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The main purpose of this study is to properly identify the relevant product markets in the Greek milk sector. For this reason, we rely on several quantitative techniques to draw robust findings regarding relevant product market delineation. The empirical analysis reveals that there is a single relevant product market for milk in the Greek territory. This means that the market participants can easily create their own distribution network (non-blocking industry). The findings of this study support that the market segments in the Greek milk sector are highly fragmented and there are several competitors in the industry. Moreover, competition intensity in the Greek milk sector between brands guarantees that effective competition cannot be hindered by possible anti-competitive behaviour of the market participants.

Methods of relevant product market delineation in antitrust cases: a critical survey