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 36.4% of all New Zealand bobbin winder brand searches, placing Singer second out of four brands. When we asked both ChatGPT and Google AI Overviews about bobbin winder brands, Singer appeared in four of the five answers and was the most recommended of the four.
Singer is the second most searched of 4 competitors and the most recommended in AI answers.
JanomeShare of searches 58.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
SingerShare of searches 36.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
PfaffShare of searches 3.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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, Singer was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Singer is the most recommended of the four.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about bobbin winder brands
5 answers
Asked ChatGPT
“Which bobbin winder brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best bobbin winder brands in New Zealand?”
Asked ChatGPT
“What's the best bobbin winder brand in New Zealand for a sewing machine repair?”
Searched Google, AI Overview
“best bobbin winder”
Searched Google, AI Overview
“sewing machine bobbin winder”
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 Singer?
Share of searches by month for Janome, Singer, Pfaff. The figures are in the table below the chart.
View monthly share of searches table
| Month | Janome | Singer | Pfaff | Brother |
|---|---|---|---|---|
| Oct 2025 | 65.3% | 28.4% | 5.3% | 1.1% |
| Nov 2025 | 65.1% | 27.4% | 6.6% | 0.94% |
| Dec 2025 | 70.5% | 23.8% | 4.8% | 0.95% |
| Jan 2026 | 64.4% | 28.8% | 5.9% | 0.85% |
| Feb 2026 | 68.6% | 23.8% | 6.7% | 0.95% |
| Mar 2026 | 59.6% | 31.2% | 8.3% | 0.92% |
| Apr 2026 | 63% | 29.6% | 6.5% | 0.93% |
| May 2026 | 65.9% | 27.3% | 6.8% | 0% |
| Jun 2026 | 62.2% | 31.5% | 5.5% | 0.79% |
| Jul 2026 | 58.9% | 34.7% | 5.6% | 0.81% |
| Aug 2026 | 67.2% | 28.2% | 3.8% | 0.76% |
| Sep 2026 | 58.9% | 36.4% | 3.7% | 0.93% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 58.9% | 630 | -28.4% | -8.3 points | |
| 2, held 2nd | 36.4% | 390 | +5.4% | +8.2 points | |
| 3, held 3rd | 3.7% | 40 | -20% | -0.1 points | |
| 4, held 4th | 0.93% | 10 | 0% | +0.2 points |
1.
Janome58.9%
Held 1st. 630 estimated branded searches, -28.4% vs prior month. Share -8.3 points.
2.
Singer36.4%
Held 2nd. 390 estimated branded searches, +5.4% vs prior month. Share +8.2 points.
3.
Pfaff3.7%
Held 3rd. 40 estimated branded searches, -20% vs prior month. Share -0.1 points.
4.
Brother0.93%
Held 4th. 10 estimated branded searches, 0% vs prior month. Share +0.2 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 winder brands in New Zealand increased from 28.4% to 36.4%.
- Across the 12 months ending September 2026, Singer’s share of searches among bobbin winder brands in New Zealand peaked at 36.4% in September 2026 and was lowest at 23.8% in December 2025.
How did search popularity change for New Zealand bobbin winder brands in September 2026?
3 changes
In September 2026, Singer gained share of searches among bobbin winder brands in New Zealand, from 28.2% to 36.4%.
In September 2026, Janome lost share of searches among bobbin winder brands in New Zealand, from 67.2% to 58.9%.
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.
Where does Singer compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Sewing machine brands | 3rd of 6 | 25.2% | Show ranking |
| Bobbin case brands | 3rd of 6 | 19.2% | Show ranking |
| Overlock machine brands | 3rd of 5 | 19.7% | Show ranking |
| Needle threader brands | 3rd of 3 | 20.3% | Show ranking |
| Bobbin winder brands | 2nd of 4 | 36.4% | Shown above |
Is Singer your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.