As more people grow aware of the fact that 12.7 million tons worth of plastic is thrown into the oceans each year, many are trying to limit their personal waste. And while it can be hard to know where to start, the grocery aisle is first port of call for those looking to do their bit. British supermarket chain Iceland has pledged to cut down on plastic in its food packaging, Dutch chain Ekoplaza has an entirely biodegradable branch, and specialist stores Charlotte’s Cupboard and Clean Kilo are packaging-free, selling refills of items such as rice, dried fruit, chocolate, and coffee by the gram.

Plastic is getting a lot of airtime right now: suddenly, what was once an invisible problem is at the front of people’s minds. Consumers are primed for change, so how can brands take the first by creating alternatives, educating customers and helping them form new habits?

As more plastic, paper and cardboard ends up in our rivers, oceans and landfill, people are looking at ways that they can cut back on packaging. How can shoppers achieve this and what is the grocery industry doing about it?

As people realise the impact of waste packaging on the planet, they’re making small lifestyle changes through independent brand innovations. But with convenience still high on people’s priority list, how is reusable, recyclable shopping platform Loop taking the circular economy mainstream?