Haleon has won more prominent shelf positions at Walmart, Target and other US retailers with lower prices, promotions, new products and exclusivity. Its US consumer-health share rose from 11.4% in February to 12% in August, NielsenIQ data cited by Reuters show.
Haleon says shelf resets are supporting market-share gains in oral health, including Sensodyne, Aquafresh and Polident; Centrum vitamins also benefited from eye-level placement and promotions. The company used shopper research and sales forecasts to persuade retailers to place products at eye level or above its existing lineup.
More than 21% of Haleon’s second-quarter US sales came from promoted products, according to NielsenIQ data analyzed by Bernstein; Haleon has not disclosed the profitability effect of its concessions. Bernstein’s analysis put P&G’s US healthcare share at about 10.8% in July and Colgate-Palmolive’s share of a differently defined oral-care, personal-care and household market just under 5%, flat. The figures are not directly comparable.
