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The surge in demand for natural and clean-label products, alongside innovations in sustainable production methods will favor the market growth. Consumers are increasingly seeking natural astaxanthin derived from microalgae over synthetic forms, with a consequent increase in demand for non-GMO organic supplements. Advancements in biotechnology, such as closed system photobioreactors, are enabling efficient and sustainable production of natural astaxanthin while reducing cost and environmental impacts. For example, in March 2024, astaxanthin was extracted and separated by pre-treating Haematococcus pluvialis microalgae biomass using aqueous two-phase systems based on deep eutectic solvents.