Key Industries vs UPL:Which is more popular?
In September 2026, Key Industries had more branded searches than UPL among crop protection brands in New Zealand. Key Industries had about 480 branded searches, while UPL had 230. Key Industries made up 41.7% of all crop protection brand searches we track, and UPL accounted for 20%. When we asked ChatGPT and Google AI Overviews about crop protection brands, UPL appeared in one of the five answers and Key Industries in none.
Who do people search for more?
Key Industries, about 2 searches for every 1 for UPL
Who does AI mention more?
UPL, mentioned in 1 of 5 answers, Key Industries in 0
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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. Key Industries 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.
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
Asked ChatGPT
“Which crop protection brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best crop protection brands in New Zealand?”
Asked ChatGPT
“What's the best crop protection brand in New Zealand for a farm?”
Searched Google, AI Overview
“crop protection products”
Searched Google, AI Overview
“crop protection brands nz”
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.
Is Key Industries or UPL more popular in search?
This chart shows how often people search Google for Key Industries and UPL by name. Each line represents a brand's share of searches for all nine crop protection brands we track, month by month, from searches in New Zealand.
Share of searches by month for Key Industries, UPL. The figures are in the table below the chart.
View monthly share of searches table
| Month | Key Industries | Syngenta | UPL | Nufarm | Corteva Agriscience | Adama | Bayer Crop Science | FMC | BASF Agricultural Solutions |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 39.7% | 18.2% | 26.4% | 7.4% | 4.1% | 1.7% | 1.7% | 0% | 0.83% |
| Nov 2025 | 43.7% | 19.3% | 20.7% | 9.6% | 1.5% | 2.2% | 1.5% | 0.74% | 0.74% |
| Dec 2025 | 44.9% | 20.6% | 17.8% | 7.5% | 2.8% | 2.8% | 1.9% | 0.93% | 0.93% |
| Jan 2026 | 38.2% | 16.7% | 28.4% | 9.8% | 3.9% | 2% | 0.98% | 0% | 0% |
| Feb 2026 | 43.6% | 20% | 20.9% | 6.4% | 2.7% | 3.6% | 1.8% | 0% | 0.91% |
| Mar 2026 | 46.1% | 19.5% | 20.3% | 7% | 2.3% | 2.3% | 1.6% | 0% | 0.78% |
| Apr 2026 | 40.7% | 18.6% | 27.1% | 5.9% | 4.2% | 1.7% | 0.85% | 0% | 0.85% |
| May 2026 | 37.8% | 21.3% | 28.3% | 5.5% | 3.1% | 0.79% | 1.6% | 0.79% | 0.79% |
| Jun 2026 | 46.2% | 21.2% | 19.2% | 4.8% | 4.8% | 1.9% | 0.96% | 0% | 0.96% |
| Jul 2026 | 37.1% | 23.8% | 26.7% | 6.7% | 2.9% | 0.95% | 0.95% | 0.95% | 0% |
| Aug 2026 | 36.8% | 24.5% | 23.6% | 8.5% | 1.9% | 3.8% | 0.94% | 0% | 0% |
| Sep 2026 | 41.7% | 21.7% | 20% | 7% | 4.3% | 2.6% | 1.7% | 0.87% | 0% |
How has the Key Industries and UPL comparison changed over the last 12 months?
3 findings
- Key Industries was ahead of UPL in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Key Industries’ share of searches among crop protection brands in New Zealand moved from 39.7% to 41.7%, and its estimated monthly branded searches held steady at 480.
- Across the 12 months ending September 2026, UPL’s share of searches among crop protection brands in New Zealand moved from 26.4% to 20%, and its estimated monthly branded searches moved from 320 to 230.
How did search popularity change for New Zealand crop protection brands in September 2026?
2 changes
In September 2026, Key Industries gained share of searches among crop protection brands in New Zealand, from 36.8% to 41.7%.
In September 2026, UPL lost share of searches among crop protection brands in New Zealand, from 23.6% to 20%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Key Industries’ and UPL’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.
Key Industries
1 branded search term
- key industries
UPL
3 branded search terms
- upl
- upl crop protection
- upl nz
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