The market for growlers is likely to generate global sales of US$ 635 million by the end of 2028, up from an estimated US$ 541 million in 2022. Over the forecasted period, sales are expected to rise at a 2.7% CAGR. The market for growlers accounts for 1%–3% of the US$148 billion (2021) worldwide beverage packaging market.
Almost half of the growlers sold worldwide, or nearly 50%, are thought to be constructed of ceramic, per the FMI analysis. Growlers with a 64-ounce capacity are expected to generate total sales of $250 million in 2022 and 290 million in 2028.
Beer Consumption Patterns Are Evolving, Dictating Demand Growth of Growlers
Top alcohol markets such as the US have been moving towards premium beer in recent years, with similar adoption in high-growth emerging markets. For instance, the penetration of premium beer brands has increased 3-4% above valued and mainstream brands, which has impacted the growlers market positively. Simultaneously, the number of independent microbreweries in the US, Germany, and other major economies is also increasing, which is another factor driving the growlers market.
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However, markets such as Australia and other Oceanic countries, have witnessed a decline in sales of beer, mostly due to changes in consumption pattern and shift in consumer preference towards other alcoholic beverages. Despite the tough competition faced by beer from different alcoholic beverages, the rise in beer consumption in developing economies such as South Africa, Mexico, and India, is expected to drive the growth of the growlers market during the forecast period.
The primary factors driving the growth of growlers market is the changing consumer demand to experience a large variety of taste and flavors. Moreover, governments in various countries (Oregon being one of the pioneers) are promoting the use of growlers to promote safe storage of alcoholic beverages.
Craft Beer Trending More in Developing Economies
The beer market in emerging economies is largely taken over by the craft beer manufacturers. China is the largest market for beer by volume, accounting for a quarter of the total market share. Therefore, providing an impetus to the growlers market. The consumer trend in China and India is shifting from mass industrial beers to more refined craft beers, which propels the growlers market in the region. The demand for growlers in China and India has significantly increased over the last few years, with both, the rise of local craft breweries and the arrival of a growing number of foreign brands.
Competitive Landscape
Key market players across global growlers market are focusing upon providing a unique finish to their growlers, along with that planning international expansion through acquisition and collaboration with globally renowned beverage makers:-
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Table of Content
1. Executive Summary
1.1. Global Market Outlook
1.2. Market Analysis
1.3. Analysis and Recommendations
2. Market Overview
2.1. Market Coverage
2.2. Market Definition
3. Key Market Trends
3.1. Key Trends Impacting the Market
3.2. Product Innovation Trends
4. Key Success Factors
4.1. Product Adoption Analysis
4.2. Product USPs / Features