In nearly every household in America, cleaning is a constant conundrum as people struggle to juggle jobs, careers, and in the margins of the week, the business of maintaining an orderly, functioning home. The growing retail space devoted to cleaning products speaks to the struggle, with all manner of cloths, wands, stick sweepers and cleaners from an expanding competitive field to help consumers do more in less time.
Clorox has a huge stake in the field, with its flagship bleach, toilet cleaners, and those magical disinfecting wipes. As generic store brands and other newcomers scramble for market share and profits,...