Shell vs. Kroon Oil - Who Reigns Supreme in the Dutch Lubricants Market? : Ken Research

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Storyline

• Shell, a globally recognized brand with a century-long presence in the Netherlands, offers premium lubricants for diverse applications worldwide. Their extensive product range serves various industries, showcasing their commitment to excellence.
• Kroon Oil, with a regional focus primarily in Europe, excels in specific markets, providing specialized lubricant solutions.
• The choice between Shell and Kroon Oil depends on industry requirements, geographical preferences, and the need for a global brand or regional expertise in lubricant offerings.

Introduction

In the competitive landscape of the lubricant industry, Shell and Kroon Oil stand out as prominent players. Their differences in brand recognition, market presence, product range, research and development, global reach, and sustainability initiatives create an intriguing comparison. Let's delve into their unique qualities and discover which company shines brighter in the Netherlands' lubricant space.

Shell and Kroon Oil are both prominent players in the lubricant industry, but they differ in several aspects:

1.Brand Recognition

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Shell founded its first laboratory in Amsterdam, the Netherlands, in 1914. In 2022, over a century later, we opened our Energy Transition Campus Amsterdam, formerly the Shell Technology Centre Amsterdam.

For over 100 years, we have been focusing exclusively on the development and manufacture of premium lubricants. Whatever the application for which you require a product, we will have it. Apart from products for road traffic, agriculture, industry, bicycles and shipping, we offer various specialties.

Shell is a globally renowned and highly recognized brand, while Kroon Oil has a more regional presence primarily focused in Europe. Shell's brand awareness and reputation give it a wider reach and customer base compared to Kroon Oil.

2.Market Presence

Shell operates in numerous countries worldwide, serving a broad range of industries, including automotive, aviation, and industrial sectors. Kroon Oil, on the other hand, primarily focuses on the European market, catering to sectors such as automotive, agriculture, and marine industries.

3.Product Range

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Shell offers an extensive portfolio of lubricants, including synthetic, semi-synthetic, and conventional lubricants for various applications. They provide specialized lubricants for high-performance engines and advanced machinery. Kroon Oil also offers a diverse range of lubricants, including engine oils, transmission fluids, and hydraulic oils, but their product line might be comparatively smaller than Shell's.

4.Research and Development

Shell invests significantly in research and development, constantly innovating and improving their lubricant formulations to meet the evolving needs of their customers. They have dedicated laboratories and partnerships with leading research institutions. While Kroon Oil also focuses on product development, their research and development efforts might be relatively smaller in scale.

5.Sustainability and Environmental Initiatives

Shell has made notable commitments towards sustainability, including reducing carbon emissions and developing more environmentally friendly lubricants. They actively engage in eco-friendly practices and initiatives. Kroon Oil also emphasizes sustainability and has initiatives to produce environmentally conscious lubricants, but their global impact might be comparatively smaller.

Conclusion

Ultimately, while Shell is a well-established global player with a wide range of lubricants and a strong presence across industries, Kroon Oil has a more regional focus and may excel in catering to specific European markets. The choice between the two would depend on specific industry requirements, geographical location, and customer preferences.

Netherlands faces fuel crisis as cut off from Russian crude oil, losing 30% of imports. Can other sources meet total demand? : Ken Research

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 Storyline

1. Netherlands imports $86.7M in fuel/lubricant pumps, becoming the top global importer. Primary sources: UK, Germany, Slovakia, Italy, and the US.
2. Russian crude oil ban disrupts Dutch refineries, potentially reducing production. Refineries seek alternative crude sources and process adjustments.
3. Dutch heating oil prices volatile from 2000-2021. Record low of 564.2 euros/1000 liters in 2000, peaking at 1,168.6 euros/1000 liters in 2021 due to Russian-Ukraine conflict.

Introduction

The ban on importing Russian crude oil took effect on 5 December 2022, followed by a ban on importing Russian petroleum products such as diesel and Kerosene on 5 February 2023. Since December 2022, Russian crude oil has stopped entering the Netherlands, having accounted for 30% of crude oil imports in 2022 as a whole.

1.Diversification of Lubricant Oil Sources

In 2021, Netherlands imported $86.7M in Pumps dispensing fuel, lubricants in filling stations, becoming the 1st largest importer of Pumps dispensing fuel, lubricants in filling stations in the world.

 

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In 2021, Netherlands imported $86.7M in Pumps dispensing fuel, lubricants in filling stations, becoming the 1st largest importer of Pumps dispensing fuel, lubricants in filling stations in the world. At the same year, Pumps dispensing fuel, lubricants in filling stations was the 1092nd most imported product in Netherlands. Netherlands imports Pumps dispensing fuel, lubricants in filling stations primarily from: United Kingdom ($70.9M), Germany ($7.6M), Slovakia ($1.66M), Italy ($1.28M), and United States ($1M).

2."Refinery Rumble: How the Russian Crude Oil Ban Impacts Netherlands' Refineries"

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The Netherlands is home to several large oil refineries that process imported crude oil. The absence of Russian crude oil can affect the operations of these refineries, potentially leading to reduced production or operational adjustments. Refineries may need to adapt by sourcing different crude oil grades or making changes to their refining processes.

3.Heating Oil in the Crossfire: Russian-Ukraine Conflict Sparks Price Surge in heating oil and Market Turbulence in Netherlands

In 2021, the average price for heating oil reached 1,168.6 euros per thousand liters in the Netherlands. In the period of consideration, the average prices for heating oil in the Netherlands in euros per thousand liters were somewhat volatile from 2000 to 2021. The price peaked in 2021, and reached the record low of 564.2 euros per thousand liters in 2000.

4 trends driving the Netherlands Lubricants Market : Ken Research

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Storyline

• Dutch government's emphasis on high-tech manufacturing and industrial automation has spurred the demand for specialized lubricants in automotive, warehousing, and semiconductor sectors.
• The sale of used vehicles in the Netherlands has surged by 16%, reaching 1.33 Mn vehicles from 2017 to 2021, driving the need for aftermarket services, including lubricants.
• The rising popularity of ride-sharing mobility is projected to increase shared car numbers by 17.7% annually, reaching around 337,000 cars by 2030, resulting in a higher demand for lubricants due to increased wear and tear.

Introduction

Foreign Direct Investment (FDI) in the industrial sector has been on the rise, with various sub-sectors attracting significant attention. Among them, food processing, electronic components, and machinery manufacturing stand out as top sectors, requiring specialized lubricants. The Netherlands, known for its thriving food industry, has over 7,300 food companies generating a substantial USD 88 Bn in revenue in 2021.

1.Growing FDI in Industrial Sector

Total value of Foreign Direct Investments (FDI) in the Netherlands from 2015 to 2021.

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Top sub-sectors of FDI: Food processing, electronic components and machinery manufacturing, etc., requiring specialized lubricants. The FDI data reached an all-time high of 260.5 USD bn in Sep 2007 and a record low of -280.6 USD bn in Dec 2018. In the latest reports of Netherlands, Current Account recorded a surplus of 4.4 USD bn in Dec 2022.

Netherlands has 7,300+ food companies generating USD 88 Bn (2021).

As incoming FDI increases in electronic components, machinery manufacturing and food processing sectors, demand for lubricant automatically increases. As these industries require lubricants, therefore lubricant market expands.

2.Rise in Complex Manufacturing Capabilities

The High-Tech Top Sector is characterized by large multinationals such as Philips, ASML, NXP, Océ and Tata Steel and international collaboration with high-tech SMEs, universities and knowledge institutes such as the Holst Centre and the Embedded Systems Institute. The High-Tech Top Sector employs 452,000 FTE in the Netherlands, which represents 6.46% of the Dutch employment market. The sector encompasses different disciplines such as materials production, automotive and the high-tech manufacturing industry and is closely interwoven with the Logistics Top Sector and the Information and Communication Technologies (ICT) services industry.

High tech & complex manufacturing is the key focus of the Dutch government. In this, industrial automation in automotive, warehousing, semiconductors, etc., are becoming key users of hydraulic systems & fluids used at high temperatures and in automated machineries, like robotic arms, joints and hinges.

3.Rising Demand for Second Hand Cars

Number of second-hand passenger cars sold in the Netherlands in 2017 and 2018, by car model

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The sale of used vehicles in the Netherlands has experienced a remarkable growth trajectory in recent years, facilitated by the presence of popular classified portals like Ooyyo, Marktplaats, AutoScout24, and others. From 2017 to 2021, the number of used vehicles sold through these platforms witnessed a substantial 16% increase, reaching a significant milestone of 1.33 Mn vehicles.

This surge in the sale of used vehicles has created a ripple effect across the automotive industry, driving the demand for various aftermarket services, including lubricants. When purchasing a used vehicle, one of the key considerations for buyers is to ensure the optimal performance and longevity of the vehicle. This is where lubricants play a vital role.

4.Increasing Demand for Ride Sharing Mobility

The number of shared cars would grow by 17.7% yearly, from ~78,000 in 2021 to ~337,000 in 2030, generating revenue of USD 30 Mn by 2030. Average daily distance travelled by shared car is 93 Km, while private car travels 46 Km. This increases the need for constant change of lubricants due to higher wear & tear in shared cars.

Conclusion

With growing FDI in the industrial sector, the Netherlands sees a rising need for specialized lubricants in sub-sectors like food processing, electronics, and machinery manufacturing. The government's emphasis on high-tech manufacturing drives lubricant demand in industrial automation. The surge in used vehicle sales and the popularity of ride-sharing contribute to the expanding lubricant market. These trends position the Netherlands' lubricant industry for sustained growth and opportunities in the future.