These digital conference proceedings of the European Coatings TiO2 Forum “Maximising white pigment efficiency” (January 2018) focus on the latest developments in the TiO2 market. This includes a theoretical study into the hiding power of white TiO2-free coatings as well as presentations on highly efficient dispersing of TiO2 based on inline technology and optimisation of TiO2 pigment distribution based on colloidal interactions.