Europe Digitally Printed Wallpaper Market Outlook, 2028

Europe is home to a rich cultural heritage, and digitally printed wallpaper often draws inspiration from traditional motifs, historical patterns, and iconic landmarks. For example, in countries like France and Italy, digitally printed wallpapers may feature intricate floral designs, Baroque or Rococo-inspired patterns, and scenes from famous landmarks like the Eiffel Tower or the Colosseum. As the technology allows for greater flexibility in design, and European digitally printed wallpapers often reflect contemporary aesthetics. Minimalist designs with clean lines, bold geometric patterns, and abstract artwork are popular choices in modern interior design in countries like Germany, Scandinavia, and the UK. Europe is anticipated to witness strong growth in the digitally printed wallpaper market because of increased presence of well-established market players in countries such as Germany and Italy. Rising customer desire for personalized home decors, as well as the existence of market leaders such as IKEA and other digital wallpaper printers, drive market expansion. Additionally, the increased use of personal images as wallpaper to beautify homes is likely to drive the digitally printed wallpaper market growth over the forecast period. In the near future, the expanding luxury house market and increased focus on interior decoration is expected to create new growth avenues for the industry players during the forecasting period. Many European consumers opt for bespoke wallpapers that are tailored to their specific preferences and interior spaces. This trend of customization and personalization is particularly prominent in countries like the UK, where homeowners often seek unique and individualistic designs for their homes.

According to the research report, “Europe Digitally Printed Wallpaper Market Outlook, 2028” the market is projected to add USD 2.43 Billion market size from 2023 to 2028. Digital printing technology has expanded the design possibilities for wallpapers, allowing for intricate patterns, detailed imagery, and a wide range of colors and textures. European consumers are drawn to the creative design options offered by digitally printed wallpapers, which allow for greater artistic expression and unique visual aesthetics in interior design. Also, due to construction and renovation in Europe, there is potential demand for Digitally Printed Wallpaper utilization. One of the key trends of the market is an increase in the production of wallpapers with improved durability and beauty. When compared to interior paint, wallpaper improves the visual appeal of walls and is less expensive. The rising need for greater aesthetics, particularly in residential buildings, will boost the market growth. When compared to traditional paintings, digitally produced wallpaper has a far longer lifespan. In addition to that, digitally printed wallpapers are now more accessible to consumers due to online shopping and e-commerce platforms. Consumers can easily browse and purchase digitally printed wallpapers online, providing convenience and a wide range of options. This accessibility has expanded the market for digitally printed wallpapers in Europe, making them more readily available to consumers. Vinyl-based digitally printed wallpaper is one of the most commonly used substrates in Europe. Vinyl wallpapers are known for their durability, moisture resistance, and ease of maintenance, making them suitable for various applications, including residential and commercial spaces. They can be digitally printed with a wide range of designs, patterns, and colors, offering versatility and customization options for consumers. However, non-woven digitally printed wallpaper has also gained popularity in Europe due to its ease of installation and eco-friendly properties.

The construction industry is an important part of the European Union's (EU) economy, accounting for 9% of GDP (as per the European Commission). In addition, western European countries are technologically sophisticated and urbanized; Eastern European countries, on the other hand, are gradually urbanizing their cities. Furthermore, the region's construction industry is expanding as a result of growing demand for commercial infrastructure such as offices, hotels, malls, resorts, and airports. The demand for printed wallpapers is linked to the growth of the construction industry. The overall aesthetics of the structure are greatly influenced by digitally created wallpaper. The majority of people favor creative and decorative wall tiles to make residential and commercial structures more visually appealing. Market participants have introduced innovative items, notably in commercial locations such as airports, shopping centres, workplaces, and retail stores. In terms of end user types, the commercial segment will dominate the market in 2022. Due to its ability to deliver a smooth and monolithic look, these digital products are continually evolving. Consumers are increasingly concerned about the environmental impact of their purchasing decisions, including the materials used in their home decor. This has led to a rise in demand for eco-friendly wallpaper made from sustainable materials such as recycled paper and non-toxic inks. With increasing awareness about environmental concerns, consumers in Europe are placing a greater emphasis on sustainability in their purchasing decisions, including wallpapers. As a result, there is a growing demand for digitally printed wallpapers that are made from environmentally friendly materials, such as recycled or FSC-certified paper, water-based inks, and low VOC (volatile organic compounds) content. Manufacturers are responding to this trend by offering more sustainable options in their product portfolios.

Germany, France, Russia, the United Kingdom, Spain and Italy are among Europe's largest countries. Among them, Germany is anticipated to lead the market by the end of the forecast period. The use of digitally printed wallpaper has been embraced by the creative community in Germany, including artists, designers, and architects. Many artists and designers in Germany use digitally printed wallpaper as a medium for their artwork, creating unique and eye-catching designs that blur the line between art and interior design. Architects and interior designers also incorporate digitally printed wallpaper in their projects to add a touch of individuality and creativity to residential and commercial spaces. In terms of themes and motifs, digitally printed wallpaper in Germany often draws inspiration from nature, such as floral patterns, landscapes, and botanical designs. Geometric patterns, abstract designs, and retro-inspired motifs are also popular choices. Additionally, there is a growing interest in sustainable and eco-friendly digitally printed wallpaper in Germany, reflecting the country's focus on environmental consciousness and sustainability. The usage of wallpaper to beautify the walls of offices and homes, such as shops, has returned to the forefront in recent years. In comparison to traditional wallpaper, the development of new backings and materials, as well as developments in digital technology, has enabled the creation of long-lasting, personalized, and aesthetically beautiful decorations. Wallpaper is a sort of interior design that can be used in a variety of settings. In addition, Valencia-based artist Maria Dali will create hand-painted designs for Affreschi & Affreschi's newest innerLine line in December 2021. This wallpaper series was unveiled at Milan Design Week 2021. The design emphasizes human connection and communication by reflecting the viewer's inner beauty onto the wall.

In recent years, the Europe digitally printed wallpapers market has witnessed continued innovation and diversification. Manufacturers have been pushing the boundaries of design possibilities with new techniques such as 3D printing, metallic inks, and textured effects, creating wallpapers with unique visual and tactile characteristics. The demand for sustainable and eco-friendly wallpapers has also increased, leading to the development of environmentally friendly options such as recycled paper, water-based inks, and VOC-free materials. Moreover, collaborations between renowned designers and manufacturers have resulted in exclusive wallpaper collections that cater to diverse consumer preferences and design trends. Nature-inspired and biophilic designs, which incorporate elements from the natural world, are gaining popularity in the Europe digitally printed wallpapers market. These designs often feature images of flora, fauna, landscapes, and other natural elements, bringing a sense of tranquility and connection with nature into interior spaces. Biophilic designs are known to have positive effects on human well-being, such as reducing stress and enhancing productivity, making them a sought-after choice for wallpaper designs.

The ease of installation of digitally printed wallpapers is also driving their adoption in the residential sector. Many digitally printed types of wallpaper are designed to be self-adhesive or peel-and-stick, making them easy to install without the need for professional assistance. This DIY-friendly installation process appeals to homeowners who are looking for cost-effective and convenient ways to update their home interiors. While the residential sector continues to be a fastest growing market for digitally printed wallpapers in Europe, there is also increasing adoption in the commercial and hospitality sectors. Hotels, restaurants, offices, retail spaces, and other commercial establishments are recognizing the value of digitally printed wallpapers in creating unique and visually appealing interiors that reflect their brand identity and create memorable experiences for their customers. This trend is driving the demand for commercially-rated wallpapers that are specifically designed for high-traffic and commercial environments, and manufacturers are catering to this demand by offering wallpapers with enhanced durability and performance features. Furthermore, the convenience and efficiency of digitally printed wallpaper installation in commercial spaces are also driving its adoption. Digitally printed wallpapers can often be installed quickly and with minimal disruption to ongoing operations, making them a practical choice for commercial projects with tight timelines.

Companies Mentioned in this Report:

A.S. Creation Tapeten AG, Muraspec Group, Tapetenfabrik Gebr. Rasch GmbH & Co. , MX Display Ltd, The Printed Wallpaper Company, Hollywood Monster Ltd, Graham & Brown Ltd, John Mark Ltd, Glamora Srl, Tecnografica, Syndikat4 German Wallcovering, Elitis, YO2 Designs , arte international , Muraspec, Texdecor, Vescom, Farrow & Ball

Considered in this report

• Geography: Europe
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• Europe Digitally Printed Wallpaper Market with its value and forecast along with its segments
• Country-wise Digitally Printed Wallpaper market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report:

• Germany
• United Kingdom
• France
• Spain
• Italy
• Russia

By Substrate type:

• Vinyl
• Nonwoven
• Paper
• Others (Fabric, Glass Fiber, Canvas, and Grass Cloth)

By Printing Technology Type:

• Inkjet
• Electrophotography

By End-User Type:

• Commercial
• Residential

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this; the author has started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Digitally Printed Wallpaper industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.