That is why regional food price gaps matter so much.
Recent reporting from Croatia shows that the cost of a basic food and hygiene basket continues to vary significantly across the country, with the standard monthly basket for a family of four estimated at €725.53 in June.
This is more than a pricing story.
It is a reminder that consumers experience the economy locally.
Not through national inflation figures.
Not through market averages.
Not through category headlines.
They experience it through the shop they visit, the prices they see, the products they can afford and the choices available in their region.
For retailers, that creates a real challenge.
A national value strategy may look strong on paper, but if shoppers feel pressure differently from one region to another, the response cannot be one-size-fits-all.
Local affordability matters.
Local assortment matters.
Local price perception matters.
Local trust matters.
When regional gaps widen, shoppers become more sensitive to fairness.
They ask why the same basket costs more in one place than another.
They compare alternatives more actively.
They reassess loyalty.
They become more alert to price changes, promotions and retailer behaviour.
The brands and retailers that understand this will not treat value as a slogan.
They will treat it as a lived customer experience.
Because in grocery retail, trust is built where the pressure is felt. And that is always local.