Process for improving hiding efficiency in pigmented paints

A process comprising the steps of:

• a) contacting an aqueous dispersion of a TiO2 slurry containing adsorbing dispersant with an adsorbing latex comprising structural units of a phosphorus acid monomer to form a mixture, wherein the pH of the mixture of the TiO2 slurry and the adsorbing latex is maintained at about 10 to 12 for a time in the range of 10 minutes to 24 hours to inhibit interaction between the TiO2 and the adsorbing latex;
• then
• b) lowering the pH of the mixture of step a) to a range of from 8.5 to 9 to promote interaction between the TiO2 and the adsorbing latex, thereby forming a composite wherein prior step to step a) the pH of the TiO2 slurry is raised from about 8 to 9 to about 10 to 12.