11:22 AM
·
