THE Brazilian ceramics market follows as a strategic sector of the construction industry, combining tradition, innovation and strong international presence. In 2025, there are expressive opportunities both in the domestic and foreign markets.
Overview of national production and market
THE Brazil is the 3rd largest producer and the 3rd largest consumer in the world of ceramic coatings, in addition to occupying the 6th position among global exporters.
THE production is concentrated in hubs such as Santa Gertrudes (SP) and Criciúma (SC), totaling 81 factories and 137 brands. Only in the sanitary ware segment, the country manufactures around 22 million pieces per year, being among the five largest global producers.
The sector generates around 50 thousand direct jobs and 200 thousand indirect jobs, representing 6% of GDP of the building materials industry.
Competitiveness and differentials
THE Brazilian ceramics are recognized for their quality, affordable price, durability, sustainability and versatility, factors that make it competitive in the global market.
In 2023, the country exported 88.6 million m² of ceramic coverings, earning US$1.4 billion, with the United States as the main destination. Although domestic production meets most of the demand, there are still occasional imports for specific niches, which shows the international integration of the sector.
Trends and opportunities for 2025
THE sector maintains competitiveness against imports and creates opportunities in high value-added niches.
The ceramics sector is moving towards expansion and innovation, with emphasis on:
- Exclusive and value-added products, aimed at demanding consumers.
- Sustainability in production processes and choice of raw materials.
- Digital technologies and 3D printing that elevate sophistication and design.
- Functional ceramics, such as antimicrobials and with special applications.
- Efficient logistics, essential for exports and serving the domestic market.
Challenges in international trade
The Brazilian ceramics market has been facing significant impacts following the adoption of additional tariffs by the United States. In the first 30 days of the measure, exports to the North American market fell 62%, compared to the same period last year, according to ANFACER (National Association of Ceramic Coating Manufacturers).
Production aimed at the American market is specific and redirecting it is not simple. The Association's projections also indicate that, if the measure is maintained, there could be a drop of up to 40% in exports in 2025.
During the interview with Times Brazil, Sergio Wuaden, President of ANFACER, highlighted that the Businessmen's mission, held in Washington at the beginning of September, represented a strategic opportunity to defend the interests of the Brazilian ceramic industry and show how the sector operates in a collaborative and complementary manner between Brazil and the USA.
This scenario reinforces the need for the sector to adopt strategies not just reactive, but also preventive, capable of protecting companies in contexts of instability.
Way Back and the ceramics sector
With global operations exposed to financial risks, a Way Back, via TCM Group International, supports companies not only in credit recovery, but also with preventive solutions.
Among them, the most notable is Credit Report, an international product that allows exporters to gather qualified information about markets and trading partners. This tool is essential in uncertain scenarios, helping companies anticipate risks, evaluate relationships and conduct negotiations more safely.
With preventive measures, manufacturers and distributors ensure financial health, mitigate risks and can direct their efforts towards innovation and competitiveness.
Sources: Propeq, Ceramics of Brazil, DC Logistics Brasil and ANFACER
