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
USDA flash corn sales, Cattle on Feed and Inventory reports, and beef packer antitrust concerns dominate January agricultural market news.
January 13, 2026 01:53 PM
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U.S. Secretary of Agriculture Brooke Rollins said permanent access to the higher ethanol blend would provide farmers with much-needed certainty while supporting domestic crop demand.
January 13, 2026 01:31 PM
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Larger grain stocks increase supply pressure, but strong fall disappearance — especially for corn and sorghum — suggests demand remains an important offset.
January 13, 2026 01:02 PM
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Record corn and sorghum crops boost feed grain supplies, while reduced soybean and cotton production tighten outlooks for oilseeds and fiber markets.
January 13, 2026 12:53 PM
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Food prices increased in December, but not as much as expected, according to the latest Consumer Price Index from the U.S. Bureau of Labor and Statistics.
January 13, 2026 12:46 PM
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Lewis Williamson with HTS Commodities joined us to provide analysis on the January WASDE report and expectations for grain markets going forward.
January 13, 2026 12:34 PM
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