The digitally printed wallpaper market size was valued at USD 2.71 billion in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 18.2% from 2023 to 2030. Consumers and interior decorators are focusing on aesthetically pleasing residential and business spaces. These are major driving factors for the digitally printed wallpaper market. In addition, a shift in consumer preferences towards wall covering and increasing DIY projects involving wallpapers are expected to drive the market. Furthermore, future predictions suggest that the wall covering industry will continue to grow in size and significance, thus amplifying opportunities for the market. The COVID-19 pandemic had a significant impact on consumer behavior as well as purchasing trends in the market. According to a 2020 research study by Consumer Specialists and the Home Projects Council, during the first three months of COVID-19 (March-May 2020), 57% of homeowners emphasized home improvement, and on average, these homeowners spent USD 1,750 on upgrades, citing time as the main motivator. This trend significantly drove sales for retailers and distribution channels serving the market.
Traditional wallpapers have begun to recede in residential areas and commercial spaces, replaced largely by digital printed wallpapers. There are numerous, high-quality wallpaper sources online, including temporary options that can be easily removed from wall. This makes it easy for consumers to decorate their home walls on their own. The market is expected to experience growth in the interior decoration sector, which is projected to fuel demand for digitally printed wallpaper throughout the forecast period. This is due to the rise of residential and commercial building. The growing need for new houses as a result of increasing population growth across regions is also expected to boost the market
Moreover, rapid construction in the commercial segment particularly the hospitality sector is driving the demand for window coverings. According to TOPHOTELPROJECTS, out of the 431 hotels and 61,232 rooms expected to open in the U.K. during the next few years, 112 hotels with 14,872 rooms are expected to open in 2022. In 2023, 68 new hotels with 10,531 rooms will open, followed by 39 properties with 6,806 rooms in 2024, and 212 hotels with 29,023 rooms in 2025 and beyond.
Rising costs associated with home prices, as well as mortgage rates, have led consumers to invest in home improvement or home remodeling projects to revamp their traditional household structure. Growing home values have doubled homeowner equity in the past five years. Increased building construction and renovation activities will benefit digitally printed wallpaper manufacturers. Many existing houses with wall coverings that need to be replaced regularly owing to fashion or wear will further assist sales growth.
The rising trend of bold and unique textures in wallpapers presents lucrative growth opportunities for wallpaper manufacturers in the residential and commercial space. The influence of modern culture, coupled with the impact of social media, has heightened the demand for digitally printed wallpapers. Furthermore, advancements in digital print technology have contributed significantly to the market for wallpapers. With digital print technology's ability to produce life-like images with richer color, photo and mural wallpapers are gaining popularity.
In terms of product, vinyl dominated the market with a share of more than 37% in 2022. The demand for vinyl-based wallpapers can be attributed to the high preference for this product type in both residential and commercial sectors. The convenience of peel-and-stick wallpapers is boosting the demand for digitally printed vinyl wallpapers. These have an adhesive base and a vinyl film, which is placed on the top. Moreover, interior designers and architects prefer vinyl-based wallpapers as these can be used effectively in both high- and low-traffic areas. Vinyl-based wallpapers are available in a wide range of finishes and colors, with enhanced durability further driving their demand.
Nonwoven is projected to register the highest growth at a CAGR of 19.4% from 2023 to 2030. Nonwoven wallpapers are largely favored by consumers as they support digital printing. With the increasing demand for digitally printed wallpapers, there is a growing need for nonwoven substrates. When mixed with the printing solution, nonwoven wallpapers remain stable in both dry and humid environments. These wallpapers have a perfect blend of natural and synthetic fibers that are used to make coffee filters, tea bags, and gauze. Nonwoven wallpapers can be applied directly to the wall and perfectly cover wall cracks and imperfections. These wallpapers are simple to remove and offer smooth, abrasion-free walls.
In terms of revenue, commercial dominated the market with a share of around 60% in 2022. The rising number of hotels and restaurants and the growth of the travel and tourism industry across the world have widened the commercial application scope of digitally printed wallpaper. The demand for these products is also fueled by the expansion of malls, retail stores, and offices. The use of environment-friendly materials for the manufacturing of wallpapers is expected to emerge as a prominent trend in this market. Several market players are manufacturing wallpapers made from recyclable papers to address issues related to waste disposal and sustainability.
Residential segment is estimated to grow at a higher CAGR of about 18.8% over the forecast period. Rapidly growing residential real estate, coupled with increased spending capacity and willingness for home improvement, is fueling the demand for digitally printed wallpapers within the residential segment. Apart from this, there is a rising preference for Do it yourself (DIY) home improvement projects, which is strongly supported by the influence of social media platforms like Instagram and Pinterest. As a result, digitally printed wallpapers have gathered increased traction from DIY enthusiasts all over the world.
North America dominated the market with a share of over 37% in 2022. The rising spending on interior décor and renovation in the region is primarily responsible for the expansion of North America digitally printed wallpaper market. According to the National Association of the Remodeling Industry (NARI), more than 76% 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, driving the demand for digitally printed wallpapers.
Asia Pacific is expected to witness the fastest CAGR of 19.8% from 2023 to 2030. Rapid economic development, fast urbanization, and digitalization are predicted to drive economic growth in Asia Pacific, with the area experiencing maximum income gains globally by 2040. Huge infrastructure investments are planned to encourage regional integration, resulting in a shrinking of the urban/rural income divide. The hospitality sector is booming as the region has several popular travel destinations. The pandemic has made several hotel owners restructure their approach to accustom customers who were traveling during the period. Several hotels are using smart technologies and statement décor, such as digitally printed wallpapers, to mark their presence in the market.
The market is characterized by the presence of several established players and emerging ones. Many big players are increasing their focus towards collaborations, product launches to compete effectively.
In January 2023, Grandeco Wallfashion Group Belgium NV launched a digitally printed exclusive XL wallpaper for its Mural Young Edition collection. The murals are digitally printed on a printing-press custom-made for the company.
Some of the key players in the global digitally printed wallpaper market include:
Report Attribute
Details
Market size value in 2023
USD 3.03 billion
Revenue forecast in 2030
USD 10.3 billion
CAGR of 18.2% from 2023 to 2030
Base year for estimation
