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Clorox is top seller in natural cleaners

ASSOCIATED PRESS / January 12, 2009
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NEW YORK - One year after bleach maker Clorox Co. started selling a line of natural cleaning products, it has reached the top of the market for eco-friendly cleaners.

The company plans to announce today that its Greenworks cleaners, made with coconut oil, corn, and lemon - and without bleach - have become the top sellers among natural cleaners. Clorox now has 42 percent of the total market, estimated to generate more than $200 million in revenue per year.

Clorox Co. launched the Greenworks line in December 2007. It has used its distribution network and lower prices to lure shoppers away from competitors such as Method and Seventh Generation.

"I think Greenworks has done a good job getting into the mass trade," Jefferies & Co. analyst Douglas Lane said. "Before, you had to go to a specialty store. Now you can get it at Wal-Mart and Kroger's."

CEO Don Knauss said Clorox was attracted to the 20 percent growth rate of the eco-friendly cleaner market.

GREEN GROWTH

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