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Tetrapak Case A1. What are the important features of the Italian milk market?The segmentation of the Italian milk market in 1999 was in a process of change. Themarket shares for the semi-skimmed milk and the newcomer enriched milk weregrowing in contrast to the full fat milk.The biggest growth in the last 5 years can be seen by the market share of semi-skimmedmilk, more than 30% growth. The sales for skimmed milk are also growing but not somuch, only 5% for plain milk. For the newcomer product enriched milk the 100% growthcan be notice.It is the clear signal that the enriched milk has been accepted in the market and it is justa question of time only, when this product plays a significant role on the milk market.The clear biggest market share can be reached by full fat milk, about 60%. However themarket share for full fat milk declines from year to year. Over the last 5 years the sales offull fat milk decreased by 9%.