With a forecasted value of US$ 556.2 million in 2023, the global sales of growlers are set to surge, projecting a substantial growth trajectory to reach a remarkable US$ 726 million by 2033. This anticipated expansion reflects an average Compound Annual Growth Rate (CAGR) of 2.7% over the decade from 2023 to 2033. As the market continues to evolve, the growing demand for these versatile containers showcases their significance in the beverage industry and beyond. The forecast underscores the steady rise in popularity of growlers, positioning them as a key player in the global market for beverage packaging solutions.
The global growlers market is driven by innovation in product design. As a result, product attractiveness is kept at the epicenter. Manufacturers of growlers are emphasizing the incorporation of innovative features such as uniqueness, recyclability, ease to use, lightweight, and many others.
The rise in per capita consumption of alcoholic beverages, along with multiple new market entrants in the alcoholic beverages market in the region, makes North America account for the maximum sales of growlers in comparison with all other regions of the globe. Total sales of growlers across North America are estimated to reach US$ 174.8 million in 2023 and expand to US$ 215.18 million by 2033.
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Competitive Dashboard: A Close Look at Key Players
Key market players across the global growlers market are focusing on providing a unique finish to their growlers. The competitors are also planning international expansion through acquisition and collaboration with globally renowned beverage makers:
- In November 2021, Ardagh Group S.A. acquired Consol Holdings Proprietary Limited, which is a leading producer of glass packaging in the Africa continent.
- In April 2021, Alpha Packaging acquired Boxmore Plastics as part of the plan for the expansion of Europe.
Major Key Players Are:
- Ardagh Group S.A.
- Alpha Packaging
- William Croxsons & Sons Limited
- GrowlerWerks, Inc.
- Global Glass Solutions
- Orange Vessel Co.
- Berlin Packaging LLC
Latest Developments in the Market:
- In 2021, Drifters brewery declared the introduction of its fifth growler station in Mumbai, India. Growler stations are referred to as places or hubs where one can refill growlers with beer. This new launch has a delivery and pickup service for filling growlers at a robust pace due to surging beer demand among beer consumers in India.
- In June 2017, Ardagh Group launched its first-ever 12oz clear beer bottle on its website named BuyOurBottles. The product is made in the United States, using 100% and endlessly recyclable flint glass. The company states that with the expansion of flint glass bottles, craft soda, craft brewers, and cider customers, along with kombucha and functional beverages, customers can take advantage o brand differentiation. The flint glass bottle also helps protect the beverage’s flavor.
Key Highlights of the Growlers Market:
- North America: The growlers market in North America is projected to reach US$ 174.8 million by the end of 2023, expanding at a CAGR of 2.1% over the forecast period to attain US$ 215.18 million by 2033. The region’s highly saturated alcoholic beverage market and receptivity to non-alcoholic beverages give it precedence over other regions.
- Europe: The growlers market in Europe is projected to reach US$ 162.4 million by 2033, growing at a CAGR of 2.7% over the next 10 years to reach a total amount of US$ 211.98 million by 2033. The expansion of brewpubs and the development of sophisticated growlers with enhanced features are predicted to drive market growth.
- Latin America: The growlers market in Latin America is expected to generate revenue of US$ 105.8 million in 2023, with an estimated CAGR of 2.4% over the forecast period.
- East Asia: East Asia, including countries like China, Japan, and South Korea, is assessed to witness robust growth with a projected CAGR of 4.4% throughout the decade. In 2023, the market is expected to reach US$ 32.4 million.
Market Drivers-
- Craft Beer Renaissance: The Craft Beer Movement has taken the beverage industry by storm. Consumers are increasingly seeking unique, small-batch brews, and growlers are a convenient way to enjoy these artisanal beers straight from the tap. This demand for craft beer has significantly boosted the Growlers market.
- Sustainability and Eco-friendliness: Growlers offer an eco-friendly alternative to single-use beer containers. As the world becomes more environmentally conscious, consumers are gravitating towards products that reduce waste. Growlers are reusable, which aligns with the sustainability ethos of many consumers.
- Customization and Variety: Growlers allow for a diverse range of beer options. Breweries can easily experiment with different flavors, seasonal offerings, and exclusive brews. This variety attracts customers who want something new and exciting every time they visit a brewery or taproom.
- Consumer Experience: The Growlers market is not just about the product; it’s also about the experience. Consumers enjoy visiting breweries, engaging with the brewing process, and filling their growlers directly from the tap. This direct interaction enhances the consumer experience and fosters loyalty.
Rapid Growth in Brewery Industry Fuels Demand for Growlers Worldwide:
In Latin America, Brazil’s beer production and high per capita beer consumption make it a key market for growlers, with a 38% share of total sales in the region in 2023.
In East Asia, China is set to lead the growlers industry, benefiting from a thriving beer market and shifting consumer preferences towards local craft beers. However, the potential emergence of crawlers as a convenient alternative may impact long-term consumer base for growlers.
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Growlers Market By Category
By Material:
- Plastic Growlers
- Glass Growlers
- Metal Growlers
- Ceramic Growlers
By Capacity:
- 32 Ounce (Oz)
- 64 Ounce (Oz)
- 128 Ounce (Oz)
By Application:
- Non-alcoholic
- Alcoholic
- Beer
- Wines
- Others
By Sales Channel:
- Offline
- Breweries
- Hypermarket
- Convenience Stores
- Online
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