Wallpaper Market Size, Share & Trends Report

Wallpaper Market Size, Share & Trends Analysis Report By Product (Vinyl, Nonwoven, Paper, Fabric), By End-Use (Residential, Commercial), By Region, And Segment Forecasts, 2024 - 2030

  • Report ID: GVR-4-68039-471-1
  • Number of Pages: 110
  • Format: Electronic (PDF)

Research Methodology

A three-pronged approach was followed for deducing the wallpaper market estimates and forecasts. The process has three steps: information procurement, analysis, and validation. The whole process is cyclical, and steps repeat until the estimates are validated. The three steps are explained in detail below:

Information procurement: Information procurement is one of the most extensive and important stages in our research process, and quality data is critical for accurate analysis. We followed a multi-channel data collection process for wallpaper market to gather the most reliable and current information possible.

  • We buy access to paid databases such as Hoover’s and Factiva for company financials, industry information, white papers, industry journals, SME journals, and more.
  • We tap into Grand View’s proprietary database of data points and insights from active and archived monitoring and reporting.
  • We conduct primary research with industry experts through questionnaires and one-on-one phone interviews.
  • We pull from reliable secondary sources such as white papers and government statistics, published by organizations like WHO, NGOs, World Bank, etc., Key Opinion Leaders (KoL) publications, company filings, investor documents, and more.
  • We purchase and review investor analyst reports, broker reports, academic commentary, government quotes, and wealth management publications for insightful third-party perspectives.

Analysis: We mine the data collected to establish baselines for forecasting, identify trends and opportunities, gain insight into consumer demographics and drivers, and so much more. We utilized different methods of wallpaper market data depending on the type of information we’re trying to uncover in our research.

  • Market Research Efforts: Bottom-up Approach for estimating and forecasting demand size and opportunity, top-down Approach for new product forecasting and penetration, and combined approach of both Bottom-up and Top-down for full coverage analysis.

  • Value-Chain-Based Sizing & Forecasting: Supply-side estimates for understanding potential revenue through competitive benchmarking, forecasting, and penetration modeling.

  • Demand-side estimates for identifying parent and ancillary markets, segment modeling, and heuristic forecasting.

  • Qualitative Functional Deployment (QFD) Modelling for market share assessment.

Market formulation and validation: We mine the data collected to establish baselines for forecasting, identify trends and opportunities, gain insight into consumer demographics and drivers, and so much more. We utilize different methods of data analysis depending on the type of information we’re trying to uncover in our research.

  • Market Formulation: This step involves the finalization of market numbers. This step on an internal level is designed to manage outputs from the Data Analysis step.

  • Data Normalization: The final market estimates and forecasts are then aligned and sent to industry experts, in-panel quality control managers for validation.

  • This step also entails the finalization of the report scope and data representation pattern.

  • Validation: The process entails multiple levels of validation. All these steps run in parallel, and the study is forwarded for publishing only if all three levels render validated results.

Wallpaper Market Categorization:

The wallpaper market was categorized into four segments, namely product (Vinyl, Nonwoven, Paper, Fabric), end-use (Residential, Commercial), and regions (North America, Europe, Asia Pacific, Latin America, Middle East & Africa).

Segment Market Methodology:

The wallpaper market was segmented into product, end-use, and regions. The demand at a segment level was deduced using a funnel method. Concepts like the TAM, SAM, SOM, etc., were put into practice to understand the demand. We at GVR deploy three methods to deduce market estimates and determine forecasts. These methods are explained below:

Market research approaches: Bottom-up

  • Demand estimation of each product across countries/regions summed up to from the total market.

  • Variable analysis for demand forecast.

  • Demand estimation via analyzing paid database, and company financials either via annual reports or paid database.

  • Primary interviews for data revalidation and insight collection.

Market research approaches: Top-down

  • Used extensively for new product forecasting or analyzing penetration levels.

  • Tool used invoice product flow and penetration models Use of regression multi-variant analysis for forecasting Involves extensive use of paid and public databases.

  • Primary interviews and vendor-based primary research for variable impact analysis.

Market research approaches: Combined

  • This is the most common method. We apply concepts from both the top-down and bottom-up approaches to arrive at a viable conclusion.

Regional Market Methodology:

The wallpaper market was analyzed at a regional level. The globe was divided into North America, Europe, Asia Pacific, Latin America, and Middle East & Africa, keeping in focus variables like consumption patterns, export-import regulations, consumer expectations, etc. These regions were further divided into seventeen countries, namely, the U.S.; Canada; Mexico; Germany; UK; France; Spain; Italy; China; Japan; India; South Korea; Australia & New Zealand; Brazil; Argentina; Saudi Arabia; South Africa

All three above-mentioned market research methodologies were applied to arrive at regional-level conclusions. The regions were then summed up to form the global market.

Wallpaper market companies & financials:

The wallpaper market was analyzed via companies operating in the sector. Analyzing these companies and cross-referencing them to the demand equation helped us validate our assumptions and conclusions. Key market players analyzed include:

  • Sangetsu Corporation specializes in interior and exterior decorative products, with a product lineup that includes wall coverings, flooring materials, curtains, upholstery, and carpets. The company operates through a network of affiliated companies responsible for designing, manufacturing, and distributing exterior products. Its product line is marketed under the Sangetsu brand name, and the company maintains distribution centers in Tokyo, Osaka, Nagoya, and Fukuoka. Sangetsu conducts its operations via regional offices and marketing offices throughout Japan, and has a business presence in China, the U.S., and Singapore. The company offers a variety of wallpapers suitable for both residential and non-residential applications, including unique options like handcrafted traditional Japanese wallcoverings, textile wallcoverings, paper weaves, and sisal wallcoverings.


  • York Wallcoverings is a renowned company specializing in the design, manufacturing, marketing, and distribution of a diverse range of interior décor products, including residential and commercial wallpaper, borders, murals, peel & stick tiles, and decorative peel & stick wall decals. The company's products have a global reach, extending to more than 80 countries worldwide. York Wallcoverings possesses and operates a unique array of five different types of printing presses, ranging from rare turn-of-the-century models to modern digital applications.

  • Brewster Home Fashions is a 5th-generation family business operating as a distributor and manufacturer of wallpapers. With offices on three continents, the company is known for its innovative and original designs, catering to residential and commercial markets worldwide. The company offers a wide range of home décor products, including wallpapers, wall art, home accessories, flooring, and small furniture. Brewster Home Fashions has a team of experienced in-house designers who continually interpret design and color trends from around the world to create fresh and inspiring products. The company maintains a global presence with offices in the U.S., Canada, the U.K., and China.

  • F. Schumacher & Co. specializes in the design, manufacturing, and supply of textiles. The company's product offerings encompass a wide range of textiles, including fabrics, wall coverings, oriental carpets, trimmings, furnishings, and other fabric-related items. Operating primarily in the U.S., F. Schumacher & Co. has established a strong presence with 17 corporate showrooms across the U.S. and Europe, in addition to 23 agent showrooms worldwide.

  • A.S. Création Tapeten AG is a prominent European wallpaper manufacturer and part of the A.S. Création Group. The group comprises two divisions, with the Wallpaper Division being the larger, responsible for over 90% of total sales. This division operates on a global scale, producing and marketing wallpapers and borders. Manufacturing facilities are in Germany (Wiehl-Bomig) and Belarus (Novoselje). Sales and trading entities associated with the Wallpaper Division are situated in key regions, including the U.K., the Netherlands, France, and Russia. Moreover, it offers a 24-hour delivery service to meet the demands of its customers.

  • Osborne & Little is a manufacturer and retailer of wall decor. It offers products such as wallcoverings, trimmings, and fabrics under the brands Nina Campbell, Matthew Williamson, and Lorca. For over half a century, Osborne & Little's distinctive and alluring designs have been at the forefront of interior design trends, spanning printed fabrics, weaves, and trimmings. Many of these iconic designs have earned a place of honor in museum collections, including prestigious institutions such as the Cooper Hewitt in New York, the Victoria & Albert Museum in London, and the Chicago Institute of Art.

  • The Romo Group is renowned for its exclusive furnishing collections, catering to both contract and residential projects. These collections encompass a diverse range of offerings, including fabrics, wallcoverings, trimmings, and accessories, and they are distributed globally through an extensive network of agents and distributors. The Romo Group consists of six distinct brands, namely Romo, Black Edition, Mark Alexander, Zinc Textile, Kirkby Design, and Villa Nova. The company introduces new collections biannually and maintains an impressive on-site inventory, boasting approximately 250,000 rolls of fabric and wallcoverings. Moreover, The Romo Group upholds strict adherence to REACH regulations.

  • Grandeco Wallfashion Group Belgium NV is among the world's major producers of wall decoration products. The company manufactures its collections and wall decoration products for private labels, amounting to a total production exceeding 13 million rolls annually. It specializes in vinyl wallcoverings and serves as a significant player in the decorative wallpaper sector, distributing its products in more than 88 countries worldwide. The company offers a range of wallpaper finishings, including embossing, special effects, and various sizes and pack configurations. Its high-tech warehouse facilitates worldwide product distribution, and its digital printing unit enables the creation of cost-effective, large-scale murals and photo wallpaper with exceptional print quality, eliminating pattern repetition found in analog wallpaper.

  • 4walls is a prominent player in design, sales, manufacturing, and marketing for commercial wallcovering markets. The company's product line extends well beyond traditional borders and wallpaper, encompassing murals, peel-and-stick options, art on canvas, and a variety of custom mural and wallpaper materials. 4walls serves both commercial and residential markets, offering a range of decorative and functional products. Some of its notable commercial clients are AM/PM, Baylor University, Bigfoot 4x4, and Blue Cross Blue Shield. It also collaborates with distributors and manufacturers like American Blinds, Wallpaper & More; Blonder Home Accents; Crown Wallcoverings; and Genesys Interiors.

  • Asian Paints is a multinational paint company engaged in the manufacturing and distribution of coatings, paints, products related to home décor, and bath fittings, along with providing related services. With operations spanning 14 countries and manufacturing facilities in 26 global locations, Asian Paints has a diverse presence. The company boasts several subsidiaries, including Apco, Scib, Taubmans, Berger International, and Ess Ess. It also engages in joint ventures with PPG Inc, USA. in automotive and industrial paints and Sleek International Modular Kitchens. Asian Paints offers an extensive palette of paints, ranging from luxury enamels to economical quality distempers, catering to various preferences and needs. Beyond paints, the company has expanded its product range to include wallpapers under the Nilaya brand, wall stencils, wood finishes, adhesives, and waterproofing solutions.

Value chain-based sizing & forecasting

Supply Side Estimates

  • Company revenue estimation via referring to annual reports, investor presentations, and Hoover’s.

  • Segment revenue determination via variable analysis and penetration modeling.

  • Competitive benchmarking to identify market leaders and their collective revenue shares.

  • Forecasting via analyzing commercialization rates, pipelines, market initiatives, distribution networks, etc.

Demand side estimates

  • Identifying parent markets and ancillary markets

  • Segment penetration analysis to obtain pertinent

  • revenue/volume

  • Heuristic forecasting with the help of subject matter experts

  • Forecasting via variable analysis

Wallpaper Market Report Objectives:

  • Understanding market dynamics (in terms of drivers, restraints, & opportunities) in the countries.

  • Understanding trends & variables in the individual countries & their impact on growth and using analytical tools to provide high-level insights into the market dynamics and the associated growth pattern.

  • Understanding market estimates and forecasts (with the base year as 2023, historic information from 2018 - 2023, and forecast from 2024 to 2030). Regional estimates & forecasts for each category are available and are summed up to form the global market estimates.

Wallpaper Market Report Assumptions:

  • The report provides market value for the base year 2023 and a yearly forecast till 2030 in terms of revenue/volume or both. The market for each of the segment outlooks has been provided on region & country basis for the above-mentioned forecast period.

  • The key industry dynamics, major technological trends, and application markets are evaluated to understand their impact on the demand for the forecast period. The growth rates were estimated using correlation, regression, and time-series analysis.

  • We have used the bottom-up approach for market sizing, analyzing key regional markets, dynamics, & trends for various products and end-users. The total market has been estimated by integrating the country markets.

  • All market estimates and forecasts have been validated through primary interviews with the key industry participants.

  • Inflation has not been accounted for to estimate and forecast the market.

  • Numbers may not add up due to rounding off.

  • Europe consists of EU-8, Central & Eastern Europe, along with the Commonwealth of Independent States (CIS).

  • Asia Pacific includes South Asia, East Asia, Southeast Asia, and Oceania (Australia & New Zealand).

  • Latin America includes Central American countries and the South American continent

  • Middle East includes Western Asia (as assigned by the UN Statistics Division) and the African continent.

Primary Research

GVR strives to procure the latest and unique information for reports directly from industry experts, which gives it a competitive edge. Quality is of utmost importance to us, therefore every year we focus on increasing our experts’ panel. Primary interviews are one of the critical steps in identifying recent market trends and scenarios. This process enables us to justify and validate our market estimates and forecasts to our clients. With more than 8,000 reports in our database, we have connected with some key opinion leaders across various domains, including healthcare, technology, consumer goods, and the chemical sector. Our process starts with identifying the right platform for a particular type of report, i.e., emails, LinkedIn, seminars, or telephonic conversation, as every report is unique and requires a differentiated approach.

We send out questionnaires to different experts from various regions/ countries, which is dependent on the following factors:

  • Report/Market scope: If the market study is global, we send questionnaires to industry experts across various regions, including North America, Europe, Asia Pacific, Latin America, and MEA.

  • Market Penetration: If the market is driven by technological advancements, population density, disease prevalence, or other factors, we identify experts and send out questionnaires based on region or country dominance.

The time to start receiving responses from industry experts varies based on how niche or well-penetrated the market is. Our reports include a detailed chapter on the KoL opinion section, which helps our clients understand the perspective of experts already in the market space.

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