Bernina vs Singer:Which is more popular by branded search in New Zealand?
In August 2026, Singer had more branded searches than Bernina among sewing machine brands in New Zealand. Singer was estimated to have 2.8K branded searches compared to Bernina’s 2.3K, and held a 31.5% Share of Search versus Bernina’s 26.7%.
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Which is more popular in search, Bernina or Singer?
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 by month for Singer, Bernina. The figures are in the table below the chart.
View monthly share of search table
| Month | Singer | Bernina | Brother Sewing | Janome | Pfaff |
|---|---|---|---|---|---|
| Oct 2025 | 30.6% | 28.4% | 23.5% | 14.8% | 2.8% |
| Nov 2025 | 31.8% | 28.2% | 22% | 15% | 3% |
| Dec 2025 | 30.7% | 25.8% | 26.7% | 14.2% | 2.5% |
| Jan 2026 | 31.4% | 26.7% | 24.8% | 14% | 3% |
| Feb 2026 | 33.4% | 27.9% | 22.9% | 13.4% | 2.4% |
| Mar 2026 | 42.5% | 23.5% | 21% | 10.3% | 2.6% |
| Apr 2026 | 46.2% | 21.7% | 19.4% | 10.5% | 2.2% |
| May 2026 | 40.3% | 22.8% | 22.1% | 11.8% | 2.9% |
| Jun 2026 | 35% | 25.6% | 22.7% | 13.9% | 2.8% |
| Jul 2026 | 40% | 23.2% | 21.5% | 12.8% | 2.4% |
| Aug 2026 | 31.5% | 26.7% | 23.5% | 16.1% | 2.2% |
| Sep 2026 | — | — | — | — | — |
How has the Bernina and Singer comparison changed over the last 12 months?
3 findings
- Singer was ahead of Bernina in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Bernina’s estimated Share of Search among sewing machine brands in New Zealand moved from 28.4% to 26.7%, and its estimated monthly branded searches moved from 1.9K to 2.3K.
- Across the 11 months ending August 2026, Singer’s estimated Share of Search among sewing machine brands in New Zealand moved from 30.6% to 31.5%, and its estimated monthly branded searches moved from 2.1K to 2.8K.
How did search popularity change for New Zealand sewing machine brands in August 2026?
2 changes
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, Singer lost estimated Share of Search among sewing machine brands in New Zealand, from 40% to 31.5%.
How each brand is measured
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
17 branded 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
- bernina walking foot
Singer
19 branded 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
- vintage singer machine
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.