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Wall Coverings

US demand to post doubledigit growth through 2015
US demand for wall coverings is forecast to advance 10.4 percent annually from a weak 2010 base through 2015. Gains will derive mainly from a recovery in new residential construction, a key market for wall coverings that suffered significantly from the collapse of the US housing market. In particular, decorative tile and wall paneling products, which account for the bulk of demand, are expected to post strong gains.

Demand for wallpaper will also record positive growth through 2015, reflecting strong growth in both residential and nonresidential construction activity and continuing development of new wallpaper products. Wallpaper had been in a steady decline for more than a decade, reflecting changing consumer tastes, the dominance of paints and coatings as the first choice in wall decoration and the difficulty inherent in applying and removing wallpaper. However, the development of a variety of new wallpaper products, such as wall cutouts, wall murals and custom wallpaper products will lead to a recovery for the product segment.

New construction to bolster residential market growth
Residential markets are the primary outlet for wall coverings demand, accounting for nearly three-fifths of total demand in 2010. Consumption is about evenly divided between new construction and improvement and repair applications, but through 2015 new construction will expand its share of the market as residential housing recovers from a very weak 2010 base. Growth in nonresidential markets will trail gains in residential markets, but will post much improved results compared to the 2000-2010 time frame.

South, West regions to remain dominant, exhibit most rapid demand gains
On a regional basis, demand for wall coverings is heavily concentrated in the South and West regions, which combined to account for about two-thirds of the total in 2010. This reflects the size of the housing and construction markets, coupled with the size of the population, in these regions. The South and West will also post the most rapid growth in demand through 2015, as they continue to gain population, supporting growth in construction activity and, by extension, demand for wall covering products.


PRESS RELEASE

US Demand for Wall Coverings to Reach $2.2 Billion in 2015

Demand for wall coverings is projected to advance 8.2 percent annually from a weak 2010 base to $2.2 billion in 2015. This represents a dramatic improvement over the performance of the 2005-2010 period, when demand for wall coverings fell sharply in the wake of the economic recession and the collapse of the US construction market, particularly residential construction. Just as the residential sector suffered the most from the downturn in construction, so will it also lead the way back, with demand for wall coverings in this key market segment advancing more than eleven percent per annum through 2015. These and other trends are presented in Wall Coverings, a new study from The Freedonia Group, Inc., a Cleveland-based industry market research firm.

Demand for wall panel products is forecast to increase 9.0 percent annually to $1.2 billion in 2015. Sales of wall panel products will benefit from the expected recovery in residential construction activity, coupled with improving prospects in nonresidential construction markets. Laminate panels, in particular sheet panels, will continue to dominate demand, but greater growth prospects will emerge for several products at opposite ends of the value spectrum.

Demand for wallpaper products is projected to increase 7.3 percent annually to $480 million in 2015. Sales of wallpaper products have been in decline for more than a decade, reflecting changes in consumer preferences away from wallpaper in favor of paints and coatings. However, the development of products such as wallpaper borders, custom wallpaper and textured wallpaper is expected to breathe new life into a previously depressed product category. Also, advances in wallpaper technology, which make these products easier to apply and remove, will expand sales opportunities.

Demand for decorative tile wall coverings is projected to increase 7.1 percent annually to $450 million in 2015. Gains will derive primarily from a recovery in new housing construction, although consumption will also benefit from accelerating new nonresidential construction. In addition, the recovery in construction markets will also lead to growth in improvement and repair spending in both residential and nonresidential markets, supporting increased demand for ceramic tile in bathroom and kitchen renovations. Higher end products, such as glass tile, will provide outsized niche growth prospects.

INTRODUCTION
I. EXECUTIVE SUMMARY
II. MARKET ENVIRONMENT
General
Macroeconomic Environment
Demographic Trends
Consumer Spending Outlook
Consumer Financing Overview
Building Construction Overview
Residential
Housing Outlook
Housing Stock
Residential Improvements & Repairs
Nonresidential
Nonresidential Improvements & Repairs
Nonresidential Building Space Trends
Historical Market Trends
Pricing
Environmental & Regulatory Issues
Manufacturing Issues
Indoor Air Quality Issues
World Overview
Foreign Trade
Imports
Exports
Competitive Wall Coverings Outlook
III. PRODUCTS
General
Wall Panels
Products
Laminate Panels
Sheet Panels
Finished Gypsum Board
Solid Wood Panels
Other Wall Panels
Markets
Suppliers
Wallpaper
Products
Paper-Backed Vinyl
Fabric-Backed Vinyl
Vinyl-Coated Paper
Other Wallpaper
Markets
Suppliers
Decorative Tile
Products
Ceramic Tile
Glass Tile
Porcelain Tile
Other Decorative Tile
Markets
Suppliers
IV. MARKETS
General
Residential Markets
New Housing
Residential Improvement & Repair
Demand by Housing Type
Single-Family
Multifamily
Manufactured Housing
Nonresidential Markets
New Building
Improvement & Repair
Demand by Building Type
Office & Commercial
Institutional
Industrial
Other Nonresidential
V. REGIONS
General
Regional Demographic & Economic Trends
Economic Outlook
Population Patterns
Construction Activity
Housing Trends
Regional Demand for Wall Coverings
Northeast
New England
Middle Atlantic
Midwest
East North Central
West North Central
South
South Atlantic
East South Central
West South Central
West
Mountain
Pacific
VI. INDUSTRY STRUCTURE
General
Industry Composition
Market Share
Acquisitions & Divestitures
Cooperative Agreements
Competitive Strategies
Manufacturing
Marketing
Distribution
Company Profiles
ACCRA Fine Wood Products
American Marazzi Tile, see Marazzi Group
Armstrong World Industries Incorporated
Blonder Company
Blue Mountain Wallcoverings Incorporated
Brewster Home Fashions
CertainTeed Gypsum, see Saint-Gobain
Chesapeake Wallcoverings, see RJF International
Corporacion Empresarial Roca SA
Crane Company
Crossville Incorporated
Dal-Tile, see Mohawk Industries
Decorative Panels International Incorporated
DesignTex, see Steelcase
Fletcher Building Limited
Florida Tile, see Panariagroup Industrie Ceramiche
Formica, see Fletcher Building
Foss Manufacturing Company LLC
Georgia-Pacific, see Koch Industries
Hytex Industries, see Foss Manufacturing
Illinois Tool Works Incorporated
Jacaranda Incorporated
Josephson (J.) Incorporated
KI
Koch Industries Incorporated
Len-Tex Corporation
Marazzi Group SpA
Mohawk Industries Incorporated
National Gypsum Company
New NGC, see National Gypsum
OMNOVA Solutions Incorporated
Owens Corning
Pallas Textiles, see KI
Panariagroup Industrie Ceramiche SpA
Patrick Industries Incorporated
RJ Millwork Solutions
RJF International Corporation
Roca Tile Group, see Corporacion Empresarial Roca
Roysons Corporation
RPM International Incorporated
Saint-Gobain
Schumacher (F.) & Company
Seabrook Wallcoverings Incorporated
Sellers & Josephson Incorporated
Steelcase Incorporated
US Vinyl Manufacturing Corporation
Vescom BV
Wall Technology, see Owens Corning
Wallquest Incorporated
Wilsonart International, see Illinois Tool Works
York Wallcoverings Incorporated
Zinsser, see RPM International
Additional Companies Mentioned in the Study
LIST OF TABLES
SECTION I -- EXECUTIVE SUMMARY
Summary Table
SECTION II -- MARKET ENVIRONMENT
1 Macroeconomic Indicators
2 Population & Households
3 Personal Consumption Expenditures
4 Consumer Financing Environment, 2000-2010
5 Building Construction Expenditures
6 Residential Building Construction Expenditures
7 New Housing Indicators
8 Housing Stock by Type
9 Residential Improvement & Repair Expenditures
10 Nonresidential Building Construction Expenditures
11 Nonresidential Building Improvement & Repair Expenditures
12 Nonresidential Building Floor Space
13 Wall Coverings Market, 2000-2010
14 Wall Coverings Pricing Trends
15 Wall Coverings Foreign Trade
16 Wall Space Coverings Comparison
SECTION III -- PRODUCTS
1 Wall Coverings Demand by Product
2 Wall Panels Supply & Demand
3 Wall Panels Demand by Product
4 Laminate Wall Panels Demand
5 Solid Wood Panels Demand
6 Other Wall Panels Demand
7 Wall Panels Demand by Market
8 Wallpaper Supply & Demand
9 Wallpaper Demand by Product
10 Wallpaper Demand by Market
11 Decorative Tile Supply & Demand
12 Decorative Tile Demand by Product
13 Decorative Tile Demand by Market
SECTION IV -- MARKETS
1 Wall Coverings Demand by Market
2 Residential Wall Coverings Demand
3 New Residential Wall Coverings Demand
4 Residential Improvement & Repair Wall Coverings Demand
5 Residential Wall Coverings Demand by Housing Type
6 Single-Family Wall Coverings Demand
7 Multifamily Wall Coverings Demand
8 Manufactured Housing Wall Coverings Demand
9 Nonresidential Wall Coverings Demand
10 New Nonresidential Wall Coverings Demand
11 Nonresidential Improvement & Repair Wall Coverings Demand
12 Nonresidential Wall Coverings Demand by Building Type
13 Office & Commercial Wall Coverings Demand
14 Institutional Wall Coverings Demand
15 Industrial Wall Coverings Demand
16 Other Nonresidential Wall Coverings Demand
SECTION V -- REGIONS
1 Gross Domestic Product by Region
2 Population by Region
3 Construction Expenditures by Region
4 Regional Housing Indicators
5 Wall Coverings Demand by Region
6 Northeast Wall Coverings Demand
7 Midwest Wall Coverings Demand
8 South Wall Coverings Demand
9 West Wall Coverings Demand
SECTION VI -- INDUSTRY STRUCTURE
1 Wall Coverings Sales by Company, 2010
2 Selected Cooperative Agreements
LIST OF CHARTS
SECTION II -- MARKET ENVIRONMENT
1 Year of Construction of Housing Stock, 2010
2 Wall Coverings Demand, 2000-2010
SECTION III -- PRODUCTS
1 Wall Coverings Demand by Product, 2010
SECTION IV -- MARKETS
1 Wall Coverings Demand by Market, 2010
SECTION V -- REGIONS
1 Wall Coverings Demand by Region, 2010
SECTION VI -- INDUSTRY STRUCTURE
1 Wall Coverings Market Share by Company, 2010

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