From an article in Marketing Magazine:Clorox has announced that its line of 'Greenworks' cleaners has reached the top of the market one year after its launch.
The cleaners, made without bleach, have become the top-sellers among natural cleaners in North America according to Information Resources, Inc.
Clorox now has 42% of the total market, estimated to generate more than $200 million in revenue per year. It has used its distribution network and lower prices to attract shoppers away from its [smaller, more original] competitors such as Method and Seventh Generation.
The kicker: “I think Greenworks has done a good job getting into the mass trade,” said Jefferies & Co. analyst Douglas Lane. “Before, you had to go to a specialty store. Now you can get it at Wal-Mart and Kroger’s... That’s the beauty of Clorox, that they have the big footprint in the food, drug and mass channels.”
Ironic, the use of the word footprint. But don't start thinking they specialize in green - they also sell Hidden Valley salad dressing and Brita water filters.
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