美國加油站市場

Abstract

Gas prices are at an all time high, which has led to increasing gas sales. Yet, consumers are driving less, seeking transportation alternatives, and shopping-around for deals. To compete, gas stations must reevaluate their business models. At the heart of this, station operators need to look at creative ways to attract customers. This report outlines a number of strategies for differentiation:

• What foodservice offerings will be most effective
• How extra services can lure in a new breed of customer
• How to best target Hispanics, families with children, larger households, and young adults
• How payment alternatives can ease the burden of credit card fees and how to implement these changes

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources
• Sales data
• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Key points
• Gas prices alter the market dynamic
• In-store activity needs to increase
• Foodservice the "next big thing"
• Beyond foodservice
• Convenience still at the core
• Special features can make a difference
• Advertising an essential effort
• Branding can present a pitfall
• Key demographics
• Families with children and large households
• Younger respondents are also making more trips to gas stations
• Hispanics deserve special attention
• Market Size and Forecast
• Key points
• The joy ride is over
• Yet retailers continue to battle for customers
  • Figure 2: U.S. sales at gas stations, 2003-13
  • Figure 3: U.S. sales at convenience stores, 2001-12
• Segmentation
• Key points
• Gas ultimately is not the profit leader
• In-store holds challenging potential
  • Figure 4: U.S. sales at gas stations with convenience stores, 2001-12
  • Figure 5: U.S. sales at other gas stations, 2001-12
  • Figure 6: U.S. sales at gas stations, by segment, 2006 and 2008
  • Figure 7: U.S. Motor fuel sales at convenience stores, 2002-12
  • Figure 8: In-store sales at convenience stores, 2001-12
  • Figure 9: U.S. sales at convenience store, by segment, 2005 and 2007
• Decision Making Drivers
• Key points
• As gas prices hit all time highs...
  • Figure 10: Average annual crude oil pricing, 2002-06
  • Figure 11: Average gas price, third week of July, 2004-08
• ...people drive (and spend) less and hunt for bargains
• Desperate consumers shop around
• The many-headed hydra of cash versus credit
• What' s bringing them in-store -- Foodservice highlights
  • Figure 12: Growth of foodservice in c-stores, 2004-07
• Prepared food
• Hot dispensed beverages
• What' s bringing them in-store -- merchandise highlights
  • Figure 13: Growth of merchandise in c-stores, 2004-07
• Tobacco
• Packaged beverages
• Beer/malt beverages
• Brand Qualities
• Key points
• Perception of oil companies getting richer
• Marathon Oil Corp.
• BP
• Innovation and Innovators
• Key points
• Offering "win-win" payment alternatives
• "Green" gas stations
• Beyond the traditional format
• Offering alternative fuels
• Ethanol
• Biodiesel
• Fuel Cell Vehicles
• Advertising and Promotion
• Key points
• Foodservice bargains
• "Pumpvertising"
• Our gas is better than their gas
• Campaign spotlight -- Passionate Experts
  • Figure 14: Shell television ad, 2007
• Television ads
  • Figure 15: am/pm television ad, 2007
  • Figure 16: am/pm television ad, 2007
  • Figure 17: Citgo television ad, 2007
  • Figure 18: Marathon television ad, 2007
  • Figure 19: Speedway television ad, 2007
  • Figure 20: Speedway television ad, 2007
  • Figure 21: Speedway television ad, 2007
  • Figure 22: Speedway television ad, 2007
  • Figure 23: Speedway television ad, 2007
  • Figure 24: Valero television ad, 2007
  • Figure 25: Valero television ad, 2007
• Key Demographics
• Key points
• Children and larger households drive trips
  • Figure 26: U.S. population projections of kids, by age, 2003-13
  • Figure 27: Number of married and single U.S. households with children, by age, income and race/ethnicity, 2005
• Hispanics have more kids and prefer a more intimate shopping experience
  • Figure 28: U.S. population, by race and Hispanic origin, 2003-13
  • Figure 29: U.S. buying power, by ethnicity, 1990-2011
• Frequency of Gas Station Visits
  • Figure 30: Frequency of gas station visits, presence of children in household, July 2008
  • Figure 31: Frequency of gas station visits, by number of people in household, July 2008
  • Figure 32: Changes in number of gas station visits, by age, July 2008
  • Figure 33: Changes in number of gas station visits, by presence of children, July 2008
  • Figure 34: Impact on driving due to high gas prices, by age, July 2008
  • Figure 35: Impact on driving due to high gas prices, by presence of children, July 2008
• Average Expenditure
  • Figure 36: Average spent per week at gas stations, by presence of children, July 2008
  • Figure 37: Average spent per week at gas stations, by number of people in household, July 2008
• Items Purchased
  • Figure 38: Items purchased at gas stations, by age, July 2008
  • Figure 39: Items purchased at gas stations, by presence of children, July 2008
• Types of Food/Drink Purchased
  • Figure 40: Food/drink purchased at gas stations, by age, July 2008
  • Figure 41: Food/drink purchased at gas stations, by region, July 2008
• Attitudes About Gas Stations/Reasons For Not Purchasing
  • Figure 42: Attitudes about gas stations, by age, July 2008
  • Figure 43: Attitudes about gas stations, by number of people in household, July 2008
  • Figure 44: Reasons for not buying things other than gas, by age, July 2008
  • Figure 45: Reasons for not buying things other than gas, by presence of children, July 2008
• Race and Ethnicity
• Frequency of gas station visits
  • Figure 46: Frequency of gas station visits, by race/Hispanic origin, July 2008
  • Figure 47: Changes in number of gas station visits, by race/Hispanic origin, July 2008
  • Figure 48: Impact on driving due to high gas prices, by race/Hispanic origin, July 2008
• Average expenditure
  • Figure 49: Average spent per week at gas stations, by race/Hispanic origin, July 2008
• Items purchased
  • Figure 50: Items purchased at gas stations, by race/ethnicity, July 2008
• Types of food/drink purchased
  • Figure 51: Food/drink purchased at gas stations, by race/Hispanic origin, July 2008
• Attitudes about gas stations/reasons for not purchasing
  • Figure 52: Attitudes about gas stations, by race/Hispanic origin, July 2008
  • Figure 53: Reasons for not buying things other than gas, by race/Hispanic origin, July 2008
• Deeper Analysis--Infrequent Fillers, Gas Gateways and Loyal Denizens
• Insights
• Infrequent Fillers
• Gas Gateways
• Loyal Denizens
• Cluster 1: Infrequent Fillers
• Cluster 2: Gas Gateways
• Cluster 3: Loyal Denizens
  • Figure 54: Gas station visitor clusters, Month 2008
  • Figure 55: On average, how often do you visit gas stations? by gas station visitor clusters, Month 2008
  • Figure 56: Compared to one year ago, do you...? by gas station visitor clusters, Month 2008
  • Figure 57: On average, how much do you spend per week shopping at gas stations (including gas)? by gas station visitor clusters, Month 2008
  • Figure 58: Which of the following items do you buy at gas stations? by gas station visitor clusters, Month 2008
  • Figure 59: Do you agree or disagree with the following statements? by gas station visitor clusters, Month 2008
  • Figure 60: Thinking of higher gas prices, please tell us whether you agree or disagree with the following statements by gas station visitor clusters, Month 2008
  • Figure 61: Gas station visitor clusters by gender, Month 2008
  • Figure 62: Gas station visitor clusters by age group, Month 2008
  • Figure 63: Gas station visitor clusters by income group, Month 2008
  • Figure 64: Gas station visitor clusters by race, Month 2008
  • Figure 65: Gas station visitor clusters by Hispanic origin, Month 2008
• Methodology
• Appendix: Frequency of Gas Station Visits
  • Figure 73: Frequency of gas station visits, by gender, July 2008
  • Figure 74: Frequency of gas station visits, by age, July 2008
  • Figure 75: Frequency of gas station visits, by household income, July 2008
  • Figure 76: Frequency of gas station visits, by region, July 2008
  • Figure 77: Changes in number of gas station visits, by household income, July 2008
  • Figure 78: Changes in number of gas station visits, by region, July 2008
  • Figure 79: Changes in number of gas station visits, by number of people in household, July 2008
  • Figure 80: Impact on driving due to high gas prices, by gender, July 2008
• Appendix: Average Expenditure
  • Figure 81: Average spent per week at gas stations, by gender, July 2008
  • Figure 82: Average spent per week at gas stations, by age, July 2008
  • Figure 83: Average spent per week at gas stations, by household income, July 2008
• Appendix: Items Purchased
  • Figure 84: Items purchased at gas stations, by gender, July 2008
  • Figure 85: Items purchased at gas stations, by income, July 2008
  • Figure 86: Items purchased at gas stations, by region, July 2008
  • Figure 87: Items purchased at gas stations, by number of people in the household, July 2008
• Appendix: Types of Food/Drink Purchased
  • Figure 88: Food/drink purchased at gas stations, by gender, July 2008
  • Figure 89: Food/drink purchased at gas stations, by household income, July 2008
  • Figure 90: Food/drink purchased at gas stations, by presence of children, July 2008
  • Figure 91: Food/drink purchased at gas stations, by number of people in household, July 2008
• Appendix: Attitudes About Gas Stations/Reasons For Not Purchasing
  • Figure 92: Attitudes about gas stations, by gender, July 2008
  • Figure 93: Attitudes about gas stations, by household income, July 2008
  • Figure 94: Attitudes about gas stations, by presence of children, July 2008
  • Figure 95: Reasons for not buying things other than gas, by household income, July 2008
  • Figure 96: Reasons for not buying things other than gas, by region, July 2008
• Appendix: Trade Associations