Haleon: Poligrip redesign

Poligrip, the denture fixative, overachieved on its targets with a radical redesign in the US.

Executive Summary

Maximising Poligrip's power

In a global denture fixative market worth [redacted confidential data], Poligrip (represented by local brand names in different markets across the world) accounts for [redacted confidential data], a 44.9% share, and is market leader in many countries (MAT, 2022). In the US, however - the brand's largest market, accounting for 20% of global sales - it ranks #2 behind market leader. The pandemic drove a 20% reduction in consumption (GSK data on file, 2020) in this market, as consumers no longer needed a denture fixative, and this kickstarted a desire to reignite Poligrip's superiority as...

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