Service Station Retailing in Bulgaria

Introduction

Based on Datamonitor's essential 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

In 2009, and for the seventh consecutive year, the number of service stations in Bulgaria declined. As of 2009, there were over 2,300 service stations, a decline in sites of over 80 on the previous year. Datamonitor predicts there to be a decrease of around 85 sites in Bulgaria over 2010.

Independent or smaller fuel retail networks account for almost 20% of fuel sales in the country, a relatively high share in comparison with other European markets. Former state-owned fuel retailer, Petrol Bulgaria, is the market leader, with the a 20% share of volume sales.

65% of service stations in Bulgaria feature a shop of over 10 sqm in size. In total, there are over 1,500 service station shops in Bulgaria. The number of sites with a shop increased by 4% in 2009 over 2008. Shell, OMV and EKO have shops on all of their sites.

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
In 2009, and for the seventh consecutive year, the number of service stations in Bulgaria declined. As of 2009, there were over 2,300 service stations, a decline in sites of over 80 on the previous year. Datamonitor predicts there to be a decrease of around 85 sites in Bulgaria over 2010.

Independent or smaller fuel retail networks account for almost 20% of fuel sales in the country, a relatively high share in comparison with other European markets. Former state-owned fuel retailer, Petrol Bulgaria, is the market leader, with the a 20% share of volume sales.

65% of service stations in Bulgaria feature a shop of over 10 sqm in size. In total, there are over 1,500 service station shops in Bulgaria. The number of sites with a shop increased by 4% in 2009 over 2008. Shell, OMV and EKO have shops on all of their sites.
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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 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
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 2
Additional secondary information, e.g. LPG sites, planned expansion/divestments 2
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
Bulgarian service station fuel sales declined in 2008 in response to high pump prices 3
The number of registered cars in Bulgaria continues to grow 3
The number of Bulgarian service stations fell by 90 over 2008-09 3
The number of registered diesel cars in Bulgaria is increasing 3
The volume of fuel sold in Bulgaria fell by 13% in 2008 3
High global oil prices increased Bulgarian pump prices in 2008 3
The value of Bulgarian fuel sales fell slightly in 2008 3
There are 20 motorway service stations in Bulgaria 3
Bulgaria is a concentrated fuel retailing market 3
Petrol Bulgaria has the largest network of service stations 3
Each of the major fuel retailers have motorway service stations 3
77.5% of all fuel in Bulgaria is sold by five retailers 3
Petrol Bulgaria has the biggest network of sites and largest fuel market share in the country 3
Petrol Bulgaria is the leading fuel retailer in Bulgaria 3
OMV has the highest fuel throughput in Bulgaria 3
Lukoil has the second largest network of sites in Bulgaria 3
Shell has the largest network of motorway sites in Bulgaria 4
EKO has the second largest number of motorway sites 4
65% of service stations in Bulgaria have a shop greater than 10m2 4
The number of sites with a shop has increased by 19% since 2005 4
Lukoil has the largest network of sites with a shop in Bulgaria 4
Shell, OMV and EKO have a shop at all of their sites 4
Under half of Petrol Bulgaria sites feature a shop 4
All OMV branded sites feature a shop 4
Lukoil has the largest service station shop network 4
Shell has the third largest service station shop network 4
All EKO branded sites feature a shop 4
Bulgaria has a low penetration of sites with a car wash 4
Under 9% of all service stations in Bulgaria feature a car wash 4
No major Bulgarian fuel retailer has more than 50 sites with a car wash 4
Petrol Bulgaria has 31 sites with a car wash in Bulgaria 4
25% of OMV branded sites have a car wash facility 4
16% of Lukoil's Bulgarian sites feature a car wash 4
Shell has 10 sites with a car wash facility in Bulgaria 4
EKO has the largest service station car wash network in Bulgaria 4
Each of the five leading fuel retailers in Bulgaria offer a fuel card for business customers 4
Petrol Bulgaria offers a fuel card for business customers 4
OMV offers an international and domestic fuel card 4
Lukoil fuel cardholders receive up to a 5% discount on purchases 4
The euroShell fuel card is accepted at all Shell sites in Bulgaria 4
EKO offers a pre paid fuel card for private and business customers 4
APPENDIX 5
All data is taken from our 2009 Service Station Retailing Database 5
Stage one - Agree scope and definitions 5
Stage two - Collating the information 5
Stage three - Data-inputting and checks 5
Stage four - Full data finalization check 5
Further reading 5
Ask the analyst 5
Datamonitor consulting 5
Disclaimer 6

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