According to the analysis conducted by FMI (Future Market Insights), the growlers market is projected to grow at a compound annual growth rate (CAGR) of 2.7% throughout the forecast period. By the end of 2033, the market size is expected to increase from US$556.2 million in 2023 to US$726 million.
The use of growlers, which are containers typically used to transport and store beer, is expected to witness an increase during the forecast period. This can be attributed to changing beer consumption patterns, where consumers in both developed and developing countries show a preference for more expensive and specialized alcoholic beverages.
The industry is expected to be influenced by changing consumer preferences, particularly among the younger generation, who exhibit a significant demand for new products that offer distinctive tastes, freshness, and excellent quality. Additionally, the expansion of developing countries and the rise in living standards are anticipated to extend the market’s prospects in the coming years.
Alcohol manufacturers are taking advantage of the flourishing market economy by supplying artisan beers and offering consumers a variety of options. The consumption of craft beer is expected to increase in the future. As a result, growlers have experienced a significant uptick in demand due to the expansion of craft brewing among middle-class consumers, which can be attributed to the cultural experience it provides. The availability of upscale styles, designs, and sizes of growlers is anticipated to drive market growth throughout the forecast period
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Key Highlights of the Growlers Market:
- The North America growlers industry is projected to attain US$ 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.
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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 Players Surveyed by FMI
- Ardagh Group S.A.
- Alpha Packaging
- William Croxsons & Sons Limited
- GrowlerWerks, Inc.
- Global Glass Solutions
- Orange Vessel Co.
- Berlin Packaging LLC
The Rising Demand for Growlers in the Global Beer Market:
Summary: The beer market is experiencing significant growth worldwide, leading to an increased demand for growlers as packaging solutions. The United States is witnessing a sharp rise in the number of breweries, making it a crucial market for growlers. Brazil, a major beer producer, shows a substantial increase in consumption and production, contributing to the demand for growlers in Latin America. China’s booming beer market and shifting consumer preferences towards craft beers are driving the growth of the growlers industry in East Asia. However, the long-term market potential of growlers might be affected by the emergence of crawlers as a convenient alternative.
Rapid Growth in Brewery Industry Fuels Demand for Growlers Worldwide:
The global market for growlers, used for packaging beer, wines, and spirits, is witnessing substantial growth due to the flourishing brewery industry. Recent data from The Brewers Association reveals a significant increase in the number of breweries in the United States, with over 8,884 operating across the country. This expansion reflects the growing demand for alcoholic beverages, particularly beer. Consequently, the United States has become a crucial market for growlers, with sales projected to reach US$157.1 million in 2023 and expand to US$191.5 million by 2033.
Brazil, known for its beer production and high per capita beer consumption of 60 liters annually, is expected to account for 38% of the total sales of growlers in the Latin American market in 2023. With leading alcoholic and non-alcoholic beer manufacturers based in Brazil, the country’s craft beer market is experiencing remarkable growth. Moreover, the export opportunities to neighboring countries such as Mexico and the United States present lucrative prospects for beverage manufacturers.
In East Asia, China is poised to lead the region’s growlers industry, with projected revenues of US$15.6 million by 2023 and an estimated value of US$24.93 million by 2033. The Chinese market benefits from the thriving beer industry and shifting consumer preferences towards local craft beers. The rise in craft breweries and the presence of foreign brands contribute to the market’s expansion. However, the potential emergence of crawlers, marketed as a more convenient alternative, may impact the 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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