Abstract
Overview
Introduction
Since the launch of the Shell Optimax brand in 2001, the use of premium fuels
has grown and they now account for a significant part of European fuel sales
in selected markets. Fuel retailers are interested in differentiated fuel
offerings. This brief examines the penetration of premium petrol and diesel in
key European markets and reviews the major premium fuel providers.
Scope
- An overview of the leading premium fuel brands and their availability,
both in terms of site numbers and as a proportion of total company sites.
- Premium fuel penetration by market, in volume terms and as a proportion of
total petrol and diesel sales.
- Information on the main promotional activities and marketing campaigns of
the key premium fuel retailers.
- Predictions on the penetration of premium petrol and diesel volumes across
selected European fuel markets to 2010.
Report Highlights
Although most major oil companies in Europe have a premium fuel offering, the
proportion of their service stations selling premium fuel varies. Shell' s
V-Power petrol is available at 82% of Shell service stations across 15
European markets whereas Agip' s BluSuper premium petrol is available at under
half of its sites in France and Italy.
Oil companies have led focused marketing campaigns to encourage the
consumption of premium fuels. Marketers do not use the same message for
premium petrol and premium diesel. ' Environmental protection' is the core
marketing message of premium diesel promotions whilst ' improved engine care'
is the core marketing message of premium petrol promotions.
The penetration of premium fuels varies greatly by market. Luxembourg has the
highest penetration rate in Europe with premium petrol and diesel accounting
for over 10% of total fuel volume sales. Ireland has one of the lowest
penetration rate with premium fuels accounting for less than 1% of total fuel
sales.
Reasons to Purchase
- Measure the availability of premium fuel brands across Europe, both in
terms of total site numbers and proportion of company sites.
- Uncover the core marketing messages and channels used by retailers to
promote premium fuels.
- Learn the extent to which premium petrol and diesel have penetrated the
European motor fuel market and relative consumption by market.
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