Decorative Tile to 2017

Published: April 2013
No. of Pages: 297

US demand for decorative tile is forecast to rise 6.7 percent per year through 2017, reaching 3.2 billion square feet. Natural stone will overtake porcelain as the second largest tile type in area demand terms, while ceramic tiles remain dominant. Floors will remain the largest application and will grow the fastest, followed closely by walls.

This study analyzes the 2.3 billion square foot US decorative tile industry. It presents historical demand data for the years 2002, 2007 and 2012, and forecasts for 2017 and 2022 by product (e.g., ceramic tile, porcelain tile, stone tile, tile adhesives), application (e.g., flooring, wall coverings, countertops), and market (residential, nonresidential, nonbuilding and transportation).

The study also considers market environment factors, details industry structure, evaluates company market share and profiles 35 industry players such as Mohawk Industries, Grupo Lamosa, and Internacional de Ceramica.

US demand to rise 6.7% annually through 2017

US demand for decorative tile is forecast to rise 6.7 percent per year through 2017, reaching 3.2 billion square feet. Gains will be driven by a rebound in building construction spending. The new housing market will register double-digit demand advances as housing completions grow from their low 2012 base. Tile demand in nonresidential building construction applications will also increase at a fast pace, spurred by strong growth in office and commercial construction spending and increasing use of tile as a low-cost, low-maintenance flooring alternative to carpets and rugs.

Natural stone to be the fastest growing tile material

Of all tile types, natural stone tile is projected to grow most rapidly through 2017. Natural stone tiles are expected to overtake porcelain to be the secondlargest type in area demand terms by 2017. Gains will be spurred by strong residential demand for natural stone flooring. Homeowners increasingly opt for granite tile flooring because it is an attractive, durable material that increases home values. Moreover, because of its appearance and durability, natural stone flooring is suitable for utilization in nonresidential structures -- such as hotels, high-end resorts, and shopping malls.

Alone among tile materials, porcelain saw demand increases between 2007 and 2012. Porcelain tile demand will expand about nine percent per year thru 2017, gaining share in both residential and nonresidential building markets. Porcelain tiles are durable, slip-resistant materials that can be made to resemble such materials as hardwood and natural stone, but for much less cost. Many homeowners will install porcelain tile flooring as an inexpensive way to enhance the appearance of their homes. Gains will also come from increasing usage of the product in nonresidential structures. Unglazed porcelain tile offers users durability and slip resistance, boosting its use as a flooring material in areas with heavy foot traffic, such as shopping malls, office buildings, and health care and educational facilities. However, more rapid growth will be checked by competition from natural stone flooring, particularly in the residential market, as more affluent homeowners opt for stone based on its more luxurious appearance.

US producers competitive in porcelain tile segment

Foreign trade plays a crucial role in the industry. Such countries as Brazil, China, and Turkey supply large quantities of stone tile, taking advantage of low labor costs and good access to inexpensive raw materials. Italian tile dominates the highend ceramic and porcelain tile market segments, while Mexico and China supply low-cost ceramic tile to US consumers. However, imports of decorative tile in area terms fell from 83 percent of demand in 2002 to 74 percent in 2012. As domestic demand for decorative tile has risen, US manufacturers have worked to expand production capacity, especially in the porcelain tile segment. US producers face intense competition in the ceramic tile segment from low-cost producers, while foreign firms with superior access to stone supplies make it very difficult for US manufacturers to offer low-cost, highquality products. However, greater usage of low-cost shale gas has reduced production costs, making it possible for US-based manufacturers to offer highquality porcelain tile at prices competitive with foreign suppliers.

Company Profiles

Profiles for 35 US competitors including Crossville, Florida Tile, Florim Ceramiche, Grupo Porcelanite, and Mohawk Industries

Additional Information

This study covers the US decorative tile industry. Decorative tiles are defined here to include tiles used as a decorative surfacing material. Roofing tiles are not included in the study, as these tiles have protective and structural qualities. Also excluded from the scope of the study are vinyl and carpet tiles. Demand is provided in dollars and square feet and is detailed by product type (ceramic, porcelain, stone, glass, and other varieties) and application (flooring, wall coverings, countertops, and other areas). Also provided is decorative tile demand by market (residential construction, nonresidential construction, and nonbuilding construction and transportation), housing type (single-family, multifamily, and manufactured housing), application (new construction and renovation), area of the home (kitchens, bathrooms, and other rooms), and nonresidential building type (office and commercial, institutional, industrial, and transportation and other). Historical data are provided for 2002, 2007, and 2012, with forecasts to 2017 and 2022.

As used in this study, the term “sales” is synonymous with “demand” and is equivalent to decorative tile production plus imports less exports. Dollar values for decorative tile demand are presented at the manufacturers’ level. In this study, market share is computed on the basis of all of a company’s decorative tile sales, whether the company manufactured the tile itself or was reselling tile sourced from a third party. Tabular details may not add to totals due to independent rounding, and ratios may be rounded for clarity. In addition, major manufacturers of decorative tile are identified and profiled, and the key competitive variables are discussed. The entire study is framed within the industry’s economic, technological, and market environments.

Decorative Tile to 2017

Table of Contents
Introduction ix
I. Executive Summary 1
II. Market Environment 4
General 4
Macroeconomic Environment 4
Demographic Trends 7
Consumer Trends 12
Personal Income & Expenditures 12
Consumer Financing 15
Building Construction 18
Residential Buildings 20
Housing Completions 23
Housing Stock 28
Improvements & Repairs 32
Nonresidential Buildings 34
New 34
Improvements & Repairs 36
Nonbuilding Construction 38
Transportation Equipment 40
Historical Market Trends 44
Pricing 47
Environmental Issues & Regulatory Considerations 49
Foreign Trade 53
World Market 59
Western Europe 61
Asia/Pacific Region 63
Other Regions 64
III. Products 66
General 66
Value Outlook 68
Area Outlook 71
Installation Costs 74
Ceramic Tile 77
Characteristics 80
Suppliers 84
Porcelain Tile 85
Characteristics 88
Suppliers 90
Stone Tile 91
Characteristics 94
Suppliers 98
Other Tile 99
Concrete 100
Glass 102
Metal 104
Tile Adhesives 105
Mortar 106
Grout & Other Adhesives 108
IV. Applications 109
General 109
Flooring 114
Flooring Outlook 114
Tile Demand 117
Demand by Market 118
Demand by Product 120
Characteristics 122
Competitive Materials 125
Wall Coverings 127
Wall Coverings Outlook 127
Tile Demand 129
Demand by Market 131
Demand by Product 133
Characteristics 134
Competitive Materials 137
Countertops 139
Countertops Outlook 139
Tile Demand 142
Demand by Market 144
Demand by Product 146
Characteristics 147
Competitive Materials 149
Other Applications 152
Demand by Market 154
Demand by Product 154
V. Markets 156
General 156
Residential 158
New 159
Demand by Room & Housing Type 160
Demand by Product & Application 163
Improvements & Repairs 166
Demand by Room & Housing Type 167
Demand by Product & Application 171
Nonresidential 175
New 178
Demand by Product 180
Demand by Application 181
Improvements & Repairs 182
Demand by Product 183
Demand by Application 185
Building Type 187
Office & Commercial 187
Institutional 189
Industrial 191
Other Nonresidential 192
Nonbuilding & Transportation 194
Demand by Product 197
Demand by Application 198
VI. Industry Structure 199
General 199
Industry Composition 203
Market Share 205
Competitive Strategies 210
Research & Development 212
Manufacturing 213
Distribution 215
Specialty Retailers 216
Big-Box Retailers 218
Direct Distribution 220
Marketing 221
Mergers, Acquisitions, & Cooperative Agreements 225
Company Profiles 227
American Marazzi Tile, see Mohawk Industries
Artflor Incorporated 228
Azuvi SA 229
Berkshire Hathaway Incorporated 230
Casa Dolce Casa USA, see Florim Ceramiche
Cecrisa Revestimentos Ceramicos SA 232
Ceramic Expressions, see Quarry Tile
Ceramica Saloni SA 233
Ceramica San Lorenzo USA, see Etex Group
Crossville Incorporated 235
Dal-Tile, see Mohawk Industries
Ege Seramik Sanayi ve Ticaret AS 238
Eliane Revestimentos Ceramicos SA 239
Emser Tile LLC 241
Epro Tile, see Seneca Tiles
Etex Group SA 242
Fireclay Tile Incorporated 243
Florida Brick & Clay Company Incorporated 245
Florida Tile, see Panariagroup Industrie Ceramiche
Florim Ceramiche SpA 247
GranitiFiandre, see Iris Ceramica
Grupo Industrial Saltillo SA de CV 249
Grupo Lamosa SAB de CV 251
Guangdong Bode Fine Building Material Company 253
Hakatai Enterprises Incorporated 254
Ilva SA 256
Incepa Revestimentos Ceramicos Limitada, see
Corporacion Empresarial Roca
Interceramic, see Internacional de Ceramica
Internacional de Ceramica SAB de CV 258
Iris Ceramica SpA 261
Ironrock Capital Incorporated 263
Lamosa Revestimientos, see Grupo Lamosa
L’Antic Colonial, see Porcelanosa Grupo
Lea Ceramiche, see Panariagroup Industrie Ceramiche
Mannington Mills Incorporated 265
Marazzi Group, see Mohawk Industries
Metropolitan Ceramics, see Ironrock Capital
Mohawk Industries Incorporated 267
Oceanside Glasstile Company 275
Pamesa Ceramica SL 276
Panariagroup Industrie Ceramiche SpA 278
Porcelanite, see Grupo Lamosa
Porcelanosa Grupo 281
Quarry Tile Company 283
Ragno USA, see Mohawk Industries
Roca Corporacion Empresarial SA 285
Seneca Tiles Incorporated 287
Shaw Industries, see Berkshire Hathaway
Sonoma Tilemakers 290
Summitville Tiles Incorporated 291
Vitromex USA, see Grupo Industrial Saltillo
Walker & Zanger Incorporated 292
Wausau Tile Incorporated 295
Ziyang Ceramics Corporation 296
List of Tables

Section I -- Executive Summary
Summary Table 3
Section II -- Market Environment
1 Macroeconomic Indicators 7
2 Population & Households 11
3 Personal Consumption Expenditures 14
4 Consumer Financing Environment, 2002-2012 18
5 Building Construction Expenditures 20
6 Residential Building Construction Expenditures 23
7 New Housing Indicators 28
8 Housing Stock by Type 31
9 Residential Improvement & Repair Expenditures 33
10 Nonresidential Building Construction Expenditures 36
11 Nonresidential Building Improvement & Repair Expenditures 38
12 Nonbuilding Construction Expenditures 40
13 Transportation Equipment Shipments 43
14 Decorative Tile Market, 2002-2012 46
15 Tile Pricing 49
16 Decorative Tile Foreign Trade 57
Section III -- Products
1 Tile Demand by Type in Value Terms 70
2 Tile Demand by Type in Area Terms 73
3 Ceramic Tile Demand 80
4 Porcelain Tile Demand 88
5 Natural Stone Tile Demand 94
6 Other Tile Demand 100
7 Tile Adhesives Demand 106
Section IV -- Applications
1 Tile Demand by Application 112
2 Flooring Outlook 117
3 Tile Demand in Flooring 122
4 Wall Coverings Outlook 129
5 Tile Demand in Wall Coverings 131
6 Countertops Outlook 142
7 Tile Demand in Countertops 144
8 Tile Demand in Other Applications 153
Section V -- Markets
1 Tile Demand by Market 157
2 Residential Tile Demand by Market & Product 159
3 New Residential Tile Demand by Room & Housing Type 163
4 New Residential Tile Demand by Product & Application 166
5 Residential Improvement & Repair Tile Demand by Room &
Housing Type 171
6 Residential Improvement & Repair Tile Demand by Product &
Application 174
7 Nonresidential Tile Demand by Market & Product 178
8 New Nonresidential Tile Demand 179
9 Nonresidential Improvement & Repair Tile Demand 183
10 Nonresidential Tile Demand by Building Type 187
11 Office & Commercial Tile Demand 189
12 Institutional Tile Demand 191
13 Industrial Tile Demand 192
14 Other Nonresidential Building Construction Tile Demand 194
15 Nonbuilding Construction & Transportation Equipment Tile
Demand 196
Section VI -- Industry Structure
1 US Decorative Tile Sales by Company, 2012 202
List of Charts

Section II -- Market Environment
1 Year of Construction of Housing Stock, 2012 31
2 Decorative Tile Market, 2003-2012 47
3 Tile Imports by Source, 2012 58
4 Tile Exports by Destination, 2012 58
5 Global Tile Demand, 2012 61
Section III -- Products
1 Tile Demand by Type in Value Terms, 2012 71
2 Tile Demand by Type in Area Terms, 2012 74
Section IV -- Applications
1 Tile Demand by Application, 2012: Value & Area 113
Section VI -- Industry Structure
1 US Decorative Tile Market Share by Company, 2012 205
Published By: Freedonia Group
Product Code: Freedonia Group212

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