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Growing Global Consumer Preferences
Changing global consumer preferences also act as a key driver for the xanthan gum market. With rising health awareness, consumers are increasingly demanding products with clean label ingredients and without artificial preservatives, colors, or flavors. This growing trend has prompted several food companies to replace existing emulsifiers, stabilizers, and thickening agents with natural and organic alternatives such as xanthan gum. It occurs naturally and is classified as generally recognized as safe by regulatory authorities worldwide. Manufacturers are actively promoting clean label and organic varieties of products in developed markets of North America and Europe.
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