Executive Summary
This report discusses the market for wallcoverings and the market for glazed
ceramic tiles. Wallcoverings include wallpaper, flat paper-backed vinyls and
the textured-blown vinyls. Borders form part of the offer for all these main
wallcovering types. Other kinds of wallcoverings include lining papers and
woodchip papers, and wallcoverings made of textiles. Glazed tiles may be used
on walls or floors, b ut there are separate ranges for the two applications and
in the UK, most of the demand is for wall tiles.
Key Note estimates that £283m was spent on wallcoverings in 1996. The
market showed strong growth in 1996, but may have fallen back to as low as
£261m in 1997. For glazed tiles, Key Note's estimate is £239m at
manufacturers' selling prices (msp) for 1996, rising to £255.9m msp in
1997.
Around 31% of the demand for glazed ceramic tiles by volume comes from the
commercial sector and this is the sector with the strongest growth prospects in
the near future. The rest of the demand comes from new housebuilding and from
retail sales, which account for around 52% of the market. In the wallcoverings
market, at least 80% of the demand is understood to come from the retail
sector.
The recent recovery in property sales, the gradual growth in new housing
output, and the start of recovery in commercial building output are all very
positive signs for these markets. However, wallcoverings are already very
popular and, starting from a position of relative strength, the wallcoverings
market may have less scope for growth than the ceramic tiles market in the UK,
which is quite small compared to that in other European countries.
With regard to product sectors and fashions, the same trends which have emerged
over the last few years have continued through 1996 and 1997. Borders are the
highest growth sector for wallcoverings and border tiles are becoming widely
available in tiling ranges. Simplex wallpaper and unpasted flat vinyls showed
growth in 1996, but sales of blown vinyls were also up. In the tile market,
there is growth in sales of larger tile sizes.
Key Note forecasts a fairly flat market for wallcoverings to the year 2001, but
growth for the glazed ceramic tile market.
Thirteenth Edition 1997
Edited by Phillippa Smith
ISBN 1-85765-782-9
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