Supermarket Fuel Retail in Europe: Market Size, Retailer Strategies and Competitive Success

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Supermarket Fuel Retail in Europe: Market Size, Retailer Strategies
and Competitive Success
Published on May 2010

Report Summary

Introduction

The penetration of supermarkets into the European fuel retailing market varies widely between individual countries and is influenced
by specific individual market dynamics and characteristics. This report assesses the impact supermarkets have had in breaking into
the fuel retailing market in selected European countries and how this has been achieved.

Scope

*Analysis into the sites and volumes fuel retailing market shares held by supermarkets and non-supermarkets in various European
markets.

*Insight into progress made by supermarkets in fuel retail and the main strategies adopted in specific markets to win market share
from oil companies.

*An overview of how market conditions influence the penetration of supermarkets into fuel retailing and how oil companies are
seeking to counter this.

*Profiles of key supermarket retailers active in the fuel retailing sector including coverage of their fuel, non-fuel and card offerings.

Highlights

Consumers are increasingly being driven to supermarket service stations because they typically offer cheaper fuel prices and enticing
promotional campaigns. As shown by Datamonitor research, 13% of motorists in Europe are increasingly refilling at supermarket
service stations.

While driving customer footfall at their hypermarkets and supermarkets remains the biggest driver for supermarket fuel retailers,
several players in the more mature markets are expanding their fuel offerings in line with changing environmental regulations and
consumer demands.

With the entry of discounters, the landscape of the European service station retail industry may change significantly, as they will serve
to increase pressure on prices in an already low-margin business. Consequently, traditional fuel retailers will need to balance their
prices with their product and service offerings in order to stay competitive.

Reasons to Purchase

*Formulate market share objectives for your company and assess performance against your peers in the supermarket fuel retail
sector.

*Develop superior strategies to those of your competitors by understanding the key components of a successful supermarket fuel

Supermarket Fuel Retail in Europe: Market Size, Retailer Strategies and Competitive Success Page 1/7


retail business.

*Make informed investment decisions by uncovering the size of the supermarket fuel retail market and the nature of the competition
within it.

Table of Content

TABLE OF CONTENTS
Overview 1
Summary 1
Executive Summary 2
Cheaper pricing and promotions is the mainstay of supermarket fuel retailing strategy. 2
Supermarkets' fuel quality has become a less of an issue for consumers. 2
Supermarkets in mature markets are expanding their fuel offerings. 2
Most supermarkets are not focused on the convenience aspect of service station retailing. 2
France, the UK and Switzerland lead in terms of supermarket service station penetration. 2
Germany, Italy and Belgium are the challenging markets for supermarket service stations. 2
Strategic Issues 10
Supermarket service stations primarily focus on cheaper fuel prices and promotional offers 10
Consumer perceptions about supermarket fuel quality will likely improve in the near term 11
Supermarket fuel retailers are expanding their fuel offer in line with government regulations 12
Few supermarket retailers have standalone service stations 12
Most supermarket service stations do not have a forecourt shop 13
The world's biggest discounter, Aldi, is now opening service stations at its hypermarkets 13
European Overview 14
In France, the UK, and Switzerland, supermarkets hold a double-digit fuel volume share 14
Supermarkets have a lower network share than fuel volume share 14
Supermarket Service Station Market in France 17
In France, supermarkets have a fuel volume share of over 56% 17
French supermarket retailers have standalone service stations 19
Supermarkets are at the forefront of the French government's biofuels initiatives 19
TOTAL and Shell are planning to reduce the number of fuel outlets in the next two years 20
Intermarché is the second biggest fuel retailer in France 21
Carrefour has the second largest supermarket service station network in France 23
Système U has the largest number of car wash facilities among supermarket retailers 24
Leclerc's entire service station network is unmanned 26
Supermarket Service Station Market in the UK 28
Supermarkets account for one-third of total fuel sales in the UK 28
Tesco is the market leader among all the supermarket players in the UK 29
Consumers are increasingly being attracted by supermarkets' aggressive pricing strategies 29
In the UK, most supermarket service stations have separate forecourt shops 30
Supermarkets do not have standalone service stations in the UK 30
The UK service station network has contracted by 13% since 2005 30
Tesco has the largest supermarket service station network in the UK 32
Morrisons offers a fuel card to business customers 34
Sainsbury has the third largest number of supermarket service stations in the UK 36
Asda grabs public attention by initiating price cuts 38



Supermarket Service Station Market in Switzerland 40
Switzerland has a concentrated service station retail market 40
Supermarkets have standalone service stations in Switzerland 41
Migrol has partnered with Shell to expand its fuel offering 42
Coop is the second largest fuel retailer in Switzerland 43
Migrol service stations sell Shell branded fuels 45
Supermarket Service Station Market in Spain 48
The penetration of supermarkets in the Spanish service station retail market is quite low 48
Supermarket service stations are set to grow as the government reduces restrictions 49
Supermarket service stations are gaining in popularity in Spain 50
Most Spanish supermarket service stations do not feature a forecourt shop 50
Carrefour has the largest service station network among Spanish supermarket players 51
Eroski fuel outlets were ranked highest in the 2009 ISSCE Consumer Satisfaction Index 52
Alcampo, a subsidiary of Auchan, also has supermarket service stations in Spain 55
Supermarket Service Station Market in the Czech Republic 57
Supermarkets have a high single-digit fuel volume share in Czech Republic 57
The Czech Republic has a high density of service stations 59
Czech motorists have been switching to supermarkets for their fuel 59
Ahold is the largest supermarket fuel retailer in the Czech Republic 61
Globus offers a pre-paid card for car washes in the Czech Republic 62
Tesco has service stations in the Czech Republic as well as Slovakia, and Hungary 63
Supermarket Service Station Market in Poland 64
The number of supermarket service stations in Poland has grown rapidly since 2005 64
The Polish service station retail market is fragmented 65
Supermarket retailers are likely to expand their service station networks in the near term 66
In Poland, Carrefour has the largest network of supermarket service stations 67
Tesco has the second largest number of supermarket service stations in Poland 68
Supermarket Service Station Market in Belgium 71
Supermarket penetration in the Belgian service station retail market is low 71
Belgium's service station network is highly concentrated 71
Colruyt owns the largest supermarket service station network in Belgium 73
Other countries 75
Other countries have low rates of supermarket service station penetration 75
Very few supermarket players in Germany have their own branded service stations 75
Italy has very few supermarket branded service stations 76
Auchan-owned Jumbo, opened the first supermarket fuel outlet in Portugal 77
In Ireland, Tesco has service stations alongside its stores 77
APPENDIX 79
Definitions 79
Methodology 79
Further reading 79
Ask the analyst 80
Datamonitor consulting 80
Disclaimer 80

TABLE OF FIGURES
Figure 1: 13% of motorists are using supermarkets more 10
Figure 2: Supermarkets have received a great deal of media attention for their expansion into the service station channel 11
Figure 3: Supermarket penetration in Europe by fuel volume share 14



Figure 4: Supermarket penetration in Europe by number of service stations 15
Figure 5: Number of service stations by company in France 18
Figure 6: Market share by company in France 19
Figure 7: Growth of service stations in France (2005'2010e) 20
Figure 8: A Mousquetaires service station in France 21
Figure 9: Intermarché's sub-brand Roady offers vehicle repairs, equipment and breakdown services 22
Figure 10: Intermarché's Mousquetaires credit card 22
Figure 11: A Carrefour service station in France 23
Figure 12: Carrefour's fuel vouchers for business customers 24
Figure 13: A Système U service station in France 25
Figure 14: Système U's Visa card 25
Figure 15: A Leclerc service station in France 26
Figure 16: Leclerc's Energeo fuel card 27
Figure 17: Number of service stations by company in the UK 28
Figure 18: Market share by company in the UK 29
Figure 19: Growth of service stations in the UK (2005'2010E) 31
Figure 20: A Tesco service station in the UK 32
Figure 21: Tesco's Clubcard, Clubcard credit card and promotional offer on fuel 34
Figure 22: A Morrisons service station in the UK 35
Figure 23: Morrisons Miles card and fuelGenie card 36
Figure 24: A Sainsbury service station in the UK 37
Figure 25: Sainsbury bundles shop products and fuel in promotional offers 38
Figure 26: An Asda service station in the UK 39
Figure 27: Number of service stations by company in Switzerland 40
Figure 28: Market share by company in Switzerland 41
Figure 29: Growth of service stations in Switzerland (2005'2010E) 42
Figure 30: A Coop service station in Switzerland 43
Figure 31: Coop service stations are located alongside Coop Pronto convenience shops 44
Figure 32: Coop's Super card functions as a credit card as well as a loyalty card 44
Figure 33: Migrol's new format Migrolino shop 46
Figure 34: Migrol's fuel cards for private and business customers 47
Figure 35: Number of service stations by company in Spain 48
Figure 36: Market share by company in Spain 49
Figure 37: Growth of service stations in Spain (2005'2010E) 50
Figure 38: A Carrefour service station in Spain 51
Figure 39: Carrefour's El Club card 52
Figure 40: An Eroski service station in Spain 53
Figure 41: Eroski Red Visa card and Cajastur credit cards 54
Figure 42: An Alcampo service station in Spain 55
Figure 43: Alcampo's payment card offers discounts on fuel 56
Figure 44: Number of service stations by company in Czech Republic 57
Figure 45: Market share by company in Czech Republic 58
Figure 46: Growth of service stations in Czech Republic (2005'2010E) 59
Figure 47: An Albert service station in the Czech Republic 61
Figure 48: The Pecet Kvality stamp denotes fuel quality 61
Figure 49: A Globus service station in the Czech Republic 62
Figure 50: Globus' pre-paid car wash card 63
Figure 51: Number of service stations by company in Poland 64
Figure 52: Growth of service stations in Poland (2005'2010e) 65
Figure 53: Market share by company in Poland 66



Figure 54: A Carrefour service station in Poland 67
Figure 55: Carrefour's Visa Card in Poland 68
Figure 56: A Tesco service station in Poland 69
Figure 57: Tesco's MasterCard and promotional offer in Poland 70
Figure 58: Number of service stations by company in Belgium 71
Figure 59: Market share by company in Belgium 72
Figure 60: A DATS 24 service station in Belgium 73
Figure 61: DATS 24 fuel card 74
Figure 62: A Jumbo service station in Portugal 77
Figure 63: A Tesco service station in Ireland 78

TABLE OF TABLES
Table 1: Carrefour offers discount coupons on fuel purchases 68



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Supermarket Fuel Retail in Europe: Market Size, Retailer Strategies and Competitive Success