Sales: $2.5 billion
Sales: $2.5 billion for personal care, household and industrial and institutional products. Corporate sales: $5.3 billion. Net income: $461 million for the year ended June 30, 2008.
|Clorox 2: much more than bleach.|
Major Products: Home care—Clorox bleaches, wipes, cleaners and cleaning systems; Formula 409 cleaners; Green Works natural cleaning products; Handi-Wipes cloths; Lestoil cleaner; Liquid-Plumr clog removers and treatments; Pine-Sol cleaners; S.O.S pads and sponges; Tilex cleaners and removers; Wash’n Dri towelettes. Laundry additives—Clorox bleaches, gels and stain removers; Clorox 2 color safe bleach. Auto care—Armor All protectants, cleaners and wipes; STP protectants, additives and functional fluids. Personal care—Burt’s Bees cosmetics, skin and personal care.
New Products: GreenWorks Natural biodegradable wipes, laundry detergent and stain remover; Burt’s Bees Radiance Serum, Fabulously Fresh Peppermint & Rosemary Body Bar, Re-Q Lip Balm SPF 15.
Comments: Clorox is going “au naturel” by pushing its GreenWorks cleaning products and Burt’s Bees personal care line.
|Burt's Bees plays a big role in Clorox's growth plan.|
Earlier in 2009, Clorox launched GreenWorks biodegradable wipes and this month it will add a laundry detergent and a stain remover to the line. With the July introduction of these products, Clorox will have 10 natural cleaning product offerings.
Meanwhile, sales of Burt’s Bees’ products jumped 30% last year and the brand increased its market share by more than six points to hold a 36% share in the $6.4 billion natural personal care segment, according to Clorox. What’s more, the category is fast-growing. The projected CAGR for natural personal care products from 2008-2013 is about 13%. Clorox estimates that Burt’s Bees is the No. 1 brand in the personal care space with a 25.4% share in 2008.
Last year, corporate sales rose 9%, but net earnings fell nearly 8%. Sales in North America were up 8% and international sales rose 16%. The Clorox franchise accounted for $1.5 billion in sales, and company executives expect to reach $2 billion by 2013 as more consumers get on the health and wellness bandwagon.
For the nine months ended March 31, sales rose 4.5% to $3.95 billion and net income jumped 21% to $367 million. For the full year, Clorox expects sales growth of 3-4%.
Looking ahead to 2010, the company expects sales growth of 1-2%, with flat to declining sales in the first half, followed by higher sales in the second half as pressure on consumers eases and the full benefits of innovations take hold.
Clorox Versus H1N1
Regardless of what happens in the economy, Clorox answers the call for help when a health crisis occurs. The company is working with international relief agencies to coordinate disinfecting product donations in the areas most affected by the 2009 H1N1 (swine) flu virus.
Through the first week in May, Clorox provided more than 18,100 cases of regular bleach, with an approximate value of $100,000 to the Red Cross as well as Mexican government agencies, including Mexico’s Federal Health Secretary and the Mexican Social Security Institute.
Clorox is also working closely with public health organizations to support their efforts to educate people about protecting themselves from 2009 H1N1 flu virus. The disinfectants effective against Influenza A are also effective against 2009 H1N1 flu virus. Among the products consumers can turn to for disinfection to help prevent the spread of the germs that cause 2009 H1N1 flu are: Clorox regular bleach, Clorox disinfecting wipes and Clorox Clean-Up cleaner with bleach spray cleaner. In the professional markets, customers can also turn to Clorox Commercial Solutions, Ultra Clorox germicidal bleach, germicidal wipes and germicidal spray and Clorox pro quaternary all-purpose disinfectant cleaner.