Brother vs Pfaff:Which is more popular?
In September 2026, Pfaff had more branded searches than Brother among bobbin winder brands in New Zealand. Pfaff had about 40 branded searches, while Brother had 10. Pfaff made up 3.7% of all bobbin winder brand searches we track, and Brother accounted for 0.93%. When we asked ChatGPT and Google AI Overviews about bobbin winder brands, Brother appeared in four of the five answers and Pfaff in none.
Who do people search for more?
Pfaff, about 4 searches for every 1 for Brother
Who does AI mention more?
Brother, mentioned in 4 of 5 answers, Pfaff in 0
Who does AI recommend more?
Brother, the only one of the two named
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Top bobbin winder brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Brother was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Pfaff did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about bobbin winder brands
5 answers
Asked ChatGPT
“Which bobbin winder brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best bobbin winder brands in New Zealand?”
Asked ChatGPT
“What's the best bobbin winder brand in New Zealand for a sewing machine repair?”
Searched Google, AI Overview
“best bobbin winder”
Searched Google, AI Overview
“sewing machine bobbin winder”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Brother or Pfaff more popular in search?
This chart shows how often people search Google for Brother and Pfaff by name. Each line represents a brand's share of searches for all four bobbin winder brands we track, month by month, from searches in New Zealand.
Share of searches by month for Pfaff, Brother. The figures are in the table below the chart.
View monthly share of searches table
| Month | Janome | Singer | Pfaff | Brother |
|---|---|---|---|---|
| Oct 2025 | 65.3% | 28.4% | 5.3% | 1.1% |
| Nov 2025 | 65.1% | 27.4% | 6.6% | 0.94% |
| Dec 2025 | 70.5% | 23.8% | 4.8% | 0.95% |
| Jan 2026 | 64.4% | 28.8% | 5.9% | 0.85% |
| Feb 2026 | 68.6% | 23.8% | 6.7% | 0.95% |
| Mar 2026 | 59.6% | 31.2% | 8.3% | 0.92% |
| Apr 2026 | 63% | 29.6% | 6.5% | 0.93% |
| May 2026 | 65.9% | 27.3% | 6.8% | 0% |
| Jun 2026 | 62.2% | 31.5% | 5.5% | 0.79% |
| Jul 2026 | 58.9% | 34.7% | 5.6% | 0.81% |
| Aug 2026 | 67.2% | 28.2% | 3.8% | 0.76% |
| Sep 2026 | 58.9% | 36.4% | 3.7% | 0.93% |
How has the Brother and Pfaff comparison changed over the last 12 months?
3 findings
- Pfaff was ahead of Brother in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Brother’s share of searches among bobbin winder brands in New Zealand moved from 1.1% to 0.93%, and its estimated monthly branded searches held steady at 10.
- Across the 12 months ending September 2026, Pfaff’s share of searches among bobbin winder brands in New Zealand moved from 5.3% to 3.7%, and its estimated monthly branded searches moved from 50 to 40.
How did search popularity change for New Zealand bobbin winder brands in September 2026?
1 change
Estimated monthly branded searches for Pfaff in New Zealand fell 20% over 12 measured months, from 50 to 40 in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Brother’s and Pfaff’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among bobbin winder brands
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