Haleon has negotiated improved shelf placement at major U.S. retailers Walmart and Target as part of a strategy to expand its share in the competitive consumer health market. The company secured better positioning by offering lower prices, enhanced promotions, new product launches and exclusivity agreements in exchange for shelf space, according to a company spokesperson.
The moves follow Haleon’s research into shopper behavior, which found that consumers typically prioritize brand recognition first, followed by premium and new products. The company used these insights to target eye-level and above-eye-level placements within retail blocks, successfully placing products such as Centrum at optimal positions with promotional support.
Haleon’s U.S. consumer health market share increased to 12% in August from 11.4% in February, while rival Procter & Gamble’s healthcare market share declined to about 10.8% in July. Colgate-Palmolive’s share in oral, personal care and household categories remained flat at just under 5%, according to data from NielsenIQ cited by Bernstein.
The company’s second-quarter U.S. sales included over 21% of revenue from products sold with promotions, reflecting a broader industry trend amid rising grocery costs and consumer focus on essentials. Elevated fuel prices have further constrained discretionary spending, intensifying competition among consumer health brands.
Haleon, spun out of GlaxoSmithKline in 2022, continues to pursue growth through retail partnerships and pricing strategies. Walmart and Target declined to comment on the negotiations.
