Not All TiO₂ is Created Equally

While admiring the red allure of the Golden Gate Bridge or riding a pod on the renowned London Eye, you may not have given much thought as to how these famous landmarks have achieved their bright, rich colors. Even though it may not be top of mind, titanium dioxide (TiO₂) is used in products we see, touch, and use every day. TiO₂ is what enables vibrant walls, bright white decking, durable PVC piping, and lasting architectural and industrial coatings. It is estimated that in 2020 alone, over 7 million tons of TiO₂ were used in manufactured products.

But not all TiO₂ is created equally. As one of the world's largest manufacturers of titanium dioxide, we’re here to help answer your questions on how quality TiO₂ can impact your business–and why it matters.

Key Manufacturing & Brand Quality Differentiation:

“Titanium Dioxide” can refer to any pigment that is based on an oxide of titanium. While many paint formulas include TiO₂, the same level of quality is not used across the board. The difference in quality starts with how the TiO₂ is manufactured.

China, the single largest producing country for TiO₂, accounts for about 40% of total world-wide production and produces it mostly from legacy sulfate technology. This technology has been long established, uses lower grade and cheaper quality ores, and is done through a batch manufacturing process, which can cause inconsistent and unreliable performance.

Multinational corporations, mostly located in the west, use either a modern sulfate production technology or the chloride-manufacturing process to produce their pigments. More modern sulfate manufacturing technology results in a more consistent pigment, minimizing batch-to-batch variation and creating more consistent, reliable products. Chloride technology creates a pigment that is whiter and brighter using a continuous manufacturing process. This allows for more uniform applications of surface treatments, precision of operations, continuous integrated process controls and adjustments.

Why TiO₂ Product Design Matters:

TiO₂ is the most widely used pigment in the world today. The variety of applications and performance dictate a range of different specifications to ensure quality. Innovative product design brings a pigment that is tailored to specific end-use applications. This can manifest itself as a more efficient use of the pigment, differentiated product performance, or improved processing in high quality end-use applications.

When selecting a commercial grade of TiO₂ for coatings, consider a variety of attributes including optical performance such as opacity/tinting strength, undertone, and color, as well as other pigment attributes such durability, dispersibility, and reliability of supply. Lower-quality pigments may result in coatings with lower levels of opacity and lesser performance. Using uniquely designed grades in your formulations such as Ti-Pure™ TS-6300, for example, results in coatings with high opacity and superior hiding power. This helps ensure greater coverage per liter, good weather resistance, and brighter colors. Less product is required to achieve coverage, saving the customer time and money.

Application or Technical Expertise:

Don’t be fooled be by the low-price tag of bargain TiO₂. Failing to use high quality grades may lead to inconsistent, unreliable performance from batch to batch. As coatings have become more specialized, it’s more important than ever to use consistent, high-performing ingredients.

TiO₂ quality matters in plastic applications, too. Exterior building material applications such as window profiles and sliding materials, roofing materials, furniture, and more are susceptible to the sun’s UV rays and high temperatures. Products like these that are exposed to the elements will crack, fade, or warp over time. These applications require TiO₂ with durability, opacity, strong brightness, and ease of dispersibility.

Quality You Can Count On

At Chemours, we have the technical expertise and understanding of how high-quality Ti-Pure™ TiO₂ enables your high-quality applications. During the manufacturing process we conduct regular tests, including light-scattering techniques, dispersion measurements, and accelerated weather simulations to ensure Ti-Pure™ products deliver the quality and consistency you can rely on. We invest in research and development to lead the way in responsible chemistry. We opened The Chemours Discovery Hub on the University of Delaware's Science, Technology and Advanced Research (STAR) Campus in 2020. This state-of-the-art facility houses over 300 of our top researchers and scientists. We are committed to setting the standard for innovative grades, and as The Chemours Company we are committed to a journey to net zero for our operations by 2050 with visible reporting along the way.

Ti-Pure™ TiO₂ provides brightness you can see and performance you can measure, powering the performance of products used every day around the world. The Ti-Pure™ team can help you to create better products and discover new business opportunities. Our collaborative approach ensures you’ll always have the dedicated support, proven expertise, and breakthrough insights you need to meet your business requirements.

Meet Flex

Ti-Pure™ Flex is the only eCommerce TiO₂ pigment solution in the industry, providing you with convenient and truly unique benefits. See lead times. Select the exact day you want your shipment to arrive. Get pricing quickly. Check order status or make changes to your order. Download invoices on your own. Make purchases without contracts or long-term commitments. And do it all anytime you want, 24/7.

Want to Learn How Ti-Pure™ Flex can Help Your Business? Contact us today.