EU: Postcard Market 2025

Postcard Market Size in the EU

In 2021, the EU postcard market was finally on the rise to reach $X after two years of decline. The total consumption indicated a prominent increase from 2012 to 2021: its value increased at an average annual rate of +5.7% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. As a result, consumption attained the peak level and is likely to continue growth in the immediate term.

Postcard Production in the EU

In value terms, postcard production skyrocketed to $X in 2021 estimated in export price. In general, production, however, continues to indicate a abrupt contraction. The most prominent rate of growth was recorded in 2014 with an increase of 283% against the previous year. Over the period under review, production reached the maximum level at $X in 2015; however, from 2016 to 2021, production failed to regain momentum.

Postcard Exports

Exports in the EU

In 2021, approx. X tons of printed or illustrated postcards and printed cards were exported in the European Union; jumping by 20% against 2020. Over the period under review, exports, however, showed a deep contraction. The growth pace was the most rapid in 2014 when exports increased by 171% against the previous year. Over the period under review, the exports reached the peak figure at X tons in 2015; however, from 2016 to 2021, the exports failed to regain momentum.

In value terms, postcard exports shrank to $X in 2021. Total exports indicated a strong increase from 2012 to 2021: its value increased at an average annual rate of +5.6% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, exports decreased by -21.1% against 2017 indices. The most prominent rate of growth was recorded in 2017 when exports increased by 51%. As a result, the exports attained the peak of $X. From 2018 to 2021, the growth of the exports remained at a lower figure.

Exports by Country

In 2021, the Netherlands (X tons), distantly followed by Belgium (X tons), Germany (X tons) and France (X tons) represented the major exporters of printed or illustrated postcards and printed cards, together achieving 80% of total exports. The following exporters - Italy (X tons), Poland (X tons) and Sweden (X tons) - together made up 11% of total exports.

From 2012 to 2021, the most notable rate of growth in terms of shipments, amongst the main exporting countries, was attained by Poland (with a CAGR of +16.0%), while the other leaders experienced mixed trends in the exports figures.

In value terms, the Netherlands ($X) remains the largest postcard supplier in the European Union, comprising 61% of total exports. The second position in the ranking was held by Germany ($X), with a 16% share of total exports. It was followed by France, with a 7% share.

From 2012 to 2021, the average annual rate of growth in terms of value in the Netherlands totaled +11.4%. The remaining exporting countries recorded the following average annual rates of exports growth: Germany (+2.0% per year) and France (+6.1% per year).

Export Prices by Country

In 2021, the export price in the European Union amounted to $X per ton, falling by -25.5% against the previous year. Overall, the export price, however, posted a prominent expansion. The most prominent rate of growth was recorded in 2018 when the export price increased by 203%. As a result, the export price reached the peak level of $X per ton. From 2019 to 2021, the export prices remained at a lower figure.

Prices varied noticeably country of origin: the country with the highest price was the Netherlands ($X per ton), while Belgium ($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 Netherlands (+24.3%), while the other leaders experienced more modest paces of growth.

Postcard Imports

Imports in the EU

In 2021, after three years of decline, there was significant growth in overseas purchases of printed or illustrated postcards and printed cards, when their volume increased by 31% to X tons. The total import volume increased at an average annual rate of +1.9% from 2012 to 2021; the trend pattern remained relatively stable, with only minor fluctuations being observed throughout the analyzed period. As a result, imports attained the peak and are likely to continue growth in the immediate term.

In value terms, postcard imports soared to $X in 2021. Total imports indicated a resilient increase from 2012 to 2021: its value increased at an average annual rate of +6.5% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. As a result, imports reached the peak and are likely to continue growth in the immediate term.

Imports by Country

The countries with the highest levels of postcard imports in 2021 were France (X tons), Germany (X tons) and the Netherlands (X tons), together recording 60% of total import. Ireland (X tons) held the next position in the ranking, followed by Belgium (X tons). All these countries together held near 19% share of total imports. Austria (X tons), Poland (X tons), Sweden (X tons), Denmark (X tons), Italy (X tons) and Spain (X tons) held a little share of total imports.

From 2012 to 2021, the biggest increases were recorded for Poland (with a CAGR of +29.1%), while purchases for the other leaders experienced more modest paces of growth.

In value terms, the largest postcard importing markets in the European Union were Germany ($X), France ($X) and the Netherlands ($X), with a combined 60% share of total imports. Belgium, Ireland, Austria, Denmark, Sweden, Poland, Italy and Spain lagged somewhat behind, together accounting for a further 33%.

Poland, with a CAGR of +23.9%, recorded 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 leaders experienced more modest paces of growth.

Import Prices by Country

The import price in the European Union stood at $X per ton in 2021, rising by 16% against the previous year. Import price indicated noticeable growth from 2012 to 2021: its price increased at an average annual rate of +4.5% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. The most prominent rate of growth was recorded in 2017 an increase of 20% against the previous year. The level of import peaked in 2021 and is expected to retain growth in years to come.

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

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

Source: IndexBox Platform

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