Western Africa: Plain Postcard Market 2025

Plain Postcard Market Size in Western Africa

The West African plain postcard market rose to $X in 2021, increasing by 2% against the previous year. Overall, consumption, however, recorded a strong increase. Over the period under review, the market attained the maximum level at $X in 2017; however, from 2018 to 2021, consumption stood at a somewhat lower figure.

Plain Postcard Production in Western Africa

In value terms, plain postcard production fell to $X in 2021 estimated in export price. Over the period under review, production, however, saw prominent growth. The most prominent rate of growth was recorded in 2016 with an increase of 72% against the previous year. Over the period under review, production hit record highs at $X in 2017; however, from 2018 to 2021, production failed to regain momentum.

Plain Postcard Exports

Exports in Western Africa

In 2021, exports of letter cards, plain postcards and correspondence cards in Western Africa dropped notably to X kg, with a decrease of -34.4% compared with 2020. Overall, exports faced a deep reduction. The pace of growth appeared the most rapid in 2017 when exports increased by 402%. As a result, the exports reached the peak of X tons. From 2018 to 2021, the growth of the exports remained at a somewhat lower figure.

In value terms, plain postcard exports contracted to $X in 2021. Over the period under review, exports continue to indicate a deep contraction. The growth pace was the most rapid in 2014 with an increase of 280% against the previous year. Over the period under review, the exports attained the maximum at $X in 2017; however, from 2018 to 2021, the exports remained at a lower figure.

Exports by Country

Nigeria (X kg) and Ghana (X kg) prevails in exports structure, together mixing up 98% of total exports. Cabo Verde (X kg) followed a long way behind the leaders.

From 2012 to 2021, the most notable rate of growth in terms of shipments, amongst the leading exporting countries, was attained by Nigeria (with a CAGR of +4.4%), while the other leaders experienced a decline in the exports figures.

In value terms, Nigeria ($X) remains the largest plain postcard supplier in Western Africa, comprising 66% of total exports. The second position in the ranking was held by Ghana ($X), with a 24% share of total exports.

In Nigeria, plain postcard exports expanded at an average annual rate of +9.0% over the period from 2012-2021. The remaining exporting countries recorded the following average annual rates of exports growth: Ghana (-27.6% per year) and Cabo Verde (-7.7% per year).

Export Prices by Country

In 2021, the export price in Western Africa amounted to $X per ton, growing by 31% against the previous year. In general, the export price, however, showed a perceptible downturn. The level of export peaked at $X per ton in 2015; however, from 2016 to 2021, the export prices stood at a somewhat lower figure.

Prices varied noticeably by country of origin: amid the top suppliers, the country with the highest price was Cabo Verde ($X per ton), while Ghana ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Cabo Verde (+25.5%), while the other leaders experienced mixed trends in the export price figures.

Plain Postcard Imports

Imports in Western Africa

In 2021, overseas purchases of letter cards, plain postcards and correspondence cards were finally on the rise to reach X tons after three years of decline. Overall, imports, however, faced a dramatic shrinkage. The pace of growth appeared the most rapid in 2016 with an increase of 126%. The volume of import peaked at X tons in 2017; however, from 2018 to 2021, imports failed to regain momentum.

In value terms, plain postcard imports soared to $X in 2021. In general, imports, however, recorded a deep slump. The growth pace was the most rapid in 2016 with an increase of 70%. The level of import peaked at $X in 2014; however, from 2015 to 2021, imports remained at a lower figure.

Imports by Country

In 2021, Nigeria (X tons) represented the major importer of letter cards, plain postcards and correspondence cards, making up 50% of total imports. Sierra Leone (X tons) ranks second in terms of the total imports with an 11% share, followed by Gambia (9.1%), Guinea (6.8%) and Cote d'Ivoire (6.2%). Niger (X tons) and Senegal (X tons) followed a long way behind the leaders.

From 2012 to 2021, average annual rates of growth with regard to plain postcard imports into Nigeria stood at -29.4%. At the same time, Sierra Leone (+55.9%), Niger (+23.6%), Guinea (+23.0%), Senegal (+6.5%) and Gambia (+4.3%) displayed positive paces of growth. Moreover, Sierra Leone emerged as the fastest-growing importer imported in Western Africa, with a CAGR of +55.9% from 2012-2021. By contrast, Cote d'Ivoire (-5.8%) illustrated a downward trend over the same period. Sierra Leone (+11 p.p.), Gambia (+8.5 p.p.), Guinea (+6.7 p.p.), Cote d'Ivoire (+5.3 p.p.), Niger (+3.5 p.p.) and Senegal (+2.8 p.p.) significantly strengthened its position in terms of the total imports, while Nigeria saw its share reduced by -46.2% from 2012 to 2021, respectively.

In value terms, the largest plain postcard importing markets in Western Africa were Nigeria ($X), Gambia ($X) and Sierra Leone ($X), together comprising 53% of total imports.

Sierra Leone, with a CAGR of +47.2%, recorded the highest growth rate of the value of imports, among 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

In 2021, the import price in Western Africa amounted to $X per ton, reducing by -7.5% against the previous year. In general, the import price, however, showed a significant increase. The most prominent rate of growth was recorded in 2020 an increase of 174%. As a result, import price reached the peak level of $X per ton, and then fell in the following year.

Prices varied noticeably by country of destination: amid the top importers, the country with the highest price was Cote d'Ivoire ($X per ton), while Nigeria ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Nigeria (+15.8%), while the other leaders experienced mixed trends in the import price figures.

Source: IndexBox Platform

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