---
title: "Needle threader brands in New Zealand: Which are searched most?"
description: "Compare the needle threader brands people buy. Share of Search among Bernina, Janome and Singer, the needle threader 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-needle-threader-brands"
publisher: "Brandwave"
---

# Needle threader brands in New Zealand: Which are searched most?

Compare the needle threader brands people buy. Share of Search among Bernina, Janome and Singer, the needle threader 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**: Needle threader brands
- **Market**: New Zealand
- **Brands compared**: 3
- **Month measured**: Sep 2026
- **Highest Share of Search**: Bernina, 46.9%

## Which brand is most popular in search among needle threader brands in New Zealand?

- In September 2026, Bernina was the most searched among needle threader brands in New Zealand, with an estimated 900 branded searches, 46.9% of all searches for the three we track.
- Janome is in 2nd place, 14.1 percentage points behind at 32.8%.
- Across the 12 months ending September 2026, Bernina’s share of searches among needle threader brands in New Zealand decreased from 48.6% to 46.9%.
- Across the 12 months ending September 2026, Janome’s share of searches among needle threader brands in New Zealand decreased from 35.8% to 32.8%.
- Across the 12 months ending September 2026, Singer’s share of searches among needle threader brands in New Zealand increased from 15.6% to 20.3%.
- Across the 12 months ending September 2026, Bernina’s share of searches among needle threader brands in New Zealand peaked at 49.5% in December 2025 and was lowest at 44.2% in August 2026.
- Across the 12 months ending September 2026, Janome’s share of searches among needle threader brands in New Zealand peaked at 39.3% in August 2026 and was lowest at 32.8% in September 2026.
- Across the 12 months ending September 2026, Singer’s share of searches among needle threader brands in New Zealand peaked at 20.7% in July 2026 and was lowest at 12.8% in December 2025.

## Top needle threader brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Bernina was mentioned most often, in one of the five answers. Janome, which ranked second in searches, was not mentioned at all.

Too few answers listed options to rank the brands, so only mentions are counted.

| Brand | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- |
| Bernina | 0 of 3 | 1 of 2 | 1 of 5 |
| Janome | 0 of 3 | 0 of 2 | 0 of 5 |
| Singer | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about needle threader brands

- Asked ChatGPT "Which needle threader brand should I buy in New Zealand?": named none of the brands we track
- Asked ChatGPT "What are the best needle threader brands in New Zealand?": named none of the brands we track
- Asked ChatGPT "What's the best needle threader brand in New Zealand for sewing?": named none of the brands we track
- Searched Google, AI Overview "needle threader nz": 1. Bernina
- Searched Google, AI Overview "sewing needle threader": named none of the brands we track

Not named in any answer: Janome and Singer.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Bernina vs Janome: compare search popularity](/demand/nz/compare/bernina-vs-janome): 46.9% against 32.8% Share of Search.
- [Bernina vs Singer: compare search popularity](/demand/nz/compare/bernina-vs-singer): 46.9% against 20.3% Share of Search.
- [Janome vs Singer: compare search popularity](/demand/nz/compare/janome-vs-singer): 32.8% against 20.3% Share of Search.

## How did search popularity change for New Zealand needle threader brands in September 2026?

- In September 2026, Singer gained share of searches among needle threader brands in New Zealand, from 16.5% to 20.3%.
- In September 2026, Bernina gained share of searches among needle threader brands in New Zealand, from 44.2% to 46.9%.
- In September 2026, Janome lost share of searches among needle threader brands in New Zealand, from 39.3% to 32.8%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Bernina | 46.9% | 900 | -9.1% | Bernina |
| 2 | Janome | 32.8% | 630 | -28.4% | Janome |
| 3 | Singer | 20.3% | 390 | +5.4% | Singer |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Bernina | 840 | 48.6% | 1 |
| Oct 2025 | Janome | 620 | 35.8% | 2 |
| Oct 2025 | Singer | 270 | 15.6% | 3 |
| Nov 2025 | Bernina | 940 | 49% | 1 |
| Nov 2025 | Janome | 690 | 35.9% | 2 |
| Nov 2025 | Singer | 290 | 15.1% | 3 |
| Dec 2025 | Bernina | 970 | 49.5% | 1 |
| Dec 2025 | Janome | 740 | 37.8% | 2 |
| Dec 2025 | Singer | 250 | 12.8% | 3 |
| Jan 2026 | Bernina | 1K | 48.6% | 1 |
| Jan 2026 | Janome | 760 | 35.5% | 2 |
| Jan 2026 | Singer | 340 | 15.9% | 3 |
| Feb 2026 | Bernina | 950 | 49.5% | 1 |
| Feb 2026 | Janome | 720 | 37.5% | 2 |
| Feb 2026 | Singer | 250 | 13% | 3 |
| Mar 2026 | Bernina | 960 | 49.2% | 1 |
| Mar 2026 | Janome | 650 | 33.3% | 2 |
| Mar 2026 | Singer | 340 | 17.4% | 3 |
| Apr 2026 | Bernina | 950 | 48.7% | 1 |
| Apr 2026 | Janome | 680 | 34.9% | 2 |
| Apr 2026 | Singer | 320 | 16.4% | 3 |
| May 2026 | Bernina | 1.1K | 48.1% | 1 |
| May 2026 | Janome | 870 | 36.7% | 2 |
| May 2026 | Singer | 360 | 15.2% | 3 |
| Jun 2026 | Bernina | 1.1K | 46.9% | 1 |
| Jun 2026 | Janome | 790 | 35.3% | 2 |
| Jun 2026 | Singer | 400 | 17.9% | 3 |
| Jul 2026 | Bernina | 920 | 44.2% | 1 |
| Jul 2026 | Janome | 730 | 35.1% | 2 |
| Jul 2026 | Singer | 430 | 20.7% | 3 |
| Aug 2026 | Bernina | 990 | 44.2% | 1 |
| Aug 2026 | Janome | 880 | 39.3% | 2 |
| Aug 2026 | Singer | 370 | 16.5% | 3 |
| Sep 2026 | Bernina | 900 | 46.9% | 1 |
| Sep 2026 | Janome | 630 | 32.8% | 2 |
| Sep 2026 | Singer | 390 | 20.3% | 3 |

## 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.
- **Janome**: Measured on the search terms “janome”, “janome bobbins”, “janome company”, “janome mc” and “janome walking foot”, summed into one figure.
- **Singer**: Measured on the search terms “antique singer machine”, “singer machine” and “singer machine needles”, summed into one figure.

- [Bernina](/demand/nz/brands/bernina)
- [Janome](/demand/nz/brands/janome)
- [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 needle threader brands in New Zealand?

In September 2026, Bernina was the most searched among needle threader brands in New Zealand, with an estimated 900 branded searches, 46.9% of all searches for the three we track.

## Cite this page

Brandwave. "Needle threader brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-needle-threader-brands

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