The wallpaper market is fairly stable. On a global level about 700 million reels are produced annually, which is equivalent to about 3.4 billion square meters of wallpaper. Approximately one in every five reels produced starts life in Metsä Board’s Kyro mill.
There are many different aspects to be considered when producing wallpaper bases for manufacturers as well as finished wallpaper products for consumers.
Diverse and ever changing consumer needs
Preferences and trends vary greatly between markets: whereas some consumers want luxury wallpapers, others are looking for the cheapest possible product. In order to meet the needs of customers, both professional decorators and consumers alike, manufacturers are launching new designs and collections more frequently than ever.
Evolving printing technologies and hanging methods
Different kinds of wallpaper bases are needed to go with different hanging methods as well as different printing technologies, such as screen, flexo, gravure, and digital printing. To choose the right kind of wallpaper base, the characteristics of the pulp, layers, and coating need to be considered.
Environmental questions are an important issue around the world. In the wallpaper industry these issues cover anything from forestry practices and the origin of the wood used to minimizing the environmental burden of the processes and chemicals used in the manufacturing. Consumers have every right to demand information regarding these issues.
Optimized structure leads to ease of use
Thorough product development results in products that consumers perceive as easy to use. For example, non-woven wallpapers are gaining more and more share in the wallpaper market thanks to the fact that they are so easy to put up for a seamless result.
The non-woven base of these paste-the-wall products prevents the wallpaper from expanding after application. In addition to dimensional stability, properties such as curl and fibre direction have also been optimized to produce the best possible base for this growing product segment.
What differences can be perceived between quality and mediocre wallpapers? One of these is opacity: previous layers of wallpaper should never be visible through the new one. Another is consistency: wallpaper rolls originating from different production batches should still have the same shade and brightness of color. The rest is revealed over time. Good wallpaper lasts years and years without signs of deterioration.