Tile Trends for 2009

Tile Trends for 2009 – The Tile Association

“The developments in tile design and manufacturing technology have been outstanding over the past decade.  The UK tile sector has rapidly grown as ceramic tiles have evolved from a utilitarian wall covering, for the kitchen and bathroom, to a fashionable, decorating statement with applications throughout the home”. Steve Whitehurst, Marketing Director at Craven Dunnill.

How has the market developed for tiling over the past three years?

The main trend is still size; tiles just get bigger and bigger and the use of floor tiles continues to increase.  Floor tiling is no longer confined to the bathroom and kitchen but is now used throughout the ground floor of a house.   Wood laminate replaced carpet and because of its durability and practicality tile is replacing wood laminate.

Surface Tiles told us “An increasing volume of residential and interior design led sales are being generated through the use of porcelain and natural stone tiles where wooden floors were once popular.

On the current market economy Lesley Taylor, Interior Designer and Design Director of Taylor’s Etc told us “Although the current economic state is having an undesired effect on the homebuilding, renovating and tile market, the tiles’ new found versatility and design strength has thankfully encouraged sales and consequently created a sense of stability in the market.”

Is it tiling or cladding which boasts the greatest sales? Which is the fastest growing sector?

TTA retail and distributor members tell us that tiling dominates the market, generating the highest volume of sales and the extensive use of tiling throughout the home, as more and more areas are being tiled and the tile designs themselves become more diverse means that this is by far the fastest growing sector.  N&C Nicobond told us “In bathrooms and kitchens there has been a shift in recent years with the materials used, bathrooms are increasingly covered in ceramic or natural stone due to the hygiene benefits, fashionable looks and lifetime cost benefits.”

What factors have influenced the development of the tiling market?

Advances in technology have greatly influenced the tiling market. James Reed of Reed Harris says, “The biggest change has been the introduction of porcelain tiles. Porcelain tiles are fired at 1200ºC, changing the composition of the clay and making a tile which is extremely strong, very durable with low porosity.  Modern technology now allows for porcelain tiles which are difficult to tell apart from their natural counterpart.

Advances in adhesive technology are as important as those in tile manufacture.  Tiles would not be getting bigger if the adhesives didn’t exist to fix them nor would floor tiles be used throughout the home without the technology that allows us to tile to suspended timber floors.

Which boasts the greatest share, kitchens or bathrooms?

TTA members tell us that it is the  bathrooms without a doubt - Whereas previously consumers would tile small areas of the bathroom such as behind the basin or bathing area for protection, it is now common practise to tile the entire surface area of both the walls and floor. As bathrooms are the wettest area of the home tiles are an excellent choice for both wall and floor covering and the increased popularity in wet rooms, where the full room requires covering has had an effect on the size of single purchases of tiles.

Is tiling more popular for wall or floor coverings?

Tiling is generally associated more with wall covering, however, over the past ten years floor tiling has increased dramatically.  The use of tiles for both the wall and floor allows for a fully co-ordinated feel that will help to complete the overall look of the room. James Reed told us “Larger natural stone looking tiles with less grout joints are proving extremely popular for kitchen and conservatory floors. The latest trend is to coordinate a smooth surfaced tile internally with a textured tile of the same colour externally on patios and steps”.

What advantages does tiling offer to designers and specifiers when creating a bathroom or kitchen?

Jane Aukim of Johnson Tiles told us “Tiles offer durability, they are easy to maintain and clean and are a hygienic surface choice.  The wide range of colours, textures, sizes, finishes and prints offer uniqueness and the ability to create a variety of looks and schemes with them.  The format in which tiles are fixed can also alter the appearance dramatically, giving the feel of width or height to an area.”  Lesley Taylor of Taylor’s Etc. added.  “Essentially, with such wonderful tile options available, the designer’s job is made far more interesting and exciting.  There is more to play and experiment with and unlike before, the tiles within a room can now provide that all important ‘WOW factor’ for the consumer”

What are the latest fashions for tiling?

Natural, textured tiles provide an organic yet interesting look in large and linear formats. Mosaics tiles are also on trend and are available in a wide variety of colours and effects.

To some extent the monochrome, black and white trend continues and is accentuated by high-gloss kitchens and new high-end sanitary wear in residential and commercial environments. With the exception of some budget suppliers, porcelain has almost completely taken over from ceramic and natural stone and stone look alike porcelain predominates especially for floors

CP Group tell us “ we’ve seen a huge increase in the use of glass over recent years. With its glossy, light-reflecting surface in a huge range of colours, glass can really make a statement, plus it’s hardwearing and practical”.

How do you expect the market for tiling to progress over the next couple of years? What will be driving future change in the market?

From a design point of view Craven Dunnill see “drama and glitz as another evolving wall tile trend influenced by the buying power of wealthy Russians, which is filtering down into mainstream ranges.  Lesley Taylor reports “Having visited Cersaie, the leading European trade show this year, I am certain the tile market will continue to grow from strength to strength. There are some truly unique and exciting tile products ready to hit the high street that will inspire consumers and boost the number of interior design projects taking place”.

Surface Tiles forecast “An equal combination of new technology and design trends always drive the market, each simultaneously informing and demanding more of the other. We expect the formats to get larger still, but lighter and more robust as manufacturing technologies improve.  The increasing use of laser printing over screen printing will also mean that the variety of simulations (simulated stone, timber etc) will also increase.” 

N&C Nicobond see...”The influence of luxury patterns and textures from fashion, textiles and wallpaper trends coming through to tile surface designs. Baroque & rococo designs are seen as feature panels and strip alternative”

Johnson Tiles add “It is likely that the tile market will see increasingly larger format sizes proving popular for use on both walls and floors, offering the benefit of fewer grout lines, giving a cleaner appearance.  Future advances in technology will have a great impact on the market with the ability to manufacture in alternative ways producing higher quality end product”.

To conclude “The key to any design is to research trends in market dynamics, colours, interior and architectural design and consumer behavioural analysis. This enables designers to profile the end-consumer and provide essential lifestyle data, allowing interpretation and characterisation of market demand and turning those findings into highly pertinent and commercial product solutions. The generic trend in tiles is the use of large and linear formats” Katie Turner, Group Creative Director. Pilkington’s Group plc

The Tile Association would like to thank the following members for contributing to this article.  CP Group, Craven Dunnill, Johnson Tiles, N&C Nicobond, Pilkington’s Group plc, Reed Harris, Surface Tiles, Taylor’s Etc.  Their details can be found on the TTA website. 

For more information about The Tile Association and its members go to www.tiles.org.uk or phone 020 8663 0956

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