In early 2025, citizens across Southeast Europe found themselves facing a harsh new reality. As everyday essentials—bread, eggs, milk, and other staple foods—continued to skyrocket in price, ordinary consumers saw their wages and pensions lag far behind. What started as a growing sense of frustration soon erupted into an organized wave of boycotts and protests across the region. In Croatia, for example, the consumer advocacy group ECIP, in collaboration with grassroots social media channels, organized a one-day boycott on January 24. Citizens were urged not to shop at supermarkets, and the response was immediate: sales dropped dramatically, and images of empty store shelves and deserted parking lots flooded the news and social media platforms .
The Price Surge and Its Human Cost
The causes behind the soaring prices are multifaceted. In Croatia, inflation has surged by over 45% since 2020—well above the European Union average—driven by a confluence of factors such as a declining agricultural sector, overreliance on tourism, and a flood of imported goods that have disrupted local supply chains. Daily life for millions has been upended. For pensioners and low-wage workers, the cost of a simple loaf of bread can now consume a disproportionate share of their income. Consumers complain that prices for basic items like eggs and dairy have increased by 60% or more in recent years, leaving many families to make heartbreaking choices between paying bills or buying food.
In many communities, the impact is not just financial—it is deeply personal. Stories abound of individuals forced to cross borders into neighboring countries, such as Slovenia or Italy, in search of cheaper goods. This cross-border shopping phenomenon underscores a profound sense of economic injustice and highlights the disparity in cost of living that is now splitting the region.
Mass Boycotts: A Citizen’s Response
The boycott in Croatia was not an isolated incident. Within days, similar calls for action spread across the Balkans. In North Macedonia, authorities reported that a second supermarket boycott cut sales nearly in half compared to the previous week. Consumer groups in Montenegro and Bosnia and Herzegovina soon followed suit, organizing coordinated one- or two-day protests where people deliberately refrained from shopping at large chains, restaurants, banks, and even avoided paying utility bills as a show of defiance.
Social media has played a key role in mobilizing this regional movement. Hashtags such as #NoMoreHighPrices and #BoycottBigChains trend across Facebook, Twitter, and local platforms, linking consumers from Croatia to Bulgaria, Romania, and even Greece. In Bulgaria, a prominent Facebook group dubbed “Boycott of Supermarkets” has urged residents to avoid shopping on February 13. Similar grassroots campaigns have been reported in Serbia, where recent student protests and ongoing dissatisfaction with rising prices have fused into a powerful anti-retail movement. The growing unity among citizens across borders is remarkable, signaling that this is not a transient reaction but a sustained demand for accountability from both retailers and governments.
The Political Stakes: Does Economic Hardship Threaten Democracy?
The political ramifications of these boycotts extend well beyond short-term consumer protests. Historically, sustained economic hardship and inequality have been fertile ground for political instability. As everyday citizens find their standard of living eroded by relentless price increases, their trust in democratic institutions can wane. When government measures—such as selective price freezes or short-term subsidies—fail to restore affordability, voters increasingly turn to populist leaders and fringe political movements promising radical change.
Political scientists warn that if economic grievances remain unaddressed, they can translate into a broader crisis of legitimacy for democratic governments. In several Balkan countries, politicians from across the spectrum have begun to weigh in on the issue. In Croatia, major political parties like the Social Democratic Party, Možemo, and even elements of the ruling coalition have expressed support for the boycotts, not only as a protest against market forces but also as a call for more robust government intervention to protect consumers. Meanwhile, in Serbia, opposition groups have linked the price hikes to long-standing issues of corruption and mismanagement, arguing that failing to tackle these problems could ultimately weaken democratic norms and institutions.
Some experts even contend that persistent inflation and the consequent social unrest could pave the way for more authoritarian measures. If citizens lose faith in the ability of democratically elected governments to manage the economy, they might accept—or even demand—a return to more state-controlled economic models. Such a shift would echo the past experiences of many former communist states, where the state once regulated prices so strictly that bread and other staples were sold almost as a matter of right rather than a commodity to be bought and sold. For example regulated Prices in Ex‑Yugoslavia. To understand the current situation, it is instructive to look back at a time when food prices were not left entirely to the whims of the market. In the former Yugoslavia, particularly under communist rule, bread prices were heavily regulated by the state through a system often colloquially referred to as “bread currency.” Under this system, the state set fixed prices for staple goods like bread, ensuring that even during economic downturns or shortages, basic commodities remained affordable to all citizens. While this system had its flaws—including inefficiencies, shortages, and the creation of black markets—it also provided a degree of social stability by insulating the populace from the worst excesses of inflation.
The contrast with today’s situation could not be starker. Where once the state guaranteed a measure of economic security through price controls, modern European economies have largely embraced free-market principles. The result is a market that, in the absence of adequate wage growth or robust social safety nets, often fails to protect the most vulnerable. Historical records, such as those detailing the hyperinflation in the Federal Republic of Yugoslavia in the early 1990s, reveal the pitfalls of unbridled market forces when left unchecked—but they also remind us of the costs of excessive state intervention. In the current climate, citizens are calling for a balanced approach: one that combines the dynamism of a free market with safeguards that ensure basic goods remain accessible.
While the boycotts have been most visible in Southeast Europe, rising food prices are a pan-European issue. Across the continent, consumers are grappling with similar challenges. In Western Europe, reports of increased prices at supermarkets and a growing disparity between wages and living costs have begun to trigger localized protests. In some countries, citizens are beginning to experiment with alternative models—such as community-supported agriculture, co-operative grocery stores, and even digital platforms that bypass traditional retailers—to secure a fairer deal for everyday goods.
However, the collective action seen in the Balkans is particularly notable. It reflects a shared historical memory of economic hardship and a deep-seated demand for government accountability. The regional boycotts underscore the interconnectedness of European economies in an era of globalization. When one country suffers from runaway inflation or exorbitant prices, the effects ripple outward, affecting trade balances, migration patterns, and even political alliances.
The European Union, for its part, faces a dual challenge. On one hand, it must address the structural causes of inflation—such as supply chain disruptions, energy price shocks, and the long-term impacts of climate change on agriculture. On the other hand, it must contend with the political fallout from citizens who feel that the benefits of the single market are increasingly skewed in favor of multinational corporations and large retailers. The result is a delicate balancing act, one that tests the resilience of European democracy at a time when public trust in institutions is already under strain.
Implications for the Future of Democracy
The current wave of consumer boycotts raises critical questions about the future of democracy in Europe. When large segments of the population feel marginalized by economic policies that seem to favor corporate profits over individual welfare, democratic institutions can quickly lose their legitimacy. In an era when social media amplifies every grievance and economic inequality is ever more visible, governments are compelled to either adapt or risk being overwhelmed by populist backlash.
There is a growing fear that if the situation does not improve, voters may increasingly support political forces that promise drastic changes—sometimes at the expense of democratic freedoms. History has taught us that economic crises can create openings for authoritarian leaders who claim they can restore order and prosperity. The European experience over the past few decades, however, has been one of gradual reform and integration. Yet the persistent rise in food prices and the resulting protests serve as a stark reminder that democracy is not self-sustaining. It requires constant vigilance, effective governance, and policies that address the needs of the many, not just the few.
Many political analysts now warn that the current crisis is testing the social contract in Europe. Citizens expect governments to ensure that the fruits of economic growth are distributed equitably, and when those expectations are not met, the backlash can be swift and severe. The boycotts of 2025, while focused primarily on food prices, are symptomatic of a much larger issue: the erosion of trust in institutions that once guaranteed stability and prosperity.
A Call for Comprehensive Reform
In response to the crisis, some governments have begun to take bold steps. In Croatia, for instance, the government announced a price freeze on 70 essential consumer products shortly after the initial boycott. Large retail chains, including Kaufland and Konzum, have pledged to cap prices on a range of goods in an attempt to quell public anger. However, these measures, while popular in the short term, do little to address the underlying causes of inflation or the structural imbalances in the economy.
For a lasting solution, many experts argue that comprehensive economic reform is needed. This would involve not only revising monetary and fiscal policies to curb inflation but also investing in domestic agriculture and reducing the reliance on imports. By strengthening local production and ensuring fair wages, governments could help restore the balance between supply and demand and, ultimately, rebuild trust in democratic institutions.
The story of rising food prices and the ensuing retail boycotts in Europe is more than just a tale of economic hardship—it is a reflection of the deep social and political currents that shape modern democracy. Citizens across Southeast Europe are taking to the streets, their actions driven by a shared determination to reclaim control over their lives. They are not merely protesting against high prices; they are challenging an economic system that seems to have forgotten its human face.
As history has shown—from the regulated prices of bread in communist ex‑Yugoslavia to the unchecked inflation of today—the balance between state control and market freedom is delicate. The current protests serve as a stark reminder that when citizens are left behind, democracy itself is at risk. The hope is that, through sustained political will and comprehensive reforms, Europe can navigate these turbulent times and emerge with a system that is both economically dynamic and socially just.
In the coming years, the actions of consumers in 2025 may well prove to be a turning point—a catalyst for a new era of economic policies that prioritize the well‑being of the people over the profits of a few. For now, as boycotts continue to ripple across borders, one thing remains clear: the voice of the people, when united, can shake the foundations of even the most entrenched systems.
