English 
Spanish 
4 min read
0 comments
BR Petrobras leads the gas station market with 30,6%, followed by Ipiranga (29,5%). Vibra Energia faces the challenge of rebranding to win over consumers.
BR Petrobras maintains its leadership position in the gas station sector in Brazil. With a market share of 30,6%, the company stands out as the most used by consumers. The main competitors, Ipiranga and Shell, also present strong performances, but BR Petrobras continues to lead by a significant margin. Customer preference for BR Petrobras demonstrates the trust and quality of the services it offers.
BR Petrobras is adapting to new market demands, not only maintaining its leadership, but also innovating in its services. Recently, BR Distribuidora, now known as Vibra Energia, has been facing the challenge of rebranding to attract a new audience. The strategic vision and marketing actions have been crucial for the company to reinvent itself, seeking not only to keep its old customers, but also to win new consumers in the competitive market.
Research Reveals Panorama of the Fuel Market in Brazil
The CVA Solutions survey revealed that 80,9% of respondents do not know the Vibra brand Energy. BR Petrobras still has a strong presence in the market, but its brand strength has decreased. Three brands dominate 82% of gas station market. It is notable that the Vibra Energy faces the challenge of winning over consumers, as many Brazilians are not familiar with the brand.
- Hyundai Creta 7-seater is officially launched in the R$ 100 range and debuts with a new 1.6 turbo engine doing 12,2 km/L
- Heavy fines and driver's license at risk! Headlight law surprises drivers with strict rules and severe punishments that come into effect throughout Brazil!
- The end of manual transmission threatens tradition in dealerships: the future of cars is about to be revolutionized with a historic change in the automotive market!
- Fiat revolutionizes the market with the most powerful two-cylinder engine in the world: a jewel of Italian engineering with a 265 RPM turbo that delivers surprising power and economy
See more
The main service station brands are driven by the growth of convenience stores e automotive services, but the price of fuel continues to be a decisive factor in consumer choice. The study was carried out through a extensive online search, covering 4.266 people from all over Brazil and all income and age groups.
The Strength and Regional Preferences of Brands
CVA Solutions, a subsidiary of the American CVM Inc., has been conducting research for 23 years in Brazil and 28 in the USA. The study pointed out that the BR Petrobras is still the national preference, with 30,6%, but very close to the Ipiranga, which has 29,5%. THE BR Petrobras is more chosen in the Northeast, North and Central-West regions, while Ipiranga dominates the South and Southeast. In relation to the Gas Station market, three brands – BR Petrobras, Ipiranga, and Shell – concentrate around 82% of consumers.
Currently, Brazil has more than 40 gas stations and around 8 convenience stores that sell fuel, lubricants, automotive services, food, drinks and more. Attributions such as location, affordable prices, brand strength and good facilities are decisive in consumer choice.
Perceived Value and NPS in Consumer Choices
Leading brands have greater number of posts, have been on the market for longer and stand out in investing in communication, convenience stores and loyalty programs. Perceived Value, which measures the cost-benefit perceived by consumers, showed that the benefits weigh 33% in this perception, highlighting the location, reputation and quality of the fuel.
On the other hand, costs represent 67% of the perception of value, with emphasis on the price of fuel. The consumer seeks to save money, but trusts the quality of the fuel and the convenience of service. THE NPS metric, which measures brand recommendation, is led by Ipiranga with 64,5%, followed by Shell and BR Petrobras, among others.
The Challenge of Vibra Energia in the Market
A BR Distributor, comprising more than 8.300 stations, was acquired by Vibra Energy in 2021. In January 2024, Petrobras informed Vibra Energy that will not renew the license use of the brand after the contract expires in June 2029. The CVA survey showed that the Vibra brand is little known, with only 19,1% general recognition. The brand BR Petrobras lost leadership and has lower level of recall compared to Ipiranga and Shell.
This is a decisive moment for the Vibra Energy. There is a dilemma regarding investment in communication BR Petrobras, as there is a risk of not being able to use the brand in the future. One solution could be rebranding, changing the BR Petrobras for Vibra Energy over five years.
Convenience Stores and Automotive Services as a Strong Strategy
Convenience stores and automotive services significantly increase the profitability of gas stations, with 40,8% of gas station consumers frequenting these stores. These stores increase the use of services such as lubricant changes and car washes. Ipiranga leads in these services, followed by Shell and BR Petrobras.
Lubrax, from BR Petrobras, is a leader in sale of lubricating oils, followed by brands such as Mobil, Castrol and Ipiranga. In loyalty programs, Ipiranga leads, followed by Shell and BR Petrobras. Fuel retail is still less digitalized, making convenience stores and loyalty programs important strategies to bring consumers closer.
Source: © paula@difattocom.com.br
