Bernina vs Pfaff:Which is more popular?
In September 2026, Bernina had more branded searches than Pfaff among sewing machine brands in New Zealand. Bernina had about 1,640 branded searches, while Pfaff had 170. Bernina made up 30.6% of all sewing machine brand searches we track, and Pfaff accounted for 3.2%. When we asked ChatGPT and Google AI Overviews about sewing machine brands, Bernina appeared in four of the five answers and Pfaff in none.
Who do people search for more?
Bernina, about 10 searches for every 1 for Pfaff
Who does AI mention more?
Bernina, mentioned in 4 of 5 answers, Pfaff in 0
Who does AI recommend more?
Bernina, the only one of the two named
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Top sewing machine brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bernina was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Pfaff did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Bernina4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Janome4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Brother Sewing2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Singer2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
JUKI2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Pfaff0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about sewing machine brands
5 answers
Asked ChatGPT
“Which sewing machine brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best sewing machine brands in New Zealand?”
Asked ChatGPT
“What's the best sewing machine brand in New Zealand for everyday sewing?”
Searched Google, AI Overview
“best sewing machine”
Searched Google, AI Overview
“computerised sewing machine”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Bernina or Pfaff more popular in search?
This chart shows how often people search Google for Bernina and Pfaff by name. Each line represents a brand's share of searches for all six sewing machine brands we track, month by month, from searches in New Zealand.
Share of searches by month for Bernina, Pfaff. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bernina | Brother Sewing | Singer | Janome | Pfaff | JUKI |
|---|---|---|---|---|---|---|
| Oct 2025 | 31.9% | 22.8% | 26.9% | 14.2% | 3.2% | 1% |
| Nov 2025 | 33.3% | 22.5% | 24.3% | 15.4% | 3.6% | 0.99% |
| Dec 2025 | 30% | 27.1% | 23.1% | 15.5% | 3.4% | 0.95% |
| Jan 2026 | 30.7% | 25% | 24.5% | 14.9% | 4% | 0.86% |
| Feb 2026 | 29.5% | 24.5% | 27.8% | 13.9% | 3.1% | 1.2% |
| Mar 2026 | 24.7% | 20.9% | 40.1% | 10.1% | 3.2% | 1% |
| Apr 2026 | 22.7% | 19.5% | 44% | 10.2% | 2.7% | 0.94% |
| May 2026 | 26.2% | 24.3% | 31.9% | 13.1% | 3.9% | 0.69% |
| Jun 2026 | 31.2% | 25.5% | 23.2% | 14.9% | 4% | 1.2% |
| Jul 2026 | 27.7% | 24.7% | 29.5% | 13.6% | 3.6% | 0.83% |
| Aug 2026 | 32.6% | 24.9% | 22.3% | 16.2% | 3.1% | 0.86% |
| Sep 2026 | 30.6% | 27.2% | 25.2% | 12.9% | 3.2% | 0.93% |
How has the Bernina and Pfaff comparison changed over the last 12 months?
3 findings
- Bernina was ahead of Pfaff in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bernina’s share of searches among sewing machine brands in New Zealand moved from 31.9% to 30.6%, and its estimated monthly branded searches held steady at 1.6K.
- Across the 12 months ending September 2026, Pfaff’s share of searches among sewing machine brands in New Zealand held steady at 3.2%, and its estimated monthly branded searches moved from 160 to 170.
How did search popularity change for New Zealand sewing machine brands in September 2026?
1 change
In September 2026, Bernina lost share of searches among sewing machine brands in New Zealand, from 32.6% to 30.6%.
How are branded searches counted?
14 search terms
Brandwave collects information about searches that people make online using Bernina’s and Pfaff’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.
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