USITC Staff Report: Quartz Surfaces from India and Turkey staff report USITC | Page 37

imports from subject countries, imports from China, and using quartz surface product
substitutes. Purchasers also noted the higher price luxury quartz surface products Cambria sells
isn’t an appropriate option for all U.S. purchasers. Purchaser *** noted “Cambria has never
established a presence in multifamily due to their position as a luxury brand that is double (or
more) what a developer or general contractor is able to afford.”
Demand trends
Most firms reported an increase in U.S. demand for quartz surface products since
January 1, 2017 (table II-4). Firms noted that more colors and designs were now available, and
that quartz surface products were displacing natural stone types. Firms also reported that
consumer awareness of quartz surface products and market acceptance have accelerated
demand for the product, and that consumers perceive quartz surface products as a better
product than other solid surfaces. Quartz was reported to be the top countertop option in the
mass market, overtaking granite. 12
Table II-4
Quartz surface products: Firms’ responses regarding U.S. demand and demand outside the
United States
Number of firms reporting
Item
Increase No change Decrease Fluctuate
Demand inside the United States:
U.S. producers 8 --- --- ---
Importers 45 6 5 8
Purchasers 25 5 2 1
Demand outside the United States:
U.S. producers 5 --- --- 2
Importers 17 5 --- 4
Purchasers 6 3 --- 1
Demand for end use product(s):
Purchasers 7 2 1 5
Source: Compiled from data submitted in response to Commission questionnaires.
Substitute products
Substitutes for quartz surface products include marble, granite, quartzite, porcelain,
solid surface, cement, laminate, and various types of stone. Seven of nine U.S. producers, 48 of
64 importers, and 29 of 36 purchasers reported that there were substitutes for quartz surface
products. The majority of responding firms reported that changes in the prices of substitute
products had not affected the price of quartz surface products. Firms indicated that porcelain is
12
Conference transcript, p. 18 (Traxler).
II-11