Micronutrients Take Center Stage: Tech, AI, and ROI Drive Market Shift in 2025
August 27, 2025 Much like the microbes that live inside their human hosts micronutrients living in soil keep the soil healthy for crops. CropLife interviewed Julia Fulton, Brand Manager — Specialty Liquids, The Andersons, to get her thoughts on the increasing important role micronutrients play on the farm.
Julia Fulton, Brand Manager — Specialty Liquids, The Andersons
CropLife: What were your expectations for micronutrients in 2025 and were they met?
Julia Fulton: Our expectations for the 2025 micronutrient season included anticipated growth in precision technologies, particularly in drone applications and targeted fertilizer placement. While those innovations continued to gain traction, the pace of adoption was slower than expected, primarily due to economic headwinds. Low crop prices and tighter margins led many growers to take a more conservative approach to input investments, especially in the value-added nutrients sector. Retailers reported hesitancy from growers who were more focused on cost control than technology upgrades, despite the long-term ROI that precision micronutrient strategies can provide.
CL: What factors influenced how the micronutrient segment faired this year?
JF: The micronutrient market in 2025 was shaped by persistent low crop prices and a cautious grower mindset, leading to more conservative input decisions. While interest in precision technologies and drone applications remained strong, adoption slowed due to economic pressures and capital constraints. Regional weather events did drive some in-season micronutrient use, especially as many nutrients were added to fungicide passes across the field.
CL: How has the role of micronutrients changed over the past couple of years?
JF: Over the past several years, micronutrients have shifted from being viewed by growers as optional inputs to becoming more strategic tools in season-long fertility programs. Adoption of mid-season and even late-season applications has grown across the country, largely thanks to advances in application technologies, like drones, that offer greater flexibility and timing precision.
Growers increasingly recognize the value of addressing hidden deficiencies before they limit yield, and micronutrients are playing a more targeted, responsive role in that effort. At the same time, the focus has shifted toward return on investment and efficiency, making proven, easy-to-apply micronutrient solutions more relevant than ever in helping growers get everything they can out of each crop at harvest. time.
CL: How has the technology behind micronutrients changed over the past several years?
JF: The science and technology behind micronutrients have advanced significantly in recent years. Precision application methods, such as drone aerial applications and variable-rate technologies, enable growers to apply micronutrients exactly where and when needed, leading to improved efficiency and reduced waste.
Advances in chelation technology has also moved beyond traditional EDTA forms, offering more environmentally friendly and plant-available alternatives. Additionally, breakthroughs in nutrient uptake technology have enhanced how effectively crops absorb and utilize micronutrients, leading to better plant health, stronger resilience, and improved yield potential.
CL: Has artificial intelligence had an influence on the micronutrient segment, and if so, how?
JF: Artificial intelligence is beginning to influence the micronutrient segment by making precise, data-driven recommendations to growers. Many AI tools are available in the marketplace to help analyze field conditions, crop stages, and environmental data to optimize application timing and placement, improving efficiency and crop response. In aerial applications, AI enhances drone flight planning and variable-rate delivery. It also supports better inventory forecasting and product development, helping companies respond faster to grower needs. While still emerging, AI’s role in micronutrient use is growing and poised to drive smarter, more targeted decisions across the value chain.
CL: What trends are currently driving the micronutrients marketplace?
JF: We’ve seen several exciting trends driving innovation in the micronutrient marketplace. With a strong focus on ROI, efficiency, and in-season application flexibility, growers are increasingly using drones and precision application tools to apply micronutrients exactly when and where they’re needed.
Innovations like John Deere’s ExactShot Technology, drone and aerial applications, and the 360 Rain irrigation system from 360 Yield Center are revolutionizing the way micronutrients are applied. These technologies for liquid nutrient applications will be game changers for the market. They allow for more precise and efficient delivery of nutrients with the 4R’s in mind, all while reducing waste and ensuring that crops receive the optimal rates of micronutrients needed for healthy season-long growth, leading to better yields at harvest.
CL: What are the biggest challenges to growing the micronutrient market?
JF: One of the biggest challenges to growing the micronutrient market is the ongoing pressure on grower profitability, which often pushes micronutrients lower on the list of input priorities. Despite their immense agronomic value, micronutrients are still sometimes viewed as optional rather than essential, especially when budgets are tight. The growth of the micronutrient market is also challenged by regulatory complexities, especially in international markets, which can slow the approval and adoption of new products. Continuous investment in research and development is essential to innovate and address the changing needs of growers, but this demands significant resources.
Supply chain disruptions, driven by labor shortages and geopolitical factors, have impacted product availability and increased costs. Coupled with persistent low crop prices, these factors limit growers’ purchasing power and slow overall market expansion.
CL: What are the biggest opportunities for the micronutrient market?
JF: The micronutrient market holds significant growth opportunities, driven by several key factors. The increasing adoption of precision agriculture technologies, such as drones and variable-rate application systems, allows for more targeted and efficient nutrient delivery, expanding usage beyond traditional methods. Rising awareness among growers about the importance of balanced fertility and addressing hidden nutrient deficiencies is boosting demand.
Advances in formulation and nutrient uptake technologies offer products that deliver better performance and ROI, making micronutrients more attractive investments. Data-driven decision-making tools and AI are helping agronomists and retailers tailor micronutrient programs more precisely, opening new avenues for market growth.
CL: What are your expectations for the 2026 season?
JF: In 2026, we expect to see continued market growth primarily driven by technological advancements, an increasing focus on sustainability, and efforts to help increase crop yields. Growers will increasingly prioritize targeted, efficient nutrient delivery with precision equipment to maximize ROI and crop quality. Sustainability will remain a key focus, with greater adoption of environmentally friendly products and government-backed sustainable farming initiatives.
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