Currently, the European sheep industries face global competition and revolutionary changes. The similarities of the many animal meat products make them compete on a cost-of-production basis. Issues such as environmental impact, human nutrition, food safety and biotechnology have increasingly large consequences on the production chain. The recent economic problems have highlighted and caused the need for fundamental reappraisal of production aspects focused more clearly on the relationship with the consumer. The industry has to be market driven - responding to the consumer at all times. A constant review of each market conditions (including niche) is necessary. The need for quality and consistent quality, convenience and tenderness is vital to success as is presentation and packaging. The end product must exceed end-users expectations to include convenience, nutrition, health status, system of production and welfare. Adequate promotion is necessary, including service provided around the product, in the market and education to the consumer.