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.

4. Cost-Effectiveness Purchasing titanium dioxide in wholesale quantities can lead to significant cost savings for tire manufacturers. By acquiring TiO2 in bulk, manufacturers can reduce production costs per unit, thereby improving their profit margins. Moreover, the durability and performance enhancements associated with TiO2 help reduce the frequency of tire replacements, further amplifying cost efficiency.

The US and Canada, however, approve the use of titanium dioxide as a food additive. Canada's recent review of titanium dioxide reconfirmed its safety and pointed out that many of the toxicity studies the EU reviewed were not relevant to the safety of titanium dioxide as a food ingredient, and that the ban is based on an abundance of caution and uncertainty.