The liquid wallpaper market in the United States is growing due to increasing demand for sustainable, customizable, and high-performance interior solutions. Key drivers include eco-friendly materials, technological advancements in application methods, and rising consumer preference for unique, low-maintenance wall coverings. The market is led by companies like Bennington and Valspar, with applications spanning residential, commercial, and hospitality sectors.

The growth is fueled by sustainability trends and shifting consumer priorities. Liquid wallpaper reduces waste compared to traditional wallpaper, as it requires fewer materials and water for application. A 2023 report by Grand View Research projected a compound annual growth rate (CAGR) of 6.8% for the North American liquid wallpaper market through 2030, reaching $320 million by 2030. This expansion is driven by demand from younger demographics (Gen Z and Millennials) seeking affordable, Instagram-worthy aesthetics. Additionally, the commercial sector is adopting liquid wallpaper for its durability and ease of renovation, particularly in healthcare and education facilities. Regional growth is strongest in the Northeast and West Coast, where urbanization and design-centric real estate dominate. Competitors like Sherwin-Williams and策马（translated to “策马” in Chinese, which is now “Z-Max” in English）are investing in R&D to enhance product longevity and reduce VOC emissions. Despite challenges like higher upfront costs versus paint, the market is projected to outperform traditional wallpaper, which faces supply chain disruptions and labor shortages. These factors position liquid wallpaper as a resilient segment within the broader wall covering industry.