The Penetration and Performance of Motorway Sites in European Fuel Retailing

As motorway service stations are considered by fuel retailers as their most valuable sites, companies need to know where the opportunities for expansion on motorways are the greatest. This analysis identifies the markets in which motorway service station development has been greatest, which companies have been driving this and where growth is likely to take place in the future.



Report Highlights
Recent growth in motorway site builds has been greatest in Eastern Europe and Poland stands out as having the most developments. Having built nine sites between 2004 and 2007, PKN Orlen has been exclusively responsible for growth in Poland. Large motorway building projects currently underway in Eastern Europe, and especially in Poland will be the key drivers of future motorway service station growth. Once all of the planned motorways in Poland have been completed, it is estimated that an extra 100 motorway service stations will have been added to the national refuelling network. One of the advantages of motorway service stations is their high average fuel throughput. Other benefits of motorway service stations include the opportunities to expand non-fuel sales and the ability to place a premium on non-fuel products.


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DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
SOURCES 1
ANALYSIS 2
The motorway service station sector is growing at the fastest rate in eastern Europe 2
In Europe, Finland has the highest proportion of motorway service stations within its public refueling network 2
The increase in motorway service stations has been especially strong in Poland 3
PKN Orlen is responsible for the increase in motorway service stations in Poland 4
Across Europe PKN Orlen and Teboil have increased their motorway service stations at the fastest rate 5
In most European markets motorway service stations are an increasingly important part of Shell's network 6
BP has focused on developing its service station network in Portugal 7
Motorway building programs and lax regulatory structures have a strong influence on the growth of the motorway service station sector 8
Motorway building programs and growing trade in eastern Europe have provided an array of opportunities for the construction of new sites 8
The number of service stations located on motorways in eastern Europe will continue to increase at a rapid pace 9
National regulatory systems have a strong influence on opportunities within the motorway service station sector 10
Fuel retailers are attracted to the numerous benefits offered by motorway service station sites 11
Fuel retailers are under less pressure to compete on price at their motorway service stations than at their standard sites 11
Fuel retailers sell substantially higher volumes of fuel through their motorway sites than at their regular sites 12
Motorway sites provide fuel retailers with a strong opportunity to expand their non-fuel sales 13
Motorway service stations are perceived as a good way for fuel retailers to cater for their entire customer base 14
APPENDIX 15
Further reading 15
Ask the analyst 15
Datamonitor consulting 15
Disclaimer 15

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Table 1: Poland is adding almost 2,000km to its motorway network 9


Figure 1: In Finland, 11% of the service stations are located on the motorway 2
Figure 2: The number of motorway service stations in Poland grew by 150% between 2004 and 2007 3
Figure 3: PKN has added 9 motorway sites to its network since 2004 4
Figure 4: Motorway sites held by Teboil and PKN have risen by 350% and 160% 5
Figure 5: 18% of Shell's service station network in France is located on the motorway 6
Figure 6: Motorway service stations account for an increased proportion of BP's network in European markets 7
Figure 7: Fuel purchased at motorway service stations can be up to 6% higher than at standard service stations 11
Figure 8: A motorway service station can have an average throughput three times higher than a standard site 12
Figure 9: In many European countries, the number of commercial fuel card per company vehicle in increasing 14

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