Italy is one of the leading global exporters of ceramic tiles and sanitary ware in terms of both volume and value, with its exports accounting for close to 32 per cent of the total ceramic tiles international trade value.
In 2024, the country produced approximately 366 million square meters of ceramic tiles, 82 per cent of which was sold in various markets across the globe ‒ earning the country around five billion euros (Sh753.15 billion) in export revenue, according to data from Confindustria Ceramica, the association representing Italian tile producing companies.
Despite their large-scale production, Italy’s ceramics companies rank globally among the lowest carbon emitters, thanks to the investments they have made in minimising their social and environmental impact. In 2023, the companies invested almost half a billion euros in sustainability, even as their cost of production increased by 120 million euros (Sh18.2 billion) due to factors such as increase in taxes, trade tariffs and cost of energy.
“Despite the uncertainty created by macroeconomic and geopolitical tensions, Italy has remained grounded in the face of relentless pressure from low-cost producers,” said Filippo Manuzzi, Chairman for Promotional Activities and Trade Fairs, Confindustria Ceramica.
Filippo Manuzzi, Chairman of the Committee for Promotional Activities and Trade Fairs at Confindustria Ceramica.
Photo credit: Pool | Nation
“The country’s ceramics companies regularly allocate six to 10 per cent of their turnover to innovation and sustainability, even during difficult economic periods,” he added.
Filippo was speaking during the 42nd edition of CERSAIE, an international trade exhibition held annually to showcase the latest trends, products and innovations in ceramic tiles and bathroom furnishings.
The event, organised by EDI.CER. spa, promoted by Confindustria Ceramica, with the support of the Italian Trade Agency (ITA), was this year held between 22 and 26 September in Bologna, Italy.
Themed "A space for architectural design," this year’s edition provided an opportunity for real estate stakeholders from around the world, to benchmark with Italian companies on the strategies they are adopting to produce ceramic tiles in a sustainable manner.
“Over the last 20 to 30 years, many countries have emerged from poverty and are now growing at very rapid rates,” said Mauro Battocchi, Director General for the Promotion of the Country System, MAECI.
“These countries are looking for cultural role models from whom they can borrow ideas on how they too could reduce pollutant emissions and the consumption of natural resources, as they develop,” he added.
With its population growing at an annual average rate of more than two per cent, creating a demand of between four to five million housing units every year, Africa stands as one of the regions that could benefit from having Italy as an exemplar.
By adopting some of the strategies Italian ceramic companies have undertaken to minimise their social and environmental impact, the continent could avoid the costly environmental damage occasioned by the historical development of its exemplar and leverage its own abundant natural resources more effectively for green growth.
Environmental Sustainability
Various ceramic tiles on display at the 42nd edition of Cersaie, the International Exhibition of Ceramic Tile and Bathroom Furnishings which will be held in Bologna, Italy, from September 22 to 26, 2025.
Photo credit: Pool | Nation
To cushion consumers against the increased energy costs, the European Union directed developers to ensure that buildings, which are the continent’s largest energy consumers, use very little energy by 2020.
This ‘nearly-zero energy’ status would be achieved by incorporating features such as high thermal insulation, high-performance windows and on-site renewable energy sources like solar panels in the buildings.
“The issue with this level of insulation is that it often led to moisture build-up and growth of mould in poorly ventilated buildings,” said Andrea Vaccari, Area Manager, Asia-Pacific Region, Progress Profiles.
One of the ways Italian ceramic manufacturers would counter this, is by introducing pore forming agents during the engineering of products to enhance their capacity to absorb and release water vapor.
They would also optimise the internal pore structure of products by subjecting them to a firing process that interestingly, although it increased their porosity, it also enhanced their strength and durability.
“Unlike other types of indoor flooring which may require frequent replacement, properly developed ceramic tiles can typically last as long as the building itself,” said Armando Cafiero, Managing Director, Confindustria Ceramica.
Various ceramic tiles on display at the 42nd edition of Cersaie, the International Exhibition of Ceramic Tile and Bathroom Furnishings which will be held in Bologna, Italy, from September 22 to 26, 2025.
Photo credit: Pool | Nation
“The secret to this longevity lies in the firing process, an essential step which ensures that although produced in a very short time, the products can achieve a lifespan of approximately 50 years,” he added.
While it helped to improve the functionality of products, the firing of the ceramics had huge implications on the environment, as evidenced by a 2010 report which showed that each year in the European Union, the firing of ceramics resulted in the emission of 19 million tonnes of CO2.
To limit their carbon emissions, ceramic companies in the Sassuolo district, which is the main ceramic manufacturing hub in Italy, signed a voluntary area agreement with the Emilia Romagna regional government in 2019 that set out measures for the progressive reduction of total permitted emissions across the district. The agreement established a quota system which allocated each manufacturing facility a maximum number of quotas, with each quota representing one kilogram of daily emissions of nitrogen oxides and hot and cold dust. These measures, according to data from the Emilia-Romagna Regional Agency for Prevention, Environment and Energy, have resulted in a 65 per cent drop of emissions within the Sassuolo ceramic district.
The 2019 voluntary area agreement also tasked Italian ceramic tile factories with reusing all of their unfired and fired waste, as well as collecting waste from other industries for use as raw materials in their production activities.
“With 8.5 per cent of raw material requirements covered by recycled waste, the need to extract new natural resources, such as sand and feldspars became significantly reduced,” said Francesco Forese, Export Area Manager at Mirage Granito Ceramico S.p.A.
In addition, all wastewater from their production activities was to be treated and reintroduced into the production cycle. Meeting 52 per cent of their water requirements, these water recycling practices saw the factories save approximately 3.3 million litres of water in 2022.
The agreement also tasked factories to use packaging made from partially recycled materials, so as to promote the principles of a circular economy, where materials are repurposed at the end of their life cycle.
Various ceramic tiles on display at the 42nd edition of Cersaie, the International Exhibition of Ceramic Tile and Bathroom Furnishings which will be held in Bologna, Italy, from September 22 to 26, 2025.
Photo credit: Pool | Nation
Subsequently, the Italian ceramics industry has shifted its sustainability strategy from a primarily focus on pollution reduction to a more comprehensive approach encompassing responsible production, resource management, as well as occupational health and safety.
For example, through a memorandum signed in 2021 between Confindustria Ceramica, the Emilia-Romagna government, Acimac and the trade unions, the sector established clear criteria for identifying and protecting workers exposed to substances such as crystalline silica.
The memorandum also focused on minimising the risk of injuries, particularly musculoskeletal disorders, through a proactive approach in collaboration with organisations such as the National Institute for Insurance against Workplace Accidents (INAIL).
“Ever since the early 2000s, Italian companies have been introducing new measures to ensure the safety of workers,” said Lorenzo Galanti, General Director at the Italian Trade Agency (ITA).
“These measures, which include thorough risk assessments, specific training, reorganisation of work practices and the use of personal protective equipment, have achieved notable results in terms of health and safety in factories in accordance with the European Union recommendations,” he added.
Various ceramic tiles on display at the 42nd edition of Cersaie, the International Exhibition of Ceramic Tile and Bathroom Furnishings which will be held in Bologna, Italy, from September 22 to 26, 2025.
Photo credit: Pool | Nation
According to the International Finance Corporation (IFC), the use of quality building materials could help reduce global carbon emissions in construction value chains by about 23 per cent by 2035, with emerging markets accounting for about 55 per cent of this projected reduction.
As real estate developers push to meet the growing demand for housing in the continent, one of the issues posing a challenge to the sustainable development of Africa’s construction industry is the lack of objective data about the materials available for use.
Whether deliberate or not, this lack of information about the production, lifespan and overall composition of materials, is contributing to a shorter lifespan of buildings coming up in Africa, compared to the developed world.
“Material choice directly influences a structure’s durability against wear, its visual appeal and eco-friendliness,” said Stefano Grappi, Export Manager, Arkais.
“Without access to information, professionals and clients cannot be able to assess the overall value proposition of a material and make informed decisions about which materials to pick to achieve a balance between functionality, aesthetics and environmental stewardship,” he added.
In Italy, Stephano says that ceramic companies adhere to a voluntary, third-party Environmental Product Declaration (EPD), which sees them provide information on the environmental performance of their products across their entire life cycle.
“This publicly accessible database enables real estate professionals such as architects and designers, as well as end-consumers to make responsible and informed purchasing decisions,” explained Grappi.
Every year, Confindustria Ceramica and the Emilia-Romagna government develop annual Integrated Environmental Authorisation reports on the environmental impact of the Italian ceramic industry.
The sector report evaluates 35 environmental performance indicators, offering a comprehensive view of the environmental impacts of production activities of the ceramic manufacturing companies, from raw material extraction to final disposal. In addition, in 2017, the Italian Ministry of Economic Development launched the Mater Ceramica project, an initiative aimed at documenting Italy’s industrial ceramic sector, mapping the entire national production landscape in order to create a publicly accessible database.
