ICL vs Osmocote:Which is more popular?
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%. When we asked ChatGPT and Google AI Overviews about fertiliser brands, Osmocote appeared in two of the five answers and ICL in none.
Who do people search for more?
ICL, about 20 searches for every 1 for Osmocote
Who does AI mention more?
Osmocote, mentioned in 2 of 5 answers, ICL in 0
Who does AI recommend more?
Osmocote, the only one of the two named
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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. ICL did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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?”
Asked ChatGPT
“What are the best fertiliser brands?”
Asked ChatGPT
“What's the best fertiliser brand for a healthy lawn?”
Searched Google, AI Overview
“lawn fertiliser”
Searched Google, AI Overview
“garden fertiliser”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is ICL or Osmocote more popular in search?
This chart shows how often people search Google for ICL and Osmocote by name. Each line represents a brand's share of searches for all eight fertiliser brands we track, month by month, from English-language searches worldwide.
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.
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