August 12, 2020

Naturgy, Iberdrola and Endesa lose 195,776 clients, but continue to lead the market


Madrid

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The three large energy companies, Endesa, Iberdrola and Naturgy, continue to slowly lose market share since the last quarter of 2018, although they continue to lead solidly the electricity and gas markets in our country, especially among domestic consumers and SMEs.

Since then and until the first quarter of this year, they have lost 195,776 clients, according to the study carried out by Selectra. Conversely, Repsol has increased its clients by 25% in that period thanks to its combined offers of electricity with discounts on fuels. Repsol entered into these businesses in November 2018 by purchasing assets from Viesgo, including a portfolio of 750,000 clients. At the end of last year, it had already exceeded one million. The Portuguese EDP has also increased its clients, but only 1% in electricity.

Among the great energy companies, Naturgy is the one that loses the largest number of supply points, specifically 52,815 in electricity and 48,006 in gas, according to the aforementioned report. Endesa is the company with the largest market share in the electricity sector for rates of up to 15 kW contracted, that is, those designed for homes and small businesses, with 34.9% of it. It is closely followed by Iberdrola, with 34.2%. Naturgy has 14.3%.

In this market, the growth of young companies that operate online at very low costs. Such as Audax (with 210,000 electricity clients at present) and Holaluz (with 198,000), which have increased more than 35% in the last 15 months. Among the companies with more than 50,000 clients that have grown the most are Alterna, Podo and Aldro, according to the report by Selectra.

The first, owned by the Dominion group, has increased more than 120% from the end of 2018 to the beginning of 2020, going from 62,000 clients to more than 140,000. It is a company characterized by prices with market prices with a fixed fee. Podo is the second fastest growing company in this light segment, going from 26,000 to 51,000 customers in the aforementioned period. It is a highly digital profile company that focuses its efforts on making management easier. Among other peculiarities, it allows users to divide their electricity bills, which is useful for shared and autonomous apartments that work from home and need to divide the part dedicated to the office and the home. Aldro, of the Pitma group, is the third that has grown the most, with 84,000 clients since the last quarter of 2018.These companies are an example of the fact that in the last few years some small traders have been gaining a foothold in the energy market at the expense of large companies that still dominate the market.

The Selectra report also analyzes the channels for attracting these companies. In the case of Holaluz, it stands out for being a pioneer in creating a friendly brand and attracting users through social networks. At Fenie, its strong point is its network of installers. Alterna, for its part, has The Phone House network of stores, which greatly contributes to its consolidation. And Aldro stands out for having a large network of group companies, from which they obtain a high volume of cross-selling from various verticals. They also have a good commercial network at street level and their own contact center platforms.

However, in the gas market – supplies of up to 50,000 kWh per year – the dominant company is Naturgy, with half the market (49.9%), followed by Endesa (19.6%), Iberdrola (13.3%) and EDP (11.4%).

Distributor changes

As for the changes in marketing companies among consumers, there were almost one million in the electricity sector in the first quarter of the year, according to CNMC data.

In those changes there are notorious differences between the electricity and gas markets. in the first, more than half of the users who changed companies did so to another from the same group, especially since many of them move from the regulated market (PVPC) to the free market. By contrast, in the gas market, three out of four customers switched to a marketer from a different group.

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