Consumer nondurables.

This article highlights the successes of consumer nondurable companies in the U.S. Spending on nondurables rose 3% last year. That was the first year that spending on consumer nondurables kept pace with the rise in income. Higher raw materials costs are forcing many producers to raise prices. Clorox Co., for instance, which has 67% of the liquid bleach market, recently announced a 6% price hike. Gillette Co. earns 33% on shareholders' equity, making it one of the country's most profitable companies. The news was mixed last year for apparel manufacturers. The absence of a strong fashion trend put women's apparel in the doldrums. In footwear, Nike Inc. and Reebok both made comebacks, with latest 12 months' return on equity of 17.2% and 29.3%, respectively. INSET: Quick wits, low costs.