The Product Guy

May 13 2009 10:51AM | Permalink | Email this | Comments (1) |
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By Nick Bajzek

I must admit I had a bit of a hard time trying to swallow the latest data from the Cleveland-based Freedonia Group. They project demand for wall coverings will rise 4.2 percent every year until 2013. These and other trends are presented in Wall Coverings, available now for $4600 here.

I just personally don’t see that happening. The downturn has no doubt reduced the demand for wallpaper and other surfaces. But if there’s one thing people in the office can agree on at least is that we all HATE (note the caps!) wallpaper. I’m among them. I just had to peel the stuff off of my kitchen and master bathroom late last year and I’ll never, ever, ever, ever, ever do that again!

I also think paint just has wallpaper beat. You can re-paint a room in an afternoon. Not so much with wallpaper. Plus it takes a heck of a tradesman to do it right. Invariably, I think, you’re going to eventually have some bubbling and peeling, especially in a bathroom. Years of humidity would destroy any glue.

In its defense, the study points to the long-term decline in manufactured housing shipments, which has been driving demand down for gypsum board. Demand for decorative wall tile, on the other hand, is projected to increase 5.0 percent annually to $920 million in 2013. Now THAT I can believe—large-format tiles are quite popular these days and the latest production processes and printing techniques means you can have basically just about any tile you desire.

The study does delve into the development of new wallpaper products, such as removable
wallpaper, wallpaper cut-outs, customized wallpaper, low-emission and mold-resistant
lines—these being slightly easier to use than their predecessors. Still, though, I just don’t see the demand forming.