---
title: "Bobbin winder brands in New Zealand: Which are searched most?"
description: "Compare the bobbin winder brands people buy. Share of Search among Janome, Singer, Pfaff and Brother, the bobbin winder 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-winder-brands"
publisher: "Brandwave"
---

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

Compare the bobbin winder brands people buy. Share of Search among Janome, Singer, Pfaff and Brother, the bobbin winder 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 winder brands
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Sep 2026
- **Highest Share of Search**: Janome, 58.9%

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

- In September 2026, Janome was the most searched among bobbin winder brands in New Zealand, with an estimated 630 branded searches, 58.9% of all searches for the four we track.
- Singer is in 2nd place, 22.4 percentage points behind at 36.4%.
- Across the 12 months ending September 2026, Janome’s share of searches among bobbin winder brands in New Zealand decreased from 65.3% to 58.9%.
- 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, Pfaff’s share of searches among bobbin winder brands in New Zealand decreased from 5.3% to 3.7%.
- Across the 12 months ending September 2026, Janome’s share of searches among bobbin winder brands in New Zealand peaked at 70.5% in December 2025 and was lowest at 58.9% in July 2026.
- 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.
- Across the 12 months ending September 2026, Pfaff’s share of searches among bobbin winder brands in New Zealand peaked at 8.3% in March 2026 and was lowest at 3.7% in September 2026.
- Across the 12 months ending September 2026, Brother’s share of searches among bobbin winder brands in New Zealand peaked at 1.1% in October 2025 and was lowest at 0% in May 2026.
- Across the 12 months ending September 2026, Brother held steady: its share of searches among bobbin winder brands in New Zealand moved less than 0.5 percentage points.

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

In Brandwave's three ChatGPT questions and two Google AI Overviews, Singer and Brother were mentioned most often, in four of the five answers. Singer was recommended most often, coming first in both answers that gave a list. Brother was second, and Janome was third. Pfaff, which ranked third in searches, was not mentioned at all.

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 |
| --- | --- | --- | --- | --- |
| Singer | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Brother | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Janome | 3rd | 3 of 3 | 0 of 2 | 3 of 5 |
| Pfaff | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about bobbin winder brands

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

Not named in any answer: Pfaff.

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

- [Janome vs Singer: compare search popularity](/demand/nz/compare/janome-vs-singer): 58.9% against 36.4% Share of Search.
- [Janome vs Pfaff: compare search popularity](/demand/nz/compare/janome-vs-pfaff): 58.9% against 3.7% Share of Search.
- [Singer vs Pfaff: compare search popularity](/demand/nz/compare/pfaff-vs-singer): 36.4% against 3.7% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Janome | 58.9% | 630 | -28.4% | Janome |
| 2 | Singer | 36.4% | 390 | +5.4% | Singer |
| 3 | Pfaff | 3.7% | 40 | -20.0% | Pfaff |
| 4 | Brother | 0.93% | 10 | 0.0% | Brother |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Janome | 620 | 65.3% | 1 |
| Oct 2025 | Singer | 270 | 28.4% | 2 |
| Oct 2025 | Pfaff | 50 | 5.3% | 3 |
| Oct 2025 | Brother | 10 | 1.1% | 4 |
| Nov 2025 | Janome | 690 | 65.1% | 1 |
| Nov 2025 | Singer | 290 | 27.4% | 2 |
| Nov 2025 | Pfaff | 70 | 6.6% | 3 |
| Nov 2025 | Brother | 10 | 0.94% | 4 |
| Dec 2025 | Janome | 740 | 70.5% | 1 |
| Dec 2025 | Singer | 250 | 23.8% | 2 |
| Dec 2025 | Pfaff | 50 | 4.8% | 3 |
| Dec 2025 | Brother | 10 | 0.95% | 4 |
| Jan 2026 | Janome | 760 | 64.4% | 1 |
| Jan 2026 | Singer | 340 | 28.8% | 2 |
| Jan 2026 | Pfaff | 70 | 5.9% | 3 |
| Jan 2026 | Brother | 10 | 0.85% | 4 |
| Feb 2026 | Janome | 720 | 68.6% | 1 |
| Feb 2026 | Singer | 250 | 23.8% | 2 |
| Feb 2026 | Pfaff | 70 | 6.7% | 3 |
| Feb 2026 | Brother | 10 | 0.95% | 4 |
| Mar 2026 | Janome | 650 | 59.6% | 1 |
| Mar 2026 | Singer | 340 | 31.2% | 2 |
| Mar 2026 | Pfaff | 90 | 8.3% | 3 |
| Mar 2026 | Brother | 10 | 0.92% | 4 |
| Apr 2026 | Janome | 680 | 63% | 1 |
| Apr 2026 | Singer | 320 | 29.6% | 2 |
| Apr 2026 | Pfaff | 70 | 6.5% | 3 |
| Apr 2026 | Brother | 10 | 0.93% | 4 |
| May 2026 | Janome | 870 | 65.9% | 1 |
| May 2026 | Singer | 360 | 27.3% | 2 |
| May 2026 | Pfaff | 90 | 6.8% | 3 |
| May 2026 | Brother | 0 | 0% | 4 |
| Jun 2026 | Janome | 790 | 62.2% | 1 |
| Jun 2026 | Singer | 400 | 31.5% | 2 |
| Jun 2026 | Pfaff | 70 | 5.5% | 3 |
| Jun 2026 | Brother | 10 | 0.79% | 4 |
| Jul 2026 | Janome | 730 | 58.9% | 1 |
| Jul 2026 | Singer | 430 | 34.7% | 2 |
| Jul 2026 | Pfaff | 70 | 5.6% | 3 |
| Jul 2026 | Brother | 10 | 0.81% | 4 |
| Aug 2026 | Janome | 880 | 67.2% | 1 |
| Aug 2026 | Singer | 370 | 28.2% | 2 |
| Aug 2026 | Pfaff | 50 | 3.8% | 3 |
| Aug 2026 | Brother | 10 | 0.76% | 4 |
| Sep 2026 | Janome | 630 | 58.9% | 1 |
| Sep 2026 | Singer | 390 | 36.4% | 2 |
| Sep 2026 | Pfaff | 40 | 3.7% | 3 |
| Sep 2026 | Brother | 10 | 0.93% | 4 |

## What is being compared

- **Brother**: Measured on the search term “brother bobbin winder”.
- **Janome**: Measured on the search terms “janome”, “janome bobbins”, “janome company”, “janome mc” and “janome walking foot”, summed into one figure.
- **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.

- [Brother](/demand/nz/brands/brother)
- [Janome](/demand/nz/brands/janome)
- [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 winder brands in New Zealand?

In September 2026, Janome was the most searched among bobbin winder brands in New Zealand, with an estimated 630 branded searches, 58.9% of all searches for the four we track.

## Cite this page

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

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