Ceramic, Porcelain and Special-Effects Tiles Gain Ground in Home Decor

Hard surfaces, including ceramic and porcelain stone tile, are becoming quite popular among homeowners. In 1997, U.S. consumers installed 80 million square feet of porcelain stone tile (representing 4% of the total floor tile market), while an estimated 245 million square feet will be used in 2003 (which, by that time, would account for 10% of the total floor tile market).

Technology has spawned a new generation of colors and patterns in porcelain stone tile. These new looks have definitely caught the consumer's eye. No longer content to accept a cookie-cutter version of their neighbor's decorating choices, consumers now prefer to be on the cutting edge of today's ground-breaking floor covering products. As a result, we are witnessing the convergence of technology and a new kind of customer.