With the growth in engineered stone and porcelain countertop options over the last decade, there is now an expectation amongst consumers that their kitchen will have an engineered stone or porcelain worktop. Houzz reports in its latest Kitchen Trends Study that engineered stone remains the top choice for worktops, and whilst the market for stone and porcelain continues to grow, the reality is retailers and consumers alike are often bewildered by the abundance of options in the market.
Caesarstone’s 5310 Brillianza from the brand’s low-silica Mineral range of sustainable surfaces
Seemingly, there’s no end of engineered stone products available – and consumers, and even our studio partners, are reporting confusion with the abundance of unbranded materials of unknown provenance. The truth is that, contrary to some voices in the market, all stone tops are not the same; what separates a quality stone brand such as Caesarstone who offer a curated product portfolio of materials that people can trust versus the vast number of products on the market with unclear material composition, lacking safety or performance certification and with little to no guarantee or reassurance for the end-consumer or the studio supplying the material when issues arise?
As with any product sector, there are manufacturers who take their responsibilities in design, safety, sustainability and service seriously, and unfortunately, far too many that don’t. Our commitment to quality in each of these areas is the Caesarstone difference, and what separates us from the competition.
For consumers, design matters
Consumer clients tell us they want safer, more sustainable solutions, and there is an increasingly long-term expectation around quality and design.
The contrasting designs of 5151 Empira White and 5101 Empira Black combine to stunning effect
Engineered surfaces that showcase a flair for design are now amongst the most valued of investments in renovations, often offering value long after completion of the project. In addition, consumers are becoming more discerning with their tastes. In the retail market, evocative designs that capture the drama of natural stone, or the urban intrigue of poured concretes, aesthetic explorations where the Caesarstone brand excels, have long overtaken basic entry-level ‘mirror-chip’ designs and we are seeing this same trend take hold in the commercial new build market too.
It is also not enough for a surface to look “a bit like marble”, consumers recognise the difference between brands who invest in design – the delicate craftsmanship that balances interpretation and imagination and a consideration of references far beyond the obvious is what sets the Caesarstone brand apart from those that do not have the same aesthetic consideration or drive.
Craftsmanship and consideration of design is part of our ethos
Each of our surfaces has a design story that is months, and sometimes years, in the making, undergoing careful exploration, study and refinement to ensure it looks and performs exactly to the standard expected. With deep roots in material science and a relentless pursuit of design perfection, we’ve led the way in premium surfaces that meet both form and function since 1987.
Greater consumer diligence
542 Mosstone from Caesarstone’s Porcelain collection
The visitors we welcome to the Caesarstone studios, and the consumers coming to us for help in this increasingly confusing sector, illustrate there is far greater diligence on the performance and material composition of surfaces buyers are choosing for their home; are there transparent material declarations available and are the surfaces they are buying fully tested and certified? We are seeing a growing realisation amongst homeowners that not “all stone is the same” and buyers are looking for an established surface brand with clear and available product data, that is backed up by in-market service and support.
This is particularly important for a high-traffic surface used by the entire family; safety is paramount for consumers, and no-one should be taking a risk in buying (or selling) unidentifiable materials with vague or uncertain composition. There is too much at stake to risk installing materials that do not meet international safety standards.
Caesarstone’s low-silica 5140 Dreamy Carrara mineral surface
For Caesarstone, we address these needs with our comprehensive ESG policy; our products adhere to the leading standards in environmentally conscious building design and independent certification on key performance demands, ensuring our surfaces meet the stringent requirements that homeowners expect.
The risks in buying unbranded stone
When considering a branded Caesarstone surface with verifiable quality compared to an alternative with unknown provenance, is it worth the risk in saving a few pounds in the short-term for a product with no guarantee, unclear material composition, and no one to speak to should you encounter a problem?
Despite the current economic uncertainty, consumers increasingly recognise that a throwaway culture of repeatedly replacing cheap, low-quality products is neither environmentally nor fiscally sustainable and are increasingly making a return to “buy once, buy well” habits and making the choice to invest in quality products that are designed to last. This underlines the importance of investing in brands such as our own that take their responsibilities seriously.
From Caesarstone’s rigorous design processes, our unrivalled lifetime warranty and our extensive testing and certification programme, including third-party material declarations, we are making a commitment that our surfaces will offer the performance demanded by consumers for the long-term, whilst looking as good as the day they were installed.
