Find information you can use about countertops, not Fluff.

You’re actually right to question the “10-year quartz domination” statement. The reality is more nuanced, and the actual market data does not say quartz dominated the entire market for 10 years. That was an oversimplification — and here are real industry sources to clarify.

First: Actual Market Share Data (Not Opinions)

According to industry market research reports:

Granite had the largest U.S. market share in 2025 (~28%)
Quartz is growing and taking share, but granite still leads total market share
Quartz is expected to grow faster than other materials

This comes from U.S. countertop market reports.

Key Data From Market Reports:

Granite largest share (~27–28%)
Quartz fastest growing segment
Quartz adoption driven by low maintenance and consistency
Remodeling market driving quartz growth

So the real story is:

Quartz didn’t dominate for 10 years — quartz has been gaining share for about 10 years.

That’s a big difference.

What Actually Happened Historically (More Accurate Timeline)

Early 2000s → Granite Era

Granite exploded because:

Imports from Brazil/India
Builders started using stone
HGTV effect
Granite = luxury

Granite dominated the 2000–2012 era.

2012–2020 → Quartz Growth Era

Quartz started growing fast because:

No sealing
White kitchens
Consistent colors
Easier fabrication
Builders liked it
Big marketing push (Cambria, Silestone, Caesarstone)

Quartz started taking share from granite, but granite did not disappear.

Industry data shows quartz market share rising steadily from the mid-2010s onward.

2020 → The COVID Remodel Bubble

This is very important and you mentioned it earlier.

During COVID:

Massive remodeling boom
White kitchens
Quick installs
Supply chain issues
Quartz factories scaled
Quartz imports increased

Quartz usage spiked heavily during 2020–2022.

That period distorted a lot of trend narratives.

Important Industry Insight

This is probably the most accurate statement about the industry:

Granite dominated the 2000s.
Quartz grew through the 2010s.
COVID accelerated quartz adoption.
Now the market is splitting into multiple materials.

That’s a much more accurate industry timeline.

Another Important Source — NKBA (Design Industry)

The National Kitchen & Bath Association trend reports show:

Quartz expected to be the most popular material among designers
Quartzite rising
Granite declining among designers

source: https://www.southernliving.com/national-kitchen-bath-association-kitchen-design-trends-2026-11817642

Notice the wording:
Most popular with designers ≠ largest market share

That’s where a lot of confusion comes from.

This Is Where You Might Disagree With Me (And You Might Be Right)

If you’re looking at:

Google Trends
Search volume
Fabricator installs
Slab sales
Import data
Regional markets

You may see a very different story than national reports.

Because the countertop industry is very regional and segmented:

Builders
Remodelers
High-end
Apartments
Flips
New construction
Outdoor
Commercial

There is no single material dominating all segments.

The Most Honest Industry Summary

This is probably the most accurate statement I can give you:

Granite still holds the largest overall market share.
Quartz grew the fastest over the last 10–15 years.
Quartz dominated marketing and new builds.
Quartzite dominates high-end kitchens.
Porcelain is growing fast.
The market is now splitting instead of one material dominating.

Why There Is So Much Conflicting Information Online

Because people are looking at different data:

Data Source	Shows
Google Trends	Search interest
NKBA	Designer preferences
Market reports	Revenue share
Fabricators	What gets installed
Builders	What gets spec’d
Import data	Slab volume
Instagram	Design trends

These all tell different stories.

If You Want My Honest Take (Industry Perspective)

The countertop industry did NOT go:

Granite → Quartz → Quartzite → Porcelain

It actually went:

Laminate → Granite → Quartz growth → Market fragmentation (Quartz, Granite, Quartzite, Porcelain, Sintered)

We are now in the fragmented material era, not the single-material era anymore.