middleton's reported cigars shipment volume for 2012 decreased 0.7% ( 0.7 % ) due primarily to changes in trade inventories , partially offset by volume growth as a result of retail share gains . in the cigarette category , marlboro's 2012 retail share performance continued to benefit from the brand-building initiatives supporting marlboro's new architecture . marlboro's retail share for 2012 increased 0.6 share points versus 2011 to 42.6% ( 42.6 % ) . in january 2013 , pm usa expanded distribution of marlboro southern cut nationally . marlboro southern cut is part of the marlboro gold family . pm usa's 2012 retail share increased 0.8 share points versus 2011 , reflecting retail share gains by marlboro and by l&m in discount . these gains were partially offset by share losses on other portfolio brands . in the machine-made large cigars category , black & mild's retail share for 2012 increased 0.5 share points . the brand benefited from new untipped cigarillo varieties that were introduced in 2011 , black & mild seasonal offerings and the 2012 third-quarter introduction of black & mild jazz untipped cigarillos into select geographies . in december 2012 , middleton announced plans to launch nationally black & mild jazz cigars in both plastic tip and wood tip in the first quarter of 2013 . the following discussion compares smokeable products segment results for the year ended december 31 , 2011 with the year ended december 31 , 2010 . net revenues , which include excise taxes billed to customers , decreased $ 221 million ( 1.0% ( 1.0 % ) ) due to lower shipment volume ( $ 1051 million ) , partially offset by higher net pricing ( $ 830 million ) , which includes higher promotional investments . operating companies income increased $ 119 million ( 2.1% ( 2.1 % ) ) , due primarily to higher net pricing ( $ 831 million ) , which includes higher promotional investments , marketing , administration , and research savings reflecting cost reduction initiatives ( $ 198 million ) and 2010 implementation costs related to the closure of the cabarrus , north carolina manufacturing facility ( $ 75 million ) , partially offset by lower volume ( $ 527 million ) , higher asset impairment and exit costs due primarily to the 2011 cost reduction program ( $ 158 million ) , higher per unit settlement charges ( $ 120 million ) , higher charges related to tobacco and health judgments ( $ 87 million ) and higher fda user fees ( $ 73 million ) . for 2011 , total smokeable products shipment volume decreased 4.0% ( 4.0 % ) versus 2010 . pm usa's reported domestic cigarettes shipment volume declined 4.0% ( 4.0 % ) versus 2010 due primarily to retail share losses and one less shipping day , partially offset by changes in trade inventories . after adjusting for changes in trade inventories and one less shipping day , pm usa's 2011 domestic cigarette shipment volume was estimated to be down approximately 4% ( 4 % ) versus 2010 . pm usa believes that total cigarette category volume for 2011 decreased approximately 3.5% ( 3.5 % ) versus 2010 , when adjusted primarily for changes in trade inventories and one less shipping day . pm usa's total premium brands ( marlboro and other premium brands ) shipment volume decreased 4.3% ( 4.3 % ) . marlboro's shipment volume decreased 3.8% ( 3.8 % ) versus 2010 . in the discount brands , pm usa's shipment volume decreased 0.9% ( 0.9 % ) . pm usa's shipments of premium cigarettes accounted for 93.7% ( 93.7 % ) of its reported domestic cigarettes shipment volume for 2011 , down from 93.9% ( 93.9 % ) in 2010 . middleton's 2011 reported cigars shipment volume was unchanged versus 2010 . for 2011 , pm usa's retail share of the cigarette category declined 0.8 share points to 49.0% ( 49.0 % ) due primarily to retail share losses on marlboro . marlboro's 2011 retail share decreased 0.6 share points . in 2010 , marlboro delivered record full-year retail share results that were achieved at lower margin levels . middleton retained a leading share of the tipped cigarillo segment of the machine-made large cigars category , with a retail share of approximately 84% ( 84 % ) in 2011 . for 2011 , middleton's retail share of the cigar category increased 0.3 share points to 29.7% ( 29.7 % ) versus 2010 . black & mild's 2011 retail share increased 0.5 share points , as the brand benefited from new product introductions . during the fourth quarter of 2011 , middleton broadened its untipped cigarillo portfolio with new aroma wrap 2122 foil pouch packaging that accompanied the national introduction of black & mild wine . this new fourth- quarter packaging roll-out also included black & mild sweets and classic varieties . during the second quarter of 2011 , middleton entered into a contract manufacturing arrangement to source the production of a portion of its cigars overseas . middleton entered into this arrangement to access additional production capacity in an uncertain competitive environment and an excise tax environment that potentially benefits imported large cigars over those manufactured domestically . smokeless products segment the smokeless products segment's operating companies income grew during 2012 driven by higher pricing , copenhagen and skoal's combined volume and retail share performance and effective cost management . the following table summarizes smokeless products segment shipment volume performance : shipment volume for the years ended december 31 .

1	( cans and packs in millions )	shipment volumefor the years ended december 31 , 2012	shipment volumefor the years ended december 31 , 2011	shipment volumefor the years ended december 31 , 2010
2	copenhagen	392.5	354.2	327.5
3	skoal	288.4	286.8	274.4
4	copenhagenandskoal	680.9	641.0	601.9
5	other	82.4	93.6	122.5
6	total smokeless products	763.3	734.6	724.4

volume includes cans and packs sold , as well as promotional units , but excludes international volume , which is not material to the smokeless products segment . other includes certain usstc and pm usa smokeless products . new types of smokeless products , as well as new packaging configurations .

Previous questions in this conversation: what was the difference in total smokeless product shipment volume between 2011 and 2012? and the specific value in 2011?
Previous answers: 28.7 734.6
Question: so what was the growth rate in this value?
Answer: 0.03907