Future Market Insights sent over some insights on the growlers market from its published report, “Global Growlers Market: Industry Analysis and Opportunity Assessment, 2018–2028.” In terms of revenue, the global growlers market is estimated to expand at a CAGR of 2.7 percent during the 2018-2028, owing to numerous factors, about which FMI offers thorough insights and forecasts in this report.
Beer consumption patterns are evolving, dictating demand drowth of growlers
Top alcohol markets such as the U.S. have been moving toward 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 percent above valued and mainstream brands, which has impacted the growlers market positively. Simultaneously, the number of independent microbreweries in the U.S., Germany, and other major economies is also increasing, which is another factor driving the growlers market.
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 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.
Non-glass growlers highly recommended, growler sales to face challenge from growing popularity of crowlers
FMI’s analysis suggests that developed economies tend to create short-term demand and growlers have emerged as an effective packaging solution to cater to this demand. Their reusability makes them ideal for beer packaging and also helps save packaging costs. However, the beer packaged in clear glass growlers is always probable to lose its flavor. The use of dark glass growlers, ceramicgrowlers, and stainless steel growlers is thus recommended for long-time storage.
Breweries spend millions of dollars on their beer packaging lines to ensure low oxygen levels and freshness of beer for a longer period of time. However, beer goes flat within 24-28 hours of opening the growler, irrespective of the type of growler it is stored in. This may lead to a decline in growler production in the near future. Promising growth in the popularity of crowlers as a superior, more convenient alternative to growlers will reportedly hamper the sales of latter in coming years.
Global vendor landscape remains highly fragmented in growlers market
Key manufacturers in the global growlers market profiled in this report include– William Croxson & Sons Limited, DrinkTanks Corporation, Alpha Packaging Inc., Ardagh Group S.A., Klean Kanteen, Inc., Novio Packaging B.V., Berlin Packaging, LLC, MJS Packaging, Inc., Saxco International, LLC, Boelter Companies, Zenan Glass, Hydro Flask, Global Glass Solutions, GrowlersWerks, Inc., PortlandGrowlers Co., and ORANGE Vessel Co.