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Synthèse
Since 2020, the global wallpaper market has been on an upward trajectory, driven mainly by strong growth in the Asia-Pacific region, which accounts for 60% of the market. Despite a decline in the French market since the 1970s, there has been a resurgence in wallpaper sales, with French producers reporting a 28.63% increase in their sales index. While local French production has faced challenges, including a significant decline in the number of employees and companies, the remaining manufacturers are innovating with products such as "non-woven" wallpaper to meet the demands of modern consumers. The French market itself is characterized by imports exceeding exports, with a trade deficit of 55.5 million euros in 2021, Germany being the main source of imports.
alongside traditional and vinyl wallpapers, consumers are showing a preference for more varied materials, with innovation and ease of installation at the forefront, which has driven wallpaper prices steadily upwards. The wallpaper industry is also guided by strict European regulations and voluntary standards aimed at guaranteeing product quality, fire safety and environmental sustainability.
Despite these challenges, new players such as Papermint are entering the market, banking on French consumers' renewed interest in wallpaper and capitalizing on advances in digital wallpaper to cut costs. DIY superstores have established themselves as the main distribution channel, capturing a substantial share of sales, as a majority of French consumers prefer to undertake wallpaper installation work themselves.
Resurgence and evolution of wallpaper demand in France Trends in wallpaper demand in France
In France, wallpaper has enjoyed a notable resurgence as a popular decorative element for interior spaces, helped mainly by the vitality of the real estate market, growing consumer interest in home decoration and an observed shift in consumer preferences. Historically considered an old-fashioned choice compared to paint, wallpaper is now enjoying a revival thanks to modern, innovative designs and changing consumer habits.
The French real estate market, which includes both new and existing homes, plays an important role in the demand for wallpaper. With real estate transactions reaching new heights in recent years, particularly around the second quarter of 2021, new homeowners are increasingly likely to consider wallpaper to personalize their living space. Trends show a nearly 70% increase in real estate transactions between late 2014 and mid-2021, suggesting a strong correlation between the health of the real estate market and wallpaper sales.
Consumer interest in interior design has also become a key driver of wallpaper demand. Reports suggest that a large majority of the French population, around 87%, enjoy interior decoration, with the living room and dining room as focal points. In addition, spending on decoration highlights a preference for furnishings, which includes wall coverings such as wallpaper. When it comes to finding inspiration for interior design, online platforms are gaining in importance. Websites, as well as social media channels including Pinterest and Instagram, have become crucial sources of design ideas for a growing segment of the population, particularly young adults who will likely dictate market trends in the future.
Although paint retains its position as the preferred wall covering for over half the French population, wallpapers still manage to appeal to a significant proportion of enthusiasts. Between 15 and 20 million rolls of wallpaper are sold every year, with households making up the bulk of consumers. This consumer base opts for a variety of wallpapers, including traditional, vinyl, expanded vinyl and non-woven.
The market has seen a marked increase in wallpaper prices, as evidenced by the rising consumer price index. Innovations in wallpaper functionality and aesthetics have contributed to this price dynamic. Nevertheless, the ease with which new types of wallpaper can be installed has encouraged the majority of French consumers to adopt a DIY approach, leading to a substantial share of sales in DIY superstores.
In conclusion, despite past decades of decline, the French wallpaper market is reviving and adapting to the tastes and needs of contemporary consumers. The confluence of a robust real estate market, substantial consumer interest and a booming wallpaper market is behind this evolution.
Key players shaping the market
As the French wallpaper market undergoes a resurgence, marked by a blend of tradition and innovation, a few key players stand out and shape the industry landscape, vying for dominance and creative expression.
- UGÉPA: Innovation and tradition UGÉPA, France's last major wallpaper manufacturer, has been a market stronghold since its creation in 1974. Despite a saturated market and significant imports, the company remains solid, employing 120 people and maintaining a high production capacity of 9 million rolls. Remarkably, UGÉPA has succeeded in attracting the attention of the export market, with 70% of its sales coming from abroad. Its ability to produce for third parties while maintaining its brand for wholesalers testifies to its versatility and understanding of market needs.
- Maison Pierre Frey: the craftsmanship of luxury and elegance Maison Pierre Frey is an emblem of luxury on the market, although wallpaper production is entrusted to French or European suppliers. This Parisian house continues to offer an exquisite range of wonders woven from its workshop in northern France, constantly pushing the boundaries with sophisticated designs that retain a deep respect for artisanal tradition.
- Rasch Tapeten: A German touch in French interiors Rasch Tapeten, a German wallpaper brand, has made significant inroads into the French market. Renowned for its quality and variety, Rasch has won the admiration of French consumers, who frequently turn to the brand for its elegant offerings, underlining the international interaction at the heart of the market.
- Élitis: a blend of art and international appeal Toulouse-based Élitis represents France's creative spirit and international ambition. Its wallpapers, which combine contemporary aesthetics with top-quality materials, appeal to customers who appreciate art and craftsmanship. Although their sales figures are not disclosed, their reputation inside and outside France speaks volumes about the stature of their industry.
- Papermint: The new trend on the block Amid the intrigue of robust competition, Papermint is emerging as a new face in the wallpaper sector. Launched in 2016, this young company is attracting attention with its modern, original designs. As the market welcomes the idea that wallpaper is once again "on trend", Papermint is well positioned to ride the wave of renewed interest and appeal to modern tastes.
DIY superstores: the place to be for wallpaper enthusiasts For the majority of French people who undertake decorating projects independently, DIY superstores are the place to be for wallpaper enthusiasts
à la compréhension de ce marché
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Informations
- Nombre de pages : 30 pages
- Format : Version digitale et PDF
- Dernière mise à jour : 31/05/2023
Sommaire et extraits
1 Market overview
1.1 Market definition
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).
1.2 A global market driven by Asian growth
The global wallpaper market is experiencing strong growth. It was worth $*.** billion in **** and is expected to reach $*.** billion in ****. Between **** and ****, the market is expected to grow at a CAGR of *.*%.
The sector is mainly driven by the Asia-Pacific region, whose growing industrialization and extremely dynamic demographics are driving real ...
1.3 French market growth slows
Wallpaper manufacturing in France has been in slow decline since the ****s, a victim of its outmoding in favor of paints. From ** million rolls sold in **** to ** million in the ****s and ** million in ****, the French market has been divided by more than three in ** years. [***]
Market estimate based on French ...
1.4 Foreign trade
Foreign trade in wallpaper can be analyzed using the following HS codes:
******** - Wallpaper and similar wall coverings, consisting of paper coated or covered, on the face, with a layer of grained, embossed, surface-colored, patterned or otherwise decorated plastic material ******** - Wallpaper and similar wall coverings, consisting of grained, embossed, ...
1.5 The post-confinement craze
French wallpaper manufacturers have emerged stronger from the health crisis. Sales held steady during the first containment in ****, before surging during the first decontainment. The summer of **** was also dynamic, with a high sales index.
Monthly sales index for wallpaper manufacturers France, ****-****, index base *** **** Source: ****
The French have developed a ...
2 Demand analysis
2.1 Most wallpaper sales go to households
Wallpaper is used by many different types of consumer with different expectations.
Different wallpaper outlets by value France, ****, in percent Source: ****
The general public accounts for **% of wallpaper sales by value, ahead of the high-end segment (***). The high-end market includes the prescription market, where architects and decorators work for shops, hotels, ...
2.2 Real estate, a major determinant of demand
The wallpaper market is closely linked to the real estate market in France, both new and existing. As such, a good indicator to take into account is the number of real estate transactions,a good indicator to take into account is the number of real estate transactions. Indeed, with each transaction, ...
2.3 Household consumption driven by interest in decoration
A **** survey by YouGov reveals just how significant interior design is in the lives of the French. In fact, **% of French people said they attach importance to interior design, with **% saying they were even very interested. The French need their own interior design to feel at home. This is particularly true ...
2.4 Changing consumer habits
The era of fast-fashion decorating and personalization represents a real opportunity for the wallpaper market. Indeed, the French are looking for personalized decoration that can be easily replaced, enabling them to renew their interiors more frequently. [***] Wallpaper, which is increasingly quick and easy to install, meets this new demand.
The best-selling ...
3 Market structure
3.1 Wallpaper market value chain
there are two different types of players involved in wallpaper production: publishers, who are responsible for the graphic design of wallpapers and must therefore keep abreast of the latest trends in order to offer modern, original designs, and paper suppliers such as Erfuhrt and Glatfelter.
Wallpaper manufacturers then print the products. ...
3.2 A low level of local production that has held steady since 2013
Wallpaper production in France has been relatively limited since the bankruptcy of several of the sector's heavyweights. The number of employees fell by **% between **** and ****, but seems to have begun a slight recovery since ****, with an increase until ****. However, the levels observed have nothing in common with those seen prior to ...
3.3 Highly concentrated production attracting new players
The French market is highly concentrated and the number of players is very limited, particularly since the closure of the Chalonnais factory of Belgian company Grantil in ****.
The last French wallpaper manufacturer is Ugépa. Founded in ****, the group employs *** people (***), and under its own brand for wholesalers since ****.[***]
Other French ...
3.4 Distribution channels
There are far more French players in wallpaper distribution than in production.
As we saw in section *.*, the majority of French people undertake their painting and wallpapering work without consulting a professional. The ease with which new wallpapers can be installed has accentuated this trend, with the result that the majority ...
4 Offer analysis
4.1 A wide range of products
There are * main types of wallpaper:
Traditional wallpaper, made up solely of sheets of paper, on which the design is printed directly; Vinyl wallpaper, covered with a layer of PVC to increase resistance and waterproofing; Expanded vinyl wallpaper, which is thicker due to the incorporation of swelling inks that give it ...
4.2 Rising prices
The annual consumer price index gives us an idea of the trend in wallpaper prices with code **.*.*.*.*, which covers the consumption of paints, coatings and wallpapers. Prices for these products have been rising steadily since ****, with just one year of decline in ****. This increase is due to the innovations that are ...
4.3 Product innovations
The wallpaper market is a hotbed of innovation, not only in terms of durability and aesthetics, but also in terms of materials for water resistance, insulation and digital technology.
The first innovations in this market concerned durability and ease of installation in the ****s with non-woven wallpaper. It saves **% time compared ...
5 Regulations
5.1 Current regulations
European standards :
To ensure free trade in construction products, the European Commission has published Regulation (***) No. ***/**** on construction products. Wall coverings and carpets, laminates and resilient floor coverings are considered to be materials intended for construction and must comply with basic regulations for a reasonable service life from the point of ...
6 Positioning the players
6.1 Segmentation
Liste des graphiques
- Marché mondial du papier peint
- Indice de chiffre d'affaires des fabricants de papiers peints
- Chiffre d'affaires hors taxes des fabricants de papiers peints
- Commerce extérieur de papiers peints
- Principaux pays importateurs de papier peint français
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Dernières actualités
Comment 4Murs a transformé son modèle - 31/01/2024
- Enseigne française, créée en 1969 à Marly, en Moselle.
- 4Murs dispose de 106 magasins, dont 99 en France et 7 en Belgique.
- Chiffre d’affaires environ 90 millions d’euros
- 700 personnes.
4Murs élargit son offre de décoration - 18/04/2023
- 4Murs est une enseigne spécialisée dans le papier peint depuis plus d'un demi-siècle.
- L'enseigne propose 7 000 références de produits.
- 100 points de vente en France
- Le papier peint ne représentant plus que la moitié d'un chiffre d'affaires de 92 millions d'euros en 2022.
- L'enseigne emploie 700 salariés.
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- 02/04/2024 - Mise à jour des données financières de l'entreprise Ugépa
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