5.3 MARKET DYNAMICS 43
5.3.1 DRIVERS 43
5.3.1.1 Improved product appeal 43
5.3.1.2 Demand for clean label products driving natural colors market 44
5.3.1.2.1 Health benefits of certain natural coloring driving the market 44
5.3.1.3 Advancing technological innovation 44
5.3.2 RESTRAINTS 44
5.3.2.1 Effects of synthetic colorants 44
5.3.2.2 Strict regulations regarding the inclusion of synthetic colors 45
5.3.2.3 Low stability and high cost of natural coloring 45
5.3.3 OPPORTUNITIES 46
5.3.3.1 New raw material sources 46
5.3.3.2 Increasing ventures in Asia-Pacific and Latin America 46
5.3.3.3 Safety reassessment for synthetic food colors 46
5.3.4 CHALLENGES 47
5.3.4.1 Lack of transparency in patent protection laws 47
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