Brother Sewing vs Singer:Which is more popular?
In September 2026, Brother Sewing had more branded searches than Singer among sewing machine brands in New Zealand. Brother Sewing had about 1,460 branded searches, while Singer had 1,350. Brother Sewing made up 27.2% 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, Brother Sewing and Singer each appeared in two of the five answers. Singer was mentioned before Brother Sewing in two out of three answers that named either.
Who do people search for more?
Brother Sewing, about 8% more searches than Singer
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Singer, named ahead of Brother Sewing in 2 of 3 answers
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Top sewing machine brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Brother Sewing was mentioned in two out of five: in two of the three ChatGPT answers, but not in either 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. Singer was listed before Brother Sewing in two out of three answers that named either.
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 Brother Sewing or Singer more popular in search?
This chart shows how often people search Google for Brother Sewing 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.
Share of searches by month for Brother Sewing, Singer. 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 Brother Sewing and Singer comparison changed over the last 12 months?
3 findings
- The lead changed hands 5 times in the 12 months ending September 2026: Brother Sewing took it in December 2025, Singer took it in February 2026, Brother Sewing took it in June 2026, Singer took it in July 2026, Brother Sewing took it in August 2026.
- Across the 12 months ending September 2026, Brother Sewing’s share of searches among sewing machine brands in New Zealand moved from 22.8% to 27.2%, and its estimated monthly branded searches moved from 1.1K to 1.5K.
- 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
In September 2026, Singer gained share of searches among sewing machine brands in New Zealand, from 22.3% to 25.2%.
In September 2026, Brother Sewing gained share of searches among sewing machine brands in New Zealand, from 24.9% to 27.2%.
How are branded searches counted?
10 search terms
Brandwave collects information about searches that people make online using Brother Sewing’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.
Brother Sewing
4 branded search terms
- brother overlocker
- brother overlocker 2504d
- brother sewing
- brother sewing machine
Singer
6 branded search terms
- antique singer machine
- singer embroidery machine
- singer machine
- singer machine needles
- singer overlocker
- singer sewing machine
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