Coats vs Mettler:Which is more popular?
In October 2026, Mettler had more branded searches than Coats among sewing thread brands worldwide. Mettler had about 2,400 branded searches, while Coats had 2,070. Mettler made up 8.5% of all sewing thread brand searches we track, and Coats accounted for 7.3%. When we asked ChatGPT and Google AI Overviews about sewing thread brands, Coats appeared in all five answers and Mettler in three. Coats and Mettler were each mentioned first in two of the four answers.
Who do people search for more?
Mettler, about 16% more searches than Coats
Who does AI mention more?
Coats, mentioned in every answer we collected
Who does AI recommend more?
Each is named first in 2 of 4 answers.
Follow Coats vs Mettler 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
Top sewing thread brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Coats appeared in all five answers. Mettler was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Coats and Mettler were each listed first in two of the four answers.
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.
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 answersMadeira0 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?”
Asked ChatGPT
“What are the best sewing thread brands?”
Asked ChatGPT
“What's the best sewing thread brand for everyday sewing?”
Searched Google, AI Overview
“thread for sewing”
Searched Google, AI Overview
“sewing thread for machine”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Coats or Mettler more popular in search?
This chart shows how often people search Google for Coats and Mettler 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 by month for Mettler, Coats. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has branded search for Coats and Mettler changed worldwide over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending October 2026: Mettler took it in August 2026, Coats took it in September 2026, Mettler took it in 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, Mettler’s share of searches among sewing thread brands worldwide moved from 6.4% to 8.5%, and its estimated monthly branded searches moved from 1.9K to 2.4K.
How did search popularity change for sewing thread brands worldwide in October 2026?
1 change
In October 2026, Mettler overtook Coats and Aurifil to rank 4th among sewing thread brands worldwide, with 8.5% of the searches.
How are Coats’ and Mettler’s branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Coats’ and Mettler’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.
Other head-to-heads among sewing thread brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.