Vitamin E is a significant antioxidant which helps against free-radicals and it can be conserved longer by the tissues in the body as compared to man-made vitamin E. Natural vitamins has seen increased demand from the end users in recent past. Natural source vitamin E includes tocopherols and tocotrienols. Apprehensions related to toxic chemicals in products such as food products, beverages, pharmaceuticals and personal care have driven the rapid growth in sales of natural vitamin E. Supplements for nutrition and food & beverage enrichment are the present primary markets for natural vitamin E, while, personal care and animal nutrition are anticipated to be potential markets in the near future.

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Regionally, North America, especially U.S. is the largest market for natural source vitamin E. Europe also has a large market for natural source vitamin E, especially Germany, France, Italy, Spain and UK. Asia Pacific constitutes the fastest growing market led by China, India & Japan. The drivers for this market can be enlisted as the growing awareness among people about the benefits of natural source vitamins and different companies offering different range of healthy products which contain vitamins. Some companies (PepsiCo, Sunmagic, Aptitude Life Ltd.) have launched health drinks containing vitamin E and a few have launched biscuits containing vitamins. Thus change in the options of consuming vitamins has given these nutrients a boost in market. The challenge for this market lies in supply-demand disproportion for raw materials to a certain extent. The opportunities lie in deploying more technological innovations to maintain the global supply chains thus reducing the raw material procurement cost would lead to a profitable business proposition.

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Some of the major players in this market are Beijing Gingko Group, BASF Corporation, BTSA, COFCO Tech Bioengineering, Carotech Bhd, Davos Life Science, Fenchem Biotek, Vitae Naturals, Eisai Food & Chemical, Ranbaxy, PepsiCo DSM Nutritional Products and Archer Daniels Midland Company.