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 25.2% of all New Zealand sewing machine brand searches, placing Singer third out of six brands. When we asked both ChatGPT and Google AI Overviews about sewing machine brands, Singer appeared in two of the five 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 30.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. Brother SewingShare of searches 27.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  3. SingerShare of searches 25.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. JanomeShare of searches 12.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. PfaffShare of searches 3.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top sewing machine brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Singer was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. 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. Janome1st
  2. Bernina2nd
  3. Singer3rd
  4. JUKI4th
  5. Brother Sewing5th
  6. Pfaff–

Mentioned by AI

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

  • Bernina4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Janome4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Brother Sewing2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Singer2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • JUKI2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pfaff0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sewing machine brands

5 answers

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 sewing machine brands compete with Singer?

Singer against sewing machine brands in New Zealand, by month

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

View monthly share of searches table
MonthBerninaBrother SewingSingerJanomePfaffJUKI
Oct 202531.9%22.8%26.9%14.2%3.2%1%
Nov 202533.3%22.5%24.3%15.4%3.6%0.99%
Dec 202530%27.1%23.1%15.5%3.4%0.95%
Jan 202630.7%25%24.5%14.9%4%0.86%
Feb 202629.5%24.5%27.8%13.9%3.1%1.2%
Mar 202624.7%20.9%40.1%10.1%3.2%1%
Apr 202622.7%19.5%44%10.2%2.7%0.94%
May 202626.2%24.3%31.9%13.1%3.9%0.69%
Jun 202631.2%25.5%23.2%14.9%4%1.2%
Jul 202627.7%24.7%29.5%13.6%3.6%0.83%
Aug 202632.6%24.9%22.3%16.2%3.1%0.86%
Sep 202630.6%27.2%25.2%12.9%3.2%0.93%

  1. 1.Bernina

    30.6%

    Held 1st. 1.6K estimated branded searches, -13.7% vs prior month. Share -2 points.

  2. 2.Brother Sewing

    27.2%

    Held 2nd. 1.5K estimated branded searches, +0.69% vs prior month. Share +2.3 points.

  3. 3.Singer

    25.2%

    Held 3rd. 1.4K estimated branded searches, +3.8% vs prior month. Share +2.8 points.

  4. 4.Janome

    12.9%

    Held 4th. 690 estimated branded searches, -26.6% vs prior month. Share -3.3 points.

  5. 5.Pfaff

    3.2%

    Held 5th. 170 estimated branded searches, -5.6% vs prior month. Share +0.1 points.

  6. 6.JUKI

    0.93%

    Held 6th. 50 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?

4 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 sewing machine brands in New Zealand decreased from 26.9% to 25.2%.
  • Across the 12 months ending September 2026, Singer’s share of searches among sewing machine brands in New Zealand peaked at 44% in April 2026 and was lowest at 22.3% in August 2026.
  • Across the 12 months ending September 2026, Singer fell from 2nd to 3rd among sewing machine brands in New Zealand.

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

4 changes

  1. In September 2026, Singer gained share of searches among sewing machine brands in New Zealand, from 22.3% to 25.2%.

  2. In September 2026, Brother Sewing gained share of searches among sewing machine brands in New Zealand, from 24.9% to 27.2%.

  3. In September 2026, Janome lost share of searches among sewing machine brands in New Zealand, from 16.2% to 12.9%.

  4. In September 2026, Bernina lost share of searches among sewing machine brands in New Zealand, from 32.6% to 30.6%.

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%Shown above
Bobbin case brands3rd of 619.2%Show ranking
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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