UK sees steady rise in emergency stockpiling after government advice
UK’s Be Ready campaign sparks 83% hand sanitiser sales surge, with bottled water and canned food purchases rising as households stockpile emergency supplies.
The UK’s Be Ready campaign, which urges households to accumulate emergency supplies, has triggered a noticeable rise in supermarket sales of bottled water, canned food, and hygiene products. According to Worldpanel by Numerator, hand sanitiser sales climbed by 83% in the ten days following the campaign’s launch on October 22. Bottled water purchases increased by 67%, while tinned or jarred goods saw a 37% rise. The number of shoppers buying tinned meat also grew by 43%, adding about 400,000 daily customers, though individual purchases averaged around 500 grams per person.
This pattern indicates that consumers are adopting a gradual approach to emergency preparedness rather than resorting to panic buying. Fraser McKevitt, head of retail and consumer insight at Worldpanel, observed that fewer than one-third of households bought bottled water in October, suggesting shoppers were incorporating recommended items into their usual grocery trips. The campaign recommends maintaining three days’ worth of essentials, including nine litres of water per person, non-perishable food, batteries, torches, and first aid supplies, to handle disruptions such as extreme weather or cyberattacks.
Food manufacturer Princes reported increased demand for canned fish, meat, and vegetables since the campaign’s introduction. Separate research from Barclays found that 27% of consumers were either stockpiling or considering emergency supplies. While grocery inflation rose slightly to 2.6% in the four weeks ending November 1, up from 2.5% the previous month, overall grocery sales grew by 2.2% year-over-year in October, according to Worldpanel.
Industry leaders acknowledge the sales boost but express concerns about ongoing financial pressures on shoppers. Sarah Bradbury, chief executive of the Institute of Grocery Distribution (IGD), stated that the campaign likely supported stronger food sales in October. However, she warned that consumer pessimism about finances could impact spending as the Christmas period approaches.
Supermarkets have observed steady demand for non-perishable items, though the rate of stockpiling remains controlled. The campaign’s emphasis on gradual preparation appears to have prevented sudden demand surges, allowing retailers to adjust supply chains more smoothly. This contrasts with past emergency responses, where temporary shortages or price fluctuations often followed short-term spikes.
