Market Trends of Beta Carotene Industry
This section covers the major market trends shaping the Beta Carotene Market according to our research experts:
Increasing Demand for Natural Colors in Food and Beverage Industry
Consumers demand clean labels on products to know what exactly they consume and at what levels. Their interest in identifying the ingredients present in products has triggered the clean label products market. Consumers, globally, are highly concerned about the long-term effects of synthetic colors on health, and so prefer natural colorants in their foods. Beta carotene is largely used as a colorant for beverage and food applications. In this regard, in 2017, BASF SE launched a 10% beta carotene powder, Lucarotin 10 CWD (Cold Water Dispersible) / O (Orange) Plus. In the United States, this product replaced azo dyes yellow 5 and 6 in beverages, soups, confections, and nutrition products. Natural colors help avoid hyperactivity disorders and behavioral issues among other benefits in children. A study shows that around 88% of consumers are willing to pay a premium price for products containing naturally sourced ingredients.
North America Holds a Significant Market Share
The North American beta carotene market is expected to grow at a significant growth rate in the near future. Among all carotenoids, the human body can easily convert beta carotene into retinol (precursor vitamin A), which is a major ingredient in dietary supplements. In the United States, Beta carotene (95% pure) is permitted as a colorant under 21 CFR 73.95 and 21 CFR 166.110 and a pro-vitamin A nutrition supplement under 21 CFR 182.5245 and 21 CFR 184.1245. Further, more than 60% of the American population prefer having beta-carotene and other carotenoids vitamins in their regular diet. Beverage manufacturers have launched various RTD containing beta carotene, nature-identical being the most predominant form. For instance, Vitatine which is an antibiotic subsidiary signed an exclusive agreement with B & D Nutritional Ingredient which will bring its natural beta carotene available in the United States for application in the food and beverages and dietary supplement industry. Also, beverage brand GacLife has launched the world's first line of gac-based wellness products with functions for skin and vision care. Gac fruit is a fruit found in certain Southeast Asian regions and comprises of high concentration of carotenoids, antioxidants, and other nutrients. Hence, creating a potential market growth for the category during the forecast period
