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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. 






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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.