Page 24 - 201902 SCA February 2019 Volume 56 Number 1

Technical ARTICLE Is your TiO Supply Strategy sustainable?
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the continued use of TiO in food and cosmetic 9. Are there viable substitutes for TiO ?
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applications. TiO growth is in non-respirable Significant price increases in TiO usually spark
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forms such as water slurries in paints/inks, plastic a common refrain from buyers, “We will replace
compounds and decorative laminate papers.
TiO 2 !” While optimization of TiO usage is an option,
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complete replacement or majority replacement is a
6. Any advances in TiO process and product dream. The reason is simple: TiO 2 boasts the highest
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development? refractive index of any commercially-available
TiO is a mature industry having recently celebrated material (no material can match its efficiency at
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its 100th year of commercialization. Many bending light waves away from the surface of
innovations have transformed this product from its a substrate, creating the highest opacity in the
original properties to today’s forms of TiO , which thinnest gauge film). Spacer and extender pigments
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are highly efficient at providing opacity, tint strength, such as calcium carbonate improve the spacing
high durability and color stability. Notwithstanding its of TiO 2 to optimize its opacifying effect. Likewise,
maturity, while TiO technological developments are certain resins optimally space TiO 2 in a film. While
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mostly limited to tweaks, there is growing interest products such as ROPAQUE™ provide a modicum
in developing potential uses involving nanoparticles of opacity, they can have significant drawbacks in
and photocatalysis (yielding niche volumes, at typical end uses. Bottom line is that besides death
least for now). Continuous improvement in process and taxes, one can also count on TiO 2 !
has primarily focused on cost reduction through
automation and energy reductions. 10. What are the trends with industry
consolidation?
7. What is happening with TiO Feedstocks? Consolidation will likely continue as TiO producers
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Through more sophisticated purchasing terms and attempt to leverage greater volume and lower
supply contract language, independent feedstock costs for improving profitability and competitive
suppliers have recently become better aligned with advantage. TiO 2 and feedstock producers are in the
the supply/demand and pricing maneuvers of TiO unenviable position of being, by far, more heavily
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producers, many of whom enjoy captive feedstock invested than any other player in the TiO 2 value
supplies (which, depending on ever-changing chain, while only periodically reaping attractive
supply/demand dynamics, can be either a blessing returns. Compared to their end user counterparts
or a curse). When demand for TiO is high, access who are utterly dependent on TiO 2 for end products’
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to feedstocks is assured, but when TiO supplies key properties, TiO 2 and feedstock producers invest
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are long, feedstock values drop in tandem with TiO , 100-fold to add plant capacity versus building a
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exacerbating the risk of integrated ownership. paint plant or plastics’ blending operation.
Likewise, distribution outlets for the end products
8. What are your recommendations for TiO (the Big Box outlets and company paint stores)
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buyers? enjoy low overhead compared to TiO 2 and feedstock
Faced with the vicissitudes of the TiO supply/ producers. Leveraging their end customers’ shifting
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demand cycle, it is imperative that consumers not design tastes and color preferences, coatings and
only do their technical homework to approve various distribution outlets can command a larger portion
suppliers and TiO grades for ease of substitution, of the value. Whereas the only option for long-term
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but also build mutually beneficial relationships with prosperity in the TiO 2 value chain is consolidation
their suppliers. and integration with feedstock suppliers. n

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22 Journal of Surface Coatings Australia • February 2019