Brandwave

How popular isPfaff?

In September 2026, people searched for Pfaff by name about 170 times in New Zealand, a 6.3% increase from the previous year. These searches made up 3.7% of all New Zealand bobbin winder brand searches, placing Pfaff third out of four brands. When we asked both ChatGPT and Google AI Overviews about bobbin winder brands, Pfaff did not appear in any of the answers.

Search and AI answers in September 2026

Pfaff is the third most searched of 4 competitors and not listed in any AI answer.

  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, Pfaff 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.

  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 Pfaff?

Pfaff against bobbin winder brands in New Zealand, by month

Share of searches by month for Janome, Singer, Pfaff. 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 Pfaff and its closest rivals

Every comparison with Pfaff

5 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Pfaff in New Zealand rose from 160 to 170.
  • Across the 12 months ending September 2026, Pfaff’s share of searches among bobbin winder brands in New Zealand decreased from 5.3% to 3.7%.
  • Across the 12 months ending September 2026, Pfaff’s share of searches among bobbin winder brands in New Zealand peaked at 8.3% in March 2026 and was lowest at 3.7% in September 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 Pfaff’s branded searches counted?

4 search terms

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

  • pfaff
  • pfaff embroidery machine
  • pfaff overlocker
  • pfaff sewing machine

Do you work for Pfaff? 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 Pfaff compete?

Pfaff is ranked in three 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 brands5th of 63.2%Show ranking
Bobbin case brands5th of 62%Show ranking
Bobbin winder brands3rd of 43.7%Shown above
Creator with pink hair and a pink jacket

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