---
title: "Sewing machine brands in New Zealand: Which brands are most popular in search?"
description: "Compare the sewing machine brands New Zealanders sew with. Share of Search among Singer, Bernina, Brother Sewing, Janome and Pfaff, the sewing machine 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-sewing-machine-brands"
publisher: "Brandwave"
---

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

Compare the sewing machine brands New Zealanders sew with. Share of Search among Singer, Bernina, Brother Sewing, Janome and Pfaff, the sewing machine 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**: Sewing machine brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Singer, 31.5%

## 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.
- 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.

## Compare search popularity between leading brands

- [Singer vs Bernina: compare search popularity](/demand/nz/compare/bernina-vs-singer): 31.5% against 26.7% Share of Search.
- [Singer vs Brother Sewing: compare search popularity](/demand/nz/compare/brother-sewing-vs-singer): 31.5% against 23.5% Share of Search.
- [Singer vs Janome: compare search popularity](/demand/nz/compare/janome-vs-singer): 31.5% against 16.1% Share of Search.
- [Singer vs Pfaff: compare search popularity](/demand/nz/compare/pfaff-vs-singer): 31.5% against 2.2% Share of Search.
- [Bernina vs Brother Sewing: compare search popularity](/demand/nz/compare/bernina-vs-brother-sewing): 26.7% against 23.5% Share of Search.
- [Bernina vs Janome: compare search popularity](/demand/nz/compare/bernina-vs-janome): 26.7% against 16.1% Share of Search.
- [Bernina vs Pfaff: compare search popularity](/demand/nz/compare/bernina-vs-pfaff): 26.7% against 2.2% Share of Search.
- [Brother Sewing vs Janome: compare search popularity](/demand/nz/compare/brother-sewing-vs-janome): 23.5% against 16.1% Share of Search.
- [Brother Sewing vs Pfaff: compare search popularity](/demand/nz/compare/brother-sewing-vs-pfaff): 23.5% against 2.2% Share of Search.
- [Janome vs Pfaff: compare search popularity](/demand/nz/compare/janome-vs-pfaff): 16.1% against 2.2% Share of Search.

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

- In August 2026, Bernina gained estimated Share of Search among sewing machine brands in New Zealand, from 23.2% to 26.7%.
- In August 2026, Janome gained estimated Share of Search among sewing machine brands in New Zealand, from 12.8% to 16.1%.
- In August 2026, Brother Sewing gained estimated Share of Search among sewing machine brands in New Zealand, from 21.5% to 23.5%.
- In August 2026, Singer lost estimated Share of Search among sewing machine brands in New Zealand, from 40% to 31.5%.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Singer | 31.5% | 2.8K | -30.9% | Singer |
| 2 | Bernina | 26.7% | 2.3K | +0.9% | Bernina |
| 3 | Brother Sewing | 23.5% | 2K | -4.2% | Brother Sewing |
| 4 | Janome | 16.1% | 1.4K | +10.2% | Janome |
| 5 | Pfaff | 2.2% | 190 | -20.8% | Pfaff |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Singer | 2.1K | 30.6% | 1 |
| Oct 2025 | Bernina | 1.9K | 28.4% | 2 |
| Oct 2025 | Brother Sewing | 1.6K | 23.5% | 3 |
| Oct 2025 | Janome | 1K | 14.8% | 4 |
| Oct 2025 | Pfaff | 190 | 2.8% | 5 |
| Nov 2025 | Singer | 2.4K | 31.8% | 1 |
| Nov 2025 | Bernina | 2.1K | 28.2% | 2 |
| Nov 2025 | Brother Sewing | 1.6K | 22% | 3 |
| Nov 2025 | Janome | 1.1K | 15% | 4 |
| Nov 2025 | Pfaff | 220 | 3% | 5 |
| Dec 2025 | Singer | 2.3K | 30.7% | 1 |
| Dec 2025 | Brother Sewing | 2K | 26.7% | 2 |
| Dec 2025 | Bernina | 1.9K | 25.8% | 3 |
| Dec 2025 | Janome | 1.1K | 14.2% | 4 |
| Dec 2025 | Pfaff | 190 | 2.5% | 5 |
| Jan 2026 | Singer | 2.6K | 31.4% | 1 |
| Jan 2026 | Bernina | 2.2K | 26.7% | 2 |
| Jan 2026 | Brother Sewing | 2.1K | 24.8% | 3 |
| Jan 2026 | Janome | 1.2K | 14% | 4 |
| Jan 2026 | Pfaff | 250 | 3% | 5 |
| Feb 2026 | Singer | 2.7K | 33.4% | 1 |
| Feb 2026 | Bernina | 2.2K | 27.9% | 2 |
| Feb 2026 | Brother Sewing | 1.8K | 22.9% | 3 |
| Feb 2026 | Janome | 1.1K | 13.4% | 4 |
| Feb 2026 | Pfaff | 190 | 2.4% | 5 |
| Mar 2026 | Singer | 3.9K | 42.5% | 1 |
| Mar 2026 | Bernina | 2.1K | 23.5% | 2 |
| Mar 2026 | Brother Sewing | 1.9K | 21% | 3 |
| Mar 2026 | Janome | 940 | 10.3% | 4 |
| Mar 2026 | Pfaff | 240 | 2.6% | 5 |
| Apr 2026 | Singer | 4.7K | 46.2% | 1 |
| Apr 2026 | Bernina | 2.2K | 21.7% | 2 |
| Apr 2026 | Brother Sewing | 1.9K | 19.4% | 3 |
| Apr 2026 | Janome | 1.1K | 10.5% | 4 |
| Apr 2026 | Pfaff | 220 | 2.2% | 5 |
| May 2026 | Singer | 4.3K | 40.3% | 1 |
| May 2026 | Bernina | 2.4K | 22.8% | 2 |
| May 2026 | Brother Sewing | 2.3K | 22.1% | 3 |
| May 2026 | Janome | 1.3K | 11.8% | 4 |
| May 2026 | Pfaff | 310 | 2.9% | 5 |
| Jun 2026 | Singer | 3.1K | 35% | 1 |
| Jun 2026 | Bernina | 2.3K | 25.6% | 2 |
| Jun 2026 | Brother Sewing | 2K | 22.7% | 3 |
| Jun 2026 | Janome | 1.2K | 13.9% | 4 |
| Jun 2026 | Pfaff | 250 | 2.8% | 5 |
| Jul 2026 | Singer | 4K | 40% | 1 |
| Jul 2026 | Bernina | 2.3K | 23.2% | 2 |
| Jul 2026 | Brother Sewing | 2.1K | 21.5% | 3 |
| Jul 2026 | Janome | 1.3K | 12.8% | 4 |
| Jul 2026 | Pfaff | 240 | 2.4% | 5 |
| Aug 2026 | Singer | 2.8K | 31.5% | 1 |
| Aug 2026 | Bernina | 2.3K | 26.7% | 2 |
| Aug 2026 | Brother Sewing | 2K | 23.5% | 3 |
| Aug 2026 | Janome | 1.4K | 16.1% | 4 |
| Aug 2026 | Pfaff | 190 | 2.2% | 5 |
| Sep 2026 | Bernina | — | — | — |
| Sep 2026 | Brother Sewing | — | — | — |
| Sep 2026 | Janome | — | — | — |
| Sep 2026 | Pfaff | — | — | — |
| Sep 2026 | Singer | — | — | — |

## What is being compared

- **Bernina**: Measured on the search terms “bernina”, “bernina 1008”, “bernina 1008 sewing machine”, “bernina 830”, “bernina bobbins”, “bernina com”, “bernina embroidery machine”, “bernina foot”, “bernina near me”, “bernina new zealand”, “bernina northland”, “bernina nz”, “bernina online”, “bernina serger”, “bernina sewing machine”, “bernina store” and “bernina walking foot”, summed into one figure.
- **Brother Sewing**: Measured on the search terms “brother overlocker”, “brother overlocker 2504d”, “brother sewing embroidery machine”, “brother sewing machine”, “brother sewing machine feet”, “brother sewing machine for beginners”, “brother sewing machine gs2510”, “brother sewing machine ls 2160”, “brother sewing machine needle”, “brother sewing machine threading” and “walking foot for brother sewing machine”, summed into one figure.
- **Janome**: Measured on the search terms “hd3000 janome”, “janome”, “janome 1000 cpx”, “janome bobbins”, “janome co nz”, “janome company”, “janome dc1000”, “janome dc2150”, “janome dc6050”, “janome embroidery machine”, “janome mc”, “janome near me”, “janome nz”, “janome overlocker” and “janome walking foot”, summed into one figure.
- **Pfaff**: Measured on the search terms “pfaff”, “pfaff com”, “pfaff embroidery machine”, “pfaff near me”, “pfaff nz”, “pfaff overlocker” and “pfaff sewing machine”, summed into one figure.
- **Singer**: Measured on the search terms “201k singer sewing machine”, “antique singer machine”, “pink singer sewing machine”, “singer 1306 sewing machine”, “singer 4411 heavy duty sewing machine”, “singer 4423 sewing machine”, “singer 4432 heavy duty sewing machine”, “singer embroidery machine”, “singer featherweight sewing machine”, “singer heavy duty 4452 sewing machine”, “singer heavy duty sewing machine”, “singer machine”, “singer machine needles”, “singer overlocker”, “singer sewing machine”, “singer start 1306 sewing machine”, “singer start sewing machine”, “singer treadle sewing machine” and “vintage singer machine”, summed into one figure.

- [Bernina](/demand/nz/brands/bernina)
- [Brother Sewing](/demand/nz/brands/brother-sewing)
- [Janome](/demand/nz/brands/janome)
- [Pfaff](/demand/nz/brands/pfaff)
- [Singer](/demand/nz/brands/singer)

## Methodology

- [How is branded search demand 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 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.

## Cite this page

Brandwave. "Sewing machine brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-sewing-machine-brands

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