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Editor: Jacob Howard
ISBN: 1-84168-168-7

This report covers: wallcoverings, ceramic tiles, sidewalls, rolls, borders, friezes, substrate, simplex wallpaper, duplex wallpaper, unpasted vinyl, ready pasted vinyl, white blown vinyl, coloured blown vinyl, expanded vinyls, plain white vinyls,

Companies covered include: Imperial Home Decor Group, Englewood, Graham & Brown, Forbo-CP, Walker-Greenbank, Akzo Nobel Decorative Coatings, Country Decor Wallcoverings, Fina Art Decor, H&R Johnson Tiles, Pilkington Tiles Group, British Ceramic Tiles, Topps Tiles, SJ Dixon & Son,

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Executive Summary

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EXECUTIVE SUMMARY

This report discusses the market for wallcoverings and ceramic tiles. In 2000, the value of the total market fell by 1.8 percent to £497.2m at manufacturers' sales prices (msp).

The wallcoverings market can be broken down into sidewalls and borders, and by substrate. The substrate sectors used in this report are simplex paper, duplex paper, unpasted vinyl, ready-pasted vinyl, white blown vinyl, coloured blown vinyl, expanded vinyls and others (mainly other plain whites). Simplex paper — generally the cheapest substrate — has been gaining market share from the more expensive ready-pasted and unpasted vinyls and duplex papers, and this trend has added to the downturn in the market value. There has been a revival in interest in blown vinyls, both white and coloured, which has been created by the launch of new textured products.

The ceramic tiles market breaks down into wall tiles and floor tiles. Both tile sectors are growing, but floor tiles, which have been under-used in the UK, are showing strong growth.

The wallcoverings market moves in fashion cycles, competing against paint. Since 1997, paint has been gaining popularity and wallcoverings have been falling from favour. There has been a severe downturn in both value and volume. The manufacturers introduced many new designs in 2000 in a bid to try to revive interest in wallcoverings, and these seem to have been well received. The main design trends are the increased use of textures
(with and without colour), the introduction of details in gold or silver, restful natural colours and patterns based on oriental and historic themes, or natural materials such as grasses or rope. In general, there is more originality and opulence in the latest designs.

The market for wall and floor tiles appear to be showing gradual
long-term growth, interrupted by some fluctuations, which are caused partly by large contract projects or the lack of them. Porcelain tiles — especially with a marble look — are becoming very popular.

The wallcoverings industry is optimistic that 2001 will at least see the bottoming out of the market and even some growth, and Key Note forecasts that there will be some gradual growth from 2002 to 2004 as a result of new product development (NPD). Paste-the-wall wallcoverings and dry-strippable products have just started to come onto the market and these could provide some extra value. Key Note also expects growth for ceramic tiles, but this could be faster in volume terms rather than in value.

Text © 2001 Key Note

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Last updated by Paul Tucker 16th March 2001