ICL vs Scotts:Which is more popular by branded search?
In August 2026, ICL had more branded searches than Scotts among fertiliser brands worldwide. ICL was estimated to have 301K branded searches compared to Scotts’ 1.6K, and held a 61% Share of Search versus Scotts’ 0.32%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, ICL or Scotts?
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 Search by month for ICL, Scotts. The figures are in the table below the chart.
View monthly share of search table
| Month | ICL | Haifa | Miracle-Gro | Nutrien | Scotts | Yara |
|---|---|---|---|---|---|---|
| Oct 2025 | 63.3% | 23.2% | 4.7% | 8.5% | 0.22% | 0.02% |
| Nov 2025 | 62.2% | 22.7% | 4.6% | 10.2% | 0.18% | 0.01% |
| Dec 2025 | 68.5% | 20.5% | 3.4% | 7.5% | 0.13% | 0.02% |
| Jan 2026 | 66.8% | 20% | 4% | 9% | 0.16% | 0.02% |
| Feb 2026 | 56.2% | 30.8% | 5.1% | 7.6% | 0.3% | 0.02% |
| Mar 2026 | 39.5% | 48.3% | 5.3% | 6.5% | 0.39% | 0.01% |
| Apr 2026 | 52.9% | 28.9% | 10.6% | 7.1% | 0.52% | 0.01% |
| May 2026 | 64.9% | 15.9% | 13.1% | 5.8% | 0.35% | <0.01% |
| Jun 2026 | 57.1% | 20.9% | 14% | 7.7% | 0.36% | 0.02% |
| Jul 2026 | 61.5% | 22.6% | 10.1% | 5.5% | 0.22% | 0.02% |
| Aug 2026 | 61% | 22.3% | 8.2% | 8.2% | 0.32% | 0.01% |
| Sep 2026 | — | — | — | — | — | — |
How has the ICL and Scotts comparison changed over the last 12 months?
3 findings
- ICL was ahead of Scotts in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, ICL’s estimated Share of Search among fertiliser brands worldwide moved from 63.3% to 61%, and its estimated monthly branded searches moved from 368K to 301K.
- Across the 11 months ending August 2026, Scotts’ estimated Share of Search among fertiliser brands worldwide moved from 0.22% to 0.32%, and its estimated monthly branded searches moved from 1.3K to 1.6K.
How did search popularity change for fertiliser brands worldwide in August 2026?
2 changes
In August 2026, ICL lost estimated Share of Search among fertiliser brands worldwide, from 61.5% to 61%.
Estimated monthly branded searches for Scotts worldwide rose 23.1% over 11 measured months, from 1.3K to 1.6K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using ICL’s and Scotts’ 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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.