Under deregulated market conditions German farms are forced to increase their competitiveness. This paper discusses different development strategies. The focus lies on cost saving measures. The transition to alternative procedures of animal keeping requires a precise investigation as well as that the farmers have a good look at the complexes animal behaviour procedure of animal keeping environment economy of production consumer behaviour so that the consensus is secured permanently between social acceptance as well as requirements of the technical and economic production. Animal welfare aspects are of considerable importance for a part of the consumers.
Producers have the chance to react to the market by introducing animal friendly husbandry systems.
The economy of these new forms of husbandry should be evaluated under integral aspects including animal health and other aspects. This paper is limited to dairy cattle production. Sustainable breeding goals pay proper attention to all traits relevant from an economic, social and environmental point of view. In practice this implies broadening of formal breeding goals including both yield traits and functional traits. It is discussed how long term genetic change can be achieved maintaining genetic variation on an acceptable level.