As of February 9, K-group has increased the price of plastic bags in all K-food stores across Finland to 0.50 euros. This marks a notable hike from the previous prices of 0.35 euros at K-Citymarkets and 0.39 euros at K-Supermarkets and K-Markets, with increases of approximately 42.8% and 28.2% respectively. The company has indicated that this price adjustment aligns with the European Union's goal of limiting plastic bag consumption to a maximum of 40 bags per person per year.

K-group's announcement also revealed that currently about 80% of shopping trips in their stores are made without purchasing a plastic bag, indicating a consumer shift towards more sustainable practices. This recent price increase follows a previous adjustment made in May 2025, which had already contributed to a decrease in plastic bag sales. The company's strategy reflects a growing awareness and response to environmental concerns regarding plastic waste.

In conjunction with the price hike, K-group has also noted a significant increase in the demand for alternative bag options. For instance, the sales of paper bags surged by 46% in the latter half of 2025 compared to the same period in the previous year. This trend not only signals consumer readiness to switch to more eco-friendly products but also demonstrates the market’s evolution in response to sustainability initiatives.