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

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

Summary

Total fuel consumption in Denmark increased by 1.2% in 2016 compared to the previous year. Volume sales of petrol increased in 2016 by 0.3% to 1,802 Million liters. Diesel consumption is increased by 2.5% to 1,288 Million liters. Fuel prices continued to rise in Denmark, the price of petrol in 2016 rose by 8%, and diesel prices grew by 10.7%.

In Denmark, fuel consumption is expected to only rise 1.1% towards 2022 as vehicle parc increases over this period but motorists also invest in increasingly fuel efficient vehicles over this period. The value of fuel sales increased for the first time in three years in 2015 and it continued this trend in 2016 rising by 11.4%.

As of 2016, 32.0% of service stations in Denmark featured a shop. The total number of service stations with a shop declined by 1.4% about 648 sites. The top five fuel retailers in Denmark accounted for 89.2% of the number of service station shops in the country. Circle K and 123 is the leading player in the service station shop market, with 76.3% of its 300 sites featuring a shop. 21.8% of all service station sites with a shop are Circle K and 123 branded.

42.1% of service stations in Denmark feature a car wash. The total number of service stations with a car wash in Denmark increased by 4.0% to 853 sites as retailers invested in these facilities. Circle K and 123 has the largest number of service stations with a car wash in the country, at 204 sites, amounting to 23.9% of the national network.

The report Service Station Retailing in Denmark 2017, provides an executive-level overview of the Danish 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:

OK, Shell, Uno-X, INGO, Q8, Circle K.

Scope

  • Total fuel consumption in Denmark increased by 1.2% in 2016 compared to the previous year.
  • OK has the largest service station network, at 670 sites, amounting to 33.0% of the national network.
  • The top five fuel retailers in Denmark accounted for 89.2% of the number of service station shops in the country.
  • The total number of service stations with a car wash in Denmark increased by 4.0% to 853 sites as retailers invested in these facilities.
Reasons to buy
  • Identify who are the top five players in Denmark 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
  • OK accounted for 33.0% of the Danish service station market
  • OK is the only top five fuel retailer to increase its market share over the last five years
  • Circle K and Q8 account for over 75% of motorway sites in Denmark
  • Competitor ranking in 2015 compared to 2016
  • Market Size - OK
    • Table OK's smartphone app allows for motorists to pay using their phones
  • Market Size - Shell
    • Table Shell offers private motorists the Shell card which gives a number of discounts
  • Market Size - Circle K and 123
    • Table Circle K EXTRA Club members got a 10kr per litre fuel discount
  • Market Size - Uno-X (Uno-X Energi)
    • Table Uno-X (Uno-X Energi) began to rebrand its service stations Bonus in 2017
  • Market Size - Q8
    • Table Q8 operates its unmanned network under the F24 brand
  • Service station shop network
    • Table Service station shop network
  • The number of service station shops marginally declined in 2016 as retailers focused on unmanned sites
  • Circle K and 123 accounted for over a third of service station hops in Denmark as the company focuses on non fuel services
  • Service station shops- OK
    • Table OK Plus sites are run independently of OK unmanned service stations in Denmark
  • Service station shops- Shell
    • Table Shell has a partnership with 7Eleven in Denmark
  • Service station shops- Circle K and 123
    • Table Circle K offers a wide range of speciality burgers and hot dogs at its shops
  • Service station shops- Q8
    • Table Q8 offers Starbucks coffee at its service stations in Denmark
  • Service station car wash network
    • Table Service station car wash network
  • Q8, Shell and Circle K operate 73% of wash installations in Denmark
  • Service station car wash- OK
    • Table OK has automated wash installations at its sites allowing motorists to use them without an attendant at the forecourt
  • Service station car wash - Shell
    • Table Shell has car wash facilities at over three quarters of its service stations in 2017
  • Service station car wash - Circle K and 123
    • Table Circle K and 123 offer five wash programmes ranging from 69.95kr to 219.95kr
  • Service station car wash - Uno-X (Uno-X Energi)
    • Table Uno-X (Uno-X Energi) has a range of three wash programmes at its wash f
  • Service station car wash - Q8
    • Table Q8 offers motorists a range of free to borrow vehicle cleaning products when using their jet washes
  • Fuel retailers will invest in automated car wash installations over the next five years
  • Service station market overview
  • The number of services stations in Denmark rose in 2016 as Circle K expanded its network to compete with OK
  • Population per car has risen annually since 2013 as vehicle parc levels rose over this period
  • Total fuel volumes in Denmark rose in 2016 as vehicle parc and disposable income levels increased over this period
  • Fuel volumes will marginally increase between 2018 and 2022 as population and vehicle parc levels rise
  • Petrol accounted for 61.4% of fuel value in Denmark in 2016
  • Average fuel prices continued to rise in 2016 as wholesale fuel prices increased over this period
  • The number of motorway sites in Denmark have remained stable over the last three years
  • Unmanned service stations account for 73.9% of sites in Denmark as retailers compete on low fuel prices
  • Appendix
  • Methodology

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