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

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

Summary

Fuel consumption in Greece decreased by 4.4% in 2016 compared to the previous year. However, fuel prices continued to rise, the price of petrol in 2016 rose by 17.2%, and diesel prices grew by 20.4%.

In Greece fuel consumption is expected to continue to decline towards 2022 as economic issues continue to affect motorist’s disposable income levels and motorists increasingly use public transport to reduce costs. The value of fuel sales decreased in 2015 but rising fuel prices helped it buck this trend in 2016 rising by 12.7%.

As of 2016, 74.9% of service stations in Greece featured a shop. The total number of service stations with a shop declined by 0.3%. The top five fuel retailers in Greece accounted for 60.2% of the number of service station shops in the country. EKO (Hellenic) is the leading player in the service station shop market, with 80.0% of its 743 sites featuring a shop.

55.3% of service stations in Greece feature a car wash. Number of service stations with a car wash increased by 3,576 sites as retailers invested in these facilities. EKO (Hellenic) has the largest number of service stations with a car wash in the country, amounting to 16.7% of the national network.

The top five fuel retailers in Greece accounts for 65.8% of service stations with a car wash in the country. Of the top five players, BP (Hellenic) was the only top five retailers that decreased the number of sites with a car wash in its network in 2016.

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

EKO, Hellenic, BP, Shell, Coral, Jetoil, Elin, Revoil, Aegean, AVIN, Cyclon.

Scope

  • Total fuel consumption in Greece decreased by 4.4% in 2016 compared to the previous year.
  • EKO (Hellenic) has the largest service station network, at 929 sites, amounting to 14.4% of the national network.
  • The top five fuel retailers in Greece accounted for 60.2% of the number of service station shops in the country.
  • The total number of service stations with a car wash in Greece increased by 0.4% to 3,576 sites as retailers invested in these facilities.
Reasons to buy
  • Identify who are the top five players in Greece 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 top five fuel retailers accounted for 53.0% of the Greek service station market
  • Mid market retailers have taken share from the top five since 2012 by investing in additional non fuel services
  • BP (Hellenic) and Aegean account for more than half of motorway sites in Greece
  • Competitor ranking in 2015 compared to 2016
  • Market Size - EKO (Hellenic)
    • Table EKO (Hellenic) has a partnership with Eurobank to offer fuel discounts
  • Market Size - BP (Hellenic)
    • Table BP divested service stations in 2017 as it streamlines its network
  • Market Size - Shell (Coral)
    • Table Motorists can pay through SmartPay at over 300 Greek service stations
  • Market Size - AVIN
    • Table AVIN offers pay at the pump facilities at less than 10% of its service stations
  • Market Size - Aegean
    • Table Aegean accounted for 10.0% of fuel volumes sold in 2016
  • Service station shop network
    • Table Service station shop network
  • The number of service station shops have declined over the last five years as fuel retailers divest sites to streamline their networks
  • The top five fuel retailers account for 61.0% of shop facilities
  • Service station shops- EKO (Hellenic)
    • Table EKO provides motorists with a range of promotional offers and discounts each month at its shops
  • Service station shops- BP (Hellenic)
    • Table BP's shops have a pet corner where motorists pets can get free food and water
  • Service station shops- Shell (Coral)
    • Table Shell operates its service station shops under three different brands in Greece
  • Service station shops- AVIN
    • Table AVIN has shop facilities at 96.9% of its service stations in 2016
  • Service station shops- Aegean
    • Table Aegean has shop facilities at 98.4% of its service stations in Greece
  • Service station car wash network
    • Table Service station car wash network
  • The top five fuel retailers account for 66.0% of wash facilities
  • Service station car wash- EKO (Hellenic)
    • Table EKO (Hellenic) has car wash facilities at 64.4% of its service station network in Greece
  • Service station car wash - BP (Hellenic)
    • Table BP (Hellenic) divested its car wash network in 2016 as it closed installations with low wash occasions
  • Service station car wash - Shell (Coral)
    • Table Shell (Coral) operates hand wash facilities at its service stations under the Plinto brand
  • Service station car wash - AVIN
    • Table AVIN's wash installations account for 13.4% of the national network
  • Service station car wash - Aegean
    • Table Over half of all Aegean service stations are car wash facilities in Greece
  • Mid market fuel retailers will continue to invest in car wash installations to compete with the market leaders
  • Service station market overview
  • The number of service stations in Greece will continue to decline towards 2022
  • Population per car has risen annually since 2013 as vehicle parc levels increased over this period
  • Total fuel volumes in Greece decline between 2012 and 2017 as economic issues caused disposable income levels to fall
  • After a spike in 2018 as vehicle parc rises fuel volumes will continue to decline as vehicle increasingly use public transport to reduce costs
  • Petrol accounted for 65.3% of fuel value in Greece in 2016
  • Average fuel prices began to rise in 2016 as wholesale fuel prices increased over this period
  • The number of motorway sites in Greece have remained stable over the last five years
  • There are no unmanned service stations in Greece
  • Appendix
  • Methodology

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