The poultry as a rapidly growing global industry, occupies a very crucial position in the economy of China. Based on valid reason and available data, pigmentation plays a key role in attracting and convincing consumers demand on a yellow bird, because it is perceived as an indication of health. It was observed that broiler carcass skin and meat color affect the consumer's final judgment on the quality and values of poultry products in China, as well as in some other countries. Broiler chickens with a yellow skin color have been shown to be considered desirable by consumers while chickens with less desirable coloring have a lower market value, and are purchased less often by consumers. These compounds are not naturally synthesized by chickens, instead they are mostly derived from diet. However, for decades, carotenoid have attracted attention for promoting health, skin coloration, improve sexual behavior, vitamin A precursors and antioxidant. As such, carotenoids are commercially important in broiler, agriculture, food, health and the cosmetic industries. In China properly formulated feed and carotenoids are a significant part of a successful poultry industry. In this review therefore, an attempt has been made to establish the role of carotenoids. Their importance in the overall economy of the country has been highlighted. Also some constraints and illegal use of pigments in broiler diets have been discussed. However, a workable strategy for the promotion of the poultry has been outlined to strengthen the natural and approved carotenoids to improve the socioeconomic conditions of the rural and urban dweller of the country besides practical knowledge to the farmers and poultry producers. Keywords: Role of carotenoid, pigments , poultry industry, China markets
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