Brandwave

How popular isICL in search?

In August 2026, there were an estimated 301K branded searches for ICL worldwide which is down 18.2% over the last 11 months. ICL holds 61% estimated Share of Search among fertiliser brands worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. ICL61%
  2. Haifa22.3%
  3. Miracle-Gro8.2%
  4. Nutrien8.2%
  5. Scotts0.32%
  6. Yara0.01%
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Which fertiliser brands compete with ICL?

ICL against fertiliser brands worldwide, by month

Share of Search by month for ICL, Haifa, Miracle-Gro, Nutrien. The figures are in the table below the chart.

View monthly share of search table
MonthICLHaifaMiracle-GroNutrienScottsYara
Oct 202563.3%23.2%4.7%8.5%0.22%0.02%
Nov 202562.2%22.7%4.6%10.2%0.18%0.01%
Dec 202568.5%20.5%3.4%7.5%0.13%0.02%
Jan 202666.8%20%4%9%0.16%0.02%
Feb 202656.2%30.8%5.1%7.6%0.3%0.02%
Mar 202639.5%48.3%5.3%6.5%0.39%0.01%
Apr 202652.9%28.9%10.6%7.1%0.52%0.01%
May 202664.9%15.9%13.1%5.8%0.35%<0.01%
Jun 202657.1%20.9%14%7.7%0.36%0.02%
Jul 202661.5%22.6%10.1%5.5%0.22%0.02%
Aug 202661%22.3%8.2%8.2%0.32%0.01%
Sep 2026——————

  1. 1.ICL

    61%

    Held 1st. 301K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  2. 2.Haifa

    22.3%

    Held 2nd. 110K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

  3. 3.Miracle-Gro

    8.2%

    Held 3rd. 40.5K estimated branded searches, -33.1% vs prior month. Share -1.9 points.

  4. 4.Nutrien

    8.2%

    Held 4th. 40.5K estimated branded searches, +22.4% vs prior month. Share +2.7 points.

  5. 5.Scotts

    0.32%

    Held 5th. 1.6K estimated branded searches, +23.1% vs prior month. Share +0.1 points.

  6. 6.Yara

    0.01%

    Held 6th. 50 estimated branded searches, -44.4% vs prior month. Share 0 points.

Compare search popularity between ICL and its closest rivals

How has branded search demand for ICL changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for ICL worldwide fell from 368K to 301K.
  • Across the 11 months ending August 2026, ICL’s estimated Share of Search among fertiliser brands worldwide decreased from 63.3% to 61%.
  • Across the 11 months ending August 2026, ICL’s estimated Share of Search among fertiliser brands worldwide peaked at 68.5% in December 2025 and was lowest at 39.5% in March 2026.

How did search popularity change for fertiliser brands worldwide in August 2026?

  1. In August 2026, Nutrien gained estimated Share of Search among fertiliser brands worldwide, from 5.5% to 8.2%.

  2. In August 2026, Miracle-Gro lost estimated Share of Search among fertiliser brands worldwide, from 10.1% to 8.2%.

  3. In August 2026, ICL lost estimated Share of Search among fertiliser brands worldwide, from 61.5% to 61%.

  4. Estimated monthly branded searches for Scotts worldwide rose 23.1% over 11 measured months, from 1.3K to 1.6K in August 2026.

  5. Estimated monthly branded searches for Yara worldwide fell 44.4% over 11 measured months, from 90 to 50 in August 2026.

  6. Estimated monthly branded searches for Haifa worldwide fell 18.5% over 11 measured months, from 135K to 110K in August 2026.

How is ICL measured?

Brandwave collects information about searches that people make online using ICL’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • icl

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How the Brand Demand Index is measured

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