EmergencyPreparedness News & Analysis

Sales of Essentials Surge up to 83% After UK's 'Be Ready' Campaign

Sales of essential goods in the UK increased significantly following the government's 'Be Ready' emergency preparedness campaign launched on October 22. In the 10 days after the launch, hand sanitiser sales rose by 83%, bottled water sales by 67%, and tinned and jarred goods sales climbed by 37%, based on data from Worldpanel by Numerator. The campaign urged households to stock three days' worth of essential supplies to prepare for potential disruptions from severe weather or cyberattacks. Despite the increased sales, Worldpanel noted that the activity reflected gradual stocking rather than panic buying, with less than a third of households purchasing bottled water in October. Daily purchases of tinned meat increased by the equivalent of 400,000 people, but typical buying amounts remained steady at about 500 grams. Food company Princes also reported higher demand for tinned tuna, meat, and vegetables following the campaign. The campaign’s goal was to encourage people to keep affordable, long-lasting food and water at home, including items like dried fruit, nuts, torches, wet wipes, and cash. UK Prime Minister Andy Burnham emphasized having supplies to manage emergency disruptions. This increase in sales shows the campaign's effectiveness in prompting measured preparedness rather than stockpiling, which could impact future retail supply and demand dynamics.