Consumer market research company Canadean has identified energized toothpaste—or toothpaste formulated with taurine, which the mouth can absorb while brushing—as a trend to watch. The company surveyed U.K.-based adults and found that nearly 40 percent identified themselves as sufferers of sleep deprivation, and 29 percent of respondents indicated that they would consider using an energized toothpaste at least once a day. Meanwhile, Russian oral care company RO CS has reportedly released a taurine toothpaste, and Canadian analysts predict that the product could find a market in other countries as well. In an August 26, 2014, press release, one analyst warned that regulatory considerations may be necessary. “Due to a chance of ingestion manufacturers need to set age limitations and daily intake occasions,” she said.
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