The European market involves high competition, and as a result there has been an increasing trend for companies in the pork industry to consolidate. The main parameter for competition between companies is cost, and the result is high export of live hogs in between countries. Since consolidation and export between countries is already occurring, international consolidation is expected to increase as well. Company strategies vary to keep to stay competitive: German companies are among the leading sellers and take an approach of production efficiency while still maintaining quality and developing new products. In Northern Europe, the pork industry is mainly domestic companies. It involves fewer companies, and they include a focus on export of products in their strategies. Across Europe there is strong interest in developing and implementing the use of new technology and innovations. Product development depends on consumer demand, and new product areas, like vegetarian options, are beginning to be explored. Two other strategies are to appeal to high demand, local styles of products, or to create gourmet niche products. Another focus is the development of sustainable and low impact products, which is assisted by the European Commission. The European Commission funds projects between multiple countries focusing on sustainability and low environmental impact, and allows research facilities and companies to cooperate towards a common goal.