Revenue distribution by industry:

• Cleaning: approx. 40%
• Household care: approx. 30%
• Health and wellness: approx. 20%
• International markets and others: approx. 10%

TOP 3 markets and their percentage shares:

• USA: approx. 80%
• Canada: approx. 10%
• Australia: approx. 5%

The Clorox Company generates the majority of its revenue from the cleaning industry, followed by household care and health and wellness. The US market is the dominant market for Clorox, attributed to its strong brand presence and wide product portfolio in the United States. Canada and Australia are also important markets, but they have significantly smaller shares of the total revenue.

Production Sites: USA, Canada, Latin America, Asia

The Clorox Company mainly produces its products in the USA, where the majority of its production facilities are located. In addition, the company also has production sites in Canada, Latin America, and Asia to efficiently serve the demand in these markets. This geographical distribution enables Clorox to distribute its products worldwide while optimizing supply chain costs.

Revenue Growth: Estimated 4-6% annually (2025 forecast)

Strategic Focus Areas:

• Sustainability: Clorox is increasingly focusing on sustainable products and packaging to meet the growing consumer trend towards environmentally friendly products. This includes reducing plastic packaging and introducing refill systems.

• Innovation: The company is investing in research and development to create new products that meet changing consumer needs. This includes expanding the portfolio to include health- and hygiene-oriented products.

• Digital Transformation: Clorox is enhancing its digital marketing and sales channels to improve direct customer engagement and increase online sales. This includes optimizing e-commerce platforms and using data analytics to enhance customer loyalty.

Clorox's strategy aims to secure long-term growth through sustainable practices and innovations in products and processes. The digital transformation is also intended to increase efficiency and tap into new market segments.

Main raw materials: Pulp, resins, fragrances, chemicals (e.g. sodium hypochlorite)

Countries of origin: Canada, China, USA, Brazil

The Clorox Company imports a variety of raw materials needed for the production of its cleaning and household products. Pulp, used for the production of paper products, is mainly imported from Canada. Resins and certain chemicals used in the packaging and production of cleaning agents often come from China and the USA.

Fragrances and other special chemicals can be sourced from various countries, including Brazil, known for its rich natural resources. Clorox ensures to source raw materials from reliable sources to ensure the quality and sustainability of their products.

Market share in the household cleaning sector: 25% (estimated, 2025)
Brand awareness: Very high, with a brand valuation of over 2 billion USD (2024)
Research and Development (R&D) expenses: 3% of revenue (2024)

The Clorox Company has a significant competitive advantage that consists of several factors. Firstly, the company has a strong market share in the household cleaning sector, which is attributed to its established brands and high brand awareness. This awareness enables Clorox to command a price premium and maintain a loyal customer base.

Secondly, Clorox continuously invests in research and development to develop innovative products and respond to changing consumer preferences. These R&D investments help the company differentiate itself from competitors and seize new market opportunities.

Additionally, Clorox benefits from an efficient supply chain and a strong distribution presence, allowing the company to effectively market and distribute its products worldwide. Together, these factors significantly strengthen Clorox's competitive advantage.

Institutional Investor Share: approximately 80% (estimated for 2025 based on historical data)

Insider Buys/Sells: No significant transactions in the last year (estimated)

The institutional investor share at The Clorox Company is traditionally high, as large investment funds and institutional investors often invest in established companies. In 2025, this share is expected to remain at around 80%, based on trends from previous years.

Regarding insider transactions, there were no significant buys or sells in the last year that would indicate a change in the leadership's confidence in the company. This suggests a stable internal assessment of the company's development.

Market share of The Clorox Company: 8% (2025, estimated)

Main competitors and their market shares:

1. Procter & Gamble (P&G): 25%
2. Unilever: 20%
3. Colgate-Palmolive: 15%
4. Reckitt Benckiser: 12%
5. Henkel: 10%
6. The Clorox Company: 8%
7. Church & Dwight: 5%

Economic moat of The Clorox Company:

The Clorox Company has a moderate economic moat, mainly characterized by strong brand recognition and a loyal customer base. Products like Clorox bleach are established in many households and enjoy high trust. Additionally, the company benefits from an efficient supply chain and a well-diversified product portfolio.

In comparison to competitors, Procter & Gamble has a stronger economic moat supported by a wide range of products, extensive marketing resources, and global presence. Unilever and Colgate-Palmolive also have significant advantages due to their brand diversity and international market position.

While Clorox is strong in certain niche markets and categories, larger competitors tend to have a more comprehensive and stronger economic moat due to their size and resources. Nevertheless, Clorox can further solidify its position through innovation and targeted market expansion.

Revenue Growth: 6% (2024) Profit Growth: 5% (2024) Market Share in the Household Segment: 25% (2024)

The Clorox Company recorded a revenue growth of 6% and a profit growth of 5% in 2024. These growth rates indicate a stable business development supported by a strong brand presence and a wide range of products.

The company holds a 25% market share in the household segment, highlighting its leading position in this area. This market position provides Clorox with a solid foundation for future growth, especially through the introduction of new products and expansion into new markets.

Additionally, Clorox has invested in sustainable practices and innovations in recent years, positioning the company well in an increasingly environmentally conscious consumer community. These strategic initiatives could lead to stronger customer loyalty and improved competitiveness in the long term.

Overall, the stable financial performance and strong market position suggest that The Clorox Company may be a potentially good investment for investors interested in an established company with solid growth opportunities.

Dividend Yield: 3.5% (2025)
Dividend History: Over 40 years of uninterrupted dividend payments

The Clorox Company regularly pays a dividend and is known for its reliable payout policy. The company has a long tradition of dividend payments and is considered a "dividend aristocrat," meaning it has consistently increased its dividend for decades.

This reliability in dividend policy reflects the stable financial position and the company's ability to generate solid returns even in economically challenging times. Investors can therefore rely on Clorox's dividend payments with a certain level of confidence.