Instead of grabbing a cup of coffee, consumers could soon be reaching for their toothbrushes. According to a new survey by Canadean, energizing mouthwash and toothpaste could be an up-and-coming trend.

A recent study found that 38% of the UK consumers say they regularly suffer from sleep deprivation, resulting in fatigue and decreased mental alertness. To boost the energy during the day and compensate for a lack of sleep, many consumers drink coffee or energy drinks. However, a daily energy boost does not necessarily have to come as a drink: Canadean’s survey suggests there’s increased consumer interest for other types of energizing products such as chewing gum, chocolate or toothpaste made with the energizing ingredient, taurine.

When asked if consumers are interested in a toothpaste or mouthwash with taurine designed to give them an energy boost, 29% of consumers indicated their interest with over two thirds claiming they would be willing to use such product once a day or more, the survey found.

A Russian oral care manufacturer has reportedly recently extended its ROCS oral care brand with an energized toothpaste with taurine.

According to Veronika Zhupanova, an analyst at Canadean, “Energizing products are slowly shifting from drinks into other categories, such as food and personal care. The world has already seen a number of personal hygiene products, such as shower gels and shampoos with taurine.”

Oral Care shows promise because despite the fact that the user spits the product out, it is partially absorbed in the mouth and its ingredients can be ingested in small amounts.

Zhupanova believes energizing toothpaste is likely to spread across the UK market: “British consumers have already been investing in oral care products more than other European countries; for example, the UK’s toothpaste and mouthwash market was estimated 656 million pounds in 2013.”

However, there are a few barriers, such as, due to a chance of ingestion, manufacturers need to set age limitations and daily intake occasions,” says Zhupanova.