Brandwave

How popular isSinger in search?

In September 2026, there were an estimated 14.8K branded searches for Singer worldwide which held steady over the last 12 months. Singer holds 2% estimated Share of Search among bobbin case brands worldwide and is ranked 5th of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Brother64.9%
  2. Janome14.2%
  3. Bernina12.3%
  4. Pfaff6.6%
  5. Singer2%
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Which bobbin case brands compete with Singer?

Singer against bobbin case 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 202566.4%13.6%12.9%5.2%1.9%
Nov 202564.3%16.3%12.8%5.1%1.5%
Dec 202569.7%14%10.7%4.3%1.3%
Jan 202666.3%14.8%12%5.6%1.4%
Feb 202663.4%17.2%13.6%4.3%1.6%
Mar 202665.1%16.6%11.7%5.1%1.5%
Apr 202665%16.6%12.1%4.7%1.7%
May 202664.3%17.4%11.3%5.4%1.6%
Jun 202662.4%16.4%11%8.5%1.7%
Jul 202665.9%13.8%11.9%6.5%1.9%
Aug 202664.9%15.1%11.8%6.4%1.9%
Sep 202664.9%14.2%12.3%6.6%2%

  1. 1.Brother

    64.9%

    Held 1st. 485K estimated branded searches, -4% vs prior month. Share +0.1 points.

  2. 2.Janome

    14.2%

    Held 2nd. 106K estimated branded searches, -9.9% vs prior month. Share -0.9 points.

  3. 3.Bernina

    12.3%

    Held 3rd. 91.6K estimated branded searches, 0% vs prior month. Share +0.5 points.

  4. 4.Pfaff

    6.6%

    Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share +0.3 points.

  5. 5.Singer

    2%

    Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare search popularity between Singer and its closest rivals

Every comparison with Singer

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Singer worldwide held steady at 14.8K.
  • Across the 12 months ending September 2026, Singer’s estimated Share of Search among bobbin case brands worldwide held steady, from 1.9% to 2%.

How did search popularity change for bobbin case brands worldwide in September 2026?

  1. In September 2026, Bernina gained estimated Share of Search among bobbin case brands worldwide, from 11.8% to 12.3%.

  2. In September 2026, Janome lost estimated Share of Search among bobbin case brands worldwide, from 15.1% to 14.2%.

  3. Estimated monthly branded searches for Pfaff worldwide rose 22.2% over 12 measured months, from 40.5K to 49.5K in September 2026.

Where does Singer compete?

Singer 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
Bobbin case brands5th of 52%Shown above
Sewing machine brands5th of 52%Show ranking
Overlocker brands5th of 52.1%Show ranking
Bobbin winder brands4th of 42.3%Show ranking
Overlock machine brands3rd of 32.4%Show ranking
Needle threader brands3rd of 37%Show ranking

How is Singer measured?

Brandwave collects information about searches that people make online using Singer’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

  • singer machine

Do you work for Singer? 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

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