Brandwave

How popular isBrother?

In September 2026, people searched for Brother by name about 4,640 times in New Zealand, a 6.4% increase from the previous year. These searches made up 0.93% of all New Zealand bobbin winder brand searches, placing Brother fourth out of four brands. When we asked both ChatGPT and Google AI Overviews about bobbin winder brands, Brother appeared in four of the five answers and was the second most recommended of the four.

Search and AI answers in September 2026

Brother is the fourth most searched of 4 competitors and the second most recommended in AI answers.

  1. JanomeShare of searches 58.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. SingerShare of searches 36.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. PfaffShare of searches 3.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. BrotherShare of searches 0.93%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
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Top bobbin winder brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Brother was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Brother is the second most recommended of the four.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Singer1st
  2. Brother2nd
  3. Janome3rd
  4. Pfaff–

Mentioned by AI

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

  • Singer4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Brother4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Janome3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pfaff0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bobbin winder brands

5 answers

  • Asked ChatGPT

    “Which bobbin winder brand should I buy in New Zealand?”

    1. 1Singer
    2. 2Brother
    3. 3Janome

  • Asked ChatGPT

    “What are the best bobbin winder brands in New Zealand?”

    1. 1Singer
    2. 2Brother
    3. 3Janome

  • Asked ChatGPT

    “What's the best bobbin winder brand in New Zealand for a sewing machine repair?”

    1. 1Brother
    2. 2Janome
    3. 3Singer

  • Searched Google, AI Overview

    “best bobbin winder”

    1. 1Brother

  • Searched Google, AI Overview

    “sewing machine bobbin winder”

    1. 1Singer

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which bobbin winder brands compete with Brother?

Brother against bobbin winder brands in New Zealand, by month

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

View monthly share of searches table
MonthJanomeSingerPfaffBrother
Oct 202565.3%28.4%5.3%1.1%
Nov 202565.1%27.4%6.6%0.94%
Dec 202570.5%23.8%4.8%0.95%
Jan 202664.4%28.8%5.9%0.85%
Feb 202668.6%23.8%6.7%0.95%
Mar 202659.6%31.2%8.3%0.92%
Apr 202663%29.6%6.5%0.93%
May 202665.9%27.3%6.8%0%
Jun 202662.2%31.5%5.5%0.79%
Jul 202658.9%34.7%5.6%0.81%
Aug 202667.2%28.2%3.8%0.76%
Sep 202658.9%36.4%3.7%0.93%

  1. 1.Janome

    58.9%

    Held 1st. 630 estimated branded searches, -28.4% vs prior month. Share -8.3 points.

  2. 2.Singer

    36.4%

    Held 2nd. 390 estimated branded searches, +5.4% vs prior month. Share +8.2 points.

  3. 3.Pfaff

    3.7%

    Held 3rd. 40 estimated branded searches, -20% vs prior month. Share -0.1 points.

  4. 4.Brother

    0.93%

    Held 4th. 10 estimated branded searches, 0% vs prior month. Share +0.2 points.

Compare popularity between Brother and its closest rivals

Every comparison with Brother

11 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Brother in New Zealand rose from 4.4K to 4.6K.
  • Across the 12 months ending September 2026, Brother’s share of searches among bobbin winder brands in New Zealand peaked at 1.1% in October 2025 and was lowest at 0% in May 2026.

How did search popularity change for New Zealand bobbin winder brands in September 2026?

3 changes

  1. In September 2026, Singer gained share of searches among bobbin winder brands in New Zealand, from 28.2% to 36.4%.

  2. In September 2026, Janome lost share of searches among bobbin winder brands in New Zealand, from 67.2% to 58.9%.

  3. Estimated monthly branded searches for Pfaff in New Zealand fell 20% over 12 measured months, from 50 to 40 in September 2026.

How are Brother’s branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Brother’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.

  • brother a3 printer
  • brother bobbin case
  • brother bobbin winder
  • brother ink
  • brother inkjet printer
  • brother inktank printer
  • brother label printer
  • brother laser printer
  • brother mfc printer
  • brother overlock machine
  • brother printer
  • brother printer inks
  • brother printer offline
  • brother thermal printer
  • brother toner
  • brother wireless printer

Do you work for Brother? 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 Brother compete?

Brother is ranked in nine competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Printer brands4th of 613.5%Show ranking
Printer toner brands6th of 60.45%Show ranking
Laser printer brands5th of 50.45%Show ranking
Ink cartridges brands4th of 41.1%Show ranking
Barcode labels brands3rd of 517.2%Show ranking
Bobbin case brands6th of 60.99%Show ranking
Overlock machine brands5th of 50.51%Show ranking
Bobbin winder brands4th of 40.93%Shown above
Barcode printer brands4th of 46.9%Show ranking
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