Introduction

The Australasian Convenience & Petroleum Marketers Association (ACAPMA) is the peak industry body representing fuel retailers and convenience store operators across Australia. With members ranging from multinational fuel companies to independent service station owners, ACAPMA plays a critical role in advocacy, regulatory engagement, and providing strategic insights. Given the increasing scrutiny on fuel pricing, changing consumer expectations, and an evolving regulatory environment, the association needed a data-driven approach to inform its strategies and strengthen its public positioning.

What didn’t they know?

Since 2015, ACAPMA has conducted the National Monitor of Fuel Consumer Attitudes every two years to track changes in consumer attitudes in fuel purchasing and convenience spending, benchmarking changes over time. The research provides critical insights that help ACAPMA support its members and advocate for fair policies and industry reforms.

Previously, ACAPMA lacked clear data on how consumers perceived fuel retailers. While pricing and service station operations were frequently heard public concerns, there was no evidence to confirm whether these narratives reflected consumer sentiment. This made it difficult for ACAPMA to counter political and regulatory pressure on fuel pricing, as policymakers often pushed for increased regulation without proof of consumer demand.

ACAPMA also needed insights into the underlying drivers of apparent shits in consumer shopping behaviours, particularly the decline of supermarket discount vouchers and the rise of digital fuel price comparison tools. Understanding these trends was essential to help retailers adjust pricing strategies. Additionally, the Association wanted to gauge consumer attitudes toward industry diversification, such as low-carbon mobility, hospitality services, and alcohol sales. Without data on whether these expansions would be welcomed or resisted, members were making critical business decisions without a clear picture of market demand.

What did they learn?

The National Monitor of Fuel Consumer Attitudes Research completed by Survey Matters provides valuable insights into consumer behaviour and industry perceptions. One major finding of the 2024 Research (compared with prior years) has been the decline of supermarket discount vouchers as a driver of fuel shopping decisions. In 2017, these vouchers were widely used, but by 2024, their influence had nearly halved. Instead, consumers cited, real-time fuel pricing apps, enabled by recent legislative changes, as a preferred method for price comparison—signalling a shift toward digital tools and away from traditional discounting.

Another key takeaway was the disconnect between industry-led community engagement and consumer perception. Despite fuel retailers contributing to charities, disaster relief, and local employment, the community engagement index ranked lowest among all measured factors. This indicated a need for better communication to improve public awareness and maintain the industry’s social licence.

The research also challenged assumptions about alcohol sales at service stations. While some members saw alcohol as a new revenue opportunity, data revealed strong consumer resistance, with concerns about drink-driving and safety on service station forecourts. These insights led ACAPMA to reassess its advocacy approach, recognising that public opposition made regulatory approval unlikely.

Additionally, the research confirmed that fuel retailers are successfully expanding into hospitality and convenience services, but pricing perception remained an obstacle. Despite 7-Eleven being one of Australia’s largest coffee sellers, many consumers still believed non-fuel items are overpriced, reinforcing a long-standing perception issue that needed to be addressed.

How did they apply what they learned?

After the research conducted in 2024 ACAPMA quickly integrated the research findings into its advocacy and strategic planning. Insights into digital consumer behaviour reinforced its support for real-time fuel pricing laws, allowing the association to push back against claims that fuel pricing lacked transparency. By showing that 40% of consumers actively used fuel price apps, ACAPMA demonstrated that existing transparency measures were effective, reducing the need for further regulation.

The research also shaped ACAPMA’s media and public relations strategy. Engaging regularly in public discussions about fuel pricing, ACAPMA used the data to align its messaging with real consumer concerns. Monthly survey reports were incorporated into media releases and public statements, strengthening ACAPMA’s position as the leading voice in fuel industry advocacy.

For members, the research provided valuable business intelligence, helping them adapt to changing consumer preferences. The decline of supermarket vouchers and the rise of fuel price apps prompted many retailers to rethink their marketing strategies. These findings were shared at ACAPMA’s national industry conference and published online, ensuring members could use the insights for their own decision-making.

The data on social licence issues led ACAPMA to adjust its approach to community engagement. Recognising that consumers were largely unaware of the industry’s contributions, the association launched a targeted communications campaign to highlight fuel retailers’ support for local communities, environmental initiatives, and emergency relief efforts.

For new business opportunities like alcohol sales, the research played a key role in reshaping advocacy. By identifying strong consumer resistance, ACAPMA avoided pursuing an unpopular policy change and instead focused on more viable industry expansions, such as hospitality services. This ensured advocacy efforts were aligned with public sentiment, increasing the likelihood of regulatory success.

The research has also been a powerful tool for membership growth, with ACAPMA expanding from 120 to 400 members over the past decade, demonstrating the value of access to high-quality industry research.