One of a paint formulator’s constant concerns is to find ways to reduce titanium dioxide (TiO2) content in formulations without compromising key paint properties. Due to increasing TiO2 consumption worldwide and unchanged production capacities in the United States and in Western Europe, TiO2 prices increased recently by more than 50%. Such fluctuations are difficult to manage for paint manufacturers.
Paint manufacturers have adapted to the price volatility in several ways. Using cheaper TiO2 grades is one of them, but, for general market shortages, price differences tend to be less for TiO2 obtained from a similar technology. Some cost saving can be achieved by considering TiO2 obtained from another technology and, as a result, more buyers are increasingly interested in TiO2 produced in Asia, and more specifically in China.