Brandwave

How popular isCoats?

In October 2026, people searched for Coats by name about 2,070 times worldwide, a 5% decrease from the previous year. These searches made up 7.3% of all global sewing thread brand searches, placing Coats fifth out of seven brands. When we asked both ChatGPT and Google AI Overviews about sewing thread brands, Coats appeared in all answers and was the second most recommended of the seven.

Search and AI answers in October 2026

Coats is the fifth most searched of 7 competitors and the second most recommended in the AI answers we collected.

  1. GutermannShare of searches 35%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. MadeiraShare of searches 28.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Superior ThreadsShare of searches 10.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. MettlerShare of searches 8.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. CoatsShare of searches 7.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

+2 more

Coats website (opens in a new tab)

Follow Coats and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top sewing thread brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Coats appeared in all five answers. Coats is the second most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Gutermann1st
  2. Coats2nd
  3. Mettler3rd
  4. Aurifil4th
  5. Superior Threads5th
  6. Madeira–
  7. WonderFil–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Gutermann5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Coats5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mettler3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aurifil2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Superior Threads1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Madeira0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WonderFil0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sewing thread brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

How often do people search for Coats compared with other sewing thread brands worldwide?

Coats against sewing thread brands worldwide, by month

Share of searches by month for Gutermann, Madeira, Superior Threads, Mettler, Coats, Aurifil, WonderFil. The figures are in the table below the chart.

View monthly share of searches table
MonthGutermannMadeiraSuperior ThreadsMettlerCoatsAurifilWonderFil
Nov 202533.4%27.3%14.8%6.4%7.3%6.4%4.4%
Dec 202534.4%28.1%12.5%6.6%7.4%6.6%4.5%
Jan 202633.4%27.3%12.2%8.1%8.2%6.4%4.4%
Feb 202634.8%28.5%12.6%6.7%7.3%5.6%4.6%
Mar 202634.6%28.3%12.6%6.6%6.8%5.6%5.6%
Apr 202634.6%28.3%12.6%6.6%6.8%5.6%5.6%
May 202637.3%24.8%13.5%6%7.4%6%4.9%
Jun 202630.9%30.9%13.7%6.1%7.3%6.1%5%
Jul 202631.7%31.7%11.3%7.4%7.7%6.3%3.9%
Aug 202631.3%31.3%13.9%7.3%6.3%5%5%
Sep 202630.8%30.8%13.7%6.1%7.5%6.1%4.9%
Oct 202635%28.7%10.3%8.5%7.3%5.7%4.6%

  1. 1.Gutermann

    35%

    Held 1st. 9.9K estimated branded searches, +22.2% vs prior month. Share +4.2 points.

  2. 2.Madeira

    28.7%

    Held 2nd. 8.1K estimated branded searches, 0% vs prior month. Share -2.2 points.

  3. 3.Superior Threads

    10.3%

    Held 3rd. 2.9K estimated branded searches, -19.4% vs prior month. Share -3.4 points.

  4. 4.Mettler

    8.5%

    Moved from 6th to 4th. 2.4K estimated branded searches, +50% vs prior month. Share +2.4 points.

  5. 5.Coats

    7.3%

    Moved from 4th to 5th. 2.1K estimated branded searches, +4.5% vs prior month. Share -0.2 points.

  6. 6.Aurifil

    5.7%

    Moved from 5th to 6th. 1.6K estimated branded searches, 0% vs prior month. Share -0.4 points.

  7. 7.WonderFil

    4.6%

    Held 7th. 1.3K estimated branded searches, 0% vs prior month. Share -0.3 points.

Compare popularity between Coats and its closest rivals

Every comparison with Coats

6 comparisons

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

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Coats worldwide fell from 2.2K to 2.1K.
  • Across the 12 months ending October 2026, Coats’ share of searches among sewing thread brands worldwide peaked at 8.2% in January 2026 and was lowest at 6.3% in August 2026.
  • Across the 12 months ending October 2026, Coats fell from 4th to 5th among sewing thread brands worldwide.

How did search popularity change for sewing thread brands worldwide in October 2026?

5 changes

  1. In October 2026, Mettler overtook Coats and Aurifil to rank 4th among sewing thread brands worldwide, with 8.5% of the searches.

  2. In October 2026, Gutermann gained share of searches among sewing thread brands worldwide, from 30.8% to 35%.

  3. In October 2026, Superior Threads lost share of searches among sewing thread brands worldwide, from 13.7% to 10.3%.

  4. In October 2026, Madeira lost share of searches among sewing thread brands worldwide, from 30.8% to 28.7%.

  5. Estimated monthly branded searches for Aurifil worldwide fell 15.8% over 12 measured months, from 1.9K to 1.6K in October 2026.

How are Coats’ branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Coats’ 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.

  • coats sewing
  • coats sewing thread
  • coats thread

Do you work for Coats? 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

Creator with pink hair and a pink jacket

Is Coats 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.

Start free