Special Feature: Year In Review

Year In Review: Kitchen Cleaner

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December 20, 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.


Welcome to Day 20 of Unioncrate’s Year In Review, taking a look at the kitchen cleaner category’s 29.4% growth in 2020.

Kitchen Cleaner

  • When you’re stocking up on cleaning supplies, an all-purpose cleaner can never hurt. All purpose kitchen cleaner sprays grew 129.8% in the 40-week period since March, with growth increasing as much as 254.5% in a single 4-week period.
  • More home cooking meant more kitchen messes, and stovetop cleaners were there to save us. The cooktop cleaner category jumped 29.2% during the pandemic.
  • Consumers were looking for convenience in their cleaning supplies this year, and what’s easier than grabbing a wipe to make any cleanup job quick and painless? Countertop cleaner wipes increased 123% this year.

2020 Cleaned Up

  • Seventh Generation launched a zero-plastic line with six biodegradable household cleaners.
  • Ace Hardware and Viking Marine Supply co-owners Bootslyn and David Roemhildt created an alcohol-free disinfectant that is derived from two main components: salt and water. No danger of running out of the ingredients needed to produce it. 
  • Household cleaning supply maker AIEn USA had a double dose of positivity this year, first winning Product of the Year USA’s award for best green cleaning product, and then donating 46,000 bottles of product to the Houston Food Bank.
  • After a record-breaking year for Clorox, company CEO Benno Dorer announced that Clorox disinfecting wipes will likely not be fully stocked on store shelves until next year, after early 2020 made demand planning a task only a superhuman (or an AI DP platform) could handle. 

Up Next: Baby Bath Products

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