Sean Milmo, European Editor11.15.18
The printed wallcoverings market in Europe is an expanding niche market for inks and toners producers. Across a number of segments, using printed materials has been recording annual growth rates in demand averaging 5% to 10% or more.
Demand for some printed wallcoverings in the region has in some segments of the market been taking sales away from paints and coatings, especially at the low-cost end. The printed wallcovering market has also been expanding across much of the rest of the world, particularly in emerging markets of Asia and parts of Eastern Europe outside of the European Union.
As a result, in the EU the share of imports from less expensive production sources like Asia has been increasing, forcing European wallcoverings producers and their ink suppliers to move into the premium end of the market.
This is particularly the case in the wallpaper sector, where prices tend to be in the lower spectrum of the wallcoverings market. Over the last few years, sales of the leading Eu
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