A Closer Look at Clorox’s Brands



Famous brands

Clorox (CLX) markets some of the most recognized brands, including its namesake bleach and cleaning products. Some of Clorox’s most popular brands are Pine-Sol, Liquid Plumr, Poett, Fresh Step, and Hidden Valley. More than 80% of the company’s sales are generated from brands that hold the number-one or number-two market share positions in their categories.

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Home care brands

The company’s home care products under the brand names of Clorox, Pine-Sol, and Liquid Plumr compete against Church & Dwight’s (CHD) and Unilever’s (UL) laundry additives and home care brands. Clorox’s home care segment held 17% of market share in fiscal 2015.

The company’s recent innovation in its laundry segment under Clorox 2 Darks & Denim Color Protector & Stain Remover increased Clorox’s laundry market share to 10%. Clorox also faces stiff competition from Colgate-Palmolive’s (CL) Suavitel brand, one of the leading fabric softeners in the United States.

To learn more about Colgate-Palmolive’s leading brands, please read How Much of the Market Share Do Colgate’s Leading Brands Have?

Cat litter brands

Clorox’s Fresh Step and Scoop Away are two of the leading cat litter brands in the United States. The cat litter segment represents 6% of Clorox’s total share position.

According to the company’s management, Clorox has big share brands in mid-sized categories and represents ~23% of the total market share. That’s approximately three times the size of the next branded competitor.

Other famous brands include Burt’s Bees, a natural personal care product, and Brita water-filtration systems and filters. These brands each represented 4% of sales in fiscal 2015.

Additional brands

Clorox also markets brands through professional services channels, including infection control products for the healthcare industry under Clorox Healthcare, HealthLink, Aplicare, and Dispatch brands.

Clorox (CLX) has exposure in the iShares Select Dividend ETF (DVY) with 2.0%[1. updated as of November 18, 2015] of the total weight of the portfolio.


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