---
title: "Sewing thread brands: Which are most popular?"
description: "Compare the sewing thread brands people buy. Share of Search among Gutermann, Madeira, Superior Threads, Mettler, Coats, Aurifil and WonderFil, the sewing thread 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-thread-brands"
publisher: "Brandwave"
---

# Sewing thread brands: Which are most popular?

Compare the sewing thread brands people buy. Share of Search among Gutermann, Madeira, Superior Threads, Mettler, Coats, Aurifil and WonderFil, the sewing thread 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 thread brands
- **Market**: Global
- **Brands compared**: 7
- **Month measured**: Oct 2026
- **Highest Share of Search**: Gutermann, 35%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Gutermann | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Coats | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Mettler | 3rd | 3 of 3 | 0 of 2 | 3 of 5 |
| Aurifil | 4th | 2 of 3 | 0 of 2 | 2 of 5 |
| Superior Threads | 5th | 1 of 3 | 0 of 2 | 1 of 5 |
| Madeira | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| WonderFil | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about sewing thread brands

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

Not named in any answer: Madeira and WonderFil.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026.

## Compare search popularity between leading brands

- [Gutermann vs Madeira: compare search popularity](/demand/global-en/compare/gutermann-vs-madeira-threads): 35% against 28.7% Share of Search.
- [Gutermann vs Superior Threads: compare search popularity](/demand/global-en/compare/gutermann-vs-superior-threads): 35% against 10.3% Share of Search.
- [Gutermann vs Mettler: compare search popularity](/demand/global-en/compare/gutermann-vs-mettler): 35% against 8.5% Share of Search.
- [Gutermann vs Coats: compare search popularity](/demand/global-en/compare/coats-thread-vs-gutermann): 35% against 7.3% Share of Search.
- [Madeira vs Superior Threads: compare search popularity](/demand/global-en/compare/madeira-threads-vs-superior-threads): 28.7% against 10.3% Share of Search.
- [Madeira vs Mettler: compare search popularity](/demand/global-en/compare/madeira-threads-vs-mettler): 28.7% against 8.5% Share of Search.
- [Madeira vs Coats: compare search popularity](/demand/global-en/compare/coats-thread-vs-madeira-threads): 28.7% against 7.3% Share of Search.
- [Superior Threads vs Mettler: compare search popularity](/demand/global-en/compare/mettler-vs-superior-threads): 10.3% against 8.5% Share of Search.
- [Superior Threads vs Coats: compare search popularity](/demand/global-en/compare/coats-thread-vs-superior-threads): 10.3% against 7.3% Share of Search.
- [Mettler vs Coats: compare search popularity](/demand/global-en/compare/coats-thread-vs-mettler): 8.5% against 7.3% Share of Search.

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

- 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.

## Which sewing thread brands do people search for most?

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Gutermann | 35% | 9.9K | +22.2% | Gutermann |
| 2 | Madeira | 28.7% | 8.1K | 0.0% | Madeira Garnfabrik |
| 3 | Superior Threads | 10.3% | 2.9K | -19.4% | Superior Threads |
| 4 | Mettler | 8.5% | 2.4K | +50.0% | Amann Mettler |
| 5 | Coats | 7.3% | 2.1K | +4.5% | Coats |
| 6 | Aurifil | 5.7% | 1.6K | 0.0% | Aurifil |
| 7 | WonderFil | 4.6% | 1.3K | 0.0% | WonderFil |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Nov 2025 | Gutermann | 9.9K | 33.4% | 1 |
| Nov 2025 | Madeira | 8.1K | 27.3% | 2 |
| Nov 2025 | Superior Threads | 4.4K | 14.8% | 3 |
| Nov 2025 | Coats | 2.2K | 7.3% | 4 |
| Nov 2025 | Aurifil | 1.9K | 6.4% | 5 |
| Nov 2025 | Mettler | 1.9K | 6.4% | 6 |
| Nov 2025 | WonderFil | 1.3K | 4.4% | 7 |
| Dec 2025 | Gutermann | 9.9K | 34.4% | 1 |
| Dec 2025 | Madeira | 8.1K | 28.1% | 2 |
| Dec 2025 | Superior Threads | 3.6K | 12.5% | 3 |
| Dec 2025 | Coats | 2.1K | 7.4% | 4 |
| Dec 2025 | Aurifil | 1.9K | 6.6% | 5 |
| Dec 2025 | Mettler | 1.9K | 6.6% | 6 |
| Dec 2025 | WonderFil | 1.3K | 4.5% | 7 |
| Jan 2026 | Gutermann | 9.9K | 33.4% | 1 |
| Jan 2026 | Madeira | 8.1K | 27.3% | 2 |
| Jan 2026 | Superior Threads | 3.6K | 12.2% | 3 |
| Jan 2026 | Coats | 2.4K | 8.2% | 4 |
| Jan 2026 | Mettler | 2.4K | 8.1% | 5 |
| Jan 2026 | Aurifil | 1.9K | 6.4% | 6 |
| Jan 2026 | WonderFil | 1.3K | 4.4% | 7 |
| Feb 2026 | Gutermann | 9.9K | 34.8% | 1 |
| Feb 2026 | Madeira | 8.1K | 28.5% | 2 |
| Feb 2026 | Superior Threads | 3.6K | 12.6% | 3 |
| Feb 2026 | Coats | 2.1K | 7.3% | 4 |
| Feb 2026 | Mettler | 1.9K | 6.7% | 5 |
| Feb 2026 | Aurifil | 1.6K | 5.6% | 6 |
| Feb 2026 | WonderFil | 1.3K | 4.6% | 7 |
| Mar 2026 | Gutermann | 9.9K | 34.6% | 1 |
| Mar 2026 | Madeira | 8.1K | 28.3% | 2 |
| Mar 2026 | Superior Threads | 3.6K | 12.6% | 3 |
| Mar 2026 | Coats | 1.9K | 6.8% | 4 |
| Mar 2026 | Mettler | 1.9K | 6.6% | 5 |
| Mar 2026 | Aurifil | 1.6K | 5.6% | 6 |
| Mar 2026 | WonderFil | 1.6K | 5.6% | 7 |
| Apr 2026 | Gutermann | 9.9K | 34.6% | 1 |
| Apr 2026 | Madeira | 8.1K | 28.3% | 2 |
| Apr 2026 | Superior Threads | 3.6K | 12.6% | 3 |
| Apr 2026 | Coats | 1.9K | 6.8% | 4 |
| Apr 2026 | Mettler | 1.9K | 6.6% | 5 |
| Apr 2026 | Aurifil | 1.6K | 5.6% | 6 |
| Apr 2026 | WonderFil | 1.6K | 5.6% | 7 |
| May 2026 | Gutermann | 9.9K | 37.3% | 1 |
| May 2026 | Madeira | 6.6K | 24.8% | 2 |
| May 2026 | Superior Threads | 3.6K | 13.5% | 3 |
| May 2026 | Coats | 2K | 7.4% | 4 |
| May 2026 | Aurifil | 1.6K | 6% | 5 |
| May 2026 | Mettler | 1.6K | 6% | 6 |
| May 2026 | WonderFil | 1.3K | 4.9% | 7 |
| Jun 2026 | Gutermann | 8.1K | 30.9% | 1 |
| Jun 2026 | Madeira | 8.1K | 30.9% | 2 |
| Jun 2026 | Superior Threads | 3.6K | 13.7% | 3 |
| Jun 2026 | Coats | 1.9K | 7.3% | 4 |
| Jun 2026 | Aurifil | 1.6K | 6.1% | 5 |
| Jun 2026 | Mettler | 1.6K | 6.1% | 6 |
| Jun 2026 | WonderFil | 1.3K | 5% | 7 |
| Jul 2026 | Gutermann | 8.1K | 31.7% | 1 |
| Jul 2026 | Madeira | 8.1K | 31.7% | 2 |
| Jul 2026 | Superior Threads | 2.9K | 11.3% | 3 |
| Jul 2026 | Coats | 2K | 7.7% | 4 |
| Jul 2026 | Mettler | 1.9K | 7.4% | 5 |
| Jul 2026 | Aurifil | 1.6K | 6.3% | 6 |
| Jul 2026 | WonderFil | 1K | 3.9% | 7 |
| Aug 2026 | Gutermann | 8.1K | 31.3% | 1 |
| Aug 2026 | Madeira | 8.1K | 31.3% | 2 |
| Aug 2026 | Superior Threads | 3.6K | 13.9% | 3 |
| Aug 2026 | Mettler | 1.9K | 7.3% | 4 |
| Aug 2026 | Coats | 1.6K | 6.3% | 5 |
| Aug 2026 | Aurifil | 1.3K | 5% | 6 |
| Aug 2026 | WonderFil | 1.3K | 5% | 7 |
| Sep 2026 | Gutermann | 8.1K | 30.8% | 1 |
| Sep 2026 | Madeira | 8.1K | 30.8% | 2 |
| Sep 2026 | Superior Threads | 3.6K | 13.7% | 3 |
| Sep 2026 | Coats | 2K | 7.5% | 4 |
| Sep 2026 | Aurifil | 1.6K | 6.1% | 5 |
| Sep 2026 | Mettler | 1.6K | 6.1% | 6 |
| Sep 2026 | WonderFil | 1.3K | 4.9% | 7 |
| Oct 2026 | Gutermann | 9.9K | 35% | 1 |
| Oct 2026 | Madeira | 8.1K | 28.7% | 2 |
| Oct 2026 | Superior Threads | 2.9K | 10.3% | 3 |
| Oct 2026 | Mettler | 2.4K | 8.5% | 4 |
| Oct 2026 | Coats | 2.1K | 7.3% | 5 |
| Oct 2026 | Aurifil | 1.6K | 5.7% | 6 |
| Oct 2026 | WonderFil | 1.3K | 4.6% | 7 |

## How are branded searches counted for sewing thread brands?

- **Aurifil**: Measured on the search term “aurifil”.
- **Coats**: Measured on the search terms “coats sewing”, “coats sewing thread” and “coats thread”, summed into one figure.
- **Gutermann**: Measured on the search term “gutermann”.
- **Madeira**: Measured on the search term “madeira thread”.
- **Mettler**: Measured on the search term “mettler thread”.
- **Superior Threads**: Measured on the search term “superior threads”.
- **WonderFil**: Measured on the search term “wonderfil”.

- [Aurifil](/demand/global-en/brands/aurifil)
- [Coats](/demand/global-en/brands/coats-thread)
- [Gutermann](/demand/global-en/brands/gutermann)
- [Madeira](/demand/global-en/brands/madeira-threads)
- [Mettler](/demand/global-en/brands/mettler)
- [Superior Threads](/demand/global-en/brands/superior-threads)
- [WonderFil](/demand/global-en/brands/wonderfil)

## Methodology

- [How is the Brand Demand Index 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 thread brands worldwide?

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. These are worldwide searches for English-language branded terms.

## Cite this page

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

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