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Following the Leaders in Premium Fuel Retailing in Europe
Datamonitor, Sep 2007, Pages: 19
Introduction
Since the launch of the Shell Optimax brand in 2001, the use of premium fuels has grown and they now account for a significant part of European fuel sales in selected markets. Fuel retailers are interested in differentiated fuel offerings. This brief examines the penetration of premium petrol and diesel in key European markets and reviews the major premium fuel providers.
Scope
An overview of the leading premium fuel brands and their availability, both in terms of site numbers and as a proportion of total company sites. Premium fuel penetration by market, in volume terms and as a proportion of total petrol and diesel sales. Information on the main promotional activities and marketing campaigns of the key premium fuel retailers. Predictions on the penetration of premium petrol and diesel volumes across selected European fuel markets to 2010.
Highlights
Although most major oil companies in Europe have a premium fuel offering, the proportion of their service stations selling premium fuel varies. Shells V-Power petrol is available at 82% of Shell service stations across 15 European markets whereas Agips BluSuper premium petrol is available at under half of its sites in France and Italy. Oil companies have led focused marketing campaigns to encourage the consumption of premium fuels. Marketers do not use the same message for premium petrol and premium diesel. Environmental protection is the core marketing message of premium diesel promotions whilst improved engine care is the core marketing message of premium petrol promotions. The penetration of premium fuels varies greatly by market. Luxembourg has the highest penetration rate in Europe with premium petrol and diesel accounting for over 10% of total fuel volume sales. Ireland has one of the lowest penetration rate with premium fuels accounting for less than 1% of total fuel sales.
Reasons to Purchase
Measure the availability of premium fuel brands across Europe, both in terms of total site numbers and proportion of company sites. Uncover the core marketing messages and channels used by retailers to promote premium fuels. Learn the extent to which premium petrol and diesel have penetrated the European motor fuel market and relative consumption by market.
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