Germany: Postcard Market 2025

Postcard Market Size in Germany

In 2021, after three years of decline, there was significant growth in the German postcard market, when its value increased by 18% to $X. Overall, consumption posted a prominent expansion. As a result, consumption attained the peak level of $X. From 2018 to 2021, the growth of the market remained at a somewhat lower figure.

Postcard Exports

Exports from Germany

In 2021, postcard exports from Germany was estimated at X tons, picking up by 4.6% compared with the year before. Over the period under review, exports, however, saw a mild shrinkage. The growth pace was the most rapid in 2019 with an increase of 8.8% against the previous year. The exports peaked at X tons in 2012; however, from 2013 to 2021, the exports stood at a somewhat lower figure.

In value terms, postcard exports surged to $X in 2021. The total export value increased at an average annual rate of +2.0% from 2012 to 2021; the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. As a result, the exports attained the peak and are likely to continue growth in the immediate term.

Exports by Country

Switzerland (X tons), Austria (X tons) and France (X tons) were the main destinations of postcard exports from Germany, with a combined 58% share of total exports. These countries were followed by the Czech Republic, the Netherlands, Ireland, Italy and Poland, which together accounted for a further 30%.

From 2012 to 2021, the biggest increases were recorded for the Netherlands (with a CAGR of +4.3%), while shipments for the other leaders experienced more modest paces of growth.

In value terms, Switzerland ($X), Austria ($X) and France ($X) were the largest markets for postcard exported from Germany worldwide, with a combined 76% share of total exports. Poland, the Netherlands, Italy, the Czech Republic and Ireland lagged somewhat behind, together accounting for a further 15%.

Among the main countries of destination, Poland, with a CAGR of +13.1%, recorded the highest growth rate of the value of exports, over the period under review, while shipments for the other leaders experienced more modest paces of growth.

Export Prices by Country

The average postcard export price stood at $X per ton in 2021, with an increase of 10% against the previous year. Over the last nine-year period, it increased at an average annual rate of +3.5%. The pace of growth was the most pronounced in 2018 an increase of 10% against the previous year. Over the period under review, the average export prices reached the peak figure in 2021 and is likely to continue growth in the near future.

There were significant differences in the average prices for the major export markets. In 2021, the country with the highest price was Switzerland ($X per ton), while the average price for exports to Ireland ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was recorded for supplies to Poland (+22.9%), while the prices for the other major destinations experienced more modest paces of growth.

Postcard Imports

Imports into Germany

After three years of decline, overseas purchases of printed or illustrated postcards and printed cards increased by 11% to X tons in 2021. The total import volume increased at an average annual rate of +1.8% over the period from 2012 to 2021; the trend pattern remained relatively stable, with only minor fluctuations being recorded in certain years. The growth pace was the most rapid in 2014 with an increase of 18% against the previous year. Over the period under review, imports attained the maximum at X tons in 2017; however, from 2018 to 2021, imports stood at a somewhat lower figure.

In value terms, postcard imports reached $X in 2021. Over the period under review, total imports indicated resilient growth from 2012 to 2021: its value increased at an average annual rate of +6.6% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. The pace of growth appeared the most rapid in 2017 with an increase of 38%. Imports peaked at $X in 2018; however, from 2019 to 2021, imports remained at a lower figure.

Imports by Country

China (X tons), the Netherlands (X tons) and the UK (X tons) were the main suppliers of postcard imports to Germany, together comprising 67% of total imports. Poland, the Czech Republic, Vietnam, Austria, Switzerland, the Philippines, Hungary and Hong Kong SAR lagged somewhat behind, together accounting for a further 27%.

From 2012 to 2021, the most notable rate of growth in terms of purchases, amongst the main suppliers, was attained by Poland (with a CAGR of +41.1%), while imports for the other leaders experienced more modest paces of growth.

In value terms, the Netherlands ($X) constituted the largest supplier of printed or illustrated postcards and printed cards to Germany, comprising 42% of total imports. The second position in the ranking was held by China ($X), with a 19% share of total imports. It was followed by the UK, with a 15% share.

From 2012 to 2021, the average annual rate of growth in terms of value from the Netherlands stood at +33.0%. The remaining supplying countries recorded the following average annual rates of imports growth: China (+1.5% per year) and the UK (+3.4% per year).

Import Prices by Country

In 2021, the average postcard import price amounted to $X per ton, standing approx. at the previous year. In general, import price indicated perceptible growth from 2012 to 2021: its price 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, postcard import price decreased by -2.2% against 2019 indices. The most prominent rate of growth was recorded in 2017 an increase of 27% against the previous year. The import price peaked at $X per ton in 2019; however, from 2020 to 2021, import prices failed to regain momentum.

Prices varied noticeably country of origin: the country with the highest price was Switzerland ($X per ton), while the price for the Czech Republic ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Vietnam (+15.0%), while the prices for the other major suppliers experienced more modest paces of growth.

Source: IndexBox Platform

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