Haleon Wins Prime Shelf Space at Walmart and Target, US Share Rises to 12%

Insider Monkey··USGB·Read original
3▲0 ▼1Impact / 5
Summary · why it matters

Haleon plc has secured more prominent shelf positions at Walmart Inc., Target Corporation and other major US retailers by offering improved commercial terms including lower prices, stronger promotions, new products and exclusivity. The strategy is coinciding with market-share gains: Haleon's portion of the US consumer-health market rose from 11.4% in February to 12% by August, according to NielsenIQ data cited by Reuters. The shelf resets are supporting share gains in oral health, which includes Sensodyne, Aquafresh and Polident, while its Centrum vitamins also benefited after retailers placed the products at eye level and backed them with promotions. By comparison, Procter & Gamble's portion of the US healthcare market declined to approximately 10.8% in July, while Colgate-Palmolive's share of the oral-care, personal-care and household market remained flat at just under 5%, according to Bernstein's analysis of NielsenIQ data, though those percentages cover differently defined markets. The bear case is that Haleon is paying for that visibility through lower prices, promotions and exclusivity without disclosing the effect on profitability, and more than 21% of its second-quarter US sales came from products sold with promotions, according to NielsenIQ data analyzed by Bernstein.

Impact on assets 5

Consumer Staples▼ · 4 stocks
Procter & Gamble Company
PG
▼ NegativeCompetitionrelevance

P&G's US healthcare market share declined to about 10.8% in July as Haleon won prominent shelf space and share.

Colgate-Palmolive Company
CL
± MixedCompetitionrelevance

Colgate-Palmolive's oral-care share stayed flat at just under 5% while Haleon gained shelf space, a comparison mention with no company-specific development.

Health Care▲ · 1 stocks
Haleon PLC
HLN
± MixedPricingDemandrelevance

The visibility was bought with lower prices, promotions and exclusivity, with over 21% of Q2 US sales on promotion and undisclosed profitability impact.

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