The Expanding Role of Micronutrients in a Tight Margin Era

Every planting season comes with its own set of questions concerning crop nutrition. For many, the answer is micronutrients. While certainly not a panacea, these products are growing in popularity because they can solve — or at least mitigate — many of the challenges.

“This year once again tested growers’ confidence in micronutrients — and it proved to be a valuable test,” says Nick Bancroft, CEO, AgroLiquid. “Traditionally, when margins tighten, the market shifts its attention back to the ‘big three’ nutrients — nitrogen (N), phosphorus (P), and potassium (K). Micronutrients have often been the first inputs to be scaled back.”

Despite that tendency, the last several seasons have shown growers that micronutrients are critical for healthy crops, Bancroft says. These products “play a measurable role” that helps deliver a healthy return on investment (ROI). As understanding and acceptance of the value of micronutrients expands among growers and retailers, demand has become more consistent.

This recognition is key, says Clare Doyle, CEO, Verdesian Life Sciences.

“Even in a more cautious spending environment, the micronutrient category showed resilience,” Doyle says. “Growers who are focused on yield optimization, grain quality, and long-term soil fertility stayed committed to micronutrients, particularly in high-value crops and on acres where the ROI has been clearly demonstrated. Where we saw hesitation, it was more about cash flow and overall input budgets than about confidence in the technology itself.”

That confidence and the products’ ability to alleviate numerous problems are two reasons growers and retailers value micronutrients.

Huma, a 50-year-old company that provides humus, the organic component of soil created by the decomposition of plant and animal material, experienced growth due to unusual weather patterns.

“Having an extensive portfolio of versatile products certainly helped this past season,” says Fred Nichols, Chief Sales and Marketing Officer at Huma. In other words, any crop input plan needs to come with a healthy dose of flexibility.

Since every season brings its own challenges, growers and their retail advisers continually evaluate their needs and balance them against their budgets. Growers are looking for efficiency.

“There’s nothing ‘micro’ about the importance of micronutrients,” says Mary Kay Mower, Senior Product Marketing Manager, Koch Agronomic Services (KAS). “Micronutrient deficiencies can lead to limited growth and yield, so retailers and growers alike need to prioritize a balanced fertilizer package as they plan for the upcoming season.”

As their understanding grows, retailers are able to provide better guidance to their grower-customers. It’s about learning when and where micronutrients should be employed, says Tommy Roach, Vice President, Product Development and Technical Services, Nachurs Alpine Solutions. They understand that the gain in yield is worth the cost.

“These additions can be piggybacked with a basic field task (i.e., herbicide/fungicide application) so as to avoid further application costs,” Roach says.

Cost is certainly one factor — along with managing the myriad problems growers face.

Changing Technology, Changing Attitudes

“As yields have increased, micronutrients are increasingly recognized as a limiting factor in a fertility program,” explains Reid Abbott, AgroLiquid Agronomist. “While these nutrients have always played an important role, we are discovering more and more about their importance in crop production and top-end crop performance.”

Growers and retailers are also learning more about when, where, and how to apply these more sophisticated micronutrients, and manufacturers are providing solutions that are easier to handle and compatible with existing crop input practices.

“Products must remain available, stable, and readily taken up by the plant to truly make an impact,” Abbott says.

Jason Gregory, Brand Manager of Coron and Nutritional Brands with Helena Products Group, said there are three ways application methods have influenced the micronutrient segment: “Fertigation, foliar sprays, and precision placement have all contributed to the expanded use of micronutrients,” he says. “Technology integration, such as variable-rate applications and advanced sensors, is accelerating adoption in high-value crops.”

In 2025, the ag industry was fraught with obstacles — rising costs, tariffs, and politics that made it more difficult to sell crops, among others. Many of those hurdles are expected to remain in place for the coming season.

“I would like to say it is ‘business as usual’ in the micronutrient market in 2026, but the ‘elephant in the room’ of low commodity prices could put a lid on further volume increases,” says Nachurs’ Roach. “Thus far, we have seen a significant erosion in zinc and boron pricing and margin as compared to the same time last year. This could be a result of grower demand based on economic conditions or from micronutrient producers trying to grab volume where they can.”

Verdesian’s Doyle also expects the market to continue to grow, and now that many retailers are helping manage structured nutrient management, the company expects to see more acres come under stewardship.

“We also expect more attention on how micronutrients contribute to nutrient use efficiency, not just yield,” Doyle says. “Keeping more of what growers apply in the soil-plant system and out of waterways or the atmosphere.”

As promising as the future looks, there are some challenges, including high fertilizer and lower commodity prices, and with ongoing challenges come ongoing adjustments.

AgroLiquid’s Abbott says many of the growers he has spoken with are considering reducing their micronutrient use and focusing primarily on NPK. He encourages them not to follow that path: “The goal is to help growers understand the long-term economic impact of these decisions,” he says. “Cutting essential nutrients today can lead to missed yield goals tomorrow.”

Short-term frugality might improve the immediate bottom line, but Huma’s Nichols suggests there are alternatives to eliminating micronutrient application.

“Nearly every farmer will be in penny-pinching mode,” he says. “Some degree of compromise for any crop input can be expected. While it may not be ideal, a realistic goal may be to get at least some micronutrients applied.”

As micronutrients grow in popularity, more providers vie for a chance to earn users’ business. And while return on investment is key, it’s not the only advantage.

“Nearly every crop input is competing for share of wallet. ROI is not always enough. Farmers are capped on what they can spend, and soaring production expenses add to the dilemma,” Nichols says. “Farmers are looking for greater utility and versatility out of every input they purchase. More bang for the buck.”

Trends to Watch

There are still plenty of growers who need convincing. Nichols divides those who are using micronutrients into two camps.

“Among users, we’re seeing a shotgun and rifle approach,” he says. “Shotgun users prefer the convenience and fool-proof nature of pre-packs. These are farmers who appreciate the value of micronutrients but may not incorporate practices such as frequent tissue sampling. As for the riflemen, we are seeing a growing number of top-end managers who essentially build their crops in real time and want to apply specific micronutrients throughout the season at specific times.”

Those using the latter approach deliver exactly what the crop needs, when it needs it: “For them, it’s strapped a turbo charger on the 4Rs,” he says.

Whatever approach retailers offer their grower-customers, KAS’ Mower suggests they take a comprehensive approach to deciding on how to use their crop-input expenditure.

“Growers are tuned in to the need to pay close attention to both macro and micronutrients, so we’ll likely see new and expanded products to meet that need,” she says. “Profitability will likely continue to be a challenge, so we expect to see products that do more than just deliver yield — they solve problems.”

Despite the effect lower commodity prices had on micronutrient use in 2025, Jake Socherman, Specialty Micronutrients General Manager, Verdesian, suggests retailers and their grower-customers not abandon their use entirely.

“As producers look for ways to maximize yields, micronutrients remain an essential part of the solution,” he says. “Additionally, trends in soil and tissue sampling have helped create greater awareness of micronutrient deficiencies, further supporting adoption.”

Helena’s Gregory summed up the use and value of micronutrients this way: “Micronutrients are no longer optional — they’re increasingly recognized as essential for unlocking a crop’s full genetic potential. As genetics advance and sustainability pressures grow, the market will continue to reward companies that combine innovation, agronomic expertise, and logistical reliability.”