Service Station Retailing in Denmark 2011
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 Denmark. 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.
- 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 Denmark.
- 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.
The number of service stations in Denmark 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 Denmark 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 Denmark and has launched a new café concept focusing on providing meal options along with a place for drivers to relax and take a break.
- Who are the top five players in the Danish 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 Denmark?
- 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?
Table of contents
•Please select the Slidepack download option
•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:
Company owned and dealer owned sites
Fuel volume market share
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
•During 2010, service station numbers increased marginally in Denmark
OK and Shell account for nearly half of all service stations in Denmark
Statoil, Shell, and OK together hold two-thirds of fuel volume share
Statoil and Q8 are the top players in terms of number of motorway sites
Denmark’s top player, OK, operates the highest number of unmanned sites
OK is the leading Danish player in terms of site numbers and fuel volume
Shell is the second largest player in terms of service station numbers
Statoil’s number of service stations declined by 13 sites during 2010
Q8 accounts for over 11% of all service stations in Denmark
Uno-X's unmanned network grew by over 6% during 2010
•The number of service station shops fell by 2.2% in 2010
Statoil, Shell, and Q8 dominate the Danish service station shop market
Three of Denmark’s top players have shops at over half of their sites
Statoil has launched a new café concept in Denmark
Selected Shell-branded service stations feature 7-Eleven shops
Q8 is expanding its Qvik To Go shop format across its fuel retail network
Over 5% of all Uno-X service stations feature a shop
•The number of car washes in Denmark has been rising gradually since 2007
Shell and Statoil operate 55% of all car wash sites in Denmark
Shell operates the highest number of car washes in Denmark
The number of Statoil sites dropped by nearly 10% in 2010
Almost 70% of all Q8-branded service stations feature a car wash
Over a third of Uno-X sites feature a car wash
OK has the smallest car wash presence of the top five players
•Fuel volume sales in Denmark fell by 3% in 2010
The number of service stations has declined by over 3% since 2007
Denmark’s car parc continues to rise steadily
Diesel cars make up nearly a quarter of all registered cars in Denmark
The average fuel volume per service station dropped by 2% in 2010
Fuel prices rose in 2010 after a drop in the previous year
The average fuel spend per car rebounded by over 10% in 2010
The number of motorway service stations has remained largely unchanged in recent years
Unmanned sites account for nearly two-thirds of the Danish network
•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
•Ask the analyst
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