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Service Station Retailing in Bulgaria 2017: Market and competitor data and insights into fuel, c-store and car wash offerings

Service Station Retailing in Bulgaria 2017: Market and competitor data and insights into fuel, c-store and car wash offerings

Summary

Fuel consumption in Bulgaria increased by 14.8% in 2016 compared to the previous year. Fuel prices also continued to rise in Bulgaria, the price of petrol in 2016 rose by 14.5%, and diesel prices grew by 15.2%. Bulgaria fuel consumption is expected to increase 38.0% towards 2022 as vehicle parc levels rise over this period.

As of 2016, 72.8% of service stations in Bulgaria featured a shop. The total number of service stations with a shop declined by 1.0%. The top five fuel retailers in Bulgaria accounted for 35.7% of the number of service station shops in the country. Petrol Bulgaria is the leading player in the service station shop market, with 78.9% of its 360 sites featuring a shop.

Approximately, 5% of the service stations in Bulgaria also feature a car wash. The number of service stations with a car wash decreased by 11.2%; as retailers closed low volume sites. Eko Elda (Hellenic) has the largest number of service stations with a car wash in the country, amounting to 17.6% of the national network. The top five fuel retailers in Bulgaria accounts for 57.0% of service stations with a car wash in the country.

The top five fuel retailers -Petrol Bulgaria, LUKOIL, Shell, Petrom (OMV) and Eko Elda (Hellenic) accounted for 29.4% of service stations in Bulgaria in 2016.

The report Service Station Retailing in Bulgaria 2017, provides an executive-level overview of the Bulgarian service station market today, with values and volumes up to 2017. It delivers quantitative and qualitative insight into the fuel market, based on in depth interviews with major fuel operators across Europe and proprietary data from our service station retail databases. It provides: National Fuel Volumes and Values. Breakdown of the top five fuel retailers shop, car wash, company owned motorway and unmanned sites.

Companies mentioned in this report:

Petrol Bulgaria, LUKOIL, Shell, Petrom, OMV, Eko Elda, Rompetrol

Scope

  • Total fuel consumption in Bulgaria increased by 14.8% in 2016 compared to the previous year.
  • Petrol Bulgaria has the largest service station network, at 360 sites, amounting to 12.6% of the national network.
  • The total number of service stations with a shop declined by 1.0% to 1,260 sites.
  • Eko Elda (Hellenic) has the largest number of service stations with a car wash in the country, at 25 sites, amounting to 17.6% of the national network.
Reasons to buy
  • Identify who are the top five players in Bulgaria and how many fuel outlets, motorway & unmanned sites, shops & car wash they have.
  • Plan effect market strategies by uncovering market share and average fuel throughput per site of the top five players in the market.
  • Understand how the service station network evolving and which players are opening new outlets as well as increasing forecourt shops and car washes.
  • Identify what strategies the key players have across their fuel and non- fuel offerings in terms of products sold, branding, promotions, partnerships and suppliers used.


  • Service station competitor overview
  • Service station market overview
  • The majority of service stations in Bulgaria are operated by independent retailers
  • Four of the top five fuel retailers have increased their market shares over the last five years
  • The top five retailers account for 91% of motorway sites in Bulgaria
  • Competitor ranking in 2015 compared to 2016
  • Market Size - Petrol Bulgaria
    • Table Petrol Bulgaria runs a number of promotions to entice motorists to its forecourts
  • Market Size - Shell
    • Table Shell partnered with Visa and BMW in 2017 to entice motorists to the forecourt
  • Market Size - Petrom (OMV)
    • Table Petrom’s MaxxMotion diesel will work in up to -33 degree temperatures
  • Market Size - LUKOIL
    • Table LUKOIL has recently improved the design of its forecourt and shop to appeal to motorists
  • Market Size - Eko Elda (Hellenic)
    • Table Ekonomy card holders are given exclusive fuel discounts at Eko Elda sites
  • Service station shop network
    • Table Service station shop network
  • The number of service station shops have declined since 2012 as retailers have streamlined their networks
  • The majority of shop sites in Bulgaria are operated by independent fuel retailers
  • Service station shops- Petrol Bulgaria
    • Table Petrol Bulgaria offers shop discounts to Petroleum Club Griffin card holders
  • Service station shops- Shell
    • Table Shell shop sites operate under the Select brand in Bulgaria
  • Service station shops- Petrom (OMV)
    • Table Petrom (OMV) partnered with chef Andre Tokev to offer a new hot food and sandwich range
  • Service station shops- LUKOIL
    • Table LUKOIL offers a range of speciality coffees under the Rancillo brand at its shop sites
  • Service station shops- Eko Elda (Hellenic)
    • Table EKO offers a full range of EKO brand lubricants and automotive accessories at its shops
  • Service station car wash network
    • Table Service station car wash network
  • The top five fuel retailers operate 57% of wash installations in Bulgaria
  • Service station car wash- Petrol Bulgaria
    • Table Petrol Bulgaria only has wash facilities at 3.6% of its service stations
  • Service station car wash - Shell
    • Table Shell has car wash installations at 12.0% of its service stations in Bulgaria
  • Service station car wash - Petrom (OMV)
    • Table Petrom (OMV) operates its car wash facilities under the Top Wash brand in Bulgaria
  • Service station car wash - LUKOIL
    • Table LUKOIL has car wash facilities at 21.1% of its service stations in Bulgaria
  • Service station car wash - Eko Elda (Hellenic)
    • Table Eko Elda offers both automated and hand wash services at its network in Bulgaria
  • Car wash installations declined 11.3% in 2016 as Eko Elda divested its wash network due to low wash occasions
  • Service station market overview
  • The number of services stations in Bulgaria have declined annually since 2012
  • Vehicle parc has risen 8.3% over the last five years
  • Total fuel volumes in Bulgaria have risen annually over the last five years
  • Fuel volumes will continue to increase as parc levels rise towards 2022
  • Diesel accounted for 55.6% of fuel value in Bulgaria in 2016
  • Average fuel prices began to rise in 2016 as wholesale fuel prices increased over this period
  • The number of motorway sites in Estonia have remained stable since 2014
  • Unmanned service stations only account for 0.8% of sites in Bulgaria
  • Appendix
  • Methodology

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