The penetration of supermarkets into the European fuel retailing market varies widely between individual countries and is influenced by specific individual market dynamics and characteristics. This report assesses the impact supermarkets have had in breaking into the fuel retailing market in selected European countries, how this has been achieved and how this penetration is likely to evolve.

• Analysis into the sites and volumes fuel retailing market shares held by supermarkets and non-supermarkets in various European markets.
• Insight into progress made by supermarkets in fuel retail and the main strategies adopted in specific markets to win market share from oil companies.
• An overview of how market conditions influence the penetration of supermarkets into fuel retailing and how oil companies are seeking to counter this.
• Analysis of the future development plans of the main supermarket players in various markets including their market share winning strategies.


Highlights



The fuel retailing price differential between supermarkets and non-supermarkets in the UK has remained consistent over the past two and a half years at an average of 4% for super unleaded and 2% for both regular unleaded and diesel.





Of the markets surveyed, France is the only one to have a greater proportion of fuel sold through supermarket than non-supermarket sites. Increasingly French supermarkets are enhancing their dominance in the fuel retailing market by moving away from their traditional forms of price competition towards more non-price competition based initiatives.





Spanish fuel consumers have a particularly strong price sensitivity. In response to this the supermarkets place a high degree of emphasis on price competition with customer convenience, service and other non-price competition factors seen very much as a secondary priority.



Reasons to Purchase


• Obtain a deeper insight into current and future supermarket fuel retailing trends and market dynamics across key European markets.
• Identify key markets likely to be targeted by the supermarkets in their attempts to bolster both their fuel and non-fuel offerings.
• Become acquainted with the key factors that will both promote and restrict the further expansion of supermarket fuel retailers.