Clorox
The Clorox Company manufactures and markets consumer and professional products worldwide. It operates through four segments: Health and Wellness, Household, Lifestyle, and International. The company home care cleaning and disinfecting products and laundry additives, skin sanitization and cleaning p…
The Clorox Company manufactures and markets consumer and professional products worldwide. It operates through four segments: Health and Wellness, Household, Lifestyle, and International. The company home care cleaning and disinfecting products and laundry additives, skin sanitization and cleaning products, professional cleaning and disinfecting products, and professional food service products under the Clorox, Clorox2, Pine-Sol, Scentiva, Tilex, Liquid-Plumr, Formula 409, Purell, GOJO, CloroxPro, Clorox Healthcare, Hidden Valley, Poett, Clorinda, and Chux brands. It also provides bags and wraps, cat litter, and grilling products under the Glad, Fresh Step, Scoop Away, Kingsford, and Ever Clean brands; and dressings, dips, seasonings, sauces, water-filtration products, and natural personal care products under the Brita and Burt's Bees brands. The company sells its products through mass retailers; grocery outlets; warehouse clubs; dollar stores; home hardware centers; drug, pet, and military stores; third-party and owned e-commerce channels; distributors; and other retail outlets through direct sales force. The company was founded in 1913 and is headquartered in Oakland, California.Priced within the modelled range
Other models: USD 81.12–84.98 (median 83.05). The recommended value is in line with them.
Why: Dividends are a large share of earnings, so the cash paid to shareholders is the best guide to value.
Details and the full model are below.
Market price within modeled range
Uses reported dividends of USD 4.9333 per share from TTM through 30 Sep 2026, with 2.21% perpetual growth (base growth capped at the terminal rate) and 9.2% discount rates. The range varies growth and discount assumptions by 1 percentage point; it is illustrative, not a statistical confidence interval or investment advice.
Assumptions: growth 2.21%, discount rate 9.20%, terminal growth 2.40% (sector defaults). See a worked example.
Blended growth assumption: 2.2% (sector default 5.3%, own revenue history -1.4%, analyst revenue consensus 2.5%).
5-year outlook: relative outlook of about 8.0% a year (High confidence), anchored to a 7% market return and adjusted for how this company ranks against others. A ranking aid, not a prediction. See the full forecast.
Analyst consensus expects revenue growth of 2.5% a year; the growth assumption used is 2.2%.
Adjust assumptions
Why this model: Dividends are a large share of earnings, so the cash paid to shareholders is the best guide to value.
Compare models- Recommended: Dividend discount model — USD 72.14 (-27.6%)
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EPS-based Gordon proxy
— USD 81.12 (-18.6%)
Not used: Treats all earnings as if paid out and ignores the cash kept for reinvestment, so it overstates value for companies that retain most profit.
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DCF (trailing free cash flow)
— not applicable
Not used: Cannot be computed: free cash flow is zero or negative.
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FCFF (steady state)
— not applicable
Not used: Cannot be computed: free cash flow is zero or negative.
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EV/EBITDA (12x)
— USD 84.98 (-14.8%)
Not used: Used only when free cash flow is far below earnings even after averaging three years; a fixed 12x multiple also ignores sector differences.
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Fade DCF (10-year growth fade)
— not applicable
Not used: Cannot be computed: free cash flow is zero or negative.
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EV/Sales (Rule of 40)
— USD 197.26 (+97.9%)
Not used: Used only for technology and communication companies whose cash-flow value is far below the price.
| Bear USD 55.54 | -79.5% |
| Base USD 72.14 | -38.2% |
| Bull USD 102.04 | 2.3% |
Margin = (value − price) / value, so it is measured against the value and reads lower than the upside to value, which is measured against the price. Positive means the price is below that case.
At USD 99.70 the market implies perpetual dividend growth of about this rate (discount rate 9.2%).
Compare: the market implies 4.1% a year, this model assumes 2.2%. The market expects more than this model does, which is why it reads as overvalued.
How the Dividend discount model value changes with growth (rows) and discount rate (columns). Green cells are above the current price. Dividend growth cannot exceed the long-run rate, so duplicate capped scenarios are omitted.
| Growth \ Discount | 7.2% | 8.2% | 9.2% | 10.2% | 11.2% |
|---|---|---|---|---|---|
| -1.8% | 53.89 | 48.50 | 44.09 | 40.41 | 37.30 |
| 0.2% | 70.72 | 61.87 | 54.99 | 49.49 | 44.98 |
| 2.2% | 101.05 | 84.18 | 72.14 | 63.11 | 56.09 |
| 2.4% | 105.24 | 87.10 | 74.29 | 64.77 | 57.41 |
Track record: see the methodology page for how this model has performed historically, including its limits. Treat it as a screen, not a forecast.
Price history and fair value
No chartable saved daily price history is available for this range. The chart uses stored EODHD prices only and will appear after history is saved.
More detail: quality, peers, price history, dividends and financials
Quality score: 54 / 100
Five equal checks on reported history: profitability, cash generation, revenue growth, balance sheet and margins. It describes business quality, not whether the price is attractive.
| Profitability | 5 of 5 years profitable | 20 / 20 |
| Cash generation | free cash flow positive in 5 of 5 years | 20 / 20 |
| Growth | revenue -0.7% a year | 4 / 20 |
| Balance sheet | net debt 4.1x EBITDA | 0 / 20 |
| Margins | EBITDA margin 18% | 10 / 20 |
Peers in Consumer Staples
Same-sector companies with a valuation, most undervalued first. Compare the margin of safety, yield and quality score side by side.
| Company | Price | Margin of safety | P/E | P/B | Yield | Quality |
|---|---|---|---|---|---|---|
| CLX (this company) | USD 99.70 | -38.2% | 18.0 | – | 4.9% | 54 |
| ORK.OL Orkla ASA | NOK 103.30 | 31.4% | 14.7 | 2.4 | 9.7% | 82 |
| WN.TO George Weston Limited | CAD 109.72 | 26.2% | 39.8 | 9.1 | 1.2% | 72 |
| KHC Kraft Heinz | USD 25.32 | 25.2% | – | 0.8 | 6.3% | 36 |
| CA.PA Carrefour SA | EUR 13.59 | 24.1% | 29.1 | 0.8 | 8.7% | 72 |
| ABF.L Associated British Foods plc | GBP 19.83 | 19.1% | 15.0 | 1.2 | 3.2% | 82 |
| ADM Archer Daniels Midland | USD 70.47 | 16.8% | 13.7 | 1.4 | 3.0% | 64 |
| AXFO.ST Axfood AB | SEK 281.90 | 8.5% | 24.8 | 8.1 | 3.1% | 70 |
| DLTR Dollar Tree | USD 137.94 | 0.3% | 16.3 | 7.7 | – | 72 |
| Peer median | 16.3 | 1.9 | ||||
Dividends
Paid in the last 12 months: USD 4.98 per share · yield 4.99% at the current price.
| Year | Dividends per share |
|---|---|
| 2026 (so far) | 4.980 |
| 2025 | 4.920 |
| 2024 | 4.840 |
| 2023 | 4.760 |
| 2022 | 4.680 |
| 2021 | 4.540 |
Trailing 12-month financials
TTM through 30 Sep 2026 · quarterly EODHD data · data downloaded 06 Nov 2026 13:11
| Revenue | USD 7,196,000,000 |
|---|---|
| EBITDA | USD 1,315,000,000 |
| EBIT | USD 1,050,000,000 |
| Net income | USD 677,000,000 |
| Free cash flow | USD 453,000,000 |
| Capital expenditures | USD 209,000,000 |
| Debt | USD 5,594,000,000 |
| Cash | USD 184,000,000 |
| Working capital | USD -1,023,000,000 |
| Shares outstanding | 122,027,000 |
| Reported dividends per share | USD 4.9333 |