Europe Haying and Forage Machinery Market - Growth, Trends and Forecasts (2020 - 2025)

The European haying and forage machinery market is projected to grow at a CAGR of 3.5% during the forecast period (2020 - 2025). Farm mechanization saves time, cuts down crop production costs, in the long run, reduces post-harvest losses, and boosts crop output and farm income. The importance of mechanization in increasing farm productivity coupled with increasing support from the government in terms of favorable policies and assured farm income has led to the bright future of the industry. Rising demand for livestock population and an increase in the concern of animal feed are the factors that drive the market in the region. Germany Dominates the market in the region owing to the labour scarcity in agriculture coupled with increased production of forage crops. Some of the leading players in the market are KUHN SAS, PÖTTINGER Landtechnik GmbH, Kubota (U.K.) Limited, KRONE UK Ltd., and AGCO GmbH.

Key Market Trends

Increasing Cultivation of Forage Crops

In Europe, there is an increase in the cultivation of forage crops like Alfalfa, Forage corn, and Forage Sorghum and Rye due to an increase in livestock production. According to the Food and Agricultural Organization (FAO), Russia and Poland are the largest cultivated areas of Rye, forage crops in the region with 0.95 million ha and 0.89 million ha respectively in 2018. The cultivation of green maize in Europe is 1.17 million ha in 2018. The region depends on imports of seeds as there is less production in the region. For instance, ss per the ITC Trade, Germany, and the Netherlands imported ryegrass seeds with a value of USD 81,814 thousand and USD 33,295 thousand, respectively in the year 2019. An increase in the imports of forage seeds and demand for forage feed for animal production drives the market in the region.

Germany Dominates the Market

Forage crops are cultivated in large areas in Germany. Harvesting and baling of fodder crops are such large areas require huge labor force. As per the World Bank, in Germany, there is a decrease in employment in agriculture in 2019 to 1.21 than that of 1.38 in 2016. Unavailability of farm labor in Germany is driving the forage machinery market. Germany farmers are increasingly suffering from a shortage of seasonal workers who traditionally come from eastern Europe during harvest periods. There is a decrease in the shortage of these seasonal workers is stimulating the farmers to depend on machines for harvesting. According to ITC Trade, in 2016, Germany imported fescue seeds valued at USD 19,659 thousand that increased to USD 27,694 thousand in 2019. An increase in imports of forage seeds in the country indicates the growing production and the decrease in the labor force have led to increased adoption of machinery for various operations in the production of forage crops.

Competitive Landscape

The European haying and forage machinery market is consolidated, with a few companies holding the majority of the shares in the market. Companies are not only competing on the basis of product quality or product promotion but are also focused on making other strategic moves, to acquire greater market share and expand their acquired market size. Companies are investing heavily to develop new series, and are collaborating and with other companies, which is projected to increase their market shares and strengthen the R&D activities. Some of the leading players in the market are KUHN SAS, PÖTTINGER Landtechnik GmbH, Kubota (U.K.) Limited, KRONE UK Ltd., and AGCO GmbH. In January 2019, Krone Introduces BIG M 450 Self-Propelled Mower Conditioner with several stand-out features, including a new cab, engine, running gear, and re-designed mower units.

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