Economic fluctuations and labor shortages may continue to burden the tile category in the coming year. Suppliers say adaptation on the part of both manufacturers and their retail partners will help weather the storm, while innovation and design will continue to draw the consumer’s eye back to this aspirational category.
Raj Shah
co-CEO, MSI
What is your projection for the category in 2024?
As we move into 2024, despite ongoing economic challenges, we anticipate that higher-end consumers will remain resilient, as they are not burdened by mortgages. Tile products are an ideal fit for this demographic, and we expect that 2024 will once again confirm this trend. Furthermore, most of the supply chain obstacles have been resolved, so we don’t anticipate product availability to be a concern in the upcoming year.
What are some of the biggest challenges facing the category in 2024?
The macroeconomic landscape may remain a source of concern in 2024. If there is a decline in employment, it could pose a significant problem. However, even in the absence of a general employment downturn, labor shortages persist as an issue. This predicament affects not only retailers and distributors but also has implications for installation services.
How do those challenges need to be addressed?
MSI continues to adapt to economic fluctuations, investing in our geographic footprint and expanding our on-trend product assortment responding to consumers’ needs.
What are the biggest opportunities for 2024?
This pertains to motivating consumers, and it applies not only to traditional flooring but also to various new spaces within the home such as walls, pavers, countertops, showers and more.
What are your biggest initiatives for 2024?
In 2023, large-format tiles emerged as a significant success story. Additionally, the appeal of natural stone appearances resonated with consumers, Furthermore, wall tiles also achieved substantial success.
Scott Maslowski
senior vice president of sales, Dal-Tile
What is your projection for the category in 2024?
Overall, we’re projecting the category to be down in that 2% neighborhood in square footage. I think as you get into ‘25 and ‘26, things will turn back positive. But in ‘24 we’re expecting residential to still trend negative. But I would tell you that even in an overall forecast that has the market down a couple points, we’re bullish that we’re going to continue to move this thing forward. So I’m excited about what ‘24 and beyond has to offer us.
What are some of the biggest challenges facing the category in 2024?
I think you start with the economic headwind. We have the Fed aggressively doing what it needs to do to slow the economy down, get inflation under control. So, mortgage rates, interest rates. That’s really what’s holding us back a little bit going forward. And then I would say ceramic faces a unique challenge in regard to labor and the lack of enough qualified labor in North America to install the product.
How do those challenges need to be addressed?
We’ve probably taken as aggressive of an approach as we have in historical times. We’ve always been active, but we’re ramping up our efforts in regard to partnering with the NTCA, the TCNA, the CTEF and really driving it all the way down to the trade schools that being a tile installer is a great career. We really have ramped up our efforts all the way down to the local level.
What are the biggest opportunities for 2024?
The opportunity is endless for ceramic tile. The biggest opportunity remains the wall.
What are your biggest initiatives for 2024?
We’ve doubled our quartz plant. That’s a huge initiative for us. At the same time, we continue to add polish products into our portfolio. And then from a service perspective, a lot of emphasis on the technology side.
Carl Delia
CEO/ president, Emser Tile
What is your projection for the category in 2024?
We’re looking at sustained growth and innovation as primary success points in the year ahead.
What are some of the biggest challenges facing the category in 2024?
With evolving consumer preferences, it’s important to be nimble and efficient.
How do those challenges need to be addressed?
We are focused on product and technology innovations that touch nearly every area of our business and will continue to focus on streamlining the overall customer experience.
What are the biggest opportunities for 2024?
We are confident that our industry is poised for a dynamic and prosperous year ahead.
What are your biggest initiatives for 2024?
For 2024, Emser’s focus is to continue providing the highest level of service to our customers.
