Haleon is Buying Better Shelf Space, Can the Visibility Help it Against Procter & Gamble and Colgate-Palmolive?
Source: Insider Monkey ·
Haleon plc (NYSE:HLN) is trying to win the US consumer-health market one shelf at a time. The Sensodyne and Advil owner has secured more prominent positions at Walmart Inc. (NYSE:WMT), Target Corporation (NYSE:TGT), and other major retailers by offering improved commercial terms, including lower prices, stronger promotions, new products, and exclusivity. READ ALSO: Keurig Dr […]
From the source
Haleon plc (NYSE: HLN ) is trying to win the US consumer-health market one shelf at a time. The Sensodyne and Advil owner has secured more prominent positions at Walmart Inc. (NYSE:WMT), Target Corporation (NYSE:TGT), and other major retailers by offering improved commercial terms, including lower prices, stronger promotions, new products, and exclusivity. READ ALSO: Keurig Dr Pepper is Cashing Out of Chobani, is the $925 Million Exit a Smart Reset? The strategy is already coinciding with market-share gains. Haleon's portion of the US consumer-health market increased from 11.4% in February to 12% by August, according to NielsenIQ data cited by Reuters. The challenge is determining how much of that growth reflects stronger underlying demand, and how much depends on promotional spending. Better shelf placement can materially improve Haleon's (NYSE:HLN) visibility in crowded health and personal-care aisles. The company researched how shoppers search for its products and found that…