2,303 fuel consumers interviewed
In the seventh edition of our consumer survey we analyse data provided by UBS Evidence Lab to understand consumers' behaviour when choosing a gas station brand and how the macroeconomic environment impacts their decisions. Between December 2023 and January 2024, UBS Evidence Lab interviewed 2,303 motorized vehicle owners across Brazil in order to see what had changed in the factors consumers consider important when fuelling their vehicles. We divide this into six sections: Consumer Preferences; Financial Conditions; Macro Trends and more.
Brand satisfaction: Customers increasingly satisfied with their preferred brands
Customers from all brands are more satisfied with their most frequently used brands compared to our previous survey – on top of an increase compared to the one before. In our view, this reflects an industry strategy increasingly focused on customer experience, with brands positioning to avoid falling behind competitors in this aspect.
Financial conditions: better economic conditions reflect in fuel sales
53% of consumers believe their personal economic situation improved compared to last year, while 54% agree that their family has more money to spend today than 12 months ago – the highest value in our series. The effect of the increase in available family funds reflected in distributors' fuel sales, which reached above-average levels throughout 2023. UBS Evidence Lab also surveyed customers on whether they thought it was important to choose the type of fuel at the pump, to which they agree. Besides, although the majority of customers state that they know what fuel they'll put in the car before going to the station, most acknowledge they would be willing to change their mind if offered a different type of fuel – highlighting the importance of adequately marketing premium-grade fuels at the spot.
Macro trends: demand elasticity in numbers
The majority (68%) of consumers assesses fuel prices increased in the past 12 months, not surprisingly given gasoline prices at the pump increased 12% YoY in December-2023, although ethanol and diesel decreased 8%. UBS Evidence Lab also asked what factors were responsible for higher fuel prices in Brazil. Taxes remain the main reason, even though the survey was 1) mostly conducted before the comeback of the full PIS/COFINS tax on diesel on 1 January and 2) wholly conducted before the 12.5% ICMS tax increase on fuel on 1 February.
