Philippines: Postcard Market 2025

Postcard Market Size in the Philippines

In 2021, the Philippine postcard market was finally on the rise to reach $X after four years of decline. In general, consumption continues to indicate a prominent expansion. Over the period under review, the market attained the peak level at $X in 2016; however, from 2017 to 2021, consumption failed to regain momentum.

Postcard Production in the Philippines

In value terms, postcard production dropped to $X in 2021 estimated in export price. Overall, production, however, saw a relatively flat trend pattern. The growth pace was the most rapid in 2020 with an increase of 40% against the previous year. As a result, production reached the peak level of $X, and then shrank in the following year.

Postcard Exports

Exports from the Philippines

In 2021, approx. X tons of printed or illustrated postcards and printed cards were exported from the Philippines; with a decrease of -66.3% on 2020 figures. Over the period under review, exports continue to indicate a slight decline. The growth pace was the most rapid in 2016 when exports increased by 415% against the previous year. Over the period under review, the exports hit record highs at X tons in 2019; however, from 2020 to 2021, the exports failed to regain momentum.

In value terms, postcard exports declined dramatically to $X in 2021. In general, exports, however, recorded perceptible growth. The pace of growth appeared the most rapid in 2016 when exports increased by 329% against the previous year. Over the period under review, the exports attained the peak figure at $X in 2020, and then dropped remarkably in the following year.

Exports by Country

Germany (X tons) was the main destination for postcard exports from the Philippines, with a 90% share of total exports. Moreover, postcard exports to Germany exceeded the volume sent to the second major destination, Italy (X tons), more than tenfold. The United States (X kg) ranked third in terms of total exports with a 1.5% share.

From 2012 to 2021, the average annual rate of growth in terms of volume to Germany was relatively modest. Exports to the other major destinations recorded the following average annual rates of exports growth: Italy (+1.9% per year) and the United States (+8.9% per year).

In value terms, Germany ($X) remains the key foreign market for printed or illustrated postcards and printed cards exports from the Philippines, comprising 89% of total exports. The second position in the ranking was taken by Italy ($X), with a 7.8% share of total exports. It was followed by the United States, with a 1.5% share.

From 2012 to 2021, the average annual growth rate of value to Germany totaled +5.1%. Exports to the other major destinations recorded the following average annual rates of exports growth: Italy (-1.0% per year) and the United States (+13.5% per year).

Export Prices by Country

In 2021, the average postcard export price amounted to $X per ton, with an increase of 33% against the previous year. Over the period under review, export price indicated a pronounced increase from 2012 to 2021: its price increased at an average annual rate of +3.9% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, postcard export price increased by +123.4% against 2018 indices. As a result, the export price reached the peak level and is likely to continue growth in the immediate term.

Average prices varied noticeably for the major foreign markets. In 2021, the countries with the highest prices were China ($X per ton) and the United States ($X per ton), while the average price for exports to Germany ($X per ton) and Italy ($X per ton) were amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was recorded for supplies to China (+65.9%), while the prices for the other major destinations experienced more modest paces of growth.

Postcard Imports

Imports into the Philippines

In 2021, supplies from abroad of printed or illustrated postcards and printed cards decreased by -14.8% to X tons, falling for the fifth consecutive year after five years of growth. Overall, imports, however, saw a prominent increase. The pace of growth appeared the most rapid in 2015 when imports increased by 1,304% against the previous year. Over the period under review, imports hit record highs at X tons in 2016; however, from 2017 to 2021, imports stood at a somewhat lower figure.

In value terms, postcard imports reached $X in 2021. In general, imports, however, saw a significant increase. The growth pace was the most rapid in 2015 when imports increased by 348% against the previous year. Over the period under review, imports reached the peak figure in 2021 and are likely to see steady growth in the near future.

Imports by Country

Japan (X tons) and China (X tons) were the main suppliers of postcard imports to the Philippines.

From 2012 to 2021, the most notable rate of growth in terms of purchases, amongst the main suppliers, was attained by Japan (with a CAGR of +76.4%).

In value terms, Japan ($X) constituted the largest supplier of printed or illustrated postcards and printed cards to the Philippines, comprising 89% of total imports. The second position in the ranking was held by China ($X), with a 6.1% share of total imports.

From 2012 to 2021, the average annual rate of growth in terms of value from Japan amounted to +84.9%.

Import Prices by Country

In 2021, the average postcard import price amounted to $X per ton, increasing by 18% against the previous year. Overall, the import price posted a significant increase. The most prominent rate of growth was recorded in 2019 an increase of 351% against the previous year. Over the period under review, average import prices hit record highs in 2021 and is expected to retain growth in the near future.

There were significant differences in the average prices amongst the major supplying countries. In 2021, the country with the highest price was Japan ($X per ton), while the price for China stood at $X per ton.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by China (+17.4%).

Source: IndexBox Platform

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