Nanotechnology is recognised by the European Commission as one of its six "Key Enabling Technologies" that contribute to sustainable competitiveness and growth in several industrial sectors. The current challenges of sustainability, food security and climate change are engaging researchers in exploring the field of nanotechnology as new source of key improvements for the agricultural sector. However, concrete contributions are still uncertain. Despite the numerous potential advantages of nanotechnology and the growing trends in publications and patents, agricultural applications have not yet made it to the market. Several factors could explain the scarcity of commercial applications. On the one hand, industry experts stress that agricultural nanotechnology does not demonstrate a sufficient economic return to counterbalance the high initial production investments. On the other hand, new nanotech regulation in the EU might create regulatory uncertainty for products already on the market and affect public perception. However, recent studies demonstrate that public opinion is not negative towards nanotechnology and that the introduction on the market of nanotech products with clear benefits will likely drive consumer acceptance of more sensitive applications. The rapid progress of nanotechnology in other key industries may over time be transferred to agricultural applications as well, and facilitate their development. (C) 2014 The Authors. Published by Elsevier Ltd.