Coats vs Superior Threads:Which is more popular?
In October 2026, Superior Threads had more branded searches than Coats among sewing thread brands worldwide. Superior Threads had about 2,900 branded searches, while Coats had 2,070. Superior Threads made up 10.3% 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 Superior Threads in one. Coats was mentioned before Superior Threads in every answer.
Who do people search for more?
Superior Threads, about 40% more searches than Coats
Who does AI mention more?
Coats, mentioned in every answer we collected
Who does AI recommend more?
Coats, named ahead of Superior Threads in every answer
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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. Superior Threads was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Coats was listed before Superior Threads in every answer.
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 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?”
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 Superior Threads more popular in search?
This chart shows how often people search Google for Coats and Superior Threads 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 Superior Threads, 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 Superior Threads changed worldwide over the last 12 months?
3 findings
- Superior Threads 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, Superior Threads’ share of searches among sewing thread brands worldwide moved from 14.8% to 10.3%, and its estimated monthly branded searches moved from 4.4K to 2.9K.
How did search popularity change for sewing thread brands worldwide in October 2026?
2 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, Superior Threads lost share of searches among sewing thread brands worldwide, from 13.7% to 10.3%.
How are Coats’ and Superior Threads’ branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Coats’ and Superior Threads’ 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
3 branded search terms
- coats sewing
- coats sewing thread
- coats thread
Superior Threads
1 branded search term
- superior threads
Other head-to-heads among sewing thread brands
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