The booming beverage industry is majorly uplifting the consumption of ingredients including preservatives which is most likely to foster the market growth. The properties of drinks such as high water activity demand the irreplaceable use of preservatives in the beverage industry is to avoid the change in taste, the colour, and bitter aftertaste. Moreover, with the rise in demand for functional beverages, the market for natural preservatives is gaining momentum. Manufacturers are embracing innovation for gaining position in the market by incorporating the organically sourced preservatives in the product formulation. Key players such as Cargill, Incorporated offers a range of natural preservatives to cater to the growing demand.

The rising demand for convenience and processed food is propelling the manufacturers to use food preservatives, to enhance the shelf life of the food products. Moreover, North America is a major exporter of fruits, thus increasing the demand for preservatives. Awareness related to several risks associated with chemical preservatives has driven the market for natural preservatives. North America has highly regulated policies with respect to the commercialization of food products and ingredients. Such regulations have offered lucrative growth opportunities for manufacturers to introduce novel preservatives with minimum or no side-effects on human health. The companies, as a part of their strategy, are spending significant amounts in developing techniques to produce preservatives using more natural ingredients rather than synthetic inputs.