Brandwave

How popular isOsmocote?

In September 2026, people searched for Osmocote by name about 22,200 times worldwide, about the same as the previous year. These searches made up 3.2% of all global fertiliser brand searches, placing Osmocote fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about fertiliser brands, Osmocote appeared in two of the five answers and was the third most recommended of the eight.

Search and AI answers in September 2026

Osmocote is the fifth most searched of 8 competitors and the third most recommended in AI answers.

  1. ICLShare of searches 64.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. HaifaShare of searches 19.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. NutrienShare of searches 7.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Miracle-GroShare of searches 4.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  5. OsmocoteShare of searches 3.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

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Top fertiliser brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Osmocote was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Osmocote is the third most recommended of the eight.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Espoma1st
  2. Miracle-Gro2nd
  3. Osmocote3rd
  4. Scotts4th
  5. ICL–
  6. Haifa–
  7. Nutrien–
  8. Yara–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Scotts3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Miracle-Gro2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Osmocote2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Espoma2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ICL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Haifa0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nutrien0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Yara0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about fertiliser brands

5 answers

  • Asked ChatGPT

    “Which fertiliser brand should I buy?”

    1. 1Espoma
    2. 2Miracle-Gro
    3. 3Osmocote

  • Asked ChatGPT

    “What are the best fertiliser brands?”

    1. 1Espoma
    2. 2Miracle-Gro
    3. 3Scotts
    4. 4Osmocote

  • Asked ChatGPT

    “What's the best fertiliser brand for a healthy lawn?”

    1. 1Scotts

  • Searched Google, AI Overview

    “lawn fertiliser”

    1. 1Scotts

  • Searched Google, AI Overview

    “garden fertiliser”

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

    Which fertiliser brands compete with Osmocote?

    Osmocote against fertiliser brands worldwide, by month

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

    View monthly share of searches table
    MonthICLHaifaNutrienMiracle-GroOsmocoteEspomaScottsYara
    Oct 202560.6%22.2%8.2%4.5%3.7%0.59%0.21%0.01%
    Nov 202559.7%21.8%9.8%4.4%3.6%0.48%0.17%0.01%
    Dec 202566.4%19.9%7.3%3.3%2.7%0.34%0.13%0.02%
    Jan 202663.9%19.1%8.6%3.9%3.9%0.5%0.15%0.02%
    Feb 202652.8%28.9%8.7%4.8%3.9%0.63%0.28%0.02%
    Mar 202637.5%45.9%6.2%5%4.1%0.83%0.37%0.01%
    Apr 202648.8%26.7%6.6%9.8%6.6%1.1%0.48%0.01%
    May 202659.9%14.6%5.4%12%6.6%1.1%0.32%<0.01%
    Jun 202653.2%19.4%7.2%13.1%5.8%0.95%0.34%0.02%
    Jul 202658.5%21.4%5.3%9.6%4.3%0.7%0.21%0.01%
    Aug 202657.4%21%7.7%7.7%5.2%0.69%0.31%<0.01%
    Sep 202664.7%19.4%7.1%4.8%3.2%0.52%0.23%0.01%

    1. 1.ICL

      64.7%

      Held 1st. 450K estimated branded searches, +49.5% vs prior month. Share +7.3 points.

    2. 2.Haifa

      19.4%

      Held 2nd. 135K estimated branded searches, +22.7% vs prior month. Share -1.6 points.

    3. 3.Nutrien

      7.1%

      Moved from 4th to 3rd. 49.5K estimated branded searches, +22.2% vs prior month. Share -0.6 points.

    4. 4.Miracle-Gro

      4.8%

      Moved from 3rd to 4th. 33.1K estimated branded searches, -18.3% vs prior month. Share -3 points.

    5. 5.Osmocote

      3.2%

      Held 5th. 22.2K estimated branded searches, -18.1% vs prior month. Share -2 points.

    6. 6.Espoma

      0.52%

      Held 6th. 3.6K estimated branded searches, 0% vs prior month. Share -0.2 points.

    7. 7.Scotts

      0.23%

      Held 7th. 1.6K estimated branded searches, 0% vs prior month. Share -0.1 points.

    8. 8.Yara

      0.01%

      Held 8th. 90 estimated branded searches, +80% vs prior month. Share 0 points.

    Compare popularity between Osmocote and its closest rivals

    Every comparison with Osmocote

    9 comparisons

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

    2 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Osmocote worldwide held steady at 22.2K.
    • Across the 12 months ending September 2026, Osmocote’s share of searches among fertiliser brands worldwide peaked at 6.6% in May 2026 and was lowest at 2.7% in December 2025.

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

    6 changes

    1. In September 2026, ICL gained share of searches among fertiliser brands worldwide, from 57.4% to 64.7%.

    2. In September 2026, Miracle-Gro lost share of searches among fertiliser brands worldwide, from 7.7% to 4.8%.

    3. In September 2026, Osmocote lost share of searches among fertiliser brands worldwide, from 5.2% to 3.2%.

    4. In September 2026, Haifa lost share of searches among fertiliser brands worldwide, from 21% to 19.4%.

    5. In September 2026, Nutrien lost share of searches among fertiliser brands worldwide, from 7.7% to 7.1%.

    6. Estimated monthly branded searches for Scotts worldwide rose 23.1% over 12 measured months, from 1.3K to 1.6K in September 2026.

    How are Osmocote’s branded searches counted?

    1 search term

    Brandwave collects information about searches that people make online using Osmocote’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.

    • osmocote

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    How the Brand Demand Index is measured

    Where does Osmocote compete?

    Osmocote is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    Fertiliser brands5th of 83.2%Shown above
    Plant food brands3rd of 522.3%Show ranking
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