Digitally Printed Wallpaper Market by Product (Vinyl, Nonwoven, Fabric, Paper, and Fiberglass), Application (Commercial and Residential), and Region (North America, Europe, Asia-Pacific, and LAMEA): Opportunity Analysis and Industry Forecast, 2023-2032

Digitally Printed Wallpaper Overview

Digitally printed wallpaper is a type of wall covering produced using digital printing technology, setting it apart from traditional methods like screen printing or gravure. The process begins with a digital design created using computer software, enabling designers to craft intricate patterns or images. This design is then sent to a specialized digital printer that uses advanced inkjet technology to apply the design to the chosen wallpaper material, which can vary from vinyl to paper or fabric-backed options. Notably, digital printing allows for easy customization, permitting each wallpaper roll to have a different design. The technique ensures high-quality printing with precise color replication and vibrant details, appealing to interior designers seeking unique, personalized wall coverings. Additionally, digitally printed wallpaper offers quicker production times and reduced waste compared to traditional methods, making it an increasingly popular choice for various applications in homes, offices, hotels, and retail spaces.

Global Digitally Printed Wallpaper Market Analysis

The global digitally printed wallpaper market size was $2.72 billion in 2022 and is predicted to grow with a CAGR of 13.9%, by generating a revenue of $9.04 billion by 2032.

COVID-19 Impact on Global Digitally Printed Wallpaper Market

During the early stages of the COVID-19 pandemic, strict lockdown measures and economic uncertainties led to reduced demand and disruptions in the supply of digitally printed wallpaper products. With fewer construction and renovation projects, consumer spending on home decor decreased. However, there was a shift in consumer preferences towards creating comfortable living spaces, which may have led to increased demand for traditional wallpaper and smaller home improvement projects. The closure of physical retail stores also highlighted the importance of e-commerce and digital marketing for businesses to reach customers. Despite these challenges, the market gradually recovered as vaccination efforts and easing restrictions allowed for a resurgence in demand. Advancements in digital printing technology and the ability to offer personalized designs is expected to contribute to the market’s growth in the coming years.

Rising Demand for Customization and Personalization to Drive the Market Growth

The digitally printed wallpaper market was being driven by several key factors. Customization and personalization are significant drivers as customers have sought to personalize their living and working spaces with unique designs and colors. The growing emphasis on interior decoration in residential and commercial spaces is also fueling the demand for digitally printed wallpaper. Moreover, environmentally conscious consumers favored eco-friendly printing options, leading manufacturers to adopt sustainable practices. Rapid urbanization and real estate development are further expanded the market, with digitally printed wallpapers becoming famous for enhancing interior spaces. Increased consumer awareness of the design options and benefits of digitally printed wallpapers over traditional alternatives is positively impacting the demand for digitally printed wallpaper.

High Initial Cost to Restrain the Market Growth  

The high initial cost of specialized equipment and technology can make digitally printed wallpapers more expensive than traditional options, limiting their adoption in price-sensitive markets. Besides, limited awareness and acceptance among consumers and interior designers could hinder widespread adoption in the coming years. Quality and durability concerns, such as color fading and adhesion, must be addressed to build confidence in digitally printed wallpaper. Additionally, the range of available designs and customization options may still be limited compared to traditional wallpapers. Environmental concerns about the printing process and materials used may also affect consumer preferences, driving the need for more sustainable practices.

Rapid Prototyping and Short Runs to Drive Excellent Opportunities

Digital printing allows for rapid prototyping and short production runs, which is predicted to create growth opportunities for the digitally printed market. The market is also predicted to benefit from rising demand for eco-friendly products, with digitally printed wallpapers often utilizing environmentally friendly inks and materials. Technological advancements, such as improved printing resolution and color options, is further expected to enhance the visual appeal and quality of digitally printed wallpapers. As the interior decoration industry is flourishing, digitally printed wallpapers are finding applications in homes and commercial spaces like offices, hotels, restaurants, and retail stores. Additionally, integrating augmented reality (AR) technology can give customers a better shopping experience by allowing them to visualize how a wallpaper design would look in their space before purchasing.

Global Digitally Printed Wallpaper Market Share, by Product, 2022

The vinyl sub-segment accounted for the highest market share in 2022. This is mainly because vinyl's durability and resistance to wear and tear make it a popular choice for high-traffic areas and spaces prone to moisture, like kitchens and bathrooms. The material’s versatility also offers customers various designs, patterns, and textures, allowing for personalized and unique wallpapers. Its cost-effectiveness has made it accessible to a broader range of consumers, while its ease of installation appeals to both DIY homeowners and professionals. With technological advancements in digital printing, vinyl wallpaper can showcase intricate designs and vibrant colors, satisfying consumer preferences for customization and aesthetic appeal. The availability of vinyl wallpapers in various offline and online stores has further contributed to the sub-segment's dominance in the market.

Global Digitally Printed Wallpaper Market Share, by Application, 2022

The commercial sub-segment accounted for the highest market share in 2022.  The commercial application sub-segment is expected to dominate in the market during the forecast period mainly because digital printing technology allows a high degree of customization and personalization to meet unique design preferences of businesses, such as workplaces, hotels, restaurants and retail stores. Besides, commercial projects often involve larger wall spaces, and digital printing offers a cost-effective and efficient solution for producing wallpaper in bulk. Moreover, the versatility of digital printing enables the creation of diverse designs, ranging from murals and graphics to branded wallpapers, effectively meeting the specific needs of various commercial clients. Furthermore, the increased demand for innovative interior design in the competitive commercial sector has also propelled the adoption of digitally printed wallpapers, as they offer various design possibilities.

Global Digitally Printed Wallpaper Market Share, by Region, 2022

The North America digitally printed wallpaper market generated the highest revenue in 2022. The region’s technological advancements in the digital printing industry and a strong focus on customization are the factors contributing to the growth of the market. With the growing demand for personalized and unique home decor products, digitally printed wallpaper became a popular choice among consumers in the North America region. Besides, the booming real estate and home renovation markets and increased emphasis on interior design in the region is fuelling the demand for these innovative wallpapers. Moreover, North America's well-established distribution channels, including retailers, interior designers, and online platforms, are playing a crucial role in making these products readily available to consumers. Lastly, the increasing adoption of eco-friendly and sustainable initiatives in the industry aligned with the growing environmental awareness is contributing to the popularity of digitally printed wallpaper in the region.

Competitive Scenario in the Global Digitally Printed Wallpaper Market

Product development and investment are common strategies followed by major market players. For instance, 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 leading digitally printed wallpaper market players are A.S. Création Tapeten AG, Grandeco Wallfashion Group Belgium NV, Graham and Brown Ltd., MX Display Ltd., Flavor Paper, Moonavoor Sisustus, JOHNMARK LTD, Glamora Srl, Inkiostro Bianco PI, and Tecnografica.