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 3.2% of all New Zealand sewing machine brand searches, placing Pfaff fifth out of six brands. When we asked both ChatGPT and Google AI Overviews about sewing machine brands, Pfaff did not appear in any of the answers.

Search and AI answers in September 2026

Pfaff is the fifth most searched of 6 competitors and not listed in any AI answer.

  1. BerninaShare of searches 30.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. Brother SewingShare of searches 27.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  3. SingerShare of searches 25.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. JanomeShare of searches 12.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. PfaffShare of searches 3.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top sewing machine 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. Janome1st
  2. Bernina2nd
  3. Singer3rd
  4. JUKI4th
  5. Brother Sewing5th
  6. Pfaff–

Mentioned by AI

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

  • Bernina4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Janome4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Brother Sewing2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Singer2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • JUKI2 of 5Named in 2 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 sewing machine brands

5 answers

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 sewing machine brands compete with Pfaff?

Pfaff against sewing machine brands in New Zealand, by month

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

View monthly share of searches table
MonthBerninaBrother SewingSingerJanomePfaffJUKI
Oct 202531.9%22.8%26.9%14.2%3.2%1%
Nov 202533.3%22.5%24.3%15.4%3.6%0.99%
Dec 202530%27.1%23.1%15.5%3.4%0.95%
Jan 202630.7%25%24.5%14.9%4%0.86%
Feb 202629.5%24.5%27.8%13.9%3.1%1.2%
Mar 202624.7%20.9%40.1%10.1%3.2%1%
Apr 202622.7%19.5%44%10.2%2.7%0.94%
May 202626.2%24.3%31.9%13.1%3.9%0.69%
Jun 202631.2%25.5%23.2%14.9%4%1.2%
Jul 202627.7%24.7%29.5%13.6%3.6%0.83%
Aug 202632.6%24.9%22.3%16.2%3.1%0.86%
Sep 202630.6%27.2%25.2%12.9%3.2%0.93%

  1. 1.Bernina

    30.6%

    Held 1st. 1.6K estimated branded searches, -13.7% vs prior month. Share -2 points.

  2. 2.Brother Sewing

    27.2%

    Held 2nd. 1.5K estimated branded searches, +0.69% vs prior month. Share +2.3 points.

  3. 3.Singer

    25.2%

    Held 3rd. 1.4K estimated branded searches, +3.8% vs prior month. Share +2.8 points.

  4. 4.Janome

    12.9%

    Held 4th. 690 estimated branded searches, -26.6% vs prior month. Share -3.3 points.

  5. 5.Pfaff

    3.2%

    Held 5th. 170 estimated branded searches, -5.6% vs prior month. Share +0.1 points.

  6. 6.JUKI

    0.93%

    Held 6th. 50 estimated branded searches, 0% vs prior month. Share +0.1 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?

2 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 sewing machine brands in New Zealand peaked at 4% in June 2026 and was lowest at 2.7% in April 2026.

How did search popularity change for New Zealand sewing machine brands in September 2026?

4 changes

  1. In September 2026, Singer gained share of searches among sewing machine brands in New Zealand, from 22.3% to 25.2%.

  2. In September 2026, Brother Sewing gained share of searches among sewing machine brands in New Zealand, from 24.9% to 27.2%.

  3. In September 2026, Janome lost share of searches among sewing machine brands in New Zealand, from 16.2% to 12.9%.

  4. In September 2026, Bernina lost share of searches among sewing machine brands in New Zealand, from 32.6% to 30.6%.

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%Shown above
Bobbin case brands5th of 62%Show ranking
Bobbin winder brands3rd of 43.7%Show ranking
Creator with pink hair and a pink jacket

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