Agricultural machinery sales may get boost in 2021

New research shows that demand for agricultural machinery was weak in 2020 in the UK but hopes are high for a ‘bounceback’ this year.

Extreme weather conditions – flooding last February, a dry spring, a hot summer and heavy rain in August combined to severely deplete harvests in the UK.

All this came on top of the Covid effect which notably has caused decreased demand for dairy products and high-quality meat products from cafes and restaurants.

As a result, UK farmers have in the main not been in a strong position, where investment in new machinery is concerned, according to Alastair Hayfield, senior research director at Interact Analysis, which looks at prospects for the agricultural machinery market.

But there are positive signs for 2021, with better weather predicted coupled with the need to replace aging equipment, which should lead to overall growth in agricultural machinery sales.

Globally, three major tractor manufacturers – AGCO Corporation, CNH Industrial, owners of New Holland, and Kubota – each reported increased sales in 2020. With both the Royal Welsh and APF shows deciding not to run, the land and estate section at The Game Fair will become larger to accommodate displaced exhibitors and visitors from those shows.

Additionally, John Deere, a massive supplier to the US tractor market and long standing supporter of The Game Fair, also reported improved market sentiment in 2020 which, they say, was driven by improved prices, market access and government support.