Digitally printed wallpaper has been a ‘hot topic’ in the wide format print industry for much of the past ten years as print businesses have sought to diversify their service offerings and capitalise on digital print’s versatility. As far back as 2013 when we expanded the Kavalan range to include our Gecko wall covering material, inkjet was the fastest growing process in decorative printing, with Smithers Pira forecasting then that inkjet production would grow from 4.1% of decorative print to 13.8% by 2023[1].
As with so many sectors of the signage market, the past four years have disrupted predicted growth, but opportunities are still there for the taking. Indeed, digital printing’s share of the global wallpaper market is now expected to accelerate at a CAGR of around 20% through to 2025[2] and by 2030 the global digitally printed wallpaper market is expected to be worth more than $10 billion[3].
The ‘return’ of wallpaper
It is not only the print industry discussing a boom for digitally printed wallpaper. As far back as 2017, interior design commentators were discussing how wallpaper was ‘back’[4] and as recently as 2021 House Beautiful wrote about “a wallcovering renaissance thanks to digital printing”[5].
In addition to its outstanding image reproduction capabilities, it is digital print’s suitability for short run production that has led many pattern designers to embrace its capabilities so enthusiastically. It enables antique designs to be brought back to life, allows for limitless colourways and makes it possible for designers to operate without any need for stock-holding.
Among the myriad factors driving the growth of digitally printed wallpaper, arguably the most important (and visually appealing) is the growing popularity of custom wallpapers among consumers looking for ways to customise their interior spaces. While commercial use of digitally printed wallpaper has been dominant until now, applications in homes are forecast to grow at a CAGR of almost 19% through to 2030[6].
Personalisation finds its way into home décor
Customisation has always been a fundamental part of interior design. If anything, interior design is the process of customising a space and this has always been true of corporate, hospitality and retail interiors. However the personalisation trend that we’ve seen reverberate through marketing, packaging, and fashion is being felt in home décor too, and it reaches far beyond one-off products such as photo printed bedding and personalised wall stickers.
Consumers are increasingly looking to reduce waste by moving away from ‘fast fashion’ trends in many aspects of their lives, and décor is no different. Not only are they looking for ways to reflect their personal style and story in their homes, they are also looking to do so in ways that will last for some time. Less fashion statement, more personal statement.
Take the example of Print Station, a specialist large-format print and design business in the UK. After the company used Kavalan Gecko 320 GB to print wallcoverings as part of its design and installation of a new vegan restaurant interior, one guest at the restaurant opening was so impressed by the project and the material used that she asked Print Station to design a bespoke wallpaper for her home.
The stunning results speak for themselves.
Environmentally-friendly materials for the home
The short-run capabilities of digital inkjet printing undoubtedly lend themselves well to one-of-a-kind wallcoverings and on-demand production of small quantities. This, of course, is one of the reasons that so many wide format print businesses look to décor as a possible new source of revenue.
However, just as the designs and graphics used in signage applications don’t always translate as effectively into the home, the materials used will often need to be rethought too. A large number of wallcovering substrates, particularly self-adhesive ones, are made using PVC, which can contain phthalates, plasticisers and heavy metals that are hazardous to human health[7]. In fact, in 2022 vinyl-based wallpapers accounted for 37% of the digitally printed wallpaper market, making them the dominant substrate[8].
With growing wariness amongst consumers of plastics and VOCs, many are already seeking out organic and sustainable brands for their homes. Indeed, many consumer wallcovering brands are already touting the PVC-free nature of their products. Naturally then, it makes sense for print service providers targeting the home décor market or working directly with pattern designers to also seek out PVC-free materials.
Created with interior design applications in mind, Kavalan’s PVC-free Gecko wall-covering material is the perfect choice for wall decoration in residential environments. Compatible with both latex and UV inks and available in widths up to 5 metres with a self-adhesive option, there are no limits to the creative applications that are possible with Gecko. Certified phthalate-free and both RoHS and REACH compliant, it has also achieved EN-71 certification.
Want to start your PVC-free journey with Kavalan? Find your nearest distributor [here].
[1] Smithers Pira. October 2018. Four major trends that are helping to grow the décor print market. https://www.smithers.com/en-gb/resources/2018/oct/trends-that-are-helping-to-grow-the-decor-print
[2] Technavio. April 2021. Digitally Printed Wallpaper Market Growth, Size, Trends, Analysis Report by Type, Application, Region and Segment Forecast 2021-2025. https://www.technavio.com/report/digitally-printed-wallpaper-market-industry-analysis?utm_source=prnewswire&utm_medium=pressrelease&utm_campaign=(Test-v1-5).1_wk19_005&utm_content=IRTNTR44165
[3] Grand View Research. Digitally Printed Wallpaper Market Size, Share & Trends Analysis Report By Product (Vinyl, Nonwoven, Fabric, Paper, Fiberglass), By Application (Commercial, Residential), By Region, And Segment Forecasts, 2023 - 2030. https://www.grandviewresearch.com/industry-analysis/digitally-printed-wallpaper-market-report
[4] Megan Buerger, The Washington Post. 1 March 2017. Wallpaper is making a big comeback. Here’s how to choose, use and remove. https://www.washingtonpost.com/lifestyle/home/wallpaper-is-making-a-big-comeback-heres-how-to-choose-use-and-remove/2017/02/28/c9b2eb40-f88a-11e6-9845-576c69081518_story.html?noredirect=on
[5] Kelly Allen, House Beautiful. 19 May 2021. The Digitally-Printed Wallpaper Market Is Expected to See a Huge Boom. https://www.housebeautiful.com/shopping/home-accessories/a36464488/digitally-printed-wallpaper/
[6] Grand View Research. Digitally Printed Wallpaper Market Size, Share & Trends Analysis Report By Product (Vinyl, Nonwoven, Fabric, Paper, Fiberglass), By Application (Commercial, Residential), By Region, And Segment Forecasts, 2023 - 2030. https://www.grandviewresearch.com/industry-analysis/digitally-printed-wallpaper-market-report
[7] Publications Office of the European Union. 2022. The use of PVC (poly vinyl chloride) in the context of a non-toxic environment. https://op.europa.eu/en/publication-detail/-/publication/e9e7684a-906b-11ec-b4e4-01aa75ed71a1
[8] Grand View Research. Digitally Printed Wallpaper Market Size, Share & Trends Analysis Report By Product (Vinyl, Nonwoven, Fabric, Paper, Fiberglass), By Application (Commercial, Residential), By Region, And Segment Forecasts, 2023 - 2030. https://www.grandviewresearch.com/industry-analysis/digitally-printed-wallpaper-market-report
