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.
Table of Contents
- DATAMONITOR VIEW
- ANALYSIS
- All of the major fuel retailers have launched a premium fuel offering
- Shell has been active in the premium fuels market since 2001
- Agip launched its premium BluDiesel in Italy in 2002
- BP started selling premium petrol and diesel in Europe in 2003
- Total Excellium was launched in France in 2005
- Across Europe, premium fuels have achieved mixed penetration rates
- Premium petrol and diesel account for the highest proportions of fuel
sales in Portugal and Spain
- Portugal is the only market where premium fuels account for over 10%
of fuel sales
- In Spain, premium petrol and diesel also account for a substantial
proportion of fuel sales
- The penetration of premium petrol in the Netherlands is the second
highest of the markets covered
- Premium fuels have made average penetration into the UK motor fuel
market
- In France, both premium petrol and premium diesel have achieved
limited penetration in the motor fuel market
- Of the markets covered, premium fuels have achieved the lowest
penetration in Ireland
- The major premium fuel retailers have all launched large marketing
campaigns
- ' Improved engine care' is the core marketing message of premium petrol
promotions
- ' Environmental protection' is the core marketing message of premium
diesel promotions
- Shell seeks to differentiate the V-Power brand by focusing on movement
- BP' s Ultimate brand is aimed at drivers who have a keen, technical
interest in cars
- Total has focused the core of its marketing campaign on fuel efficiency
- APPENDIX
- Definitions
- Further Reading
- Notes
- Ask the Analyst
- Disclaimer
- List of Figures
- Figure 1: Shell' s premium V-Power fuel is available in 16 European
markets
- Figure 2: Agip premium fuels are available in three of its 11 European
markets
- Figure 3: Premium fuels are available at almost all of BP' s service
stations
- Figure 4: Total premium fuels are available at a minority of its sites
- Figure 5: In Portugal, premium petrol and premium diesel sales account
for similar proportions of overall petrol and diesel volumes
- Figure 6: In 2006, 785 million liters of premium petrol and diesel
were sold in Portugal
- Figure 7: Premium diesel outsells premium petrol by almost three
liters to one
- Figure 8: In the Netherlands, around 80% more premium petrol is sold
than premium diesel
- Figure 9: Premium petrol and diesel account for around 5% of fuel
volume sales
- Figure 10: In France, premium diesel accounts for a higher proportion
of sales than premium petrol
- Figure 11: In Italy, premium diesel outsells premium petrol by one
liter to four
- Figure 12: Premium petrol and diesel account for a small fraction of
the Irish market
- Figure 13: 35% of respondents cited ' improved engine care' as their
main marketing message for premium petrol
- Figure 14: 40% of respondents cited ' environmental protection' as
their main marketing message for premium diesel
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