Industry Insights
The global digitally printed wallpaper market was valued at USD 2.33 billion in the year 2017 and is expected to grow at a CAGR of 24.01% from 2017 to 2025.The growth in the global market is attributed to the growing trend of digitized wallpaper for interior decoration in the residential and non-residential sectors. Rapid urbanization, consumers’ increasing disposable income, and their increasing expenditure on infrastructural construction along with the desire to use advanced and durable home decors will contribute to the growth of this market.
Digitally printed wallpaper market revenue, by substrate, 2015 - 2025 (USD Billion)
Digitally printed wallpapers are more economical as compared to interior paints as it involves lower initial investment. Few types of wallpaper last more than 15 years. It can be installed in busy home areas without any mess along with high durability and easy maintenance. Advance raw material like vinyl is more durable. Leading manufacturers are promising long durability for wallpapers. Under normal use conditions, vinyl paper have more durability than interior paints. Nonwoven material is environment friendly and relatively safer as compared to paint.
Segmentation by Substrate
• Vinyl
• Nonwoven
• Others
Among the various other substrates of digitally printed wallpaper, nonwoven substrate accounts for a significant share of the market revenue. Nonwoven wallpapers are environment friendly and easy to remove. Special blends with the combination of synthetic and natural fibers make the wallpaper breathable and washable. These wallpapers do not change their texture nor do they shrink when dried. Owing to these facts, production of digitally printed wallpaper by nonwoven material is estimated to grow on a significant pace across several countries worldwide over the forecast period.
Vinyl substrate accounted for a market share of over 30.0% in 2017, thereby reaching a market value of USD 4.74 billion in 2025. The non-woven substrate is expected to register the fastest CAGR of about 25.07% from 2017 to 2025.
Application of nonwoven substrates is gaining traction in the global digitally printed wallpaper market. Nonwoven material consists of cellulose and textile fibers that are fixed using a bonding agent. These products are sometimes flame retardant.
Segmentation by Print Technology
• Inkjet
• Electrophotography
Inkjet printer has the ability to produce large and attractive graphics picture one at a time. Consumer demand for high-quality wallpaper will drive the growth of this segment. There is an increasing inclination of wallpaper manufacturers towards employing environment friendly and energy efficient printers. Major printer manufacturers are focusing on improving their cartridge recycling processes which will decrease the overall printing cost.
Inkjet technology held a dominant market in 2017, accounting for about 68.0% of market share. Electrophotography technology is expected to be the fastest growing from 2017 to 2025 with a CAGR of about 29.02%. Electrophotography on the other hand has the advantage of quicker production over inkjet printer. In Asia Pacific the market share of electrophotography is higher than inkjet. The use of the natural ingredients in inkjet printer will boost the growth of the industry.
Segmentation by End Use
• Residential
• Non Residential/Commercial
Growing urbanization has resulted in the development of residential and non-residential/commercial sectors which thereby pose potential opportunities for the application of digitally printed wallpapers. With an aim to achieve premium aesthetic appeal, the global digitally printed wallpaper industry is gaining an increasing traction in these sectors. Factors such as cost-effective and quick installation processes are likely to ramp up the acceptance of digitally printed wallpaper industry.
Residential sector is expected to be the highest and fastest growing segment among the end users of digitally printed wallpaper market. This sector is expected to grow at a CAGR of 24.07% from 2017 to 2025.
Segmentation by Region
• North America
• Europe
• Asia Pacific
• CSA
• MEA
In terms of geography, the digitally printed wallpapers market in Asia Pacific is expected to be the largest and fastest. As of 2017, Asia Pacific accounted for around 50% of global digitally printed wallpaper market. Large investments made in the hospitality sector of developing economies are anticipated to augment market growth. For instance, Inya Lake Hotel is investing in wallpapers to decorate their halls and stairs with digitally printed wallpaper.
With rising population and increased per capita expenditure on the construction sector, the global digitally printed wallpaper industry is likely to boom in the near future. India and China markets are estimated to exhibit lucrative growth opportunities due to their current and upcoming infrastructural construction projects with increasing consumer spending in construction.
Competitive landscape
Some of the prominent players in the market include Graham & Brown, A.S. Création Tapeten, Muraspec Decorative Solutions, Mx Display, Peggy-Betty Designs, and Excel Wallpapers.
Major paint and surface coating manufacturers like Porter’s Paints, Colortek etc. have already entered into the wallpaper business to increase their product offering and sustain in a competitive environment. Some of the leading wallpaper brand of Porter’s Paints are Catherine Martin, Casamance, Christian Lacroix, etc.
Ecolabel and FSC-label certifications are provided to wallpaper manufacturers who make wallpapers with recyclable or recycled paper. These kinds of certifications render a competitive edge to companies operating in the global industry. The industry is expected to witness a strong competition from paint and coating manufacturers.
