UK sales of tinned food and bottled water soar after Be Ready campaign

Sales of essential items like bottled water and canned food surged in the ten days following the launch of the UK government's "Be Ready" emergency preparedness campaign on October 22. Retail research firm Worldpanel by Numerator reported significant increases in consumer purchases, with hand sanitiser sales rising by 83%, bottled water by 67%, and tinned goods by 37%.

The "Be Ready" campaign aims to encourage households to prepare for potential disruptions caused by severe weather or cyberattacks. The government has recommended that families keep three days' worth of food and water at home, alongside other essentials like wet wipes, a torch, and cash. While the campaign's messaging prompted a notable increase in sales, Worldpanel emphasized that this was not a case of panic buying. Less than a third of households purchased bottled water in October, indicating that many shoppers were gradually incorporating recommended items into their regular shopping habits.

The statistics paint a clear picture of increased preparedness among consumers. Sales of tinned and jarred goods jumped from £58.2 million in 2025 to £79.5 million in 2026 during the same ten-day period. Bottled water sales also saw a significant leap, from £13.6 million to £22.8 million, while hand sanitiser sales rose from £497,000 to £908,000. Princes, a food company, reported heightened demand for tinned products, reinforcing the importance of affordable and nutritious food options amid growing concerns over food security.

Experts have noted that the UK's focus on emergency preparedness lags behind other European countries like France and Germany. Prime Minister Andy Burnham has stressed the importance of households keeping necessary supplies on hand. Some analysts argue that the government should take a more active role in ensuring food stockpiling instead of placing the responsibility solely on individuals. As discussions around food security continue, the "Be Ready" campaign appears to be a step toward heightened awareness and preparedness among British households.