To consumer goods businesses, middle class households are highly important because they drive consumer spending, especially spending on discretionary items (that is, all items except food, non-alcoholic drinks and housing). Although the middle class in emerging markets is celebrated for its rapid expansion, their purchasing power remains low. In 2013, a middle class household spent on average US$6,095 in China and US$3,611 in India, compared to US$83,959 in Australia and US$72,994 in the USA.

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