SHOW REVIEW | Cevisama
‘ DEMAND FOR CERAMIC TILES IS
CREATING OPPORTUNITIES’
Alberto Echavarría, deputy secretary general of Spanish Ceramic Tile Manufacturer’s Association ASCER, gives us an overview of how the sector is faring and, most importantly, where the opportunities are for retailers
Q & A
Q: How is the global tile market faring at the moment? A: The global ceramic tile industry is in the process of developing. Ceramics
is a material that’s
growing more and more popular for designers, house builders and consumers across the world. This demand is creating opportunities – not only for manufacturers but also businesses and individuals – such as retailers, designers and specifiers – who supply these products direct to consumers.
Q: What about the Spanish ceramic tile industry specifically – how is that performing? A: Despite geopolitical challenges and the rise in energy prices, the Spanish tile sector has remained buoyant. Total turnover of the sector grew by 16.2% in 2022 to reach €5.5 billion (£4.8bn) while exports have risen by 16.6 % to €4.2 bn. As Spanish ceramic producers,
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our core target markets are the US, Europe and the UK – markets where our products are
already
held in high regard for their quality and value proposition. The strength of our product offering is helping us maintain our position in key markets where we are already well regarded for quality, design, and sustainability. This is a really positive story as it helps us to really focus on core markets.
Q: What other markets are you looking to grow in? A: Spanish tiles are well regarded in the Middle East for their quality, design and sustainability credentials.
Despite signifi- cant competition from manufacturers in India, China and Turkey, the demand for Spanish tiles is now showing signs of growth in markets such as the UAE and Saudi Arabia.
Q: Has the ceramics industry recovered from last year’s supply issues that came about following the Russia/Ukraine crisis? A: The conflict has certainly hit the industry hard, but we are now seeing a slight recovery because of the price of the gas levelling off. The cost of gas is still high, but it is more manageable. And, if
costs
continue at this level, then I can see demand picking up in markets across the globe.
The Spanish tile sector remained buoyant with turnover up by 16.2% in 2022 to €5.5 billion
Q: What are your predictions for the market moving forward? A: It all depends on the energy prices. If the energy prices remain stable, we will manage and we will finish 2023 at a good level – there won’t be big growth but I don’t think we’ll see a drop either.
Ceracasa Jade
If the energy prices continue to be volatile, then we’re going to have a very tough year because our manufacturing process is extremely energy-intensive
and, to keep
producing in a competitive way we need competitive energy prices.
Q: What does it all mean for independent kitchen and bathroom retailers in the UK? A: We are making some efforts to convey the value of ceramic tiles in terms of durability, fire retar- dancy, sustainability – all the technical aspects that help retailers to sell these products. We’re ainvesting in educating retailers on how to sell the qualities of the products to consumers. We’re also focusing our attention on educating installers on how to deliver and fit the products – particularly with the move towards larger slabs.
• April 2023
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