Used as a natural colorant in food and beverages, providing a yellow to orange hue. Commonly added to products like margarine, juices, and dairy items to enhance appearance. Also used in dietary supplements due to its provitamin A activity, supporting eye health, immune function, and skin health. Employed in cosmetics and skincare formulations for its antioxidant properties, helping protect skin from free radical damage. Used in animal feed to improve pigmentation in poultry eggs and fish flesh, such as in salmon farming.