Brandwave

Bernina vs Singer:Which is more popular?

In September 2026, Bernina had more branded searches than Singer among sewing machine brands in New Zealand. Bernina had about 1,640 branded searches, while Singer had 1,350. Bernina made up 30.6% of all sewing machine brand searches we track, and Singer accounted for 25.2%. When we asked ChatGPT and Google AI Overviews about sewing machine brands, Bernina appeared in four of the five answers and Singer in two. Bernina was mentioned before Singer in three out of four answers.

Among sewing machine brands in New Zealand in September 2026

Who do people search for more?

Bernina, about 21% more searches than Singer

Bernina 1.6K searchesSinger 1.4K searches

Who does AI mention more?

Bernina, mentioned in 4 of 5 answers, Singer in 2

Bernina in 4 of 5Singer in 2 of 5

Who does AI recommend more?

Bernina, named ahead of Singer in 3 of 4 answers

Bernina first in 3Singer first in 1

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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. Singer was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Bernina was listed before Singer in three out of four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Janome1st
  2. Bernina2nd
  3. Singer3rd
  4. JUKI4th
  5. Brother Sewing5th
  6. Pfaff–

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

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 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 six sewing machine brands we track, month by month, from searches in New Zealand.

Bernina and Singer among sewing machine brands in New Zealand, by month

Share of searches by month for Bernina, Singer. The figures are in the table below the chart.

View monthly share of searches table
MonthBerninaBrother SewingSingerJanomePfaffJUKI
Oct 202531.9%22.8%26.9%14.2%3.2%1%
Nov 202533.3%22.5%24.3%15.4%3.6%0.99%
Dec 202530%27.1%23.1%15.5%3.4%0.95%
Jan 202630.7%25%24.5%14.9%4%0.86%
Feb 202629.5%24.5%27.8%13.9%3.1%1.2%
Mar 202624.7%20.9%40.1%10.1%3.2%1%
Apr 202622.7%19.5%44%10.2%2.7%0.94%
May 202626.2%24.3%31.9%13.1%3.9%0.69%
Jun 202631.2%25.5%23.2%14.9%4%1.2%
Jul 202627.7%24.7%29.5%13.6%3.6%0.83%
Aug 202632.6%24.9%22.3%16.2%3.1%0.86%
Sep 202630.6%27.2%25.2%12.9%3.2%0.93%

How has the Bernina and Singer comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Singer took it in March 2026, Bernina took it in June 2026, Singer took it in July 2026, Bernina took it in August 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, Singer’s share of searches among sewing machine brands in New Zealand moved from 26.9% to 25.2%, and its estimated monthly branded searches held steady at 1.4K.

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

2 changes

  1. In September 2026, Singer gained share of searches among sewing machine brands in New Zealand, from 22.3% to 25.2%.

  2. 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?

16 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.

Bernina

10 branded search terms

  • bernina
  • bernina 1008
  • bernina 830
  • bernina bobbins
  • bernina embroidery machine
  • bernina foot
  • bernina northland
  • bernina serger
  • bernina sewing machine
  • bernina walking foot

Singer

6 branded search terms

  • antique singer machine
  • singer embroidery machine
  • singer machine
  • singer machine needles
  • singer overlocker
  • singer sewing machine

How the Brand Demand Index is measured

Other head-to-heads among sewing machine brands

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