Brandwave

How popular isSinger in search?

In August 2026, there were an estimated 2.8K branded searches for Singer in New Zealand which is up 32.9% over the last 11 months. Singer holds 31.5% estimated Share of Search among New Zealand sewing machine brands and is ranked 1st of 5 competitors for search popularity.

Share of Search, August 2026
  1. Singer31.5%
  2. Bernina26.7%
  3. Brother Sewing23.5%
  4. Janome16.1%
  5. Pfaff2.2%
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Which sewing machine brands compete with Singer?

Singer against sewing machine brands in New Zealand, by month

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

View monthly share of search table
MonthSingerBerninaBrother SewingJanomePfaff
Oct 202530.6%28.4%23.5%14.8%2.8%
Nov 202531.8%28.2%22%15%3%
Dec 202530.7%25.8%26.7%14.2%2.5%
Jan 202631.4%26.7%24.8%14%3%
Feb 202633.4%27.9%22.9%13.4%2.4%
Mar 202642.5%23.5%21%10.3%2.6%
Apr 202646.2%21.7%19.4%10.5%2.2%
May 202640.3%22.8%22.1%11.8%2.9%
Jun 202635%25.6%22.7%13.9%2.8%
Jul 202640%23.2%21.5%12.8%2.4%
Aug 202631.5%26.7%23.5%16.1%2.2%
Sep 2026—————

  1. 1.Singer

    31.5%

    held 1st · 2.8K estimated branded searches · -30.9% vs prior month · -8.5 points

  2. 2.Bernina

    26.7%

    held 2nd · 2.3K estimated branded searches · +0.87% vs prior month · +3.5 points

  3. 3.Brother Sewing

    23.5%

    held 3rd · 2K estimated branded searches · -4.2% vs prior month · +2 points

  4. 4.Janome

    16.1%

    held 4th · 1.4K estimated branded searches · +10.2% vs prior month · +3.3 points

  5. 5.Pfaff

    2.2%

    held 5th · 190 estimated branded searches · -20.8% vs prior month · -0.2 points

Compare search popularity between Singer and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Singer in New Zealand rose from 2.1K to 2.8K.
  • Across the 11 months ending August 2026, Singer’s estimated Share of Search among sewing machine brands in New Zealand increased from 30.6% to 31.5%.
  • Across the 11 months ending August 2026, Singer’s estimated Share of Search among sewing machine brands in New Zealand peaked at 46.2% in April 2026 and was lowest at 30.6% in October 2025.

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

  1. In August 2026, Bernina gained estimated Share of Search among sewing machine brands in New Zealand, from 23.2% to 26.7%.

  2. In August 2026, Janome gained estimated Share of Search among sewing machine brands in New Zealand, from 12.8% to 16.1%.

  3. In August 2026, Brother Sewing gained estimated Share of Search among sewing machine brands in New Zealand, from 21.5% to 23.5%.

  4. In August 2026, Singer lost estimated Share of Search among sewing machine brands in New Zealand, from 40% to 31.5%.

  5. Pfaff’s estimated Share of Search among sewing machine brands in New Zealand has lost ground for 3 months in a row, from 2.9% to 2.2% in August 2026.

How is Singer measured?

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

19 branded search terms

  • 201k singer sewing machine
  • antique singer machine
  • pink singer sewing machine
  • singer 1306 sewing machine
  • singer 4411 heavy duty sewing machine
  • singer 4423 sewing machine
  • singer 4432 heavy duty sewing machine
  • singer embroidery machine
  • singer featherweight sewing machine
  • singer heavy duty 4452 sewing machine
  • singer heavy duty sewing machine
  • singer machine
  • singer machine needles
  • singer overlocker
  • singer sewing machine
  • singer start 1306 sewing machine
  • singer start sewing machine
  • singer treadle sewing machine
  • vintage singer machine

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How the Brand Demand Index is measured

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