Service Station Retailing in Poland 2011
Report description
Based on Verdict's proprietary market data and insight into key fuel retailers, this brief provides you with an up-to-date picture of the fuel retailing market in Poland. In addition to outlining service station numbers, fuel sales, competitor shares, and fuel and site forecasts, it also details retailers' c-store, car wash, and unmanned site numbers with an overview of their product offerings.
- Benchmark your service station retail offer against the major national players in the sector by examining their number of sites, shops and car washes.
- Develop new marketing ideas for your service station shop, car wash, and card propositions by examining the activities of other players across Poland.
- Make informed pitches to potential partners by gaining insights into the major retailers’ networks, market shares, fuel throughputs, and future plans.
- Assess overall market entry potential by accessing key market indicators including registered cars, national fuel volumes, and average prices.
The total number of service stations in Poland grew by 0.6% over 2010 to reach 6,755 sites. Retail fuel demand in Poland has been growing steadily for the past decade. However, in 2010, fuel consumption fell by 1.4% year-on-year. In 2010, petrol consumption decreased by 9.9% over 2009 and diesel sales grew by 2.8%.
The top five fuel retailers by fuel volume share account for 46.3% of the entire Polish service station network. PKN Orlen, the largest player, accounts for 25.4% of all service stations in the country. Orlen also accounts for more than half of all motorway sites.
Over 60% of all service stations feature a forecourt shop in Poland. PKN Orlen, BP, and Shell account for almost 60% of all service stations with a shop in the country. BP and Orlen have partnered with national grocery players, namely Spar and Carrefour, respectively. A car wash facility is present at over 20% of all service stations in Poland.
- Who are the top five players in the Polish service station retail market and how many sites, shops, and car washes do they have?
- What is the market share and average fuel throughput per site of the top five players in Poland?
- How is the service station network evolving and which players are opening new outlets, as well as increasing forecourt shops and car washes?
- What strategies do the key players have across their fuel and non-fuel offerings in terms of products sold, branding, partnerships and suppliers used?
Table of contents
THIS BRIEF IS DELIVERED IN A POWERPOINT PRESENTATION FORMAT.
•Please select the Slidepack download option.
CONTENTS SUMMARY
•Service station competitor overview
A metrics of the top three fuel retailers in terms of fuel volume share and the number of service stations, motorway sites, unmanned sites, shops, and car wash.
•Service station market overview
A brief synopsis of the service station market and basic commentary regarding fuel consumption, fuel prices, network changes, fuel volumes and network forecasts, motorway sites, unmanned sites, and shop and car wash penetration.
•Company level charts showing:
Service station network size by brand,
Fuel volume market share by brand,
Motorway service stations by brand,
Unmanned service stations by brand, 2011
Competitor ranking in 2010 compared to
•Top five fuel retailers’ fuel and network information, including:
Network size
Motorway sites
Unmanned sites
Company owned and dealer owned sites
Fuel volume market share
Average throughput
Types of fuel sold
Additional secondary information, e.g. LPG sites, planned expansion/divestments
•Top five fuel retailers’ shop sites, including:
Shop network and penetration, over five years
Shop proposition, brand name, partnerships, and additional secondary information
•Top five fuel retailers’ car wash sites, including:
Car wash network and penetration, over five years
Car wash types, manufacturers, and additional secondary information
•Top five fuel retailers commercial fuel card and B2C loyalty card offerings
Basic marketing information on card features, such as network acceptance and incorporated services, and pictures of loyalty and fuel cards.
•Market level charts showing:
Total service stations, cars per service station, and population per service station, over five years
Car parc and population per car, over five years
Proportion of petrol and diesel cars, over five years
Total fuel volume sales through service stations, average fuel volumes per car, average fuel volumes per service station, over five years
Global oil prices, 95 octane petrol prices, 98 octane petrol prices, and autodiesel prices, over eight years
Total diesel sales value in €, total petrol sales value in €, average fuel spend per car in €, average fuel spend per service station in €, over five years
Total motorway service stations, over five years
Total unmanned service stations, over five years
ANALYSIS SUMMARY
•The number of service stations in Poland increased by 0.6% in
Over a quarter of service stations are operated by PKN Orlen
The top five fuel retailers account for 65.7% of fuel volume sales
Only three players in Poland operate sites on the motorway
Neste is the only player to exclusively operate unmanned sites
PKN Orlen’s low cost sites operate under the Bliska brand
BP opened its first site on the motorway in June
In 2011, Shell ran a promotional offer in partnership with Lidl
Lotos is building a chain of low-cost service stations
Statoil purchased 16 unmanned sites in
•Over 60% of service stations feature a shop over 10 sq m
PKN Orlen dominates the Polish service station shop market
All major fuel retailers have a shop at over 74% of their sites
Some PKN Orlen sites feature Spar Express convenience stores
In 2011, the first Carrefour Express opened at a BP branded site
Some Shell sites feature restaurants operated by Autogrill
Statoil boosted the number of sites with a shop by 8.3% in
McDonald’s is present at some large Grupa Lotos sites
•A car wash is present at just over a fifth of service stations
BP has the highest number of service stations with a car wash
A car wash is present at around two-thirds of BP-branded sites
The proportion of PKN Orlen sites with a car wash is rising
Over half of Statoil branded sites feature a car wash
Shell is steadily reducing the number of sites with a car wash
Only a quarter of Grupa Lotos sites feature a car wash
•In 2010, total fuel consumption decreased by 1.4%
The national fuel retail network expanded slightly in
The Polish car parc increased by 2.8% in
The proportion of diesel cars in Poland is growing quickly
Average fuel volume sales per site are rising continuously
Fuel prices rose in 2010, in line with growing oil prices
Diesel sales values through service stations grew by 29.2% in
10 motorway service stations opened in
Less than 3% of service stations in Poland are unmanned
APPENDIX
•All data are taken from our 2011 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
•Disclaimer
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