Brother vs Pfaff:Which is more popular?
In September 2026, Pfaff had more branded searches than Brother among bobbin case brands in New Zealand. Pfaff had about 40 branded searches, while Brother had 20. Pfaff made up 2% of all bobbin case brand searches we track, and Brother accounted for 0.99%. When we asked ChatGPT and Google AI Overviews about bobbin case brands, Brother appeared in four of the five answers and Pfaff in one. Brother was mentioned before Pfaff in every answer that named either.
Who do people search for more?
Pfaff, about 2 searches for every 1 for Brother
Who does AI mention more?
Brother, mentioned in 4 of 5 answers, Pfaff in 1
Who does AI recommend more?
Brother, named ahead of Pfaff in 4 of 4 answers
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Top bobbin case brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Brother was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Pfaff was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Brother was listed before Pfaff in every answer 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.
Singer5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
JUKI5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Brother4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Janome3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bernina1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Pfaff1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about bobbin case brands
5 answers
Asked ChatGPT
“Which bobbin case brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best bobbin case brands in New Zealand?”
Asked ChatGPT
“What's the best bobbin case brand in New Zealand for a sewing machine repair?”
Searched Google, AI Overview
“sewing machine bobbin case”
Searched Google, AI Overview
“sewing bobbin case”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Brother or Pfaff more popular in search?
This chart shows how often people search Google for Brother and Pfaff by name. Each line represents a brand's share of searches for all six bobbin case brands we track, month by month, from searches in New Zealand.
Share of searches by month for Pfaff, Brother. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bernina | Janome | Singer | JUKI | Pfaff | Brother |
|---|---|---|---|---|---|---|
| Oct 2025 | 45.7% | 33.7% | 14.7% | 2.7% | 2.7% | 0.54% |
| Nov 2025 | 45.6% | 33.5% | 14.1% | 2.4% | 3.4% | 0.97% |
| Dec 2025 | 46.9% | 35.7% | 12.1% | 2.4% | 2.4% | 0.48% |
| Jan 2026 | 45.6% | 33.3% | 14.9% | 2.2% | 3.1% | 0.88% |
| Feb 2026 | 45.9% | 34.8% | 12.1% | 3.4% | 3.4% | 0.48% |
| Mar 2026 | 45.3% | 30.7% | 16% | 3.3% | 4.2% | 0.47% |
| Apr 2026 | 45.2% | 32.4% | 15.2% | 3.3% | 3.3% | 0.48% |
| May 2026 | 45.2% | 34.5% | 14.3% | 2% | 3.6% | 0.4% |
| Jun 2026 | 43.9% | 33.1% | 16.7% | 2.9% | 2.9% | 0.42% |
| Jul 2026 | 41.4% | 32.9% | 19.4% | 2.3% | 3.2% | 0.9% |
| Aug 2026 | 41.9% | 37.3% | 15.7% | 2.1% | 2.1% | 0.85% |
| Sep 2026 | 44.3% | 31% | 19.2% | 2.5% | 2% | 0.99% |
How has the Brother and Pfaff comparison changed over the last 12 months?
3 findings
- Pfaff was ahead of Brother in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Brother’s share of searches among bobbin case brands in New Zealand moved from 0.54% to 0.99%, and its estimated monthly branded searches moved from 10 to 20.
- Across the 12 months ending September 2026, Pfaff’s share of searches among bobbin case brands in New Zealand moved from 2.7% to 2%, and its estimated monthly branded searches moved from 50 to 40.
How did search popularity change for New Zealand bobbin case brands in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Brother’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.
Other head-to-heads among bobbin case brands
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