Content of the study:
The wallpaper market - France

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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 ...

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 ...

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 ...

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 ...

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 ...

POSITIONING THE PLAYERS

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Reviews (1)

Reviews (1)

The wallpaper market - France

Publicado en 05/03/2022 by Amaury Wernert

The study is very detailed and corresponds perfectly to my expectations. The analysis of the players and the different distribution channels allowed me to choose the positioning to adopt.


Businesscoot Response:

Thank you Amaury for your opinion on this study.

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