# Plastic-Free Grocery Bags Iceland is Aiming to Reduce Plastic Waste with Paper Grocery Bags By Laura McQuarrie | Published 2018-07-04 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/paper-grocery-bags References: [retailgazette](https://www.retailgazette.co.uk/blog/2018/07/iceland-latest-grocer-bring-back-paper-bags-war-plastic/) & [groceries.iceland](http://groceries.iceland.co.uk/) From [zero-waste supermarkets](https://www.trendhunter.com/trends/eco-shop) to major restaurants phasing out plastic straws, a war on single-use plastics has been started around the world—British supermarket chain Iceland is now looking to do its part by reintroducing [paper grocery bags](https://www.trendhunter.com/trends/versatile-bags-for-essentials) to consumers. As part of a trial, Iceland will be seeing if consumers respond to using the alternative grocery bags, which are branded with #TooCoolForPlastic. The white paper shopping bags are recycled, biodegradable and will be offered to shoppers at select locations for a small fee. Back in January of this year, Iceland resolved to become the first major retailer in the world to go plastic-free and it is working towards [eliminating all plastic packaging](https://www.trendhunter.com/trends/aora-mexico) from its own-brand items by the year 2023. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 50% | Activity: 84% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **War on Single-use Plastics:** Iceland's reintroduction of paper grocery bags highlights the ongoing trend of businesses and organizations taking measures to reduce single-use plastics. - **Zero-waste Supermarkets:** The trial of paper grocery bags by Iceland aligns with the trend of zero-waste supermarkets, which aim to minimize the use of plastics and other non-recyclable materials. - **Sustainable Packaging Solutions:** Iceland's commitment to eliminate plastic packaging and the introduction of paper grocery bags reflects the growing trend of businesses seeking sustainable packaging solutions. ### Industries Being Reshaped - **Retail:** The retail industry has an opportunity to embrace sustainable practices by exploring alternative solutions like paper grocery bags. - **Food and Beverage:** Restaurants and supermarkets in the food and beverage industry can benefit from adopting paper grocery bags as part of their sustainability initiatives. - **Packaging:** The packaging industry has the potential to disrupt traditional plastic packaging by offering innovative and eco-friendly alternatives like biodegradable paper bags. ## Related on Trend Hunter - [Branded Single-Use Plastic Bans](https://www.trendhunter.com/trends/singleuse-plastic-bans.md) - [Paper-Packaged Porridge Products](https://www.trendhunter.com/trends/everyday-essentials-porridge-oats.md) - [Recyclable Chilled Grocery Bags](https://www.trendhunter.com/trends/freshbag-recyclable-cool-bag.md) - [Eco-Focused Toilet Paper Products](https://www.trendhunter.com/trends/sainsburys-toilet-paper.md) - [Sustainable Retailer Packaging Updates](https://www.trendhunter.com/trends/coop-sustainable-packaging.md) - [Sustainable Product Packaging](https://www.trendhunter.com/trends/paperbased-solution.md) - [Plastic-Cutting Retail Initiatives](https://www.trendhunter.com/trends/amazon-cuts-plastic.md) - [Recyclable Cereal Liner Packaging](https://www.trendhunter.com/trends/paperbased-cereal-packaging.md) - [Plastic-Free Food Packaging](https://www.trendhunter.com/trends/plasticfree-food-packaging.md)