How popular isBernina in search?
In September 2026, there were an estimated 91.6K branded searches for Bernina worldwide which is down 9.8% over the last 12 months. Bernina holds 34.8% estimated Share of Search among bobbin case brands worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which bobbin case brands compete with Bernina?
Share of Search by month for Janome, Bernina, Pfaff, Singer. The figures are in the table below the chart.
View monthly share of search table
| Month | Janome | Bernina | Pfaff | Singer | Brother |
|---|---|---|---|---|---|
| Oct 2025 | 40.4% | 38.4% | 15.3% | 5.6% | 0.27% |
| Nov 2025 | 45.4% | 35.8% | 14.3% | 4.3% | 0.25% |
| Dec 2025 | 46.1% | 35.3% | 14.2% | 4.2% | 0.25% |
| Jan 2026 | 43.7% | 35.6% | 16.4% | 4% | 0.29% |
| Feb 2026 | 46.7% | 36.9% | 11.8% | 4.3% | 0.26% |
| Mar 2026 | 47.4% | 33.4% | 14.6% | 4.4% | 0.26% |
| Apr 2026 | 47.1% | 34.4% | 13.3% | 4.9% | 0.29% |
| May 2026 | 48.6% | 31.5% | 15.1% | 4.5% | 0.33% |
| Jun 2026 | 43.4% | 29.3% | 22.5% | 4.5% | 0.33% |
| Jul 2026 | 40.2% | 34.9% | 18.9% | 5.6% | 0.38% |
| Aug 2026 | 42.9% | 33.3% | 18% | 5.4% | 0.36% |
| Sep 2026 | 40.4% | 34.8% | 18.8% | 5.6% | 0.33% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.4% | 106K | -9.9% | -2.5 points | |
| 2, held 2nd | 34.8% | 91.6K | 0% | +1.5 points | |
| 3, held 3rd | 18.8% | 49.5K | 0% | +0.8 points | |
| 4, held 4th | 5.6% | 14.8K | 0% | +0.2 points | |
| 5, held 5th | 0.33% | 880 | -12% | 0 points |
1.
Janome40.4%
Held 1st. 106K estimated branded searches, -9.9% vs prior month. Share -2.5 points.
2.
Bernina
34.8%
Held 2nd. 91.6K estimated branded searches, 0% vs prior month. Share +1.5 points.
3.
Pfaff18.8%
Held 3rd. 49.5K estimated branded searches, 0% vs prior month. Share +0.8 points.
4.
Singer5.6%
Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share +0.2 points.
5.
Brother0.33%
Held 5th. 880 estimated branded searches, -12% vs prior month. Share 0 points.
Compare search popularity between Bernina and its closest rivals
Every comparison with Bernina
7 comparisons
How has branded search demand for Bernina changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Bernina worldwide fell from 102K to 91.6K.
- Across the 12 months ending September 2026, Bernina’s estimated Share of Search among bobbin case brands worldwide decreased from 38.4% to 34.8%.
- Across the 12 months ending September 2026, Bernina’s estimated Share of Search among bobbin case brands worldwide peaked at 38.4% in October 2025 and was lowest at 29.3% in June 2026.
How did search popularity change for bobbin case brands worldwide in September 2026?
4 changes
In September 2026, Bernina gained estimated Share of Search among bobbin case brands worldwide, from 33.3% to 34.8%.
In September 2026, Pfaff gained estimated Share of Search among bobbin case brands worldwide, from 18% to 18.8%.
In September 2026, Janome lost estimated Share of Search among bobbin case brands worldwide, from 42.9% to 40.4%.
Estimated monthly branded searches for Brother worldwide rose 22.2% over 12 measured months, from 720 to 880 in September 2026.
Where does Bernina compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Embroidery machine brands | 3rd of 5 | 7.3% | Show ranking |
| Sewing machine brands | 3rd of 5 | 24.6% | Show ranking |
| Sowing machine brands | 3rd of 4 | 27.7% | Show ranking |
| Bobbin case brands | 2nd of 5 | 34.8% | Shown above |
| Overlocker brands | 2nd of 5 | 37.7% | Show ranking |
| Needle threader brands | 2nd of 3 | 43.1% | Show ranking |
How is Bernina measured?
Brandwave collects information about searches that people make online using Bernina’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.
4 branded search terms
- bernina
- bernina 1008
- bernina serger
- bernina sewing machine
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Is Bernina your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.