Sales of bottled water and canned goods have climbed sharply in the wake of the UK government's "Be Ready" emergency preparedness campaign, according to an analysis from Worldpanel.
The data shows that in the 10 days following the campaign's launch on 22 October, hand sanitiser sales rose 83%, bottled water sales increased 67%, and tinned and jarred goods climbed 37%.
Gradual Stocking Up, Not Panic Buying
Worldpanel said the equivalent of an extra 400,000 people per day bought tinned meat after the campaign launch, while the typical amount purchased remained at 500g, suggesting households were stocking up gradually.
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."
Sales Figures and Industry Response
The analysis revealed that sales of tinned and jarred goods rose from £58.2 million in the 10 days to November 2, 2025, to £79.5 million over the same period in 2026. Bottled water sales jumped from £13.6 million to £22.8 million compared with a year earlier.
In a separate analysis, food firm Princes said on Tuesday that demand for tinned tuna, meat and vegetables had risen following the government's campaign. This jump in demand "further reinforces the relevance of our core categories in providing affordable, nutritious and convenient food solutions", said Princes interim chief executive Giuseppe Mastrolia.
Government Advice and Household Preparedness
The "Be Ready" campaign offers UK households advice on how to prepare for emergencies, such as extreme weather or a cyberattack. Households are advised to ensure they have a supply of essentials, such as bottled water and long-shelf-life food.
Prime Minister Andy Burnham said everyone should have "those supplies in the house to get you through those moments". Other European nations have issued similar emergency advice, including Germany, France, Sweden and Ireland.
British households are also being encouraged to familiarise themselves with three crucial features in their homes: the water stop cock, the gas isolation valve, and the electricity isolation switch, to safely shut off utilities during an emergency.
Part of the government's emergency plan reads: "If you have time and it is safe to do so, you might need to turn off the mains water, gas or electric to your home during an emergency. Familiarise yourself with where these are." It adds: "WARNING: You can turn the water and electricity back on yourself but NOT THE GAS. This must be done by a qualified engineer."
