The 'Marketing to Farmers 2024/25' report published by Hillsgreen shows that 35% of farmers intend to grow their farming businesses in the next five years, whilst a further 49% intend to remain the same. The main reason cited for this was that 'they see a bright future' for the industry – something that was reflected more strongly by younger respondents.

In contrast, the report, based on research conducted earlier this year across 950 farmers representing a range of sectors and geographical locations, showed that just 7% of respondents intend to get smaller or exit certain farming enterprises in the next five years, with just 2% intending to give up practical farming altogether.

When it came to understanding the factors most impacting farmers and their businesses currently, profitability, cashflow and farm input costs were ranked as the top three respectively, with land availability, climate change and staffing issues as the bottom three.

The report, now in its fourth year, focuses on how farmers consume information and make buying decisions. Other highlights include:

• Males +45 years old are the key decision-makers on most farms but it's a mistake to assume that agriculture is still male dominated – 31% of female respondents either make the decisions or make most decisions on farm.
• The most popular social media channels used by farmers are WhatsApp, Facebook and Instagram, but Snapchat and TikTok are dominant for under 25s.
• 60% of farmers are comfortable spending up to £5,000 in an online transaction.
• 74% of farmers check social media daily, with 76% checking emails daily. Most are online after 6pm.
• 50% of farmers listen to podcasts at least monthly, with 11% listening every day.
• 75% of farmers rate 'word of mouth' recommendations from other farmers above all other influences on buying decisions.
• 22% of farmers say YouTube and social media influencers play a role in their on-farm buying decisions.

Commenting on the research, Andy Venables, CEO of Hillsgreen, said:

"Agriculture is changing rapidly yet it is clear that, despite the many challenges faced by farmers, most remain optimistic about the next five years. Our research – now in its fourth year – helps organisations in the wider sector better understand how farmers communicate and make buying decisions. In a busy, changing world, it is more important than ever that organisations can target communications that cut through and engage farmers, and we hope that this report helps with that."

Download a free copy of the Marketing to Farmers Report 2045/25 from the Hillsgreen website