Nov. 2 (Bloomberg) -- Clorox Co., the largest maker of bleach sold at retail, said first-quarter profit rose 23 percent after consumers bought disinfecting wipes to ward off flu.

Net income climbed to $157 million, or $1.11 a share, from $128 million, or 90 cents, a year earlier, the Oakland, California-based company said today in a statement. Sales fell less than 1 percent to $1.37 billion.

U.S. and international sales of disinfecting wipes rose in response to demand for protection from the H1N1 influenza pandemic, Clorox said. Higher prices outside the U.S. also contributed to a wider gross margin, a measure of profitability. The company boosted its full-year earnings forecast to $4.05 to $4.20 a share from a previous projection of $4 to $4.15.

Analysts projected net income of 95 cents a share, the average of 11 estimates compiled by Bloomberg. Analysts put sales at $1.37 billion.

Gross margin, the fraction of sales remaining after subtracting the cost of goods sold, widened to 45.1 percent from 40.6 percent. Price increases and lower commodity costs contributed 4.1 percentage points of that improvement, the company said.

Clorox rose 17 cents to $59.40 at 4 p.m. in New York Stock Exchange composite trading. The shares have gained 6.9 percent this year.

To contact the reporter on this story: Mark Clothier in Atlanta at mclothier@bloomberg.net

Last Updated: November 2, 2009 16:09 EST