Walmart and Target’s Shelves are Becoming a Battleground for Budget-Conscious Shoppers

Shelf placement is becoming an increasingly important competitive weapon at Walmart Inc. (NYSE:WMT) and Target Corporation (NYSE:TGT). Haleon, the company behind Sensodyne, Advil, and Centrum, has negotiated more prominent positions at the two retailers by offering lower prices, stronger promotions, exclusive products, and other improved commercial terms. The strategy appears to be benefiting Haleon, whose share of the US consumer-health market increased from 11.4% in February to 12% by August, according to NielsenIQ data cited by Reuters. For Walmart (NYSE:WMT) and Target (NYSE:TGT), the arrangement demonstrates how their scale can attract better supplier offers, but it also reflects mounting pressure to satisfy increasingly cost-conscious shoppers.