Digitally printed wallpaper market

Market Size and Trends

The digitally printed wallpaper market is estimated to be valued at USD 6.67 Bn in 2024 and is expected to reach USD 22.75 Bn by 2031, growing at a compound annual growth rate (CAGR) of 19.2% from 2024 to 2031.

The digitally printed wallpaper market is expected to witness significant growth over the forecast period. Increased spending on home remodeling and interiors in developed economies, such as North America and Europe, is propelling the demand for digitally printed wallpapers. Additionally, the growing popularity of digital prints over traditional wallpapers due to advantages such as high print quality, low lead times, and varied design options is expected to drive the market growth during the forecast period. Furthermore, rising disposable income, rapid urbanization, and shifting consumer preference towards aesthetically appealing interior solutions is expected to provide growth opportunities for digitally printed wallpaper manufacturers globally.

Growing Preference for Customized and Personalized Interiors

The digitally printed wallpaper market has been experiencing steady growth over the past few years due to the growing preference of consumers for customized and personalized interior decoration designs. Earlier, wallpaper designs were restricted to a limited color range and patterns produced through traditional screen, offset, or gravure printing processes. This did not allow much customization as per the tastes and requirements of each consumer. However, with the emergence of digital printing technology, wallpaper manufacturers are now able to offer an almost unlimited variety of designs, patterns, textures and personalized images printed on wallpaper. Digitally printed wallpaper provides high resolution printing allowing any photo, picture, design or motif chosen by the consumer to be printed on wallpaper precisely as desired. This brings a whole new level of customization where consumers can pick a theme, color palette or even upload their family photos to be printed on wallpaper. They get a wallpaper that is designed exactly as per their individual style, requirement of the room, or simply their personal aesthetic preferences and tastes. The ability to completely customize wallpaper as per one's wishes without any limitation on design or color choices has become very appealing to many consumers. It gives them a feeling of having a unique wall decor that is tailored to their personality. This personalized touch has been driving increased consumer demand for digitally printed wallpapers over conventional mass-produced wallpaper options.

Market Concentration and Competitive Landscape

Growing Popularity of Do-It-Yourself Home Décor Trends

Rising popularity of do-it-yourself (DIY) home décor trends amongst consumers today. For instance, in February 2021, Home Depot opened a new distribution center in Dallas, Texas, focused on the fast fulfillment of online orders. The new 1.5 million-square-foot facility is expected to deliver millions of online products directly to customers' homes or for pickup at local stores. With growing accessibility of digital printing solutions and availability of wallpaper printing services online, many consumers now wish to take interior designing and decorating tasks into their own hands rather than depending on professional designers or installers. Digitally printed wallpaper fits perfectly into this prevailing DIY trend, offering consumers a fun and creative way to decorate their homes on their own. Consumers can quickly design wallpaper samples on their computers, tablets, or smartphones in the comfort of their homes at their convenience as per their budget and tastes. They then get the wallpaper printed and delivered directly avoiding the hassle of visiting physical stores.

Market Challenges: High cost of production

Some key challenges the digitally printed wallpaper market faces include high costs associated with the production and infrastructure set-up for digital printing. Traditional wallpaper manufacturers have well-established supply chains and consumer preferences remain with traditional products. Additionally, the market has limited design options as digitally printed wallpapers cannot yet mimic the textures of traditional wallpapers.

Market Opportunities: Rising demand for modern interior décor

Younger consumers are more receptive to modern interior décor influenced by digital media. This market segment is growing and willing to experiment with new product categories. Digitally printed wallpapers allow for the mass customization of designs and quick turnarounds of small batch productions, enabling companies to keep up with rapidly changing design trends.

Insights, By Substrate: Durability and Cost-Effectiveness Drive the Adoption of Nonwoven Substrates

In terms of substrate, nonwoven contributes 43% share of the market owning to its durable nature and cost-effectiveness. Nonwoven wallpapers offer high resistance to wear-and-tear from daily use compared to other substrate materials like paper and vinyl. They maintain their aesthetic appeal for longer without deterioration of visual qualities. This translates to lower overall costs for consumers as nonwoven wallpapers do not need replacement or repairs as frequently. Additionally, nonwoven is easier to install as it does not require complicated priming or adhesive application procedures like vinyl or paper-based options. It can be directly hung on walls with basic pasting. Manufacturers also prefer nonwoven due to its consistency in raw material inputs which ensures uniform print quality.

Insights, By Printing Technology: Technology Leadership Drives Inkjet Dominance

In terms of printing technology, inkjet contributes the 41.3% share of the market owing to its technology leadership. Inkjet printing allows for high-resolution digitization with near-photographic quality on various materials. It provides vibrant color reproductions and intricate detailing on wallpaper designs. Inkjet technology also enables customizable designs and small batch productions which favor its adoption in the personalized wallpaper space. Furthermore, inkjet printers have ongoing technological innovations like increased printer speeds and multi-functional abilities. This helps lower production costs per unit over time and also boosts new application opportunities for manufacturers.

Insights, By End-Use Sector: Aesthetics and Branding Needs Fuel the Non-Residential Demand

In terms of end-use sector, non-residential contributes the 41% share of the market propelled by aesthetics and branding requirements of these segments. Commercial spaces like offices, hotels, retail stores, and public buildings leverage digitally printed wallpapers as a design element to create unique interior experiences. Complex artistic designs or visual identities aligned with company values are printed at scale. Large majestic wall murals in these sectors accentuate the ambience. Additionally, non-residential wallpapers see high replacement rates as spaces undergo periodic remodeling or tenant refurbishment works. This consistent replenishment demand from the non-residential segment outpaces residential over the long-term. Growing nonresidential sector is expected to drive the segment growth. For instance, according to data published by, IBEF in 2021-22, the commercial space was expected to record increasing investments. For instance, in October 2021, Chintels Group announced to invest Rs. 400 crore (US$ 53.47 million) to build a new commercial project in Gurugram, India, covering a 9.28 lakh square feet area. The transactions of commercial real estate doubled and reached 1.5 million sq. ft. in Q1 of 2023.

Regional Insights

North America has been dominating the digitally printed wallpaper market. With 42.3% for many years owing to strong infrastructure and early adoption of advanced printing technologies among manufacturers. The region is home to numerous top players like Tempaper, Graham & Brown, Kreon, and Color X who have been investing heavily in research and development of new designs and materials. This has allowed them to constantly innovate and cater to the dynamic tastes and preferences of customers. Additionally, high disposable incomes and purchasing power in countries like the U.S. and Canada have fueled the demand for premium and customized wallpaper solutions. With a thriving construction industry and rapid urbanization, Asia Pacific has emerged as the fastest growing regional market globally. China, in particular, has established itself as a manufacturing powerhouse and a critical export hub for digitally printed wallpaper. Various policy initiatives by the government to promote infrastructure spending, as well as increasing focus on interior design among the expanding middle class, have boosted market opportunity. Indian wallpaper producers are also investing in latest printing technologies to expand their reach domestically as well as globally. Other Southeast Asian countries such as Indonesia, Malaysia, and Thailand are witnessing a construction boom and improving standards of living, thereby widening the customer base.

The Asia Pacific region has certain inherent cost advantages for manufacturers due to the availability of cheap labor and raw materials. This has enabled players to offer competitive pricing without compromising on quality, helping them make solid inroads even in price-sensitive international markets. Local companies are able to further enhance their value proposition through shorter lead times and localized product catalogs featuring on-trend designs suited to regional preferences. While North America currently occupies the prominent position, the Asia Pacific region is projected to dominate global supply and demand in the coming years, driven by strong economic growth and unmatched scale of opportunities.

Market Report Scope

Key Developments

• 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.
• Graham & Brown Ltd collaborated with Karl Lagerfeld in March 2022 to release wallpapers featuring the original prints, logos, and sketches of the iconic German designer
• In March 2022, the British heritage company, Laura Ashley and Graham & Brown entered into a partnership. This collaboration resulted in the production of a line of wallpaper featuring prints by Laura Ashley.
• In April 2023, Applied Coverings announced the introduction of a novel service allowing customers to generate personalized patterns for their wallpaper. Through this initiative, clients could work directly with Applied Coverings designers to develop unique wallpaper patterns tailored to their preferences and decor needs.

*Definition: The digitally printed wallpaper market involves products where the designs and patterns are digitally printed onto wallpaper surfaces using modern printing technologies like inkjet and toner printing. These wallpapers offer highly detailed and customizable designs that can be created and updated easily as compared to traditional wallpaper production methods. They are highly popular for commercial applications like offices, hotels, restaurants due to low minimum order quantities and quick turnaround times. The digitally printed wallpaper market is growing rapidly due to increased adoption of digital printing.

Market Segmentation

•  Substrate Insights (Revenue, USD Bn, 2019 - 2031)
  • Nonwoven
  • Vinyl
  • Paper
  • Others (Glass Fiber, Canvas, and Grass Cloth, etc.)
•  Printing Technology Insights (Revenue, USD Bn, 2019 - 2031)
  • Inkjet
  • Electrophotography
•  End-use Sector Insights (Revenue, USD Bn, 2019 - 2031)
  • Residential
  • Non – Residential
• Regional Insights (Revenue, USD Bn, 2019 - 2031)
  • North America
    • U.S.
    • Canada
  • Latin America
    • Brazil
    • Argentina
    • Mexico
    • Rest of Latin America
  • Europe
    • Germany
    • U.K.
    • Spain
    • France
    • Italy
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
    • ASEAN
    • Rest of Asia Pacific
  • Middle East & Africa
    • GCC Countries
    • Israel
    • Rest of Middle East & Africa
• Key Players Insights
  • 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
  • Tecnografica
  • Syndikat4
  • DAISY JAMES
  • ÉLITIS
  • MINDTHEGAP
  • YO2 Designs
  • Arte International
  • Astek
  • Momentum Textiles & Wallcovering
  • Londonart
  • John Mark Ltd