Across continents, shoppers are feeling the squeeze at the supermarket. From the bustling aisles of Las Vegas to the grocery stores of Germany, Romania, and Spain, the cost of putting food on the table remains a central concern in 2026. Despite reassurances from central banks and policymakers, consumers on both sides of the Atlantic are bracing for further price hikes, adjusting their habits, and seeking creative ways to stretch every dollar—or euro—just a bit further.
According to a recent survey published by ING on February 10, 2026, and reported by multiple European outlets, most Europeans still expect grocery prices to rise this year. This expectation persists even as the European Central Bank (ECB) projects that food cost increases will cool, with food inflation in the eurozone forecast to ease and stabilize slightly above 2% by late 2026. Yet, the gap between official projections and what consumers feel in their wallets is striking.
Eurostat figures show that food and non-alcoholic beverage prices in the EU climbed by 3.3% in 2025, outpacing the overall inflation rate of 2.5%. The ING Consumer Research survey, which polled roughly 1,000 people in each of six European countries—Germany, Spain, the Netherlands, Belgium, Poland, and Romania—found that 58% of respondents agreed with the statement: “I expect the price level of groceries in my country to increase more rapidly over the next 12 months.” Only 14% disagreed. The sentiment is strongest in Romania, where 73% foresee faster grocery price increases, followed by Belgium at 66% and the Netherlands at 64%. In Germany, 57% expect prices to accelerate, while in Poland, the figure is close to half at 49%.
Spain stands out as an exception. There, just 39% of respondents expect grocery prices to rise more rapidly—a figure notably lower than its neighbors. Why the optimism? As the ING report notes, Spain’s economy grew by 2.8% in 2025, well above the eurozone average of 1.5%. Lower energy prices and easing inflation have buoyed consumer confidence and spending. Job creation is robust, with job postings 54% above pre-pandemic levels as of late 2025, according to data from Indeed. The OECD projects Spain will continue to lead Europe’s five largest economies in real GDP growth, forecasting 2.2% for 2026. This economic resilience is reflected in Spanish consumers’ outlook: more than half (52%) believe their purchasing power will improve in 2026, while only 18% are pessimistic.
Contrast this with Germany and Belgium, where pessimism reigns. In Germany, 53% of those surveyed disagreed with the statement that their purchasing power would rise in 2026, closely followed by Belgium at 50%. Across all six countries, 39% voiced skepticism about improved purchasing power, compared to just 29% who were hopeful. ING economist Thijs Geijer summed up the mood: “Even with real wages largely recovered, consumers remain downbeat about their purchasing power heading into 2026.” Geijer also pointed out that “many consumers are mentally prepared or preparing for even higher inflation,” suggesting that it will take a sustained period of price stability for expectations to shift.
Why do these perceptions matter? For many European households, food and non-alcoholic beverages make up a significant portion of monthly spending. The relationship between food inflation and its share of household budgets is clear: as prices rise, so does the strain, especially in countries like Romania, where food inflation hit 6.8% in 2025 and households dedicated 23.1% of their budgets to food and beverages. This pattern is echoed across several Eastern European and Balkan nations, amplifying the impact of each price increase.
While Europeans worry about what’s next, Americans are already feeling the pinch. In Las Vegas, shoppers told KTNV Channel 13 that high grocery prices are forcing tough choices. Steven Cantley’s family, for instance, has had to cut back on discretionary spending like nights out. “Anything like that’s very seldom,” Cantley admitted, illustrating how rising grocery bills are crowding out other pleasures. Jeff Friermor reported that his wife is spending more on groceries than a year ago, while Peter Matina, a frequent shopper, observed, “I see that meat is high for people, and the daily things that they need, bread and things like that, are high.”
As prices rise, shoppers aren’t just buying less—they’re shopping smarter. Kristin McGrath, senior editor at The Krazy Coupon Lady, described a seismic shift in couponing culture. “People are really turning to couponing to save on the stuff that they need, and not just the stuff that they want,” she told KTNV. What was once a hobby—sometimes even an “Olympic sport”—has become a necessity. “Couponing as like an extreme stockpiling hobby… [has shifted] to becoming a necessity — a survival tactic for people who are dealing with higher prices,” McGrath explained. The message is clear: in 2026, every little bit helps.
But saving money isn’t just about clipping coupons. American consumers are also changing what they buy. According to NPR’s reporting on February 10, 2026, budget-friendly boxed meals like Hamburger Helper have become increasingly popular as food costs climb. A photo taken in San Anselmo, California, in September 2025 shows shelves stocked with Hamburger Helper, a symbol of how shoppers are adapting. The NPR piece points out that the trend isn’t simply about buying the cheapest option—it’s about finding value and versatility in meals that can stretch a dollar further. “Shoppers are more nuanced than that,” the article notes, highlighting how consumers are making thoughtful choices to stay within budget without sacrificing too much on taste or nutrition.
This shift isn’t happening in a vacuum. The broader economic context—rising inflation, shifting consumer sentiment, and uneven wage growth—frames every trip to the grocery store. While central banks and economists debate when (or if) inflation will return to target levels, families are living the reality day by day. The ING survey’s findings, echoed in American anecdotes, underscore a universal truth: when the cost of essentials rises, everyone feels it, but the strategies for coping can vary widely depending on local conditions and personal circumstances.
Looking ahead, the ECB projects that food inflation in the eurozone will stabilize above 2% by late 2026, but consumer expectations remain stubbornly high. In the United States, shoppers are bracing for continued price pressures, with many turning to couponing and budget meals as lifelines. Whether in Europe or America, the story is the same: resilience, adaptation, and a determination to make ends meet amid uncertainty.
For now, the weekly grocery run is more than a chore—it’s a barometer of economic anxiety, ingenuity, and hope for relief on the horizon.