Haleon Secures Better Shelf Placement at Walmart and Target Amid Rising Competition for Budget Shoppers
Walmart (NYSE:WMT) and Target Corporation (NYSE:TGT) are intensifying competition to attract budget-conscious shoppers by securing better deals from suppliers like Haleon. The consumer health company, known for brands such as Sensodyne and Advil, has negotiated more prominent shelf placements in exchange for lower prices, exclusive products, and stronger promotions. This strategy helped Haleon increase its share of the U.S. consumer-health market to 12% by August from 11.4% earlier this year. The arrangement highlights how Walmart's and Target's scale gives them leverage with suppliers while also reflecting broader pressure on retailers to offer value as consumers prioritize essentials amid rising fuel costs. Haleon’s improved product placement, particularly for oral care and vitamins, has driven market share gains but raises questions about the sustainability of growth fueled by heavy promotions. While Walmart recently reduced prices on 11,000 items, its sales growth remains sluggish despite these efforts. Target may benefit from similar supplier deals to differentiate itself in a competitive retail landscape.
Topics: consumer behavior retail competition shelf placement supplier deals