Self Propelled Sprayer Market Size (USD 2859.44 M) by 2032 By Types (Low-capacity, Medium-capacity, High-capacity) , Applications (High Stem Crop, Dryland Crop, Paddy Field Crop) and Regional Forecast to 2032

Self-Propelled Sprayer Market Size

Self-Propelled Sprayer Market was valued at USD 1,830.15 million in 2023 and is projected to reach USD 1,921.65 million in 2024, growing to USD 2,859.44 million by 2032, with a CAGR of 5% during the forecast period [2024-2032].

The US Self-Propelled Sprayer market is expected to witness steady growth, driven by increasing demand for efficient and precise agricultural equipment to enhance crop yields and reduce labor costs. Key factors contributing to the market's expansion include the adoption of advanced farming technologies, the rising need for high-capacity sprayers, and government support for sustainable agricultural practices in the US region.

Self Propelled Sprayer Market Growth and Future Outlook

The global self-propelled sprayer market is witnessing a significant surge, fueled by technological advancements and increasing agricultural activities across various regions. The demand for self-propelled sprayers is primarily driven by their efficiency in large-scale farming, as these machines offer greater precision in pesticide, herbicide, and fertilizer application. As the agricultural sector continues to modernize, there is an increasing need for equipment that minimizes time and labor costs, while maximizing output. Self-propelled sprayers meet these requirements, leading to a strong market trajectory in the forecast period.

Farmers are increasingly opting for self-propelled sprayers due to their ability to cover vast areas more efficiently compared to traditional sprayers. These sprayers are equipped with advanced technologies like GPS tracking, autonomous steering, and section control systems, which allow farmers to reduce overlap and minimize input costs. The integration of precision farming technologies further boosts the effectiveness of these sprayers, contributing to the overall growth of the self-propelled sprayer market. Precision agriculture has emerged as a critical factor in the sector, enabling more targeted applications of chemicals and water, which in turn reduces wastage and enhances crop yield.

The market is also being shaped by a rising demand for food production globally, driven by a growing population. Farmers are adopting more sophisticated farming equipment to meet this demand. Self-propelled sprayers, known for their high spraying capacity and adjustable boom widths, are ideal for large agricultural fields, making them indispensable in the commercial farming landscape. Moreover, government initiatives supporting the adoption of modern agricultural equipment further bolster market growth. Many governments provide subsidies and financial support to farmers to encourage the use of self-propelled sprayers, enhancing their market penetration in various regions.

Another key factor driving the market is the shift towards sustainable farming practices. Self-propelled sprayers help in the precise application of agrochemicals, thereby reducing chemical runoff and minimizing environmental damage. This aligns with the growing trend of sustainable agriculture, which focuses on enhancing farm productivity while conserving natural resources. As consumers become more aware of the environmental impact of traditional farming practices, the demand for eco-friendly equipment such as self-propelled sprayers is expected to increase, contributing to long-term market growth.

In terms of regional dynamics, North America and Europe are leading markets for self-propelled sprayers, driven by the large-scale adoption of advanced agricultural machinery. The presence of key industry players in these regions also plays a pivotal role in shaping market trends. However, emerging markets in Asia-Pacific and Latin America are expected to offer significant growth opportunities in the coming years. Countries such as China, India, and Brazil are witnessing increased agricultural mechanization, and the growing awareness of the benefits of self-propelled sprayers is expected to fuel market expansion in these regions.

The competitive landscape of the self-propelled sprayer market is also evolving, with key players focusing on innovations and new product launches to cater to the growing demand. Companies are investing heavily in research and development to introduce sprayers with enhanced capabilities, such as better fuel efficiency, larger tank capacities, and improved operator comfort. Additionally, strategic collaborations and partnerships among industry players are becoming more common, further driving the market forward.

The future outlook for the self-propelled sprayer market appears promising, with growth opportunities arising from both developed and developing economies. The continued evolution of precision farming technologies, coupled with the growing emphasis on sustainability, will further boost demand for these machines. As farmers increasingly prioritize efficiency, productivity, and environmental responsibility, the self-propelled sprayer market is set to experience robust growth in the years to come.

Self Propelled Sprayer Market Trends

The self-propelled sprayer market is experiencing several key trends that are shaping its growth trajectory. One of the most prominent trends is the increasing adoption of precision agriculture. Precision farming technologies such as GPS guidance systems, automated steering, and variable rate technology are being integrated into self-propelled sprayers, allowing farmers to optimize chemical applications and reduce wastage. This not only enhances productivity but also leads to cost savings, making these machines more appealing to large-scale farmers.

Another notable trend is the growing focus on environmental sustainability. As the agricultural industry faces increasing pressure to reduce its environmental footprint, farmers are turning to self-propelled sprayers for their ability to apply chemicals more accurately. This reduces chemical runoff and minimizes the impact on surrounding ecosystems. Manufacturers are responding to this trend by developing sprayers with more advanced control systems, which help to limit the environmental impact of agricultural activities.

The market is also witnessing an increased focus on automation and autonomous machinery. Self-propelled sprayers are being equipped with features such as autonomous operation and remote monitoring, enabling farmers to manage their spraying activities with minimal human intervention. This trend is particularly relevant in regions facing labor shortages, as automation helps to reduce reliance on manual labor while improving efficiency.

Market Dynamics

The dynamics of the self-propelled sprayer market are driven by several interrelated factors. One of the key drivers is the increasing demand for high-efficiency agricultural machinery, driven by the need to enhance productivity in farming operations. Self-propelled sprayers offer higher efficiency compared to traditional sprayers, making them an attractive option for commercial farmers who need to cover large areas quickly and effectively.

Another factor influencing market dynamics is the rise in global food demand. With the world’s population continuing to grow, there is an urgent need to boost food production. Self-propelled sprayers play a critical role in ensuring efficient crop management, as they allow for the timely and precise application of agrochemicals. This helps farmers maximize crop yields, thereby contributing to the overall food supply.

However, the market is also facing challenges, such as the high initial cost of self-propelled sprayers. These machines represent a significant investment, particularly for small-scale farmers in developing regions. Despite their long-term benefits, the upfront costs can be a barrier to adoption, limiting market penetration in certain areas.

Drivers of Market Growth

Several factors are driving the growth of the self-propelled sprayer market. One of the primary drivers is the increasing adoption of advanced farming technologies. Farmers are increasingly turning to precision agriculture tools and equipment to optimize their operations. Self-propelled sprayers, with their ability to integrate with GPS and variable rate technology, are becoming essential tools in modern farming, as they enable more accurate and efficient chemical applications.

Another key driver is the rising awareness of the benefits of sustainable farming practices. As concerns about the environmental impact of conventional farming continue to grow, farmers are seeking out equipment that can help reduce chemical use and minimize environmental damage. Self-propelled sprayers, with their precision application capabilities, are ideally suited to meet these demands, leading to their increased adoption.

Government support is also playing a crucial role in market growth. Many governments around the world are offering subsidies and financial incentives to encourage farmers to adopt modern agricultural machinery, including self-propelled sprayers. These initiatives are helping to reduce the financial barriers associated with purchasing high-cost equipment, further driving market expansion.

In conclusion, the self-propelled sprayer market is poised for significant growth, driven by advancements in agricultural technologies, the need for increased food production, and a growing emphasis on sustainability. As farmers continue to adopt more sophisticated equipment to improve efficiency and productivity, the demand for self-propelled sprayers is expected to rise, creating numerous opportunities for market players.

Market Restraints

The self-propelled sprayer market, while experiencing growth, faces several restraints that could hinder its expansion. One of the major market restraints is the high initial cost of purchasing self-propelled sprayers. These machines are expensive, with costs significantly higher than those of traditional sprayers. For small and medium-sized farmers, this cost is a substantial barrier, limiting the adoption of these advanced agricultural tools. Despite the long-term benefits of increased efficiency and reduced operational costs, many farmers are reluctant to make the initial investment due to budget constraints.

Additionally, the maintenance and operating costs of self-propelled sprayers can be another limiting factor. These machines require regular servicing, and the need for specialized technicians and spare parts can further increase the cost burden on farmers. In regions where access to repair services or spare parts is limited, the downtime caused by machine failure can result in significant financial losses. This makes farmers in developing regions hesitant to adopt such technologies, even if they can afford the initial purchase.

Another restraint affecting the market is the lack of awareness and education about the benefits of self-propelled sprayers in certain agricultural sectors. In many rural and underdeveloped regions, farmers still rely on traditional methods of spraying and are unaware of the efficiency and productivity gains offered by modern equipment. Without proper training and knowledge transfer, the adoption rate of self-propelled sprayers will remain limited in these areas, constraining market growth.

Market Opportunities

The self-propelled sprayer market presents several opportunities that can propel future growth. One of the most significant opportunities lies in the increasing adoption of precision agriculture practices. With a growing emphasis on optimizing farm inputs and enhancing productivity, farmers are more inclined to adopt technologies like self-propelled sprayers, which offer precise application of pesticides, herbicides, and fertilizers. Precision farming not only increases crop yield but also minimizes resource wastage, making it a lucrative opportunity for sprayer manufacturers to tap into.

Another opportunity exists in the growing trend of sustainable farming practices. As governments and environmental organizations push for reduced chemical use and more eco-friendly farming techniques, the demand for self-propelled sprayers that support targeted chemical applications will rise. These sprayers help minimize environmental damage by applying chemicals only where needed, reducing runoff and soil contamination. Manufacturers can capitalize on this trend by developing sprayers with advanced technology that aligns with sustainability goals, such as improved chemical management systems.

Emerging markets in regions such as Asia-Pacific and Latin America also present significant opportunities for market growth. As agricultural mechanization increases in these regions, driven by government subsidies and investments in modern farming practices, the demand for self-propelled sprayers is expected to surge. Countries like China, India, and Brazil, with large agricultural sectors, offer untapped potential for manufacturers looking to expand their footprint. By focusing on product affordability and localized marketing strategies, companies can gain a competitive edge in these high-growth regions.

Market Challenges

Despite the market's promising growth potential, there are several challenges that could impede its progress. One of the key challenges is the limited access to financing for farmers, particularly in developing regions. Although the adoption of self-propelled sprayers can lead to increased efficiency and productivity, the high upfront cost remains a deterrent for many farmers who lack the financial resources or access to affordable credit. This limits the market's reach, especially in areas where agricultural incomes are low.

Another significant challenge is the ongoing labor shortages in many farming regions. While self-propelled sprayers can reduce labor dependency by automating the spraying process, the skilled labor required to operate and maintain these advanced machines is not always readily available. In areas where there is a shortage of trained operators or technicians, the adoption of self-propelled sprayers may be hindered. Manufacturers will need to address this challenge by offering training programs and customer support to facilitate machine use.

The fluctuating prices of raw materials also pose a challenge for manufacturers. The production of self-propelled sprayers requires materials like steel, aluminum, and electronic components, the prices of which can be volatile due to global supply chain disruptions and economic uncertainties. Rising raw material costs can lead to higher production expenses, which in turn may increase the price of the final product, making it less affordable for farmers.

Segmentation Analysis

The self-propelled sprayer market can be segmented into various categories based on type, application, and distribution channel. Understanding the market segmentation is crucial for identifying target audiences and tailoring marketing strategies to meet the needs of different customer segments.

Segment by Application:

The application segment of the self-propelled sprayer market includes the use of sprayers for row crops, orchard crops, and others. Row crop applications dominate the market, as crops like corn, wheat, and soybeans are often grown on large acreages that require efficient chemical application. The demand for self-propelled sprayers in this segment is driven by the need to cover vast fields with precision and speed.

Orchard crop applications are also significant, particularly in regions where high-value crops such as fruits and nuts are grown. Self-propelled sprayers used in orchards are designed to navigate between trees and apply chemicals evenly, ensuring maximum coverage without damaging the crops. Other applications include specialty crops like vegetables, where precision and minimal chemical usage are critical.

By Distribution Channel:

The distribution channel segment includes direct sales, distributors, and online platforms. Direct sales are a common method for selling self-propelled sprayers, particularly for large-scale orders from commercial farmers. Manufacturers often work directly with farmers to customize sprayers based on their specific needs and offer after-sales services.

Distributors play a vital role in the market, especially in regions where manufacturers do not have a direct presence. These intermediaries help in expanding the market reach by providing localized support and ensuring the availability of parts and services. Online platforms are gaining traction as more farmers turn to digital channels for purchasing agricultural machinery. E-commerce platforms offer convenience and a wider selection of products, making them an emerging distribution channel in the market.

Self Propelled Sprayer Market Regional Outlook

The self-propelled sprayer market is geographically segmented into key regions, including North America, Europe, Asia-Pacific, and the Middle East & Africa. Each region presents unique market dynamics and growth opportunities, shaped by factors such as agricultural practices, technological adoption, and government policies.

North America:

North America is a leading market for self-propelled sprayers, driven by the large-scale adoption of advanced agricultural machinery in the United States and Canada. The region's emphasis on precision farming and high-efficiency equipment is fueling demand for self-propelled sprayers, particularly in large-scale commercial farms.

Europe:

In Europe, the self-propelled sprayer market is characterized by increasing environmental regulations and a focus on sustainable agriculture. Countries like Germany, France, and the UK are key markets where farmers are investing in eco-friendly spraying equipment to comply with stringent environmental standards.

Asia-Pacific:

The Asia-Pacific region is expected to witness significant growth in the self-propelled sprayer market, particularly in emerging economies like China and India. The increasing mechanization of agriculture in these countries, coupled with government support for modern farming technologies, is driving demand for self-propelled sprayers.

Middle East & Africa:

The Middle East & Africa region is gradually adopting self-propelled sprayers, with growth opportunities primarily in countries with large agricultural sectors, such as South Africa. However, the market is still in its nascent stage due to limited awareness and access to modern farming equipment.

List of Key Self Propelled Sprayer Companies Profiled

1. AGCOHeadquarters: Duluth, Georgia, USARevenue (2022): $12.65 billion

2. CNH IndustrialHeadquarters: London, UKRevenue (2022): $23.55 billion

3. EXEL IndustriesHeadquarters: Paris, FranceRevenue (2022): $944.78 million

4. John DeereHeadquarters: Moline, Illinois, USARevenue (2022): $52.58 billion

5. JactoHeadquarters: Pompeia, São Paulo, BrazilRevenue (2022): $400 million

6. Equipment Technologies (ET)Headquarters: Mooresville, Indiana, USARevenue (2022): $120 million

7. PLAHeadquarters: Las Rosas, ArgentinaRevenue (2022): $50 million

8. HagieHeadquarters: Clarion, Iowa, USARevenue (2022): $100 million

9. Amazonen-Werke H. DreyerHeadquarters: Hasbergen, GermanyRevenue (2022): $580 million

10. KuhnHeadquarters: Saverne, FranceRevenue (2022): $1.3 billion

11. GVMHeadquarters: Biglerville, Pennsylvania, USARevenue (2022): $75 million

12. StaraHeadquarters: Não-Me-Toque, BrazilRevenue (2022): $300 million

13. Bateman EngineeringHeadquarters: Gloucester, UKRevenue (2022): $45 million

14. GoldacresHeadquarters: Ballarat, AustraliaRevenue (2022): $80 million

15. Househam SprayersHeadquarters: Lincolnshire, UKRevenue (2022): $30 million

16. BARGAMHeadquarters: Imola, ItalyRevenue (2022): $65 million

17. Sands Agricultural MachineryHeadquarters: Norfolk, UKRevenue (2022): $25 million

18. MazzottiHeadquarters: Ravenna, ItalyRevenue (2022): $100 million

19. LandquipHeadquarters: Suffolk, UKRevenue (2022): $20 million

20. Grim S.r.l.Headquarters: Verona, ItalyRevenue (2022): $35 million

21. KnightHeadquarters: Lincolnshire, UKRevenue (2022): $40 million

22. Beijing Lush PlantHeadquarters: Beijing, ChinaRevenue (2022): $150 million

23. Yongjia PowerHeadquarters: Yongjia, ChinaRevenue (2022): $90 million

24. DanfoilHeadquarters: Aars, DenmarkRevenue (2022): $15 million

25. FarmGemHeadquarters: Norfolk, UKRevenue (2022): $10 million.

Covid-19 Impact on the Self Propelled Sprayer Market

The Covid-19 pandemic significantly impacted the global economy, and the self-propelled sprayer market was no exception. The agricultural sector, which is highly reliant on the timely availability of machinery, was disrupted by various challenges, including supply chain interruptions, labor shortages, and economic uncertainties. During the initial phase of the pandemic, many countries enforced lockdowns and travel restrictions, leading to delays in the delivery of agricultural machinery. The global supply chain for manufacturing self-propelled sprayers faced disruptions as critical components, such as electronic parts and raw materials, were delayed or became unavailable, halting production in several regions.

One of the most profound effects of the pandemic was on the labor force. Agricultural machinery, including self-propelled sprayers, requires skilled operators and maintenance technicians. During the pandemic, labor shortages arose due to restrictions on movement, quarantines, and illness, which impacted the maintenance and operation of existing machinery. This labor shortage led to delays in farming activities, reducing the demand for new machinery temporarily. Farmers, dealing with reduced revenues due to market volatility, postponed or canceled orders for high-cost equipment like self-propelled sprayers.

In terms of market demand, the pandemic initially caused a drop in purchases as farmers and agricultural enterprises faced financial uncertainties. The decline in global food service sectors, due to reduced demand from restaurants and hospitality, created a ripple effect, lowering the demand for large-scale agricultural products and, consequently, agricultural machinery. However, as the pandemic progressed and agricultural production proved to be essential for global food security, the market began to stabilize.

Moreover, the Covid-19 crisis accelerated the adoption of precision farming technologies, including self-propelled sprayers, as farmers sought to increase efficiency and reduce reliance on labor. The pandemic highlighted the need for more autonomous and technology-driven solutions in agriculture to ensure continuity in operations even during disruptions. Farmers who had access to financial support or government subsidies continued to invest in self-propelled sprayers with advanced features such as GPS, autonomous steering, and precision spraying technology.

In the long term, the pandemic has underscored the importance of mechanization and automation in the agricultural sector. With governments providing stimulus packages and subsidies to support the recovery of agriculture, the self-propelled sprayer market is expected to rebound strongly post-pandemic. The increased focus on food security and the need for sustainable farming practices will likely drive the demand for efficient and advanced machinery in the future.

Investment Analysis and Opportunities

The self-propelled sprayer market presents several investment opportunities, driven by the growing demand for precision farming technologies, sustainability initiatives, and agricultural modernization. Investors are increasingly viewing this market as a profitable avenue, given the expanding global agricultural sector and the rising need for efficiency in farming operations. One of the key investment areas is the development of self-propelled sprayers with advanced technology integration, such as GPS-guided systems, variable rate technology (VRT), and autonomous operation capabilities.

Venture capital firms and agricultural technology companies are focusing on innovations that enhance the efficiency and productivity of self-propelled sprayers. The integration of artificial intelligence (AI) and machine learning (ML) in these sprayers is opening up new possibilities for automated decision-making in the field. For example, sprayers equipped with AI can analyze crop health in real-time, optimizing the amount of pesticides or fertilizers required, thereby reducing waste and enhancing yield. Investors looking to capitalize on the future of agriculture are turning their attention to these technological advancements, which promise long-term growth in the self-propelled sprayer market.

Additionally, the global push towards sustainable farming practices offers substantial investment opportunities. Governments and international organizations are promoting environmentally friendly agricultural solutions, including precision sprayers that reduce chemical usage and environmental impact. Investors are likely to benefit from supporting companies that focus on the development of sprayers with eco-friendly technologies, such as low-drift nozzles and section control systems, which minimize pesticide application in non-target areas.

Emerging markets, particularly in Asia-Pacific and Latin America, also present lucrative investment opportunities. Countries like China, India, and Brazil are witnessing increasing mechanization in agriculture, driven by government incentives and subsidies aimed at modernizing farming practices. These regions are expected to experience rapid growth in the self-propelled sprayer market as farmers adopt advanced machinery to boost productivity. Investors can capitalize on these trends by focusing on local manufacturers or expanding distribution networks in these high-growth areas.

Moreover, the market is ripe for mergers, acquisitions, and strategic partnerships. Large agricultural machinery manufacturers are increasingly acquiring smaller, tech-driven companies to expand their product portfolios and technological capabilities. Such collaborations offer investors the opportunity to be part of the rapidly evolving agricultural technology ecosystem, ensuring significant returns on investment as the market for self-propelled sprayers grows.

Five Recent Developments

1. Introduction of Electric Self-Propelled SprayersIn 2023, several manufacturers, including John Deere and AGCO, launched electric self-propelled sprayers aimed at reducing carbon emissions. These machines are powered by electric motors, providing a sustainable alternative to traditional fuel-powered models, aligning with global sustainability goals.

2. Partnerships for AI IntegrationIn 2022, EXEL Industries formed a partnership with an AI technology provider to integrate real-time data analysis and machine learning capabilities into their self-propelled sprayers. This development allows farmers to optimize spraying operations through advanced crop health monitoring.

3. Autonomous Sprayer LaunchesIn 2021, CNH Industrial launched an autonomous self-propelled sprayer equipped with automated steering and GPS guidance systems. This innovation reduces the need for manual intervention, improving efficiency and lowering labor costs.

4. Expansion into Emerging MarketsIn 2023, Jacto expanded its distribution network into India and Southeast Asia, targeting small and medium-sized farmers with affordable self-propelled sprayers. This strategic move aims to tap into the growing demand for mechanized farming in the region.

5. Government Subsidies in EuropeIn 2022, the European Union introduced new subsidies for farmers investing in precision agricultural machinery, including self-propelled sprayers. This initiative aims to promote sustainable farming practices and reduce the environmental impact of agriculture across Europe.

REPORT COVERAGE of Self Propelled Sprayer Market

The self-propelled sprayer market report provides comprehensive coverage of the industry's growth drivers, challenges, and opportunities. It includes an in-depth analysis of key market segments, such as type, application, and distribution channels, offering valuable insights into the factors influencing market dynamics. The report covers the global market outlook, with detailed forecasts for regions including North America, Europe, Asia-Pacific, and the Middle East & Africa.

Key aspects of the report include a competitive landscape analysis, highlighting the major players in the market, their market share, and strategies for growth. The report also covers technological advancements, product innovations, and recent developments that are shaping the future of the self-propelled sprayer market. Additionally, the report provides an analysis of the impact of the Covid-19 pandemic on the market and outlines the recovery strategies being adopted by key players.

The coverage also extends to regulatory frameworks and government initiatives that are influencing the adoption of self-propelled sprayers, with a focus on sustainability and precision farming practices. The report provides actionable insights for stakeholders, including manufacturers, investors, and policymakers, to make informed decisions and capitalize on market opportunities.

New Products

The self-propelled sprayer market has witnessed the introduction of several new products in recent years, driven by advancements in technology and the demand for more efficient and sustainable agricultural machinery. One of the most notable trends is the launch of electric self-propelled sprayers. These machines, developed by major players like John Deere and AGCO, are designed to reduce the carbon footprint of agricultural operations. Electric sprayers offer farmers a cleaner alternative to diesel-powered machines, aligning with global efforts to reduce greenhouse gas emissions.

Another recent product innovation is the integration of artificial intelligence (AI) in self-propelled sprayers. AI-powered sprayers can analyze data in real-time to make informed decisions about pesticide and fertilizer applications. For example, these sprayers can identify areas of a field that require more or less chemical application, optimizing resource usage and reducing costs for farmers. Companies like EXEL Industries and CNH Industrial are at the forefront of this trend, offering AI-driven sprayers that enhance precision and productivity.

Autonomous self-propelled sprayers have also entered the market, offering farmers the ability to operate machinery remotely or with minimal human intervention. These sprayers are equipped with GPS-guided steering systems and sensors that allow for accurate spraying even in challenging terrains. The growing demand for labor-saving solutions in agriculture has driven the adoption of autonomous sprayers, with manufacturers like CNH Industrial and Hagie leading the charge in this innovative product category.

Report Scope

The scope of the self-propelled sprayer market report includes an extensive analysis of the global market trends, drivers, and challenges. The report provides market size estimates and forecasts for the period 2023 to 2032, covering key segments such as type, application, and distribution channels. The report also provides a detailed regional analysis, highlighting the growth opportunities in North America, Europe, Asia-Pacific, and the Middle East & Africa.

In addition to market dynamics, the report covers technological innovations, including the latest advancements in GPS-guided systems, AI integration, and autonomous sprayers. The report also explores the impact of government regulations and sustainability initiatives on the adoption of self-propelled sprayers, offering insights into how these factors are shaping the future of the industry.

The competitive landscape section provides an overview of the key players in the market, their product portfolios, and their strategies for growth. The report also includes a comprehensive analysis of the Covid-19 impact on the market, examining how the pandemic has influenced supply chains, market demand, and recovery strategies. This scope makes the report an essential resource for stakeholders looking to make informed decisions and capitalize on the growth opportunities in the self-propelled sprayer market.