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Convenience and Foodservice at the Service Station

Convenience and Foodservice at the Service Station

Summary

Globally, the number of convenience stores and food outlets at service stations are expected to grow4.9% on average between 2015 and 2019. With motorists increasingly using service stations to purchase grocery items and more major fuel retailers partnering with convenience retailers, Verdict expects non fuel sales to rise over the next few years.

Verdict has identified that the average frequency of purchases at service station retailers who are partnered with a local grocer or fast food retailer is higher than at fuel retailers that only offer own brand retail products. In the UK, some fuel retailers have seen average motorist expenditure increase by up to 13% due to strong partnerships with grocers and fast food retailers.

On average, motorists use the retail facilities at the service station one and half times per month compared to four times to refuel. In order to increase the frequency of retail purchases at the service station, it is important for fuel retailers to examine their product mix and establish how best to target the needs of motorists.

Key Findings

  • Convenience is key to increasing site appeal. Small store formats are a success, not least when they are situated at service station forecourts. However the one size fits all approach is no longer suitable, and the format must adapt depending on the local demographic and passing traffic. Key shopper missions must be identified by retailers in order to make the most of a convenience store, and in turn, increase site appeal. This can be done by adapting the store layout to make it easier for motorists to complete a shop, or indeed just refuel.
  • New concepts and seasonal flavors will drive footfall. Depending on their customer profile, forecourts can offer their novelty-seeking guests new foodservice concepts such as bubble tea bars which would offer a fun alternative to their usual experience. Moreover, seasonal flavors promising an indulgent treat to motorists should be included in the menus of foodservice outlets and promoted in order to generate extra footfall and raise brand awareness.
Synopsis

“Convenience and Foodservice at the Service Station”, is an essential resource for service station retailers big and small looking to increase the productivity and attractiveness of their proposition to motorists across the globe. Verdict examines the key ways to adopt a low risk, high reward convenience and foodservice offer to the forecourt through detailed market data, and insightful analysis of the trends impacting key retailers and markets over the coming five years.

Reasons To Buy
  • Understand the key future trends set to affect the future of the market to shape your future strategies.
  • Benchmark your convenience retail business's profitability by accessing competitors' shop site network data
  • Develop new marketing ideas by examining the shop strategies related to product mix, promotions, and partners employed by retailers.
  • Examine the breakdown of different food product categories, to more effectively plan your product mix.
  • Drive customer footfall at service station shops by understanding what features customers value and use most at European service stations and shops.


  • EXECUTIVE SUMMARY
    • Outlook and recommendations
      • Foodservice is evolving, and retailers must get on board
      • Convenience is key to increasing site appeal
  • MARKET DATA
    • Convenience market value
      • Table Value of the convenience retail market across all formats (€m), y-o-y growth (%), 2010-15e
      • Table Value of the convenience retail market across all formats (€m), y-o-y growth (%), 2015e-19e
    • Service station shop numbers
      • Shop sites by country
        • Table Proportion of service station sites with a shop (%), 2010-15e
      • Austria
        • Table Proportion of service station sites with a shop (%), Austria, 2010-15e
      • Belgium
        • Table Proportion of service station sites with a shop (%), Belgium, 2010-15e
      • Bulgaria
        • Table Proportion of service station sites with a shop (%), Bulgaria, 2010-15e
      • Czech Republic
        • Table Proportion of service station sites with a shop (%), Czech Republic, 2010-15e
      • Denmark
        • Table Proportion of service station sites with a shop (%), Denmark, 2010-15e
      • Estonia
        • Table Proportion of service station sites with a shop (%), Estonia, 2010-15e
      • Finland
        • Table Proportion of service station sites with a shop (%), Finland, 2010-15e
      • France
      • Germany
        • Table Proportion of service station sites with a shop (%), Germany, 2010-15e
      • Greece
        • Table Proportion of service station sites with a shop (%), Greece, 2010-15e
      • Hungary
        • Table Proportion of service station sites with a shop (%), Hungary, 2010-15e
      • Ireland
        • Table Proportion of service station sites with a shop (%), Ireland, 2010-15e
      • Italy
        • Table Proportion of service station sites with a shop (%), Italy, 2010-15e
      • Latvia
        • Table Proportion of service station sites with a shop (%), Latvia, 2010-15e
      • Lithuania
        • Table Proportion of service station sites with a shop (%), Lithuania, 2010-15e
      • Luxembourg
        • Table Proportion of service station sites with a shop (%), Luxembourg, 2010-15e
      • Netherlands
        • Table Proportion of service station sites with a shop (%), Netherlands, 2010-15e
      • Norway
        • Table Proportion of service station sites with a shop (%), Norway, 2010-15e
      • Poland
        • Table Proportion of service station sites with a shop (%), Poland, 2010-15e
      • Portugal
        • Table Proportion of service station sites with a shop (%), Portugal, 2010-15e
      • Romania
        • Table Proportion of service station sites with a shop (%), Romania, 2010-15e
      • Russia
        • Table Proportion of service station sites with a shop (%), Russia, 2010-15e
      • Slovakia
        • Table Proportion of service station sites with a shop (%), Slovakia, 2010-15e
      • Slovenia
        • Table Proportion of service station sites with a shop (%), Slovenia, 2010-15e
      • Spain
        • Table Proportion of service station sites with a shop (%), Spain, 2010-15e
      • Sweden
        • Table Proportion of service station sites with a shop (%), Sweden, 2010-15e
      • Switzerland
        • Table Proportion of service station sites with a shop (%), Switzerland, 2010-15e
      • Turkey
        • Table Proportion of service station sites with a shop (%), Turkey, 2010-15e
      • UK
        • Table Proportion of service station sites with a shop (%), UK, 2010-15e
    • Key foodservice data
      • Table Foodservice outlet numbers at service station forecourts, 2010-14
      • Table Foodservice outlet numbers at service station forecourts, 2015e-19e
      • Table Growth in number of foodservice outlets at service station forecourts (%)
      • Table Growth in number of foodservice outlets at service station forecourts (%)
      • Table Foodservice transaction numbers at service station forecourts(m), 2010-14
      • Table Foodservice transaction numbers at service station forecourts(m), 2015e-19e
      • Table Growth in foodservice transactions at service station forecourts (%)
      • Table Growth in foodservice transactions at service station forecourts (%)
      • Table Foodservice sales at service station forecourts (USD $m), 2010-14
      • Table Foodservice sales at service station forecourts (USD $m), 2015e-19e
      • Table Growth in foodservice sales at service station forecourts (%)
      • Table Growth in foodservice sales at service station forecourts (%)
      • Table Average transaction value of foodservice sales at service station forecourts (USD $), 2010-14
      • Table Average transaction value of foodservice sales at service station forecourts (USD $), 2015e-19e
      • Table Growth in average transaction value of foodservice sales at service station forecourts (%)
      • Table Growth in average transaction value of foodservice sales at service station forecourts (%)
  • MOTORIST ATTITUDES TO CONVENIENCE AND FOODSERVICE
    • Motorist survey data
      • Convenience and foodservice influence on station selection
        • Table Influence of availability on service station selection (1 low-5 high), all markets, 2014
        • Table Influence on service station selection (1 low-5 high), all markets, 2014
        • Table Influence on service station selection (1-5), all markets, 2014
        • Table Influence on service station selection (1-5), all markets, 2014
  • RETAILER PERFORMANCE IN CONVENIENCE AND FOODSERVICE
    • Motorist survey data
      • Grocery product frequency
      • Fast food frequency
      • Coffee frequency
  • CONVENIENCE TRENDS ACROSS EUROPE
    • Convenience stores
    • Changes to the proposition
    • Symbol groups and partnerships add clout to fuel offer
    • Private label and fresh food
      • Table Soft drink volume by product, top five fuel markets and Russia, 2011-14
    • Additional services at the forecourt
      • Multichannel participation
    • Automotive
  • FOODSERVICE TRENDS ACROSS EUROPE
    • A growing focus on health and flavour innovation impact the forecourt foodservice offer
    • Healthier indulgence is gaining prominence
    • Less calorific options are in demand
    • Freefrom food should be an area of focus
    • Customers will be drawn to new flavours
    • Seasonal offerings drive footfall
    • New formats turn food to go into food to stay
      • Waitrose grazing
    • Mobile ordering will be the fastest, most convenient way to serve motorists
      • Customisation and convenience drive mobile ordering growth
      • Mobile apps will attract a new breed of time-poor motorists to forecourts
      • Enhanced mobile functionality will help exceed motorist expectations
    • Evolving meal occasions offer new upsell opportunities
      • Time-scarcity transforms meal consumption habits
      • Fast-food chains create their evening concepts
      • Forecourt foodservice should adapt its offer based on the time of day
      • More snacking occasions should be targeted…
      • in a way relevant to motorist profiles
    • Foodservice vending brands boost convenience profits
      • Drink vending offers lucrative opportunities for forecourt retailers
      • Costa Express machines
      • Effective marketing and product placement will help monetise foodservice vending
  • APPENDIX
    • Private label volume data
      • Table Bakery & cereals private label volumes, growth and share, 2011-14
      • Table Bakery & cereals private label penetration, 2011-14
      • Table Confectionery private label volumes, growth and share, 2011-14
      • Table Confectionery private label penetration, 2011-14
      • Table Dairy & soy private label volumes, growth and share, 2011-14
      • Table Dairy & soy private label penetration, 2011-14
      • Table Fish & seafood private label volumes, growth and share, 2011-14
      • Table Fish & seafood private label penetration, 2011-14
      • Table Ice cream private label volumes, growth and share, 2011-14
      • Table Ice cream private label penetration, 2011-14
      • Table Meat private label volumes, growth and share, 2011-14
      • Table Meat private label penetration, 2011-14
      • Table Oils & fats private label volumes, growth and share, 2011-14
      • Table Oils & fats private label penetration, 2011-14
      • Table Pasta & noodles private label volumes, growth and share, 2011-14
      • Table Pasta & noodles private label penetration, 2011-14
      • Table Prepared meals private label volumes, growth and share, 2011-14
      • Table Prepared meals private label penetration, 2011-14
      • Table Savoury & deli foods private label volumes, growth and share, 2011-14
      • Table Savoury & deli foods private label penetration, 2011-14
      • Table Savoury snacks private label volumes, growth and share, 2011-14
      • Table Savoury snacks private label penetration, 2011-14
      • Table Seasonings, dressings & sauces private label volumes, growth and share, 2011-14
      • Table Seasonings, dressings & sauces private label penetration, 2011-14
      • Table Soup private label volumes, growth and share, 2011-14
      • Table Soup private label penetration, 2011-14
      • Table Syrups & spreads private label volumes, growth and share, 2011-14
      • Table Syrups & spreads private label penetration, 2011-14
      • Table Beer & cider private label volumes, growth and share, 2011-14
      • Table Beer & cider private label penetration, 2011-14
      • Table Hot drinks private label volumes, growth and share, 2011-14
      • Table Hot drinks private label penetration, 2011-14
      • Table Soft drinks private label volumes, growth and share, 2011-14
      • Table Soft drinks private label penetration, 2011-14
    • Methodology
      • primary research
      • market modelling
      • primary validation
      • data finalisation
    • Disclaimer

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