Neste Latvija drops its five-cent weekend fuel discount

Fuel retailer Neste Latvija has discontinued its weekend discount campaign, which previously offered customers a five-cent-per-liter discount on fuel from Friday through Sunday. The company confirmed the change in a notice to customers.

Company representatives told the LETA news agency that Neste introduced a new concept called "Quality fuel, quality price," meaning customers will continue to have access to Neste's high-quality fuel without needing to track various discount promotions. The company said the concept was developed based on customer feedback and a desire for a simpler refueling experience. Neste customers will still be able to use benefits tied to the company's private cards and partner offers, which remain valid every day of the week.

Other retailers may follow

Speaking on the TV24 program "Uz līnijas," fuel market expert Ojārs Karčevskis said this trend is already visible in the market and is linked to shrinking profit margins available to fuel retailers. He noted that as fuel prices rise, retailers must increasingly weigh how large a discount they can afford to maintain, and for many the only option is to abandon loyalty programs altogether.

Karčevskis stressed that such changes could affect not only discounts aimed at private customers but also benefits offered to businesses for fleet refueling. He predicted that as the situation continues, other fuel retailers could also review their loyalty programs and discounts, saying market arithmetic points toward such a shift.

Neste Latvija, registered in 1993 and owned by Finland's Neste, was Latvia's largest fuel retailer in 2025 according to the State Revenue Service. Last year the company's turnover was €447.787 million, down 4.5% year-on-year, while profit rose 32.8% to €7.705 million.