Bernina vs Singer:Which is more popular?
In September 2026, Bernina had more branded searches than Singer among needle threader brands in New Zealand. Bernina had about 900 branded searches, while Singer had 390. Bernina made up 46.9% of all needle threader brand searches we track, and Singer accounted for 20.3%. When we asked ChatGPT and Google AI Overviews about needle threader brands, Bernina appeared in one of the five answers and Singer in none.
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Top needle threader brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bernina was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Singer did not appear in any of the five answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about needle threader brands
5 answers
Asked ChatGPT
“Which needle threader brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best needle threader brands in New Zealand?”
Asked ChatGPT
“What's the best needle threader brand in New Zealand for sewing?”
Searched Google, AI Overview
“needle threader nz”
Searched Google, AI Overview
“sewing needle threader”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Bernina or Singer more popular in search?
This chart shows how often people search Google for Bernina and Singer by name. Each line represents a brand's share of searches for all three needle threader brands we track, month by month, from searches in New Zealand.
Share of searches by month for Bernina, Singer. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bernina | Janome | Singer |
|---|---|---|---|
| Oct 2025 | 48.6% | 35.8% | 15.6% |
| Nov 2025 | 49% | 35.9% | 15.1% |
| Dec 2025 | 49.5% | 37.8% | 12.8% |
| Jan 2026 | 48.6% | 35.5% | 15.9% |
| Feb 2026 | 49.5% | 37.5% | 13% |
| Mar 2026 | 49.2% | 33.3% | 17.4% |
| Apr 2026 | 48.7% | 34.9% | 16.4% |
| May 2026 | 48.1% | 36.7% | 15.2% |
| Jun 2026 | 46.9% | 35.3% | 17.9% |
| Jul 2026 | 44.2% | 35.1% | 20.7% |
| Aug 2026 | 44.2% | 39.3% | 16.5% |
| Sep 2026 | 46.9% | 32.8% | 20.3% |
How has the Bernina and Singer comparison changed over the last 12 months?
3 findings
- Bernina was ahead of Singer in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bernina’s share of searches among needle threader brands in New Zealand moved from 48.6% to 46.9%, and its estimated monthly branded searches moved from 840 to 900.
- Across the 12 months ending September 2026, Singer’s share of searches among needle threader brands in New Zealand moved from 15.6% to 20.3%, and its estimated monthly branded searches moved from 270 to 390.
How did search popularity change for New Zealand needle threader brands in September 2026?
2 changes
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%.
How are branded searches counted?
11 search terms
Brandwave collects information about searches that people make online using Bernina’s and Singer’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 needle threader brands
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