Plain Postcard Market

The global market for letter cards, plain postcards, and correspondence cards is projected to continue a growth trend over the next eight years, with an expected increase in both volume and value. Consumption decreased in 2022 but had seen significant expansion in previous years. The highest consuming countries were China, the United States, and India, while the largest producers were China, the United States, and India. Imports and exports also showed fluctuations over the years, with some countries experiencing notable growth in production, consumption, imports, and exports. Prices of plain postcards varied by country, with France having the highest export price and India having the lowest. Overall, the market for letter cards and postcards is expected to show continued growth in the coming years.

Market Forecast

Driven by increasing demand for letter cards, plain postcards and correspondence cards worldwide, the market is expected to continue an upward consumption trend over the next eight-year period. Market performance is forecast to decelerate, expanding with an anticipated CAGR of +4.8% for the period from 2022 to 2030, which is projected to bring the market volume to 131K tons by the end of 2030.

In value terms, the market is forecast to increase with an anticipated CAGR of +6.6% for the period from 2022 to 2030, which is projected to bring the market value to $1.4B (in nominal prices) by the end of 2030.

Consumption

World Consumption of Letter Cards, Plain Postcards And Correspondence Cards

In 2022, consumption of letter cards, plain postcards and correspondence cards decreased by -13.4% to 90K tons for the first time since 2013, thus ending a eight-year rising trend. Overall, consumption, however, saw a prominent expansion. Over the period under review, global consumption attained the maximum volume at 104K tons in 2021, and then fell in the following year.

The global plain postcard market value dropped to $860M in 2022, reducing by -10.9% against 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). In general, consumption, however, saw a strong expansion. Global consumption peaked at $966M in 2021, and then fell in the following year.

Consumption By Country

The countries with the highest volumes of consumption in 2022 were China (12K tons), the United States (8.3K tons) and India (4.2K tons), together accounting for 27% of global consumption. Japan, Germany, Pakistan, Russia, Nigeria, Indonesia, Brazil, Bangladesh, Serbia and the UK lagged somewhat behind, together comprising a further 27%.

From 2012 to 2022, the most notable rate of growth in terms of consumption, amongst the leading consuming countries, was attained by Serbia (with a CAGR of +55.3%), while consumption for the other global leaders experienced more modest paces of growth.

In value terms, the largest plain postcard markets worldwide were Japan ($75M), China ($57M) and Germany ($37M), together comprising 20% of the global market. The United States, Russia, Nigeria, Bangladesh, Indonesia, the UK, Brazil, India, Serbia and Pakistan lagged somewhat behind, together comprising a further 27%.

Serbia, with a CAGR of +52.5%, saw 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.

In 2022, the highest levels of plain postcard per capita consumption was registered in Serbia (263 kg per 1000 persons), followed by Germany (37 kg per 1000 persons), Japan (28 kg per 1000 persons) and the United States (25 kg per 1000 persons), while the world average per capita consumption of plain postcard was estimated at 11 kg per 1000 persons.

From 2012 to 2022, the average annual rate of growth in terms of the plain postcard per capita consumption in Serbia totaled +56.1%. The remaining consuming countries recorded the following average annual rates of per capita consumption growth: Germany (+10.2% per year) and Japan (+8.8% per year).

Production

World Production of Letter Cards, Plain Postcards And Correspondence Cards

In 2022, production of letter cards, plain postcards and correspondence cards decreased by -13.2% to 88K tons for the first time since 2013, thus ending a eight-year rising trend. Overall, production, however, continues to indicate a strong increase. The pace of growth was the most pronounced in 2017 when the production volume increased by 29%. Global production peaked at 101K tons in 2021, and then dropped in the following year.

In value terms, plain postcard production shrank to $738M in 2022 estimated in export price. Over the period under review, production, however, saw prominent growth. The most prominent rate of growth was recorded in 2015 when the production volume increased by 24%. Over the period under review, global production reached the maximum level at $788M in 2021, and then contracted in the following year.

Production By Country

The countries with the highest volumes of production in 2022 were China (13K tons), the United States (7.7K tons) and India (5.3K tons), with a combined 30% share of global production. Japan, Pakistan, Germany, Russia, Nigeria, Indonesia, Brazil, Bangladesh, Serbia and Turkey lagged somewhat behind, together comprising a further 27%.

From 2012 to 2022, the most notable rate of growth in terms of production, amongst the main producing countries, was attained by Serbia (with a CAGR of +51.0%), while production for the other global leaders experienced more modest paces of growth.

Imports

World Imports of Letter Cards, Plain Postcards And Correspondence Cards

In 2022, supplies from abroad of letter cards, plain postcards and correspondence cards increased by 0.2% to 9.7K tons for the first time since 2016, thus ending a five-year declining trend. Overall, imports, however, saw a deep setback. The pace of growth appeared the most rapid in 2016 with an increase of 8.8%. As a result, imports reached the peak of 18K tons. From 2017 to 2022, the growth of global imports failed to regain momentum.

In value terms, plain postcard imports rose rapidly to $71M in 2022. In general, imports, however, showed a perceptible reduction. The growth pace was the most rapid in 2021 with an increase of 15% against the previous year. Global imports peaked at $91M in 2014; however, from 2015 to 2022, imports remained at a lower figure.

Imports By Country

In 2022, the United States (2.2K tons) and Canada (1.5K tons) represented the major importers of letter cards, plain postcards and correspondence cardsaround the world, together amounting to approx. 38% of total imports. It was distantly followed by the UK (839 tons), Germany (674 tons), the Netherlands (506 tons) and Belgium (498 tons), together constituting a 26% share of total imports. Poland (280 tons), France (232 tons), Singapore (212 tons), South Korea (196 tons), Ethiopia (155 tons) and Spain (153 tons) held a relatively small share of total imports.

From 2012 to 2022, the biggest increases were recorded for Belgium (with a CAGR of +21.2%), while purchases for the other global leaders experienced more modest paces of growth.

In value terms, the United States ($13M), Germany ($8.3M) and Canada ($7.6M) constituted the countries with the highest levels of imports in 2022, together accounting for 41% of global imports. The UK, the Netherlands, France, Poland, Singapore, Belgium, South Korea, Spain and Ethiopia lagged somewhat behind, together accounting for a further 32%.

Poland, with a CAGR of +25.9%, saw the highest growth rate of the value of imports, in terms of the main importing countries over the period under review, while purchases for the other global leaders experienced more modest paces of growth.

Import Prices By Country

The average plain postcard import price stood at $7,285 per ton in 2022, growing by 12% against the previous year. Over the period from 2012 to 2022, it increased at an average annual rate of +3.6%. The pace of growth appeared the most rapid in 2019 when the average import price increased by 16% against the previous year. Over the period under review, average import prices reached the maximum in 2022 and is expected to retain growth in the near future.

Prices varied noticeably by country of destination: amid the top importers, the country with the highest price was France ($16,722 per ton), while Ethiopia ($1,672 per ton) was amongst the lowest.

From 2012 to 2022, the most notable rate of growth in terms of prices was attained by Spain (+14.3%), while the other global leaders experienced more modest paces of growth.

Exports

World Exports of Letter Cards, Plain Postcards And Correspondence Cards

In 2022, shipments abroad of letter cards, plain postcards and correspondence cards increased by 7.8% to 7.5K tons, rising for the second consecutive year after three years of decline. Over the period under review, exports, however, recorded a pronounced decline. The growth pace was the most rapid in 2021 when exports increased by 27%. The global exports peaked at 11K tons in 2014; however, from 2015 to 2022, the exports stood at a somewhat lower figure.

In value terms, plain postcard exports skyrocketed to $55M in 2022. Overall, exports, however, showed a slight reduction. The pace of growth appeared the most rapid in 2016 with an increase of 22% against the previous year. As a result, the exports reached the peak of $76M. From 2017 to 2022, the growth of the global exports remained at a lower figure.

Exports By Country

The biggest shipments were from the United States (1.6K tons), China (1.5K tons) and India (1.2K tons), together amounting to 57% of total export. Spain (546 tons) took a 7.3% share (based on physical terms) of total exports, which put it in second place, followed by Vietnam (4.7%). The following exporters - Germany (322 tons), the Czech Republic (297 tons), Italy (279 tons), the Netherlands (186 tons), the UK (172 tons) and France (120 tons) - together made up 18% of total exports.

From 2012 to 2022, the biggest increases were recorded for Vietnam (with a CAGR of +41.9%), while shipments for the other global leaders experienced more modest paces of growth.

In value terms, China ($12M), the United States ($7.2M) and Italy ($5.2M) appeared to be the countries with the highest levels of exports in 2022, together comprising 43% of global exports. France, Germany, Vietnam, the UK, the Netherlands, Spain, the Czech Republic and India lagged somewhat behind, together accounting for a further 37%.

In terms of the main exporting countries, India, with a CAGR of +34.5%, saw the highest rates of growth with regard to the value of exports, over the period under review, while shipments for the other global leaders experienced more modest paces of growth.

Export Prices By Country

The average plain postcard export price stood at $7,392 per ton in 2022, growing by 8.2% against the previous year. Over the period from 2012 to 2022, it increased at an average annual rate of +1.9%. The pace of growth appeared the most rapid in 2018 when the average export price increased by 14%. Over the period under review, the average export prices hit record highs in 2022 and is likely to continue growth in years to come.

There were significant differences in the average prices amongst the major exporting countries. In 2022, amid the top suppliers, the country with the highest price was France ($28,734 per ton), while India ($1,448 per ton) was amongst the lowest.

From 2012 to 2022, the most notable rate of growth in terms of prices was attained by China (+8.4%), while the other global leaders experienced more modest paces of growth.

Source: IndexBox Market Intelligence Platform