Does Clorox's (CLX) 22nd Consecutive Dividend Hike Reveal Strength or Mask Deeper Challenges?

• On September 17, 2025, The Clorox Company announced that its board of directors declared a quarterly dividend of US$1.24 per share, payable November 6, 2025, to shareholders of record as of October 22, 2025.
• This continued dividend commitment marks Clorox’s 22nd consecutive year of increasing payouts, highlighting its focus on shareholder returns during periods of market uncertainty.
• We’ll explore how Clorox’s long-standing track record of reliable dividends strengthens its investment case for income-focused investors.

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Clorox Investment Narrative Recap

To be a Clorox shareholder today, you need to believe in the company's ability to maintain brand strength, defend market share, and deliver steady shareholder returns even as consumer demand remains uncertain. The recent dividend raise signals ongoing confidence in cash generation but does not alter the company’s most pressing short-term catalyst, normalization after last year’s ERP system transition, or the ongoing risks around squeezed margins from tough pricing competition.

One recent announcement that stands out is the launch of Clorox Screen+ Sanitizing Wipes, expanding their product lineup into device care. This move ties directly into the importance of innovation as a driver for organic growth and operational recovery, both of which are central to offsetting headwinds from discounting and category softness.

However, against this backdrop, investors should not overlook the long-term risk that persistent price competition and heavy discounting across major segments could ultimately...

Read the full narrative on Clorox (it's free!)

Clorox's outlook anticipates $7.0 billion in revenue and $881.8 million in earnings by 2028. This assumes a yearly revenue decline of 0.4% and an earnings increase of $71.8 million from current earnings of $810.0 million.

Uncover how Clorox's forecasts yield a $133.59 fair value, a 11% upside to its current price.

Exploring Other Perspectives

Five private investor fair value estimates from the Simply Wall St Community range from US$98.22 to US$213.68. While innovation offers Clorox a potential catalyst, the community’s differing views remind you to weigh varying outlooks on the company’s earnings power and resilience.

Explore 5 other fair value estimates on Clorox - why the stock might be worth 18% less than the current price!

Build Your Own Clorox Narrative

Disagree with existing narratives? Create your own in under 3 minutes - extraordinary investment returns rarely come from following the herd.

• A great starting point for your Clorox research is our analysis highlighting 5 key rewards and 1 important warning sign that could impact your investment decision.
• Our free Clorox research report provides a comprehensive fundamental analysis summarized in a single visual - the Snowflake - making it easy to evaluate Clorox's overall financial health at a glance.

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This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.

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