Italy boasts one of the largest and most successful tile sectors in Europe and indeed the world, with the nation’s top manufacturers continuously innovating in both design and technical performance. This leading position has been established through a long tradition of excellence and investment focused in the country’s Sassuolo and Emilia Romagna regions.
In 2023, Ceramics of Italy described the history of the country’s tile industry to TSJ as follows: “Italian ceramics have a long history, dating back to Roman times when they were used for drinking gourds and lining the floors of ancient villas. Since then, the material has become an incredibly sophisticated and versatile hard-surfacing solution produced on a commercial scale that can be used on floors, walls, facades, countertops, furnishings, and more.”
Last year, Italy’s total tile sales volumes reached a staggering 376 million sqm, representing a 1.9% increase over the previous year’s figures, however this number unfortunately doesn’t represent the perfect success story it may initially appear to. As in many other industries, European tile manufacturers have suffered in the post-pandemic period, with a combination of global factors contributing to higher costs and lower sales. For example, while Italy’s results were better in 2024 than in 2023, this number was much higher still back in 2019, when the industry achieved 407 million sqm total sales volume.
Today, imports from China and India occupy a huge and ever-growing section of the European tile market, while Italian manufacturers bear the increasing burden of the EU’s environmental regulations, squeezing their margins even tighter. Although the quality and heritage of its products mean the sector is unlikely to see a permanent decline, this is undoubtedly a challenging and uncertain period, one which is likely to get harder before it gets easier again.
An eye on the competition
Asked what makes Italian tiles stand out from those of other nations, Ceramics of Italy told TSJ: “There is a noticeable difference in quality and aesthetics when looking at an Italian ceramic product versus others. Produced at a higher temperature than competing tile products, Italian porcelain possesses an uncompromising strength.
“This has made it a top choice for use in high-traffic areas, where it will not fade under the daily wear and tear of its environment. In addition, Italian tiles are also known for their beauty. Italian manufacturers are constantly pushing the creative boundaries when it comes to design, producing stunning collections in a wide variety of colours and styles not yet explored in ceramic.”
While the quality of Italian tile manufacturing is in little doubt, the country’s competition has grown stronger and stronger over the last few years, and currently low-cost tiles imported from Asia pose a significant threat to Italy’s position in the European market. In fact, at a conference held in December of last year, Confindustria Ceramica president Augusto Ciarrocchi specifically highlighted imports from India as a problem that necessitates action at the EU level, calling for substantially increased tariffs on these products. Ciarrocchi also criticised the lack of a mandatory “Made In” system for ceramics to indicate their country of origin, which he argued would help customers identify Italian products more easily.
Looking further afield still, Confindustria Ceramica has raised concerns about rising import duties in the United States under the Trump administration, which could have huge repercussions on one of the nation’s most successful export markets.
Sustainably minded
One area where the Italian ceramics industry is still undeniably leading the pack is sustainability. Companies across the sector are investing significantly into their environmental initiatives to maintain this point of distinction over lower-priced competitor products from Asia.
Speaking with TSJ for our Guide to Sustainable Tiling last year, Mauro Rullo, sustainability and climate policy manager of Confindustria Ceramica, said: “Sustainability is a top priority for the Italian ceramic tile industry. This is evidenced by the significant investments made over the past decades in improving raw material formulations, adopting advanced manufacturing technologies and delivering durable, inert products.
“These efforts have enabled the Italian ceramic tile industry to achieve outstanding levels of excellence, establishing it as a global benchmark in the ceramic tile and bathroom furnishing sectors. The industry’s commitment to sustainability is a key distinguishing factor that resonates strongly with consumers, who are increasingly attentive to environmental issues.”
This year, Confindustria Ceramica is attempting to leverage a collective sense of obligation towards the climate with its new communication campaign titled: “I choose responsibly”. The campaign asks consumers to look beyond the financial cost of a product to its environmental and human cost as well.
Notable companies within the sector, such as Florim and Atlas Concorde, have made sustainability a significant part of their public identities. This year, for example, Florim took part in the M’illumino di Meno campaign on 16 February, which tasked companies and individuals with reducing their energy consumption to the absolute minimum. For the event, the company turned off the exterior lighting at its manufacturing plants in Fiorano Modenese and Mordano for a full day, which it described as “a symbolic gesture but of great impact, aimed at raising public awareness on the crucial issue of energy saving”.
Atlas Concorde, on the other hand, has developed products specifically to offset the environmental impact of ceramics manufacture, such as its Atlas Pack, which the company describes as “a packaging system designed in accordance with the principles of a circular economy”.
Showing off
In the challenging and uncertain context the Italian tile sector now finds itself, international promotion is more important than ever. As such, Ceramics of Italy is redoubling its efforts in 2025 to showcase the country’s products across the world at a variety of shows and events globally, culminating at the Cersaie exhibition, set to take place from 22-26 September later this year.
One slightly closer stop on Ceramics of Italy’s world tour will be Clerkenwell Design Week, which returns to London between 20-22 of May. As always, TSJ will be sure to attend and report back on the invariably impressive products Italian manufacturers bring to the show.
