Gutermann vs Madeira:Which is more popular?
In October 2026, Gutermann had more branded searches than Madeira among sewing thread brands worldwide. Gutermann had about 9,900 branded searches, while Madeira had 8,100. Gutermann made up 35% of all sewing thread brand searches we track, and Madeira accounted for 28.7%. When we asked ChatGPT and Google AI Overviews about sewing thread brands, Gutermann appeared in all five answers and Madeira in none.
Who do people search for more?
Gutermann, about 22% more searches than Madeira
Who does AI mention more?
Gutermann, mentioned in every answer we collected
Who does AI recommend more?
Gutermann, the only one of the two named
Follow Gutermann vs Madeira 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, Gutermann appeared in all five answers. Madeira did not appear in any of the five 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 Gutermann or Madeira more popular in search?
This chart shows how often people search Google for Gutermann and Madeira 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 Gutermann, Madeira. 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 Gutermann and Madeira changed worldwide over the last 12 months?
3 findings
- Gutermann was ahead of Madeira in every measured month of the 12 months ending October 2026.
- 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.
- Across the 12 months ending October 2026, Madeira’s share of searches among sewing thread brands worldwide moved from 27.3% to 28.7%, and its estimated monthly branded searches held steady at 8.1K.
How did search popularity change for sewing thread brands worldwide in October 2026?
2 changes
In October 2026, Gutermann gained share of searches among sewing thread brands worldwide, from 30.8% to 35%.
In October 2026, Madeira lost share of searches among sewing thread brands worldwide, from 30.8% to 28.7%.
How are Gutermann’s and Madeira’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Gutermann’s and Madeira’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.