Consumer health giant Haleon Plc (NYSE:HLN), which spun off from GSK Plc (NYSE:GSK) in 2022, is expanding its U.S. market share by securing prime shelf space at major retailers, including Walmart Inc. (NYSE:WMT) and Target Corp. (NYSE:TGT).
Reuters reported that the Sensodyne manufacturer offers lower prices, product exclusivity, and top-tier innovations to maximize shelf visibility while inflation-squeezed shoppers reduce overall grocery spending.
Securing Eye-Level Placement
To secure eye-level placement for products such as Centrum vitamins and oral care lines Sensodyne, Aquafresh, and Polident, Haleon negotiates enhanced commercial terms and provides sales forecasts to retail partners.
Haleon U.S. Chief Customer Officer Joe Sta-Romana told Reuters that consumer research guided this strategy, showing that shoppers search for brand names first and expect premium offerings directly above current product lineups.
Providing data on predicted sales growth helped convince retail managers to adopt these shelf resets.
Citing data from NielsenIQ, Reuters reports that Haleon’s portion of the U.S. consumer healthcare market climbed steadily from 11.4% in February to 12% in August.
In contrast, rival P&G saw its healthcare market share drop to 10.8% in July, while Colgate-Palmolive remained flat at under 5%, according to Bernstein’s analysis.
Capitalizing On Value-Focused Shoppers
Elevated fuel and grocery costs continue to push middle-class American consumers toward essential purchases and promotional deals.
Over 21% of Haleon’s second-quarter U.S. sales came from discounted items.
Major retailers rely on promotions to drive store traffic, with Walmart reporting its slowest same-store sales growth in six years despite implementing price rollbacks on 11,000 items.
Haleon leverages this retail environment by pairing prime eye-level shelf placement with aggressive promotional support to expand its market presence and capture consumer demand.
HLN Stock Price Activity: Haleon shares were down 2.33% to $9.63 at the time of publication on Friday, according to Benzinga Pro data.
Photo by Poetra.RH via Shutterstock
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