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Any keywords you have in the domain will stand a good chance of being ranked. But the domain is only one in a number of factors that affect ranking and the longer the domain the less memorable and brandable.
regardless of the content what's better for ranking in the UK
theproductname.eu or theproductnamefish.co.uk
it wont really be fish just an example, it would be a word related to the product.
Owain