Safety Aspects Drive Strategic Shifts in Ceramic Industry

Competition in the ceramic industry is no longer solely dependent on design and price. Changes in consumer preferences are driving manufacturers to develop products that prioritise safety, particularly for areas of the home prone to slipperiness. Areas such as bathrooms, kitchens, terraces, and poolside locations present a higher risk of slips when floor surfaces are wet. This condition has made safety a key consideration in the selection of building materials.

Jali Wijaya, Marketing Director of PT Platinum Ceramics Industry, stated that the company has observed a shift in consumer preferences, where safety factors are now being considered alongside product appearance. “Lately, we have seen that the public no longer considers only design when choosing building materials, but also safety aspects, especially for areas frequently exposed to water. Therefore, the innovations we develop aim to address both needs: providing a safer surface without sacrificing aesthetic value,” Jali said on Friday (31/07/2026).

In response to this shift, he noted that the company is producing R12-standard anti-slip ceramics intended for high-humidity areas. This standard is known to provide a higher level of grip compared to general-use ceramics, making it more suitable for areas frequently exposed to water. According to Jali, the increased attention to safety indicates that the function of building materials is evolving beyond mere aesthetics.

“For over five decades, we have continued to develop products relevant to the needs of the Indonesian people. Platinum Super Stop is our effort to provide ceramics that offer added value through the safety aspects increasingly required by Indonesian families,” he explained. This shift in consumer preference is expected to drive ceramic manufacturers to strengthen innovation in functional aspects, alongside the rising demand for building materials that satisfy both design requirements and the safety of homeowners.