What you need to know

The UK is a very unusual market for ceramic tiles. Per capita consumption remains the lowest in Europe and typically around a third of Northern European countries. This is because applications in the UK are primarily for walls in wet rooms, though some flooring applications have emerged, primarily in wet rooms, conservatories and non-residential areas. By comparison, flooring accounts for 56% of value sales in the rest of Europe and usage is not strictly confined to wet rooms. The limited UK market has long hindered the UK industry, and there continue to be manufacturing casualties in what has long been a very confined sector. Imported products are believed to account for 80% of demand in the UK.

The market is undergoing some fundamental influences outside of wider macro issues. The en suite trend in new build has become so established that it has become a common RMI activity. This increases the proportion of wet rooms per property and is expanding the market for tiles. However, competition on wall space from splash backs is influencing both bathrooms and kitchens, with activity further encouraged by the declining importance of DIY activity and a trend towards using tradesmen.

While the UK manufacturing sector continues to change, retailing is also undergoing major changes, with the once highly important DIY sheds now increasingly ceding market share to specialist retailers. The largest chain Topps Tiles now commands a market share in excess of the combined share of DIY sheds. However, it is also facing increasing competition from e-commerce specialists, which are using a central (or no) stock model to reduce costs and facilitate a cost advantage. The sector is currently exploring ways to allow consumers to view tiles prior to selection through outlets that don’t hold stock, but this is only seen as a medium-term strategy.

Covered in this Report

The ceramic tile industry makes a wide range of products for covering floors and walls, with applications in private, public and industrial buildings. Tiles can be produced in a variety of shapes and sizes, and can incorporate different patterns.

The ceramic tile market is commonly segmented into:

  • glazed tiles

  • unglazed tiles

Glazed tiles represent the largest element of sales. The production process is similar to unglazed tiles with further processing undertaken. Unglazed tiles are either pressed or extruded from clays in a plastic state, and then fired at high temperatures, which increases the durability of the tile. Many tiles are vitrified since they are often used in heavy-wear applications.

Unglazed tiles have both commercial and residential uses and applications, including:

  • facing of walls

  • hearth places and mantelpieces

  • floor coverings

  • paths

Glazed tiles are further covered with a vitreous glaze, which can be applied by:

  • single firing

  • double firing

Single firing was pioneered in 1974 by Marazzi of Italy. The process now accounts for 65% of global glazed tile production.

Applications for glazed tiles cover both commercial and residential applications. Major commercial uses include:

  • hotels

  • hospitals

  • sports and leisure centres

  • swimming pools

  • shopping centres and retail floors, especially food

  • catering establishment kitchens

  • underground and main line stations

Primary residential applications include:

  • kitchen or bathroom wall tiles

  • kitchen or bathroom floor tiles

  • conservatory floor tiles

Further market segmentation concerns the distribution and application of tiles. Contractors dominate commercial applications and the residential market, and are especially important in the new build sector of the residential market. Tiling is also seen to be the province of the general builder, but only a very small share of tiles are actually distributed through builders' merchants. However, alongside contractors and builders, a wide range of individuals purchase tiles from DIY stores or retail tile specialists, and then install the tiles themselves.

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