Name: the wallpaper market
Brand: Businesscoot
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Summary

The Italian wallpaper market has faced challenges since 2020, with production declining by 11.8% from 21.2 thousand tons in 2018 to 18.7 thousand tons by 2022. The industry has seen a reduction in both domestic demand and exports, with the latter dropping 17.2% between 2018 and 2022, and imports into Italy increasing by 52% during the same period. In 2021, there were 3,455 enterprises producing paper products, with wallpaper production representing a marginal 0.4% segment of this broader industry. Despite the domestic market contraction of 29.7% in turnover between 2016 and 2020 and the value of production sold decreasing by 3.2% between 2021 and 2022, the global wallpaper market size reached $2.92 billion in 2023 and is expected to grow at an annual rate of 3.68% to $3.5 billion by 2028. Digital wallpaper printing emerges as a driver of this growth, with an anticipated comparative annual growth rate of 18.6%. In terms of consumption trends, the Italian real estate market showed a positive sign with transactions growing by 18% in 2022 and the construction of new residential properties increasing by 21.9% between 2020 and 2021. However, consumer behaviors lean towards the traditional, with physical stores being favored, although online channels are gaining traction with 38% of Italians purchasing furniture accessories digitally in 2021.

**Italian Wallpaper Market Trends and Analysis**

The Italian wallpaper market has witnessed a significant transformation over the years, with demand evolving and adapting to new trends, influenced largely by the changing dynamics in related markets and the shifting demographics of Italy. As the analysis of the market reveals, the Italian wallpaper sector is marked by a vibrant mix of traditional products, luxury offerings, and innovative creations, all competing for the attention of discerning customers in residential and non-residential spaces. From the traditional giants like Zambaiti Parati with a turnover in the range of between 10 and 15 million euros, to luxury players like Glamora within the range of between 5 and 10 million euros, the market encapsulates a wide array of players. New pioneers of innovation like WallPepper, with a turnover less than 5 million euros, showcase the potential for growth and the emergence of new trends that speak to the industry's dynamism. A noteworthy trend in the Italian wallpaper market is the adoption of digitally printed wallpaper, which is steering the market towards more personalized and customized products. As technological advancements continue to impact the sector, customers are increasingly attracted to unique and tailor-made solutions for their spaces. The digital printing segment is flourishing and is projected to exhibit significant growth with a comparative annual rate that outpaces traditional wallpaper by multiple times. Another area of interest within the market is the online shopping habits of Italians, which although currently conservative, is showing signs of growth. With online searches for wallpaper remaining stable, there's clear evidence of a steady interest in online wallpaper retail, balanced by a preference for physical stores. The demand for wallpaper is also affected by macroeconomic trends such as movements in the real estate market. For instance, transactions in the Italian real estate sector have seen an increase, hinting at a potential uptick for the wallpaper market, linking the construction of new homes and renovations to higher wallpaper sales. Similarly, the average annual income of Italians and the amount they devote to household expenses influence wallpaper demand, as economic wellbeing typically translates into greater spending on home decor. In terms of styles and preferences, Italians are showing an enthusiastic response to diverse design themes such as tropical and jungle motifs, Art Deco inspirations, trompe l'oeil effects, three-dimensional patterns, and Chinoiserie. These design preferences demonstrate the country's reception to both classic and contemporary styles, providing insight into consumer tastes that shape product offerings in the market. On the regulatory side, frameworks established by the European Union ensure products meet safety, health, environmental, and technical standards.

Prominent Entities Steering the Italian Wallpaper Landscape

In the realm of Italian wallpaper manufacturing, several key players stand out, not only for their enduring presence but also for their pivotal role in defining industry trends and standards. Each company has carved its niche and contributed to the global recognition of Italian design expertise. Below, we delve into the distinctive features and histories that make these firms indispensable to the wallpaper market.

Zambaiti Parati has become synonymous with the fusion of technological advancement and aesthetic innovation. With a profound dedication to quality and design, this company has cemented its status as a global powerhouse in the wallpaper industry. Zambaiti Parati takes pride in a comprehensive international distribution network that has placed its products in nearly every corner of the globe. Their success lies not only in export domination but also in their collaborative spirit with specialized showrooms, offering a platform for exquisite design experiences.
Limonta Wall/Domus : the roots of Limonta can be traced back to 1893 – a testament to its longevity and adaptability. Over the years, Limonta Wall, part of the larger Limonta Group, has diversified its offerings, spearheading innovations in both textile and wallpaper industries. The company's reputation for versatility is far-reaching, as it continues to provide a myriad of decorative solutions catering to various aesthetic sensibilities and functional needs. Limonta Wall’s commitment to quality and timeless design upholds Italy's celebrated tradition of craftsmanship.
Jannelli&Volpi : established players like Jannelli&Volpi have been influencing the Italian wallpaper scene with their designer collections and partnerships. Their portfolio encapsulates a range of styles, showcasing traditional patterns and modern designs alike, thereby catering to diverse consumer preferences. As a brand, Jannelli&Volpi have managed to strike a balance between artisanal excellence and large-scale production, ensuring that each roll of wallpaper emanates sophistication and elegance.
Glamora stands as a beacon of luxury within the wallpaper market, renowned for its innovative approach towards design and the usage of high-end materials. The brand's wallpapers are a feast for the senses, combining artistic flair with cutting-edge technology to produce wall coverings that are both visually stunning and durably crafted. Glamora has carved a niche in the luxury segment, attracting clientele with a penchant for exclusivity and bespoke design.

the wallpaper market - Italy

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Number of pages : 30 pages
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Last update : 09/10/2023

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Summary and extracts

1 Market Summary

1.1 Definition and presentation

The term wallpaper can refer to a material used to cover and decorate the walls or interior partitions of a house or building. The need to decorate walls has ancient origins, while the introduction of paper as a material dates back to the 12th century in Europe through its importation from China.

There are generally 4 types of wallpaper:

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 from original materials, including metal wallpaper, flocked velvet wallpaper.

Market players mainly target 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 overturning its marginal historical role. Today, wallpaper is seen as a key decoration accessory. However, although the size of the global wallpaper market has grown over the past 5 years, the size of the Italian market has decreased dramatically, dropping 56% from 2013 to 2018. Moreover, 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 that Italy faces.

The past decade has seen massive growth in technological innovations in the wallpaper market, leading to the use of new materials, designs and uses. Today, in fact, wallpaper is being used in spaces in the home where it has never been used in the past. One of the main emerging trends is the installation of wallpaper in the bathroom, which has surprisingly turned out to be the room for which most Italians choose wallpaper, with 23 percent of preferences

In terms of printing techniques, the fastest-growing segment is digitally printed wallpaper, which has met customers' growing customization needs and revolutionized the traditional techniques used in the production process

2 Demand analysis

3 Market structure

4 Supply analysis

5 Rules and regulations

6 Positioning of actors

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Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Jannelli&Volpi

Wall&Decò

Inkiostro Bianco

Glamora

Zambaiti Parati

WallPepper

Limonta Wall/Domus

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