Brandwave

How popular isSinger?

In September 2026, people searched for Singer by name about 1,350 times in New Zealand, about the same as the previous year. These searches made up 19.2% of all New Zealand bobbin case brand searches, placing Singer third out of six brands. When we asked both ChatGPT and Google AI Overviews about bobbin case brands, Singer appeared in all answers and was the third most recommended of the six.

Search and AI answers in September 2026

Singer is the third most searched of 6 competitors and the third most recommended in AI answers.

  1. BerninaShare of searches 44.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  2. JanomeShare of searches 31%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. SingerShare of searches 19.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. JUKIShare of searches 2.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. PfaffShare of searches 2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top bobbin case brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Singer appeared in all five answers. Singer is the third most recommended of the six.

Most recommended by AI

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

  1. JUKI1st
  2. Janome2nd
  3. Singer3rd
  4. Brother4th
  5. Pfaff5th
  6. Bernina6th

Mentioned by AI

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

  • Singer5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • JUKI5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 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
  • Bernina1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pfaff1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about bobbin case brands

5 answers

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

Which bobbin case brands compete with Singer?

Singer against bobbin case brands in New Zealand, by month

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

View monthly share of searches table
MonthBerninaJanomeSingerJUKIPfaffBrother
Oct 202545.7%33.7%14.7%2.7%2.7%0.54%
Nov 202545.6%33.5%14.1%2.4%3.4%0.97%
Dec 202546.9%35.7%12.1%2.4%2.4%0.48%
Jan 202645.6%33.3%14.9%2.2%3.1%0.88%
Feb 202645.9%34.8%12.1%3.4%3.4%0.48%
Mar 202645.3%30.7%16%3.3%4.2%0.47%
Apr 202645.2%32.4%15.2%3.3%3.3%0.48%
May 202645.2%34.5%14.3%2%3.6%0.4%
Jun 202643.9%33.1%16.7%2.9%2.9%0.42%
Jul 202641.4%32.9%19.4%2.3%3.2%0.9%
Aug 202641.9%37.3%15.7%2.1%2.1%0.85%
Sep 202644.3%31%19.2%2.5%2%0.99%

  1. 1.Bernina

    44.3%

    Held 1st. 900 estimated branded searches, -9.1% vs prior month. Share +2.4 points.

  2. 2.Janome

    31%

    Held 2nd. 630 estimated branded searches, -28.4% vs prior month. Share -6.3 points.

  3. 3.Singer

    19.2%

    Held 3rd. 390 estimated branded searches, +5.4% vs prior month. Share +3.5 points.

  4. 4.JUKI

    2.5%

    Held 4th. 50 estimated branded searches, 0% vs prior month. Share +0.3 points.

  5. 5.Pfaff

    2%

    Held 5th. 40 estimated branded searches, -20% vs prior month. Share -0.1 points.

  6. 6.Brother

    0.99%

    Held 6th. 20 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Singer and its closest rivals

Every comparison with Singer

5 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Singer in New Zealand held steady at 1.4K.
  • Across the 12 months ending September 2026, Singer’s share of searches among bobbin case brands in New Zealand increased from 14.7% to 19.2%.
  • Across the 12 months ending September 2026, Singer’s share of searches among bobbin case brands in New Zealand peaked at 19.4% in July 2026 and was lowest at 12.1% in December 2025.

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

5 changes

  1. In September 2026, Singer gained share of searches among bobbin case brands in New Zealand, from 15.7% to 19.2%.

  2. In September 2026, Bernina gained share of searches among bobbin case brands in New Zealand, from 41.9% to 44.3%.

  3. In September 2026, Janome lost share of searches among bobbin case brands in New Zealand, from 37.3% to 31%.

  4. Estimated monthly branded searches for Brother in New Zealand rose 100% over 12 measured months, from 10 to 20 in September 2026.

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

How are Singer’s branded searches counted?

6 search terms

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.

  • antique singer machine
  • singer embroidery machine
  • singer machine
  • singer machine needles
  • singer overlocker
  • singer sewing machine

Do you work for Singer? 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 Singer compete?

Singer is ranked in five 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 brands3rd of 625.2%Show ranking
Bobbin case brands3rd of 619.2%Shown above
Overlock machine brands3rd of 519.7%Show ranking
Needle threader brands3rd of 320.3%Show ranking
Bobbin winder brands2nd of 436.4%Show ranking
Creator with pink hair and a pink jacket

Is Singer your brand?

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