---
title: "Sewing machine brands: Which brands are most popular in search?"
description: "Compare the sewing machine brands people buy. Share of Search among Brother, Janome, Bernina, Pfaff and Singer, the sewing machine brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/sewing-machine-brands"
publisher: "Brandwave"
---

# Sewing machine brands: Which brands are most popular in search?

Compare the sewing machine brands people buy. Share of Search among Brother, Janome, Bernina, Pfaff and Singer, the sewing machine brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Sewing machine brands
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Brother, 53.9%

## Which brand is most popular in search among sewing machine brands worldwide?

- In August 2026, Brother was the most searched among sewing machine brands worldwide, with an estimated 220K branded searches and 53.9% estimated Share of Search within this set.
- Janome is in 2nd place, 35.8 percentage points behind at 18.2% Share of Search.
- Across the 11 months ending August 2026, Brother’s estimated Share of Search among sewing machine brands worldwide increased from 50% to 53.9%.
- Across the 11 months ending August 2026, Janome’s estimated Share of Search among sewing machine brands worldwide decreased from 19.5% to 18.2%.
- 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, Pfaff’s estimated Share of Search among sewing machine brands worldwide increased from 10.7% to 12.1%.
- Across the 11 months ending August 2026, Brother’s estimated Share of Search among sewing machine brands worldwide peaked at 53.9% in July 2026 and was lowest at 49.5% in June 2026.
- Across the 11 months ending August 2026, Janome’s estimated Share of Search among sewing machine brands worldwide peaked at 21% in April 2026 and was lowest at 17.5% in January 2026.
- 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.
- Across the 11 months ending August 2026, Pfaff’s estimated Share of Search among sewing machine brands worldwide peaked at 16.3% in June 2026 and was lowest at 9.1% in February 2026.
- Across the 11 months ending August 2026, Singer’s estimated Share of Search among sewing machine brands worldwide peaked at 3.9% in October 2025 and was lowest at 2.9% in January 2026.
- Across the 11 months ending August 2026, Singer held steady: its estimated Share of Search among sewing machine brands worldwide moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Brother vs Janome: compare search popularity](/demand/global-en/compare/brother-vs-janome): 53.9% against 18.2% Share of Search.
- [Brother vs Bernina: compare search popularity](/demand/global-en/compare/bernina-vs-brother): 53.9% against 12.1% Share of Search.
- [Brother vs Pfaff: compare search popularity](/demand/global-en/compare/brother-vs-pfaff): 53.9% against 12.1% Share of Search.
- [Brother vs Singer: compare search popularity](/demand/global-en/compare/brother-vs-singer): 53.9% against 3.6% Share of Search.
- [Janome vs Bernina: compare search popularity](/demand/global-en/compare/bernina-vs-janome): 18.2% against 12.1% Share of Search.
- [Janome vs Pfaff: compare search popularity](/demand/global-en/compare/janome-vs-pfaff): 18.2% against 12.1% Share of Search.
- [Janome vs Singer: compare search popularity](/demand/global-en/compare/janome-vs-singer): 18.2% against 3.6% Share of Search.
- [Bernina vs Pfaff: compare search popularity](/demand/global-en/compare/bernina-vs-pfaff): 12.1% Share of Search each.
- [Bernina vs Singer: compare search popularity](/demand/global-en/compare/bernina-vs-singer): 12.1% against 3.6% Share of Search.
- [Pfaff vs Singer: compare search popularity](/demand/global-en/compare/pfaff-vs-singer): 12.1% against 3.6% Share of Search.

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

- Estimated monthly branded searches for Pfaff worldwide rose 22.2% over 11 measured months, from 40.5K to 49.5K in August 2026.
- Estimated monthly branded searches for Brother worldwide rose 15.8% over 11 measured months, from 190K to 220K in August 2026.
- Estimated monthly branded searches for Bernina worldwide fell 18.2% over 11 measured months, from 60.5K to 49.5K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Brother | 53.9% | 220K | 0.0% | Brother |
| 2 | Janome | 18.2% | 74K | 0.0% | Janome |
| 3 | Bernina | 12.1% | 49.5K | 0.0% | Bernina |
| 4 | Pfaff | 12.1% | 49.5K | 0.0% | Pfaff |
| 5 | Singer | 3.6% | 14.8K | 0.0% | Singer |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Brother | 190K | 50% | 1 |
| Oct 2025 | Janome | 74K | 19.5% | 2 |
| Oct 2025 | Bernina | 60.5K | 15.9% | 3 |
| Oct 2025 | Pfaff | 40.5K | 10.7% | 4 |
| Oct 2025 | Singer | 14.8K | 3.9% | 5 |
| Nov 2025 | Brother | 187K | 50% | 1 |
| Nov 2025 | Janome | 74K | 19.8% | 2 |
| Nov 2025 | Bernina | 60.5K | 16.2% | 3 |
| Nov 2025 | Pfaff | 40.5K | 10.8% | 4 |
| Nov 2025 | Singer | 12.1K | 3.2% | 5 |
| Dec 2025 | Brother | 187K | 50% | 1 |
| Dec 2025 | Janome | 74K | 19.8% | 2 |
| Dec 2025 | Bernina | 60.5K | 16.2% | 3 |
| Dec 2025 | Pfaff | 40.5K | 10.8% | 4 |
| Dec 2025 | Singer | 12.1K | 3.2% | 5 |
| Jan 2026 | Brother | 228K | 53.8% | 1 |
| Jan 2026 | Janome | 74K | 17.5% | 2 |
| Jan 2026 | Bernina | 60.5K | 14.3% | 3 |
| Jan 2026 | Pfaff | 49.5K | 11.7% | 4 |
| Jan 2026 | Singer | 12.1K | 2.9% | 5 |
| Feb 2026 | Brother | 184K | 50.6% | 1 |
| Feb 2026 | Janome | 74K | 20.4% | 2 |
| Feb 2026 | Bernina | 60.5K | 16.6% | 3 |
| Feb 2026 | Pfaff | 33.1K | 9.1% | 4 |
| Feb 2026 | Singer | 12.1K | 3.3% | 5 |
| Mar 2026 | Brother | 182K | 50.8% | 1 |
| Mar 2026 | Janome | 74K | 20.7% | 2 |
| Mar 2026 | Bernina | 49.5K | 13.8% | 3 |
| Mar 2026 | Pfaff | 40.5K | 11.3% | 4 |
| Mar 2026 | Singer | 12.1K | 3.4% | 5 |
| Apr 2026 | Brother | 184K | 52.1% | 1 |
| Apr 2026 | Janome | 74K | 21% | 2 |
| Apr 2026 | Bernina | 49.5K | 14% | 3 |
| Apr 2026 | Pfaff | 33.1K | 9.4% | 4 |
| Apr 2026 | Singer | 12.1K | 3.4% | 5 |
| May 2026 | Brother | 184K | 51.1% | 1 |
| May 2026 | Janome | 74K | 20.6% | 2 |
| May 2026 | Bernina | 49.5K | 13.8% | 3 |
| May 2026 | Pfaff | 40.5K | 11.3% | 4 |
| May 2026 | Singer | 12.1K | 3.4% | 5 |
| Jun 2026 | Brother | 184K | 49.5% | 1 |
| Jun 2026 | Janome | 74K | 20% | 2 |
| Jun 2026 | Pfaff | 60.5K | 16.3% | 3 |
| Jun 2026 | Bernina | 40.5K | 10.9% | 4 |
| Jun 2026 | Singer | 12.1K | 3.3% | 5 |
| Jul 2026 | Brother | 220K | 53.9% | 1 |
| Jul 2026 | Janome | 74K | 18.2% | 2 |
| Jul 2026 | Bernina | 49.5K | 12.1% | 3 |
| Jul 2026 | Pfaff | 49.5K | 12.1% | 4 |
| Jul 2026 | Singer | 14.8K | 3.6% | 5 |
| Aug 2026 | Brother | 220K | 53.9% | 1 |
| Aug 2026 | Janome | 74K | 18.2% | 2 |
| Aug 2026 | Bernina | 49.5K | 12.1% | 3 |
| Aug 2026 | Pfaff | 49.5K | 12.1% | 4 |
| Aug 2026 | Singer | 14.8K | 3.6% | 5 |
| Sep 2026 | Bernina | — | — | — |
| Sep 2026 | Brother | — | — | — |
| Sep 2026 | Janome | — | — | — |
| Sep 2026 | Pfaff | — | — | — |
| Sep 2026 | Singer | — | — | — |

## What is being compared

- **Bernina**: Measured on the search term “bernina”.
- **Brother**: Measured on the search terms “brother com”, “brother printer” and “printer brother”, summed into one figure.
- **Janome**: Measured on the search term “janome”.
- **Pfaff**: Measured on the search term “pfaff”.
- **Singer**: Measured on the search term “singer machine”.

- [Bernina](/demand/global-en/brands/bernina)
- [Brother](/demand/global-en/brands/brother)
- [Janome](/demand/global-en/brands/janome)
- [Pfaff](/demand/global-en/brands/pfaff)
- [Singer](/demand/global-en/brands/singer)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among sewing machine brands worldwide?

In August 2026, Brother was the most searched among sewing machine brands worldwide, with an estimated 220K branded searches and 53.9% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Sewing machine brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/sewing-machine-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/sewing-machine-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.