CERCOUNTRYREPORT United Arab Emirates
Ceramic tiles - Major exporting countries to the UAE Values in %; Year 2015
The upward trend began in 2013 when hotel capacity was expanded by 7% with the construction of numerous new hotels and marinas, and growth in the building sector in general attracted a total expenditure of US $66 billion. It is estimated that around 50% of the furnishing market is channelled through the contract furnishing sector, more than half of which is in the hospitality segment.
Further growth prospects and business opportunities derive from Dubai’s role as the venue chosen for the 2020 Universal Expo and the driving effect that this will have on the entire real estate and infrastructure sector, including expansion of the city’s two main airports. A total of $2.9 billion will be spent on expanding the Dubai metro.
With sales by local tile manufacturers amounting to 44.8 million square metres, a 39% share, there is plenty of room for imports, which total 70.2 million square metres. The country ranks eighth amongst the world’s largest importer countries. The biggest export share is held by China with total sales of 35 million sq.m.,
GENERAL CERAMICS,
established in 1978, responds to the growing demand for quality sanitaryware & acrylic to supply the burgeoning and increasingly discerning construction industry. General Ceramics’ products conform to BS 3402 for Vitreous China, BS 1206 for Fire Clay and BS 4305 for Acrylic, and the company operates under an ISO 9001: 2008 regime certified by Vincotte International Middle East LLC.
a figure that has increased exponentially since the start of the new millennium (+438%). Spain also has a sizeable share with sales of 6 million sq.m. in 2015.
Measured in terms of value, Italy’s share (10.4%) is almost level with that of Spain (11%). The top competitors in the high and medium-high quality segment are China with 84.4% followed by Italy with 14.6%, significantly ahead of Malaysia, Holland and Spain with shares of 0.9% and 0.6%.
With a selling price of 15 euros per square metre compared to the market average of 6 euros, Italy is clearly a niche supplier dominating the high- end segment, where it commands a 90% market share.
In 2015 the UAE was the fifteenth outlet market for Italian exports (the largest in the Middle East), ahead of Hong Kong and Japan. The UAE is also the fastest-growing market for Italian exports after the United States. Italy’s exports to the country have doubled since 2009, its growth
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rate of 58.8% outstripping that of its competitors China (+42%) and Spain (just +20%). The UAE has also seen significant growth in its own exports (53 million square metres in 2015) to become the third largest Asian exporter after China and India.
The country’s high per capita income makes it an attractive market. With its focus on luxury tourism and high premium prices, it is seeing increased demand for high-level design and products. Italian products are becoming more and more popular as Emiratis’ tastes are increasingly aligned with those of the Italian market. It is worth observing the way in which the country’s tile consumption patterns have changed over the course of a decade. In 2006 some 49.7% of imports were in the low quality segment, whereas today 64.1% are in the medium/high end of the market. The UAE remains a new market with a large and growing construction sector. With its leadership in the high-end segment, the strong appeal of the Made in Italy label and the limited local competition, Italy is well positioned to secure an increasingly large share of the UAE market.
geugigandolfi@gmail.com 2017 maggio/giugno CER 43
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