Market Research Logo

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

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

Summary

Total fuel consumption in Turkey increased by 15.6% in 2016 compared to the previous year. Volume sales of petrol increased in 2016 by 3.3%. The Diesel consumption increased by 26% to about 16,623 Million liters. Fuel prices began to increase in Turkey and in Europe, the price of petrol in 2016 rose by 22.3%, and diesel prices grew by 27.0%.

In Turkey fuel consumption is expected to significantly rise towards 2022 as motorists invest in vehicles and vehicle parc levels increase over this period. The value of fuel sales has declined annually since 2012, but it broke this trend in 2016, rising by 49.0% to €33,194m.

As of 2016, 49.4% of service stations in Turkey featured a shop. The total number of service stations with a shop declined by 6.9%. The top five fuel retailers in Turkey accounted for 71.5% of the number of service station shops in the country. Petrol Ofisi is the leading player in the service station shop market, with all of its 1,709 sites featuring a shop. 26.6% of all service station sites with a shop are Petrol Ofisi branded.

43.0% of service stations in Turkey feature a car wash. The total number of service stations with a car wash in Turkey rose by 7.3% to 5,578 sites as retailers started to invest in these facilities. Opet has the largest number of service stations with a car wash in the country, at 1,044 sites, amounting to 18.7% of the national network.

In 2016, two of the top five fuel retailers, expanded their service station networks. The total number of service stations in Turkey increased by 0.8% in 2016. The top five fuel retailers -Petrol Ofisi, Opet, Shell (Shell & Turcas Petrol), BP and TPPD accounted for 41.3% of service stations in Turkey in 2016.

The report Service Station Retailing in Turkey 2017, provides an executive-level overview of the Turkish 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 Ofisi, Opet, Shell, BP, Akpet, TOTAL.

Scope

  • Total fuel consumption in Turkey increased by 15.6% in 2016 compared to the previous year.
  • Petrol Ofisi has the largest service station network, at 1,709 sites, amounting to 13.2% of the national network.
  • The top five fuel retailers in Turkey accounted for 71.5% of the number of service station shops in the country.
  • The total number of service stations with a car wash in Turkey rose by 7.3% to 5,578 sites as retailers started to invest in these facilities.
Reasons to buy
  • Identify who are the top five players in Turkey 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
  • Over half of all service stations in Turkey are operated by independent retailers
  • Market leader Petrol Ofisi has lost market share since 2012 as mid market operators invested in new facilities and services
  • Petrol Ofisi accounts for 87% of motorway service stations
  • Competitor ranking in 2015 compared to 2016
  • Market Size – Petrol Ofisi
    • Table Petrol Ofisi partnered with Yapi Kredi in 2017 to offer fuel discounts
  • Market Size – Opet
    • Table Opet has created partnerships with major retailers to entice motorists
  • Market Size – Shell (Shell & Turcas Petrol)
    • Table Shell has forecourt attendants at its service stations in Turkey
  • Market Size – BP
    • Table The BP Club loyalty card allows motorists to earn rewards when refuelling
  • Market Size – TPPD
    • Table TPPD sells a wide range of fuels at its service stations in Turkey
  • Service station shop network
  • The number of service station shops declined in 2016 as retailers divested sites to streamline their networks
  • The top five fuel retailers account for 72% of shop sites in Turkey
  • Service station shops– Petrol Ofisi
    • Table Petrol Ofisi has a partnership with supermarket retailer Migros in Turkey
  • Service station shops– Opet
    • Table Opet has shop facilities at 70.5% of its service stations in Turkey
  • Service station shops– Shell (Shell & Turcas Petrol
    • Table Shell offers a range of 11 fresh deli2go sandwiches at its shop sites
  • Service station shops– BP
    • Table BP has adapted its shop offer to appeal to motorists at different times of the day
  • Service station shops– TPPD
    • Table TPPD has shop facilities at all of its service stations in Turkey
  • Service station car wash network
  • Nearly a quarter of wash facilities are owned by independent retailers who depend on additional facilities to boost revenues
  • Service station car wash– Petrol Ofisi
    • Table Petrol Ofisi offers four different wash programmes at its services stations
  • Service station car wash – Opet
    • Table Opet has wash facilities at 69.5% of its service stations in Turkey
  • Service station car wash – Shell (Shell & Turcas Petrol)
    • Table Shell has car wash facilities at more than half of all its service stations in Turkey
  • Service station car wash – BP
    • Table BP has car wash facilities at 47.9% of its service stations in Turkey
  • Service station car wash – TPPD
    • Table TPPD accounts for 6.8% of the Turkish car wash market in 2016
  • Car washes rose 7.3% in 2016 as small independent retailers invested in them to effectively compete against the top five
  • 0Service station market overview
  • The number of services stations in Turkey will continue to grow in 2017
  • Turkish vehicle parc has risen annually over the last five years
  • Total fuel volumes in Turkey significantly rose in 2016 as vehicle parc levels increased
  • Diesel accounted for 83.0% of fuel value in Turkey in 2016
  • Fuel volumes will continue to increase towards 2022 due to rising disposable incomes as the Turkish economy grows over this period
  • Average fuel prices began to rise in 2016 for the first time since 2012
  • The number of motorway sites in Turkey have declined over the last five years due to low fuel volumes and a crowded market
  • There are currently no unmanned service stations in Turkey
  • Appendix
  • Methodology

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report