--- title: Kantar's Keeping Clean Category Deep Dive description: Explore home cleaning behaviors and opportunities across homeowners vs. renters, households with children and/or pets, across key channels and categories. image: https://retailiq.kantar.com/hubfs/Keeping%20clean-1.jpg --- [![KANTAR\_Small\_Logo\_White\_RGB](https://retailiq.kantar.com/hubfs/KRiQ%20Atlas%20Integration/KANTAR_Small_Logo_White_RGB.svg "KANTAR_Small_Logo_White_RGB")](https://www.kantar.com/) CATEGORY INSIGHTS # **Keeping clean** How will you position your brand’s quality and efficacy to ward off private label? Understand how shoppers research and select cleaning products to fit their lifestyle. Explore: - The role of multipurpose vs. specialized cleaners - The influence AI and social media have on cleaning product exploration - The role of brand loyalty across cleaning categories and trigger for new brand trial ### Want to learn more about the research? Get in touch # 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, floor cleaner, stain removers, dishwasher detergent/pods, dish soap, all-purpose cleaners, cleaning wipes, carpet cleaners/fresheners, furniture cleaners, air fresheners, oven cleaners, bathroom sink/tub cleaners, toilet bowl cleaner, kitchen cleaners, glass cleaners, drain cleaners, indoor pest control, outdoor pest control NEW topics: Shift from specialized cleaners towards multipurpose cleaners Role of AI and social media for learning about new products/tricks Brand loyalty across cleaning categories and triggers for new brand trial Contact us for more information at [KantarShopper@kantar.com](mailto:KantarShopper@kantar.com) --- ![How shopping has changed](https://retailiq.kantar.com/hs-fs/hubfs/GettyImages-1358089804.jpeg?width=6000&height=4000&name=GettyImages-1358089804.jpeg) ### 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. ![Cleaning trends](https://retailiq.kantar.com/hs-fs/hubfs/GettyImages-1343499782.jpeg?width=8164&height=6123&name=GettyImages-1343499782.jpeg) ### Latest trends in the cleaning and storage space Keep up with the latest trends and innovations in the cleaning and storage space and the resulting implications for manufacturers and retailers. EXPERT SPOTLIGHT ## Kantar's Retail, Sales, and Shopper Expert Answering your most pressing questions related to category insights. ![Lauren Winkler no background](https://retailiq.kantar.com/hubfs/Lauren%20Winkler%20no%20background.png) Lauren Winkler Vice President, Category Insights ![Logan\_Gina\_Kantar](https://retailiq.kantar.com/hubfs/Logan_Gina_Kantar.jpg) Gina Logan Director, Category Insights Looking for insights? #### Take a look at content catered to you. ### Retail Sound Bites The Kantar Sound Bites podcast provides a provocative view of global retail trends, category leadership, business issues, and other shopper and retail related news.  [Subscribe to the Podcast](https://retailiq.kantar.com/retail-sound-bites?hsLang=en) ![podcast equipment microphone](https://retailiq.kantar.com/hubfs/podcast%20equipment%20microphone.jpeg) ### Retail Media Networks B2B Benchmarking Study Closing the trust gap between brands and retailers [Learn more](https://retailiq.kantar.com/retail-media-networks?hsLang=en) ![2-2](https://retailiq.kantar.com/hubfs/2-2.png) ### Commerce rewired: Kantar's 2026 POV In 2026, resilience, relevance, and relationships are no longer optional. They are competitive requirements. Retailers and suppliers face rising costs, fractured partnerships, private label pressure, and increasingly nonlinear shopper journeys. [Download the Report](https://retailiq.kantar.com/commerce-rewired-2026-retail-themes?hsLang=en) ![Commerce Rewired](https://retailiq.kantar.com/hubfs/photoshop%20theme%20cover%20with%20K.png) ![KANTAR\_Small\_Logo\_White\_RGB](https://retailiq.kantar.com/hubfs/KRiQ%20Atlas%20Integration/KANTAR_Small_Logo_White_RGB.svg "KANTAR_Small_Logo_White_RGB") Copyright © 2026 Kantar #### Company - [Terms of use](https://www.kantar.com/Terms-and-Conditions) - [Kantar Retail IQ Privacy Policy](https://retailiq.kantar.com/privacy-policy) - [About Kantar](https://www.kantar.com/About) - [Privacy](https://www.kantar.com/Cookies-Policies)