Summary of our market study

The French wallpaper market can be estimated at between €0.8 and €1.2 billion.

Since 2020, the global wallpaper market has been on an upward trajectory, driven mainly by strong growth in the Asia-Pacific region, which accounts for 60% of the market.

Despite a decline in the French market since the 1970s, wallpaper sales have been growing in recent years.

The number of French manufacturers has fallen sharply.

alongside traditional wallpapers, consumers are showing a preference for more varied materials. Vinyl, expanded vinyl and non-woven wallpapers are making their mark on the market. These innovations have driven up wallpaper prices.

Ease of installation is a decisive factor for customers.

The French market itself is characterized by imports exceeding exports, with a trade deficit of 55.5 million euros in 2021. Germany is the main source of imports.

The wallpaper industry is guided by strict European regulations and standards designed to guarantee product quality, fire safety and environmental sustainability.

New players such as Papermint are entering the market, capitalizing on French consumers' renewed interest in wallpaper and betting on advances in digital wallpaper to cut costs.

Trends in wallpaper demand in France

In France, historically considered an old-fashioned choice compared with paint, wallpaper is now enjoying a revival thanks to modern designs and new products.

The French real estate market, which includes both new and existing homes, plays an important role in the demand for wallpaper. Real estate transactions were excellent in 2021, and more and more new homeowners are adopting wallpaper to personalize their living spaces.

Consumer interest in interior design has also become a key factor in wallpaper demand. The vast majority of the French population, around 87%, appreciate interior design and prefer to spend on furniture and wall coverings.

Online platforms are gaining in importance. Websites, as well as social media channels including Pinterest and Instagram, have become important sources of design ideas for a growing segment of the population, particularly young adults

Although paint retains its position as the preferred wall covering for more than half of the French population, wallpapers manage to appeal to a significant proportion of enthusiasts.

Between 15 and 20 million rolls of wallpaper are sold every year, with households making up the bulk of consumers.

The ease with which new types of wallpaper can be installed has encouraged the majority of French consumers to adopt a DIY approach, and DIY superstores have established themselves as the main distribution channel.

Key players shaping the market

  • UGÉPA: UGÉPA, France's last major wallpaper manufacturer. Despite a saturated market and significant imports, the company remains solid, employing 120 people and maintaining a high production capacity of 9 million rolls. UGÉPA exports 70% of its sales.
  • Maison Pierre Frey: Maison Pierre Frey is an emblem of luxury on the market. Its wallpaper production is entrusted to French or European suppliers.
  • Rasch Tapeten: Rasch Tapeten, a German wallpaper brand, has made significant inroads into the French market.
  • Élitis: Toulouse-based Élitis represents the creative spirit and international ambition of France. Its wallpapers, which combine contemporary aesthetics with top-quality materials, are aimed at customers who appreciate art and craftsmanship.
  • Papermint: Papermint is emerging as a new face in the wallpaper sector. Launched in 2016, this young company is attracting attention with its modern, original designs.
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Summary and extracts

1 Market overview

1.1 Market definition

Wallpaper is a material used to cover and decorate the interior walls or partitions of a home or building. It first appeared in France in the XVIIᵉ century, then developed strongly in the XVIIIᵉ, only to see its mode of production industrialize in the XIXᵉ century century.

There are generally 4 types of wallpaper:

  • Traditionalwallpaper, printed on a paper base;
  • Non-woven" wallpaper, made not of paper but of polyester and cellulose fibers;
  • Vinyl wallpaper, coated with a layer of PVC to make it more resistant;
  • Expanded vinyl wallpaper, thicker due to the incorporation of swelling inks that give it a raised appearance.

In addition to these widespread products, there are a variety of wallpapers made from original materials, including metallic wallpaper, flocked velvet wallpaper, wallpaper for painting, and so on. Innovations in terms of ease of installation, aesthetics and the properties of the materials used are numerous.

The global market is expected to grow by 4.3% a year between 2022 and 2030, thanks in particular to the dynamism of the Asian market [La Tribune].

In France, production is fairly limited, with a small number of producers sharing the market. The majority of supply in France is provided by foreign companies. Distribution is mainly through DIY superstores for households, or through wholesalers when the latter prefer to call on professionals for their work. Shops (hotels, restaurants) and the service industry are also consumers of wallpaper.

The 1970s-1980s are seen as the golden age of the sector. In France 100 million rolls of wallpaper a year, before the massification of the offer finally wearied consumers and the market began to decline, with a consumption volume has been falling ever since. This decline led to the closure of several companies, such as Abélia in 2005 [..France Bleu économie].

In recent years, however, wallpaper has made a comeback as a decorative element. Sales for French producers seem to be on the up again, and new companies are springing up with original, modern designs[Les Echos]. If consumer habits have changed, wallpaper is on the way out of its dark years. The sales index for French wallpaper manufacturers rose by 28.63% between 2018 and 2020 (figure before COVID-19 crisis).

1.2 A global market driven by Asian growth

The global wallpaper market is experiencing strong growth. It was worth $*.** billion in **** and is expected to reach $*.** billion in ****. Between **** and ****, the market is expected to grow at a CAGR of *.*%.

The sector is mainly driven by the Asia-Pacific region, whose growing industrialization and extremely dynamic demographics are driving real ...

1.3 French market growth slows

Wallpaper manufacturing in France has been in slow decline since the ****s, a victim of its outmoding in favor of paints. From ** million rolls sold in **** to ** million in the ****s and ** million in ****, the French market has been divided by more than three in ** years. [***]

Market estimate based on French ...

1.4 Foreign trade

Foreign trade in wallpaper can be analyzed using the following HS codes:

******** - Wallpaper and similar wall coverings, consisting of paper coated or covered, on the face, with a layer of grained, embossed, surface-colored, patterned or otherwise decorated plastic material ******** - Wallpaper and similar wall coverings, consisting of grained, embossed, ...

1.5 The post-confinement craze

French wallpaper manufacturers have emerged stronger from the health crisis. Sales held steady during the first containment in ****, before surging during the first decontainment. The summer of **** was also dynamic, with a high sales index.

Monthly sales index for wallpaper manufacturers France, ****-****, index base *** **** Source: ****

The French have developed a ...

2 Demand analysis

2.1 Most wallpaper sales go to households

Wallpaper is used by many different types of consumer with different expectations.

Different wallpaper outlets by value France, ****, in percent Source: ****

The general public accounts for **% of wallpaper sales by value, ahead of the high-end segment (***). The high-end market includes the prescription market, where architects and decorators work for shops, hotels, ...

2.2 Real estate, a major determinant of demand

The wallpaper market is closely linked to the real estate market in France, both new and existing. As such, a good indicator to take into account is the number of real estate transactions,a good indicator to take into account is the number of real estate transactions. Indeed, with each transaction, ...

2.3 Household consumption driven by interest in decoration

A **** survey by YouGov reveals just how significant interior design is in the lives of the French. In fact, **% of French people said they attach importance to interior design, with **% saying they were even very interested. The French need their own interior design to feel at home. This is particularly true ...

2.4 Changing consumer habits

The era of fast-fashion decorating and personalization represents a real opportunity for the wallpaper market. Indeed, the French are looking for personalized decoration that can be easily replaced, enabling them to renew their interiors more frequently. [***] Wallpaper, which is increasingly quick and easy to install, meets this new demand.

The best-selling ...

3 Market structure

3.1 Wallpaper market value chain

there are two different types of players involved in wallpaper production: publishers, who are responsible for the graphic design of wallpapers and must therefore keep abreast of the latest trends in order to offer modern, original designs, and paper suppliers such as Erfuhrt and Glatfelter.

Wallpaper manufacturers then print the products. ...

3.2 A low level of local production that has held steady since 2013

Wallpaper production in France has been relatively limited since the bankruptcy of several of the sector's heavyweights. The number of employees fell by **% between **** and ****, but seems to have begun a slight recovery since ****, with an increase until ****. However, the levels observed have nothing in common with those seen prior to ...

3.3 Highly concentrated production attracting new players

The French market is highly concentrated and the number of players is very limited, particularly since the closure of the Chalonnais factory of Belgian company Grantil in ****.

The last French wallpaper manufacturer is Ugépa. Founded in ****, the group employs *** people (***), and under its own brand for wholesalers since ****.[***]

Other French ...

3.4 Distribution channels

There are far more French players in wallpaper distribution than in production.

As we saw in section *.*, the majority of French people undertake their painting and wallpapering work without consulting a professional. The ease with which new wallpapers can be installed has accentuated this trend, with the result that the majority ...

4 Offer analysis

4.1 A wide range of products

There are * main types of wallpaper:

Traditional wallpaper, made up solely of sheets of paper, on which the design is printed directly; Vinyl wallpaper, covered with a layer of PVC to increase resistance and waterproofing; Expanded vinyl wallpaper, which is thicker due to the incorporation of swelling inks that give it ...

4.2 Rising prices

The annual consumer price index gives us an idea of the trend in wallpaper prices with code **.*.*.*.*, which covers the consumption of paints, coatings and wallpapers. Prices for these products have been rising steadily since ****, with just one year of decline in ****. This increase is due to the innovations that are ...

4.3 Product innovations

The wallpaper market is a hotbed of innovation, not only in terms of durability and aesthetics, but also in terms of materials for water resistance, insulation and digital technology.

The first innovations in this market concerned durability and ease of installation in the ****s with non-woven wallpaper. It saves **% time compared ...

5 Regulations

5.1 Current regulations

European standards :

To ensure free trade in construction products, the European Commission has published Regulation (***) No. ***/**** on construction products. Wall coverings and carpets, laminates and resilient floor coverings are considered to be materials intended for construction and must comply with basic regulations for a reasonable service life from the point of ...

6 Positioning the players

6.1 Segmentation

  • Ugépa
  • Pierre Frey
  • Tapetenfabrik Gebr Rasch
  • Élitis
  • Papermint
  • Sanderson design Group (Zoffany)
  • Iksel Decorative Art
  • Nobilis
  • 4Murs
  • Zuber Papiers Peints
  • Ressource Peintures
  • Ripolin

List of charts presented in this market study

  • World wallpaper market
  • Sales index for wallpaper manufacturers
  • Pre-tax sales by wallpaper manufacturers
  • Foreign trade in wallpaper
  • Main countries importing French wallpaper
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Latest news

4Murs expands its decorating offer - 18/04/2023
  • 4Murs has specialized in wallpaper for over half a century.
  • The company offers 7,000 product references.
  • 100 sales outlets in France
  • By 2022, wallpaper will account for only half of the company's sales of 92 million euros.
  • The company employs 700 people.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Ugépa
Pierre Frey
Tapetenfabrik Gebr Rasch
Élitis
Papermint
Sanderson design Group (Zoffany)
Iksel Decorative Art
Nobilis
4Murs
Zuber Papiers Peints
Ressource Peintures
Ripolin

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