Retail consumers across Southeast and Eastern Europe have launched a wave of boycotts since late January 2025, protesting against surging retail prices.

What began in Croatia has now spread to neighbouring countries, with demonstrators accusing major retailers of unfair pricing and coordinated price increases.

In Croatia, the initial protests began with calls to avoid certain supermarkets suspected of inflating prices beyond inflation rates. Citizens used social media to organise and share information about which chains to avoid and what alternatives to consider.

The movement rapidly gained support, particularly in urban centres where the cost of living has sharply increased over the past year.

Neighbouring countries including Serbia, Slovenia, Bosnia and Herzegovina, and North Macedonia have since seen similar actions. While the scale and format of the protests vary, a common message links them: frustration over the rising cost of everyday essentials and a belief that retailers are driving prices up without justification.

Many protestors claim that large supermarket chains are engaged in price-fixing—artificially keeping prices high despite changes in wholesale costs.

Although no formal investigations have been launched in most countries, some consumer advocacy groups have begun collecting data to determine whether pricing practices violate competition laws.

In Croatia, the movement intensified after several major brands increased the prices of staple items such as bread, milk and cooking oil, despite stabilising costs in the global supply chain.

This has raised questions over transparency in pricing and whether market dominance is being used to the disadvantage of consumers.

The protests have triggered widespread discussion about pricing regulation and the responsibility of retailers during economic instability.

Some governments in the region have acknowledged the concerns and indicated that they are monitoring the situation. Consumer protection agencies are being urged to conduct audits and review pricing policies, while calls for more oversight have grown louder.

Retailers have mostly refrained from responding in detail, though some industry representatives argue that operating costs and supply chain pressures remain high.

Still, protestors say these explanations do not justify the extent of recent price hikes, particularly on essential goods.

As economic pressures continue in the region, the retail boycott movement shows no signs of slowing.