been encouraging,”Telford noted.
Wipes have helped drive recent growth
at Clorox. Its cleaning unit—which covers
laundry, home care and away from home—
posted 4% gains in volume and sales, with
home care shipments growing behind
“strong merchandising on Clorox disinfecting wipes,” the company said in early August upon release of its sales figures for the
fiscal fourth quarter.
August is months away from cold and flu
season, but it can be a hot month for wipes
as the antibacterial/disinfection message
rises up during back-to-school time. Along
with No. 2 pencils and marble composition
books, wipes have become staples on
teacher supply lists—and parents are often
asked to send in a large container with their
child on opening day.
The goal is to help keep classrooms
clean, and ultimately, kids in school. Ac-
cording to the Centers for Disease Control
and Prevention (CDC), nearly 22 million
school days are lost each year to the com-
mon cold alone, and along with washing
hands, the agency recommends placing
disinfecting wipes in classrooms, and en-
couraging students and staff to wipe down
Despite having names synonymous with
disinfecting and much deeper advertising
coffers, brands such as Clorox and Lysol
face tough competition from private label
wipes. According to SymphonyIRI, private
Burt’s Bees rolled out new towelettes that are made with Forest Stewardship Council (FSC) fibers.
label holds the No. 2 spot between the two
in the general purpose cleaning cloth category, although it lags far behind market-leading Clorox.
The marketplace’s most recognized
brands believe their cleaning heritage resonates with wipes consumers, especially
Are Household Wipes Still Cleaning Up?
According to SymphonyIRI, household cleaning wipes saw sales dip 1.3% to $263.9 million at supermarkets, drugstores and mass outlets
(excluding Walmart), for the 52 weeks ended Aug. 7, 2011. Here is a look at the leaders in the $241.4 million cloth all-purpose cleaner category.
Clorox Cloth All Purpose Cleaner
Private Label Cloth All Purpose Cleaner
Lysol Cloth All Purpose Cleaner
Lysol Dual Action Cloth All
Windex Cloth All Purpose Cleaner
Pledge Cloth All Purpose Cleaner
Clorox Green Works Cloth
All Purpose Cleaner
Mr. Clean Magic Eraser Duo
Cloth All Purpose Cleaner
Seventh Generation Cloth
All Purpose Cleaner
Weiman Cloth All Purpose Cleaner
( 10. 27)
( 11. 59)
( 18. 87)
( 17. 10)
( 9. 84)
( 11. 94)