Sales of essential supplies have risen sharply since the government launched its 'Be Ready' public awareness campaign 10 days ago, according to new industry data, with hand sanitiser purchases up 83% year-on-year.
Research from Worldpanel by Numerator found that households have heeded official guidance to prepare for emergencies, from severe weather to cyber attacks, by stocking up on food, water, and other essentials. The campaign recommends having three days' worth of supplies.
Sales surge across essential items
In the 10 days following the October 22 launch, sales of bottled water rose by a third, while jarred goods increased 37%. The number of people buying tinned meat each day rose by 43%, equivalent to an extra 400,000 shoppers a day.
Data from NielsenIQ (NIQ) showed sales of canned goods surged 27%.
Not panic buying
Fraser McKevitt, head of retail and consumer insight at Worldpanel by Numerator, said: "Shoppers clearly took notice of the 'Be Ready' campaign, but this wasn't panic buying, with less than a third of households buying bottled water in October."
"Growth came from more people adding the recommended items on the government's checklist to their weekly shop, not from shoppers piling their trolleys high, which is very much in line with what the government wanted households to do."
Grocery inflation and shopping habits
Worldpanel's research found grocery price inflation rose slightly to 2.6%, up from 2.5% in the previous four weeks. NIQ recorded food inflation at 2.9% in October, up from 2.4% in September.
NIQ said households are shopping just over 2% more often for groceries than a year ago, with average spend per trip 1.5% higher at an average £18.96.
Mike Watkins, head of retailer and business insight at NIQ, said: "There was improved growth in supermarket sales in October, helped by the half-term holidays and Halloween, which encouraged shoppers to spend more on special treats for the family."
"This is despite consumer confidence falling, suggesting shoppers are still willing to loosen the purse strings when there's an occasion to celebrate."
"Looking ahead, the industry needs to get shoppers in the mood to spend, so the launch of Christmas advertising campaigns will be important in showcasing what's new, different, and, crucially, affordable."
"With Black Friday providing another focus for shoppers in November, we expect the acceleration in supermarket sales to begin in early December."
