Brandwave

How popular isBernina in search?

In August 2026, there were an estimated 49.5K branded searches for Bernina worldwide which is down 18.2% over the last 11 months. Bernina holds 12.9% estimated Share of Search among overlocker brands worldwide and is ranked 3rd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Brother57.1%
  2. Janome19.2%
  3. Bernina12.9%
  4. Elna7%
  5. Singer3.8%
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Which overlocker brands compete with Bernina?

Bernina against overlocker brands worldwide, by month

Share of Search by month for Brother, Janome, Bernina, Elna, Singer. The figures are in the table below the chart.

View monthly share of search table
MonthBrotherJanomeBerninaElnaSinger
Oct 202551.8%20.2%16.5%7.4%4%
Nov 202551.8%20.5%16.8%7.5%3.4%
Dec 202551.8%20.5%16.8%7.5%3.4%
Jan 202657.4%18.7%15.3%5.6%3.1%
Feb 202652.1%21%17.2%6.3%3.4%
Mar 202652.7%21.5%14.4%7.9%3.5%
Apr 202653.8%21.7%14.5%6.5%3.5%
May 202653%21.4%14.3%7.8%3.5%
Jun 202655.2%22.3%12.2%6.7%3.6%
Jul 202657.8%19.5%13%5.8%3.9%
Aug 202657.1%19.2%12.9%7%3.8%
Sep 2026—————

  1. 1.Brother

    57.1%

    Held 1st. 220K estimated branded searches, 0% vs prior month. Share -0.7 points.

  2. 2.Janome

    19.2%

    Held 2nd. 74K estimated branded searches, 0% vs prior month. Share -0.2 points.

  3. 3.Bernina

    12.9%

    Held 3rd. 49.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Elna

    7%

    Held 4th. 27.1K estimated branded searches, +22.1% vs prior month. Share +1.2 points.

  5. 5.Singer

    3.8%

    Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Bernina and its closest rivals

How has branded search demand for Bernina changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Bernina worldwide fell from 60.5K to 49.5K.
  • Across the 11 months ending August 2026, Bernina’s estimated Share of Search among overlocker brands worldwide decreased from 16.5% to 12.9%.
  • Across the 11 months ending August 2026, Bernina’s estimated Share of Search among overlocker brands worldwide peaked at 17.2% in February 2026 and was lowest at 12.2% in June 2026.

How did search popularity change for overlocker brands worldwide in August 2026?

  1. In August 2026, Elna gained estimated Share of Search among overlocker brands worldwide, from 5.8% to 7%.

  2. In August 2026, Brother lost estimated Share of Search among overlocker brands worldwide, from 57.8% to 57.1%.

  3. Estimated monthly branded searches for Bernina worldwide fell 18.2% over 11 measured months, from 60.5K to 49.5K in August 2026.

Where does Bernina compete?

Bernina is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Embroidery machine brands4th of 53.3%Show ranking
Sewing machine brands3rd of 512.1%Show ranking
Overlocker brands3rd of 512.9%Shown above

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 this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • bernina

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How the Brand Demand Index is measured

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