Brandwave

How popular isUPL?

In September 2026, people searched for UPL by name about 230 times in New Zealand, a 28.1% decrease from the previous year. These searches made up 20% of all New Zealand crop protection brand searches, placing UPL third out of nine brands. When we asked both ChatGPT and Google AI Overviews about crop protection brands, UPL appeared in one of the five answers and was the eighth most recommended of the nine.

Search and AI answers in September 2026

UPL is the third most searched of 9 competitors and the eighth most recommended in AI answers.

  1. Key IndustriesShare of searches 41.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. SyngentaShare of searches 21.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. UPLShare of searches 20%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
  4. NufarmShare of searches 7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. Corteva AgriscienceShare of searches 4.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

+4 more

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Top crop protection brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, UPL was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. UPL is the eighth most recommended of the nine.

Most recommended by AI

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

  1. Bayer Crop Science1st
  2. Syngenta2nd
  3. BASF Agricultural Solutions2nd
  4. Nufarm4th
  5. Adama5th
  6. Corteva Agriscience6th
  7. FMC7th
  8. UPL8th
  9. Key Industries–

Mentioned by AI

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

  • Syngenta4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Adama4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nufarm3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bayer Crop Science3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • BASF Agricultural Solutions3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Corteva Agriscience2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • UPL1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • FMC1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Key Industries0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about crop protection brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which crop protection brands compete with UPL?

UPL against crop protection brands in New Zealand, by month

Share of searches by month for Key Industries, Syngenta, UPL, Nufarm, Corteva Agriscience, Adama. The figures are in the table below the chart.

View monthly share of searches table
MonthKey IndustriesSyngentaUPLNufarmCorteva AgriscienceAdamaBayer Crop ScienceFMCBASF Agricultural Solutions
Oct 202539.7%18.2%26.4%7.4%4.1%1.7%1.7%0%0.83%
Nov 202543.7%19.3%20.7%9.6%1.5%2.2%1.5%0.74%0.74%
Dec 202544.9%20.6%17.8%7.5%2.8%2.8%1.9%0.93%0.93%
Jan 202638.2%16.7%28.4%9.8%3.9%2%0.98%0%0%
Feb 202643.6%20%20.9%6.4%2.7%3.6%1.8%0%0.91%
Mar 202646.1%19.5%20.3%7%2.3%2.3%1.6%0%0.78%
Apr 202640.7%18.6%27.1%5.9%4.2%1.7%0.85%0%0.85%
May 202637.8%21.3%28.3%5.5%3.1%0.79%1.6%0.79%0.79%
Jun 202646.2%21.2%19.2%4.8%4.8%1.9%0.96%0%0.96%
Jul 202637.1%23.8%26.7%6.7%2.9%0.95%0.95%0.95%0%
Aug 202636.8%24.5%23.6%8.5%1.9%3.8%0.94%0%0%
Sep 202641.7%21.7%20%7%4.3%2.6%1.7%0.87%0%

  1. 1.Key Industries

    41.7%

    Held 1st. 480 estimated branded searches, +23.1% vs prior month. Share +4.9 points.

  2. 2.Syngenta

    21.7%

    Held 2nd. 250 estimated branded searches, -3.8% vs prior month. Share -2.8 points.

  3. 3.UPL

    20%

    Held 3rd. 230 estimated branded searches, -8% vs prior month. Share -3.6 points.

  4. 4.Nufarm

    7%

    Held 4th. 80 estimated branded searches, -11.1% vs prior month. Share -1.5 points.

  5. 5.Corteva Agriscience

    4.3%

    Moved from 6th to 5th. 50 estimated branded searches, +150% vs prior month. Share +2.5 points.

  6. 6.Adama

    2.6%

    Moved from 5th to 6th. 30 estimated branded searches, -25% vs prior month. Share -1.2 points.

  7. 7.Bayer Crop Science

    1.7%

    Held 7th. 20 estimated branded searches, +100% vs prior month. Share +0.8 points.

  8. 8.FMC

    0.87%

    Moved from 9th to 8th. 10 estimated branded searches, — vs prior month. Share +0.9 points.

  9. 9.BASF Agricultural Solutions

    0%

    Moved from 8th to 9th. 0 estimated branded searches, — vs prior month. Share 0 points.

Compare popularity between UPL and its closest rivals

Every comparison with UPL

3 comparisons

How has branded search demand for UPL changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for UPL in New Zealand fell from 320 to 230.
  • Across the 12 months ending September 2026, UPL’s share of searches among crop protection brands in New Zealand decreased from 26.4% to 20%.
  • Across the 12 months ending September 2026, UPL’s share of searches among crop protection brands in New Zealand peaked at 28.4% in January 2026 and was lowest at 17.8% in December 2025.
  • Across the 12 months ending September 2026, UPL fell from 2nd to 3rd among crop protection brands in New Zealand.

How did search popularity change for New Zealand crop protection brands in September 2026?

6 changes

  1. In September 2026, Corteva Agriscience overtook Adama to rank 5th among crop protection brands in New Zealand, with 4.3% of the searches.

  2. In September 2026, FMC overtook BASF Agricultural Solutions to rank 8th among crop protection brands in New Zealand, with 0.87% of the searches.

  3. In September 2026, Key Industries gained share of searches among crop protection brands in New Zealand, from 36.8% to 41.7%.

  4. In September 2026, Bayer Crop Science gained share of searches among crop protection brands in New Zealand, from 0.94% to 1.7%.

  5. In September 2026, UPL lost share of searches among crop protection brands in New Zealand, from 23.6% to 20%.

  6. In September 2026, Syngenta lost share of searches among crop protection brands in New Zealand, from 24.5% to 21.7%.

How are UPL’s branded searches counted?

3 search terms

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

  • upl
  • upl crop protection
  • upl nz

Do you work for UPL? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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