U.S. Countertop Market Annual Growth: 4.2%

September 4, 2015

CLEVELAND – Demand for countertops in the United States will increase by 4.2 percent through 2019, according to a new study, with natural stone taking a slightly larger slice of the business.

The Countertops study, released by The Freedonia Group late last week, estimates natural stone reaching closer to a one-fifth share – 19.1% — of a 810 million ft², $29.3 billion countertop market in 2019, ranking second only to a 43.8% demand for laminates.

Solid-surface will account for 13% in 2019, the study notes, with quartz surfaces accounting for 8.5%. Other materials, including tile, account for the rest of the market.

Growth through 2019 will be propelled by a rebound in new building construction activity as well as increased spending on improvement and repair of existing structures. Value gains will also receive a boost due to a shift in the product mix from laminates to higher-priced alternative materials.

The health of the residential market is critical to the countertop industry as it typically accounts for about four-fifths of countertop demand.

A drop in the average price for granite (partially due to an increase in low-cost imports) over the past decade has made this material available to a larger portion of the mass market. A moderate pricing structure and consumer preference for the appearance of stone will promote granite demand as home remodeling and new home construction ramps up.

U.S. Countertop Demand
(millions square feet)
	2009	Share	2014	Share	2019	Share
Laminates	301	51.2%	300	45.5%	355	43.8%
Natural Stone	90	15.3%	120	18.2%	155	19.1%
Solid Surface	73	12.4%	85	12.9%	105	13.0%
Engineered Stone	34	5.8%	52	7.9%	69	8.5%
Cast Polymers	41	7.0%	46	7.0%	55	6.8%
Tile	39	6.6%	44	6.7%	50	6.2%
Other Materials	10	1.7%	13	2.0%	21	2.6%
Total	588		660		810
© 2015 by The Freedonia Group Inc.

“While the continued mainstreaming of the material bodes well for overall granite countertop sales,” notes analyst Pamela Safarek, “it also suggests that high-end homes, as well as businesses, are in the process of moving on to other, less-commonly-used surfaces.

“As a result, engineered stone, natural stones other than granite, and niche materials such as various metals, concrete, and recycled materials will benefit as high-end homeowners and business owners seek novel, higher-value materials to distinguish their countertops from the mass market.”

Laminates remain the most popular countertop material in the next four years, although its share will continue to slide due to intense competitive pressure from alternative surfacing materials.

However, laminates will account for over one-third of additional sales through 2019. These materials remain popular, particularly for the budget-conscious. Product developments providing a more stone-like appearance, such as high-definition graphics and complex edges, will also help to limit the decline in market share.

Countertops is available for $5,500 from The Freedonia Group.

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