Hydrous, paste-like, thixotropic detergent or cleaning agent containing, based on the whole agent, a) an alkalinity support, selected from alkali hydroxide and/or alkali carbonate, in a quantity of 5 to 40 wt. %, preferably 8 to 30 wt. %, b) at least 5 wt. %, preferably 15 to 40 wt. % water, and c) more than 3 wt. %, preferably 5.5 to 30 wt. %, particularly preferably 6 to 15 wt. % non-ionic surfactants, wherein, at 25.degree. C., the agent has a viscosity of 50,000 mPas to 250,000 mPas, measured using a Brookfield rotational viscometer (spindle no. 7) at 5 revolutions per minute and, under otherwise identical conditions, at 50 revolutions per minute has a viscosity of 12,000 mPas to 80,000 mPas.