Service Station Retailing in Hungary
Datamonitor, March 2010, Pages: 6
Based on essential market data and insight into the country's leading fuel retailers, this brief provides you with an up-to-date picture of the service station retailing market. In addition to outlining site numbers, fuel sales, competitor shares, c-store, car wash and automatic network data, it also details retailers' fuels, c-store, car wash and card product offerings.
Scope
- Data and analysis based on an annual programme of research with national service station retailers and delivered in a useable presentation format.
- A country synopsis followed by a market examination of fuel demand and value, total service stations and vehicle numbers for 5 years to January 2009.
- A review of the competitive landscape including fuel sales by service station brand, motorway and unmanned formats and shop and car wash information.
- Insight into the main competitors' propositions for fuels, c-store, food service, cards and car wash as well as ownership and network expansion plans.
Highlights of this title
Petrol volumes declined by 3% in 2008, compared to a marginal increase of 0.7% in 2007. Similar to diesel, this can partly be attributed to a price increase of 8% in 2008. In comparison, petrol prices in Hungary increased by 2% in 2007 on the previous year, to an average of EUR1.23. In Hungary, total car parc growth slowed in 2009 over 2008.
Hungary's service station network has been expanding since 2005. In 2009, the number of service stations increased by 3%, driven by site additions by major players including Lukoil, Agip and Shell. The country's top five players account for almost 88% of the total fuel volumes sold in Hungary. MOL is the market leader with over a third of sales.
In Hungary, over a quarter of service stations have a car wash facility, with MOL being the largest player in terms of the number of service station car washes. The combined networks of MOL, OMV and Agip service stations account for over three-quarters of all service station car washes in Hungary.
Key reasons to purchase this title
- Develop new marketing ideas for your service station shop, car wash and card propositions by examining the activities of other players across Europe.
- Access a clear overview of the competitive position and operations of key fuel retailers. This is particularly useful for suppliers to the sector.
- Assess how the competitive position of the country's service station brands is evolving and identify new emerging players.
Service station market overview
Brief synopsis of the service station market and basic commentary regarding fuel consumption, fuel prices, network changes, motorway sites, unmanned sites and shop and car wash penetration.
Market level charts showing:
Total service stations and population per car over time, over five years
Cars/population per service station, over five years
Total fuel consumption/Average fuel volumes per car/Average fuel volumes per service station, over five years
Global oil prices/95 Octane petrol/98 Octane petrol prices/Autodiesel prices, over seven years
Total diesel sales value in €/Total petrol sales value in €/Average fuel spend per car in €/Average fuel spend per service station in €, over five years
Total motorway service stations, over five years
Total unmanned service stations, over five years
Company level charts showing:
Service station network size by brand, 2009
Motorway service stations by brand, 2009
Unmanned service stations by brand, 2009
Fuel volume market share by brand, 2008
Top five fuel retailers fuel and network information, including:
Network size
Fuel volume market share
Unmanned sites
Average throughput
Types of fuel sold
Dealer owned network size
Additional secondary information, e.g. LPG sites, planned expansion/divestments
Top five fuel retailers shop sites, including:
Shop network, over five years
Secondary shop/convenience store information
Top five fuel retailers car wash sites and secondary car wash information
Car wash network, over five years
Secondary car wash information, e.g. manufacturers used and prices.
Top five fuel retailers private loyalty card and business fuel card offerings
Basic marketing information on card features, such as network acceptance and incorporated services and pictures of loyalty and fuel cards.
ANALYSIS SUMMARY
Service station fuel consumption has increased slightly, while high pump prices increased the value of fuel sales in Hungary
In Hungary, the car parc growth rate has declined in 2009
Hungary's service station network expanded by 3.4% in 2009
The proportion of diesel cars in Hungary is increasing
Total fuel volumes increased marginally by 0.4% in 2008
High global oil prices pushed up pump prices in 2008
Fuel sales value increased for both petrol and diesel in 2008
Less than 1% of service stations in Hungary are unmanned
The number of motorway service stations has increased in 2009
Hungary has a concentrated service station market
The top five players account for 58% of the service station network
All unmanned sites operate under the AS24 brand name
Shell and MOL account for 55% of all motorway sites
The top five players have an 88% fuel volume share
MOL is the Hungarian service station market leader
MOL has the largest number of service stations in Hungary
Shell has the largest number of motorway service stations
Almost 10% of all service stations in Hungary are OMV branded
Agip sites sell 9% of the total fuel volumes in Hungary
Tesco has leased its service station network to Shell
The Hungarian market has a high penetration of service station shops
Over 80% of all service stations in Hungary feature a shop
MOL, Shell and OMV account for half of all service station shops
Six fuel retailers have a 100% shop penetration rate
MOL has the highest number of shops in Hungary
All Shell branded sites feature a shop in Hungary
OMV ranks third in Hungary's service station shop network
Over 80% of all Agip branded service stations feature a shop
All 48 Tesco service stations in Hungary feature a shop
In Hungary, less than a third of all service stations have a car wash facility
28% of all service stations in Hungary have a car wash facility
MOL, OMV and Agip account for 75% of all car wash sites
MOL has the highest number of sites with a car wash
Shell sites account for 14% of all service station car washes
OMV has a car wash penetration of 69%
63% of Agip branded sites feature a car wash facility
All Tesco branded service stations feature a car wash
All the major oil companies offer fuel cards to business customers
MOL offers a pre-paid fuel card to private customers
Shell offers a Citibank credit card to business customers
OMV's business customers can customize their fuel cards
Agip's fleet card offers fuel discounts
APPENDIX
All data is taken from our 2009 Service Station Retailing Database
Stage one - Agree scope and definitions
Stage two - Collating the information
Stage three - Data-inputting and checks
Stage four - Full data finalization check
Further reading
Ask the analyst
Datamonitor consulting
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