In order to keep up with the rising cost of living, Boroondara residents in Melbourne’s east are changing their shopping habits, replacing old favourites, and cutting back on their grocery expenditure as prices continue to rise at both supermarkets and food stalls.  

“It is stressful thinking about what to eat these days ,” says Kate Ton, a Balwyn retail assistant, scrolling through her grocery list. “Food has now become the most expensive thing I must spend (money on), the pricing is getting out of hand. I have to be considerate of what I buy.” 

Behind the price hikes is a broader economic story. The Melbourne Market Authority, which operates the city’s largest wholesale produce hub, recently announced a rent increase for its traders. Industry insiders warn the decision will squeeze wholesalers, potentially pushing some out of the market altogether. With fewer suppliers and higher operating costs, the burden is expected to ultimately fall on shoppers. 

Jason Cooper, CEO of Fresh State, told the Herald Sun the move was a “grab for cash”, and voiced concerns over its long-term impact on affordability and food access across Victoria. 

In Boroondara, where a mix of independent grocers, chain supermarkets and weekend markets serve the community, the effects are starting to show. Over the past two years, Australians have seen the cost of staple items — from bread to milk — rise by more than 20%. For many families, the food store is turning into just another source of financial strain on top of rent, gas, and electricity costs. 

By encouraging customers to purchase seasonal goods and giving weekly promotions, local markets and grocers are making every effort to lessen the impact. But the message is firm to citizens like Kate: “We can’t shop the way we used to. Now, every dollar counts.”