Survey: Grocery, big box chains nab 35% of fuel market
A new survey reveals which fuel and convenience brands are resonating most with consumers, with one non-traditional segment taking more than a third of the market share.
According to a survey of nearly 4,000 consumers from Market Force Information, grocery and big-box retailers like Costco, Kroger and Walmart have grabbed a solid 35% share of the fuel market. Costco is the leader in this category, spurred by notable discounts at the pump, holding nearly double the market share of the next closest competitor.
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Shell and Circle K are at the top among traditional gasoline brands, with each having more than double the visit share of their nearest competitor, Speedway. However, winning market share doesn't always equate to customer satisfaction, according to the survey. When it comes to traditional fuel chains, Kwik Trip takes the crown for overall consumer loyalty and satisfaction, while in the grocery category H-E-B is ranked first.
In the survey, Sinclair was the standout winner for both the Consumer Loyalty Index (CLI) and brand trust. CLI is calculated based on overall satisfaction and likelihood to recommend. However, Kwik Trip dominated wallet share, capturing 86% of future convenience visits and 80% of future fuel stops.
Market Force Information found that Casey's General Store, Phillips 66 and Marathon were cited most frequently for customer problems, each with more than a 10% incidence rate. More than four-in-10 (42%) c-store visitors report that their issues went unresolved. and 30% stated they wouldn't return after a negative experience.
“The study highlights how grocery giants are encroaching on traditional petro-convenience brands, offering stiff competition,” said Market Force Information. “Yet, trusted petro brands like Shell and Circle K continue to innovate, offering modern, tech-savvy fueling stations that keep loyal customers in their corner. As the market shifts, brands that focus on price, convenience and problem resolution will likely secure their position for years to come.”
