The global demand for virgin activated carbon is tipped to rise five per cent per year to reach 1.2 million metric tons by 2010, fuelled by increased use in the pharmaceutical sector. Activated carbon, or charcoal, is used in pharmaceutical industry primarily as an adsorbent to remove pollutants during the drug manufacturing process. The Asia/Pacific region presents the greatest opportunity for growth, where this market is expected to nearly double by 2010, led by China, which is expected to increase its share of the global activated carbon market to 13 per cent, according to a report by market research firm The Freedonia Group. Smaller emerging markets, including Latin America, Eastern Europe and the Africa/Middle East region, will also record above average gains. Activated carbon is used extensively decolourisation, deodorisation, and removal of organic impurities in the pharma and medicine industry.