2017 National Monitor of Fuel Consumer Attitudes ACAPMA

Transcription

1 2017 National Monitor of Fuel Consumer Attitudes ACAPMA

2 FIVE DIFFERENT FUEL SHOPPERS

3 Convenience Store Shopper Location Driven Price Sensitive, Fuel Only Price Sensitive, Loyalty Fixed Retailer Percentage of Consumers 31% 19% 15% 17% 18% Gender Mainly Female Female and male Mainly Male Mainly Male Mainly Male Age Income Low to middle Middle to high Low to middle Low Middle to high Fuel Purchase Behaviour % Purchase convenience with fuel 40% 7% 7% 5% 27% % Visit service station at least once per week 70% 37% 41% 31% 49% % Convenience spend >$10 40% 14% 8% 11% 37% Convenience items purchased (with fuel) Coffee (46%), groceries (30%) Cold drinks (83%), chips, lollies & snacks (64%) Cold drinks (83%), chips, lollies & snacks (42%) Newspapers (67%), cold drinks (56%), Coffee (51%), groceries (33%), Convenience Only Shopping % Convenience only shoppers 53% 18% 20% 13% 25% % Convenience only at least once per week 46% 8% 11% 4% 39% % Convenience only spend >$10 41% 24% 21% 17% 36% Expanded Convenience Offer Likelihood to Purchase Expanded Offer 45% 11% 17% 9% 31% Likelihood to Influence Retailer Choice 42% 9% 10% 4% 26% Most Interested In Coffee (45%), fresh bakery items (38%), café style food (28%) None of these(42%), cold drinks (30%), fresh bakery items (23%) None of these (42%), coffee (27%), fresh bakery items (21%) None of these (43%), coffee (26%), fresh bakery items (22%) Coffee (44%), fresh bakery items (40%), café style food (27%)

4 The Fuel Shopper Segments Amy Nicole Mick Bob Jeff convenience store shopper location driven fuel shopper price sensitive fuel only shopper price sensitive loyalty shopper fixed retailer shopper Mainly female, aged around 30. They buy coffee, snacks, top up grocery from fuel station. The range of convenience offerings is as important as price to them. Male and female, middle age with mid to high income. They purchase fuel whenever they need. Location is relatively more important to them. They don t pay much attention to other products or price. Lower income, mainly aged over 50. They are sensitive to fuel price. To save money, they will compare price and even drive out of their way for cheaper fuel. Mainly male, senior generation drivers with low income. They are sensitive to price and will wait for cheap fuel. However, they are inclined to purchase fuel at the same fuel retailer. Mostly are above 40 years old, male, mid to high income. Not many factors will affect their purchase decision. They usually just go back to the same retailer. 31% 19% 15% 17% 18%

5 MORE THAN FUEL THE CONVENIENCE OFFER

6 Fuel & Convenience Do you generally purchase fuel only or fuel and convenience items? Fuel & Convenience 20% 40% 7% 8% 80% 5% Fuel Only 27%

7 Over 25% of consumers under 50 use a service station as a convenience store to purchase other products when they buy fuel 32% % Fuel & Convenience Buyers 26% 25% 27% 26% 15% 12% 10% 8% Over 70 Male Female Q When you visit a service station to buy fuel, do you generally? Sample = 1042

8 70% 49% visit a service station at least once a week % Visit at Least Once per Week 49% 49% 37% 41% 31% Total Convenience Store Shopper Location Shopper Price Sensitive, Fuel Only Price Sensitive, Loyalty Fixed Retailer Q. Approximately, how often do you generally visit a service station?

9 As well as visiting more frequently, the Amy & Jeff segments also tend to spend more on convenience purchases 35% 40% % Spend More than $10 37% 14% 8% 11% Total Convenience Store Shopper Location Shopper Price Sensitive, Fuel Only Shopper Price Sensitive, Loyalty Shopper Fixed Retailer Shopper Total Male Female Less than $ % 13% 24% 10% 12% 5% 18% 4% 18% Over $10 35% 40% 34% 31% 37% 55% 18% 50% 25% Q Aside from fuel, approximately how much do you usually spend on other products when you visit a service station? n = 212

10 Cold drinks and snacks are the most frequently purchased items, although hot drinks, groceries, takeaway and café style food are more often purchased by the convenience shopper and fixed retailer segments. 57% 45% 43% 29% 28% 25% 17% 7% 2% Cold drinks Chips, lollies and snacks Coffee / hot drink Groceries or other convenience items Fast / takeaway food Newspapers / magazines Café style food / meal Non-food items Other Q. What other products do you purchase with your fuel? n = 212 Q What other products do you purchase with your fuel? Sample = 212

11 Price is the main reason consumers don t buy anything else when they purchase fuel 69% 24% 19% 7% 4% 3% The prices Other Limited product range Poor product quality Poor store presentation Poor Customer service Total Convenience Shopper Location Driven Price Sensitive, Fuel Only Price Sensitive, Loyalty Shopper Fixed Retailer Sample The prices 69% 71% 67% 81% 66% 59% Other 24% 12% 33% 20% 27% 31% Limited product range 19% 19% 16% 16% 21% 20% Poor product quality 7% 9% 6% 5% 3% 10% Poor store presentation / layout 4% 7% 2% 2% 4% 5% Poor Customer service 3% 8% 2% 1% 2% 2% Q21.A What prevents you from buying other items when you purchase fuel? Sample = 746

12 CONVENIENCE ONLY SHOPPERS Do consumers use service stations for convenience or top up shopping? How often do they use a service station for convenience shopping, when they are not purchasing fuel? How much do they spend? What do they buy?

13 Visit without buying fuel Do you ever visit a service station without buying fuel? Yes 53% 30% 18% 20% 70% 13% No 25%

14 Over 40% of consumers under 40 use a service station to purchase products when they are not buying fuel 63% 44% 43% 45% % Convenience Only Shoppers 36% 21% 29% 23% 25% 14% 10% Fuel Only Fuel & Convenience Q Do you ever visit a service station without buying fuel? Sample = Over 70 Male Female

15 Cold drinks and top up groceries most frequent reasons for convenience only shopping 28% 25% 21% 21% 14% 12% 11% 8% 5% 5% To buy a cold drink To buy top up groceries or convenience items To buy coffee / hot drink To buy a snack To use facilities To buy newspaper To buy a fast food To buy other nonfood (rest rooms, ATM etc) / magazine / takeaway meal items Other To purchase café style food / meals Q When you go to a service station without buying fuel, what is usually the reason for your visit? Sample = 310

16 I actually often walk down here and just buy bread and milk and the paper if I want to on a Sunday. When they have a promotion on, I ll sometimes walk down and buy things when there s a promotion on. Male, 58

17 AN EXPANDED CONVENIENCE OFFER Would consumers purchase an expanded range of products from fuel stations? Would an expanded convenience offer be likely to attract shoppers to a fuel station? What products would they buy from an expanded offer?

18 Likely to purchase How likely are you to purchase from an expanded convenience offer? Likely 45% 26% 12% 16% 74% 9% Unlikely 31%

19 65% Interest in an expanded convenience offering is strongest amongst consumers under 50, particularly females. % Likely to Purchase From Expanded Convenience Range (Top 3 Box) 38% 30% 31% 32% 30% 16% 21% 12% 13% 21% Fuel Only Fuel & Convenience Over 70 Male Female Q How likely are you to purchase items such as coffee, café-style food, pre-prepared meals or grocery and deli items from a service station? Sample = 1042

20 42% of Amy-type shoppers are likely to choose a retailer because of an expanded offering 42% % Likely to choose a retailer because of an expanded range (Top 3 Box) 22% 26% 9% 10% 4% Total Convenience Store Shopper Location Shopper Price Sensitive, Fuel Only Shopper Price Sensitive, Loyalty Shopper Fixed Retailer Shopper Over 70 Male Female 28% 27% 35% 27% 15% 10% 9% 18% 27% Q How likely are you to choose a particular service station because it offers items such as coffee, café-style food, pre-prepared meals or grocery and deli items? Sample = 1042

21 Those who already purchase convenience items with their fuel are significantly more likely to purchase items from an expanded offer, particularly coffee, fresh bakery & café style food. 36% 30% 29% 19% 19% 15% 14% 14% 7% Coffee and other hot drinks Fresh bakery items None of the above Healthy food options Café style food Fresh food items Grocery products Pre-prepared meals Deli items Q If your service station was to offer an expanded range of products and services, which of the following g products would you be most likely to purchase? Sample = 1042

22 Questions