I’ve described cost-related trends in the Big Seven in the U.S. market only. What about global markets? It is remarkable how important spending in the Big Seven is across markets. It represents 91 percent of spending in Mexico, 87 percent in Germany, and 86 percent in Japan. Wherever you look, the Big Seven’s share of household budgets accounts for around 86 to 94 percent of every peso, euro, yen, or dollar spent (see last row of Table 10.1).
