The survey also underscores the towering presence of Dal-Tile in both segments. Asked to name the top selling brand of ceramic tile and, separately, their top selling brand of stone, Dal-Tile landed in the top spot both times. In ceramic tile, the company was listed as No.1 by 21% of the respondents. In the stone segment its position was even stronger: the 60-year old Dallas-based company was named as the top seller in that area by 27% or the respondents.
Even so, the retailers and contractors participating collectively identified many other brands as their top seller. In each segment more than a dozen brands were collectively named as a top selling brand. Rounding out the top five brands in tile were American Olean (17%), Florida Tile (8%), Mohawk (8%) and Interceramic (6%). In stone the top five included Interceramic (7%), American Olean (6%), Florida Tile (6%) and Emser (6%). While Dal-Tile clearly enjoys dominance in tile and stone, both segments are still highly fragmented with numerous companies angling for market share. All told, 59 manufacturers/brands were included in the survey.
Also noteworthy is the fragmentation of product sold by retailers / contractors surveyed. About 63% of these retailers’ total ceramic tile sales volume is attributable to flooring products, while 19% is reportedly generated by wall tile and 10% from countertops and backsplashes. Trims and decorative tile accounted for 6% of their volume and 2% from exterior products. These findings suggest that traditional flooring retailers and contractors are keeping up with consumer demand and diversifying their product offerings.
Editor Note:This is a snapshot of a new comprehensive study examining the retail market for ceramic tile and stone/marble. The conclusions are based on the opinions, preferences and purchasing behavior of U.S. flooring retailers/dealers and have been compiled from an in-depth study conducted by Clear Seas Research, a division of BNP Media.
The study targets 5,000 U.S. flooring retailers/dealers of which 3,500 are active, qualified subscribers toTILEmagazine and 1,500 are active, qualified subscribers toNational Floor Trendsmagazine. A total of 472 survey questionnaires were completed by retailer respondents.TILEandNational Floor Trendsare both BNP Media publications.
For more information on obtaining the complete report or any specific aspect of it contact Kelley Trost at (248) 786-1616.