Service Station Retailing in Norway 2011
Verdict Research Limited, April 2012, Pages: 51
Service Station Retailing in Norway outlines recent movements in the national petrol station network, fuel volume sales, network ownership, market shares, and site forecasts while also analyzing retailers' fuel, shop, car wash, and card proposition.
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 Norway. 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 Norway.
- 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 number of service stations in Norway rose marginally during 2010, after five years of decline. Most major players divested sites in 2010 except Q8, which added five sites. In 2010, the proportion of unmanned sites rose further to 65%.
- Fuel volume sales at service stations in Norway declined by 3% in 2010, marking a slowdown in the rate of sales decline. Petrol consumption declined by 5%, while diesel consumption increased by almost 2%. Despite the fall in overall consumption, the higher fuel prices led to an upswing of 14% in average fuel sales per service station.
- The proportion of service stations with a shop continued to decline, with just over 30% of sites featuring a shop as of January 2011. Statoil has the highest number of forecourt shops in Norway and has launched a new café concept focusing on providing meal options along with a place for drivers to relax and take a break.
Reasons to Purchase
- Who are the top five players in the Norwegian 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 Norway?
- 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
- Metrics for the top three fuel retailers in terms of fuel volume share and the number of service stations, motorway sites, unmanned sites, shops, and car washes.
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, 2011
- 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 euros, total petrol sales value in euros, average fuel spend per car in euros, average fuel spend per service station in euros, over five years
- Total motorway service stations, over five years
- Total unmanned service stations, over five years
ANALYSIS SUMMARY
The total number of service stations in Norway fell by 1.0% during 2010
- Statoil and Shell make up over half of the Norwegian fuel retail network
- Statoil leads the fuel retail market with a 32% fuel volume share
- Shell accounts for almost a third of Norway’s motorway service stations
- Statoil has the largest network of unmanned stations in Norway
- Statoil’s unmanned site network expanded by 38% in 2010
- Shell has launched a new fuel, V-Power Nitro+, in Norway
- Esso has a 20% share in Norway’s fuel retail market
- Uno-X Energi plans to add 50 sites over the next three years
- St1 has rebranded all former Jet-branded service stations
The number of service stations with a shop fell by almost 10% in 2010
- A third of all forecourt shops in Norway are located at Shell sites
- The top four fuel retailers account for 94% of sites with a shop
- Food service at Shell shops operates under the Fresh banner
- Statoil introduced a pink coffee travel mug to target females
- Just under 90% of all Esso-branded stations feature a shop
- Over half of Uno-X Energi’s network features a shop
The number of sites with a car wash in Norway has grown by 6% since 2007
- Statoil is the leading operator of service station car washes in Norway
- Statoil has self-service car wash bays at most of its sites
- Esso’s site network has the highest car wash penetration in Norway
- Just under 60% of all Shell service stations feature a car wash
- A third of Uno-X Energi’s sites feature a car wash
In 2010, total fuel consumption declined by 1.1% in Norway
- The total number of service stations in Norway declined by 1% in 2010
- The Norwegian car parc grew by almost 5% in 2011
- Over a third of registered cars in Norway are diesel powered
- Average fuel volume sales per site have been declining since 2008
- Norway’s fuel prices soared in 2010, in line with global oil prices
- In Norway, diesel fuel sales value rose by 18% in 2010
- About 4% of service stations in Norway are located on motorways
- A fifth of Norway’s service stations 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
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