On January 31, 2025, consumer advocacy group Efektiva in Serbia called for a boycott of five major grocery chains, including Deleze (Maxi and Shop&go), Merkator S (Idea and Roda), Univereksport, DIS, and Lidl, in response to soaring food prices. This action follows a similar one in Croatia, where a one-day shopping halt last week resulted in nearly a 50% drop in sales.
Efektiva's analysis indicated that product prices in Serbia are among the highest in Europe, with some domestic goods cheaper in neighboring countries. The group argues that a direct halt in purchases is the only remaining option to address these pricing issues.
The Serbian Competition Commission initiated an investigation in October 2024 into potential price-fixing among the aforementioned chains, which could lead to significant penalties and possible store closures. However, the investigation has stalled, and prices have continued to rise unabated.
Gavrilović from Efektiva emphasized that today’s boycott serves as a demonstration of consumer solidarity aimed at compelling retailers to lower prices. He suggested that if today’s boycott proves effective, future actions could target specific retailers for longer periods.
Despite the call for action, economist Jelena Žarković expressed skepticism regarding the boycott's long-term efficacy, suggesting that it may yield only temporary results without addressing broader market conditions. She noted that consumers lack viable alternatives, as larger chains dominate the market.
The boycott is also being observed in neighboring Montenegro, Bosnia and Herzegovina, and North Macedonia, while in Croatia, a seven-day boycott of three major chains is set to continue until February 5.