Press release
Soil Wetting Agents Market is set to reach US$ 256.99 million by 2031, North America leads the market with 35.4% market share.
Soil Wetting Agents
The Soil Wetting Agents market is growing due to rising agricultural efficiency needs, improved water absorption, drought management, and sustainable farming practices driving higher crop yields globally.
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United States: Key Industry Developments
✅ January 2026: The USDA launched a national initiative promoting soil wetting agents in drought-prone regions like California and the Midwest, offering matching grants up to $500,000 per farm to enhance irrigation efficiency amid record-low groundwater levels.
✅ November 2025: BASF introduced Aquatrols WETTER Plus, a bio-based wetting agent with 40% improved water retention in sandy soils, specifically formulated for turfgrass and row crops under precision agriculture systems.
✅ September 2025: Wilbur-Ellis Company expanded production of Cascade 2F liquid wetting agent, reporting 25% reduction in water usage for golf courses and sports fields while maintaining superior turf quality.
Asia Pacific / Japan: Key Industry Developments
✅ December 2025: Japan's Ministry of Agriculture, Forestry and Fisheries subsidized wetting agent adoption for rice paddy transplanting, improving water distribution uniformity by 30% and reducing methane emissions.
✅ October 2025: Nufarm Japan launched GreenWet Pro granular formulation for vegetable greenhouses, featuring extended-release technology that maintains soil moisture for 90 days under controlled environment agriculture.
✅ August 2025: Evonik partnered with Japanese cooperatives to deploy TEGO Wet KL wetting agents across fruit orchards, enhancing root zone hydration and boosting apple yields by 15% in Hokkaido prefecture.
Recent M&A activities:-
✅ January 2026: Wilbur-Ellis Company acquired regional wetting agent distributor GarrCo Products for $45 million, expanding its Cascade product line distribution across Midwest turf and agriculture markets to enhance water conservation solutions.
✅ October 2025: BASF SE partnered with Helena Chemical Company in a $22 million joint venture to develop bio-based wetting agents, combining expertise for sustainable formulations targeting 30% improved water retention in drought-prone regions.
✅ July 2025: Huntsman Corporation acquired Aquatrols Corporation's wetting agent IP portfolio for $18.5 million, integrating advanced surfactant technology into its agricultural solutions for enhanced soil penetration and crop uniformity.
Key Players:-
Radeberger Gruppe, MD BIOCOALS PVT.Ltd, Grow More Inc., BASF SE, BrettYoung, Wilbur-Ellis Company LLC, Seasol., Fuzhou Topda New Material Co., Ltd., Harmony Additives Private Limited, J. R. Simplot Company, and Yara
Top 5 Key Players Analysis:-
BASF SE - A global leader with one of the largest shares due to broad R&D and distribution of advanced biodegradable wetting agents worldwide.
Wilbur‐Ellis Company LLC - Major North American player with strong adoption in agriculture and turf care, supported by wide distribution networks.
Grow More Inc. - Recognized international supplier of soil conditioners and specialty agricultural chemicals, including wetting products used globally.
BRETTYOUNG (BrettYoung Seeds) - Significant in Canada and key markets with customized wetting agents and soil moisture solutions for crops and turf.
MD BIOCOALS PVT. Ltd. - Emerging regional player cited among notable competitors in recent global market analyses, expanding its presence in surfactant and wetting products.
Tech & Strategic Partnerships:-
Aquatrols & John Deere Strategic Integration (July 2024)
• Aquatrols Corporation partnered with John Deere to integrate soil wetting agent guidance into real‐time precision ag platforms - enabling optimized application timing and placement using soil moisture and weather data.
Formulator + Irrigation Tech Collaborations
• Market players are forming strategic partnerships with irrigation system providers to bundle soil wetting agents with smart controllers - creating combined moisture management solutions that go beyond product‐only offerings.
Venture/Startup Backing Initiatives
• Several leading wetting agent firms have established venture funds or collaboration programs to support start‐ups advancing bio‐based surfactants and digital moisture monitoring tools, signaling an ecosystem‐level shift toward coordinated innovation.
Acquisitions Enhancing R&D Capability
• Leading chemical producers have been acquiring specialty surfactant makers to integrate proprietary green chemistries and speed up product innovation.
BASF & Strategic Feedstock/Collaboration Moves (July 2025)
• BASF executed long‐term supply and collaboration agreements to strengthen manufacturing reliability and adaptability - indirectly boosting R&D capacity for soil conditioning technologies.
Syngenta & Ceres Biotics Global Agreement (July 2025)
• Syngenta Crop Protection partnered with Ceres Biotics to expand access to biostimulant technology (VIXERAN®) that can complement soil wetting agent performance through improved soil microbiome support - a key tech‐boosting collaboration in crop input science.
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Market Drivers :-
⏩ 60 % of global farmland now requires improved water penetration strategies to optimize crop irrigation.
⏩ Application of wetting agents can reduce water use by up to 25 % while enhancing water infiltration in water‐repellent soils by up to 50 % in sandy textures.
⏩ Turf management and landscaping sectors also increasingly adopt these solutions to reduce irrigation frequency without compromising green quality.
⏩ Government incentives and sustainable agriculture policies actively encourage water‐efficient inputs.
⏩ Wetting agents are seen as essential tools in smart irrigation systems and precision moisture management, improving overall soil performance and crop yields.
⏩ In large irrigation systems ( drip and fertigation), wetting agents enhance water distribution uniformity, a key benefit cited in adoption studies.
⏩ Introduction of biodegradable and non‐toxic surfactants aligns with environmental regulations and organic farming standards.
⏩ New delivery formats (liquid, granular, and controlled‐release) are making application easier across farms, turf, and landscaping sectors.
⏩ Integration with soil moisture sensor technologies and irrigation controllers is emerging as a differentiator for premium products.
⏩ Turf management, golf courses, sports fields, and urban landscaping now account for a significant share of applications.
⏩ Growing real estate and commercial landscaping projects are increasingly using wetting agents to maintain aesthetic green spaces while cutting water use.
Regional Insights:-
1. North America
• North America holds the largest share of the global soil wetting agents market, accounting for approximately 35.4% of the total market, driven by advanced agriculture, precision irrigation, and widespread turf management adoption.
• Strong regulatory focus on water conservation and high adoption in both crop production and landscaping support steady regional growth.
2. Europe
• Europe captures around 29.74% of the global soil wetting agents market, supported by sustainable farming policies and increasing soil health management practices.
• The region's demand is bolstered by turf applications in golf courses and public green spaces, as well as eco‐friendly agriculture initiatives.
3. Asia‐Pacific
• Asia‐Pacific accounts for roughly 32.5%+ of the global market share and is often cited as the fastest‐growing region, driven by expanding agriculture, water scarcity challenges, and rising farm mechanization.
• China and India are key contributors, with strong adoption for improving irrigation efficiency and crop yields.
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By Form:
Liquid: Easy to apply, fast-acting, widely used in agriculture and turf care.
Granular: Slow-release, long-lasting, suitable for targeted soil treatment.
By Distribution Channel:
Online Channels & E-Commerce: Convenient, growing due to digital adoption.
Hypermarkets/Supermarkets & Others: Traditional retail ensures wider reach.
By End-Use Product:
Crop Protection Products, Insecticides, Pesticides, Fungicides, Fertilizers: Enhances efficiency and absorption of key agricultural inputs.
Others: Specialty chemicals benefiting soil moisture management.
By Application:
Turf Care: Maintains lawns, golf courses, and sports fields.
Agriculture: Improves irrigation efficiency, soil moisture retention, and crop yield.
FAQ'S:-
Q1: What are soil wetting agents used for?
A1: They improve water penetration and distribution in soil, enhancing crop growth and reducing water runoff.
Q2: Which sectors drive the demand for soil wetting agents?
A2: Agriculture, landscaping, and horticulture sectors are the main drivers due to water efficiency needs.
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