France is a mature market in which overall oil demand is in slow but steady decline. Due to successive reductions in the refining system, its product deficit has doubled in a decade. In fuel retail, France remains one of the most competitive markets in Europe, with the hypermarkets continuing to exert downward pressure on margins through its discount fuel offering. These companies control around two-thirds of the retail market. Traditional fuel companies are keen on improving their flagship sites' renewable fuel and non-fuel services. In the meantime, competition from hypermarkets led retailers to automate their less busy stations in a bid to reduce operating costs.