Multi-client: The Future of Digital Printing for Wallpaper and Decor to 2023

This study will quantify the dynamic wallpaper and decor market and forecast growth over the next five years based on extensive new primary research.


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Product detail
Product type: Multi-client report
Date of publication: 30 Nov 2018
  • Wallpaper is a hot market thanks to ultra-stylish prints, dimensional fabrics, and new materials that make it easy to both install and remove.
  • While the overall market volume remains stable, there are many dynamic changes and shifts within the market that offer profitable opportunities for suppliers, including new substrates and printing processes – including digital print.
  • Consumers now perceive wallpaper as low maintenance alternative to paint. Installing and removing wallpaper used to be a notorious headache, so technology — including new adhesive formulas and stick-and-peel fabrics that strip off walls without leaving residue — has done wonders for its reputation.


Smithers Pira believes now is the right time to publish the definitive study on the digital printing for the wallpaper and décor market.

Wallpaper has never been more affordable or more convenient. Sherwin-Williams, the largest wallpaper distributor in the US, has a total catalogue at more than 100,000 options.

Digital print is able to provide vibrant colours. Digital print also means that anything is possible and we can push the boundaries of wallpaper design

The study will quantify the market (volume and value) and forecast growth over the next five years based on extensive new primary research. In addition, the study will provide data on supply markets, technology forecasts and scenarios to 2023.


The objectives of this project are to:

  1. Quantify the market for digital printing on wallpaper (volume and value), and forecast growth to 2023
  2. Segment the market by end-use application, user type, substrate, print process, region and key national market, as well as analyse demand trends for inks, substrates and machinery.
  3. Analyse the type of designs that are most popular
  4. Explore pricing trends
  5. Profile key competitors
  6. Understand end-user preferences, unmet needs and pain points based on primary research
  7. Understand the impact of e-commerce and other trends on the market
  8. Analyse cost comparisons of digital vs. analogue technology
  9. Examine likely technology developments to 2023.


This report will segment the market data as follows:

End-use application

  • Wallpaper
  • Canvas
  • Posters
  • Decorative textiles
  • Decors
  • Stickers

User Type:

  • Business to Business
  • Business to Consumer (to include online, retail and DIY)
  • Contract (Defined by Hotels, etc.)


  • Paper
  • Nonwoven
  • Textiles
  • Vinyl-based (PVC, PET Films)
  • Other

Print process (focus will be on digital but with coverage on analogue technologies)

  • Digital
    • Inkjet​
      • Latex
      • UV
      • Eco-solvent
      • Aqueous
      • Electrophotography
      • Dye-Sublimation
  • Litho
  • Gravure
  • Flexo


  • Europe
    • Germany
    • Italy
    • UK
    • France
    • Spain
    • Scandinavia
    • Poland
  • North America
    • US
  • Asia
    • China

Data will be shown for 2017, 2018 and 2023 in both volume (M2) and value ($US millions)

The report will also include supplier markets:

Supplier markets

  • Digtial printing equipment
  • Digital inks
  • Substrates