Global Growler Market Overview
The Growler Market Size was estimated at 5.89 (USD Billion) in 2022. The Growler Market Industry is expected to grow from 6.17(USD Billion) in 2023 to 9.4 (USD Billion) by 2032. The Growler Market CAGR (growth rate) is expected to be around 4.78% during the forecast period (2024 - 2032).
Key Growler Market Trends Highlighted
The growler market is influenced by several key factors, including the growing popularity of craft beer and the increasing demand for on-the-go beverage consumption. The growth of the market is attributed largely to the increase in disposable income as well as the premiumization trend. Moreover, innovative package designs such as refillable and reusable containers, known as growlers, are becoming more popular.Limitations in the growler market can be addressed by focusing on new geographical areas, such as emerging markets, and discovering novel products and technologies, such as intelligent growlers that reflect consumption and freshness. The scope of these acts allows compliance with the non-obvious bundling of various growler manufacturers and breweries for the development of private-label products.The growler market has also witnessed recent advancements, in particular, the increasing interest in small volumes and seasonal beer and the expansion of craft beer centrals and taphouses. There is an increasing demand for growlers as a consumer trend is focusing on unique and local beer experiences. Further, there is a rising shift towards the usage of Environmentally friendly packs which is facilitating the uptake of reusable growlers.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Growler Market Drivers
Rising Popularity of Craft Beer
The growing popularity of craft beer has been a major driver of the growth of the growler market. Craft beer is often seen as a more flavorful and unique alternative to mass-produced beer, and consumers are increasingly willing to pay a premium for it. Growlers allow consumers to purchase craft beer in bulk and enjoy it at home, which has made them a popular choice for craft beer enthusiasts. The increasing availability of craft beer in growlers has also helped to drive the growth of the market.In 2023, the craft beer market was valued at USD 10.4 billion, and it is expected to grow at a CAGR of 5.6% over the next five years. This growth is expected to be driven by the increasing popularity of craft beer and the growing availability of craft beer among growlers. In addition to the rising popularity of craft beer, the growing popularity of home brewing has also been a major driver of the growth of the growler market. Home brewing is becoming increasingly popular as consumers look for ways to save money and create their unique beers.Growlers allow home brewers to easily transport their beer from their brewing equipment to their homes, which has made them a popular choice for home brewers. The increasing popularity of home brewing is expected to continue to drive the growth of the growler market in the coming years. Finally, the growing popularity of outdoor activities has also been a major driver of the growth of the growler market. Growlers are a convenient way to transport beer to outdoor events, such as picnics, camping trips, and sporting events.The increasing popularity of outdoor activities is expected to continue to drive the growth of the growler market in the coming years.
Increasing Demand for Sustainable Packaging
The increasing demand for sustainable packaging has been a major driver of the growth of the growler market. Consumers are becoming increasingly aware of the environmental impact of their purchases, and they are looking for ways to reduce their environmental footprint. Growlers are a sustainable packaging option because they can be reused multiple times. This reduces the amount of waste that is generated by single-use packaging, such as bottles and cans.The increasing demand for sustainable packaging is expected to continue to drive the growth of the growler market in the coming years.
Growing Popularity of E-commerce
The growing popularity of e-commerce has been a major driver of the growth of the growler market. E-commerce allows consumers to purchase growlers and other products online and have them delivered to their homes. This has made it easier for consumers to purchase growlers, even if they do not live near a store that sells them. The growing popularity of e-commerce is expected to continue to drive the growth of the growler market in the coming years.
Growler Market Segment Insights
Growler Market Material Insights
Stainless Steel, Glass, Ceramic, and Plastic are the most commonly used materials for manufacturing growlers. Each material offers unique advantages and disadvantages that cater to specific consumer preferences and usage scenarios. Stainless Steel: Stainless steel growlers are popular for their durability, resistance to corrosion, and ability to maintain beverage temperatures. They are preferred by outdoor enthusiasts and those who value longevity. The stainless steel growler market is projected to reach USD 2.43 billion by 2024, exhibiting a CAGR of 4.2%.Glass growlers are known for their transparency, allowing consumers to see the contents easily. They are often used for craft beer and other beverages that benefit from visual appeal. The glass growler market is estimated to reach USD 1.87 billion by 2024, growing at a CAGR of 3.8%. Ceramic growlers offer a combination of style and functionality. They are available in various colors and designs, making them suitable for both casual and formal settings. The ceramic growler market is expected to surpass USD 1.21 billion by 2024, with a CAGR of 4.1%.Plastic growlers are lightweight and inexpensive, making them a practical option for everyday use. They are commonly used for water, juices, and other non-carbonated beverages. The plastic growler market is predicted to reach USD 867.2 million by 2024, growing at a CAGR of 3.5%. The choice of material for a growler depends on factors such as durability, temperature retention, aesthetics, and cost. Stainless steel and glass growlers are generally more expensive but offer superior quality and longevity. Ceramic and plastic growlers are more affordable and may be preferred for specific occasions or uses.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Growler Market Capacity Insights
The Capacity segment of the Growler Market is segmented into 32 oz, 64 oz, 128 oz, and Other. In 2023, the 32 oz segment held the largest market share of 42.1%, followed by the 64 oz segment with a market share of 31.3%. The 128 oz segment is expected to grow at the highest CAGR of 5.2% during the forecast period. The Other segment includes growlers with capacities of less than 32 oz and greater than 128 oz. This segment is expected to grow at a CAGR of 4.8% during the forecast period. The growth of the Capacity segment is being driven by the increasing popularity of craft beer and the growing trend of home brewing.Growlers allow consumers to transport and store beer from breweries and bars to their homes. The 32 oz and 64 oz segments are the most popular sizes, as they are easy to carry and store. The 128 oz segment is growing in popularity due to the increasing number of home brewers who are looking for larger containers to store their beer. The Capacity segment is expected to contribute significantly to this growth, as the demand for growlers is expected to increase in the coming years.
Growler Market Type Insights
The type segment of the Growler Market is segmented into Pressurized and Non-Pressurized. The Pressurized segment held the largest market share in 2023 and is projected to continue its dominance throughout the forecast period. Pressurized growlers allow for the storage and transportation of carbonated beverages, such as beer, and maintain their freshness and carbonation levels for extended periods. The Non-Pressurized segment, on the other hand, is expected to witness significant growth during the forecast period, owing to its increasing adoption of packaging non-carbonated beverages, such as water, juice, and tea.The Growler Market revenue for the Pressurized segment is projected to reach USD 4.2 billion by 2032, while the Non-Pressurized segment is expected to generate a revenue of USD 5.2 billion by the same year. The segmentation of the Growler Market provides valuable insights into the market dynamics and helps stakeholders identify opportunities for growth and innovation.
Growler Market Usage Insights
Growler Market usage segment is divided into online retailers, home improvement stores, and specialty beer stores. In 2023, the home brewing segment accounted for a significant share of the Growler Market revenue, owing to the growing popularity of home brewing as a hobby. Craft beer taprooms have also emerged as a key segment, with increasing demand for fresh, locally brewed beer served in growlers. Restaurants and bars are traditional users of growlers, and their demand for growlers is expected to remain steady in the coming years.Segmentation insights like these aid in understanding the target market and developing effective marketing strategies.
Growler Market Distribution Channel Insights
The distribution channel segment of the Growler Market is expected to grow significantly in the coming years. Online retailers are projected to hold a major share of the market, owing to the convenience and wide selection of products they offer. Home improvement stores are also expected to perform well, as they offer a convenient location for consumers to purchase growlers and other home brewing supplies. Specialty beer stores are expected to continue to be a niche market, but they are likely to benefit from the growing popularity of craft beer.Overall, the distribution channel segment of the Growler Market is expected to continue to grow in the coming years, driven by the increasing popularity of home brewing and the growing demand for craft beer.
Growler Market Regional Insights
The Growler Market is segmented into North America, Europe, APAC, South America, and MEA. North America is the largest regional market, accounting for a significant share of the market in 2023. The region is expected to maintain its dominance over the forecast period, driven by the strong presence of major players and the growing popularity of craft beer. Europe is the second-largest regional market, followed by APAC, South America, and MEA. The growth of the market is attributed to the increasing popularity of craft beer, the growing awareness of the benefits of growlers, and the increasing disposable income of consumers.The Growler Market is highly fragmented, with a large number of players operating in the market. The key players in the market include GrowlerWerks, uKeg, Perlick Corporation, and Stanley. These players are focusing on product innovation and expansion into new markets to gain a competitive edge in the market. 
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Growler Market Key Players And Competitive Insights
Major players in the Growler Market continue to innovate and expand their product range in order to align with ever-evolving customer requirements. Leading Growler Market players focus on research and development to improve the functionality and longevity of their products. The Growler Market progress will be driven by the growing popularity of craft beer and rising awareness of on-the-go beverage consumption. Rivalry in this segment is strong among various players, both established and emerging startups. Companies will have to compete in terms of product quality, innovation, distribution network, as well as responsive customer service.The well-established company in this market is Stanley. The firm is distinguished by its durable and high-quality products. Stanley has a wide choice of growlers available in different sizes and designs. It takes an innovative approach to the production of growlers, the example of which is Stanley’s Growler with Vacuum Insulation. The firm’s growlers can keep beverages cold for as long as 24 hours. Product development is facilitated by the firm’s large distribution network and long presence in the market.Competitor of Growler Market, Hydro Flask, is also a well-established firm that has been gaining market shares thanks to customer interest in sustainability, outdoor trips, and versatile leisure lifestyles. The firm’s stainless-steel growlers are durable and feature double-wall insulation. The company also provides a variety of growler options, such as 64-ounce Growler and 24-ounce Growler. The firm is well-known for its strong brand image, loyal clientele, and sustainable production.
Key Companies in the Growler Market Include
Growler Market Industry Developments
The growler market is projected to reach USD 9.4 billion by 2032 from USD 6.17 billion in 2023, exhibiting a CAGR of 4.78% during the forecast period. The growth of the market can be attributed to the increasing popularity of craft beer and the growing demand for on-the-go beverage consumption. Additionally, the rising disposable income and the growing trend of social gatherings are expected to drive the growth of the growler market.Some of the key recent developments in the growler market include the launch of new growler designs and the expansion of growler filling stations. For instance, in 2023, Stanley launched a new line of growlers called the "Adventure Keg." These growlers are made of stainless steel and are designed to be durable and easy to carry. Additionally, many breweries and bars are now offering growler filling stations, which allow customers to fill their growlers with beer on tap.
Growler Market Segmentation Insights
Growler Market Material Outlook
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Stainless Steel
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Glass
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Ceramic
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Plastic
Growler Market Capacity Outlook
Growler Market Type Outlook
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Pressurized
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Non-Pressurized
Growler Market Usage Outlook
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Home Brewing
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Craft Beer Taprooms
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Restaurants and Bars
Growler Market Distribution Channel Outlook
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Online Retailers
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Home Improvement Stores
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Specialty Beer Stores
Growler Market Regional Outlook
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North America
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Europe
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South America
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Asia-Pacific
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Middle East and Africa
| Report Attribute/Metric |
Details |
| Market Size 2022 |
5.89(USD Billion) |
| Market Size 2023 |
6.17(USD Billion) |
| Market Size 2032 |
9.4(USD Billion) |
| Compound Annual Growth Rate (CAGR) |
4.78% (2024 - 2032) |
| Report Coverage |
Revenue Forecast, Competitive Landscape, Growth Factors, and Trends |
| Base Year |
2023 |
| Market Forecast Period |
2024 - 2032 |
| Historical Data |
2019 - 2022 |
| Market Forecast Units |
USD Billion |
| Key Companies Profiled |
Urban Growler Brewing Company, Miss Grass, Igloo, GrowlerWerks, Hydro Flask, BevGuard, Back Tap Growler Co., Mammoth Tanks, Bantam Bagel, Ready2Sip, Cask Canning Solutions, Craft Growlers, SYNEK, Tap Growler, Beverage Elements |
| Segments Covered |
Material, Capacity, Type, Usage, Distribution Channel, Regional |
| Key Market Opportunities |
Craft beer popularity Home brewing expansion Ecommerce growth Sustainability initiatives Product innovation |
| Key Market Dynamics |
Rising craft beer consumption, growing popularity of homebrewing, increasing demand for sustainable packaging, expanding online sales channels, technological advancements |
| Countries Covered |
North America, Europe, APAC, South America, MEA |
Frequently Asked Questions (FAQ) :
The Growler Market is expected to reach a valuation of USD 6.17 billion in 2023.
The Growler Market is projected to register a CAGR of 4.78% from 2024 to 2032.
North America is expected to hold the largest market share in the Growler Market due to the growing popularity of craft beer and the increasing number of breweries in the region.
Growlers are primarily used for storing and transporting beer, but they can also be used for other beverages such as kombucha, cold brew coffee, and wine.
Some of the key competitors in the Growler Market include GrowlerWerks, Stanley, Hydro Flask, and Takeya.
The growth of the Growler Market is being driven by the increasing popularity of craft beer, the growing number of breweries, and the increasing demand for sustainable packaging solutions.
Some of the challenges facing the Growler Market include the high cost of production, the limited shelf life of beer in Growlers, and the competition from other beverage packaging solutions.
Some of the key trends in the Growler Market include the increasing popularity of smaller Growlers, the growing demand for Growlers with innovative features, and the increasing use of Growlers for non-beer beverages.
The Growler Market in the Asia-Pacific region is expected to register a CAGR of 5.2% from 2024 to 2032.
Some of the key opportunities in the Growler Market include the growing demand for sustainable packaging solutions, the increasing popularity of craft beer in emerging markets, and the development of new and innovative Growler designs.
