Service Station Retailing in Estonia 2011

Verdict Research Limited, February 2012, Pages: 52

Based on Verdict's proprietary market data and insight into key fuel retailers, this brief provides you with an up-to-date picture of the fuel retailing market in Estonia. In addition to outlining service station numbers, fuel sales, competitor shares, and fuel and site forecasts, it also details retailers' c-store, car wash, and unmanned site numbers, with an overview of their product offerings.

Scope:

- Benchmark your service station retail offer against the major national players in the sector by examining their number of sites, shops and car washes.
- Develop new marketing ideas for your service station shop, car wash and card propositions by examining the activities of other players across Estonia.
- Make informed pitches to potential partners by gaining insights into the major retailers’ networks, market shares, fuel throughputs, and future plans.
- Assess overall market entry potential by accessing key market indicators including registered cars, national fuel volumes, and average prices.<

Highlights:

- The service station network in Estonia expanded marginally in 2010, and there were 449 sites as of January 2011. Alexela Oil operates the highest number of fuel retail sites in Estonia. Over a third of all forecourt sites in Estonia are unmanned, including all 46 Neste sites and 32 Alexela Oil sites.
- The top five fuel retailers in Estonia account for 84.5% of fuel volumes sold, despite operating only 52.3% of sites. Statoil has the largest fuel volume share in Estonia of around 30%. Neste and Olerex follow in the second and third spots, respecitively, in terms of market share.
- Over 60% of service stations in Estonia feature a shop. This proportion has been gradually declining as the proportion of unmanned sites has been on the rise. A car wash is present at only 15% of service stations in Estonia, making it a relatively underdeveloped market.

Key questions answered:

- Who are the top five players in the Estonian service station retail market and how many sites, shops, and car washes do they have?
- What is the market share and average fuel throughput per site of the top five players in Estonia?
- How is the service station network evolving and which players are opening new outlets, as well as increasing forecourt shops and car washes?
- What strategies do the key players have across their fuel and non-fuel offerings in terms of products sold, branding, partnerships and suppliers used?

CONTENTS SUMMARY
Service station competitor overview
A metrics of the top three fuel retailers in terms of fuel volume share and the number of service stations, motorway sites, unmanned sites, shops, and car wash.
Service station market overview
A brief synopsis of the service station market and basic commentary regarding fuel consumption, fuel prices, network changes, fuel volumes and network forecasts, motorway sites, unmanned sites, and shop and car wash penetration.
Company level charts showing:
Service station network size by brand, 2010
Fuel volume market share by brand, 2010
Motorway service stations by brand, 2011
Unmanned service stations by brand, 2011
Competitor ranking in 2010 compared to 2009
Top five fuel retailers’ fuel and network information, including:
Network size
Motorway sites
Unmanned sites
Company owned and dealer owned sites
Fuel volume market share
Average throughput
Types of fuel sold
Additional secondary information, e.g. LPG sites, planned expansion/divestments
Top five fuel retailers’ shop sites, including:
Shop network and penetration, over five years
Shop proposition, brand name, partnerships, and additional secondary information
Top five fuel retailers’ car wash sites, including:
Car wash network and penetration, over five years
Car wash types, manufacturers, and additional secondary information
Top five fuel retailers commercial fuel card and B2C loyalty card offerings
Basic marketing information on card features, such as network acceptance and incorporated services, and pictures of loyalty and fuel cards.
Market level charts showing:
Total service stations, cars per service station, and population per service station, over five years
Car parc and population per car, over five years
Proportion of petrol and diesel cars, over five years
Total fuel volume sales through service stations, average fuel volumes per car, average fuel volumes per service station, over five years
Global oil prices, 95 octane petrol prices, 98 octane petrol prices, and autodiesel prices, over eight 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

ANALYSIS SUMMARY
The service station network in Estonia expanded marginally in 2010
Alexela Oil has the highest number of service stations in Estonia
Statoil and Neste together have over 50% fuel volume share
59% of motorway sites operate under the Statoil or Olerex brands
All of the major players operate unmanned sites in Estonia
Statoil operates five automatic Statoil 1-2-3 sites in Estonia
Neste sites operate under the A24 banner in Estonia
Olerex’s retail network expanded by three sites in 2010
Alexela Oil plans to add e-vehicle charging points to its sites
Lukoil’s fuel volume share dropped by two percentage points
The number of sites with a shop has fallen slowly since 2007
Statoil has the most developed forecourt shop offer in Estonia
Less than two thirds of service stations feature a shop in Estonia
Food-to-go at Statoil shops is sold under the Made to Go brand
Shops at Olerex-branded sites are open 24 hours a day
Lukoil’s share of forecourt shops fell by 0.8 percentage points
The proportion of Alexela sites with a shop is on the rise
The number of service stations with a car wash is growing
Over a third of car washes are situated at Statoil-branded sites
Almost half of Statoil’s sites feature a car wash
The proportion of Alexela sites with a car wash rose to 12.5%
Olerex added car washes to two sites in 2010
Lukoil’s share of the car wash market fell in 2010
The number of Neste sites with a car wash remains unchanged
Total fuel consumption in Estonia grew by 3.4% in 2010
The number of service stations rose by four sites in 2010
The Estonian car parc grew by 2.6% in 2010
The proportion of diesel cars in Estonia is rising gradually
Fuel volume sales per site rose by 2.7% in 2010
The price of petrol and diesel is almost identical in Estonia
Fuel sales values per car leapt by 20.2% in 2010
The number of motorway sites has almost doubled since 2007
Over a third of service stations in Estonia are unmanned

APPENDIX
All data are taken from our 2011 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
Disclaimer

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