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Russia's wallpaper market: what Russians choose

Wallpapers remain a traditional and indispensable coating for wall decoration. They retain an attractive appearance for about 5 years, but unlike other coatings, they are much easier to change, transforming the interior in accordance with fashion trends and their own mood.

Wallpaper has always been a popular choice for Russians. It keeps its look for five years, but unlike other wallcoverings, it is a lot easier to change – giving owners a chance to adapt their spaces to the latest trends.

According to a Yandex search, wallpaper for walls in March 2019 interested residents of the Russian Federation 227,792 times. Taking into account the index of regional popularity, most of these requests are in Moscow and the Moscow Region - 22%. At the same time, despite the fact that the total number of requests in March 2019 corresponded to the data of the previous year, the share of Moscow residents decreased by 4%.

In general, over the past 5 years, the market has decreased the demand for the use of wallpaper in interiors.

In international trading terms, “import substitution” – the Russian national drive to localize as much manufacturing and production as possible to have an effect on wallpaper imports. Here we should pay attention that the use of wallpaper in the usual sense is reduced and replaced by substitutes - decorative paints for an interior.

Over the past years in Russia, there has been a decline, as well as a rise in the production of wallpaper and similar materials for pasting walls. Russian wallpaper manufacturers confidently enter the market and replace foreign brands on the shelves of retail chains. The emergence of new high-performance equipment with a high degree of automation and mechanization of work with the use of new modern materials, a significant change in the work functions of the operators of wallpaper-making plants imposes new increased requirements on the skills of operators, their skills and knowledge.

It is expected that the import of wallpaper and wallpaper coatings will continue to decline. In 2020, the supply of wallpapers to Russia from abroad will amount to 81 million pieces. However, imported products still maintain a healthy share of total trade in the sector.  Suppliers of foreign-made designs and products are cutting their prices to remain in the market, and this is shoring up their presence and making sure the international designs favoured in high-end projects will keep their place in Russia for the foreseeable future.

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