Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
Insights and Opportunities
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- Key points
- So much more than just a gas station...
- ...a community
- Wooing the “tank toppers”
- Foodservice, with caution
- Embracing cash and maximizing on credit cards
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- Figure 1: Use of gasoline credit cards, 2008
- Partnering for gas giveaways
Fast Forward Trends
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- Transumers
- Brand experience
Market Size and Forecast
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- Key points
- The joy ride is over
- Yet retailers continue to battle for customers
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- Figure 2: U.S. sales at gas stations, 2003-13
- Figure 3: U.S. sales at convenience stores, 2001-12
Segmentation
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- Key points
- Gas ultimately is not the profit leader
- In-store holds challenging potential
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- Figure 4: U.S. sales at gas stations with convenience stores, 2001-12
- Figure 5: U.S. sales at other gas stations, 2001-12
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- 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
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- Key points
- As gas prices hit all time highs…
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- 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
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- Figure 12: Growth of foodservice in c-stores, 2004-07
- Prepared food
- Hot dispensed beverages
- What’s bringing them in-store – merchandise highlights
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- Figure 13: Growth of merchandise in c-stores, 2004-07
- Tobacco
- Packaged beverages
- Beer/malt beverages
Brand Qualities
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- Key points
- Perception of oil companies getting richer
- Marathon Oil Corp.
- BP
Innovation and Innovators
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- 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
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- Key points
- Foodservice bargains
- “Pumpvertising”
- Our gas is better than their gas
- Campaign spotlight – Passionate Experts
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- Figure 14: Shell television ad, 2007
- Television ads
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- Figure 15: am/pm television ad, 2007
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- Figure 16: am/pm television ad, 2007
- Figure 17: Citgo television ad, 2007
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- Figure 18: Marathon television ad, 2007
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- Figure 19: Speedway television ad, 2007
- Figure 20: Speedway television ad, 2007
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- Figure 21: Speedway television ad, 2007
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- Figure 22: Speedway television ad, 2007
- Figure 23: Speedway television ad, 2007
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- Figure 24: Valero television ad, 2007
- Figure 25: Valero television ad, 2007
Key Demographics
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- Key points
- Children and larger households drive trips
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- Figure 26: U.S. population projections of kids, by age, 2003-13
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- 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
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- 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
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- Figure 30: Frequency of gas station visits, presence of children in household, July 2008
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- Figure 31: Frequency of gas station visits, by number of people in household, July 2008
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- 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
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- 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
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Average Expenditure
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- Figure 36: Average spent per week at gas stations, by presence of children, July 2008
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- Figure 37: Average spent per week at gas stations, by number of people in household, July 2008
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Items Purchased
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- Figure 38: Items purchased at gas stations, by age, July 2008
- Figure 39: Items purchased at gas stations, by presence of children, July 2008
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Types of Food/Drink Purchased
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- Figure 40: Food/drink purchased at gas stations, by age, July 2008
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- Figure 41: Food/drink purchased at gas stations, by region, July 2008
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Attitudes About Gas Stations/Reasons For Not Purchasing
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- Figure 42: Attitudes about gas stations, by age, July 2008
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- Figure 43: Attitudes about gas stations, by number of people in household, July 2008
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- 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
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Race and Ethnicity
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- Frequency of gas station visits
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- Figure 46: Frequency of gas station visits, by race/Hispanic origin, July 2008
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- Figure 47: Changes in number of gas station visits, by race/Hispanic origin, July 2008
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- Figure 48: Impact on driving due to high gas prices, by race/Hispanic origin, July 2008
- Average expenditure
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- Figure 49: Average spent per week at gas stations, by race/Hispanic origin, July 2008
- Items purchased
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- Figure 50: Items purchased at gas stations, by race/ethnicity, July 2008
- Types of food/drink purchased
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- Figure 51: Food/drink purchased at gas stations, by race/Hispanic origin, July 2008
- Attitudes about gas stations/reasons for not purchasing
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- Figure 52: Attitudes about gas stations, by race/Hispanic origin, July 2008
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- 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
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- Insights
- Infrequent Fillers
- Gas Gateways
- Loyal Denizens
- Cluster 1: Infrequent Fillers
- Cluster 2: Gas Gateways
- Cluster 3: Loyal Denizens
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- 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
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- 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
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- 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
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- 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
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- Figure 62: Gas station visitor clusters by age group, Month 2008
- Figure 63: Gas station visitor clusters by income group, Month 2008
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- Figure 64: Gas station visitor clusters by race, Month 2008
- Figure 65: Gas station visitor clusters by Hispanic origin, Month 2008
- Methodology
Custom Consumer Groups
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- Frequency of gas station visits
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- Figure 66: Frequency of gas station visits, by parental status, July 2008
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- Figure 67: Changes in number of gas station visits, by parental status, July 2008
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- Figure 68: Impact on driving due to high gas prices, by parental status, July 2008
- Average expenditure
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- Figure 69: Average spent per week at gas stations, by parental status, July 2008
- Items purchased
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- Figure 70: Items purchased at gas stations, by parental status, July 2008
- Types of food/drink purchased
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- Figure 71: Food/drink purchased at gas stations, by parental status, July 2008
- Attitudes about gas stations
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- Figure 72: Attitudes about gas stations, by parental status, July 2008
Appendix: Frequency of Gas Station Visits
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- Figure 73: Frequency of gas station visits, by gender, July 2008
- Figure 74: Frequency of gas station visits, by age, July 2008
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- Figure 75: Frequency of gas station visits, by household income, July 2008
- Figure 76: Frequency of gas station visits, by region, July 2008
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- 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
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- Figure 79: Changes in number of gas station visits, by number of people in household, July 2008
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- Figure 80: Impact on driving due to high gas prices, by gender, July 2008
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Appendix: Average Expenditure
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- 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
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- Figure 83: Average spent per week at gas stations, by household income, July 2008
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Appendix: Items Purchased
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- Figure 84: Items purchased at gas stations, by gender, July 2008
- Figure 85: Items purchased at gas stations, by income, July 2008
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- 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
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Appendix: Types of Food/Drink Purchased
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- 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
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- 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
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Appendix: Attitudes About Gas Stations/Reasons For Not Purchasing
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- Figure 92: Attitudes about gas stations, by gender, July 2008
- Figure 93: Attitudes about gas stations, by household income, July 2008
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- Figure 94: Attitudes about gas stations, by presence of children, July 2008
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- 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
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Appendix: Trade Associations
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