Carotenoids are natural pigments found in various plant sources that not only give color to food, but also possess antioxidant properties and nutritional benefits. This paper analyzes the natural sources of carotenoids and their effect on the color of chicken, in the context of the importance of this sensory attribute in consumer perception. Carotenoids are absorbed in the small intestine and transported throughout the body, where they are stored in adipose tissue and skin. They integrate into the lipid matrix of muscle tissue, thus influencing the color of the meat and, at the same time, improving the immune response due to their role as precursors of vitamin A. Diets high in carotenoids can also affect the composition of meat fats, contributing to a more balanced nutritional profile. Interest in the use of carotenoids as feed ingredients has increased significantly due to their bioactive properties and beneficial effects on health. Currently, a wide range of products are available on the market, offered in the form of additives, supplements or food colorings