For years, the assumption has been that Italy—especially the north—is an expensive place to live and shop. But a recent article by Igor Radić on Istarski tells a different story. Radić documents his experience shopping for groceries in Trieste, a city in northeastern Italy, and discovers that grocery prices in Italy are often cheaper than those in Croatia, a sharp contrast to the past when Italians would cross the border for budget-friendly shopping in Croatia.
Context & Key References:
- The Boycott:
Recently, there was a movement urging Croatians to boycott local supermarkets due to rising prices. The author, somewhat sceptical of the protest, uses it as an excuse to finally go shopping in Italy—something many people already do. - Why Trieste?
- Trieste, an Italian city near the Slovenian border, has long been a popular destination for Croatians to shop, particularly those living in Istria or Zagreb.
- Many products—especially imported goods like pasta, coffee, olive oil, and sweets—are cheaper in Italy despite Croatia being an EU member.
- Croatian supermarket chains (like Konzum and Plodine) are often accused of price-gouging.
From Cheap Croatia to Expensive Croatia
Until a few years ago, it was common for Italians, especially those in the Friuli-Venezia Giulia region, to drive over to Croatia for cheaper groceries, fuel, and other essentials. But as Croatian prices climbed—well before the country joined the Eurozone in 2023—this trend reversed. Now, it’s Croatians who are crossing into Italy for better deals.
Radić describes how he finally decided to make the trip after hearing about a brief boycott of Croatian supermarkets due to high prices. In Trieste, he and his wife were struck by the lower prices and the well-stocked shelves.
“We’re Not Stupid”: Grocery Prices in Italy Attract Croatians
At the supermarket, Radić met Ružica, a sharp-witted retiree who has mastered the art of shopping smart. “They force us to check prices online all the time—I always do it,” she told him while comparing Italian and Croatian prices on her phone. Among the most notable differences:
- Bonduelle peas (3 cans): €2.65 in Trieste vs. €3.69 in Konzum (Croatia)
- Barilla pasta (500g): €1.09 in Trieste vs. €2.09 in Konzum
- Nutella (750g): €6.49 in Trieste vs. €7.39 in Konzum
- Farchioni olive oil (1L equivalent): Less than €5 in Trieste vs. €14 in Konzum
Radić notes that this kind of price discrepancy forces Croatian shoppers to “exercise their grey cells,” as Ružica put it, and be more strategic about where they buy essentials. She also believes that Croatian supermarket chains are artificially inflating prices due to lack of competition. Perhaps the most incredible thing is that Croatia is both very near Italy and has a significant food production of its own, making the price discrepancy difficult to justify.
EU Free Movement & The Future of Cross-Border Shopping
One of the key benefits of being in the EU is the free movement of goods, which means that consumers can—and will—seek out the best deals regardless of national borders. As digital price comparisons become easier and transport infrastructure improves, cross-border shopping will only become more common.
For border regions like Istria, this dynamic is already shifting where people shop and how local markets respond. It also challenges the stereotype that Italy is always the pricier option. In reality, Northern Italy—often thought of as expensive—can actually offer better value than parts of Croatia.
Unfortunately for Croatians, their economy has significantly lagged behind their northern neighbours in Slovenia. As Croatia also grapples with a demographic crisis and brain drain, sentiment around the country’s prospects is dour.
A Sign of Things to Come?
This trend also raises broader economic questions. If supermarket prices continue to rise in Croatia while remaining stable in Italy, will more Croatians turn to Italian retailers for groceries? And will Croatian supermarkets be forced to adjust? While these questions remain open, one thing is clear: for savvy shoppers near the border, Italy is proving to be the cheaper bet.
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