South-Eastern Asia: Plain Postcard Market 2024

Plain Postcard Market Size in South-Eastern Asia

After two years of decline, the Southeast Asian plain postcard market increased by 10% to $X in 2021. The total consumption indicated a noticeable increase from 2012 to 2021: its value increased at an average annual rate of +2.8% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, consumption decreased by -24.7% against 2018 indices. Over the period under review, the market attained the peak level at $X in 2018; however, from 2019 to 2021, consumption stood at a somewhat lower figure.

Plain Postcard Production in South-Eastern Asia

In value terms, plain postcard production amounted to $X in 2021 estimated in export price. The total production indicated perceptible growth from 2012 to 2021: its value 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, production decreased by -27.0% against 2018 indices. The pace of growth was the most pronounced in 2015 with an increase of 51% against the previous year. The level of production peaked at $X in 2018; however, from 2019 to 2021, production failed to regain momentum.

Plain Postcard Exports

Exports in South-Eastern Asia

In 2021, shipments abroad of letter cards, plain postcards and correspondence cards was finally on the rise to reach X tons for the first time since 2018, thus ending a two-year declining trend. Over the period under review, exports, however, faced a abrupt contraction. The growth pace was the most rapid in 2016 with an increase of 20% against the previous year. Over the period under review, the exports hit record highs at X tons in 2013; however, from 2014 to 2021, the exports remained at a lower figure.

In value terms, plain postcard exports surged to $X in 2021. Overall, exports, however, saw a deep contraction. The growth pace was the most rapid in 2013 when exports increased by 49% against the previous year. As a result, the exports attained the peak of $X. From 2014 to 2021, the growth of the exports remained at a somewhat lower figure.

Exports by Country

Malaysia represented the major exporting country with an export of around X tons, which amounted to 58% of total exports. Singapore (X tons) ranks second in terms of the total exports with a 21% share, followed by Indonesia (18%).

Exports from Malaysia decreased at an average annual rate of -2.3% from 2012 to 2021. Singapore (-1.7%) and Indonesia (-23.5%) illustrated a downward trend over the same period. While the share of Malaysia (+38 p.p.) and Singapore (+14 p.p.) increased significantly in terms of the total exports from 2012-2021, the share of Indonesia (-38.2 p.p.) displayed negative dynamics.

In value terms, the largest plain postcard supplying countries in South-Eastern Asia were Malaysia ($X), Singapore ($X) and Indonesia ($X), together comprising 94% of total exports.

Malaysia, with a CAGR of +3.0%, recorded the highest rates of growth with regard to the value of exports, among the main exporting countries over the period under review, while shipments for the other leaders experienced a decline in the exports figures.

Export Prices by Country

In 2021, the export price in South-Eastern Asia amounted to $X per ton, picking up by 19% against the previous year. Export price indicated a pronounced expansion from 2012 to 2021: its price increased at an average annual rate of +4.1% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. The pace of growth appeared the most rapid in 2013 when the export price increased by 44% against the previous year. The level of export peaked at $X per ton in 2015; however, from 2016 to 2021, the export prices failed to regain momentum.

There were significant differences in the average prices amongst the major exporting countries. In 2021, amid the top suppliers, the country with the highest price was Singapore ($X per ton), while Indonesia ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Malaysia (+5.4%), while the other leaders experienced a decline in the export price figures.

Plain Postcard Imports

Imports in South-Eastern Asia

In 2021, plain postcard imports in South-Eastern Asia soared to X tons, rising by 92% against the year before. Over the period under review, imports, however, recorded a abrupt shrinkage. The volume of import peaked at X tons in 2013; however, from 2014 to 2021, imports remained at a lower figure.

In value terms, plain postcard imports skyrocketed to $X in 2021. In general, imports showed tangible growth. The pace of growth appeared the most rapid in 2013 with an increase of 138%. As a result, imports attained the peak of $X. From 2014 to 2021, the growth of imports remained at a lower figure.

Imports by Country

Singapore was the key importing country with an import of about X tons, which amounted to 50% of total imports. Myanmar (X tons) held a 25% share (based on physical terms) of total imports, which put it in second place, followed by Malaysia (6.8%), Brunei Darussalam (5%) and Cambodia (4.8%). The following importers - Vietnam (X tons) and the Philippines (X tons) - together made up 6.2% of total imports.

From 2012 to 2021, average annual rates of growth with regard to plain postcard imports into Singapore stood at +8.3%. At the same time, Myanmar (+56.7%), Cambodia (+29.8%), Vietnam (+18.3%) and Brunei Darussalam (+9.9%) displayed positive paces of growth. Moreover, Myanmar emerged as the fastest-growing importer imported in South-Eastern Asia, with a CAGR of +56.7% from 2012-2021. By contrast, Malaysia (-14.2%) and the Philippines (-33.0%) illustrated a downward trend over the same period. While the share of Singapore (+36 p.p.), Myanmar (+24 p.p.), Cambodia (+4.6 p.p.), Brunei Darussalam (+3.7 p.p.) and Vietnam (+3.1 p.p.) increased significantly in terms of the total imports from 2012-2021, the share of Malaysia (-9.5 p.p.) and the Philippines (-56.5 p.p.) displayed negative dynamics.

In value terms, Singapore ($X) constitutes the largest market for imported letter cards, plain postcards and correspondence cards in South-Eastern Asia, comprising 72% of total imports. The second position in the ranking was held by Myanmar ($X), with an 8.8% share of total imports. It was followed by Vietnam, with a 5.1% share.

In Singapore, plain postcard imports expanded at an average annual rate of +9.9% over the period from 2012-2021. The remaining importing countries recorded the following average annual rates of imports growth: Myanmar (+41.2% per year) and Vietnam (+14.0% per year).

Import Prices by Country

In 2021, the import price in South-Eastern Asia amounted to $X per ton, waning by -7.4% against the previous year. Over the period under review, the import price, however, showed a buoyant increase. The most prominent rate of growth was recorded in 2017 when the import price increased by 108%. As a result, import price attained the peak level of $X per ton. From 2018 to 2021, the import prices failed to regain momentum.

There were significant differences in the average prices amongst the major importing countries. In 2021, amid the top importers, the country with the highest price was Vietnam ($X per ton), while Myanmar ($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 Philippines (+19.7%), while the other leaders experienced more modest paces of growth.

Source: IndexBox Platform

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