The TiO2 industry is entering a significantly challenging time. The optimism of the first half of 2022 has completely turned in the opposite direction. European demand may be off as much as 40-50% in the second half of 2022 versus the prior year. Numerous operating plants are reported to be curtailing or ceasing production. North America and Latin America were reported to remain strong. These regions are expected to slow in 2023, as recession is likely.
The consensus opinion of leading executives was there are many signs of slowing markets in Europe and parts of Asia, particularly China. Energy inflation throughout Europe, particularly Germany, took their toll on TiO2 demand. One consulting firm believes the current trends are further evidence of an increasingly differentiated market for TiO2.
The TiO2 industry continues to change through unusual global economic conditions. The uncommon response of global producers is changing the short- and long-term dynamics of the industry.
The TiO2 industry is seeing favorable supply and demand conditions. Chinese producers, the usual industry disruptors, are facing more serious challenges than their multinational competitors.
The TiO2 industry is in a position never before experienced in its long history as it moves through the seasonally high coatings demand period in North America. Demand is returning beyond average GDP levels, particularly in China. In turn, price-sensitive customers are absorbing a huge increase in price.
The outlook is positive for most TiO2 producers for 2021. Increasing demand and the limited ability of Chinese producers to respond fairs well for global players. Multiple factors, including feedstock, Chinese chloride capabilities, and product quality all will impact the long-term future of the industry.
As the TiO2 market strengthens post-pan demic, TiO2 consumers in North America will continue to be faced with the dilemma of how best to find reductions in TiO2 costs.
As COVID-19 spread outside China, TiO2 sales were impacted. TiPMC provides some insight, along with a view of what signs will signal an industry recovery.
