The growlers market is projected to grow at a CAGR of 2.7% during the forecast period, reaching a market size of US$ 726 million by 2033, up from US$ 556.2 million in 2023.
Changing beer consumption patterns, with a preference for more specialized and expensive alcoholic beverages, are driving the increased use of growlers globally. The market is particularly influenced by the changing preferences of the younger generation, who seek distinctive tastes, freshness, and high quality in their alcoholic beverages.
Developing countries’ expansion and rising living standards are expected to further fuel the market’s growth. Alcohol manufacturers are capitalizing on this opportunity by offering artisan beers and a variety of options to consumers, leading to an increase in the consumption of craft beer and a surge in demand for growlers. The availability of upscale styles, designs, and sizes of growlers is also anticipated to drive market growth during the forecast period.
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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.
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.
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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:
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
About FMI
Future Market Insights, Inc. (ESOMAR certified, Stevie Award – recipient market research organization and a member of Greater New York Chamber of Commerce) provides in-depth insights into governing factors elevating the demand in the market. It discloses opportunities that will favor the market growth in various segments on the basis of Source, Application, Sales Channel and End Use over the next 10-years.
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