I'd love to know that too. I'm sure it's all hype.
Source Astaxanthin concentration (ppm)Currently, the primary natural source for astaxanthin is the microalgae Haematococcus pluvialis. It seems to accumulate the highest levels of astaxanthin in nature; Commercially more than 40 g of astaxanthin can be obtained from one kg of dry biomass.
Can you shoot out a few other ingredients that affect color? Very curious. All I googled out was astaxanthin.Definitely not hype. Otherwise they wouldn't repeatedly be sold by all sorts of manufacturers. It's not just hype or a fad.
Though, Astaxanthin that isn't consumed via other crustaceans is something I don't like to use, it's one factor in coloration.There are several other ingredients that help, as well.