The industrial and institutional cleaning market is worth $42 billion worldwide and is growing at a 3% annual rate in the U.S., according to research firm Kline & Co. Still, the uncertain economy remains a challenge for manufacturers, as businesses that buy cleaning products look to get more value. Procter & Gamble has said it is promoting versatile products such as Comet bath cleaner and Mr. Clean Magic Eraser, while Ecolab has emphasized water treatment, particularly through its purchase of Nalco.

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