Service Station Retailing in Italy

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

Rising pump prices and slowing car parc growth have contributed to a 5.3% decline in fuel consumption over 2004-2008 in Italy. Steep price rises for both diesel and petrol led to a 11% increase in the value of fuel sales. Italy's service station network has contracted since 2007 due to divestments by fuel retailers such as Esso and Tamoil.

The top five players account for three quarters of service station fuel sales. Agip alone accounts for 30% of total fuel volumes and has the largest service station network. Esso and Q8 are other big players, together contributing over 25% to total fuel volumes. Only 2% service stations are located on motorways and less than 1% sites are unmanned.

One in four service stations feature a shop, many of which have a high focus on food service. Agip, which has the largest shop network, offers hot food and coffee. Fuel retailers use promotional campaigns to attract customers such as the 'You and Agip' campaign and Tamoil's 'Magnificent 70' offer.

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
Rising pump prices and slowing car parc growth have contributed to a 5.3% decline in fuel consumption over 2004-2008 in Italy. Steep price rises for both diesel and petrol led to a 11% increase in the value of fuel sales. Italy's service station network has contracted since 2007 due to divestments by fuel retailers such as Esso and Tamoil.

The top five players account for three quarters of service station fuel sales. Agip alone accounts for 30% of total fuel volumes and has the largest service station network. Esso and Q8 are other big players, together contributing over 25% to total fuel volumes. Only 2% service stations are located on motorways and less than 1% sites are unmanned.

One in four service stations feature a shop, many of which have a high focus on food service. Agip, which has the largest shop network, offers hot food and coffee. Fuel retailers use promotional campaigns to attract customers such as the 'You and Agip' campaign and Tamoil's 'Magnificent 70' offer.
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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
Despite a decrease in service station fuel consumption, high pump prices increased the value of fuel sales in Italy 3
The growth in registered cars in Italy has slowed in recent years 3
The number of service stations in Italy fell again in 2009 3
Of all registered cars in Italy, 35% are diesel powered 3
Italian service station fuel sales fell by 2.2% in 2008 3
High global oil prices increased Italian pump prices in 2008 3
The value of Italian service station fuel sales increased in 2008 3
There are just 82 unmanned service stations in Italy 3
Italy has a concentrated service station market 3
Agip has the largest branded service station network in Italy 3
Nine service station brands have motorway sites in Italy 3
Five branded service station networks sold 73.4% of fuel in 2008 3
Agip is the Italian service station market leader 3
Agip has the largest number of fuel retail outlets in Italy 4
Esso is the second biggest player in terms of fuel volumes 4
Q8's service station network is the second largest in Italy 4
Tamoil has the second largest number of motorway sites 4
Shell plans to add 17 service stations in 2010 4
The Italian market has a low penetration of service station shops 4
One in four service stations in Italy feature a shop 4
Agip and Q8 sites account for 57% of all service station shops 4
Agip and Q8 have the highest service station shop penetration 4
One in every two Agip branded service stations has a shop 4
Esso has shops at 10% of its branded service station network 4
Q8 has the second largest service station shop network in Italy 4
Tamoil's shop penetration is over 20% 4
7% of service station shops in Italy are Shell branded 4
Italy's service station network has a low penetration of car washes 4
Only 15.5% of service stations in Italy have a car wash 4
Over half of all service station car washes are located at Agip, IP and Esso sites 4
Agip has the largest service station car wash network in Italy 4
Esso is Italy's third largest service station car wash provider 4
5% of Q8 branded sites have a car wash in Italy 4
There is a car wash at 12% of all Tamoil branded sites 4
Shell has a 3% share of total sites with a car wash in Italy 4
Each of the five major fuel retailers offer a fuel card for business customers 4
Agip's Multicard can be used for T-LINK Lines ferries 4
Esso's fuel card is accepted at Shell sites in Italy 4
Q8 offers credit cards for fleet companies 5
Tamoil offers rebates on fuel purchases in conjunction with Telepass 5
Users can customize the EuroShell card to suit their needs 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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