Retail Site Census

National Retail Site Census

Gain valuable perspectives into the petroleum industry with Kent Group Ltd.’s 2018 National Retail Petroleum Site Census annual report. This unique study, a comprehensive enumeration of the petroleum retail outlet population in Canada, provides key insights into industry trends.


The purchase of the 2018 census includes a PDF version of the report as well as all appendices in Excel spreadsheet format.

Click the link here to read the executive summary here.

Key Findings


As of December 31, 2018, there were 11,929 retail gasoline stations operating in Canada, or 3.2 outlets for every 10,000 persons. Our census illustrates a continued diversity of brands of gasoline in Canada (we measured 88 different “brands” of gas), although the physical product largely originates from 14 refineries in Canada, operated by a total of seven refining organizations. Similarly, we identified 67 companies involved in the marketing of gasoline, where they manage a network of two or more stations.

Generally, trends in the Canadian fuels marketplace over the last fifteen years show refiner-marketers are less involved in setting fuel prices, down from nearly a third of all sites in 2004. Remaining gas stations (some 77 percent) in Canada are price-controlled by a diverse mix of petroleum marketers, whose importance and influence is growing, particularly between two sub-types: Regional distributors and “big box” marketers. The latter has an influence on the retail petroleum market – particularly in terms of price competitiveness – that is far out of proportion to their relatively small number of outlets.

Canadian fuel marketers increasingly operate some or all of their network using a brand owned by another company. In 2018 this represented 36% of all sites in Canada, up considerably from 2004.

Other Topics Include:
• Trends in site operation;
• retail gasoline outlet representation by province;
• provincial throughput efficiency;
• refiner-marketer and marketer-retailer relationships;
• retail landscape;
• retail relationships and control over assets; and
• outlet features and offerings.

Appendices show a detailed breakout of sites:
• by brand;
• by marketer;
• brand ownership;
• traditional vs. non-traditional listings; and
• pump price control listing

For further information, contact Suzanne Gray at 519-672-7000 ext 108.

For nearly 50 years, Kent’s objective, timely and accurate data and its data-driven consulting expertise have placed it at the forefront of the downstream petroleum industry in Canada. Kent is recognized as an authority in marketing economics, performance measurement and benchmarking, price/margin reporting/analysis and regulation, and industry economic research and analysis. The company’s client base covers the spectrum of integrated and independent petroleum marketers, government and regulatory agencies, industry associations, and large-volume petroleum buyers. Kent became part of the Kalibrate group of companies February 1, 2019.