Service Station Retailing in Germany

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CONTENTS SUMMARY 2
Service station market overview 2
Brief synopsis of the service station market and basic commentary regarding fuel consumption, fuel prices, network changes, motorway sites, unmanned sites and shop and car wash penetration. 2
Market level charts showing: 2
Total service stations and population per car over time, over five years 2
Cars/population per service station, over five years 2
Total fuel consumption/Average fuel volumes per car/Average fuel volumes per service station, over five years 2
Global oil prices/95 Octane petrol/98 Octane petrol prices/Autodiesel prices, over seven years 2
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 2
Total motorway service stations, over five years 2
Total unmanned service stations, over five years 2
Company level charts showing: 2
Service station network size by brand, 2009 2
Motorway service stations by brand, 2009 2
Unmanned service stations by brand, 2009 2
Fuel volume market share by brand, 2008 2
Top five fuel retailers fuel and network information, including: 2
Network size 2
Fuel volume market share 2
Unmanned sites 2
Average throughput 2
Types of fuel sold 2
Dealer owned network size 3
Additional secondary information, e.g. LPG sites, planned expansion/divestments 3
Top five fuel retailers shop sites, including: 3
Shop network, over five years 3
Secondary shop/convenience store information 3
Top five fuel retailers car wash sites and secondary car wash information 3
Car wash network, over five years 3
Secondary car wash information, e.g. manufacturers used and prices. 3
Top five fuel retailers private loyalty card and business fuel card offerings 3
Basic marketing information on card features, such as network acceptance and incorporated services and pictures of loyalty and fuel cards. 3
ANALYSIS SUMMARY 3
Despite a slight fall in fuel consumption in Germany, high prices increased the value of service station fuel sales in 2008 3
The number of registered vehicles in Germany continues to grow 3
The number of service stations has decreased by 5.7% since 2005 3
A third of all cars in Germany are diesel powered 3
German service station fuel consumption fell in 2008 3
High global oil prices pushed up German fuel prices in 2008 3
The value of German service station fuel sales increased in 2008 3
In 2008, six motorway service stations were opened in Germany 3
With over 90% of fuel sold by 10 branded service station networks, Germany remains a relatively concentrated market 3
There are seven fuel retailers in Germany with networks greater than 500 service stations 3
Each of the major fuel retailers have a motorway presence 3
46% of fuel is sold through the Shell and Aral branded network 3
Aral and Shell are the dominant players in the German service station market 4
Aral operates Germany's largest network of service stations 4
Shell has the largest motorway service station network in Germany 4
Esso sells the third highest volume of fuel in Germany 4
Jet has the highest average fuel throughput in Germany 4
TOTAL divested 48 retail sites in Germany in 2008 4
The German market has a high penetration of service station shops 4
Just under 95% of German service stations feature a shop 4
34% of all service station shops are located on Aral and Shell sites 4
The four largest fuel retailers have a shop on all their sites 4
Aral has the largest number of service station shops 4
The majority of Shell service station shops measure over 50 sq m 4
All Esso branded service stations in Germany feature a shop 4
Spar Express is present at a third of Jet service stations 4
470 TOTAL branded sites feature a Café Bonjour coffee shop 4
Government regulations mean that Germany has one of the highest penetrations of service station car washes in Europe 4
Over 70% of German service stations have a car wash 4
Shell and Aral branded sites account for 40% of all service station car washes 4
Aral car washes include programmes for SUVs and convertibles 4
Shell has the largest network of service station car washes 4
Esso's Tiger Wash car washes recycle up to 90% of the water used 4
The Jet network accounts for 1% of all service station car washes 4
62% of TOTAL branded sites feature a car wash 4
Each of the five major fuel retailers offer a points-based loyalty card for non-business customers 4
Aral's PAYBACK loyalty scheme is partnered with Vodafone 5
Shell's iCash system allows Postbank cardholders to draw cash 5
The Esso Card for businesses is also accepted at Shell sites 5
The Jet Card can be used for all types of purchases 5
TOTAL offers three different types of fuel cards 5
APPENDIX 6
All data is taken from our 2009 Service Station Retailing Database 6
Stage one - Agree scope and definitions 6
Stage two - Collating the information 6
Stage three - Data-inputting and checks 6
Stage four - Full data finalization check 6
Further reading 6
Ask the analyst 6
Datamonitor consulting 6
Disclaimer 7