Smaller players in New Zealand's fuel industry say there are bigger fish to fry than displaying premium pricing

AA predicts premium petrol prices will drop this year -- as companies move to advertise 95 and 98 on their price boards.

But, Waitomo Group managing director, Jimmy Ormsby says only about 10 per cent of the market is premium fuel.

He says they believe it's more important to address 'bait advertising' rather than the relatively small amount of premium product sold in the industry.

Ormsby says bait advertising is when 'club prices' are advertised in place of regular ones -- which misleads the consumer.