Brandwave

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 13% estimated Share of Search among sowing machine brands worldwide and is ranked 3rd of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Brother68.8%
  2. Janome15.1%
  3. Bernina13%
  4. Elna3.1%
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Which sowing machine brands compete with Bernina?

Bernina against sowing machine brands worldwide, by month

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

View monthly share of search table
MonthBrotherJanomeBerninaElna
Oct 202568.9%14.1%13.4%3.6%
Nov 202566.4%16.8%13.2%3.5%
Dec 202571.6%14.4%11%3%
Jan 202669.4%15.4%12.6%2.6%
Feb 202665.3%17.7%14%3%
Mar 202667.3%17.1%12.1%3.5%
Apr 202667.2%17.1%12.5%3.2%
May 202666.6%18%11.7%3.7%
Jun 202667.1%17.6%11.9%3.4%
Jul 202669.7%14.6%12.6%3.1%
Aug 202668.1%15.9%12.3%3.7%
Sep 202668.8%15.1%13%3.1%

  1. 1.Brother

    68.8%

    Held 1st. 485K estimated branded searches, -4% vs prior month. Share +0.7 points.

  2. 2.Janome

    15.1%

    Held 2nd. 106K estimated branded searches, -9.9% vs prior month. Share -0.8 points.

  3. 3.Bernina

    13%

    Held 3rd. 91.6K estimated branded searches, 0% vs prior month. Share +0.6 points.

  4. 4.Elna

    3.1%

    Held 4th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.5 points.

Compare search popularity between Bernina and its closest rivals

Every comparison with Bernina

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

  • 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 sowing machine brands worldwide peaked at 14% in February 2026 and was lowest at 11% in December 2025.

How did search popularity change for sowing machine brands worldwide in September 2026?

  1. In September 2026, Brother gained estimated Share of Search among sowing machine brands worldwide, from 68.1% to 68.8%.

  2. In September 2026, Bernina gained estimated Share of Search among sowing machine brands worldwide, from 12.3% to 13%.

  3. In September 2026, Janome lost estimated Share of Search among sowing machine brands worldwide, from 15.9% to 15.1%.

  4. In September 2026, Elna lost estimated Share of Search among sowing machine brands worldwide, from 3.7% to 3.1%.

Where does Bernina compete?

Bernina is ranked in six 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 55.1%Show ranking
Bobbin case brands3rd of 512.3%Show ranking
Sewing machine brands3rd of 512.3%Show ranking
Overlocker brands3rd of 512.7%Show ranking
Sowing machine brands3rd of 413%Shown above
Needle threader brands2nd of 343.1%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

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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