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Key Areas

Executive Summary

Table of Contents

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TABLE OF CONTENTS

1. INTRODUCTION 5

2. SUMMARY 6

2.1 OVERALL MARKET 6

2.2 MARKET SECTORS 6

2.3 PRODUCTS 6

2.4 SUPPLIERS 7

2.5 DISTRIBUTION 7

3. ECONOMIC ENVIRONMENT 8

3.1 INTEREST RATES 8

3.2 INFLATION 9

3.3 PUBLIC SPENDING, TAXATION AND UNEMPLOYMENT 9

3.4 CONSTRUCTION 10

4. WALLCOVERINGS 11

4.1 INTRODUCTION 11

4.2 MARKET SIZE 11

4.3 CURRENT SITUATION 12

4.4 MARKET HISTORY 14

4.5 FUTURE PROSPECTS 15

4.6 END USE SECTORS 16

4.7 IMPORTS & EXPORTS 19

5. PRODUCTS 21

5.1 OVERVIEW OF PRODUCT MIX 21

5.2 FINISHED WALLPAPER 23

5.3 VINYL WALLCOVERINGS 24

5.4 OTHER WALLCOVERINGS 27

5.5 OTHER FASHION TRENDS 29

6. SUPPLIERS 32

7. DISTRIBUTION 41

7.1 DISTRIBUTION STRUCTURE 41

7.2 MAJOR CHANNELS 44

7.3 DIY MULTIPLES 44

7.4 INDEPENDENTS & SPECIALISTS 48

7.5 TRADE CENTRES / WHOLESALERS 50

7.6 DEPARTMENT STORES / VARIETY STORES / FURNISHING MULTIPLES 52

7.7 OTHERS 55

8. KEY MARKET INFLUENCES 57

8.1 THE HOUSING MARKET 57

8.2 CONTRACTORS OUTPUT - INDUSTRIAL AND COMMERCIAL 61

8.3 GENERAL 62

9. FUTURE PROSPECTS 66

LIST OF TABLES AND CHARTS

TABLE 1: THE UK MARKET FOR WALLCOVERINGS (£ MSP) 1990-2000

CHART 2: WALLCOVERINGS BY APPLICATION AREA & PURCHASER - 1996 percent BY VALUE

TABLE 3: IMPORTS & EXPORTS OF WALLCOVERINGS 1995 AND 1996 BY VALUE (£M MSP)

CHART 4: UK MARKET FOR WALLCOVERINGS percent VALUE SHARE BY PRODUCT GROUP

TABLE 5: WALL COVERING TYPES - percent SHARE BY VALUE 1996

CHART 6: UK MARKET FOR BLOWN VINYLS percent MIX BY VALUE 1996

TABLE 7: MARKET SHARES OF MAJOR UK WALLCOVERING SUPPLIERS BY VALUE

CHART 8: COMMERCIAL MARKET

CHART 9: DOMESTIC MARKET

TABLE 10: DISTRIBUTION OF WALLCOVERINGS BY OUTLET - percent BY VALUE 1996

TABLE 11: HOUSING COMPLETIONS 1988-1996 GREAT BRITAIN ('000)

TABLE 12: HOUSING STARTS 1993-1996 GREAT BRITAIN ('000)

TABLE 13: VALUE OF NEW UK HOUSING OUTPUT AND RMI OUTPUT (£M)

TABLE 14: NUMBER OF PROPERTY TRANSACTIONS IN ENGLAND AND WALES 1988-1995

TABLE 15: CONTRACTORS OUTPUT - NEW WORK AND RMI NON HOUSING - CURRENT PRICES (£M)

CHART 16: INTEREST RATES AND INFLATION (RPI) FROM 1990-2000

CHART 17: PDI & SAVINGS RATIO

TABLE 18: STOCK OF DWELLINGS GREAT BRITAIN - 1983-1996

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EXECUTIVE SUMMARY

The UK wallcoverings market is estimated to be worth around £220m at manufacturers prices. The market experienced significant levels of growth during the late 1980's which was followed by a downturn during the recession, due to a decline in the level of domestic and commercial building combined with negative equity which reduced the level of housemoves. There have been some signs of recovery since this period, although to date, the market has not shown significant increases in sales.

The market can be divided into three major sectors - trade commercial, trade domestic and DIY. The trade commercial sector accounts for around 15 percent of the market and has begun to experience some growth, reflecting recent recovery in commercial construction activity. There has also been a slight shift away from DIY to trade domestic due to a small increase in the number of consumers more willing to employ a decorator than undertake the task themselves.

Exports continue to be a growth area for the majority of UK manufacturers with over half of UK manufactured wallcoverings exported. The USA is one of the major markets for UK wallcoverings.

Vinyl wallcoverings are by far the largest product sector in the wallcoverings market accounting for over 60 percent of the market in value terms. Wallpaper and 'whites' account for the remaining share.

Other trends occurring are increased segmentation of this mature market, with areas such as children's designs prospering, while colours are becoming more bold and new ranges are being introduced more frequently.

This market is relatively concentrated with the top 7 companies accounting for around 85 percent of the market. The leading company is Borden Decorative Products, followed by Walker Greenbank, John Wilman and Vymura. Companies targeting the top end of the market include those which are major fabric converters such as Crowson, Osborne & Little, Cornwell Parker, Arthur Sanderson, Colefax & Fowler, etc.

Major channels through which wallcoverings are distributed include DIY Multiples, Independents and Specialists (including Hardware & Independent DIY stores, Paint & Wallpaper Specialists and Interior Designers), followed by Trade Centres.

This comprehensive report represents a detailed assessment of the market, reviewing major trends, key factors influencing developments and future prospects for the sector. Analysis is both quantitative and qualitative, based on our substantial experience of the building and home improvement markets.

Text © 1997 AMA Research

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