Launched on 22 October, the "Be Ready" public awareness campaign advises families to gather essentials like bottled water, preserved groceries, torches, cash, and wet wipes. Research firm Worldpanel by Numerator confirmed double-digit spikes across vital categories, alongside food manufacturer Princes noting high demand for canned goods. Rather than hoarding large amounts, an extra 400,000 daily shoppers simply incorporated a standard 500g tin of meat into regular shopping baskets. This methodical purchasing behavior shows the public is largely adhering to official guidance for gradual preparation.
Key points
Public response to the national resilience push reflects measured household preparation r…: Public response to the national resilience push reflects measured household preparation rather than erratic panic buying.
The advisory aims to mitigate household vulnerabilities arising from major incidents such…: The advisory aims to mitigate household vulnerabilities arising from major incidents such as cyberattacks and extreme weather.
Major suppliers and retail trackers confirmed sustained increases in staple categories li…: Major suppliers and retail trackers confirmed sustained increases in staple categories like preserved vegetables, tuna, and jarred goods.
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Sales of tinned food and bottled water jump after 'Be Ready' campaign launch
- Published
Sales of essential goods such as bottled water and canned food soared in the 10 days following the launch of the government's "Be Ready" emergency preparedness campaign on 22 October, research indicates.
Hand sanitiser sales were up 83%, sales of bottled water rose 67% and tinned and jarred goods climbed 37%, according to data from retail research firm Worldpanel by Numerator.
The government's public awareness campaign encouraged people to stock up in case of disruption to essential services by severe weather or cyberattacks.
However, Worldpanel said that while households were stockpiling essentials, they were not panic buying.
The government campaign encouraged people to keep three days-worth of food and water in their homes.
Wet wipes, a torch and cash were also recommended.
After the campaign launch, the equivalent of an extra 400,000 people per day bought tinned meat, Worldpanel said, although the typical amount remained at 500g, which suggests a gradual stocking-up.
"Shoppers clearly took notice of the 'Be Ready' campaign, but this wasn't panic…
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