Brandwave

Sewing machine brands in New Zealand:Which brands are most popular in search?

In August 2026, Singer was the most searched among sewing machine brands in New Zealand, with an estimated 2.8K branded searches and 31.5% estimated Share of Search within this set.

Share of Search, August 2026
  1. Singer31.5%
  2. Bernina26.7%
  3. Brother Sewing23.5%
  4. Janome16.1%
  5. Pfaff2.2%

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Share of SearchLeaderboard

Compare the sewing machine brands New Zealanders sew with. 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.

Share of Search among sewing machine brands in New Zealand, by month

Share of Search by month for Singer, Bernina, Brother Sewing, Janome, Pfaff. The figures are in the table below the chart.

View monthly share of search table
MonthSingerBerninaBrother SewingJanomePfaff
Oct 202530.6%28.4%23.5%14.8%2.8%
Nov 202531.8%28.2%22%15%3%
Dec 202530.7%25.8%26.7%14.2%2.5%
Jan 202631.4%26.7%24.8%14%3%
Feb 202633.4%27.9%22.9%13.4%2.4%
Mar 202642.5%23.5%21%10.3%2.6%
Apr 202646.2%21.7%19.4%10.5%2.2%
May 202640.3%22.8%22.1%11.8%2.9%
Jun 202635%25.6%22.7%13.9%2.8%
Jul 202640%23.2%21.5%12.8%2.4%
Aug 202631.5%26.7%23.5%16.1%2.2%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.Singer

    31.5%

    held 1st · 2.8K estimated branded searches · -30.9% vs prior month · -8.5 points

  2. 2.Bernina

    26.7%

    held 2nd · 2.3K estimated branded searches · +0.87% vs prior month · +3.5 points

  3. 3.Brother Sewing

    23.5%

    held 3rd · 2K estimated branded searches · -4.2% vs prior month · +2 points

  4. 4.Janome

    16.1%

    held 4th · 1.4K estimated branded searches · +10.2% vs prior month · +3.3 points

  5. 5.Pfaff

    2.2%

    held 5th · 190 estimated branded searches · -20.8% vs prior month · -0.2 points

Compare search popularity between leading brands

Which brand is most popular in search among sewing machine brands in New Zealand?

In August 2026, Singer was the most searched among sewing machine brands in New Zealand, with an estimated 2.8K branded searches and 31.5% estimated Share of Search within this set. Bernina is in 2nd place, 4.8 percentage points behind at 26.7% Share of Search.

New Zealand sewing machine brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Singer30.6% → 31.5%46.2%Apr 202630.6%Oct 20251st
Bernina28.4% → 26.7%28.4%Oct 202521.7%Apr 20262nd
Brother Sewing23.5%26.7%Dec 202519.4%Apr 20263rd
Janome14.8% → 16.1%16.1%Aug 202610.3%Mar 20264th
Pfaff2.8% → 2.2%3%Jan 20262.2%Aug 20265th

Each finding as a sentence

  • Across the 11 months ending August 2026, Singer’s estimated Share of Search among sewing machine brands in New Zealand increased from 30.6% to 31.5%.
  • Across the 11 months ending August 2026, Bernina’s estimated Share of Search among sewing machine brands in New Zealand decreased from 28.4% to 26.7%.
  • Across the 11 months ending August 2026, Janome’s estimated Share of Search among sewing machine brands in New Zealand increased from 14.8% to 16.1%.
  • Across the 11 months ending August 2026, Pfaff’s estimated Share of Search among sewing machine brands in New Zealand decreased from 2.8% to 2.2%.
  • Across the 11 months ending August 2026, Singer’s estimated Share of Search among sewing machine brands in New Zealand peaked at 46.2% in April 2026 and was lowest at 30.6% in October 2025.
  • Across the 11 months ending August 2026, Bernina’s estimated Share of Search among sewing machine brands in New Zealand peaked at 28.4% in October 2025 and was lowest at 21.7% in April 2026.
  • Across the 11 months ending August 2026, Brother Sewing’s estimated Share of Search among sewing machine brands in New Zealand peaked at 26.7% in December 2025 and was lowest at 19.4% in April 2026.
  • Across the 11 months ending August 2026, Janome’s estimated Share of Search among sewing machine brands in New Zealand peaked at 16.1% in August 2026 and was lowest at 10.3% in March 2026.
  • Across the 11 months ending August 2026, Brother Sewing held steady: its estimated Share of Search among sewing machine brands in New Zealand moved less than 0.5 percentage points.

How did search popularity change for New Zealand sewing machine brands in August 2026?

  1. In August 2026, Bernina gained estimated Share of Search among sewing machine brands in New Zealand, from 23.2% to 26.7%.

  2. In August 2026, Janome gained estimated Share of Search among sewing machine brands in New Zealand, from 12.8% to 16.1%.

  3. In August 2026, Brother Sewing gained estimated Share of Search among sewing machine brands in New Zealand, from 21.5% to 23.5%.

  4. In August 2026, Singer lost estimated Share of Search among sewing machine brands in New Zealand, from 40% to 31.5%.

  5. Pfaff’s estimated Share of Search among sewing machine brands in New Zealand has lost ground for 3 months in a row, from 2.9% to 2.2% in August 2026.

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