The availability of other white pigments poses a major challenge for the Lithopone market during the forecast period. Other alternatives to Lithopone include Zinc White, Titanium Dioxide, Calcium Carbonate, Blanc Fixe, and Barytes. The use of TiO2 has reduced the commercial significance of the Lithopone in the pigments industry.

Some websites maintain titanium dioxide is inferior to zinc oxide, another mineral sunscreen ingredient whose core characteristics are similar to those of titanium dioxide. The reality is that titanium dioxide is a great broad-spectrum SPF ingredient and is widely used in all manner of sun-protection products. What gets confusing for some consumers is trying to decipher research that ranks sunscreen ingredients by a UV spectrum graph. By most standards, broad-spectrum coverage for sunscreen ingredients is defined as one that surpasses 360 nanometers (abbreviated as “nm” - how the sun’s rays are measured). Titanium dioxide exceeds this range of protection, but depending on whose research you read, it either performs as well as or slightly below zinc oxide.

Over the last several years, nanoparticles have come under scrutiny for adverse health effects. Nanoparticles are ultrafine particles between 1 to 100 nanometers in diameter. (To put this in perspective, the average human hair is around 80,000 nanometers thick.) Because of their size, which can be engineered and manipulated at the atomic or molecular level, nanoparticles exhibit unique physical, chemical, and biological properties. Titanium dioxide is one of the most commonly produced nanoparticles in the world.

As early as sixty years ago, zinc sulphide was first thought of as a pigment for coloring India rubber and a patent for the process of its manufacture was issued in England. But it was not until twenty years later that zinc sulphide and its manufacture was seriously considered as a pigment for paint, and in 1874 a patent was issued for a process of manufacturing a white pigment, composed of zinc sulphide and barium sulphate, known as Charlton white, also as Orr's white enamel. This was followed in 1876 by a patent issued to a manufacturer named Griffith and the product, which was similar in character to Charlton white, was known as Griffith's patent zinc white. In 1879 another patent for a more novel process was obtained by Griffith & Cawley, the product made under this process proving the best of the series placed upon the market up to that date. After that time many new processes were patented, all, however, tending to the same object, that of producing a white pigment, composed of zinc sulphide and barium carbonate, the results, however, in many cases ending with failure.