The American ceramic tile market: the opinion of Assopiastrelle

Mar 31, 2006

31/03/06 - In 2005 the United States has once again confirmed its role as the most important foreign market for Italian tiles. In spite of a slight fall in quantities, Italy exported 59.6 million square metres of tiles with a value of 749.3 million dollars to this country in the first 11 months of 2005.
These figures confirm Italy as the leading foreign supplier to the US market and establish our role as the key market player in this important country.
This is also demonstrated by the important role of the Italian-owned factories in North America.

The North American property market is continuing to expand, if more slowly due to the repeated rises in interest rates that are making property purchases more difficult and the property market more selective.
In this situation, the behaviour of the various competitors varies considerably, particularly as the changes in exchange rates have placed some countries – European countries in particular – at a disadvantage compared to other countries such as those in the Far East.

This explains Italy’s inability to keep step with other exporter countries in terms of volumes, although the fact that Italy has made the highest price increases has allowed it to consolidate its leading position in terms of average selling prices. As of November 2005, the latest figures available, Italy’s share of total US imports was 26.4%, or 45.1% if measured at FOB values.

The Italian ceramic tile industry’s goal for the immediate future is to consolidate its leadership position through a gradual improvement in the profile of its offerings.
This will be achieved through the logistics structures set up by Italian ceramic manufacturers throughout the US, the points of sale and marketing support companies, and the internationalisation of production activities mentioned earlier.
Assopiastrelle, the Ministries of Production Activities and Foreign Affairs and the Italian Trade Commission ICE will also play an important role.

Ceramic Tiles of Italy will be carrying through important initiatives to support companies’ activities.
These include an intense promotional campaign in architecture, interior design and consumer magazines; participation at trade fairs such as Coverings, AIA and NeoCon; direct marketing of the Association’s publications such as the magazine Cer International; organisation of training and educational seminars for architects and university students; and the imminent launch of a web gateway (www.italiantiles.com) which will offer information on initiatives in the USA and the unique characteristics of Italian tiles.