Africa: Postcard Market 2025

Postcard Market Size in Africa

The African postcard market skyrocketed to $X in 2021, surging by 56% against the previous year. Overall, consumption, however, showed a mild slump. As a result, consumption reached the peak level of $X. From 2020 to 2021, the growth of the market remained at a somewhat lower figure.

Postcard Production in Africa

In value terms, postcard production skyrocketed to $X in 2021 estimated in export price. Overall, production, however, saw a abrupt setback. The level of production peaked at $X in 2019; however, from 2020 to 2021, production stood at a somewhat lower figure.

Postcard Exports

Exports in Africa

In 2021, postcard exports in Africa declined markedly to X tons, which is down by -30.8% on 2020. Over the period under review, exports faced a abrupt slump. The pace of growth was the most pronounced in 2017 when exports increased by 25% against the previous year. Over the period under review, the exports hit record highs at X tons in 2012; however, from 2013 to 2021, the exports failed to regain momentum.

In value terms, postcard exports fell rapidly to $X in 2021. In general, exports showed a deep contraction. The pace of growth appeared the most rapid in 2020 when exports increased by 76% against the previous year. The level of export peaked at $X in 2012; however, from 2013 to 2021, the exports stood at a somewhat lower figure.

Exports by Country

South Africa dominates exports structure, recording X tons, which was approx. 84% of total exports in 2021. Rwanda (X tons), Tanzania (X tons), Kenya (X tons) and Mauritius (X tons) held a little share of total exports.

South Africa experienced a relatively flat trend pattern with regard to volume of exports of printed or illustrated postcards and printed cards. At the same time, Rwanda (+12.1%) displayed positive paces of growth. Moreover, Rwanda emerged as the fastest-growing exporter exported in Africa, with a CAGR of +12.1% from 2012-2021. By contrast, Tanzania (-9.7%), Mauritius (-16.5%) and Kenya (-42.7%) illustrated a downward trend over the same period. South Africa (+65 p.p.), Rwanda (+4 p.p.) and Tanzania (+2.1 p.p.) significantly strengthened its position in terms of the total exports, while Kenya saw its share reduced by -70.2% from 2012 to 2021, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, South Africa ($X) remains the largest postcard supplier in Africa, comprising 81% of total exports. The second position in the ranking was held by Kenya ($X), with a 6.7% share of total exports. It was followed by Mauritius, with a 2.2% share.

From 2012 to 2021, the average annual growth rate of value in South Africa amounted to -2.7%. In the other countries, the average annual rates were as follows: Kenya (-36.9% per year) and Mauritius (-17.7% per year).

Export Prices by Country

In 2021, the export price in Africa amounted to $X per ton, with a decrease of -18.9% against the previous year. Overall, the export price saw a mild shrinkage. The most prominent rate of growth was recorded in 2020 an increase of 42% against the previous year. As a result, the export price attained the peak level of $X per ton, and then declined markedly in the following year.

There were significant differences in the average prices amongst the major exporting countries. In 2021, the country with the highest price was Kenya ($X per ton), while Rwanda ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Kenya (+10.1%), while the other leaders experienced a decline in the export price figures.

Postcard Imports

Imports in Africa

Postcard imports dropped to X tons in 2021, waning by -11.6% on the previous year's figure. Overall, imports showed a abrupt contraction. The pace of growth appeared the most rapid in 2019 when imports increased by 31% against the previous year. The volume of import peaked at X tons in 2015; however, from 2016 to 2021, imports remained at a lower figure.

In value terms, postcard imports stood at $X in 2021. Over the period under review, imports showed a abrupt setback. The most prominent rate of growth was recorded in 2019 with an increase of 29%. The level of import peaked at $X in 2012; however, from 2013 to 2021, imports remained at a lower figure.

Imports by Country

Tanzania (X tons), Angola (X tons), South Africa (X tons), Ethiopia (X tons), Kenya (X tons), Nigeria (X tons), Cameroon (X tons), Ghana (X tons), Egypt (X tons), Rwanda (X tons) and Democratic Republic of the Congo (X tons) represented roughly 78% of total imports in 2021. The following importers - Lesotho (X tons) and Djibouti (X tons) - each resulted at a 3.5% share of total imports.

From 2012 to 2021, the most notable rate of growth in terms of purchases, amongst the leading importing countries, was attained by Lesotho (with a CAGR of +22.1%), while imports for the other leaders experienced more modest paces of growth.

In value terms, South Africa ($X), Tanzania ($X) and Angola ($X) were the countries with the highest levels of imports in 2021, together accounting for 43% of total imports. Cameroon, Ghana, Egypt, Ethiopia, Kenya, Rwanda, Djibouti, Nigeria, Democratic Republic of the Congo and Lesotho lagged somewhat behind, together accounting for a further 30%.

Among the main importing countries, Cameroon, with a CAGR of +18.3%, recorded the highest growth rate of the value of imports, over the period under review, while purchases for the other leaders experienced more modest paces of growth.

Import Prices by Country

The import price in Africa stood at $X per ton in 2021, rising by 13% against the previous year. Over the period under review, the import price, however, recorded a relatively flat trend pattern. The pace of growth appeared the most rapid in 2018 when the import price increased by 19%. The level of import peaked at $X per ton in 2012; however, from 2013 to 2021, import prices failed to regain momentum.

Prices varied noticeably country of destination: the country with the highest price was South Africa ($X per ton), while Nigeria ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Tanzania (+10.6%), while the other leaders experienced more modest paces of growth.

Source: IndexBox Platform

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