Sewing thread brands:Which are most popular?

Name: Sewing thread brands: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In October 2026, Gutermann was the most searched sewing thread brand worldwide, accounting for 35% of all searches among the seven brands tracked by the Brandwave Brand Demand Index. When we checked with ChatGPT and Google AI Overviews, Gutermann and Coats showed up in every answer. Gutermann was recommended most often, coming first in all four responses that gave a list.

Follow sewing thread brands 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

Track your brand in this set →

Top sewing thread brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Gutermann and Coats appeared every time. Gutermann was recommended most often, coming first in all four answers that gave a list. Coats was second, and Mettler was third. Madeira, which ranked second in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Gutermann	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Coats	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Mettler	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
Aurifil	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Superior Threads	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Madeira	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
WonderFil	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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

Asked ChatGPT
“Which sewing thread brand should I buy?”
1. 1Gutermann
2. 2Coats
3. 3Mettler
Asked ChatGPT
“What are the best sewing thread brands?”
1. 1Gutermann
2. 2Mettler
3. 3Aurifil
4. 4Coats
5. 5Superior Threads
Asked ChatGPT
“What's the best sewing thread brand for everyday sewing?”
1. 1Gutermann
2. 2Mettler
3. 3Coats
4. 4Aurifil
Searched Google, AI Overview
“thread for sewing”
1. 1Coats
2. 2Gutermann
Searched Google, AI Overview
“sewing thread for machine”
1. 1Gutermann
2. 2Coats

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.

Which sewing thread brands do people search for most?

This chart shows how often people search Google for each sewing thread brand by name. Each line represents a brand's share of searches for all seven sewing thread brands we track, month by month, from English-language searches worldwide.

Share of searches among sewing thread brands worldwide, by month

Month	Gutermann	Madeira	Superior Threads	Mettler	Coats	Aurifil	WonderFil
Nov 2025	33.4%	27.3%	14.8%	6.4%	7.3%	6.4%	4.4%
Dec 2025	34.4%	28.1%	12.5%	6.6%	7.4%	6.6%	4.5%
Jan 2026	33.4%	27.3%	12.2%	8.1%	8.2%	6.4%	4.4%
Feb 2026	34.8%	28.5%	12.6%	6.7%	7.3%	5.6%	4.6%
Mar 2026	34.6%	28.3%	12.6%	6.6%	6.8%	5.6%	5.6%
Apr 2026	34.6%	28.3%	12.6%	6.6%	6.8%	5.6%	5.6%
May 2026	37.3%	24.8%	13.5%	6%	7.4%	6%	4.9%
Jun 2026	30.9%	30.9%	13.7%	6.1%	7.3%	6.1%	5%
Jul 2026	31.7%	31.7%	11.3%	7.4%	7.7%	6.3%	3.9%
Aug 2026	31.3%	31.3%	13.9%	7.3%	6.3%	5%	5%
Sep 2026	30.8%	30.8%	13.7%	6.1%	7.5%	6.1%	4.9%
Oct 2026	35%	28.7%	10.3%	8.5%	7.3%	5.7%	4.6%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Gutermann	35%	9.9K	+22.2%	+4.2 points
2, held 2nd	MadeiraMadeira Garnfabrik	28.7%	8.1K	0%	-2.2 points
3, held 3rd	Superior Threads	10.3%	2.9K	-19.4%	-3.4 points
4, moved from 6th to 4th	MettlerAmann Mettler	8.5%	2.4K	+50%	+2.4 pointsmoved from 6th to 4th
5, moved from 4th to 5th	Coats	7.3%	2.1K	+4.5%	-0.2 pointsmoved from 4th to 5th
6, moved from 5th to 6th	Aurifil	5.7%	1.6K	0%	-0.4 pointsmoved from 5th to 6th
7, held 7th	WonderFil	4.6%	1.3K	0%	-0.3 points

1.Gutermann
35%
Held 1st. 9.9K estimated branded searches, +22.2% vs prior month. Share +4.2 points.
2.Madeira
28.7%
Held 2nd. 8.1K estimated branded searches, 0% vs prior month. Share -2.2 points.
3.Superior Threads
10.3%
Held 3rd. 2.9K estimated branded searches, -19.4% vs prior month. Share -3.4 points.
4.Mettler
8.5%
Moved from 6th to 4th. 2.4K estimated branded searches, +50% vs prior month. Share +2.4 points.
5.Coats
7.3%
Moved from 4th to 5th. 2.1K estimated branded searches, +4.5% vs prior month. Share -0.2 points.
6.Aurifil
5.7%
Moved from 5th to 6th. 1.6K estimated branded searches, 0% vs prior month. Share -0.4 points.
7.WonderFil
4.6%
Held 7th. 1.3K estimated branded searches, 0% vs prior month. Share -0.3 points.

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

7 brands

In October 2026, Gutermann was the most searched among sewing thread brands worldwide, with an estimated 9.9K branded searches, 35% of all searches for the seven tracked by the Brandwave Brand Demand Index. Madeira is in 2nd place, 6.4 percentage points behind at 28.7%.

Global sewing thread brands, last 12 months ending October 2026
Brand	Share of searches	Peak	Low	Rank
Gutermann	33.4% → 35%	37.3%May 2026	30.8%Sep 2026	1st
Madeira	27.3% → 28.7%	31.7%Jul 2026	24.8%May 2026	2nd
Superior Threads	14.8% → 10.3%	14.8%Nov 2025	10.3%Oct 2026	3rd
Mettler	6.4% → 8.5%	8.5%Oct 2026	6%May 2026	6th → 4th
Coats	7.3%	8.2%Jan 2026	6.3%Aug 2026	4th → 5th
Aurifil	6.4% → 5.7%	6.6%Dec 2025	5%Aug 2026	5th → 6th
WonderFil	4.4% → 4.6%	5.6%Mar 2026	3.9%Jul 2026	7th

Each finding as a sentence

Across the 12 months ending October 2026, Gutermann’s share of searches among sewing thread brands worldwide increased from 33.4% to 35%.
Across the 12 months ending October 2026, Madeira’s share of searches among sewing thread brands worldwide increased from 27.3% to 28.7%.
Across the 12 months ending October 2026, Superior Threads’ share of searches among sewing thread brands worldwide decreased from 14.8% to 10.3%.
Across the 12 months ending October 2026, Mettler’s share of searches among sewing thread brands worldwide increased from 6.4% to 8.5%.
Across the 12 months ending October 2026, Aurifil’s share of searches among sewing thread brands worldwide decreased from 6.4% to 5.7%.
Across the 12 months ending October 2026, Gutermann’s share of searches among sewing thread brands worldwide peaked at 37.3% in May 2026 and was lowest at 30.8% in September 2026.
Across the 12 months ending October 2026, Madeira’s share of searches among sewing thread brands worldwide peaked at 31.7% in July 2026 and was lowest at 24.8% in May 2026.
Across the 12 months ending October 2026, Mettler’s share of searches among sewing thread brands worldwide peaked at 8.5% in October 2026 and was lowest at 6% in May 2026.
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, Aurifil’s share of searches among sewing thread brands worldwide peaked at 6.6% in December 2025 and was lowest at 5% in August 2026.
Across the 12 months ending October 2026, WonderFil’s share of searches among sewing thread brands worldwide peaked at 5.6% in March 2026 and was lowest at 3.9% in July 2026.
Across the 12 months ending October 2026, Mettler rose from 6th to 4th among sewing thread brands worldwide.
Across the 12 months ending October 2026, Coats fell from 4th to 5th among sewing thread brands worldwide.
Across the 12 months ending October 2026, Aurifil fell from 5th to 6th among sewing thread brands worldwide.
Across the 12 months ending October 2026, WonderFil held steady: its share of searches among sewing thread brands worldwide moved less than 0.5 percentage points.

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

5 changes

In October 2026, Mettler overtook Coats and Aurifil to rank 4th among sewing thread brands worldwide, with 8.5% of the searches.
In October 2026, Gutermann gained share of searches among sewing thread brands worldwide, from 30.8% to 35%.
In October 2026, Superior Threads lost share of searches among sewing thread brands worldwide, from 13.7% to 10.3%.
In October 2026, Madeira lost share of searches among sewing thread brands worldwide, from 30.8% to 28.7%.
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 branded searches counted for sewing thread brands?

9 search terms

Each brand's share of searches among sewing thread brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.