Introduction
As companies reposition existing brands or create new fuel brand concepts, they need to ensure their marketing is correctly targeted towards the ever-diversifying range of motorists. By showing where premium fuels have been most successful and the reasons why motorists purchase them, this brief enables companies to develop their product offering and marketing campaigns.
Scope
Insight into premium fuel use in Europe, covering comprehensive data on premium fuel sales and an indication of future uptake in each market Analysis of the reasons why motorists purchase premium fuels including a breakdown of premium petrol and diesel customers by core motivation A review of how key consumer trends, such as perceptions of luxury items, have an influence on motorists' motivations for buying premium products An understanding of premium fuel retailers' marketing strategies and the extent to which these are 'on-trend' with consumers' desires
Highlights
Premium fuels have been most successful in Portugal where average premium fuels consumption per registered car is 180 liters. Spain and the Netherlands have the second highest consumption of premium fuels per registered car. Although motorists' motivations for buying premium fuels vary significantly between markets, overall, improved engine care is the most important. In Portugal and Spain, it is estimated that improved engine care is the core motivation for 50% and 45% of premium fuels customers respectively. There is particularly strong growth potential in markets which are immature, such as France and Italy. However, prospects are good across all of the six markets covered for premium fuel retailers who concentrate their marketing campaigns on improved engine care and vehicle efficiency.
Reasons to Purchase
Assess where premium fuels have been the most successful and where the strongest growth is expected to take place over the next three years Evaluate consumers' motivations for buying premium petrol and diesel and how this is reflective of wider consumer trends Gauge which marketing campaigns are most aligned with motorists' motivations for buying premium fuel and how best to focus marketing strategy
Targeting the Premium Fuels Customer in Europe features primary data, independent analysis and fresh opinions on markets, trends and players on the Energy market sector.