ICL vs Osmocote:Which is searched more?
In September 2026, ICL had more branded searches than Osmocote among fertiliser brands worldwide. ICL had about 450,000 branded searches, while Osmocote had 22,200. ICL made up 64.7% of all fertiliser brand searches we track, and Osmocote accounted for 3.2%. These are worldwide searches for English-language branded terms.
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Is ICL or Osmocote more popular in search?
Compare the fertiliser brands people search for. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of searches by month for ICL, Osmocote. The figures are in the table below the chart.
View monthly share of searches table
| Month | ICL | Haifa | Nutrien | Miracle-Gro | Osmocote | Espoma | Scotts | Yara |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 60.6% | 22.2% | 8.2% | 4.5% | 3.7% | 0.59% | 0.21% | 0.01% |
| Nov 2025 | 59.7% | 21.8% | 9.8% | 4.4% | 3.6% | 0.48% | 0.17% | 0.01% |
| Dec 2025 | 66.4% | 19.9% | 7.3% | 3.3% | 2.7% | 0.34% | 0.13% | 0.02% |
| Jan 2026 | 63.9% | 19.1% | 8.6% | 3.9% | 3.9% | 0.5% | 0.15% | 0.02% |
| Feb 2026 | 52.8% | 28.9% | 8.7% | 4.8% | 3.9% | 0.63% | 0.28% | 0.02% |
| Mar 2026 | 37.5% | 45.9% | 6.2% | 5% | 4.1% | 0.83% | 0.37% | 0.01% |
| Apr 2026 | 48.8% | 26.7% | 6.6% | 9.8% | 6.6% | 1.1% | 0.48% | 0.01% |
| May 2026 | 59.9% | 14.6% | 5.4% | 12% | 6.6% | 1.1% | 0.32% | <0.01% |
| Jun 2026 | 53.2% | 19.4% | 7.2% | 13.1% | 5.8% | 0.95% | 0.34% | 0.02% |
| Jul 2026 | 58.5% | 21.4% | 5.3% | 9.6% | 4.3% | 0.7% | 0.21% | 0.01% |
| Aug 2026 | 57.4% | 21% | 7.7% | 7.7% | 5.2% | 0.69% | 0.31% | <0.01% |
| Sep 2026 | 64.7% | 19.4% | 7.1% | 4.8% | 3.2% | 0.52% | 0.23% | 0.01% |
How has the ICL and Osmocote comparison changed over the last 12 months?
3 findings
- ICL was ahead of Osmocote in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ICL’s share of searches among fertiliser brands worldwide moved from 60.6% to 64.7%, and its estimated monthly branded searches moved from 368K to 450K.
- Across the 12 months ending September 2026, Osmocote’s share of searches among fertiliser brands worldwide moved from 3.7% to 3.2%, and its estimated monthly branded searches held steady at 22.2K.
How did search popularity change for fertiliser brands worldwide in September 2026?
2 changes
In September 2026, ICL gained share of searches among fertiliser brands worldwide, from 57.4% to 64.7%.
In September 2026, Osmocote lost share of searches among fertiliser brands worldwide, from 5.2% to 3.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using ICL’s and Osmocote’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among fertiliser brands
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