Porcelain tile (gres porcellanato) originated in Italy in the 1960s, with small formats, 20×20 cm. In 1988 it represented only 3% of the total ceramic production in Italy.

In 2018, porcelain tile exceeded 87% of total Italian ceramic production (1), and is the fastest growing segment in the world.

The demand, production and investment numbers show firm trends in favor of porcelain tile.

ceramic tile and porcelain Brazil trends
Google Trends: ceramica vs porcelanato in Brazil

This new word: porcelain tile began to spread from the 90’s, with the impulse of a superior product and desired by the customer

Other valuable information on trends may be the behavior of our business’s keywords in Internet searches, because it reveals the interest of customers towards a product.

Google Trends shows how the queries of one or more words evolve in your search engine. Is very important in marketing, to know if the terms or words chosen on a website (titles, keywords, content), match what people are looking for (demand).

Figure 1

Google Trends shows in 2004 the primacy that the word ceramica had over porcelanato in searches in Brazil (the largest market in America) and how porcelanato took away the leadership in 2015. This means that 72 searches are carried out in Brazil porcelanato, against 49 ceramica. (2 ceramicas, 3 ceramicos and 1 ceramico. Up to 5 words to compare). Porcelanico (the spanish way of naming porcelain tile) is zero in any comparison in Brazil (no relevant data, it does not mean that it does not exist)

Figure 2

ceramic and porcelain in Mexico Google search
trends in ceramic and porcelain names in Mexico

Mexico has a long tradition in artistic ceramics and tableware. Searches for ceramica are concentrated on floors and ceramic figures. The value in January 2021 is 54 for ceramica, 18 for porcelanato and zero for porcelanico.

Figure 3

Colombia ceramic and porcelain tile trends
google Trends search in ceramic and porcelain tiles Colombia

In Colombia, in January 2021 it places 91 for ceramica, 38 for porcelanato and zero for porcelanico.

There are words that are only used in the industry, while the client uses another. The industry must communicate with the words of the consumer in each region.


The word porcelanato will continue to grow in Internet searches, because it is a “premium price”, the most profitable and companies invest in that direction. Marketing preaches where there is profitability, where there is none, it is sold by price.

Communication is vital in business, it is a priority to use the same language as the locals. In the age of the Internet, you must focus on words (always check Google.com/trends), which is the way customers search for a product.


ceramica ceramicas ceramico ceramicos are four variants and several meanings: a) flooring, b) artistic, c) utensils, d) other

The more diverse meanings a word has, the more difficult it is to search on the Internet. And it is more difficult to differentiate, because first you have to explain what type of product we offer.

For example:

Ceramicaportinari.com.br is a leading Brazilian company in ceramics and porcelain.

Infoceramica.com is a Spanish artistic ceramics information website.

Ceramica-Bariloche.com is a company of ceramic tableware, ornaments.

Without prior knowledge of the brands, you cannot know what kind of product you offer.

Julio Sol




confindustriaceramica.it (1)