Old stand-bys like Mr. Clean, Comet, Spic & Span-all from Procter & Gamble Co.-are finding their names on new niche products that are doing quite well. Clorox Co. also is pervading the household cleaning products category as the company extends its well-known Clorox brand name.
Take Mr. Clean. The brand entered the $260.9 million bathroom cleaner segment last year, jumping into the No. 9 position. Mr. Clean Glass & Surface Cleaner and Mr. Clean with Bleach arrived on the cleaning scene last year to leverage the Mr. Clean name.
P&G is using a similar strategy for Comet and Spic & Span. Comet Bathroom Cleaner moved into the No. 3 spot from No. 8, grabbing a 14.6% share of the $260.9 million segment.
The new Comet Liquid Gel Bleach Plus Cleaner offers consumers a tough cleaning product without the grit of the regular cleanser.
The Spic & Span family of products now includes a bathroom cleaner; a spray, tub and tile cleaner; an all-purpose cleaner with bleach; and Ultra Spic & Span powder.
"People are buying more specialized products," said Heather Hay, analyst at J.P. Morgan Securities.
"I think the new products will con tinue. Clorox has been active in line extensions and P&G is trying to leverage off the Mr. Clean, Comet and Spic & Span brand names."
In the last year, Clorox has introduced Formula 409 Glass & Bath Surface Cleaner; Tilex Soap Scum Remover; Clorox Clean Up Spray; Clorox Toilet Bowl Cleaner; Clorox Automatic Toilet Bowl Cleaner; Lemon Soft Scrub; and Liquid-Plumr Build-Up Remover.
"Growth has been driven by new products," a Clorox spokeswoman said. Consumers also have benefited from price cutting in certain categories.