Brandwave

Adama vs Nufarm:Which is more popular?

In September 2026, Nufarm had more branded searches than Adama among crop protection brands in New Zealand. Nufarm had about 80 branded searches, while Adama had 30. Nufarm made up 7% of all crop protection brand searches we track, and Adama accounted for 2.6%. When we asked ChatGPT and Google AI Overviews about crop protection brands, Adama appeared in four of the five answers and Nufarm in three. Nufarm was mentioned before Adama in three out of four answers.

Among crop protection brands in New Zealand in September 2026

Who do people search for more?

Nufarm, about 3 searches for every 1 for Adama

Nufarm 80 searchesAdama 30 searches

Who does AI mention more?

Adama, mentioned in 4 of 5 answers, Nufarm in 3

Adama in 4 of 5Nufarm in 3 of 5

Who does AI recommend more?

Nufarm, named ahead of Adama in 3 of 4 answers

Nufarm first in 3Adama first in 1

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Top crop protection brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Adama was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Nufarm was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Nufarm was listed before Adama in three out of four answers.

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.

Is Adama or Nufarm more popular in search?

This chart shows how often people search Google for Adama and Nufarm 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.

Adama and Nufarm among crop protection brands in New Zealand, by month

Share of searches by month for Nufarm, 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%

How has the Adama and Nufarm comparison changed over the last 12 months?

3 findings
  • Nufarm was ahead of Adama in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Adama’s share of searches among crop protection brands in New Zealand moved from 1.7% to 2.6%, and its estimated monthly branded searches moved from 20 to 30.
  • Across the 12 months ending September 2026, Nufarm’s share of searches among crop protection brands in New Zealand moved from 7.4% to 7%, and its estimated monthly branded searches moved from 90 to 80.

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

3 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, Nufarm lost share of searches among crop protection brands in New Zealand, from 8.5% to 7%.

  3. In September 2026, Adama lost share of searches among crop protection brands in New Zealand, from 3.8% to 2.6%.

How are branded searches counted?

19 search terms

Brandwave collects information about searches that people make online using Adama’s and Nufarm’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.

Adama

9 branded search terms

  • adama atrazine
  • adama glyphosate
  • adama herbicide
  • adama herbicide products
  • adama paranex
  • adama paraquat
  • adama pendimethalin
  • atrazine adama
  • galigan adama

Nufarm

10 branded search terms

  • kamba nufarm
  • nufarm associate herbicide
  • nufarm dicamba
  • nufarm glyphosate
  • nufarm glyphosate 450
  • nufarm herbicide
  • nufarm roundup
  • nufarm weed killer
  • nufarm weedmaster
  • nufarm weedmaster duo

How the Brand Demand Index is measured

Other head-to-heads among crop protection brands

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