The Competitive Landscape in European Forecourt Convenience Retailing

Shop sales now account for as much as 40% of total revenue at certain service station sites across Europe. Moreover, some 50% of visitors to Europe's forecourt shop sites buy shop products. This analysis identifies the value of key forecourt retailing shop markets and uncovers shop site numbers, visitor numbers and value market shares for key competitors within selected service station markets.



Report Highlights
Across Europe the average number of visitors to forecourt shops making non-fuel purchases is just over five in every 10, whilst the rest refill their fuel tank and make no additional purchases. Markets with lower proportions of shops in their national forecourt network clearly benefit from greater non-fuels sales activity per site. Germany achieves the highest average annual shop sales partly due to the relatively high average number of visitors to each of its forecourts. However, its average shop sales per customer are also the fifth highest of the markets assessed. This is bolstered by the positive shop performances of Shell, Esso and Aral. The best forecourt retailers have a share of the forecourt convenience market which is significantly in excess of their share of the shop network. Shell accounts for a quarter of forecourt shop sales in the Netherlands despite having less than a fifth of total shop sites and in the Czech Republic OMV Aral is in a similar position.


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DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
METHODOLOGY 1
ANALYSIS 2
Markets which serve few motorists per site should keep forecourt shop numbers low 2
Around half of all service stations in Europe have a shop and the figure is over 70% for many markets 2
Sweden, the Netherlands and Switzerland have the highest proportion of visitors making non-fuel purchases 3
The average basket value is highest in Sweden, Italy and Denmark 4
Markets with lower proportions of shops in their network benefit from greater non-fuels sales activity per site 5
Germany has the highest average shop sales partly due to the high visitor numbers at each of its forecourts 6
A high proportion of non-fuel customers indicates a superior shop offering 7
High fuel sales per site equates to high customer numbers for the shops of UK supermarket stations 7
Shell and Aral shops in Germany receive most customers daily, with the majority purchasing shop products 8
Shell shops manage to surpass a cluster of similarly performing competitors in the Dutch market 9
In the Czech Republic, OMV has most visitors to its shops but the majority make no shop purchases 10
COOP and Esso outperform their Swiss peers in shop customer numbers and non-fuel purchasing levels 11
Strong retailers ensure that network coverage does not compromise average shop sales 12
BP is the leader in the UK forecourt shop market despite the supermarkets achieving higher sales per shop 12
Shops on the German forecourts of Aral, Esso, Shell and TOTAL achieve sales above the market average 13
Shell accounts for a quarter of forecourt shop sales in the Netherlands with less than a fifth of total shop sites 14
Shell has the highest proportion of Swiss forecourt shop sales despite ranking fifth in average shop sales 15
The merged sites of OMV and Aral are the best performers in the Czech Republic 16
APPENDIX 17
Definitions 17
Extended methodology 17
Further reading 18
Consumer Products Database 18
European Forecourt Retailing Database 18
Category Growth in Forecourt Convenience Retailing 18
Ask the analyst 18

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Figure 1: Germany has the highest proportion of service station sites with a shop 2
Figure 2: Only 54% of visitors to Europe's forecourt shop sites make shop purchases 3
Figure 3: The average forecourt shop basket value across the markets is €4.1 4
Figure 4: Markets such as Poland and Italy can learn from the structure of the Nordic markets 5
Figure 5: Germany is the only market to achieve average annual shop sales of more than €800,000 6
Figure 6: The 64% of UK service station shop visitors who make a shop purchase spend €4 per visit 7
Figure 7: Some 55% of the customers visiting an average service station shop purchase non-fuel products 8
Figure 8: For all players except Shell, over 70% of shop visitors purchase non-fuel items 9
Figure 9: Agip, Esso, Slovnaft and Benzina successfully encourage non-fuel purchasing 10
Figure 10: Four players exceed the market average number of customers per shop per day 11
Figure 11: Tesco service station shops have a 12% share of the forecourt convenience market 12
Figure 12: Aral sites are estimated to account for a third of sales on the German forecourt shop market 13
Figure 13: The shops at Shell, Gulf, BP and Esso stations all have sales above the market average 14
Figure 14: COOP exceeds Esso in shop sales although both have the same shop network coverage 15
Figure 15: Shops on OMV Aral sites account for almost a quarter of forecourt shop sales 16

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