Well in Japan and Korea, ( Possibly in Taiwan and China as well ) there is a trend to use and consume higher fat content milk as it is marketed as higher quality and more expensive. With Milk from 3.6% going up to 3.9%.

> to gravitate towards reduced-fat milk because it leads to more milk consumption/revenue.

I dont believe that is the case in consumption volume increase, but the Fat they reduced could be used in other products which increase their revenue.