Some dealers quoted prices that were significantly higher than expected, sending the domestic market to an almost three-year high. Meanwhile, a similar scenario was observed in the Indian market, where titanium dioxide prices (rutile grade) for rose by 8% from January to March. The increase was attributed to strong demand from the domestic paints and coatings sector as well as premium cargo from China.

Of the products that include the additive in their labels, Thea Bourianne, senior manager at data consultant Label Insights, told Food Navigator USA in May 2021 that more than 11,000 products in the company's database of U.S. food and beverage products listed titanium dioxide as an ingredient. Non-chocolate candy led those numbers at 32%. Cupcakes and snack cakes made up 14%, followed by cookies at 8%, coated pretzels and trail mix at 7%, baking decorations at 6%, gum and mints at 4% and ice cream at 2%.

Micronized titanium dioxide doesn’t penetrate skin so there’s no need to be concerned about it getting into your body. Even when titanium dioxide nanoparticles are used, the molecular size of the substance used to coat the nanoparticles is large enough to prevent them from penetrating beyond the uppermost layers of skin. This means you’re getting the sun protection titanium dioxide provides with no risk of it causing harm to skin or your body. The coating process improves application, enhances sun protection, and prevents the titanium dioxide from interacting with other ingredients in the presence of sunlight, thus enhancing its stability. It not only makes this ingredient much more pleasant to use for sunscreen, but also improves efficacy and eliminates safety concerns. Common examples of ingredients used to coat titanium dioxide are alumina, dimethicone, silica, and trimethoxy capryl silane.