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MARKET OVERVIEW

1.1 Market definition

Wallpaper is a material used to covering and decorating interior walls or partitions of a dwelling or building. It appeared in France in the 17th century ^ᵉ century and then developed strongly in the 18th ^ᵉ and then see how it was produced industrialize in the 19th century ^ᵉ century. [ National Heritage Institute]

There are generally 4 types of wallpaper

The wallpaper traditional printed on paper;
The "non-woven" wallpaper, composed not of paper but of polyester and cellulose fibres;
Vinyl wallpaper It is covered with a layer of PVC which makes it more resistant;
Expanded vinyl wallpaper It is thicker due to the incorporation of swelling inks that give it a raised appearance.

In addition to these common products, there is a variety of wallpapers made of original materials The most common types of wallpaper include metallic wallpaper, flocked velvet wallpaper, wallpaper, etc The innovations made for this product are numerous both in terms of ease of installation and aesthetics or properties of the materials used

The world market is expected to grow by 5.9% per year between 2019 and 2027 This was due in particular to the dynamism of the Asian market

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

The 1970s and 1980s are seen as the golden age of the sector. It was selling in France 100 million rolls of wallpaper per year before the massive increase in supply finally wearies consumers and the market begins to decline with a consumption in volume terms, which has continued to decline since . This decrease led to the closure of several businesses such as Abelia in 2005. [ [The Echoes]

However, in recent years, wallpaper has been making a comeback as a decorative element. The turnover of French producers seems to be on the rise again and companies are being set up offering original and modern designs. Although consumer habits have changed, wallpaper is on the way out of its dark years.

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