Nutrition Business Journal

Clorox Cleans Up With Natural & Organic Cleaners

Clorox made waves in 2007 for its swift movement into the natural and organic personal care and household goods category. In 2008, the company is seeing the fruits of its labor.


The company’s Greenworks cleaners brand has become the top seller amongst natural cleaners, according to a company release.

Clorox now claims a 42% market share in the natural and organic cleaner category, according to company estimates. Revenues have grown more than 100% since its launch, with sales estimates topping $200 million annually. "I think Greenworks has done a good job getting into the mass trade," Jefferies & Co. analyst Douglas Lane noted in a recent Associated Press story. "Before, you had to go to a specialty store. Now you can get it at Wal-Mart and Kroger's - just about anywhere."That's the beauty of Clorox, that they have the big footprint in the food, drug and mass channels," Lane said.

Greenworks success is credited in part to Clorox’s wide distribution reach, as well as a competitive price point which is barely higher than its conventional alternatives. NBJ estimates that U.S. consumers spent $1.9 billion on natural and organic household goods in 2007, a 56% increase from 2006. Preliminary 2008 forecasts show the category jumping another 42% in 2008, with sales topping $3.7 billion.

If you are an NBJ Subscriber and want to read more of NBJ’s coverage of the natural household cleaners market, use your username and password to log into the subscriber-only side of and read the following stories:

Cleaning The House: Natural Household Cleaners Sweep It Up
Natural Cleaning Products Arise Later on the Healthy Lifestyles Learning Curve
Future Looks Bright for Green Commercial Cleaner Companies

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