Haleon Seals Prominent Shelf Space Deals with Walmart and Target

Haleon plc (NYSE:HLN) is making a play for more shelf space in US consumer health markets. The company has secured prominent positions at major retailers like Walmart Inc. (NYSE:WMT) and Target Corporation (NYSE:TGT) by offering lower prices, stronger promotions, new products, and exclusivity.

This strategy is already showing positive results, with Haleon's market share increasing from 11.4% in February to 12% by August, according to NielsenIQ data cited by Reuters.

Haleon used research on consumer behavior to recommend placing its products at eye level or directly above existing lines, and shared forecasts with retailers showing how the proposed changes could increase sales.

The company's portfolio is well-suited to a more cautious consumer environment, as toothpaste, pain relief, and vitamins are generally treated as practical purchases. However, Haleon is paying for this visibility through lower prices and promotions, which may not be sustainable in the long term.