Development of the global economy and improved
status of living has been a major contributor to the growth in demand
of ceramic sanitary wares. The upsurge in real estate developments
across the globe has enhanced this demand.
Additional micro factors enhancing the demand pull
of ceramics is lower energy costs and labor costs, which make
production easier and manageable. Changing preferences among consumers
towards luxury products of higher value has also caused a significant
shift in the demand curve. Luxury ceramic hygienic wares include
spas, shower systems, bigger sized baths and saunas.
According to research, the Asian continent and
pacific regions are global leaders in production due to lower
production costs and a high number of small to medium scale
manufacturers. Likewise, these regions have the greatest demand for the
products followed by Europe and the Americas.
Segmentation of the market
Certain elements of manufacturing and usage have led to segmentation of the market these are classified as;
- Manufacturing technology; here there are two important techniques and these are slip castings and those done by pressure casting. The slip casted products have greater market share as compared to pressure castings.
- Type of products; these include under and over counter wash basins, wall mounted, semi counter, and pedestal types.
- Closets ; Water Closets are the high and low level types as well as the closed systems
- Bidets; the over-rim and rim type bidets.
Certain geographical regions have preference for
particular designs of these products, which has resulted to this kind
of segmentation.
Innovative Designs are Important Demand Drivers
The changing shifts in lifestyles especially in the
United States market has led to development of casual lifestyles
creating a shift from traditional shapes and colors to more customized
designs. The development of platinum and gold colors for decorations
in up market sectors have created a new demand that was not previously
there. Similarly, pastel and citrus decorations have greatly boosted
the dinnerware market segment.
Future of ceramics
There is great expectation that the market for the
ceramic wares will continue to grow in leaps and bounds. The Asia-
pacific region is expected to retain its dominance in the market for
the next 3 years. From a production of over 325 million units in the
year 2014, the production is expected to hit 445 million units by the
close of the year 2016. Production reports indicate that the Asian
market share could increase by up to 52% with that of Europe following
at 18 % market share.
The Asian continent is also expected to maintain
its dominance in production volume due to continued innovation in the
regional powerhouses like India and Thailand.
Emerging Markets
The developing nations are also important emerging
markets such as the construction boom in Brazil, rapid development in
china and the real estate markets in some African nations. In the
Americas the market is almost mature and the largest number of sales
come from the renovations and redesigning.
New designs of ceramic sanitary ware brands have also
emerged from the top producers to create variety and better aesthetic
appeals for the user. The future of this industry is therefore great
and promising as more and more innovations keep developing.