Case Study: Fost Plus improves recycling strategies with YouGov Shopper Intelligence

Fost Plus identifies recycling opportunities with YouGov, contributing to 840 Kt of waste recycled in 2025

Fost Plus, a non-profit organization driving Belgium's circular packaging economy, faced the challenge of understanding how consumers dispose of plastic bottles and cans, especially in out-of-home contexts where recycling rates were low. They needed a behavior-led view to identify where collection systems were underperforming. To gain this clarity, Fost Plus partnered with YouGov and utilized its YouGov Shopper solution.

YouGov implemented a solution that mapped the complete consumer journey from purchase to disposal, linking behaviors to quantify waste across different contexts. This research provided Fost Plus with actionable intelligence, enabling them to segment disposal behavior and prioritize collection strategies. As a result, Fost Plus optimized its recycling interventions, which contributed to 840 Kt of household waste being recycled in 2025.

Fost Plus