The countertop market is growing fast. More homeowners and builders are looking for stylish and durable surfaces. This demand creates a big opportunity for new countertop businesses.
Choosing the right material supply is a key consideration for new countertop businesses. The type of stone sold and installed can mean the difference between being profitable and not profitable at all. Some materials are more economical to purchase than they are to install. Some materials will incur higher ongoing care and relief of responsibility when they are well-installed at the start of the project.
Granite kitchen countertops are known for their natural beauty and timeless appeal, making them a favorite among homeowners who love organic stone textures. On the other hand, quartz stone countertops are gaining attention for their modern appearance, durability, and low-maintenance features that perfectly fit contemporary interiors.
Both materials are strong, beautiful, and long-lasting. However, they differ in cost, supply, and production needs. Understanding these differences helps new business owners find which one offers better profit margins and long-term growth.
Market Demand Overview
The market for countertops is expanding quickly. These trends inform the decision-making of new entrants about what material to focus on for profitability.
Present Trends: Granite vs. Quartz
- There has been a spike in the demand for quartz. Buyers like quartz because it is low-maintenance, has a uniform color, and has a modern appearance.
- Granite still has a decent section of the market. It appeals to natural stone lovers who want varying patterns and a more traditional profile.
- Many reports state that quartz has surpassed granite’s popularity, especially as a choice for kitchen & bathroom countertops.
What Consumers Like & Why
- Care: Quartz is non-porous, which helps resist stains and bacteria, and requires little sealing or upkeep.
- Design consistency: Quartz is more uniform in color and predictability in patterns, which would appeal to both designers and homeowners. Granite varies greatly from slab to slab.
- Natural appearance and prestige: Granite is still desirable, has a more organic appearance in its marbling and veins, which quartz attempts but is unable to match. Some high-end clients still prefer actual stone.
- Hygiene & modern choice: Post pandemic, there is more emphasis on surfaces that are easy to clean without risking an unhealthy surface with bacteria or pores. Quartz tends to win here
Residential vs Commercial Demand
| Segment | Which Material Is More Used / Growing | Key Drivers |
| Residential | Quartz is growing in popularity, particularly for kitchens and bathrooms.
Many homeowners are looking for attractive, durable, low-maintenance options that look great, too. |
Renovating your home, trends of kitchen design, and having more disposable income. A uniform design, easy to install, and a reduced worry about sealing. |
| Commercial | Quartz is also growing in popularity in the commercial world, such as offices, hotels, and restaurants. In the commercial world, durability, low-maintenance options, and hygiene matter.
Granite still holds its place in some commercial high-end projects, particularly for its natural and luxurious appearance. |
Clean surfaces, durability with heavy usage, longer life cycle, and minimized maintenance costs. Brand impact, separating the two, and/or design consistency are important. |
Implications for a New Countertop Business
- A new business should recognize that quartz is increasing its market share in commercial and residential markets.
- Granite still has its place in upscale projects or designers who focus on natural stone. And for design clients who want something unique.
- If you want steady sales and a wider customer base to target, it is relatively safer to offer quartz (or some blend).
Material Costs and Supply Factors
Material cost and material supply have a significant impact on your profit. Granite and quartz are sourced, transported, and priced differently. Understanding these factors helps new countertop businesses plan better and avoid unexpected costs.
Raw Material Sourcing:
- Granite is sourced from natural stone quarries, typically located overseas in places such as India, Brazil, and Italy.
- Quartz is an engineered stone made from crushed stone and resin, and can be manufactured anywhere that a processing plant facility is located
- The quartz market tends to be more stable, given that quartz is manufactured in a factory.
Availability:
- Granite slabs vary widely in colors and quality based on the region they are sourced.
- Quartz is sourced on a more consistent basis, and color selections are typically uniform.
- Because the quartz market provides consistency in supply, project delivery is easier for new businesses.
Import and Logistics:
- Granite slabs are heavy and often come from overseas markets, adding costs to transport.
- Quartz can be procured from a local or regional source in many markets, as opposed to granite, which.
- Delays at ports or customs can affect granite availability and timelines.
Price Volatility:
- Granite prices can change with mining costs, fuel prices, and global demand.
- The price of quartz remains steady relative to the manufacturing of granite.
- Timely, based on consistent pricing, vendors can experience better cash flow from business planning and usability to price point.
Costs of Fabrication and Installation
Fabrication is cutting, shaping, and polishing the stone to the countertop design. Granite needs skilled labor and special tools because it is very hard and heavy. This makes the fabrication process longer and more costly. Every slab of granite is slightly different, and this requires extra time to match each pattern and color.
Quartz is much easier to work with. It cuts smoothly and has no design discrepancies, allowing labor to work faster and more efficiently. It is even easier to install quartz, as it is not likely to crack or chip when handled. For a new business, this means lower labor costs and faster project time changes.
Profit Margins and Pricing Strategies
- Granite generally has a profit margin between 40 to 60%.
- Quartz can offer higher profit margins, in the 50 to 70% range, due to its popularity.
- Check for local pricing before setting your prices to ensure your competitive edge.
- When determining a final price, take into consideration labor, shipping, and material waste.
- Offering design-ups, such as upgraded edge details or finishes, can increase income.
Maintenance, Durability and Client Satisfaction
Granite and quartz can have a lifespan of many years, as long as it is correctly cared for.
- Quartz typically requires less cleaning and sealing, therefore, it is easier to maintain.
- Clients are not likely to ask for a longer warranty on granite because quartz is manufactured in a factory.
- Clients expect longer warranties with quartz because it is factory-made.
- Overall, quartz is an up-front value in the long run, and granite is a natural beauty that clients will appreciate.
Advantages of Marketing and Brand Positioning
Marketing has a significant impact on consumer perceptions in the countertop industry. For example, quartz is often known for its modern look, easy cleaning, and clean lines.
Granite gives the impression of luxury and timeless beauty. A firm that identifies itself as solely a high-end or custom contractor can use granite as a point of differentiation for the firm, providing an identity or luxurious brand.
Final Profit Comparison: Granite vs. Quartz
In general, quartz provides higher, more stable profit margins. It’s easier to work with and maintain, and there’s a strong marketplace. Granite, while it can provide profits too, is usually coupled with higher labor costs and shipping.
Overall, the countertop industry is a safer, more stable industry, as quartz and granite are usually more about custom or premium projects.
Conclusion
Granite and quartz do hold their own places in the countertop market. Quartz offers better profit reliability and ease of handling, which makes it an excellent choice for new businesses. Granite offers the added value for customers looking for natural beauty and uniqueness.
A balanced approach offering both options can help a new countertop business grow, attract more customers, and build lasting success.
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