ASEAN: Plain Postcard Market 2024

Plain Postcard Market Size in ASEAN

The ASEAN plain postcard market was finally on the rise to reach $X in 2021, after two years of decline. The total consumption indicated a moderate increase from 2012 to 2021: its value increased at an average annual rate of +2.7% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, consumption decreased by -24.7% against 2018 indices. Over the period under review, the market attained the maximum level at $X in 2018; however, from 2019 to 2021, consumption remained at a lower figure.

Plain Postcard Production in ASEAN

In value terms, plain postcard production rose significantly to $X in 2021 estimated in export price. The total production indicated a perceptible increase from 2012 to 2021: its value increased at an average annual rate of +4.7% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, production decreased by -27.1% against 2018 indices. The most prominent rate of growth was recorded in 2015 when the production volume increased by 51%. The level of production peaked at $X in 2018; however, from 2019 to 2021, production failed to regain momentum.

Plain Postcard Exports

Exports in ASEAN

In 2021, shipments abroad of letter cards, plain postcards and correspondence cards increased by 10% to X tons for the first time since 2018, thus ending a two-year declining trend. In general, exports, however, faced a abrupt slump. The growth pace was the most rapid in 2016 when exports increased by 20%. Over the period under review, the exports reached the maximum at X tons in 2013; however, from 2014 to 2021, the exports stood at a somewhat lower figure.

In value terms, plain postcard exports skyrocketed to $X in 2021. Overall, exports, however, saw a deep downturn. The most prominent rate of growth was recorded in 2013 with an increase of 49% against the previous year. As a result, the exports reached the peak of $X. From 2014 to 2021, the growth of the exports remained at a somewhat lower figure.

Exports by Country

Malaysia represented the key exporter of letter cards, plain postcards and correspondence cards in ASEAN, with the volume of exports resulting at X tons, which was near 58% of total exports in 2021. Singapore (X tons) ranks second in terms of the total exports with a 21% share, followed by Indonesia (18%).

Exports from Malaysia decreased at an average annual rate of -2.3% from 2012 to 2021. Singapore (-1.7%) and Indonesia (-23.5%) illustrated a downward trend over the same period. Malaysia (+38 p.p.) and Singapore (+14 p.p.) significantly strengthened its position in terms of the total exports, while Indonesia saw its share reduced by -38.2% from 2012 to 2021, respectively.

In value terms, Malaysia ($X), Singapore ($X) and Indonesia ($X) appeared to be the countries with the highest levels of exports in 2021, with a combined 94% share of total exports.

Among the main exporting countries, Malaysia, with a CAGR of +3.0%, recorded the highest growth rate of the value of exports, over the period under review, while shipments for the other leaders experienced a decline in the exports figures.

Export Prices by Country

In 2021, the export price in ASEAN amounted to $X per ton, picking up by 19% against the previous year. Export price indicated a perceptible increase from 2012 to 2021: its price increased at an average annual rate of +4.1% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. The most prominent rate of growth was recorded in 2013 when the export price increased by 44% against the previous year. Over the period under review, the export prices reached the maximum at $X per ton in 2015; however, from 2016 to 2021, the export prices remained at a lower figure.

Prices varied noticeably by country of origin: amid the top suppliers, the country with the highest price was Singapore ($X per ton), while Indonesia ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Malaysia (+5.4%), while the other leaders experienced a decline in the export price figures.

Plain Postcard Imports

Imports in ASEAN

In 2021, approx. X tons of letter cards, plain postcards and correspondence cards were imported in ASEAN; rising by 92% on 2020 figures. Over the period under review, imports, however, showed a deep downturn. Over the period under review, imports reached the peak figure at X tons in 2013; however, from 2014 to 2021, imports failed to regain momentum.

In value terms, plain postcard imports soared to $X in 2021. In general, imports showed a notable increase. The growth pace was the most rapid in 2013 when imports increased by 138%. As a result, imports reached the peak of $X. From 2014 to 2021, the growth of imports failed to regain momentum.

Imports by Country

In 2021, Singapore (X tons) was the main importer of letter cards, plain postcards and correspondence cards, committing 50% of total imports. It was distantly followed by Myanmar (X tons), Malaysia (X tons), Brunei Darussalam (X tons) and Cambodia (X tons), together generating a 41% share of total imports. Vietnam (X tons) and the Philippines (X tons) took a little share of total imports.

From 2012 to 2021, average annual rates of growth with regard to plain postcard imports into Singapore stood at +8.3%. At the same time, Myanmar (+56.7%), Cambodia (+29.8%), Vietnam (+18.3%) and Brunei Darussalam (+9.9%) displayed positive paces of growth. Moreover, Myanmar emerged as the fastest-growing importer imported in ASEAN, with a CAGR of +56.7% from 2012-2021. By contrast, Malaysia (-14.2%) and the Philippines (-33.0%) illustrated a downward trend over the same period. While the share of Singapore (+35 p.p.), Myanmar (+24 p.p.), Cambodia (+4.6 p.p.), Brunei Darussalam (+3.7 p.p.) and Vietnam (+3.1 p.p.) increased significantly in terms of the total imports from 2012-2021, the share of Malaysia (-9.5 p.p.) and the Philippines (-56.5 p.p.) displayed negative dynamics.

In value terms, Singapore ($X) constitutes the largest market for imported letter cards, plain postcards and correspondence cards in ASEAN, comprising 72% of total imports. The second position in the ranking was taken by Myanmar ($X), with an 8.8% share of total imports. It was followed by Vietnam, with a 5.1% share.

In Singapore, plain postcard imports expanded at an average annual rate of +9.9% over the period from 2012-2021. In the other countries, the average annual rates were as follows: Myanmar (+41.2% per year) and Vietnam (+14.0% per year).

Import Prices by Country

In 2021, the import price in ASEAN amounted to $X per ton, waning by -7.4% against the previous year. In general, the import price, however, recorded a prominent expansion. The pace of growth appeared the most rapid in 2017 when the import price increased by 108%. As a result, import price reached the peak level of $X per ton. From 2018 to 2021, the import prices failed to regain momentum.

Prices varied noticeably by country of destination: amid the top importers, the country with the highest price was Vietnam ($X per ton), while Myanmar ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by the Philippines (+19.7%), while the other leaders experienced more modest paces of growth.

Source: IndexBox Platform