Eastern Europe: Postcard Market 2024

Postcard Market Size in Eastern Europe

In 2021, after three years of decline, there was significant growth in the East European postcard market, when its value increased by 13% to $X. Over the period under review, consumption saw a pronounced reduction. Over the period under review, the market reached the maximum level at $X in 2015; however, from 2016 to 2021, consumption failed to regain momentum.

Postcard Production in Eastern Europe

In value terms, postcard production skyrocketed to $X in 2021 estimated in export price. Over the period under review, production showed a abrupt shrinkage. Over the period under review, production hit record highs at $X in 2013; however, from 2014 to 2021, production failed to regain momentum.

Postcard Exports

Exports in Eastern Europe

In 2021, approx. X tons of printed or illustrated postcards and printed cards were exported in Eastern Europe; increasing by 10% on 2020 figures. Overall, exports, however, showed a relatively flat trend pattern. The most prominent rate of growth was recorded in 2017 when exports increased by 28% against the previous year. Over the period under review, the exports hit record highs at X tons in 2014; however, from 2015 to 2021, the exports remained at a lower figure.

In value terms, postcard exports expanded slightly to $X in 2021. Total exports indicated notable growth from 2012 to 2021: its value increased at an average annual rate of +3.6% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, exports increased by +58.0% against 2016 indices. The most prominent rate of growth was recorded in 2017 when exports increased by 17% against the previous year. The level of export peaked in 2021 and is expected to retain growth in the immediate term.

Exports by Country

Poland represented the main exporter of printed or illustrated postcards and printed cards in Eastern Europe, with the volume of exports amounting to X tons, which was approx. 36% of total exports in 2021. It was distantly followed by the Czech Republic (X tons), Belarus (X tons), Slovakia (X tons), Russia (X tons) and Hungary (X tons), together achieving a 58% share of total exports.

From 2012 to 2021, the biggest increases were recorded for Hungary (with a CAGR of +33.0%), while shipments for the other leaders experienced mixed trends in the exports figures.

In value terms, the largest postcard supplying countries in Eastern Europe were Poland ($X), the Czech Republic ($X) and Slovakia ($X), with a combined 83% share of total exports. These countries were followed by Russia, Hungary and Belarus, which together accounted for a further 11%.

Hungary, with a CAGR of +31.1%, saw the highest growth rate of the value of exports, in terms of the main exporting countries over the period under review, while shipments for the other leaders experienced more modest paces of growth.

Export Prices by Country

The export price in Eastern Europe stood at $X per ton in 2021, reducing by -6% against the previous year. Export price indicated pronounced growth from 2012 to 2021: its price increased at an average annual rate of +4.3% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, postcard export price increased by +81.0% against 2014 indices. The growth pace was the most rapid in 2020 an increase of 32%. As a result, the export price reached the peak level of $X per ton, and then shrank 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 Slovakia ($X per ton), while Belarus ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Belarus (+10.2%), while the other leaders experienced more modest paces of growth.

Postcard Imports

Imports in Eastern Europe

In 2021, approx. X tons of printed or illustrated postcards and printed cards were imported in Eastern Europe; declining by -6% on the previous year. The total import volume increased at an average annual rate of +2.9% over the period from 2012 to 2021; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. The growth pace was the most rapid in 2013 when imports increased by 45%. The volume of import peaked at X tons in 2014; however, from 2015 to 2021, imports remained at a lower figure.

In value terms, postcard imports rose modestly to $X in 2021. Total imports indicated a buoyant expansion from 2012 to 2021: its value increased at an average annual rate of +5.0% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, imports increased by +51.8% against 2016 indices. The pace of growth appeared the most rapid in 2013 when imports increased by 37%. The level of import peaked in 2021 and is expected to retain growth in years to come.

Imports by Country

Poland represented the major importer of printed or illustrated postcards and printed cards in Eastern Europe, with the volume of imports finishing at X tons, which was near 46% of total imports in 2021. The Czech Republic (X tons) took a 15% share (based on physical terms) of total imports, which put it in second place, followed by Russia (11%), Slovakia (8.8%) and Hungary (8.1%). Romania (X tons) and Bulgaria (X tons) took a minor share of total imports.

Poland was also the fastest-growing in terms of the printed or illustrated postcards and printed cards imports, with a CAGR of +29.1% from 2012 to 2021. At the same time, Slovakia (+12.9%), Hungary (+5.3%), Bulgaria (+4.7%) and Russia (+2.1%) displayed positive paces of growth. By contrast, Romania (-6.6%) and the Czech Republic (-9.1%) illustrated a downward trend over the same period. From 2012 to 2021, the share of Poland, Slovakia and Hungary increased by +40, +5 and +1.5 percentage points, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, the largest postcard importing markets in Eastern Europe were Poland ($X), the Czech Republic ($X) and Slovakia ($X), together comprising 75% of total imports.

Poland, with a CAGR of +23.9%, recorded the highest rates of growth with regard to the value of imports, in terms of the main importing countries 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 Eastern Europe stood at $X per ton in 2021, growing by 9.4% against the previous year. Over the period from 2012 to 2021, it increased at an average annual rate of +2.1%. The most prominent rate of growth was recorded in 2017 when the import price increased by 25% against the previous year. Over the period under review, import prices attained the peak figure in 2021 and is likely to see steady growth in the near future.

There were significant differences in the average prices amongst the major importing countries. In 2021, the country with the highest price was Slovakia ($X per ton), while Russia ($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 Czech Republic (+12.1%), while the other leaders experienced more modest paces of growth.

Source: IndexBox Platform

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