1.1 Definition and presentation
The term wallpaper can refer to a material used to cover and decorate the walls or internal partitions of a house or a building. The need to decorate walls has ancient origins, whereas the introduction of paper as a material dates back to the twelfth century in Europe, through its import from China.
There are generally 4 types of wallpaper:
- The traditional wallpaper, printed on paper;
- “Non-woven" wallpaper, composed not of paper but of polyester and cellulose fibers;
- Vinyl wallpaper, printed on a layer of PVC;
- Natural fiber wallpaper
In addition to these relatively common products, there is a variety of wallpapers made of original materials, including metal wallpaper, flock velvet wallpaper.
Market players are mainly targeting two types of customers:
- Residential (Households)
- Non residential (Offices, hotels, restaurants)
From the Middle Ages to the present day, wallpaper has evolved considerably, penetrating the concept of Italian fashion and interior design, completely reversing its historical marginal role. Today, wallpaper is seen as a key accessory for decoration. However, although the global wallpaper market size has grown in the last 5 years, the Italian market size has decreased dramatically, dropping by 56% from 2013 to 2018. Furthermore, the value of exports has decreased, while the value of imports has increased, highlighting the threat of losing its position in the global wallpaper market faced by Italy.
The last decade has seen a massive growth in technological innovations in the wallpaper market, which has led to the use of new materials, designs and intended uses. As a matter of fact, nowadays wallpaper is used in spaces of the house where it was amost never used in the past. One of the main emerging trends is the installation of wallpaper in the bathroom, wich has surprisingly proved to be the room for which most Italians choose wallpaper, with 23% of preferences.
In terms of printing techniques, the segment that has experienced the biggest growth is digitally printed wallpaper, which has met the increased customization need of customers and revolutionized the traditional techniques used in the production process.
To keep reading, buy the full research
What is in this market study?
- What are the figures on the size and growth of the market?
- What is driving the growth of the market and its evolution?
- What are the latest trends in this market?
- What is the positioning of companies in the value chain?
- How do companies in the market differ from each other?
- Access company mapping and profiles.
- Data from several dozen databases
This market study is available online and in pdf format (30 p.)
- Consult an example PDF or online
Availability within 10 business days
1 sector analyzed
in 40 pages
The wallpaper market - France
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.
Thank you Amaury for your opinion on this study.