Global Printed Postcards and Cards Market to Experience Steady Growth with +2.1% CAGR from 2024 to 2030

IndexBox has just published a new report: World - Printed Or Illustrated Postcards And Printed Cards - Market Analysis, Forecast, Size, Trends and Insights.

Driven by growing demand for printed postcards and cards worldwide, the market is set to grow at a CAGR of +2.1% in volume and +3.9% in value from 2024 to 2030. This upward trend indicates a promising future for the industry as it continues to meet consumer demand for printed or illustrated communication materials.

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 six-year period. Market performance is forecast to retain its current trend pattern, expanding with an anticipated CAGR of +2.1% for the period from 2024 to 2030, which is projected to bring the market volume to 338K tons by the end of 2030.

In value terms, the market is forecast to increase with an anticipated CAGR of +3.9% for the period from 2024 to 2030, which is projected to bring the market value to $3.4B (in nominal wholesale prices) by the end of 2030.

Consumption

World Consumption of Printed Or Illustrated Postcards And Printed Cards

In 2024, consumption of printed or illustrated postcards and printed cards increased by 1.7% to 299K tons, rising for the sixth year in a row after two years of decline. Over the period under review, the total consumption indicated moderate growth from 2013 to 2024: its volume increased at an average annual rate of +2.1% over the last eleven-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, consumption increased by +34.8% against 2018 indices. As a result, consumption reached the peak volume of 425K tons. From 2015 to 2024, the growth of the global consumption remained at a lower figure.

The global postcard market value amounted to $2.7B in 2024, standing approx. 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). Overall, consumption continues to indicate a relatively flat trend pattern. As a result, consumption reached the peak level of $5.5B. From 2015 to 2024, the growth of the global market remained at a somewhat lower figure.

Consumption By Country

The countries with the highest volumes of consumption in 2024 were Russia (84K tons), China (83K tons) and the United States (78K tons), together accounting for 82% of global consumption.

From 2013 to 2024, the biggest increases were recorded for the United States (with a CAGR of +12.9%), while consumption for the other global leaders experienced more modest paces of growth.

In value terms, the largest postcard markets worldwide were Russia ($1B), the United States ($701M) and China ($442M), together comprising 81% of the global market.

China, with a CAGR of +9.8%, 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.

In 2024, the highest levels of postcard per capita consumption was registered in Russia (586 kg per 1000 persons), followed by the Netherlands (259 kg per 1000 persons), Syrian Arab Republic (252 kg per 1000 persons) and the United States (230 kg per 1000 persons), while the world average per capita consumption of postcard was estimated at 37 kg per 1000 persons.

In Russia, postcard per capita consumption remained relatively stable over the period from 2013-2024. The remaining consuming countries recorded the following average annual rates of per capita consumption growth: the Netherlands (+3.6% per year) and Syrian Arab Republic (-0.9% per year).

Production

World Production of Printed Or Illustrated Postcards And Printed Cards

In 2024, approx. 295K tons of printed or illustrated postcards and printed cards were produced worldwide; picking up by 1.5% compared with the year before. Overall, production showed a relatively flat trend pattern. The growth pace was the most rapid in 2014 when the production volume increased by 79%. As a result, production reached the peak volume of 524K tons. From 2015 to 2024, global production growth remained at a somewhat lower figure.

In value terms, postcard production dropped modestly to $2.2B in 2024 estimated in export price. Over the period under review, production, however, saw a slight descent. The growth pace was the most rapid in 2014 with an increase of 131%. As a result, production reached the peak level of $5.9B. From 2015 to 2024, global production growth remained at a lower figure.

Production By Country

The countries with the highest volumes of production in 2024 were China (166K tons), Russia (84K tons) and Mexico (15K tons), with a combined 90% share of global production.

From 2013 to 2024, the most notable rate of growth in terms of production, amongst the leading producing countries, was attained by Mexico (with a CAGR of +0.9%), while production for the other global leaders experienced more modest paces of growth.

Imports

World Imports of Printed Or Illustrated Postcards And Printed Cards

After two years of decline, overseas purchases of printed or illustrated postcards and printed cards increased by 12% to 128K tons in 2024. In general, imports, however, recorded a relatively flat trend pattern. Global imports peaked at 136K tons in 2016; however, from 2017 to 2024, imports failed to regain momentum.

In value terms, postcard imports reached $914M in 2024. Overall, imports, however, showed a perceptible decrease. The most prominent rate of growth was recorded in 2021 when imports increased by 21%. Global imports peaked at $1.3B in 2017; however, from 2018 to 2024, imports stood at a somewhat lower figure.

Imports By Country

The United States was the key importer of printed or illustrated postcards and printed cards in the world, with the volume of imports accounting for 78K tons, which was approx. 61% of total imports in 2024. It was distantly followed by the UK (16K tons), comprising a 13% share of total imports. Canada (4.8K tons), the Netherlands (4.6K tons), Germany (3.1K tons), Belgium (2.8K tons) and Ireland (2K tons) took a little share of total imports.

The United States was also the fastest-growing in terms of the printed or illustrated postcards and printed cards imports, with a CAGR of +9.2% from 2013 to 2024. At the same time, Ireland (+2.6%) displayed positive paces of growth. The Netherlands and Belgium experienced a relatively flat trend pattern. By contrast, Germany (-3.1%), Canada (-6.0%) and the UK (-7.0%) illustrated a downward trend over the same period. From 2013 to 2024, the share of the United States increased by +39 percentage points. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, the United States ($368M) constitutes the largest market for imported printed or illustrated postcards and printed cards worldwide, comprising 40% of global imports. The second position in the ranking was held by the UK ($78M), with an 8.6% share of global imports. It was followed by Canada, with an 8.1% share.

From 2013 to 2024, the average annual growth rate of value in the United States amounted to -2.1%. The remaining importing countries recorded the following average annual rates of imports growth: the UK (-8.2% per year) and Canada (-6.1% per year).

Import Prices By Country

The average postcard import price stood at $7,132 per ton in 2024, waning by -9.4% against the previous year. Overall, the import price recorded a pronounced downturn. The pace of growth appeared the most rapid in 2018 an increase of 16% against the previous year. Over the period under review, average import prices reached the peak figure at $11,725 per ton in 2019; however, from 2020 to 2024, import prices stood at a somewhat lower figure.

Prices varied noticeably by country of destination: amid the top importers, the country with the highest price was Canada ($15,491 per ton), while the United States ($4,699 per ton) was amongst the lowest.

From 2013 to 2024, the most notable rate of growth in terms of prices was attained by Ireland (+3.5%), while the other global leaders experienced more modest paces of growth.

Exports

World Exports of Printed Or Illustrated Postcards And Printed Cards

In 2024, overseas shipments of printed or illustrated postcards and printed cards increased by 12% to 124K tons for the first time since 2021, thus ending a two-year declining trend. Over the period under review, exports, however, saw a pronounced decline. The pace of growth was the most pronounced in 2017 with an increase of 45%. The global exports peaked at 238K tons in 2015; however, from 2016 to 2024, the exports stood at a somewhat lower figure.

In value terms, postcard exports shrank to $898M in 2024. Overall, exports, however, showed a noticeable downturn. The pace of growth was the most pronounced in 2017 with an increase of 15%. As a result, the exports attained the peak of $1.5B. From 2018 to 2024, the growth of the global exports remained at a lower figure.

Exports By Country

China represented the largest exporter of printed or illustrated postcards and printed cards in the world, with the volume of exports accounting for 83K tons, which was near 67% of total exports in 2024. It was distantly followed by Mexico (15K tons) and the Netherlands (7.1K tons), together constituting an 18% share of total exports. The following exporters - the UK (4.1K tons) and Vietnam (4K tons) - each reached a 6.6% share of total exports.

Exports from China decreased at an average annual rate of -3.9% from 2013 to 2024. At the same time, Vietnam (+22.9%) and Mexico (+11.4%) displayed positive paces of growth. Moreover, Vietnam emerged as the fastest-growing exporter exported in the world, with a CAGR of +22.9% from 2013-2024. By contrast, the UK (-3.6%) and the Netherlands (-5.5%) illustrated a downward trend over the same period. Mexico (+9.8 p.p.) and Vietnam (+3 p.p.) significantly strengthened its position in terms of the global exports, while China saw its share reduced by -1.7% from 2013 to 2024, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, China ($456M) remains the largest postcard supplier worldwide, comprising 51% of global exports. The second position in the ranking was held by the Netherlands ($76M), with an 8.4% share of global exports. It was followed by the UK, with a 7.4% share.

In China, postcard exports contracted by an average annual rate of -2.3% over the period from 2013-2024. The remaining exporting countries recorded the following average annual rates of exports growth: the Netherlands (-4.1% per year) and the UK (-3.0% per year).

Export Prices By Country

The average postcard export price stood at $7,259 per ton in 2024, waning by -11.1% against the previous year. Over the period under review, the export price, however, recorded a relatively flat trend pattern. The pace of growth was the most pronounced in 2016 when the average export price increased by 62%. As a result, the export price reached the peak level of $9,251 per ton. From 2017 to 2024, the average export prices failed to regain momentum.

Prices varied noticeably by country of origin: amid the top suppliers, the country with the highest price was the UK ($16,163 per ton), while Mexico ($707 per ton) was amongst the lowest.

From 2013 to 2024, the most notable rate of growth in terms of prices was attained by Vietnam (+8.2%), while the other global leaders experienced more modest paces of growth.

Source: IndexBox Market Intelligence Platform