--- title: "Coats vs Gutermann: Which is more popular?" description: "Is Coats or Gutermann more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Sewing thread brands set worldwide. 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/compare/coats-thread-vs-gutermann" publisher: "Brandwave" --- # Coats vs Gutermann: Which is more popular? Is Coats or Gutermann more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Sewing thread brands set worldwide. 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 - **Compared**: Coats and Gutermann - **Competitive set**: Sewing thread brands - **Market**: Global - **Month measured**: Oct 2026 - **Coats Share of Search**: 7.3% - **Gutermann Share of Search**: 35% ## Is Coats or Gutermann more popular in search? - In October 2026, Gutermann had more branded searches than Coats among sewing thread brands worldwide. Gutermann had about 9,900 branded searches, while Coats had 2,070. Gutermann made up 35% of all sewing thread brand searches we track, and Coats accounted for 7.3%. - Gutermann was ahead of Coats in every measured month of the 12 months ending October 2026. - Across the 12 months ending October 2026, Coats’ share of searches among sewing thread brands worldwide held steady at 7.3%, and its estimated monthly branded searches moved from 2.2K to 2.1K. - Across the 12 months ending October 2026, Gutermann’s share of searches among sewing thread brands worldwide moved from 33.4% to 35%, and its estimated monthly branded searches held steady at 9.9K. ## Top sewing thread brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, both Coats and Gutermann showed up in all five answers. Gutermann was listed before Coats in every answer. 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. ## 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%. ## How has branded search for Coats and Gutermann changed worldwide over the last 12 months? | Month | Coats estimated searches | Coats Share of Search | Coats rank | Gutermann estimated searches | Gutermann Share of Search | Gutermann rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 2.2K | 7.3% | 4 | 9.9K | 33.4% | 1 | | Dec 2025 | 2.1K | 7.4% | 4 | 9.9K | 34.4% | 1 | | Jan 2026 | 2.4K | 8.2% | 4 | 9.9K | 33.4% | 1 | | Feb 2026 | 2.1K | 7.3% | 4 | 9.9K | 34.8% | 1 | | Mar 2026 | 1.9K | 6.8% | 4 | 9.9K | 34.6% | 1 | | Apr 2026 | 1.9K | 6.8% | 4 | 9.9K | 34.6% | 1 | | May 2026 | 2K | 7.4% | 4 | 9.9K | 37.3% | 1 | | Jun 2026 | 1.9K | 7.3% | 4 | 8.1K | 30.9% | 1 | | Jul 2026 | 2K | 7.7% | 4 | 8.1K | 31.7% | 1 | | Aug 2026 | 1.6K | 6.3% | 5 | 8.1K | 31.3% | 1 | | Sep 2026 | 2K | 7.5% | 4 | 8.1K | 30.8% | 1 | | Oct 2026 | 2.1K | 7.3% | 5 | 9.9K | 35% | 1 | ## How are Coats’ and Gutermann’s branded searches counted? Brandwave collects information about searches that people make online using Coats’ and Gutermann’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **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”. - [Coats profile](/demand/global-en/brands/coats-thread) - [Gutermann profile](/demand/global-en/brands/gutermann) - [All sewing thread brands worldwide](/demand/global-en/categories/sewing-thread-brands): The set both shares are measured inside, 7 brands. ## 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 ### Is Coats or Gutermann more popular in search? In October 2026, Gutermann had more branded searches than Coats among sewing thread brands worldwide. Gutermann had about 9,900 branded searches, while Coats had 2,070. Gutermann made up 35% of all sewing thread brand searches we track, and Coats accounted for 7.3%. ## Cite this page Brandwave. "Coats vs Gutermann: Which is more popular?". https://gobrandwave.com/demand/global-en/compare/coats-thread-vs-gutermann This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/coats-thread-vs-gutermann. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.