Respect defines the Spanish ceramic tile industry in 2025
ASCER continues to lead from the front
VALENCIA, SPAIN — In 2025, the Spanish ceramic tiles industry distinguishes itself from the global competition through respect, a profoundly ingrained, unique European trait.
This was the overarching message delivered to journalists from more than 24 countries attending a press conference hosted by ASCER – the Spanish Ceramic Tile Manufacturer’s Association – on the sidelines of CEVISAMA 2025 in Valencia, Spain, on February 25, 2025.
Speaking in the context of the Spanish ceramic tiles sector accounting for 15,000 direct jobs nationwide, Vicente Nomdedeu Lluesma, ASCER President, stressed that every ceramic tile produced in Spain is based on respect for people, the environment, ideas, and clients.
This respect is considered throughout the manufacturing and pre-production phases by implementing various quality controls, standards, and practices. These measures ensure not only the physical and technical integrity of the products but also their aesthetic and cultural integrity, Nomdedeu noted.
ASCER staying power
Most of Spain’s ceramic tile manufacturers—family-run and group-owned—are affiliated to ASCER. They collectively market their products globally under the Tile of Spain branding, with Nomdedeu highlighting the sector’s vast international presence and the importance of global sales.
He added that the ceramic tile industry remains one of Spain’s strongest export sectors, with 72% of total sales destined for markets in 186 countries worldwide.
According to Nomdedeu, the Spanish ceramic tile sector ended 2024 on a moderately positive note for production, domestic sales, and employment. In 2024, the total turnover for the ceramic tile industry reached €4.819 billion. While this marks a decline of 0.9% compared to the previous year, the international market remains a vital contributor, accounting for 72% of total sales.
However, exports decreased by 2.4% to €3.479 billion. On the other hand, the domestic market saw positive growth, with sales rising by 3.1% to €1.34 billion (provisional figures).
In 2024 Europe was the primary market for Spain’s ceramic tiles, with six countries in the top ten export destinations, collectively absorbing 51.1% of all exports. The European Union remained a dominant force, constituting 40.2% of exports. The United States, as the top global market for Spanish ceramic tiles, led the rankings with €470.2 million in sales, representing 13.5% of total exports.
Nomdedeu acknowledged the competitive edge of the Spanish ceramic tile industry, stating: “A significant part of our business is generated in highly demanding markets where customers seek products with high levels of innovation, design, and quality. These are mature markets that appreciate the added value of Spanish ceramics.”
He also highlighted the ongoing industry communication campaign, “The Secret Ingredient,” supported by the Generalitat Valenciana regional government. This campaign aims to underline the unique qualities of Spanish ceramic tiles, focusing on their unmatched standards of quality, sustainability, and innovation.
As Nomdedeu explained: “Choosing Spanish ceramic tiles means opting for a material that meets the highest standards, produced with respect for the environment, people, ideas, and our customers.”
‘The Secret Ingredient’ campaign
At the heart of ASCER’s message for 2025 is ‘The Secret Ingredient,’ a symbolic reference to the values that differentiate Spanish ceramics from the competition. While ceramics may seem simple, the industry incorporates an essential ingredient that is not immediately visible—respect. Respect for the environment, for people, for ideas, and customers is the foundational ethos of Spanish ceramics.
This focus on respect, particularly for the environment, has allowed Spanish ceramics to stay ahead in sustainability. Spanish ceramic manufacturers excel in resource management, minimising their environmental footprint and prioritising circular practices.
A recent study by the Institute of Ceramic Technology (ITC) revealed that Spanish ceramics have a waste recycling rate of 0.193%, a remarkable achievement. In 2023 alone, these practices saved 810,000 tonnes of raw materials, equivalent to 75 times the weight of the Eiffel Tower, said Nomdedeu.
Moreover, water consumption was reduced by 923 million litres, comparable to the volume of three supertankers or 30.7 Olympic swimming pools. These measures and efforts to reduce CO2 emissions demonstrate the industry’s commitment to sustainability.
Nomdedeu elaborated on how Spanish ceramic products contribute to energy efficiency, particularly in building envelopes. “In a recent study, we verified that energy demand reductions can be achieved thanks to the use of ceramics in facades, varying between 24% and 50%, depending on climatic conditions,” he explained.
This performance exemplifies the long-lasting benefits of ceramic tiles in building design, as they contribute significantly to energy conservation over their life cycle.
Respect for people, ideas, environment
The new ASCER campaign emphasises respect for people and ideas and environmental respect. The ceramic sector in Spain primarily comprises family-run and small businesses, and the industry prides itself on its talented workforce.
Spanish ceramic manufacturers employ over 15,000 people, with a significant concentration in Castellón, a region that has become the heart of European ceramic production. The industry multiplies the Spanish economy, with each job in ceramics creating an additional 5.2 jobs in other sectors.
As part of its commitment to respect for people, the sector guarantees fair and safe working conditions, social benefits, equal opportunities, and ongoing training. This dedication to human capital fuels the innovation and creativity that drives the sector forward.
Nomdedeu emphasised the importance of innovation and the role of design in the success of Spanish ceramics.
“Spain is the cradle of innovation in ceramic design, blending cultural heritage with cutting-edge avant-garde concepts. The high geographical concentration of the sector in Castellón has fostered a knowledge cluster, constantly evolving to incorporate new design ideas and technologies.”
Respect for the customer
Finally, respect for the customer is a central pillar of ASCER’s philosophy. The ceramic sector views its clients not merely as buyers, but as long-term partners. To support this partnership, companies in the industry offer exceptional service, personalised advice, and ongoing support throughout the lifecycle of their products. ASCER hosts seminars for distributors and prescribers and provides promotional tools to help position Spanish ceramics in global markets.
As Nomdedeu summarised: “Respect for the customer is embedded in everything we do. It is reflected in the quality of our products, the excellence of our after-sales service, and our commitment to delivering customised solutions tailored to each market.”
Looking to the future
As the Spanish ceramic tile industry navigates a complex global market, Alberto Echavarria, ASCER Secretary, said ASCER remains steadfast in its commitment to continuous improvement, sustainability, and respect. The combination of innovative design, cutting-edge technology, and an unwavering focus on quality ensures that Spanish ceramics will continue to lead the way in the global market.
Nomdedeu concluded: “Respect is more than just a value for us; it is the key to our success and the foundation for a better future. We are committed to working towards a more sustainable, innovative, and respectful industry.”
ICEX España Exportación e Inversiones supported the ASCER press conference which also featured Lutzía Ortiz and Ana Benavente from the Trends Observatory of the Institute of Ceramic Technology reviewing the latest design proposals from the Tile of Spain companies participating in CEVISAMA 2025. They emphasised how Spanish ceramic tiles adapt to consumer needs by offering design, versatility, and functionality.
The press conference ended with the presentation of the 23rd Tile of Spain Architecture and Interior Design Awards sponsored by PortValencia, Torrecid and PwC España, and also received the backing of the Generalitat Valenciana’s Regional Ministry of the Treasury and the Economy.
CEVISAMA—the leading trade event for the ceramic, bathroom equipment, and natural stone sectors—was held at Feria Valencia from February 24 to 28, 2025.
Hero image: (L-R) Alberto Echavarria, ASCER Secretary, and Vicente Nomdedeu Lluesma, ASCER President, brief the international news media on February 25, 2025, about the Spanish ceramic tiles industry’s performance in 2024. Credit: Arnold Pinto
