Service Station Retailing in Hungary

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

Petrol volumes declined by 3% in 2008, compared to a marginal increase of 0.7% in 2007. Similar to diesel, this can partly be attributed to a price increase of 8% in 2008. In comparison, petrol prices in Hungary increased by 2% in 2007 on the previous year, to an average of EUR1.23. In Hungary, total car parc growth slowed in 2009 over 2008.

Hungary's service station network has been expanding since 2005. In 2009, the number of service stations increased by 3%, driven by site additions by major players including Lukoil, Agip and Shell. The country's top five players account for almost 88% of the total fuel volumes sold in Hungary. MOL is the market leader with over a third of sales.

In Hungary, over a quarter of service stations have a car wash facility, with MOL being the largest player in terms of the number of service station car washes. The combined networks of MOL, OMV and Agip service stations account for over three-quarters of all service station car washes in Hungary.

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
Petrol volumes declined by 3% in 2008, compared to a marginal increase of 0.7% in 2007. Similar to diesel, this can partly be attributed to a price increase of 8% in 2008. In comparison, petrol prices in Hungary increased by 2% in 2007 on the previous year, to an average of EUR1.23. In Hungary, total car parc growth slowed in 2009 over 2008.

Hungary's service station network has been expanding since 2005. In 2009, the number of service stations increased by 3%, driven by site additions by major players including Lukoil, Agip and Shell. The country's top five players account for almost 88% of the total fuel volumes sold in Hungary. MOL is the market leader with over a third of sales.

In Hungary, over a quarter of service stations have a car wash facility, with MOL being the largest player in terms of the number of service station car washes. The combined networks of MOL, OMV and Agip service stations account for over three-quarters of all service station car washes in Hungary.
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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
Service station fuel consumption has increased slightly, while high pump prices increased the value of fuel sales in Hungary 3
In Hungary, the car parc growth rate has declined in 2009 3
Hungary's service station network expanded by 3.4% in 2009 3
The proportion of diesel cars in Hungary is increasing 3
Total fuel volumes increased marginally by 0.4% in 2008 3
High global oil prices pushed up pump prices in 2008 3
Fuel sales value increased for both petrol and diesel in 2008 3
Less than 1% of service stations in Hungary are unmanned 3
The number of motorway service stations has increased in 2009 3
Hungary has a concentrated service station market 3
The top five players account for 58% of the service station network 3
All unmanned sites operate under the AS24 brand name 3
Shell and MOL account for 55% of all motorway sites 3
The top five players have an 88% fuel volume share 4
MOL is the Hungarian service station market leader 4
MOL has the largest number of service stations in Hungary 4
Shell has the largest number of motorway service stations 4
Almost 10% of all service stations in Hungary are OMV branded 4
Agip sites sell 9% of the total fuel volumes in Hungary 4
Tesco has leased its service station network to Shell 4
The Hungarian market has a high penetration of service station shops 4
Over 80% of all service stations in Hungary feature a shop 4
MOL, Shell and OMV account for half of all service station shops 4
Six fuel retailers have a 100% shop penetration rate 4
MOL has the highest number of shops in Hungary 4
All Shell branded sites feature a shop in Hungary 4
OMV ranks third in Hungary's service station shop network 4
Over 80% of all Agip branded service stations feature a shop 4
All 48 Tesco service stations in Hungary feature a shop 4
In Hungary, less than a third of all service stations have a car wash facility 4
28% of all service stations in Hungary have a car wash facility 4
MOL, OMV and Agip account for 75% of all car wash sites 4
MOL has the highest number of sites with a car wash 4
Shell sites account for 14% of all service station car washes 4
OMV has a car wash penetration of 69% 4
63% of Agip branded sites feature a car wash facility 4
All Tesco branded service stations feature a car wash 4
All the major oil companies offer fuel cards to business customers 5
MOL offers a pre-paid fuel card to private customers 5
Shell offers a Citibank credit card to business customers 5
OMV's business customers can customize their fuel cards 5
Agip's fleet card offers fuel discounts 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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