Market Drivers

Interior Design & Aesthetic Trends driving market expansion

Over recent years, home decor brands have now been venturing far beyond house decoration, with the entire 2022 collection of the Asian Paints Group offering not only house fabrics, house wallpapers, house rugs, house furniture, house lighting as well as house bedding all in their Royale brand. Individual customised special interior design is required due to the desire to show creativity in oneself and overcome the obligation to create spaces that would serve as a refuge and distinguish both personal fashion and pandemic stay at home. It is this blend of interior design trends rooted in boldness, with innovative products being launched, which is transforming the international wallpaper market.. Such innovation examples of such products mentioned are Ahlstroms WallStar Digital product, which is a PVC-free nonwoven wallcovering and has a launch date in April 2025, showing the importance of a sustainable strategy and the opportunity presented by digital design to drive market expansion to allow consumers that demand environment friendly products virtually unlimited design flexibility with high image quality. The increased amount of disposable income and the impact of such digital technologies as Instagram and Pinterest have contributed to the popularity of the use of bright colors and nature-focused designs and emotional narration in interior design. On the other hand, digital printing trends and e-business have also brought in the customizability and high resolution control in the wall craftings; any house and business premises have now turned democratic in customizing the wall design. Ultimately it is a blend of both humanistic approach to design, high-tech innovation and a desire to accept either the happiness of the environment or the environment of the senses that propel the world growth of the wallpaper industry with walls no longer as sceneries but more inherent parts of the way of life and of the self.

Market Restraints

Easy Availability of Substitutes in the Market

Easy access to substitutes specifically, paints, decorative wall panels, tiles and even digital displays all provide different value propositions to both homes and businesses, and inbound substitution to the global wallpaper marked is becoming more of a threat.  Business people tend to flock to paints that are cost-effective to maintain, advanced and innovative, such as the instances where health issues are countered with microbicidal properties.  Textures, on the other hand, do not disappoint modern design briefs using textured paint and decals.  Modular wall panels and living plant walls have the flexibility that interests changing office interestingly.  To the same extent, digital screen or artistic installation owners are popularizing their technological capabilities to immersive and interactive potentials by attracting tech-savvy businesses and homeowners.

By Product Type

In 2024, Vinyl Product captured 34.00% of market sales with market value of USD  675.33  Million.

Vinyl based wallpaper held more than 34.00% of the share of revenue by 2024 as an overall market leader globally. The growth in the product is brought about by the ease of cleaning and high traffic areas. Further, damaged wallpaper made of vinyl is simple to clean up. The continuous popularity that the vinyl based products have acquired over the past years is likely to increase exponentially in the coming years due to their easy manipulation and repairing capability in the face of certain damage. It is prone to high-traffic activities such as hospitals and schools because it is fire resistant. Nonwoven wallpaper sales have expressed a significant compound annual growth rate (CAGR) there is considerable growth throughout the forecast period. One of the major things that have led to the rising demand of nonwoven wallpaper is the rise in the popularity of do-it-yourself projects.

By End-User

In 2024, Commercial end use has market share of 30.33% of market sales with market value of USD 602.46 Million.

The use of wallpaper in commercial buildings dominated the market across the world, characterized with a market share of approximately 30.00 percent in 2024. It is projected that over the forecast period, the sales of the products and technologies manufacturing the products in the offline end-user locations will continue to rise in the world as urbanization and spreading of supermarket and hypermarkets continue to target more individuals. Also, the demand in the commercial segment is primarily caused by the rapid growth of filled places like bars, clubs, and restaurants all over the world. There is an estimated compound annual growth rate (CAGR) of 4.54 percent in the sales of the residential wallpaper between 2025 and 2032. The main fuel of the popularity of the online channels in the international business is the penetration of the internet into the middle-class population increasing de facto and the increasing utilization of smartphones and other similar devices or technologies. Moreover, there exists an expectation that the expanding trend of including stylish and beautiful wall decorations will give the major players the opportunity of increasing the product line.

By Geography

North America dominates the Wallpaper market with estimated market value of USD 774.64 Million in 2024, and is expected to reach USD 1,163.91 Million in 2032.

In 2024, the worldwide wallpaper market will be dominated by the North American region with over 5.22 percent share of total revenue. It is also driven by the need to meet the demand of local products through several remodelling businesses that local home-owners initiated. The determination of the demand is based on the fact that numerous clients in the region are opting in favor of wallpapers with strong motifs and patterns. Growing popularity of home renovation and remodeling is expected to serve as a facilitator to the growth of the industry. The Asia Pacific wallpaper market is set to increase at the highest growth rate between 2025 and 2032 with a growth rate of 4.54%. The Urbanization and population growth are major factors that are propelling the construction sector in the Asia Pacific. In May 2021, Sangetsu and Sanderson Design Group Plc declared that Sangetsu would enforce an exclusive licensing agreement of the Morris & Co. wallpapers in Taiwan, Singapore, Korea and Japan, as one of a number of mechanisms the competitive brands adopt in this region to gain prominence in the country.

List Of Top Players

• Asian Paints
• Sangetsu Corporation
• F. Schumacher & Co.
• York Wall Coverings Inc.
• Brewster Wallpaper Corporation
• The Romo Group
• AS Creation Tapeten AG
• 4walls
• Osborne & Little
• Grandeco
• Others

Key Industry Developments

• Wallkalakar in February 2025 has released its new masterpiece the Pichwai Wallpapers Collection. Traditional motifs are remodeled in this collection as lovely wallpapers adding divine class and cultural splendor to the modern homes. It is based on Pichwai paintings of India which is) elaborate and spiritually rich, especially the Nathdwara ones, in Rajasthan.
• 2025: Grandeco presents modern wallpaper collection with Time 2025, which are 106 cm wide and consist of new and old designs of wallpaper. Generally used patterns, including flowers, leaves, and damask contribute to the general air of grace when used in combination with delicate linework.
• January 2023: Grandeco Wallfashion Group Belgium NV introduced Mural Young Edition, a line of Customized digitally printed Wallpaper. The murals are printed using digital printing with a printing press specially made to house the business.

Table Of Contents

1. INTRODUCTION
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
   1. MARKET INTRODUCTION
   2. MARKET DRIVERS
   3. MARKET RESTRAINTS
   4. FUTURE OPPORTUNITIES
   5. MARKET TRENDS
   6. PORTER’S FIVE FORCES ANALYSIS
      1. Threat of New Entrants
      2. Threat of Substitutes
      3. Bargaining Power of Suppliers
      4. Bargaining Power of Buyers
      5. Intensity of Competitive Rivalry
   7. VALUE CHAIN & PROFIT MARGIN ANALYSIS
   8. PRICING ANALYSIS
   9. REGULATORY FRAMEWORK
   10. COVID-19 IMPACT ANALYSIS
   11. PRODUCT LIFE CYCLE ANALYSIS
   12. PESTLE ANALYSIS
   13. MICRO ECONOMIC ANALYSIS
   14. Market Premium Insights (Enterprise license)
       • Consumer Analysis (List of Potential Consumers)
       • Top 10 Country-Wise Import & Export Data (If Applicable)
       • Regulatory Bodies & Authorization Across the Globe
       • Key Conferences & Events: Next Two Years
       • Top Patents for The Market
5. GLOBAL WALLPAPER MARKET REVENUE & SHARE ANALYSIS (2023-2032)
   1. By Product
      1. Vinyl
      2. Nonwoven
      3. Paper 
      4. Fabric
      5. Others
   2. By End Use 
      1. Residential
      2. Commercial
6. GLOBAL WALLPAPER MARKET REVENUE & SHARE ANALYSIS (2023-2032), BY REGION
   1. NORTH AMERICA 
      1. U.S.
      2. Canada
      3. Mexico
   2. EUROPE
      1. Germany
      2. UK
      3. France
      4. Italy
      5. Spain
      6. Rest of Europe
   3. ASIA PACIFIC 
      1. China
      2. Japan
      3. India
      4. South Korea
      5. Rest of APAC
   4. MIDDLE EAST & AFRICA
      1. GCC
      2. South Africa
      3. Rest of MEA
   5. LATIN AMERICA
      1. Brazil
      2. Argentina
      3. Rest of LATAM

For all the segments and sub-segments, Qualitative as well as Quantitative data will be provided. In Quantitative we provide the historic (2023), base (2024), estimated (2025) and forecasted (2025-2032) market value in USD Million, Share in % with a CAGR (2025-2032). This data would be provided on a regional as well as country level.

1. COMPETITIVE LANDSCAPE
   1. OVERVIEW
   2. KEY PLAYERS MARKET SHARE ANALYSIS
   3. LIST OF KEY STRATEGIC DEVELOPMENTS 
2. COMPANY PROFILES
   1. Asian Paints
      1. Company Overview
      2. Company Financial Insights (Total Revenue, Revenue By Business Segments, and By Region)
      3. Product Benchmarking
      4. Key Strategic Developments (Merges & Acquisitions, Partnership /Agreements/Joint Venture, Expansion, New Product Launches, and other developments)
      5. Business Strategic Overview
      6. SWOT Analysis
   2. Sangetsu Corporation
   3. F. Schumacher & Co.
   4. York Wall Coverings Inc.
   5. Brewster Wallpaper Corporation
   6. The Romo Group
   7. AS Creation Tapeten AG
   8. 4walls
   9. Osborne & Little
   10. Grandeco
3. LIST OF SOURCES
4. DISCLAIMER