The growlers market is set to experience steady growth over the next decade. In 2023, global sales are estimated to reach USD 556.2 million. By 2033, the market is expected to be valued at approximately USD 726 million, reflecting an average compound annual growth rate (CAGR) of 2.7% between 2023 and 2033.
Growlers, known for their ability to maintain the freshness and quality of craft beer, are increasingly popular among consumers seeking premium beverage experiences. The market’s steady growth is driven by the rising demand for craft beer and the growing trend of home brewing. Additionally, growlers are gaining traction as a sustainable and reusable packaging solution, aligning with consumer preferences for eco-friendly products.
As breweries and beverage companies continue to innovate and expand their product offerings, the demand for growlers is expected to rise. The market’s growth trajectory underscores the increasing importance of quality packaging solutions in the beverage industry.
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Key Trends Influencing the Growlers Market:
- Fresh Beer Demand: The rising popularity of freshly crafted beer, due to its freshness and minimal preservatives, is driving demand for large packaging solutions like growlers. This trend is especially prevalent among consumers who prefer fresh beer for weekend consumption.
- Cost-Effective Packaging: Growlers are emerging as a cost-effective packaging option for alcoholic beverages, available in sizes ranging from 32 ounces to 128 ounces, making them suitable for various applications.
- Customization for Brand Recall: Innovation in product design and customization is central to the growlers market. Manufacturers are focusing on unique, recyclable, easy-to-use, and lightweight features to enhance product attractiveness and brand recall among millennials. Custom growlers help marketers position their products as premium offerings.
Key Highlights of the Growlers Market:
- The North American growlers industry is projected to attain US$ 174.8 million by 2023 year-end. The market is projected to expand at 2.1% over the forecast period, to attain US$ 215.18 million by 2033. The highly saturated market for alcoholic beverages and heightened receptivity to non-alcoholic beverages has led to market precedence in North America over other regions.
- Europe region is projected to trail behind North America, attaining market revenue of US$ 162.4 million by 2033. The region is estimated to assume a CAGR of 2.7% over the next 10 years, and 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 push market growth.
- Latin America is the third significant region, substantially contributing to the overall market growth. The market is expected to generate revenue of US$ 105.8 million in 2023. The market is anticipated to expand at 2.4% CAGR over the forecast period.
- East Asia, which includes countries like China, Japan, and South Korea, is assessed to witness robust growth over the forecast period. The region is forecasted to register a 4.4% CAGR throughout the decade. In 2023, the market is expected to attain US$ 32.4 million over the forecast period.
Market Drivers:
- Beverage Industry Expansion: The primary driver of demand for growlers is the growth of the beverage industry, with increasing production of various beverages creating substantial demand for growlers.
- Regional Market Growth: Besides the mature markets in North America and Europe, significant growth is observed in the Asia Pacific, Latin America, the Middle East, and Africa in terms of market volume and quality.
- Rise of Beverage Manufacturers: The increasing number of both non-alcoholic and alcoholic beverage manufacturers is boosting global demand for growlers.
- Economic Factors: Rising working-class incomes and increased spending on beverages in emerging markets are expected to enhance the economic growth of the beverage industry, further driving demand for growlers.
Key Players:
- Ardagh Group S.A.
- Alpha Packaging
- William Croxsons & Sons Limited
- GrowlerWerks, Inc.
- Global Glass Solutions
- Orange Vessel Co.
- Berlin Packaging LLC
- Boelter Companies, Inc
- Drink Tanks Corporation
- Zenan Glass
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Growlers Market by Category
By Material:
- Plastic
- Glass
- Metal
- Ceramic
By Capacity:
By Application:
- Non-alcoholic
- Alcoholic
By Sales Channel:
- Offline
- Breweries
- Specialty Stores
- Convenience
- Online
By Region:
- North America
- Latin America
- Europe
- South Asia
- East Asia
- Oceania
- The Middle East and Africa
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