Postcard Market

The article discusses the increasing demand for printed or illustrated postcards and printed cards worldwide, with forecasts predicting a positive trend in market performance. Consumption and value are expected to rise steadily until 2030, with the market volume projected to reach 331K tons and $3.5B in value. The analysis covers consumption, production, imports, and exports of postcards, highlighting key countries driving market growth. China leads in both production and exports, while the United States dominates in imports. Overall, the postcard market is set to experience growth, driven by evolving consumer preferences and market dynamics.

Market Forecast

Driven by increasing demand for printed or illustrated postcards and printed cards worldwide, the market is expected to continue an upward consumption trend over the next eight years. Market performance is forecast to retain its current trend pattern, expanding with an anticipated CAGR of +2.6% for the period from 2022 to 2030, which is projected to bring the market volume to 331K tons by the end of 2030.

In value terms, the market is forecast to increase with an anticipated CAGR of +3.8% for the period from 2022 to 2030, which is projected to bring the market value to $3.5B (in nominal prices) by the end of 2030.

Consumption

World Consumption of Printed Or Illustrated Postcards And Printed Cards

In 2022, consumption of printed or illustrated postcards and printed cards increased by 2.6% to 269K tons, rising for the fourth consecutive year after two years of decline. The total consumption volume increased at an average annual rate of +2.8% from 2012 to 2022; however, the trend pattern indicated some noticeable fluctuations being recorded in certain years. As a result, consumption attained the peak volume of 300K tons. From 2017 to 2022, the growth of the global consumption remained at a lower figure.

The global postcard market size totaled $2.6B in 2022, flattening at the previous year. This figure reflects the total revenues of producers and importers (excluding logistics costs, retail marketing costs, and retailers' margins, which will be included in the final consumer price). The market value increased at an average annual rate of +1.4% from 2012 to 2022; however, the trend pattern remained consistent, with somewhat noticeable fluctuations being recorded throughout the analyzed period. Over the period under review, the global market hit record highs at $2.8B in 2016; however, from 2017 to 2022, consumption remained at a lower figure.

Consumption By Country

The countries with the highest volumes of consumption in 2022 were Russia (81K tons), China (74K tons) and the United States (55K tons), together accounting for 78% of global consumption. The UK, Hong Kong SAR, Syrian Arab Republic and Canada lagged somewhat behind, together comprising a further 12%.

From 2012 to 2022, the most notable rate of growth in terms of consumption, amongst the leading consuming countries, was attained by Hong Kong SAR (with a CAGR of +11.9%), while consumption for the other global leaders experienced more modest paces of growth.

In value terms, the largest postcard markets worldwide were Russia ($1.1B), the United States ($559M) and China ($384M), with a combined 77% share of the global market. The UK, Canada, Hong Kong SAR and Syrian Arab Republic lagged somewhat behind, together accounting for a further 8.6%.

Hong Kong SAR, with a CAGR of +16.8%, recorded the highest rates of growth with regard to market size among the main consuming countries over the period under review, while market for the other global leaders experienced more modest paces of growth.

The countries with the highest levels of postcard per capita consumption in 2022 were Hong Kong SAR (836 kg per 1000 persons), Russia (561 kg per 1000 persons) and Syrian Arab Republic (268 kg per 1000 persons).

From 2012 to 2022, the most notable rate of growth in terms of consumption, amongst the leading consuming countries, was attained by Hong Kong SAR (with a CAGR of +11.2%), while consumption for the other global leaders experienced more modest paces of growth.

Production

World Production of Printed Or Illustrated Postcards And Printed Cards

In 2022, after three years of growth, there was decline in production of printed or illustrated postcards and printed cards, when its volume decreased by -0.6% to 277K tons. In general, production, however, showed a relatively flat trend pattern. The most prominent rate of growth was recorded in 2014 with an increase of 16% against the previous year. Over the period under review, global production hit record highs at 348K tons in 2015; however, from 2016 to 2022, production stood at a somewhat lower figure.

In value terms, postcard production contracted modestly to $2.1B in 2022 estimated in export price. Overall, production recorded a mild contraction. The most prominent rate of growth was recorded in 2014 with an increase of 37%. Global production peaked at $3.8B in 2015; however, from 2016 to 2022, production stood at a somewhat lower figure.

Production By Country

China (165K tons) constituted the country with the largest volume of postcard production, accounting for 60% of total volume. Moreover, postcard production in China exceeded the figures recorded by the second-largest producer, Russia (81K tons), twofold. Hong Kong SAR (6.7K tons) ranked third in terms of total production with a 2.4% share.

From 2012 to 2022, the average annual growth rate of volume in China was relatively modest. The remaining producing countries recorded the following average annual rates of production growth: Russia (+0.8% per year) and Hong Kong SAR (-6.1% per year).

Imports

World Imports of Printed Or Illustrated Postcards And Printed Cards

In 2022, global postcard imports dropped to 118K tons, remaining stable against the previous year. Over the period under review, imports showed a mild reduction. The pace of growth was the most pronounced in 2021 with an increase of 11% against the previous year. Global imports peaked at 136K tons in 2016; however, from 2017 to 2022, imports failed to regain momentum.

In value terms, postcard imports fell to $1.1B in 2022. In general, imports continue to indicate a mild shrinkage. The growth pace was the most rapid in 2021 when imports increased by 21%. Global imports peaked at $1.3B in 2017; however, from 2018 to 2022, imports failed to regain momentum.

Imports By Country

The United States was the largest importer of printed or illustrated postcards and printed cards in the world, with the volume of imports accounting for 55K tons, which was near 47% of total imports in 2022. The UK (21K tons) took the second position in the ranking, distantly followed by Germany (5.5K tons). All these countries together took approx. 22% share of total imports. The Netherlands (5K tons), Canada (4.7K tons), Belgium (3K tons), Australia (2.4K tons), Ireland (2.4K tons) and France (2.1K tons) followed a long way behind the leaders.

The United States was also the fastest-growing in terms of the printed or illustrated postcards and printed cards imports, with a CAGR of +6.6% from 2012 to 2022. At the same time, Ireland (+4.5%), Germany (+2.2%) and Belgium (+1.2%) displayed positive paces of growth. The Netherlands experienced a relatively flat trend pattern. By contrast, France (-1.8%), the UK (-5.6%), Canada (-5.7%) and Australia (-9.9%) illustrated a downward trend over the same period. While the share of the United States (+25 p.p.) increased significantly in terms of the global imports from 2012-2022, the share of Canada (-2.2 p.p.), Australia (-2.9 p.p.) and the UK (-9.7 p.p.) displayed negative dynamics. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, the United States ($379M) constitutes the largest market for imported printed or illustrated postcards and printed cards worldwide, comprising 35% of global imports. The second position in the ranking was taken by the UK ($129M), with a 12% share of global imports. It was followed by Germany, with a 7.8% share.

From 2012 to 2022, the average annual rate of growth in terms of value in the United States amounted to -1.9%. The remaining importing countries recorded the following average annual rates of imports growth: the UK (-4.4% per year) and Germany (+3.2% per year).

Import Prices By Country

In 2022, the average postcard import price amounted to $9,183 per ton, declining by -7.6% against the previous year. Over the period under review, the import price continues to indicate a relatively flat trend pattern. The pace of growth was the most pronounced in 2018 when the average import price increased by 16% against the previous year. Over the period under review, average import prices attained the maximum at $11,707 per ton in 2019; however, from 2020 to 2022, import prices remained at a lower figure.

There were significant differences in the average prices amongst the major importing countries. In 2022, amid the top importers, the country with the highest price was France ($21,381 per ton), while the UK ($6,160 per ton) was amongst the lowest.

From 2012 to 2022, the most notable rate of growth in terms of prices was attained by France (+8.1%), while the other global leaders experienced more modest paces of growth.

Exports

World Exports of Printed Or Illustrated Postcards And Printed Cards

Global postcard exports reduced to 126K tons in 2022, shrinking by -7.5% compared with the previous year's figure. Overall, exports continue to indicate a pronounced shrinkage. The growth pace was the most rapid in 2017 with an increase of 45%. Over the period under review, the global exports reached the maximum at 239K tons in 2015; however, from 2016 to 2022, the exports failed to regain momentum.

In value terms, postcard exports fell to $1.1B in 2022. In general, exports continue to indicate a slight setback. The pace of growth appeared the most rapid in 2017 with an increase of 15%. As a result, the exports reached the peak of $1.5B. From 2018 to 2022, the growth of the global exports remained at a somewhat lower figure.

Exports By Country

China dominates exports structure, accounting for 91K tons, which was approx. 73% of total exports in 2022. The following exporters - the UK (5.1K tons), the Netherlands (5K tons), Mexico (4.1K tons), Belgium (3.8K tons), Vietnam (3.5K tons) and Germany (2.3K tons) - together made up 19% of total exports.

From 2012 to 2022, average annual rates of growth with regard to postcard exports from China stood at -3.6%. At the same time, Vietnam (+24.6%) and Belgium (+8.5%) displayed positive paces of growth. Moreover, Vietnam emerged as the fastest-growing exporter exported in the world, with a CAGR of +24.6% from 2012-2022. By contrast, Mexico (-1.4%), the UK (-1.7%), Germany (-1.8%) and the Netherlands (-10.5%) illustrated a downward trend over the same period. From 2012 to 2022, the share of China, Vietnam and Belgium increased by +7.3, +2.6 and +2.2 percentage points, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, China ($548M) remains the largest postcard supplier worldwide, comprising 52% of global exports. The second position in the ranking was held by the Netherlands ($88M), with an 8.3% share of global exports. It was followed by the UK, with a 7.5% share.

In China, postcard exports remained relatively stable over the period from 2012-2022. The remaining exporting countries recorded the following average annual rates of exports growth: the Netherlands (+0.7% per year) and the UK (-0.8% per year).

Export Prices By Country

The average postcard export price stood at $8,373 per ton in 2022, declining by -3.8% against the previous year. Over the period under review, export price indicated a tangible increase from 2012 to 2022: its price increased at an average annual rate of +3.3% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2022 figures, postcard export price decreased by -7.7% against 2020 indices. The pace of growth appeared the most rapid in 2016 when the average export price increased by 62%. As a result, the export price attained the peak level of $9,275 per ton. From 2017 to 2022, the average export prices remained at a somewhat lower figure.

Prices varied noticeably by country of origin: amid the top suppliers, the country with the highest price was Germany ($24,608 per ton), while Mexico ($2,388 per ton) was amongst the lowest.

From 2012 to 2022, the most notable rate of growth in terms of prices was attained by the Netherlands (+12.5%), while the other global leaders experienced more modest paces of growth.

Source: IndexBox Market Intelligence Platform