Haleon secures better shelf space at Walmart, Target in bid to boost market share

NielsenIQ data shows Haleon's portion of the U.S. consumer health market has climbed steadily this year, to 12% by August from 11.4% in February. Meanwhile, rival P&G's share of the healthcare market slipped to around 10.8% in July, and Colgate-Palmolive's share of the oral, personal care and household market, at just under 5%, was flat, according to Bernstein analysis of the data.

Walmart and Target declined to comment.

Middle-class Americans are growing more cost-conscious amid elevated fuel prices, recent retail earnings reports show, with consumers directing most of their spending toward essentials.

Despite this, Advil-owner Haleon said these previously unreported "shelf resets" are driving market share for its oral health business -- which owns Sensodyne, Aquafresh and Polident -- as well as in the adult vitamins category after its Centrum products were "placed at eye level, supported by promotions."