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Premium Fuels in Europe

Premium fuels still a smalll share of the overal European fuel market, at 7%

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2014-02-03 06:07:03 - Premium Fuels in Europe - a new market research report on

Premium fuels generally have a small share of the overall fuel market; around 7% of European motorists normally choose to purchase premium unleaded petrol at the service station. The most obvious exception to this is Russia, where 41.2% of motorists normally choose to purchase premium unleaded petrol.

All of the major fuel retailers´ promotional activities for their premium petrol products focus on the enhanced levels of performance that the fuels will deliver, although this may not be presented as the primary benefit. In contrast, premium diesel is marketed primarily on the cleaning properties that it offers.

European motorists continue to purchase premium fuels. Motivations for purchasing premium fuels vary across the EU, but most motorists are driven by the desire to make



efficiency savings. This does not match the key messages that fuel retailers convey in their marketing. As a result, fuel retailers need to change the focus of their marketing.

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