Learn about the attributes that command a higher willingness to pay, at the category level.

Shoppers have been rethinking their home cleaning priorities over the past few years. Take advantage of this opportunity for innovation at the category level in our new deep dive study.

What you'll learn

How you'll use it

The details you'll need

What are the changing perceptions of cleanliness coming out of the pandemic?
How do shoppers research and select cleaning and storage products to fit their lifestyle?
What are the latest trends in sustainability, smart products, and AI-integration within cleaning?

Match product messaging and innovation to the latest shopper trends
Merchandise by occasion and drive sales across the entire home cleaning, paper, and storage categories
Drive conversion by meeting shoppers where they research and learn about the category

Robust sample: 2,000 shoppers
Our expert-authored 100+ page report is full of both insights and action
Our fully-sliceable data includes 25+ categories and 15+ retailers*
Customize the study to meet your needs, including question topics and retailer/category lists

Cleaning categories*: laundry detergent/pods, fabric softener, bleach, stain removers, dishwasher detergent/pods, dish soap, hand soap, hand sanitizer, all-purpose cleaners, cleaning wipes, carpet cleaners, mops, brooms/swiffers, dusters, hand-held/push vacuums, robot vacuums (Roomba), bathroom cleaners, kitchen cleaners, sponges, gloves, trash bags, air fresheners, pest control

Storage/paper categories*: toilet paper, paper towels, napkins, tissues, flushable wipes, plastic wrap, aluminum foil, food storage bags, parchment paper

Cleaning products research and purchase

The pandemic accelerated the use of cleaning supplies, but also the way those are shopped, especially online. Explore how shoppers look for, select and purchase cleaning products both in-store and online.