Uzbekistan relies on imports of certain food products which are not locally produced in sufficient volumes, in order to meet the country’s growing demand. The leading imported food products are cereals, sugar, vegetable oil, meat, wheat flour, and tea. In 2013 Uzbekistan’s food imports were 9.7 percent (US$ 1.34 billion) of country’s total imports. U.S. products are regarded as high quality and popular among younger consumers. Several challenges limit the competitiveness of U.S. products, including distance and local currency convertibility.