Wallpaper Market Size, Share & Trends Analysis Report By Product (Vinyl, Nonwoven, Paper, Fabric), By End Use (Residential, Commercial), By Region, And Segment Forecasts, 2022 - 2030

Report Overview

The global wallpaper market size was valued at USD 1.67 billion in 2021 and is expected to grow at a compound annual growth rate (CAGR) of around 4.3% from 2022 to 2030. The rising adoption of home renovation activities coupled with technological advancements in printing techniques for wallpapers has been significantly driving the demand for wallpaper. Furthermore, rising disposable income, a shift in consumer preferences, and increasing DIY projects involving the usage of wallpapers are expected to drive the demand in the coming years.

The COVID-19 pandemic negatively impacted the global industry. The key players witnessed supply chain discrepancies. COVID-19 has also resulted in a significant slowdown of the global economy and delayed supply chain activities. Widespread lockdown orders have spurred the demand for wallpaper among households. Several younger homeowners are spending more on home décor and remodeling activities. According to the statistics published by Klarna in May 2020, young homeowners utilized a major portion of their income on the garden and home products during the lockdown. In the coming years, the global market is expected to showcase promising growth with the advent of new graphic design and new production capabilities.

The manufacturers in the wallpaper industry segregate the products based on residential and commercial usage, as both types require different types of paper and differ in thickness and weight. The wallpapers used for residential purposes are usually available in pre-pasted or un-pasted styles. On the other hand, commercial wallpapers have several types based on thickness and usage. These wallpapers are passed through several tests and measures as these are used in high-traffic areas.

The increasing demand for stain-resistant and eco-friendly wallpapers is creating a huge demand for wallpapers among consumers. Several manufacturers are testing the humidity levels and providing products and solutions to combat issues regarding bacterial growth due to the wallpapers. Additionally, the companies like Sangetsu Corporation and York wallcoverings have launched several products which are stain and damage resistant in recent years.

Manufacturers are increasingly spending on marketing, sponsorships, and partnerships to widen their customer base. The direct-to-customer channel is highly profitable for brands that have consumer loyalty and have already invested in promotional activities to build a strong brand image and a loyal consumer base. Companies are also actively focusing on this sales strategy to increase brand loyalty among consumers. For instance, in January 2021, RoomMates Décor, a division of York Wallcoverings, a wallpaper manufacturer in North America, partnered with heritage design brand Waverly to debut a distinctively unique Peel and Stick Wallpaper program.

The wallpaper market is highly competitive due to the presence of a high number of companies with a vast strong brand image, geographic presence, and wide distribution networks. As key players across the globe focus on expanding their geographical presence, mergers & acquisitions are expected to rise in near future and contribute to industry’s growth. For instance, in June 2020, Grandeco acquired Holden Décor Ltd as a part of the company’s global expansion and to extend the wall decoration product landscape to become a Pan-European market leader. Such initiatives are expected to enable companies to enter the untapped market and widen their consumer outreach while contributing to growth.

Product Insights

In terms of revenue, vinyl-based wallpaper held the dominant revenue share of around 35% in 2021. The growth of the product is also increasing as can be cleaned easily and is suitable for high-traffic spaces. Furthermore, the damaged vinyl-based wallpaper can be repaired easily. The demand for vinyl-based products is expected to rise in the coming years on account of their damage repair characteristics and ease of use. Its fire-resistant properties make it a desirable choice for high-traffic areas like schools and medical centers.

The non-woven product type is projected to register a CAGR of around 4.8% from 2022 to 2030. The growing trend for DIYs is one of the major factors boosting the demand for nonwoven wallpaper. Non-woven wallpaper can be directly pasted to the wall. Moreover, the non-woven wallpapers perfectly hide cracks and imperfections in the wall and are easy to remove subsequently offering smoothness and an aesthetic look to the wall. Consumers in the market are preferring nonwoven wallpapers as it supports digital printing and effectively avoid the problem of molding.

End-use Insights

In terms of revenue, the commercial segment held the dominant revenue share of around 50% in 2021. Growing urbanization, coupled with the expansion of supermarkets and hypermarkets to further extend their reach to maximum consumers, is expected to drive the product sales through offline end-user channels across the globe over the forecast period. Moreover, a rise in the number of high-traffic spaces like bars, clubs, and restaurants across the globe is the key factor driving the demand in the commercial segment.

The residential segment is estimated to grow at the fastest CAGR of 4.0% over the forecast period. An increase in internet penetration among the middle-class population, coupled with the rising use of smartphones and similar devices, is the key factor driving the popularity of online channels in the global industry. Additionally, the rising trend of offering trendy and aesthetic appeal to the walls is expected to offer key players the opportunity to broaden their product portfolio.

Regional Insights

North America led with a revenue share of over 35% in 2021. Several home renovation projects undertaken by homeowners in the region are boosting the regional product demand. Also, according to Porch.com, more than 75% of homeowners in the U.S. have carried out at least one home improvement project since the start of the pandemic. Several consumers in the region are opting for wallpapers with bold prints and textures thereby driving the demand. The growing trend of home remodeling and home renovation is expected to contribute to the growth of the industry.

Asia Pacific is expected to witness the highest CAGR of around 5.2% from 2022 to 2030. Asia Pacific is witnessing considerable growth in the construction sector owing to the rising population and urbanization.The region has competing brands that are adopting different strategies to increase their presence in the country. For instance, in May 2021 Sangetsu announced an agreement with Sanderson Design Group Plc to become the exclusive licensee of Morris & Co. wallpapers in Taiwan, Singapore, Korea, and Japan.

Key Companies & Market Share Insights

The market is characterized by the presence of a few established players and new entrants. Many big players are increasing their focus on the growing trend in the wallpaper industry. The players are diversifying their service offering to maintain market share. For instance:

• In May 2021, the company acquired Backdrop, a paint and design brand founded in 2018. This acquisition represents FSCO’s inaugural entry into the $30 billion per year architectural paint market and augments the company’s stable global design brands

• In May 2021,Asian Paints inaugurated 18 stores in the home décor segment. With this initiative, the company aims to expand its product portfolio and consumer outreach across the globe and increase brand equity

Some prominent players in the global wallpaper market include:

• Sangetsu Corporation

• York Wall Coverings Inc.

• Brewster Wallpaper Corporation

• F. Schumacher & Co.

• AS Creation Tapeten AG

• Osborne & Little

• The Romo Group

• Grandeco

• 4walls

• Asian Paints

Wallpaper Market Report Scope

Global Wallpaper Market Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global wallpaper market report based on product, end-use, and region:

• Product Outlook (Revenue, USD Million, 2017 - 2030)

  • Vinyl

  • Nonwoven

  • Paper

  • Fabric

  • Others

• End-use Outlook (Revenue, USD Million, 2017 - 2030)

  • Residential

  • Commercial

• Regional Outlook (Revenue, USD Million, 2017 - 2030)

  • North America

    • U.S.

    • Canada

  • Europe

    • U.K.

    • Germany

  • Asia Pacific

    • China

    • India

  • Central & South America

    • Brazil

  • Middle East & Africa (MEA)

    • South Africa