Sales of essential goods including bottled water and canned food saw a significant increase in the 10 days following the launch of the government's 'Be Ready' emergency preparedness campaign on October 22. Research indicates that hand sanitiser sales rose by 83%, bottled water sales climbed by 67%, and sales of tinned and jarred goods increased by 37%.

The 'Be Ready' campaign was designed to encourage the public to stock up on essential supplies in anticipation of potential disruptions to services caused by severe weather events or cyberattacks. The government recommended that households keep a minimum of three days' worth of food and water readily available, along with items such as wet wipes, a torch, and cash.

Data from retail research firm Worldpanel by Numerator suggests that the surge in sales was not indicative of panic buying. Fraser McKevitt, head of retail and consumer insight at Worldpanel, noted that less than a third of households purchased bottled water in October. He explained that the growth stemmed from an increased number of households adding recommended items to their regular shopping lists, aligning with the campaign's objective for gradual stocking up rather than impulsive bulk purchasing.

The financial figures underscore this trend, with sales of tinned and jarred goods rising 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 saw a jump from £13.6 million to £22.8 million year-on-year, while hand sanitiser sales increased from £497,000 to £908,000.

Food company Princes also reported a rise in demand for its tinned tuna, meat, and vegetable products following the campaign. Giuseppe Mastrolia, interim chief executive of Princes, stated that this increased demand highlights the continued relevance of their products as affordable, nutritious, and convenient food solutions.

The 'Be Ready' campaign aims to prepare British households for potential disruptions by advising them to stock non-perishable, long-life food items that do not require refrigeration, such as dried fruits and nuts, in addition to bottled water.

Prime Minister Andy Burnham has publicly supported the initiative, emphasizing the importance of having such supplies readily available for emergencies. Experts have previously pointed out that the UK lags behind several European nations, including France, Germany, Denmark, Sweden, and Norway, in terms of national preparedness.

Calls for enhanced food security in the UK have been growing, with some experts advocating for the government to assume responsibility for food stockpiling rather than placing the burden solely on individual households. This sentiment was echoed in an open letter signed by over 180 experts, addressed to Prime Minister Andy Burnham and First Secretary of State Louise Haigh, urging local authorities to be mandated to prevent and respond to food insecurity.