Carlos Abrams-Rivera
U.S. Zone President at Kraft Heinz
I think is that, I'm guessing that you're referring mostly to our U.S. business, so let me just take that up first. I think so far, and Paulo spoke to this a little bit earlier, our expectation for elasticity have proven to be conservative. So as we go forward, we're expecting some of those more, I would say, normal levels of elasticity to impact in 2022. And just to be clear, our outlook contemplate both those elevated levels of elasticity and the continued investments on our brand value proposition.
Now when you look at overall kind of how the way we look the business is that demand really has remained pretty much intact. So the inflation, which is, as you know, being broad-based and not specific to any one category is really kind of impacting everybody similarly. Now if you look at it deeper, personal spending on food has been more stable than disposable income or even discretionary spending over time. And if you go even further, when you look at Kraft Heinz specifically, the reality is that we have, as I said earlier, quality products in which -- in categories in which we can compete at a price that is affordable to consumers.
I mean just to give you a sense, I mean, when you think about Kraft Mac & Cheese, Blue Box is about $0.50 per serving. If you think about Oscar Mayer hot dogs, it's about $0.25 a piece. If you think about Heinz Ketchup, it's about $0.10 an ounce. So those are things that we continue to feel strong about because we have a way in which to create great quality products and a way that consumers can afford. But we're also taking more actions than that. We also are using our design to value to make sure that we're thinking around how do we boost quality in our products while reducing cost, essentially making sure that we give consumers exactly what they're looking for and not the things they don't need.
And lastly, we're also making sure that we're investing in better creative and communication so that we have, in fact, stronger relevance of our brands that actually are helping us make sure that we continue to drive better renovations, innovations in a way that matters to what consumers are looking for today. Thank you.