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 Boom:
- The rise of the craft beer movement has significantly contributed to the growth of the growlers market. Consumers often prefer to purchase craft beer in larger quantities, and growlers provide a convenient and sustainable packaging option.
- Sustainability Concerns:
- With increasing awareness of environmental issues, there has been a growing demand for sustainable and reusable packaging solutions. Growlers, being refillable and reusable, appeal to environmentally conscious consumers.
- Customization and Variety:
- Growlers allow consumers to fill up on their favorite beers directly from the tap, providing a level of customization and variety that pre-packaged options may not offer. This taps into the consumer desire for unique and diverse beer options.
Market Restraints:
- Logistical Challenges:
- The transportation and storage of growlers, particularly when filled, can present logistical challenges. Growlers are often made of glass, which is heavy and breakable, leading to concerns about breakage during transit.
- Quality and Freshness Concerns:
- Since growlers are meant for refilling, the quality and freshness of the beer can be a concern. If not properly sealed or if the beer remains in the growler for an extended period, it may not maintain its optimal taste and quality.
- Competition with Canned and Bottled Beer:
- Growlers face competition from traditional canned and bottled beer, which is readily available in stores. While growlers offer a unique experience, the convenience of pre-packaged options may still be preferred by some consumers.
- Limited Distribution Channels:
- The availability of growlers is often limited to certain distribution channels, such as brewery taprooms or specialized beer retailers. This limitation in accessibility may hinder widespread adoption.
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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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