The ceramic sector according to Giorgio Squinzi

Oct 01, 2003

01/10/03 - An interesting speech given by Mapei Group Chairman Giorgio Squinzi at the international press conference at Cersaie, held yesterday afternoon in the Bologna exhibition centre.

A growth in per capita tile consumption in English-speaking countries along with newly emerging markets in Eastern Europe, the Middle East and Asia, where China alone produces and largely consumes some two billion square metres of tiles per year, and South America which continues to maintain good levels of growth are, according to the Chairman of the Mapei Group, the promising scenarios for ceramic tile manufacturers.

According to Squinzi, "A greater degree of customisation of surface covering installation materials is now essential to cater for new product types such as porcelain tile, new sizes (such as the 60x60 cm size with is very widely used in various countries) and commercial applications of ceramic floor tiling which require high resistance to foot traffic."
He continued: "Ceramic tiles are also increasingly being used as facade cladding."

To provide an adequate response to the many trends and requirements, installation materials manufacturers must now produce different products for each country.

The growth of DIY distribution chains has also led to the proliferation of simple-to-use products. According to Squinzi, new products that facilitate frequent replacement of floors are the best way of assuring a large increase in ceramic tile consumption.
"Our dream," he concluded on an optimistic note, "is that consumers, at least in mature markets, may eventually change tiles every three years, seeing them as fashion objects that reflect changes in taste."

But why consider ceramic tiles as the only component of floor and wall coverings? Giorgio Squinzi favours the use of tiles as part of a pot pourri of materials.
"More and more often we are seeing aesthetically outstanding combinations of tiles, parquet, natural stone and vitreous mosaic. I believe that this potential and these new frontiers in the use of ceramic may push up consumption."