The Clorox Co in Home Care

Company Profile

About This Report

Feb 2017

US company Clorox is the leading player in surface care, bleach and toilet care in its domestic market, and the largest producer of bleach globally. This profile analyses Clorox’s work to develop its product offer in an upmarket direction in response to evolving demand trends, and examines the company’s efforts to reduce its reliance on the US through expansion in emerging markets in Latin America and the Middle East and Africa.

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The Clorox Co in Home Care

Euromonitor International's report on Clorox Co, The delivers a detailed strategic analysis of the company's business, examining its performance in the Toilet Care market and the global economy.

Company and market share data provide a detailed look at the financial position of Clorox Co, The, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Clorox Co, The.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Clorox Co, The provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Toilet Care research team, a dedicated group of analysts that knows the industry inside and out.

Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

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Scope of the Report


Strategic Evaluation

Key company facts
Financial performance in 2016
Financial performance: First three months of 2017
Financial performance: Segment analysis
SWOT: The Clorox Co
Strategic challenges and objectives

Competitive Positioning

Review period ends on a high
Acquisition and emerging markets drive the leaders’ growth
Leaders increase their global share
Intense competition in the core surface care category
Domestic market competition driving a higher value focus

Market Assessment

Growing presence in emerging markets
Forecasts underline the urgency of strategic development
Surface care offers the strongest potential

Surface Care

Clorox reasserts itself
Strong performance in impregnated wet wipes
Hygiene concerns are entrenched in US consumer consciousness
Positive outlook for core categories
Opportunities for further expansion in Latin America


Broad but not complete coverage in bleach in Latin America
Key MEA markets moving beyond bleach
Bleach losing out to rival products in the US

Other Home Care Categories

Performing well in the key toilet care category
Shift from bleach provides opportunities in MEA

Brand Strategy

Hygiene positioning
Central role for Clorox
Emphasis on digital marketing


Native region continues to dominate operations


Strategic direction brings new challenges


Competitor Analytics tool
Market Overlap
Overlap Matrices