British households are increasing purchases of bottled water, tinned food and other essential supplies following a government campaign urging residents to prepare for emergencies that could disrupt everyday life.
Retail data show that sales of hand sanitiser increased by 83% year-on-year in the 10 days following the launch of the government’s Be Ready campaign on October 22. Bottled water purchases rose by 67%, while sales of tinned and jarred goods increased by 37%.
The campaign encourages households to maintain enough essential supplies to survive for at least 72 hours during emergencies, including severe weather, cyberattacks and disruptions to critical infrastructure.
Despite the increase in purchases, retailers reported that consumers were gradually adding recommended items to their regular shopping rather than engaging in widespread panic buying. Fewer than one-third of British households purchased bottled water in October.
The campaign also comes amid renewed pressure on household budgets. Grocery price inflation increased to 2.6% in the four weeks to November 1, compared with 2.5% in the preceding month, adding to concerns over food and energy costs.
The developments highlight growing public attention to emergency preparedness as governments respond to climate-related threats, technological vulnerabilities and geopolitical uncertainty.
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