Europe: Postcard Market 2024

Postcard Market Size in Europe

In 2021, after three years of decline, there was significant growth in the Europe postcard market, when its value increased by 19% to $X. In general, consumption, however, showed a slight curtailment. Over the period under review, the market attained the peak level at $X in 2015; however, from 2016 to 2021, consumption remained at a lower figure.

Postcard Production in Europe

In value terms, postcard production skyrocketed to $X in 2021 estimated in export price. In general, production, however, recorded a deep contraction. Over the period under review, production attained the maximum level at $X in 2015; however, from 2016 to 2021, production remained at a lower figure.

Postcard Exports

Exports in Europe

In 2021, postcard exports in Europe soared to X tons, with an increase of 18% against the previous year. Overall, exports, however, continue to indicate a pronounced downturn. The pace of growth was the most pronounced in 2014 when exports increased by 131%. The volume of export peaked at X tons in 2015; however, from 2016 to 2021, the exports failed to regain momentum.

In value terms, postcard exports reduced to $X in 2021. Total exports indicated a notable expansion from 2012 to 2021: its value increased at an average annual rate of +3.4% 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 decreased by -19.7% against 2017 indices. The pace of growth was the most pronounced in 2017 when exports increased by 38% against the previous year. As a result, the exports reached the peak of $X. From 2018 to 2021, the growth of the exports remained at a somewhat lower figure.

Exports by Country

In 2021, the Netherlands (X tons), the UK (X tons) and Belgium (X tons) was the major exporter of printed or illustrated postcards and printed cards in Europe, generating 68% of total export. It was distantly followed by Germany (X tons), comprising an 11% share of total exports. The following exporters - France (X tons), Italy (X tons), Poland (X tons), Sweden (X tons), Austria (X tons) and the Czech Republic (X tons) - together made up 15% of total exports.

From 2012 to 2021, the most notable rate of growth in terms of shipments, amongst the key 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 ($X) remains the largest postcard supplier in Europe, comprising 49% of total exports. The second position in the ranking was taken by the UK ($X), with a 17% share of total exports. It was followed by Germany, with a 13% share.

From 2012 to 2021, the average annual growth rate of value in the Netherlands amounted to +11.4%. The remaining exporting countries recorded the following average annual rates of exports growth: the UK (-1.5% per year) and Germany (+2.0% per year).

Export Prices by Country

The export price in Europe stood at $X per ton in 2021, shrinking by -21.7% against the previous year. Overall, the export price, however, enjoyed resilient growth. The pace of growth was the most pronounced in 2018 when the export price increased by 140% against the previous year. As a result, the export price reached the peak level of $X per ton. From 2019 to 2021, the export prices failed to regain momentum.

There were significant differences in the average prices amongst the major exporting countries. In 2021, 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 Europe

In 2021, purchases abroad of printed or illustrated postcards and printed cards increased by 17% to X tons for the first time since 2017, thus ending a three-year declining trend. In general, imports, however, saw a slight downturn. Over the period under review, imports hit record highs at X tons in 2017; however, from 2018 to 2021, imports failed to regain momentum.

In value terms, postcard imports soared to $X in 2021. The total import value increased at an average annual rate of +3.1% over the period from 2012 to 2021; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. As a result, imports attained the peak and are likely to continue growth in the immediate term.

Imports by Country

In 2021, the UK (X tons) represented the largest importer of printed or illustrated postcards and printed cards, committing 45% of total imports. France (X tons) held a 12% share (based on physical terms) of total imports, which put it in second place, followed by Germany (9.8%), the Netherlands (9.6%) and Ireland (5.9%). The following importers - Belgium (X tons) and Austria (X tons) - together made up 6.2% of total imports.

From 2012 to 2021, average annual rates of growth with regard to postcard imports into the UK stood at -4.7%. At the same time, France (+10.3%), Ireland (+8.5%) and Germany (+1.8%) displayed positive paces of growth. Moreover, France emerged as the fastest-growing importer imported in Europe, with a CAGR of +10.3% from 2012-2021. The Netherlands experienced a relatively flat trend pattern. By contrast, Belgium (-2.0%) and Austria (-5.2%) illustrated a downward trend over the same period. From 2012 to 2021, the share of France, Ireland, Germany and the Netherlands increased by +7.5, +3.5, +2.7 and +1.8 percentage points, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, the UK ($X), Germany ($X) and France ($X) were the countries with the highest levels of imports in 2021, together comprising 60% of total imports.

Among the main importing countries, France, with a CAGR of +17.2%, saw 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 Europe stood at $X per ton in 2021, increasing by 9.5% against the previous year. Import price indicated a temperate increase from 2012 to 2021: its price increased at an average annual rate of +4.9% 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 import price increased by +61.3% against 2016 indices. The pace of growth was the most pronounced in 2017 when the import price increased by 19%. The level of import peaked in 2021 and is likely to continue growth in the immediate term.

Prices varied noticeably country of destination: the country with the highest price was Austria ($X per ton), while the UK ($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