> To be sure, North America dominates with 85% of Costco’s 910 warehouses all stocking hysterically-oversized tubs of mayo and peanut butter.

Big families are more common in the US. While average fertility isn't that much higher in the US compared to europe, the US has a lot of subcultures where it's much higher. Maybe that's part of Costco's success. These tubs aren't oversized if you have four kids.

Its more of a different shopping culture, in Europe with our tiny apartments you typically shop for a week, in US, where people live predominantly(?) in houses, for a month.