Special Feature: Year In Review

Year In Review: Dish Soap

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December 30, 2020
by Shastri Mahadeo
2 Minutes

The following insights are powered by Nielsen in partnership with Unioncrate, an artificial intelligence demand planning platform that combines consumer behavior and historical shipment data to predict sales and inventory with up to 91.6% SKU-level accuracy.

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Welcome to Day 30 of Unioncrate’s Year In Review, looking at the dish soap category, which grew 25.3% this year.

Dish Soap

  • “Fresh scented” dish soap saw the most growth this year, with an 111.8% increase in sales in the 40-weeks since March.
  • The dish soap category hit 82.4% growth in the 4-week period ended 3/21 as consumers stocked up for quarantine. 
  • Dishwashers gained a whole new level of appreciation this year, as dishwasher detergent sales went up 29.6% during the pandemic.

Scrubworthy News

  • P&G launched a 24-hour disinfecting spray right as the pandemic was unfolding in front of us, made possible, they say, through meticulous research and planning that helped them get the timing for this new product release just right. 
  • Eco-friendly cleaning product brand Blueland introduced two new products to their lineup, a powder for hand-washing dishes and a tablet for the dishwasher, so that whichever way you clean up after dinner, there’s a sustainable option for you. 
  • Dawn created a new dishwashing spray that changed the game and made washing the dishes as easy as could be, leading to rave reviews from consumers.
  • Dish soap was also among the products that became hard to come by during the pandemic, and brands like Clorox and Procter & Gamble released statements that they are still struggling to keep up with spikes in demand even as stockpile shopping calms down.

Up Next: Spices

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