Global sales of the growlers market are estimated to reach USD 556.2 million in the year 2023. The market is expected to be worth USD 726 million by 2033, registering an average CAGR of 2.7% between 2023 to 2033.
Growth Factors for the Growlers Market:
Key Market Insights:
| Attributes | Detail |
|---|---|
| Market Size 2023 | USD 556.2 million |
| Market Size 2033 | USD 726 million |
| Value CAGR (2023 to 2033) | 2.7% |
| Top 3 Countries Market Share 2023 | 44% |
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The growing market popularity of freshly crafted beer is on the rise, due to its freshness and scarce prevalence of preservatives. These attributes, along with convenience and changes in consumer perceptions, such as the consumption of alcoholic beverages every weekend generate the demand for massive packaging solutions like growlers.
Skyrocketing rise in demand for fresh beer has a direct positive impact on the demand for growlers, which has emerged as a cost-effective packaging option for alcoholic beverages across the regions. Manufacturers of growlers offer it in sizes ranging from 32 ounces to 128 ounces which makes it suitable for small to sizable applications, and best suited for packaging large amounts of beer. Thus, the surge in demand for various liquid consumables including craft beer is anticipated to hugely benefit growler manufacturers in all parts of the world.
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.
Globally renowned beverage brands are offering personalized packaging for their particular offering to increase their brand recall value among the millennials. Different production methods are used for the manufacturing of custom growlers.
Customization sets the growlers apart from others and provides exact specifications as per the client’s requirements. Opting for custom beverage metal cans helps end-users to provide consumers with a unique product. Marketers as well as manufacturers of alcoholic beverages can position their products as high-value products with the help of the premium look and feel of the packaging.
Future Market Insights predict a comparison and review analysis for the dynamics of the growlers market, which is principally subjected to an array of industry factors along with a few definite influences regarding high initial investments and requirement of expensive machinery and manufacturing units are some key factors that can hinder the growth of growlers market.
Some new developments that have taken place in the market include the increasing popularity of glass and ceramic growlers with color variations. In May 2022, Ardagh Group acquired Consol Holdings Proprietary Limited, which is a leading producer of glass packaging.
Increasing consumption of alcoholic beverages across the globe is projected to augment the demand for growlers during the forecast period.
| Historical CAGR (2018 to 2022) | 2.2% |
|---|---|
| Forecast CAGR (2023 to 2033) | 2.7% |
The growler culture has witnessed a recent upsurge as growlers make a huge comeback. The carrier is not new, however, it was not sported by beer geeks, parents, and literally everyone, except kids, up until recently. The growlers industry had made a turnover of USD 488.2 million in 2018. By the end of the historical period, i.e., 2022, the market yielded USD 541.4 million, registering a CAGR of 2.2% in the entire duration.
Core Cactors behind Market Expansion:
The growlers industry is predicted to cross USD 556.2 million by 2023 end. The market year-on-year growth is projected to remain at 2.7% for years between 2021 and 2027. However, as the forecast period nears its end, the market year-on-year growth rate is expected to gradually decelerate in the year post-2027. By 2033, the market is estimated to garner market revenue of USD 726 million.
Navigate Market Happenings with Supporting Data
Short-term Growth (2023 to 2026): The market is estimated to yield USD 586.9 million by 2025. The recent proliferation of growlers among alcohol consumers and the increasing cognizance of the legality of carrying growlers at bars and retail outlets are projected to catalyze market growth.
Medium-term Growth (2026 to 2029): The market is expected to thrive over the years to come, as FMI projects the market to reach USD 635.1 million by 2028. As people’s palates become more sophisticated, the regular bars are projected to stock themselves with extensive craft beers. Additionally, the estimated multiplication of beer bars in many countries is also projected to augment market development.
Long-Term Growth (2029 to 2033): By the end of 2033, the industry is assessed to attain USD 726 million. The long-term growth of the market is projected to be dictated by the advancements in products executed by key competitors. Moreover, any attempts by active participants to increase their domestic as well as international presence through acquisition, partnerships, new launches, etc. is expected to govern market dynamics over the forecast period. A slight deceleration after 2027 can be attributed to the high saturation of growlers and the development of alternatives.
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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 USD 174.8 million in 2023 and expand to ;USD 215.18 million by 2033.
| Historical CAGR (2017 to 2022) | 1.7% |
|---|---|
| Forecast CAGR (2023 to 2033) | 2.1% |
| Years | Values |
|---|---|
| 2018 | USD 142.6 million |
| 2022 | USD 154.1 million |
| 2023 | USD 157.1 million |
| 2033 | USD 191.5 million |
According to the latest survey conducted by The Brewers Association, there are currently more than 8,884 breweries operating across the United States, which includes craft breweries, microbreweries, taprooms, brewpubs, and non-craft breweries operating across the country. Recently, the number of breweries across the United States was 4,847 just 6 years down the line. The sharp rise in the proliferation of breweries indicates the expansion of the alcoholic beverage market across the country.
The burgeoning growth witnessed in consumption as well as production of all types of alcoholic beverages across the country, especially beer, makes the United States an important market for growlers used for packaging beer, wines, and other spirits. Total sales of growlers in the United States are estimated to reach USD 157.1 million in 2023. The market is projected to expand to USD 191.5 million by the year 2033, registering a 2% CAGR meanwhile.
| Historical CAGR | 1.6% |
|---|---|
| Forecast CAGR | 2% |
| Years | Values |
|---|---|
| 2018 | USD 36.7 million |
| 2022 | USD 39.6 million |
| 2023 | USD 40.5 million |
| 2033 | USD 49.37 million |
According to the United States Department of Agriculture, Brazil is an important producer of beer in the world. Along with that, the country has a per capita beer consumption of 60 liters annually, which indicates a significant rise in consumption as well as production of beer across the country. Brazil is expected to account for 38% of the total sales of growlers across the Latin American growlers market in 2023.
Being home to the world’s leading alcoholic and non-alcoholic beer manufacturers, the market for craft beer is also witnessing astonishing growth in the country. Beer produced in Brazil is also exported to neighboring countries like Mexico and the United States, which offer profitable growth opportunities to beverage manufacturers to sell their produce at premium prices.
All the above-mentioned factors contribute to the rising demand for growlers across Brazil as appropriate packaging for huge quantities of beer during transit.
| Historical CAGR | 1.8% |
|---|---|
| Forecast CAGR | 2% |
| Years | Values |
|---|---|
| 2018 | USD 12.3 million |
| 2022 | USD 14.9 million |
| 2023 | USD 15.6 million |
| 2033 | USD 24.93 million |
China is expected to lead the East Asia region over the forecast period. China growlers industry is projected to attain USD 15.6 million by 2023. Over the forecast period, the market is estimated to display a CAGR of 4.8%, to eventually reach an estimated value of USD 24.93 million by 2033.
The market is expected to be supported by the booming beer market in the nation. Additionally, shifting consumption patterns from mass-produced beers to local, refined craft beers, is also creating a wave in China landscape. The upsurge in craft breweries and expanding foreign brands in China is projected to enhance the market scope for growlers in the country.
The year-on-year growth of China market sees a gradual decline after 2024. This can be a result of the potential growth of growlers, marketed as a superior alternative to growlers over the forecast period. The enhanced convenience offered by crawlers is projected to diminish the consumer base for growlers over the long term.
| Historical CAGR | 4% |
|---|---|
| Forecast CAGR | 4.8% |
| Years | Values |
|---|---|
| 2018 | USD 235.3 million |
| 2022 | USD 263 million |
| 2023 | USD 270.4 million |
| 2033 | USD 352.95 million |
Growlers made up of ceramic offer benefits such as re-usability and sustainability. They do not accumulate in landfills after disposal. Also, the ceramic growlers keep the beverage stored in its cooler for a long duration. Additionally, they also block out the light and maintain the amount of carbon dioxide inside the container which prevents the beer’s quality from degrading.
The increased market popularity of ceramic growlers can be attributed to the leading market share of almost 50% held by ceramic growlers across the global growlers market throughout the forecast period. In addition to that, brands using ceramic growlers for packaging its product can market themselves as a sustainable practitioner and attract loads of demand from the environmentally concerned consumer base.
| Historical CAGR (2017 to 2022) | 2.1% |
|---|---|
| Forecast CAGR (2023 to 2033) | 2.7% |
| Years | Values |
|---|---|
| 2018 | USD 227 million |
| 2022 | USD 250.4 million |
| 2023 | USD 256.8 million |
| 2033 | USD 328.73 million |
Growlers having a capacity of 64 ounces are highly preferred across the globe, as these growlers enable breweries as well as individuals to carry more beer than the traditional beer bottle. Along with that rise in demand for packaging products able to carry huge quantities of beer and protect it from spoilage during transit drives the demand for growlers having 64 ounce capacity. Globally the sales of growlers with 64 ounces are expected to rise by USD 328.73 million by the end of 2033.
| Historical CAGR (2017 to 2022) | 2% |
|---|---|
| Forecast CAGR (2023 to 2033) | 2.5% |
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:
What can Manufacturers do to Thrive in the Growlers Market?
To thrive in the growlers market, players can focus on the following strategies:
| Attribute | Details |
|---|---|
| Forecast Period | 2023 to 2033 |
| Historical Data Available for | 2018 to 2022 |
| Market Analysis | USD million for Value |
| Key Regions Covered | North America; Latin America; Europe; South Asia; East Asia; Oceania; and the Middle East and Africa |
| Key Countries Covered | The United States, Canada, Brazil, Mexico, Germany, Italy, France, the United Kingdom, Spain, Russia, Türkiye, South Africa, GCC Countries, India, China, Australia |
| Key Segments Covered | Material, Capacity, Application, Sales Channel, and Region |
| Key Companies Profiled | 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; Novio Packaging B.V.; MJS Packaging Inc; Saxco International, LLC; Klean Kanteen, Inc.; Hydro Flask; Portland Growlers Company |
| Report Coverage | Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives |
| Customization & Pricing | Available upon Request |
The growlers market value reaches USD 556.2 million in 2023.
The growlers market is anticipated to surpass USD 726 million by 2033, recording a CAGR of 2.7%.
The key trend in the growlers market is the surging demand for craft beverages.
The growlers market discovers profitable prospects within the United States, adding USD 157.1 million in revenue in 2023.
Key growlers market players are Ardagh Group S.A., Alpha Packaging, William Croxsons & Sons Limited, GrowlerWerks, Inc., Global Glass Solutions, and others.
| Market Value 2023 | USD 6.4 billion |
|---|---|
| Market Value (2033) | USD 8.7 billion |
| Market CAGR (2023 to 2033) | 3.2% |
| Market Size (2022) | USD261.7 Million |
|---|---|
| Market Size (2032) | USD 418.2 Million |
| Value CAGR (2022 to 2032) | 4.8% |
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Growlers Market
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