Croatian citizens are showing an increasingly pronounced skill in managing personal finances, and optimistic predictions for the future are not uncommon. According to the results of the latest MasterIndex survey, conducted for the Mastercard company by the Improve agency during April of the current year, as many as 36% of respondents view their financial situation in the next year with optimism. Furthermore, almost a third, specifically 32%, believe that their financial situation is currently more favorable than it was twelve months ago. This data is also reflected in the growth of average monthly disposable funds, which reached the amount of 1,154 euros, thus recording an increase of 119 euros compared to the previous year. This research, conducted on a representative sample of banking service users in Croatia, provides valuable insight into the financial health of the nation and its consumer habits.

Despite the general impression of improvement, a significant part of the population still feels the consequences of market disruptions. As many as 80% of survey participants confirmed that their monthly household costs have increased, primarily as a result of the energy crisis and inflationary pressures that marked the past period. A more detailed analysis shows that 31% of respondents rate this increase in costs as significant, while 48% state that costs are somewhat higher. In contrast, about 16% of citizens spend as much as before, and only 5% report a decrease in expenditures. This data clearly indicates the uneven impact of economic trends on different segments of the population in Croatia.

Spending Structure and Savings Strategies

When analyzing the specific allocation of monthly funds, Croatians, according to their own estimates, have an average of 1,154 euros at their disposal, which includes all regular and occasional personal income. Interestingly, people in the 40 to 55 age group have the largest personal budget, while the youngest population, those between 18 and 29 years old, have the least funds at their disposal, with an average of 845 euros. Within this younger group, it is concerning that almost a fifth (19%) state that they have no disposable funds of their own and rely entirely on financial support from family or partners. This generational income gap indicates the challenges young people face when entering the labor market and achieving independence.

The largest part of the household budget traditionally goes to meeting basic living needs. Food products and beverages still hold the leading position with an average share of 22% in total monthly expenses. This is followed by expenses for clothing and footwear, which account for 15% of costs, then loan repayments with a share of 11%, and savings and various forms of investment which account for 10% of monthly income. Although expenses for food and beverages are still dominant, a noticeable decrease in spending in this category is evident compared to the previous year. Citizens are increasingly resorting to buying products on sale and are more carefully monitoring their shopping habits and consumption, which signals a growing awareness of the need for rational resource management. Promotions have become a key factor, and research shows that in Croatia, the share of promotional sales has significantly increased, reaching almost a third of total sales in some sectors.

Most citizens are actively taking steps to reduce costs and maintain the stability of their household finances. The most common forms of savings are shopping at sales and seasonal discounts, practiced by 56% of respondents. Reducing ordering food from restaurants and deliveries is also a popular measure, applied by 48% of citizens, while 47% regularly compare prices in different retail chains before purchasing. In addition, citizens are increasingly turning to private label brands, which are more affordable, using electricity during off-peak periods, and even selling personal items they no longer need to generate additional income. It has been observed that women are statistically more active in applying these savings strategies, while men show greater interest in exploring alternative energy sources as a way to reduce costs.

Entrepreneurial Challenges and Youth Optimism

Economic challenges leave their mark on all segments of society, and self-employed individuals and small entrepreneurs are particularly affected. It is worrying that 26% of self-employed individuals express fear of a possible closure of their business, while 9% of them, unfortunately, have already been forced to take that step. In light of this data, initiatives like Mastercard's Uplift project, which for the fourth consecutive year has been providing support to small and medium-sized entrepreneurs through educational programs, mentoring services, and the implementation of digital solutions, become crucial. "Such projects are key to strengthening the resilience of our entrepreneurs and, ultimately, to encouraging their growth and development," emphasized Gea Kariž, director of Mastercard in Croatia. The Uplift program focuses on providing concrete knowledge and skills, helping entrepreneurs to improve their business and achieve better results, thereby contributing to the stability of the entire economic system.

Despite the challenges, a certain dose of optimism is still present. This year, there was a slight increase in the share of those who rate their current financial situation as worse compared to the previous year, reaching 27%, which represents an increase of four percentage points compared to data from 2024. Consequently, the number of those who predict a worsening of their financial situation in the future has also slightly increased, but this percentage is still relatively low at 18%. When it comes to expectations of an improvement in the financial situation in the next twelve months, the greatest optimism is expressed by young people (42%) and individuals with higher personal incomes. This group shows greater faith in positive changes and their own ability to adapt to economic conditions.

The research also revealed a strong correlation between the current perception of financial status and future expectations. Namely, respondents who currently feel an improvement in their financial situation, in as many as 63% of cases believe that it will be even better for them in the future. On the other hand, those who currently perceive a worsening, in 48% of cases expect negative trends to continue. This connection indicates how much current experience shapes future expectations and financial planning.

Generational Differences in Spending and Main Sources of Concern

An analysis of consumer habits by age group reveals interesting differences. Older respondents, especially those in the 40 to 55 age group, allocate significantly larger amounts for savings, various forms of investment, and for the repayment of existing credit obligations compared to younger generations. Young people up to 29 years old, on the other hand, direct a significantly larger share of their personal income to purchasing clothing and footwear and to education and professional development costs. At the same time, the younger population allocates a smaller percentage of their funds to food and beverages and to loan repayments. Respondents in the 30 to 39 age group show average spending in all categories, but a decrease in total costs has been recorded in this group, which can be interpreted as a sign of adaptation to changing market conditions and growing financial responsibility.

Inflation and the continuous rise in prices continue to be the main source of concern for the largest part of Croatian citizens, specifically for 61% of respondents. After that, crime and corruption are on the list of major concerns, perceived as a problem by 35% of the population. Interestingly, concern about the immigrant wave and the arrival of foreign workers this year recorded an increase in perceived importance by five percentage points. The younger population, people aged 18 to 29, are disproportionately concerned about the potential inability to cover their own living costs (24%) and fear of an increase in the unemployment rate (13%). On the other hand, citizens over 50 are most concerned about issues of crime, a possible decline in living standards, and a reduction in the quality of available healthcare. This data reflects the different priorities and fears that dominate certain age groups in Croatia.

Additionally, more than a third of employed citizens (35%) express fear that they might lose their job, which represents an increase of four percentage points compared to data from the previous year. This fear of job loss is most pronounced among young people, where it reaches 42%, then among citizens with medium incomes (45%), and is regionally particularly prominent among residents of Slavonia (47%). This indicates a sense of insecurity in the labor market that affects a significant part of the working-age population, especially in certain demographic and geographical segments of Croatia. Data also show that Croatians are increasingly shopping online, with more than 70% of citizens using the internet for shopping, and the number of parcel lockers has significantly increased, indicating a shift in consumer habits towards digital channels.