The wallpaper market in France

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 centuryᵉ 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).