Service Station Retailing in Greece

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

In 2008, the total value of fuel sales increased by 22.2%, primarily driven by high prices. Despite a decline in petrol sales volumes, the value of petrol sales increased by 15.7% to EUR6,300m in 2008, up from EUR5,446m in 2007.

In Greece, the number of service stations declined by 4.2% and 0.7% in 2008 and 2009, respectively. In 2009, the total number of service stations in thr country fell by over 50, which included signicant site closures by BP and EKO. Other players, such as Jetoil, Revoil, Alin, and Aegean expanded their site networks in 2009.

Since 2005, the number of motorway sites has reduced by 14.4%. BP has the largest motorway service station network in Greece, accounting for 35% of the total number of sites in the country. Aegean and EKO branded sites jointly account for over a third of the country's motorway service station network.

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 2008, the total value of fuel sales increased by 22.2%, primarily driven by high prices. Despite a decline in petrol sales volumes, the value of petrol sales increased by 15.7% to EUR6,300m in 2008, up from EUR5,446m in 2007.

In Greece, the number of service stations declined by 4.2% and 0.7% in 2008 and 2009, respectively. In 2009, the total number of service stations in thr country fell by over 50, which included signicant site closures by BP and EKO. Other players, such as Jetoil, Revoil, Alin, and Aegean expanded their site networks in 2009.

Since 2005, the number of motorway sites has reduced by 14.4%. BP has the largest motorway service station network in Greece, accounting for 35% of the total number of sites in the country. Aegean and EKO branded sites jointly account for over a third of the country's motorway service station network.
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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
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 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 total value of Greek fuel sales increased due to high fuel prices, while consumption remained almost constant in 2008 3
Greece's car parc increased by 3.3% in 2009 3
The number of Greek service stations reduced by 51 in 2009 3
Only 1% of all cars in Greece are diesel powered 3
Total fuel volumes sold remained almost constant in 2008 3
High global oil prices pushed up Greek pump prices in 2008 3
The value of Greek service station fuel sales increased in 2008 3
About 1% of all Greek service stations are located on motorways 3
Greece is a concentrated market, with the top five fuel retailers accounting for 75% of all fuel sold 3
EKO has the largest number of service stations in Greece 3
All Greek service stations are manned 3
BP and Aegean account for more than half of all motorway sites 3
The top five fuel retailers account for over 75% of fuel volume in Greece 3
EKO is the dominant player in the Greek service station market 3
EKO has the largest service station network in Greece 4
BP has the largest motorway site network in Greece 4
12% of all service stations in Greece are Shell branded 4
Avin has an 8.5% market share in Greece 4
Aegean has a 7.5% share in the Greek service station network 4
The Greek market has a high penetration of service station shops 4
Over 70% of service stations in Greece feature a shop 4
BP and EKO make up 40% of all forecourt shops in Greece 4
Three players have a shop penetration of over 90% 4
Over 80% of EKO service stations have a shop 4
BP has the largest service station shop network in Greece 4
47% of Shell branded sites feature a shop 4
Shops are present at 95% of all Avin branded sites 4
Aegean has the fourth largest service station shop network 4
Over half of all Greek service stations feature a car wash facility 4
There are car wash facilities at over 57% of service stations in Greece 4
Three brands account for 56% of all service station car washes 4
57% of all EKO sites feature a car wash facility 4
BP has the largest service station car wash network in Greece 4
Over 40% of all Shell sites have a car wash facility 4
11% of all Greek forecourt car washes are Avin branded 4
Aegean has car washes at 47% of its branded sites 4
Most fuel retailers in Greece offer a fuel card 4
EKO offers a fuel card to business customers 4
BP's Plus card is accepted at the ROUTEX network in Europe 4
Shell offers the Smart Club loyalty programme in Greece 5
Avin offers a fuel payments card to its customers APPENDIX 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 6

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