Shop like a local in Croatia: markets, prices and etiquette (2026 guide)

You know that feeling when you visit a new place and it’s as if the word “tourist” is written across your forehead? Well, we’ve made sure that won’t happen to you in Croatia (at least not in the shops).

A trip to the market or the supermarket is the fastest way to feel like part of a place rather than just a visitor passing through.

Croatia has two parallel food cultures:

• Restaurants, hotels and patisseries
• Cooking at home, for yourself and your family

Today we’re talking about buying food to prepare and enjoy at home. This food culture was built by markets, small family producers and little specialised shops. Once you learn the basic etiquette, you’ll fit right in and shop like someone who actually lives here! Planning ahead? You can already browse our villas and holiday homes across Croatia.

Shopping cheat sheet

• In Croatia you pay in euros; cards are widely accepted, but bring cash for markets, bakeries and smaller shops in town.
• Most shops keep standard European hours and close on Sundays, with roughly 16 “working” Sundays a year and summer exceptions on the coast.
• Markets (called plac, pijaca, pazar or placa depending on the region) open every day, usually from 6-7 a.m. to 2-3 p.m. The widest choice is in the morning; the best prices are just before closing.
• Displayed prices already include VAT; haggling is normal at markets but not in shops.
• For truffles, prosciutto, olive oil and wine, buying directly from the producer is almost always better value – and fresher – than the shop.

1. Cash or credit?

Let’s start with the good news: since 2023 the official currency has been the euro, and credit and debit cards are accepted almost everywhere. These days it’s normal for even market stalls to offer card payment.

Still, it’s worth carrying some cash for bakeries, taverns (konoba) and vendors who prefer it, especially outside the main tourist hubs.

Shops generally keep Central European opening hours and are closed on Sundays. Croatian retailers can choose around 16 Sundays a year to stay open, and at the height of the season many coastal shops open on Sundays too. Markets are another exception – they’re open every day, including Sundays.

Displayed prices always include VAT, so what you see is what you pay at the till.

Haggling is common practice at the markets. Keep it good-natured and it can become a story you’ll retell back home (and brag about!). Worth noting: in shops and supermarkets, haggling is not the done thing.

Staff in tourist areas mostly speak English, German or Italian, so language is rarely a barrier.

Card payments are accepted in most shops.

2. Visit the farmers’ market

A visit to the market is the best window into locals’ everyday life (okay, maybe the café terrace is actually number one… we’ll have to write about that too).

Depending on the region, the market goes by plac, pijaca, pazar or placa. Alongside fruit and vegetables you’ll find local cheeses, sausages, homemade olive oil, pasta, honey and fruit liqueurs.

Most coastal markets sit in the old-town core. In Pula or Split, the markets are worth visiting for their Art Nouveau architecture alone – even if you’re not in the mood for fruit, veg and haggling that day.

Markets usually run from early morning until 2-3 p.m., with shorter hours on Sundays and holidays.

Come early for the widest choice (makes sense). Come just before closing for lower prices. Either way, bring cash – and if you’re taking the ferry to an island, buy on the mainland, since island prices tend to be higher.

Panoramic view of a farmers’ market in Motovun

3. At the crack of dawn: the fish market

In Istria, Dalmatia and Kvarner, the fish market (ribarnica) is usually right next to the green market. Same mechanism: for the freshest catch come at dawn; for the best prices come near closing.

If you’re going for full local camouflage, skip the priciest fish – restaurants buy most of that anyway. Oily fish such as sardines and mackerel is cheaper, just as tasty, and has fed generations of seafarers.

How can you tell if the fish is fresh? Check that the gills are bright red, the eyes clear and the body firm. Ask the fishmongers for cooking tips – most can’t wait to share a trick or two.

Once you’ve visited the farmers’ market, make your way to the fish market.

4. Visit specialized shops with local products

Small, specialised shops almost always have a more interesting selection than the big chains. Everything is carefully chosen, so behind each product there’s both quality and a good story.

What can you find in little local-produce shops? Edible souvenirs! It’s impossible to list every local product, but here are a few: Istrian truffle spreads, Rab cake (rapska torta), Pag cheese (paški sir) and Kornati sage tea.

For authentic Croatian souvenirs, local shops are the place to go.

5. Skip the middleman: visit the producer

Buying directly at the farm or winery is the most direct way to support the people behind the product – and a chance to hear their story first-hand. Near Motovun, at farms such as OPG Vivoda, you can pick fruit yourself, buy it on the spot and treat yourself to homemade fruit liqueur.

Cheese lovers should visit a dairy and meet the goats, cows and sheep behind the product – Istria’s Kumparička Organic Farm is known worldwide for its goat cheese.

Prosciutto fans should head for Tinjan, the heartland of local pršut (with producers like OPG Pršuti Milohanić), and anyone after truffles should start in inland Istria around Buzet and Motovun. If you’d like to dig deeper, we’ve written about Istrian culinary tradition and truffle hunting on the blog – and family estates such as Karlić Tartufi welcome visitors for hunts and tastings.

You can buy authentic local products directly from the farm – goat cheese is produced throughout Croatia.

6. Ask a local

For buying local products, locals are the best guides. They know which local producers, family farms and local delicacies make up the soul of their place. They can point you to the market stall with the tastiest fruit, the finest olive oil and the neighbour who sells the best homemade liqueurs. If you’re lucky, they might even put you in touch with fishermen they know and arrange for you to buy fresh fish as soon as it’s caught.

Talking to locals can help you discover hidden gems that tourists often miss and connect with the authentic character of the place. If you’re staying in a villa this summer, don’t hesitate to ask your host or villa owner for advice. This will undoubtedly help you shop like a true local.

FAQs

What currency is used in Croatia, and can I pay by card?

Croatia uses the euro. Cards are accepted in most shops and at many markets, but for smaller vendors, bakeries and village markets it’s best to carry some cash.

Are shops in Croatia open on Sundays?

Is haggling common at Croatian markets?

Yes. Friendly haggling is common at green markets, especially near closing time, while prices in shops and supermarkets are fixed and displayed with VAT included.

Where can I buy truffles directly in Istria?

Inland Istria around Buzet and Motovun is the centre of truffle production; several family farms and specialised shops sell fresh truffles and truffle products directly. See our autumn truffle-hunting article for the best seasons and tips.

What’s the best souvenir from a Croatian market?

Local products from local producers. Always make sure whatever you buy carries a proper label/declaration.

Authentic experience enhanced with rustic villa

Vila Casa Nonna Lucia****, Istra

Shopping locally is a great way to experience the culture of your destination. To do this, follow these simple tips when vacationing in Istria, Dalmatia or Kvarner: visit a colourful market, wake up early for fresh fish, buy souvenirs from local shops and head for the family-owned farms, cheesemakers, wineries and prosciutto shops. However, asking locals for advice on what’s good and avoiding tourist traps is perhaps the most important tip of all.

After purchasing fresh local produce, you can return to your villa and prepare a meal based on the locals’ tips. Cooking in your villa’s fully equipped kitchen will be a real treat. Our collection of rustic villas offers just that and is perfect if you’re looking for accommodation that embodies local tradition. Soak up the atmosphere of your destination with stone walls, wooden beams and antiques combined with a swimming pool and all the modern conveniences.

Throughout your authentic holiday, don’t forget to embrace local shopping as a way to connect with people and traditions, and keep your curiosity alive. Happy shopping! 🙂

Where to next

This guide pairs well with a few more articles on our blog, if you’d like to explore Croatian cuisine further:

• Culinary Croatia: must-try dishes across the regions – what to actually cook or order alongside what you’ve bought.
• Autumn in Istria – truffle hunting – our own experience hunting truffles in inland Istria.
• Local insights: discover Novigrad – a locals’ guide to one of Istria’s best market towns.
• Local insights: discover Poreč – another local guide to a neighbouring Istrian town.
• Kvarner: Croatia’s best-kept secret is out – the region just named European Region of Gastronomy 2026.
• Villas by region: Istria, Dalmatia, Kvarner – find accommodation with a kitchen worth using.