The titanium dioxide market is starting to shift.

As tensions in the Middle East gradually ease, sulfur prices have started to pull back from recent highs. However, the impact of the previous supply disruption has not fully disappeared. The sharp rise in sulfur prices is still moving through the value chain via sulfuric acid, and TiO2 producers are still feeling the aftershock on the cost side.

Costs Are Coming Down, but Not All at Once

Over the past three months, global TiO₂ producers have raised prices five times and the prices have risen by around USD 650-700/ton. These price hikes have largely helped producers absorb the earlier cost pressure.

Export data also shows that overseas demand has remained supportive. From January to April 2026, China exported 730,300 tons of titanium dioxide, up 12.53% year on year. Chloride-process TiO₂ performed especially well, with export growth reaching 39.63%.

From Price Hikes to Price Adjustments

The next chapter may not be about further price increases. With sulfur prices softening, cost support is no longer as strong as it was. And the overcapacity remains a long-standing issue in the TiO₂ industry. As more producers complete delivery of their earlier backlog orders, competition for new orders is likely to intensify.

This means some price adjustments are likely on the way, especially for sulfate-process products.

buyers should not expect unlimited price cuts. Producers will not reduce prices without a bottom line, and demand will not suddenly surge overnight. This round of price loosening is more likely to be a short procurement window than the beginning of a long-term downtrend.

What Buyers Should Do

For buyers, the key is timing and flexibility. Rather than committing to large, one-shot orders, it makes more sense to move toward smaller, staged purchases that cover real production needs while limiting exposure to price swings. As essential demand is gradually released, procurement decisions should be based on actual order flow, inventory levels, and payment terms.

The Bigger Picture: Structural Change in the Industry

The more important point is that this round of sulfur and sulfuric acid volatility is accelerating structural changes within the TiO₂ industry.

Sulfate-process producers are under the most direct pressure. Large producers with diversified raw material sourcing and overseas business support are in a stronger position. They have more room to manage cost fluctuations and protect margins. Smaller sulfate-process producers, however, face higher cost pressure and weaker bargaining power, making their position much more difficult.

Outlook

Looking ahead to late June and July, the TiO₂ market is likely to enter a period of moderate price adjustment. As previous orders are delivered, producers will need to compete harder for new business. Sulfate-process products may see more visible price softness, while chloride-process products are expected to remain relatively firm due to stronger margins and better export performance.

However, this doesn't look like the start of a price war. Sulfur prices have eased, but they are still not low. Cost support remains in place. At the same time, after five rounds of price increases, many producers have gained some room to offer discounts, but they are unlikely to sacrifice margins simply to chase volume.

In the longer term, the market is becoming less about simple price competition and more about production route, cost control, and global market reach. Chloride-process producers are gaining a clearer profitability advantage, while smaller sulfate-process producers are facing increasing pressure.

This shift could push the TiO₂ industry toward further consolidation. It may also accelerate the growth of chloride-process capacity in China.

For the next stage of the market, the real question is not just how far prices can fall. It is which producers can stay competitive when cost advantages, product structure, and overseas demand become more important than short-term price moves.

TITANOS is pleased to participate in Ethiopia plastprintpack 2026, one of East Africa's leading exhibitions for the plastics, printing, and packaging industries. The exhibition takes place from June 25 to June 27, 2026, and TITANOS welcomes visitors at Booth C17.

During the exhibition, TITANOS is presenting its high-quality Titanos® Titanium Dioxide products, widely used in coatings, plastics, inks, paper, and other industrial applications. Our team is meeting with customers and business partners from Ethiopia and neighboring countries to discuss product performance, reliable supply, and long-term cooperation opportunities.

As a global supplier with customers in more than 110 countries and regions, TITANOS remains committed to delivering consistent quality, professional technical support, and dependable supply chain solutions to customers worldwide.