Haleon Boosts US Market Share After Securing Prime Shelf Space at Walmart, Target

Consumer health giant Haleon has successfully negotiated for more prominent shelf space at major U.S. retailers, including Walmart and Target, in a strategic move to enhance visibility and capture market share. The maker of Sensodyne toothpaste and Advil pain relievers has been offering retailers improved commercial terms to secure these prime positions, according to a Reuters report.

A Strategy of Incentives

To gain an edge with cash-strapped consumers, Haleon has employed a multi-faceted approach to win what are known in the industry as "shelf resets." The company confirmed to Reuters that it has offered retailers a combination of incentives, including:

• Lower prices and better promotions
• New product launches and exclusivity deals
• Data-driven insights on projected sales growth

"Shoppers told us they look for brand first, and then premium and new items to be easily found within the brand block, which for us meant at eye level," Joe Sta-Romana, Haleon’s U.S. chief customer officer, told Reuters. He added that sharing data on the forecast sales impact of moving products "helped achieve retailer adoption."

Market Share Gains

Ad

The strategy appears to be paying off. Citing NielsenIQ data, the report shows Haleon’s share of the U.S. consumer health market has climbed to 12% by August, up from 11.4% in February. This growth comes as some competitors have seen their positions stall or slip.

According to a Bernstein analysis of the data, rival Procter & Gamble's share of the healthcare market declined to approximately 10.8% in July. Meanwhile, Colgate-Palmolive’s share in the oral, personal, and household care market remained flat at just under 5%.

Context: The Price-Conscious Consumer

Haleon's push comes as U.S. shoppers, particularly middle-class households, are growing more cost-conscious due to elevated living expenses. Promotions have become a key driver for both brands and retailers. Over 21% of Haleon’s second-quarter U.S. sales came from products sold with promotions, according to NielsenIQ data analyzed by Bernstein. This aligns with the strategy of retailers like Walmart, which are increasingly using discounts to attract customers making trade-offs in their spending.