In 2007, the total value of food retailing in Australia grew more than 7 percent to $71.4 billion. In the Australian market, more than 70 percent of food expenditures occur within the supermarket and grocery sector, where consumers are increasingly demanding healthy and convenient food items. Seasonal advantages, low tariffs ranging from 0-5%, consumer willingness to experiment with new foods and the absence of a language barrier are all advantages for U.S. suppliers trying to enter the Australian market.