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 12.1% estimated Share of Search among sewing machine 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. Brother53.9%
  2. Janome18.2%
  3. Bernina12.1%
  4. Pfaff12.1%
  5. Singer3.6%
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Which sewing machine brands compete with Bernina?

Bernina against sewing machine brands worldwide, by month

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

View monthly share of search table
MonthBrotherJanomeBerninaPfaffSinger
Oct 202550%19.5%15.9%10.7%3.9%
Nov 202550%19.8%16.2%10.8%3.2%
Dec 202550%19.8%16.2%10.8%3.2%
Jan 202653.8%17.5%14.3%11.7%2.9%
Feb 202650.6%20.4%16.6%9.1%3.3%
Mar 202650.8%20.7%13.8%11.3%3.4%
Apr 202652.1%21%14%9.4%3.4%
May 202651.1%20.6%13.8%11.3%3.4%
Jun 202649.5%20%10.9%16.3%3.3%
Jul 202653.9%18.2%12.1%12.1%3.6%
Aug 202653.9%18.2%12.1%12.1%3.6%
Sep 2026—————

  1. 1.Brother

    53.9%

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

  2. 2.Janome

    18.2%

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

  3. 3.Bernina

    12.1%

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

  4. 4.Pfaff

    12.1%

    Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Singer

    3.6%

    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 sewing machine brands worldwide decreased from 15.9% to 12.1%.
  • Across the 11 months ending August 2026, Bernina’s estimated Share of Search among sewing machine brands worldwide peaked at 16.6% in February 2026 and was lowest at 10.9% in June 2026.

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

  1. Estimated monthly branded searches for Pfaff worldwide rose 22.2% over 11 measured months, from 40.5K to 49.5K in August 2026.

  2. Estimated monthly branded searches for Brother worldwide rose 15.8% over 11 measured months, from 190K to 220K in August 2026.

  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%Shown above
Overlocker brands3rd of 512.9%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 this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • bernina

Do you work for Bernina? 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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