The U.S.-Jordan bilateral food and agricultural products trade in calendar year CY 2017 (JanuaryOctober) at $273.6 million is up $43.6 million or 19 percent compared to 2016. Food and agricultural trade between the two countries has grown with a compound annual growth rate of 3.6 percent [2012- 16]. Although Jordan has traditionally been price sensitive, Jordanian consumer behavior is changing. Supermarket chains are the main channel for marketing imported food products. These target mainly middle- and upper-income consumers. Younger Jordanians are reportedly engaging in increased aspirational and lifestyle purchases thanks to increased exposure to global trends and brands.