Product Insights: Global Tradeshow Update – Food & Drink Expo 2012

THIS BRIEF IS DELIVERED IN A POWERPOINT PRESENTATION FORMAT.
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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,
Fuel volume market share by brand,
Motorway service stations by brand,
Unmanned service stations by brand, 2011
Competitor ranking in 2010 compared to
•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 total number of service stations in Germany decreased marginally in
The top five fuel retailers account for just over half of all sites
Aral and Shell dominate the fuel retail market in Germany
Half of the motorway sites operate under the Shell or Aral brand
Avia operates the largest network of unmanned stations
Almost a quarter of fuel volume sales come from Aral sites
Shell is close behind Aral in terms of fuel volume share
Jet has the highest average fuel throughput per site in Germany
Esso lost half a percentage point in market share in
TOTAL has a 7.5% fuel volume share in Germany
•Germany has a high service station shop penetration of almost 95%
Independent smaller players account for almost 40% of all forecourt shops
Four of the top five players have a shop at every service station
Aral has a Facebook page offering discounts at its Petit Bistro
15% of German sites with a shop operate under the Shell brand
More than half of Esso sites offer Tchibo hot coffee-to-go
Café Bonjour is present at about half of TOTAL’s sites
A Spar Express is present at 40% of all Jet-branded sites
•Around three quarters of service stations feature a car wash
Shell and Aral account for 40% of all service station car washes
Every single Shell-branded site in Germany has a car wash
Aral features a car wash at over 80% of all its service stations
The number of Esso sites with a car wash fell slightly in
TOTAL offers prepaid car wash cards for customers
A quarter of all Jet-branded sites feature a car wash in Germany
•In 2010, total fuel consumption in Germany increased by 0.6%
The number of cars per service station rose by 1.2% in
The German car parc has grown by 2.3% since
The proportion of diesel cars in Germany has increased to 28%
Fuel volume sales per site have increased by 5.5% since
Fuel prices rebounded in 2010 after a fall in
Fuel sales values grew slightly in 2010 on the previous year
The number of motorway sites has been declining since
The number of unmanned stations grew by 13.1% in

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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