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 19.7% of all New Zealand overlock machine brand searches, placing Singer third out of five brands. When we asked both ChatGPT and Google AI Overviews about overlock machine brands, Singer appeared in one of the five answers and was the fourth most recommended of the five.

Search and AI answers in September 2026

Singer is the third most searched of 5 competitors and the fourth most recommended in AI answers.

  1. BerninaShare of searches 45.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  2. JanomeShare of searches 31.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. SingerShare of searches 19.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. JUKIShare of searches 2.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. BrotherShare of searches 0.51%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
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Top overlock machine brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Singer was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Singer is the fourth most recommended of the five.

Most recommended by AI

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

  1. Brother1st
  2. Janome2nd
  3. JUKI3rd
  4. Singer4th
  5. Bernina5th

Mentioned by AI

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

  • JUKI5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Brother5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Janome4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bernina3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Singer1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about overlock machine brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which overlock machine brands compete with Singer?

Singer against overlock machine 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
MonthBerninaJanomeSingerJUKIBrother
Oct 202546.9%34.6%15.1%2.8%0.56%
Nov 202547.5%34.8%14.6%2.5%0.51%
Dec 202548%36.6%12.4%2.5%0.5%
Jan 202647.3%34.5%15.5%2.3%0.45%
Feb 202647.5%36%12.5%3.5%0.5%
Mar 202647.3%32%16.7%3.4%0.49%
Apr 202646.8%33.5%15.8%3.4%0.49%
May 202646.9%35.8%14.8%2.1%0.41%
Jun 202645.3%34.1%17.2%3%0.43%
Jul 202643%34.1%20.1%2.3%0.47%
Aug 202643%38.3%16.1%2.2%0.43%
Sep 202645.5%31.8%19.7%2.5%0.51%

  1. 1.Bernina

    45.5%

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

  2. 2.Janome

    31.8%

    Held 2nd. 630 estimated branded searches, -28.4% vs prior month. Share -6.4 points.

  3. 3.Singer

    19.7%

    Held 3rd. 390 estimated branded searches, +5.4% vs prior month. Share +3.6 points.

  4. 4.JUKI

    2.5%

    Held 4th. 50 estimated branded searches, 0% vs prior month. Share +0.4 points.

  5. 5.Brother

    0.51%

    Held 5th. 10 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 overlock machine brands in New Zealand increased from 15.1% to 19.7%.
  • Across the 12 months ending September 2026, Singer’s share of searches among overlock machine brands in New Zealand peaked at 20.1% in July 2026 and was lowest at 12.4% in December 2025.

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

3 changes

  1. In September 2026, Singer gained share of searches among overlock machine brands in New Zealand, from 16.1% to 19.7%.

  2. In September 2026, Bernina gained share of searches among overlock machine brands in New Zealand, from 43% to 45.5%.

  3. In September 2026, Janome lost share of searches among overlock machine brands in New Zealand, from 38.3% to 31.8%.

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%Shown above
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?

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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