Retail fuel demand in Germany is expected to grow moderately over the next few years, but enters terminal decline beyond 2020, which will drive continued net closures across the overall retail network. The price sensitivity of the German consumer will continue to benefit discount brands, while the integrated majors remain focused on optimising their portfolios and developing non-fuel divisions. Forming partnerships with specialists in various non-fuel sectors will be key to success in pursuing this strategy. Other considerations include building customer loyalty through promotions and fuel card networks. Retail fuel margins are expected to remain under pressure for the foreseeable future, driven by fuel price information transparency and a high degree of competition amongst operators. The growth of non-fuel segments will play a prominent role in supporting net profitability by diversifying retailers' revenue streams and reducing exposure to falling demand.