Abstract
US wall covering demand to increase 3.7% annually through 2013
US demand for wall coverings is projected to advance 3.7 percent per year
through 2013 from a weak 2008 base. Gains will derive primarily from an
expected recovery in new residential construction, a key market for wall
coverings, which suffered significantly from the collapse of the US housing
market in 2007 and 2008.
Decorative tile, wall paneling products to post outsized growth
In particular, decorative tile and wall paneling products, which account for
the bulk of demand, are expected to post outsized growth. Demand for wallpaper
will also record positive growth through 2013. However, unlike decorative tile
and wall panels, which rise and fall in tandem with construction activity,
wallpaper has been in steady decline for over a decade, reflecting changing
consumer tastes, the dominance of paints as the first choice in wall
decoration and the difficulty inherent in applying and removing wallpaper.
However, the development of a variety of new wallpaper products, such as wall
cutouts, wall murals and custom wallpaper products will lead to a recovery for
the product segment.
New construction residential market to expand market share from weak base
Residential markets are the primary outlet for wall coverings demand,
accounting for 63 percent of total demand in 2008. Consumption is about evenly
divided between new construction and improvement and repair applications, but
through 2013 new construction will expand its share of the market as
residential housing recovers from a very weak 2008 base. Growth in
nonresidential markets will continue to be well below average, reflecting
weakness in new nonresidential construction.
Study coverage
Wall Coverings, a new Freedonia industry study examines the nearly $2 billion
US market. The study presents historical demand data (1998, 2003 and 2008)
plus forecasts for 2013 and 2018 by product (wall panels, decorative tile,
wallpaper and finished gypsum board), market (residential, nonresidential, new
construction, improvement and repair) and US geographic region. The study also
considers market environment factors, evaluates market share and profiles 30
industry players such as OMNOVA Solutions, Georgia-Pacific and Wilsonart
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