Il 2025 it has just begun and with it the new Ceramics of Italy campaign, which puts the spotlight on sustainability Environmental Sustainability and on people. This campaign does not limit itself to promoting a product, but wants to tell a story of excellence, made of cutting-edge production processes and a strong bond with the territory. A combination of tradition and innovation that faces future challenges with the aim of combining efficiency e innovationWithout sacrificing quality and the typical beauty of the Made in Italy:.
Ceramics of Italy 2025: the relaunch of Made in Italy ceramics
The heart of the campaign is the idea that Italian ceramic companies are not only custodians of a centuries-old tradition, but also pioneers of a sustainable transformation. Companies in the sector are engaged in a real green revolution, with investments targeted in waste recovery, in the use of renewable energy and in reduction of emissions. Thanks to the adoption of systems with high-efficiency cogenerators and photovoltaic panels, a significant part of the energy requirement is met by renewable sources. This not only allows for a reduction in CO2 emissions, but also improves energy efficiency and contributes to healthier air, without compromising productivity. In addition to their commitment to the environment, Italian ceramic companies also aim to ensure the security and the welfare of workers, adopting processes that protect both people's health and the environment. But that's not all: Ceramics of Italy invites consumers to make responsible choices, focusing on a product that, in addition to beauty, respects the environment and supports local communities, distinguishing itself from those who do not adopt the same high standards.
A growing ceramic sector but with challenges to face: 2024 in summary
For the Italian ceramic industry, 2024 was a year of small successes, but also of some setbacks. The sales they saw a slight increase (+1,9%), with a total volume reaching 376 million square meters, but the production registered one contraction of 2%. THE exports, which represent the main share of sales, increased by 2,4%, while on the domestic market modest growth was seen (+0,3%). The situation on foreign markets is varied: while theEurope continues to show signs of stagnation, markets like that North American e Asian are recording a slight recovery. Despite this, compared to pre-Covid data, sales volumes are still down 7,5%, confirming that the recovery is still slow and irregular.
Ets, energy, US duties and unfair competition: the shadows that threaten Made in Italy ceramics
The challenges for the future of the Italian ceramic industry are not few and range across different fronts. One of the most urgent issues concerns the Ets system (Emissions Trading System), which has been at the center of much discussion in recent years. Despite the investments already made by companies to reduce their emissions, the current system is creating difficulties. The lack of sufficient technological alternatives makes it difficult to comply with the obligations, effectively transforming the purchase of CO2 quotas into a sort of production tax. Companies are asking for a review of the ETS system, with the introduction of measures that do not excessively penalise the most virtuous industries.
Another hot topic concerns the energy costs, which in Italy are decidedly higher than in other European countries, not to mention international competitors. Italian companies, already put to the test, risk seeing their competitive disadvantage further increase if there is no intervention with the completion of the single energy market that reduces disparities between countries. In this scenario, companies are calling for harmonization of rules and aid to companies at European level.
Furthermore, the unfair competition is increasingly a problem for the sector. Imports of low-cost ceramics from countries such asIndia are growing, often coming from production realities that do not meet the same environmental and safety standards on work. The response of the Italian ceramic industry is clear: a stronger trade defense is needed, with the introduction of anti-dumping duties higher to protect the “Made in Italy” and defend the quality of the products. Furthermore, the regulation of the international market cannot ignore the phenomenon of “Made in”, where the lack of indication of origin of the products fuels unfair practices.
It flies, i trade tariffs in the United States are increasingly worrying the sector, one of the undisputed champions of Italian exports. A possible increase in tariffs on Italian ceramics could reduce access to one of the most important markets, further worsening an already difficult situation. The fear is that, with the US market more closed, producers from other countries could divert their overproduction directly to Europe, putting further pressure on Italian producers.
In general, the Italian ceramic industry is trying to navigate an international context that remains uncertain, but with the awareness that one of the keys to remaining competitive is the innovation , sustainability.
