The short version
- Sales of bottled water rose by 67 percent and hand sanitiser increased by 83 percent in the ten days following the campaign launch.
- Retail analysts describe the purchasing behavior as gradual stockpiling rather than panic buying, with consumers adding recommended items to regular shopping trips.
- Critics argue that individual responsibility for emergency supplies is insufficient given that nearly a third of households cannot afford basic food reserves.
A government initiative designed to encourage household preparedness for potential service disruptions has triggered a measurable shift in consumer purchasing habits across the United Kingdom. Retail data indicates that sales of essential goods, including bottled water and canned foods, increased significantly during the ten-day period following the launch of the 'Be Ready' campaign on October 22. The public awareness drive urges citizens to maintain supplies sufficient for three days in the event of severe weather events or cyberattacks that could compromise critical infrastructure.
According to figures from Worldpanel by Numerator, a retail research firm, hand sanitiser sales surged by 83 percent during this window. Bottled water purchases climbed by 67 percent, while tinned and jarred goods saw a 37 percent increase. These trends suggest that shoppers are responding directly to the government's checklist, which includes recommendations for wet wipes, torches, and cash reserves alongside food and water supplies.
Despite the sharp rise in sales volumes, industry experts caution against interpreting these figures as evidence of panic buying. Fraser McKevitt, head of retail and consumer insight at Worldpanel, noted that less than one-third of households purchased bottled water in October. The data reveals a pattern of gradual accumulation rather than hoarding; for instance, while the number of people buying tinned meat increased by an equivalent of 400,000 individuals per day, the average quantity purchased remained steady at 500 grams.
Financial metrics further illustrate the scale of this shift. Sales of tinned and jarred goods rose from £58.2 million in the ten days leading up to November 2, 2025, to £79.5 million during the same period in 2026. Similarly, bottled water sales jumped from £13.6 million to £22.8 million year-over-year, and hand sanitiser revenue nearly doubled from £497,000 to £908,000. Food manufacturer Princes reported increased demand for tinned tuna, meat, and vegetables, with interim chief executive Giuseppe Mastrolia noting that the trend underscores the enduring relevance of affordable, non-perishable food options.
The 'Be Ready' campaign was introduced by Prime Minister Andy Burnham, who emphasized the importance of having supplies on hand to navigate moments of disruption. The guidance specifically highlights long-life foods that do not require refrigeration, such as dried fruit and nuts, alongside bottled water. This approach places the onus on individual households to prepare for emergencies, a strategy that has drawn scrutiny from disaster recovery experts and policy advocates.
Lucy Easthope, a disaster recovery expert, previously characterized the United Kingdom's preparedness levels as lagging behind those of several European neighbors, including France, Germany, Denmark, Sweden, and Norway. She described the current state of national readiness as playing 'massive catch up.' This assessment aligns with broader concerns about food security that have been raised by a coalition of more than 180 experts.
In October, this group of specialists signed an open letter addressed to Prime Minister Burnham and First Secretary of State Louise Haigh. The letter called for local authorities to assume a statutory duty in preventing and responding to food supply emergencies. The signatories argued that relying solely on individual preparedness is inadequate, particularly given economic constraints faced by many families.
A government survey cited by the experts revealed that 29 percent of people in the UK cannot afford to keep even a few days' worth of food in their homes. This statistic highlights a significant gap between official recommendations and the financial reality for a substantial portion of the population. As the campaign continues, the debate over whether emergency preparedness should be a shared responsibility between the state and citizens remains unresolved.
The immediate impact of the 'Be Ready' campaign is evident in retail data, showing that public messaging can effectively drive changes in consumer behavior. However, the long-term implications depend on how policymakers address the disparities in household resilience. While some shoppers are successfully building small reserves, others remain vulnerable to supply shocks due to cost barriers. The coming months will likely see continued monitoring of these trends as the government evaluates the effectiveness of its preparedness strategy.
Sources behind this briefing
Go to the original reporting
- BBC Business↗Sales of tinned food and bottled water jump after 'Be Ready' campaign launch
