Across both sides of the Atlantic, the rising cost of groceries is shaping the way families shop, cook, and plan for the future. On February 10, 2026, surveys and street interviews from Europe and the United States painted a picture of consumers squeezed by food inflation and adapting in creative—and sometimes desperate—ways to keep food on the table.
In Europe, the latest data from Eurostat revealed that prices for food and non-alcoholic beverages climbed by 3.3% in 2025, outpacing the overall inflation rate of 2.5%. According to the European Central Bank, food inflation is expected to cool as the effects of earlier global commodity spikes and adverse weather fade, but will likely stabilize just above 2% by late 2026. Still, that’s little comfort for many households who feel the pinch every time they visit the grocery store.
Consumer sentiment surveys conducted by ING across six European countries—Germany, Spain, the Netherlands, Belgium, Poland, and Romania—show 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, suggesting that most people remain braced for further increases. ING economist Thijs Geijer explained, “It’s a sign that many consumers are mentally prepared or preparing for even higher inflation.” He added that a longer period of easing inflation might be needed before expectations shift meaningfully.
The sense of unease is not evenly distributed. In Romania, a staggering 73% of those surveyed expect grocery prices to rise more rapidly in the coming year, while the figure stands at 66% in Belgium and 64% in the Netherlands. German consumers are somewhat less anxious, with 57% anticipating faster price hikes, and in Poland, the number is just under half at 49%. Spain, however, stands out as a bright spot: only 39% of Spanish respondents expect grocery prices to accelerate, making it the least worried among the six countries surveyed.
Why the difference in Spain? According to data cited by ING and the OECD, Spain’s economy grew by 2.8% in 2025—well above the eurozone average of 1.5%. Lower energy costs and a cooling of overall inflation have buoyed consumer confidence and spending. Job postings in Spain were 54% above pre-pandemic levels by late 2025, and the OECD projects Spain’s real GDP growth at 2.2% for 2026, compared to just 1.2% in both the euro area and the UK. This robust economic performance, coupled with real wage growth, appears to be giving Spanish consumers more reason for optimism than their European neighbors.
Yet, across the continent, worries about purchasing power persist. ING’s survey found that 39% of respondents disagreed with the statement, “I expect my purchasing power in 2026 to increase compared with this year,” while only 29% agreed. Germany leads the pessimism, with 53% of respondents expressing doubt about future purchasing power, followed by Belgium at 50%. The Netherlands (40%), Poland (36%), and Romania (34%) all report substantial skepticism as well. Once again, Spain bucks the trend: 52% expect their purchasing power to improve, while just 18% are pessimistic. Economist Thijs Geijer attributes this to strong real wage growth in Spain over recent years.
The impact of food inflation isn’t just about percentages on paper—it’s about how much of a household’s budget gets eaten up by groceries. There’s a clear connection between countries with high food inflation and those where food and non-alcoholic beverages make up a larger share of spending. In Romania, for example, food inflation hit 6.8% in 2025, and households devoted a hefty 23.1% of their budgets to these staples. This pattern is echoed across several Eastern European and Balkan nations, compounding the strain for families already spending a significant portion of their income on food.
Meanwhile, in the United States, the story echoes familiar notes, but with its own unique twists. Shoppers in the Las Vegas Valley told KTNV that high grocery prices are forcing tough choices. Families like Steven Cantley’s are cutting back on discretionary spending—nights out are now a rarity—as more money goes toward the basics. Jeff Friermor shared that his household’s grocery bills have grown compared to a year ago, while Peter Matina, who shops several times a week, 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 climb, the pressure to save has sparked a resurgence in couponing. Kristin McGrath, senior editor at The Krazy Coupon Lady, told Channel 13 that couponing has shifted “from couponing as like an extreme stockpiling hobby, almost an Olympic sport, to becoming a necessity—a survival tactic for people who are dealing with higher prices.” She emphasized, “People are really turning to couponing to save on the stuff that they need, and not just the stuff that they want.” This shift underscores how even small savings can make a meaningful difference for families trying to stretch their budgets further.
But it’s not only about pinching pennies—it’s about changing what’s on the dinner table. NPR reported that rising food prices are prompting American shoppers to rethink their grocery lists in more nuanced ways than simply buying the cheapest options. Boxed meals like Hamburger Helper are making a comeback, offering a way to feed families affordably without sacrificing convenience or variety. A photo from September 2025 shows shelves in San Anselmo, California, stocked with Hamburger Helper, a visual reminder of how economic pressures can revive old staples. NPR noted that Hamburger Helper is “poised to win 2026,” as more households look for budget-friendly, filling meals amid ongoing inflation.
These trends—rising prices, shifting habits, and new (or revived) strategies for saving—are not isolated. They are symptoms of a broader economic reality, one where uncertainty about the future shapes decisions in the present. Whether it’s the cautious optimism of Spanish consumers, the coupon-clipping ingenuity of American families, or the hard choices faced by those in Romania and beyond, the cost of food is a daily concern that cuts across borders and backgrounds.
As households navigate this new landscape, they’re adapting in ways big and small—switching brands, rethinking meals, and seeking out every available discount. For now, the hope is that inflation will continue to moderate, but until it does, shoppers on both continents will keep finding ways to make their money go further, one grocery trip at a time.