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 20.3% of all New Zealand needle threader brand searches, placing Singer third out of three brands. When we asked both ChatGPT and Google AI Overviews about needle threader brands, Singer did not appear in any of the answers.

Search and AI answers in September 2026

Singer is the third most searched of 3 competitors.

  1. BerninaShare of searches 46.9%Mentioned in 1 of 5 AI answers
  2. JanomeShare of searches 32.8%Mentioned in 0 of 5 AI answers
  3. SingerShare of searches 20.3%Mentioned in 0 of 5 AI answers
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Top needle threader brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Singer did not appear in any of the five answers.

Mentioned by AI

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

  • Bernina1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Janome0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Singer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about needle threader brands

5 answers

  • Asked ChatGPT

    “Which needle threader brand should I buy in New Zealand?”

    1. Asked ChatGPT

      “What are the best needle threader brands in New Zealand?”

      1. Asked ChatGPT

        “What's the best needle threader brand in New Zealand for sewing?”

        1. Searched Google, AI Overview

          “needle threader nz”

          1. 1Bernina

        2. Searched Google, AI Overview

          “sewing needle threader”

          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 needle threader brands compete with Singer?

          Singer against needle threader brands in New Zealand, by month

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

          View monthly share of searches table
          MonthBerninaJanomeSinger
          Oct 202548.6%35.8%15.6%
          Nov 202549%35.9%15.1%
          Dec 202549.5%37.8%12.8%
          Jan 202648.6%35.5%15.9%
          Feb 202649.5%37.5%13%
          Mar 202649.2%33.3%17.4%
          Apr 202648.7%34.9%16.4%
          May 202648.1%36.7%15.2%
          Jun 202646.9%35.3%17.9%
          Jul 202644.2%35.1%20.7%
          Aug 202644.2%39.3%16.5%
          Sep 202646.9%32.8%20.3%

          1. 1.Bernina

            46.9%

            Held 1st. 900 estimated branded searches, -9.1% vs prior month. Share +2.7 points.

          2. 2.Janome

            32.8%

            Held 2nd. 630 estimated branded searches, -28.4% vs prior month. Share -6.5 points.

          3. 3.Singer

            20.3%

            Held 3rd. 390 estimated branded searches, +5.4% vs prior month. Share +3.8 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 needle threader brands in New Zealand increased from 15.6% to 20.3%.
          • Across the 12 months ending September 2026, Singer’s share of searches among needle threader brands in New Zealand peaked at 20.7% in July 2026 and was lowest at 12.8% in December 2025.

          How did search popularity change for New Zealand needle threader brands in September 2026?

          3 changes

          1. In September 2026, Singer gained share of searches among needle threader brands in New Zealand, from 16.5% to 20.3%.

          2. In September 2026, Bernina gained share of searches among needle threader brands in New Zealand, from 44.2% to 46.9%.

          3. In September 2026, Janome lost share of searches among needle threader brands in New Zealand, from 39.3% to 32.8%.

          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%Show ranking
          Overlock machine brands3rd of 519.7%Show ranking
          Needle threader brands3rd of 320.3%Shown above
          Bobbin winder brands2nd of 436.4%Show ranking
          Creator with pink hair and a pink jacket

          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.

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