---
title: "Bobbin case brands in New Zealand: Which are searched most?"
description: "Compare the bobbin case brands people buy. Share of Search among Bernina, Janome, Singer, JUKI, Pfaff and Brother, the bobbin case brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-bobbin-case-brands"
publisher: "Brandwave"
---

# Bobbin case brands in New Zealand: Which are searched most?

Compare the bobbin case brands people buy. Share of Search among Bernina, Janome, Singer, JUKI, Pfaff and Brother, the bobbin case brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Bobbin case brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Bernina, 44.3%

## Which brand is most popular in search among bobbin case brands in New Zealand?

- In September 2026, Bernina was the most searched among bobbin case brands in New Zealand, with an estimated 900 branded searches, 44.3% of all searches for the six we track.
- Janome is in 2nd place, 13.3 percentage points behind at 31%.
- Across the 12 months ending September 2026, Bernina’s share of searches among bobbin case brands in New Zealand decreased from 45.7% to 44.3%.
- Across the 12 months ending September 2026, Janome’s share of searches among bobbin case brands in New Zealand decreased from 33.7% to 31%.
- 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, Pfaff’s share of searches among bobbin case brands in New Zealand decreased from 2.7% to 2%.
- Across the 12 months ending September 2026, Bernina’s share of searches among bobbin case brands in New Zealand peaked at 46.9% in December 2025 and was lowest at 41.4% in July 2026.
- Across the 12 months ending September 2026, Janome’s share of searches among bobbin case brands in New Zealand peaked at 37.3% in August 2026 and was lowest at 30.7% in March 2026.
- 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.
- Across the 12 months ending September 2026, JUKI’s share of searches among bobbin case brands in New Zealand peaked at 3.4% in February 2026 and was lowest at 2% in May 2026.
- Across the 12 months ending September 2026, Pfaff’s share of searches among bobbin case brands in New Zealand peaked at 4.2% in March 2026 and was lowest at 2% in September 2026.
- Across the 12 months ending September 2026, JUKI and Brother held steady: their share of searches among bobbin case brands in New Zealand each moved less than 0.5 percentage points.

## Top bobbin case brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Singer and JUKI appeared every time. JUKI was recommended most often, though no answer put it first. Janome was second, and Singer was third.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| JUKI | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Janome | 2nd | 3 of 3 | 0 of 2 | 3 of 5 |
| Singer | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Brother | 4th | 3 of 3 | 1 of 2 | 4 of 5 |
| Pfaff | 5th | 0 of 3 | 1 of 2 | 1 of 5 |
| Bernina | 6th | 1 of 3 | 0 of 2 | 1 of 5 |

## Every AI answer about bobbin case brands

- Asked ChatGPT "Which bobbin case brand should I buy in New Zealand?": 1. Janome, 2. Brother, 3. JUKI, 4. Singer
- Asked ChatGPT "What are the best bobbin case brands in New Zealand?": 1. Janome, 2. Brother, 3. JUKI, 4. Singer, 5. Bernina
- Asked ChatGPT "What's the best bobbin case brand in New Zealand for a sewing machine repair?": 1. Janome, 2. JUKI, 3. Brother, 4. Singer
- Searched Google, AI Overview "sewing machine bobbin case": 1. Singer, 2. JUKI, 3. Brother, 4. Pfaff
- Searched Google, AI Overview "sewing bobbin case": 1. Singer, 2. JUKI

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026.

## Compare search popularity between leading brands

- [Bernina vs Janome: compare search popularity](/demand/nz/compare/bernina-vs-janome): 44.3% against 31% Share of Search.
- [Bernina vs Singer: compare search popularity](/demand/nz/compare/bernina-vs-singer): 44.3% against 19.2% Share of Search.
- [Bernina vs JUKI: compare search popularity](/demand/nz/compare/bernina-vs-juki): 44.3% against 2.5% Share of Search.
- [Janome vs Singer: compare search popularity](/demand/nz/compare/janome-vs-singer): 31% against 19.2% Share of Search.
- [Janome vs JUKI: compare search popularity](/demand/nz/compare/janome-vs-juki): 31% against 2.5% Share of Search.
- [Singer vs JUKI: compare search popularity](/demand/nz/compare/juki-vs-singer): 19.2% against 2.5% Share of Search.

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

- In September 2026, Singer gained share of searches among bobbin case brands in New Zealand, from 15.7% to 19.2%.
- In September 2026, Bernina gained share of searches among bobbin case brands in New Zealand, from 41.9% to 44.3%.
- In September 2026, Janome lost share of searches among bobbin case brands in New Zealand, from 37.3% to 31%.
- Estimated monthly branded searches for Brother in New Zealand rose 100% over 12 measured months, from 10 to 20 in September 2026.
- Estimated monthly branded searches for Pfaff in New Zealand fell 20% over 12 measured months, from 50 to 40 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Bernina | 44.3% | 900 | -9.1% | Bernina |
| 2 | Janome | 31% | 630 | -28.4% | Janome |
| 3 | Singer | 19.2% | 390 | +5.4% | Singer |
| 4 | JUKI | 2.5% | 50 | 0.0% | JUKI |
| 5 | Pfaff | 2% | 40 | -20.0% | Pfaff |
| 6 | Brother | 0.99% | 20 | 0.0% | Brother |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Bernina | 840 | 45.7% | 1 |
| Oct 2025 | Janome | 620 | 33.7% | 2 |
| Oct 2025 | Singer | 270 | 14.7% | 3 |
| Oct 2025 | JUKI | 50 | 2.7% | 4 |
| Oct 2025 | Pfaff | 50 | 2.7% | 5 |
| Oct 2025 | Brother | 10 | 0.54% | 6 |
| Nov 2025 | Bernina | 940 | 45.6% | 1 |
| Nov 2025 | Janome | 690 | 33.5% | 2 |
| Nov 2025 | Singer | 290 | 14.1% | 3 |
| Nov 2025 | Pfaff | 70 | 3.4% | 4 |
| Nov 2025 | JUKI | 50 | 2.4% | 5 |
| Nov 2025 | Brother | 20 | 0.97% | 6 |
| Dec 2025 | Bernina | 970 | 46.9% | 1 |
| Dec 2025 | Janome | 740 | 35.7% | 2 |
| Dec 2025 | Singer | 250 | 12.1% | 3 |
| Dec 2025 | JUKI | 50 | 2.4% | 4 |
| Dec 2025 | Pfaff | 50 | 2.4% | 5 |
| Dec 2025 | Brother | 10 | 0.48% | 6 |
| Jan 2026 | Bernina | 1K | 45.6% | 1 |
| Jan 2026 | Janome | 760 | 33.3% | 2 |
| Jan 2026 | Singer | 340 | 14.9% | 3 |
| Jan 2026 | Pfaff | 70 | 3.1% | 4 |
| Jan 2026 | JUKI | 50 | 2.2% | 5 |
| Jan 2026 | Brother | 20 | 0.88% | 6 |
| Feb 2026 | Bernina | 950 | 45.9% | 1 |
| Feb 2026 | Janome | 720 | 34.8% | 2 |
| Feb 2026 | Singer | 250 | 12.1% | 3 |
| Feb 2026 | JUKI | 70 | 3.4% | 4 |
| Feb 2026 | Pfaff | 70 | 3.4% | 5 |
| Feb 2026 | Brother | 10 | 0.48% | 6 |
| Mar 2026 | Bernina | 960 | 45.3% | 1 |
| Mar 2026 | Janome | 650 | 30.7% | 2 |
| Mar 2026 | Singer | 340 | 16% | 3 |
| Mar 2026 | Pfaff | 90 | 4.2% | 4 |
| Mar 2026 | JUKI | 70 | 3.3% | 5 |
| Mar 2026 | Brother | 10 | 0.47% | 6 |
| Apr 2026 | Bernina | 950 | 45.2% | 1 |
| Apr 2026 | Janome | 680 | 32.4% | 2 |
| Apr 2026 | Singer | 320 | 15.2% | 3 |
| Apr 2026 | JUKI | 70 | 3.3% | 4 |
| Apr 2026 | Pfaff | 70 | 3.3% | 5 |
| Apr 2026 | Brother | 10 | 0.48% | 6 |
| May 2026 | Bernina | 1.1K | 45.2% | 1 |
| May 2026 | Janome | 870 | 34.5% | 2 |
| May 2026 | Singer | 360 | 14.3% | 3 |
| May 2026 | Pfaff | 90 | 3.6% | 4 |
| May 2026 | JUKI | 50 | 2% | 5 |
| May 2026 | Brother | 10 | 0.4% | 6 |
| Jun 2026 | Bernina | 1.1K | 43.9% | 1 |
| Jun 2026 | Janome | 790 | 33.1% | 2 |
| Jun 2026 | Singer | 400 | 16.7% | 3 |
| Jun 2026 | JUKI | 70 | 2.9% | 4 |
| Jun 2026 | Pfaff | 70 | 2.9% | 5 |
| Jun 2026 | Brother | 10 | 0.42% | 6 |
| Jul 2026 | Bernina | 920 | 41.4% | 1 |
| Jul 2026 | Janome | 730 | 32.9% | 2 |
| Jul 2026 | Singer | 430 | 19.4% | 3 |
| Jul 2026 | Pfaff | 70 | 3.2% | 4 |
| Jul 2026 | JUKI | 50 | 2.3% | 5 |
| Jul 2026 | Brother | 20 | 0.9% | 6 |
| Aug 2026 | Bernina | 990 | 41.9% | 1 |
| Aug 2026 | Janome | 880 | 37.3% | 2 |
| Aug 2026 | Singer | 370 | 15.7% | 3 |
| Aug 2026 | JUKI | 50 | 2.1% | 4 |
| Aug 2026 | Pfaff | 50 | 2.1% | 5 |
| Aug 2026 | Brother | 20 | 0.85% | 6 |
| Sep 2026 | Bernina | 900 | 44.3% | 1 |
| Sep 2026 | Janome | 630 | 31% | 2 |
| Sep 2026 | Singer | 390 | 19.2% | 3 |
| Sep 2026 | JUKI | 50 | 2.5% | 4 |
| Sep 2026 | Pfaff | 40 | 2% | 5 |
| Sep 2026 | Brother | 20 | 0.99% | 6 |

## What is being compared

- **Bernina**: Measured on the search terms “bernina”, “bernina 1008”, “bernina 830”, “bernina bobbins”, “bernina foot”, “bernina northland”, “bernina serger” and “bernina walking foot”, summed into one figure.
- **Brother**: Measured on the search term “brother bobbin case”.
- **Janome**: Measured on the search terms “janome”, “janome bobbins”, “janome company”, “janome mc” and “janome walking foot”, summed into one figure.
- **JUKI**: Measured on the search term “juki”.
- **Pfaff**: Measured on the search term “pfaff”.
- **Singer**: Measured on the search terms “antique singer machine”, “singer machine” and “singer machine needles”, summed into one figure.

- [Bernina](/demand/nz/brands/bernina)
- [Brother](/demand/nz/brands/brother)
- [Janome](/demand/nz/brands/janome)
- [JUKI](/demand/nz/brands/juki)
- [Pfaff](/demand/nz/brands/pfaff)
- [Singer](/demand/nz/brands/singer)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among bobbin case brands in New Zealand?

In September 2026, Bernina was the most searched among bobbin case brands in New Zealand, with an estimated 900 branded searches, 44.3% of all searches for the six we track.

## Cite this page

Brandwave. "Bobbin case brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-bobbin-case-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-bobbin-case-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.