TECNA at Expo Revestir: securing a presence in key markets

From 9 to 13 March, TECNA took part in South America’s leading exhibition of ceramic tiles and surfaces. The event was a unique opportunity to connect with the Brazilian market and gain an insight into the future trajectory of the world’s third-largest ceramic tile producing country.

Expo Revestir, held annually in São Paulo, is the most important exhibition for the ceramic tile and surfaces industry in South America. This year, TECNA decided to take part in the show, establishing a presence in one of the world’s most promising markets in terms of size and growth potential.

These five intense days of meetings and face-to-face discussions with global professionals provided a valuable opportunity to gauge the market’s future trajectory and the growing opportunities for European technology.

Why Brazil is strategically important

The figures speak for themselves. Brazil is the world’s third-largest producer and consumer of ceramic tiles. In 2024, domestic manufacturers produced 825 million square metres of tiles, a 4% increase over the previous year. Following the post-pandemic downturn, the sector is now expanding again and has set its sights on higher-value segments.

The most significant trend observed at Expo Revestir is the industry’s shift towards a higher level of quality. Brazil exports ceramic tiles at an average price of less than €4 per square metre, but imports them at nearly €19. Rather than a structural limitation, this price differential is symptomatic of a market rapidly evolving towards products that require more advanced technologies, stricter quality control and more sophisticated processes.

The market leader: porcelain stoneware

A total of 190 million square metres of porcelain stoneware tiles were produced in 2024, a 13% increase compared with 2020. This is the segment that requires the highest level of technology: from precision during the forming stage to quality control during firing, surface finishing and digital decoration.

These are precisely the areas in which European technology excels. The priorities of the Brazilian market align perfectly with this expertise and include energy efficiency, process automation, quality control and the digitalisation of production.

These are not generic aspirations but concrete priorities for a sector with the necessary critical mass to invest and the competitive pressure to do so rapidly.

Building relationships beyond the exhibition

TECNA’s presence at Expo Revestir was not merely a promotional effort but an opportunity to gauge the dynamics of a complex market, to establish direct relationships with key players in the Brazilian tile industry and to open lines of communication that will extend well beyond the five days of the show.

The Brazilian construction sector, which saw over €166 billion in investment in 2024, is driving demand for ceramic materials. The non-residential sector – including logistics, retail and hospitality – accounts for the largest share at over €70 billion. One significant but frequently overlooked trend is the fall in Brazil’s unemployment rate, which dropped from 13.8% in 2020 to 6.9% in 2024. As the middle classes return to the workforce, they are driving a resurgence in building and renovation projects.

TECNA 2026: where the Brazilian market meets European technology

The most significant takeaway from Expo Revestir is the genuine interest in TECNA 2026 shown by Brazilian manufacturers. Buyers, procurement managers and decision-makers expressed their intention to visit Rimini from 22 to 25 September to meet European technology suppliers, evaluate solutions and forge strategic partnerships.

Brazil is not the easiest market to break into. The distances are challenging and local dynamics make thorough planning essential. However, for ceramic technology manufacturers, it is one of the few markets in the world that combines scale, growth and a mature demand for quality.

TECNA 2026 will be the perfect opportunity for Brazilian tile manufacturers to find the European technology they are looking for, forging relationships that transform interest into tangible projects.

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