Research

Agtech in focus: Key talking points from Agritechnica 2025

26 November 2025 4:07 RaboResearch

RaboResearch highlights five Agritechnica 2025 trends: weak margins, US market woes, practical innovation, slow digital adoption, and a talent gap.

Intro

Following our visit to Agritechnica 2025 in Hanover, Germany, here are five key talking points we gathered:

    Market dynamics: Machinery manufacturers face pressure as weak farmer margins dampen demand. US market challenges: Poor farm economics, tariffs, and unfavorable exchange rates create a challenging environment for European manufacturers. Innovation awards: This year's awards reflect a shift from the radical innovations in previous editions (like robotics and sustainable fuels) toward practical, efficiency-driven solutions. Smart farming: Despite a wide array of digital tools on display, farmer adoption remains slow. Labor challenges: The agricultural machinery industry faces a growing talent gap, particularly in high-tech and digital roles.

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