Abstract
Overview
Introduction
As companies reposition existing brands or create new fuel brand concepts,
they need to ensure their marketing is correctly targeted towards the
ever-diversifying range of motorists. By showing where premium fuels have been
most successful and the reasons why motorists purchase them, this brief
enables companies to develop their product offering and marketing campaigns.
Scope
- Insight into premium fuel use in Europe, covering comprehensive data on
premium fuel sales and an indication of future uptake in each market
- Analysis of the reasons why motorists purchase premium fuels including a
breakdown of premium petrol and diesel customers by core motivation
- A review of how key consumer trends, such as perceptions of luxury items,
have an influence on motorists' motivations for buying premium products
- An understanding of premium fuel retailers' marketing strategies and the
extent to which these are ' on-trend' with consumers' desires
Report Highlights
Premium fuels have been most successful in Portugal where average premium
fuels consumption per registered car is 180 liters. Spain and the Netherlands
have the second highest consumption of premium fuels per registered car.
Although motorists' motivations for buying premium fuels vary significantly
between markets, overall, improved engine care is the most important. In
Portugal and Spain, it is estimated that improved engine care is the core
motivation for 50% and 45% of premium fuels customers respectively.
There is particularly strong growth potential in markets which are immature,
such as France and Italy. However, prospects are good across all of the six
markets covered for premium fuel retailers who concentrate their marketing
campaigns on improved engine care and vehicle efficiency.
Reasons to Purchase
- Assess where premium fuels have been the most successful and where the
strongest growth is expected to take place over the next three years
- Evaluate consumers' motivations for buying premium petrol and diesel and
how this is reflective of wider consumer trends
- Gauge which marketing campaigns are most aligned with motorists'
motivations for buying premium fuel and how best to focus marketing strategy
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