Bianca Forte, 31 October 2025

In partnership with Grounded Research, we’ve published findings from a new survey showing that while awareness of biostimulants among UK wheat growers is high, confidence in their performance remains low. We believe that stronger regulation is essential to build farmer trust.

• Our survey reveals that trust on companies’ claims, trial data and agronomist advice will determine UK farmers’ adoption of biostimulants.
• It also shows regulations are required to encourage transparency to meet the concerns of farmers hindering industry-wide growth.

Our Business Development Director, Bianca Forte, shares key findings from the survey.

Surveying farmer attitudes towards biostimulants

When we commissioned a nationwide survey of UK wheat growers earlier this year, our goal at SugaROx was to go beyond the numbers to understand how farmers really feel about biostimulants.

To make that happen, we partnered with Grounded Research, a firm known for its deep roots in agricultural insight. What a great choice that was; not only were they able to engage our target audience effectively but they also helped us contextualise some of the responses.

The survey forms part of our Innovate UK–funded project to accelerate the development of our first biostimulant, a single-molecule formulation whose active ingredient is based on the natural plant sugar trehalose-6-phosphate (T6P).

We are a spin-out from Oxford University and Rothamsted Research on a mission to develop science-based solutions for the biostimulants industry. Understanding farmer perceptions helps us ensure that what we’re developing meets real needs in the field.

Our survey, conducted between April and June 2025, reached 211 UK wheat farmers through Grounded Research’s Five Bar Gate farmer panel and our own network. It explored everything from awareness and usage to purchase channels, price sensitivity, and observed benefits.

As Clare Otridge, Market Research Consultant at Grounded Research noted: “The appetite for innovation is there among farmers, they just lack the confidence in the solutions historically available.” This is one of the most important takeaways from our research.

Weather variability now tops the list of farmers’ challenges

Clare commented: “Ninety-five percent of the farmers we spoke to mentioned that as a major issue. With the last few seasons bringing everything from prolonged dry spells to intense heatwaves, it’s no surprise, and the survey also reveals that growers are actively seeking tools to build resilience.”

Most farmers understand the function of biostimulants

According to survey results, most farmers associated biostimulants with improved nutrient uptake (86%), root growth (84%), stress tolerance (80%), and yield boost (71%). That is excellent, as those are functions correctly associated with biostimulants. But 42% still view biostimulants as fertilisers and 24% see them as pesticides – which are different classes of crop inputs.

Farmers feel the benefits delivered by biostimulants are still modest

Among the farmers who have tried biostimulants, the top benefits observed were resilience against abiotic stress (2.09 out of 5), yield gains (2.00) and better nutrient-use efficiency (1.88). Half of farmers expect to use more biostimulants in the next five years.

Farmer trust is a barrier for wider adoption

Cost-effectiveness is a major barrier for adoption (rated 4.37 out of 5). Clare said: “Resilience to climate change and sustainability are strong motivators for biostimulant adoption, but at the end of the day, yield and profitability still drive decision-making. More than three-quarters told us they’d consider adding new biostimulants to their spray plan if the advantage was clear.”

The next two biggest barriers for adoption reported by farmers were unproven performance (4.19) and lack of trusted information (4.19). Clare added: “Lack of information was mentioned by 34% of respondents.” At SugaROx we believe legislation is needed to regulate companies’ claims.

As noted by one farmer: “Independent trials don’t show anywhere near the advantage manufacturers claim.” Another added: “What’s still holding me back is the lack of clear guidance on which products work best for my crop conditions.”

Agronomy groups, highly influential advisers on farms, are still shy about biostimulants

Most farmers reported learning about biostimulants through the farming press (32%) and agricultural events (23%). Clare noted: “Only 18% first heard about biostimulants from agronomists. To me this shows great potential for growth, as agronomists are trusted advisors for farmers.”

Agronomists in the UK, independent professionals or those associated with companies that also supply inputs, are knowledgeable advisors for farmers. They build their relationship with their customers through advice that works, so it’s important for inputs to perform reliably.

What the results mean for the farming industry

The insights from the survey mirror what we often hear in our own conversations with farmers and agronomists. Demand is high, the industry is full of potential, but uncertainty is hindering adoption.

At the moment, biostimulants in the UK remain unregulated. Defra has been considering a certification framework similar to the EU’s Fertilising Products Regulation (2019/1009), which would require companies to certify their claims on product safety, composition, and efficacy.

If this goes ahead, it could be a turning point. Clearer standards would help farmers trust what they’re buying and accelerate adoption of products that truly improve resilience in UK farming.

Clare agreed, saying: “The results show both opportunity and responsibility. The biostimulant sector needs to back its claims with robust data and help farmers make informed choices. There’s a real chance here to build a stronger, more evidence-led market.

That’s exactly why we wanted to share these findings. The survey isn’t just about where farmers stand today – it’s about where the industry can go next if we listen carefully, prove what works, and bring science and practice closer together.

Do you share our vision? Join the SugaROx mission

At SugaROx, we’re committed to advancing the science of crop stimulation.

Through our B2B model, we collaborate with go-to-market partners who deeply understand farmers’ needs and practices, testing and delivering our solutions across key agricultural markets worldwide.

If you fit that profile, contact us today or follow us on LinkedIn to keep up with our progress.