Consumer Insight Report

While some areas of optimism remain, the general trend reflects a region facing various challenges that impact both citizens’ financial security and their overall quality of life.

Compared to Q3 2024, all countries experienced declines in key indicators—normality, financial status, and consumption levels. However, positive trends emerge when comparing Q4 2024 to the same period last year.

Slovenia, Croatia, Bosnia and Herzegovina, and Serbia all reported improvements in living standards and financial conditions year-over-year. Despite this, inflation remains a top concern, with a majority expressing worries about rising prices and economic instability.

Consumer behavior remains cautious, with many opting for promotions, shopping at cheaper stores, and cutting back on non-essential expenses. Across the region, subscription cancellations and efforts to secure better service prices are increasingly common.

While citizens report some improvements in their financial situations compared to the previous year, most still feel that their quality of life has declined since pre-2020 levels.