Service Station Retailing in Belgium

Introduction

Based on Datamonitor's market data and insight into the country's leading fuel retailers, this brief provides you with an up-to-date picture of the service station retailing market. In addition to outlining site numbers, fuel sales, competitor shares, c-store, car wash and automatic network data, it also details retailers' fuels, c-store, car wash and card product offerings.

Scope

*Data and analysis based on an annual programme of research with national service station retailers and delivered in a useable presentation format.

*A country synopsis followed by a market examination of fuel demand and value, total service stations and vehicle numbers for 5 years to January 2009.

*A review of the competitive landscape including fuel sales by service station brand, motorway and unmanned formats and shop and car wash information.

*Insight into the main competitors' propositions for fuels, c-store, food service, cards and car wash as well as ownership and network expansion plans.

Highlights

Despite a fall in fuel consumption, the value of service station fuel sales increased in 2008 due to price hikes. High pump prices increased the average value of fuel spend per registered car in 2008 by 10% on the previous year, to EUR1,593.

The country's top five players account for almost 71.5% of the total fuel volumes sold in Belgium. TOTAL is the market leader, with a 17% fuel volume share. As well as having the largest fuel market share, TOTAL also has the largest network with over 480 service stations. Shell has the second largest market share by volumes.

There are over 500 unmanned service stations in Belgium. The penetration of unmanned sites has increased from 14% in 2005 to 17% in 2009, although the actual number of unmanned sites has remained fairly level. Q8 has the largest network of unmanned sites in the country.

Reasons to Purchase

*Develop new marketing ideas for your service station shop, car wash and card propositions by examining the activities of other players across Europe.

*Access a clear overview of the competitive position and operations of key fuel retailers. This is particularly useful for suppliers to the sector.

*Assess how the competitive position of the country's service station brands is evolving and identify new emerging players.


Report Highlights
Despite a fall in fuel consumption, the value of service station fuel sales increased in 2008 due to price hikes. High pump prices increased the average value of fuel spend per registered car in 2008 by 10% on the previous year, to EUR1,593.

The country's top five players account for almost 71.5% of the total fuel volumes sold in Belgium. TOTAL is the market leader, with a 17% fuel volume share. As well as having the largest fuel market share, TOTAL also has the largest network with over 480 service stations. Shell has the second largest market share by volumes.

There are over 500 unmanned service stations in Belgium. The penetration of unmanned sites has increased from 14% in 2005 to 17% in 2009, although the actual number of unmanned sites has remained fairly level. Q8 has the largest network of unmanned sites in the country.
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THIS BRIEF IS DELIVERED IN A POWERPOINT PRESENTATION FORMAT. PLEASE SELECT THE SLIDEPACK DOWNLOAD OPTION. 2
CONTENTS SUMMARY 2
Service station market overview 2
Brief synopsis of the service station market and basic commentary regarding fuel consumption, fuel prices, network changes, motorway sites, unmanned sites and shop and car wash penetration. 2
Market level charts showing: 2
Total service stations and population per car over time, over five years 2
Cars/population per service station, over five years 2
Total fuel consumption/Average fuel volumes per car/Average fuel volumes per service station, over five years 2
Global oil prices/95 Octane petrol/98 Octane petrol prices/Autodiesel prices, over seven years 2
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 2
Total motorway service stations, over five years 2
Total unmanned service stations, over five years 2
Company level charts showing: 2
Service station network size by brand, 2009 2
Motorway service stations by brand, 2009 2
Unmanned service stations by brand, 2009 2
Fuel volume market share by brand, 2008 2
Top five fuel retailers fuel and network information, including: 2
Network size 2
Fuel volume market share 2
Unmanned sites 2
Average throughput 2
Types of fuel sold 2
Dealer owned network size 3
Additional secondary information, e.g. LPG sites, planned expansion/divestments 3
Top five fuel retailers shop sites, including: 3
Shop network, over five years 3
Secondary shop/convenience store information 3
Top five fuel retailers car wash sites and secondary car wash information 3
Car wash network, over five years 3
Secondary car wash information, e.g. manufacturers used and prices. 3
Top five fuel retailers private loyalty card and business fuel card offerings 3
Basic marketing information on card features, such as network acceptance and incorporated services and pictures of loyalty and fuel cards. 3
ANALYSIS SUMMARY 3
The value of fuel sales increased in 2008, driven by higher fuel prices and increased diesel consumption 3
Belgium's car parc has increased by less than 1% in 2009 3
In 2009, the number of Belgian service stations declined by 8% 3
The proportion of diesel cars has increased in Belgium since 2005 3
Total fuel volume sales decreased slightly in 2008 3
Rising global oil prices pushed Belgian pump prices higher 3
The value of diesel sales rose by 20.5% in 2008 3
17% of service stations in Belgium are unmanned 3
Less than 3% of service stations in Belgium are on the motorways 3
Belgium is a concentrated service station retailing market, with over 70% of all fuel sold by five fuel brands 3
TOTAL has the largest service station network in Belgium 3
Around one-third of smaller fuel retailers' sites are unmanned 3
TOTAL and Texaco together account for 56% of all motorway sites 3
The top five players hold 72% of the Belgian fuel volume share 4
TOTAL is the Belgian service station market leader 4
TOTAL sells the largest volume through the largest site network 4
Shell has the highest fuel throughput in Belgium 4
Texaco has the second largest service station network 4
Esso has a 13% fuel volume share in Belgium 4
Q8 has the largest number of unmanned sites in Belgium 4
Belgium's service station network has a high shop penetration 4
Over 80% of service stations in Belgium have a shop 4
TOTAL and Texaco account for 30% of all forecourt shops in Belgium 4
TOTAL has the highest shop penetration among the top players 4
TOTAL has the largest service station shop network 4
Shell branded sites account for 9% of all service station shops in Belgium 4
Texaco has the second largest service station shop network 4
Over 70% of Esso service stations feature a shop 4
63% of all Q8 branded sites have a shop 4
All major players offer car wash facilities at their service stations 4
Over 12% of all service stations feature a car wash in Belgium 4
Q8, TOTAL and Texaco account for 55% of all sites with a car wash 4
One in five TOTAL sites features a car wash facility 4
Shell has a car wash at only 4% of its sites 4
Texaco branded sites account for 21% of all forecourt car washes 4
Esso has a car wash penetration of 12% 4
Q8 has the largest service station car wash network in Belgium 4
All major fuel retailers offer fleet cards to business customers 4
TOTAL offers three fleet cards to business customers 5
The euroShell card is accepted at Shell and Esso sites across Europe 5
Texaco's fleet card is accepted across the Benelux region 5
Esso's international card is accepted at Shell sites across Europe 5
Q8 offers a loyalty card to private customers 5
APPENDIX 6
All data is taken from our 2009 Service Station Retailing Database 6
Stage one - Agree scope and definitions 6
Stage two - Collating the information 6
Stage three - Data-inputting and checks 6
Stage four - Full data finalization check 6
Further reading 6
Ask the analyst 6
Datamonitor consulting 6
Disclaimer 7

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