Brandwave

How popular isBernina?

In September 2026, people searched for Bernina by name about 1,640 times in New Zealand, about the same as the previous year. These searches made up 46.9% of all New Zealand needle threader brand searches, placing Bernina first out of three brands. When we asked both ChatGPT and Google AI Overviews about needle threader brands, Bernina appeared in one of the five answers.

Search and AI answers in September 2026

Bernina is the most searched of 3 competitors.

  1. BerninaShare of searches 46.9%Mentioned in 1 of 5 AI answers
  2. JanomeShare of searches 32.8%Mentioned in 0 of 5 AI answers
  3. SingerShare of searches 20.3%Mentioned in 0 of 5 AI answers
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Top needle threader brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bernina was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Bernina1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Janome0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Singer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about needle threader brands

5 answers

  • Asked ChatGPT

    “Which needle threader brand should I buy in New Zealand?”

    1. Asked ChatGPT

      “What are the best needle threader brands in New Zealand?”

      1. Asked ChatGPT

        “What's the best needle threader brand in New Zealand for sewing?”

        1. Searched Google, AI Overview

          “needle threader nz”

          1. 1Bernina

        2. Searched Google, AI Overview

          “sewing needle threader”

          Not named in any answer:

          Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

          Which needle threader brands compete with Bernina?

          Bernina against needle threader brands in New Zealand, by month

          Share of searches by month for Bernina, Janome, Singer. The figures are in the table below the chart.

          View monthly share of searches table
          MonthBerninaJanomeSinger
          Oct 202548.6%35.8%15.6%
          Nov 202549%35.9%15.1%
          Dec 202549.5%37.8%12.8%
          Jan 202648.6%35.5%15.9%
          Feb 202649.5%37.5%13%
          Mar 202649.2%33.3%17.4%
          Apr 202648.7%34.9%16.4%
          May 202648.1%36.7%15.2%
          Jun 202646.9%35.3%17.9%
          Jul 202644.2%35.1%20.7%
          Aug 202644.2%39.3%16.5%
          Sep 202646.9%32.8%20.3%

          1. 1.Bernina

            46.9%

            Held 1st. 900 estimated branded searches, -9.1% vs prior month. Share +2.7 points.

          2. 2.Janome

            32.8%

            Held 2nd. 630 estimated branded searches, -28.4% vs prior month. Share -6.5 points.

          3. 3.Singer

            20.3%

            Held 3rd. 390 estimated branded searches, +5.4% vs prior month. Share +3.8 points.

          Compare popularity between Bernina and its closest rivals

          Every comparison with Bernina

          5 comparisons

          How has branded search demand for Bernina changed in New Zealand over the last 12 months?

          3 findings
          • Across the 12 months ending September 2026, estimated monthly branded searches for Bernina in New Zealand held steady at 1.6K.
          • Across the 12 months ending September 2026, Bernina’s share of searches among needle threader brands in New Zealand decreased from 48.6% to 46.9%.
          • Across the 12 months ending September 2026, Bernina’s share of searches among needle threader brands in New Zealand peaked at 49.5% in December 2025 and was lowest at 44.2% in August 2026.

          How did search popularity change for New Zealand needle threader brands in September 2026?

          3 changes

          1. In September 2026, Singer gained share of searches among needle threader brands in New Zealand, from 16.5% to 20.3%.

          2. In September 2026, Bernina gained share of searches among needle threader brands in New Zealand, from 44.2% to 46.9%.

          3. In September 2026, Janome lost share of searches among needle threader brands in New Zealand, from 39.3% to 32.8%.

          How are Bernina’s branded searches counted?

          10 search terms

          Brandwave collects information about searches that people make online using Bernina’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

          • bernina
          • bernina 1008
          • bernina 830
          • bernina bobbins
          • bernina embroidery machine
          • bernina foot
          • bernina northland
          • bernina serger
          • bernina sewing machine
          • bernina walking foot

          Do you work for Bernina? To request corrections or removal please contact us via our support page and we will be happy to assist.

          How the Brand Demand Index is measured

          Where does Bernina compete?

          Bernina is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
          Competitor setRankShare of searchesRanking
          Sewing machine brands1st of 630.6%Show ranking
          Bobbin case brands1st of 644.3%Show ranking
          Overlock machine brands1st of 545.5%Show ranking
          Needle threader brands1st of 346.9%Shown above
          Creator with pink hair and a pink jacket

          Is Bernina your brand?

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