Service Station Retailing in Poland

Table of Contents

ANALYSIS SUMMARY

• Although the rise in fuel prices in Poland has led to lower average fuel volumes per car, the total spend on diesel fuel is on the rise
  • The car parc in Poland has risen steadily since 2005
  • The number of service stations in Poland started to fall in 2008
  • Petrol cars still make up the vast majority of the Polish car parc
  • The average fuel volume per car has been decreasing since 2006
  • Fuel prices in Poland have risen sharply since 2002
  • The total spend on diesel at service stations has increased greatly
  • Poland' s penetration of unmanned sites is rising but remains low
  • Poland has a very small network of motorway service stations
• The Polish service station market largely consists of smaller players and the motorway station segment is relatively undeveloped
  • Poland has a highly fragmented service station market
  • The majority of fuel retailers do not operate any unmanned sites
  • In Poland, only Shell and PKN Orlen have sites on a motorway
  • The volume of fuel sold at PKN Orlen accounts for 30% of all sales
• PKN Orlen is the top fuel retailer in Poland, while BP and Shell continue to vigorously expand their networks
  • PKN Orlen is the leading fuel retailer in the Polish market
  • BP retails the largest volume of fuel per site out of the top five
  • Shell' s expansion of site numbers maintains a fast pace
  • LOTOS' market volume share in Poland remains at 6%
  • Statoil has gained extra sites but is losing volume market share
• As the penetration of service stations with a shop in Poland is rising, most major fuel retailers are developing their non-fuel offer
  • The penetration of service stations with a shop keeps rising
  • Over a third of service station shops are PKN Orlen branded
  • Most fuel retailers in Poland have a shop on all their sites
  • PKN Orlen is steadily expanding its shop network in Poland
  • BP' s Wild Bean Cafe is developing its own brand coffee
  • Shell' s stores operate under a variety of individual banners
  • The LOTOS shop network is losing site market share
  • Statoil is developing its own brand convenience products
• The total number and network penetration of car washes continues to grow in Poland
  • Service station car wash penetration has increased since 2005
  • BP has the highest number of service station car washes in Poland
  • PKN Orlen has a low penetration of car washes on its sites
  • BP grants rewards based on customers' chosen wash purchase
  • Over half of Statoil' s service stations have a car wash facility
  • Shell has invested in tunnel wash facilities at its busiest sites
  • Grupa LOTOS car wash sites continue to expand
• The partners of the major loyalty programmes in Poland include Formula 1 and KFC
  • PKN Orlen' s VITAY loyalty scheme has three types of cards
  • BP' s Partnerclub loyalty scheme is valid for all purchases
  • Shell' s SMART loyalty cardholders can win Formula 1 tickets
  • The LOTOS/Esso card is valid at Esso and LOTOS sites
  • Statoil' s Premium Club partners include KFC and Eurobank

APPENDIX

• All data is taken from our 2009 Service Station Retailing Database
  • Stage one - Agree scope and definitions
  • Stage two - Collating the information
  • Stage three - Data-inputting and checks
  • Stage four - Full data finalization check
• Further reading
• Ask the analyst
• Datamonitor consulting
• Disclaimer