--- title: "Bernina vs Singer: Which is searched more in New Zealand?" description: "Is Bernina or Singer more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Needle threader brands set in New Zealand. 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/compare/bernina-vs-singer" publisher: "Brandwave" --- # Bernina vs Singer: Which is searched more in New Zealand? Is Bernina or Singer more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Needle threader brands set in New Zealand. 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 - **Compared**: Bernina and Singer - **Competitive set**: Needle threader brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Bernina Share of Search**: 46.9% - **Singer Share of Search**: 20.3% ## Is Bernina or Singer more popular in search? - 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%. - 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. ## 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. 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. ## 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%. ## Month by month | Month | Bernina estimated searches | Bernina Share of Search | Bernina rank | Singer estimated searches | Singer Share of Search | Singer rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 840 | 48.6% | 1 | 270 | 15.6% | 3 | | Nov 2025 | 940 | 49% | 1 | 290 | 15.1% | 3 | | Dec 2025 | 970 | 49.5% | 1 | 250 | 12.8% | 3 | | Jan 2026 | 1K | 48.6% | 1 | 340 | 15.9% | 3 | | Feb 2026 | 950 | 49.5% | 1 | 250 | 13% | 3 | | Mar 2026 | 960 | 49.2% | 1 | 340 | 17.4% | 3 | | Apr 2026 | 950 | 48.7% | 1 | 320 | 16.4% | 3 | | May 2026 | 1.1K | 48.1% | 1 | 360 | 15.2% | 3 | | Jun 2026 | 1.1K | 46.9% | 1 | 400 | 17.9% | 3 | | Jul 2026 | 920 | 44.2% | 1 | 430 | 20.7% | 3 | | Aug 2026 | 990 | 44.2% | 1 | 370 | 16.5% | 3 | | Sep 2026 | 900 | 46.9% | 1 | 390 | 20.3% | 3 | ## How each brand is measured 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. - **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. - **Singer**: Measured on the search terms “antique singer machine”, “singer machine” and “singer machine needles”, summed into one figure. - [Bernina profile](/demand/nz/brands/bernina) - [Singer profile](/demand/nz/brands/singer) - [All needle threader brands in New Zealand](/demand/nz/categories/nz-needle-threader-brands): The set both shares are measured inside, 3 brands. ## 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 ### Is Bernina or Singer more popular in search? 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%. ## Cite this page Brandwave. "Bernina vs Singer: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-needle-threader-brands/compare/bernina-vs-singer This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-needle-threader-brands/compare/bernina-vs-singer. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.