27 February 2019
The global digitally printed wallpaper market is anticipated to reach USD 13.07 billion by 2025 from USD 2.33 billion in 2017, and is expected to register a CAGR of 24.01% from 2017 to 2025. Growing awareness of home decor market is expected to drive the market for the residential and nonresidential segments. Increased construction in the emerging economies, growth in the residential sector and increasing consumer desire for premium home interiors have generated potential growth opportunities for the market.
With the introduction of digitization in the home décor field, the flexibility and individual production capacity of digitally printed wallpapers opens up scope for various experimentations. For instance, the photo and mural wallpapers are gaining an increasing adoption wherein the professionals are integrating unique designs to enhance the interior appeal.
Wallpaper is a cheaper alternative to decorative paint and it has a durability of up to 15 years or more. Professional designers are clubbing the usage of paints and wallpapers to provide better interior look. Mobility of people in the urban areas is increasing resulting in mortgage and house rent increasing. Digitally printed wallpapers offer convenient usage as they are easy to remove and re-install which results in the increasing popularity of the product.
Consistent technological advancements has introduced convenient methods for interior decoration, digitized wallpaper covering being one of them. Inkjet printed wallpapers have very less pixel split which creates proper color and combination. Inkjet printer manufacturers are investing heavily in product development. They are trying to increase the printing speed and quality of inkjet printers. For instance, Canon’s subsidiary Océ is working on Inkjet printer development since 2008.
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Electrophotography printing consists of two types, dry toner electrophotography printing, and liquid toner electrophotography printing. Printing speed of dry toner is comparatively faster than liquid toner. Customers prefer high quality clear image which can be obtained from inkjet printer. Demand of high pixel and clear wallpaper will drive the inkjet printed wallpaper growth. In 2017, the inkjet wallpaper accounted for about 68% of market share and it is expected to grow at a CAGR of 21.05% from 2017 to 2025.
Application of digitally printed wallpaper in the residential sector is gaining a significant acceptance among consumers. It is estimated to account for more than 75% of the market share in 2017. Major commercial usage is visible in exhibition center, shopping mall, hotel, educational place, to name a few. With the growth of global construction industry in residential and commercial sector, the demand is expected to be driven at a significant rate in the next few years.
Digitally printed wallpapers are made with paper substrate on which the design is coated or sprayed. Sometimes wallpapers are laminated with vinyl or polyvinyl chloride. High end to low-end products are available in the market made with vinyl, nonwoven, fiber, and others. Consumer preference is inclined towards nonwoven substrate, primarily attributed to its wide range of benefits like breathability, wash ability, removal time and tear resistance. Bathroom, kitchen and hallway are the major areas where nonwoven wallpapers are mostly used. Moreover, features such as shrink resistance, lightweight and flexibility make the non-woven substrates the commonly preferred material for the market. .
Digitally printed wallpaper industry is marked by the presence of large number of players thereby leading to a fragmented market. Manufacturers are focusing on developing more of nonwoven wallpapers which can be repaired in cases of any damage. For instance, Designer Wallpaper of Europe is providing this facility to their existing customers. Few companies are providing installation services too. Companies are increasing their customer reach through online and offline stores. Most of them are selling their products through online medium to get customer globally.
With the increasing demand for luxury wallpaper, major manufacturers like Muraspec, A.S. Création Tapeten have started increasing their product offerings. For instance, SCANDI – LOKI collection by Muraspec, Colobri and Esprit by A.S. Création Tapeten are introduced in the market. Manufacturers are increasing their market reach by creating different distribution center. In 2017, A.S. Création integrated with a Russian distribution company to sell more German-made wallpaper in Russian market.
Key players analyzed
• A.S. Création Tapeten
• Muraspec Decorative Solutions
• Graham & Brown
• MX Display Ltd
• Flavor Paper
• Hollywood Monster
• The Printed Wallpaper Company
• Moonavoor sisustus OÜ
• Tapetenfabrik Gebr.
• Rasch GmbH & Co.
• EXCEL WALL INTERIORS
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