Research has indicated that the sale of two kinds of food and drink items has soared following the Government’s advice about being prepared for emergencies. An analysis from Worldpanel suggests that 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. According to the data, hand sanitiser sales were up 83%, sales of bottled water rose 67%, and tinned and jarred goods climbed 37%.

Worldpanel said that, following the government’s campaign launch, the equivalent of an extra 400,000 people per day bought tinned meat. However, the typical amount remained at 500g, suggesting gradual stocking up.

Fraser McKevitt, head of retail and consumer insight at Worldpanel by Numerator, said: “Shoppers clearly took notice of the ‘Be Ready’ campaign, but this wasn’t panic buying, with less than a third of households buying bottled water in October. Growth came from more people adding the recommended items on the government’s checklist to their weekly shop, not from shoppers piling their trolleys high, which is very much in line with what the government wanted households to do.”

The analysis revealed that sales of tinned and jarred goods rose from £58.2million in the 10 days to November 2, 2025 to £79.5million over the same period in 2026. Additionally, bottled water sales jumped from £13.6million to £22.8million compared with a year earlier.

In a separate analysis, food firm Princes said on Tuesday that demand for tinned tuna, meat and vegetables had risen following the Government’s campaign. This jump in demand “further reinforces the relevance of our core categories in providing affordable, nutritious and convenient food solutions”, said Princes interim chief executive Giuseppe Mastrolia.

The “Be Ready” campaign offers UK households advice on how to prepare for emergencies, such as extreme weather or a cyberattack. Households are advised to ensure they have a supply of essentials, such as bottled water and long-shelf-life food.

The sale of tinned goods has gone up since the campaign was announced (Image: Getty)

The Prime Minister Andy Burnham said everyone should have “those supplies in the house to get you through those moments”. Other European nations have issued similar emergency advice, including Germany, France, Sweden and Ireland.

Additionally, British households are being encouraged to familiarise themselves with three crucial features in their homes. To safely shut off water, gas or electricity during an emergency, all UK residents should know the location of the water stop cock, the gas isolation valve, and the electricity isolation switch.

Part of the Government’s emergency be ready plan reads: “If you have time and it is safe to do so, you might need to turn off the mains water, gas or electric to your home during an emergency. Familiarise yourself with where these are.” It adds: “WARNING: You can turn the water and electricity back on yourself but NOT THE GAS. This must be done by a qualified engineer.”

Sales of Two Products Soar After Andy Burnham’s Stockpile for Emergency Warning

Sales of essential household products have surged across Britain after Prime Minister Andy Burnham urged the public to prepare for potential national emergencies. The government’s new ‘Be Ready’ campaign has encouraged millions of households to consider keeping enough food, water and other basic supplies to survive for at least 72 hours without normal access to essential services. However, the response from shoppers has been particularly striking, with sales of bottled water and tinned food recording substantial increases. The figures have raised questions about whether the British public is becoming increasingly concerned about the country’s vulnerability to major emergencies, including cyberattacks, extreme weather and disruptions to critical infrastructure. While ministers insist that there is no reason to panic, the sudden increase in demand demonstrates that people are taking the government’s warning seriously.

The campaign was launched on October 22, 2026, as part of a wider government effort to improve Britain’s emergency preparedness. The message is straightforward: every household should have sufficient supplies to manage for three days if an unexpected crisis disrupts everyday life.

Speaking about the initiative, Burnham encouraged people to keep sensible quantities of essential supplies at home. He explained that the campaign was not intended to frighten the public or encourage panic buying, but rather to make sure families could cope if normal services temporarily became unavailable.

The Prime Minister also revealed some details about his own emergency stockpile. He said that his cupboards contained baked beans and soup, alongside his favourite snack, Twiglets. His comments attracted considerable attention, with some people joking about the rather ordinary nature of the Prime Minister’s emergency food supplies.

Nevertheless, the underlying message was serious. Britain needs to become better prepared for unexpected disruptions, and households should not assume that supermarkets, electricity supplies and other essential services will always operate normally.

The latest retail figures suggest that the campaign has already influenced shopping habits.

According to research from Worldpanel, sales of bottled water increased by 67 per cent during the ten days following the campaign’s launch compared with the corresponding period a year earlier. Sales of tinned and jarred food rose by 37 per cent, while hand sanitiser sales increased by an impressive 83 per cent.

These figures demonstrate a substantial change in consumer behaviour. More households appear to be adding emergency essentials to their regular shopping lists, particularly products that can be stored for long periods without refrigeration.

The increase in tinned food sales is particularly interesting. Worldpanel estimated that the rise in purchases of tinned meat was equivalent to an additional 400,000 shoppers buying the product each day.

The financial figures also reveal the scale of the change. Sales of tinned and jarred products reached £79.5 million during the ten days to November 2, compared with £58.2 million during the equivalent period in 2025. Bottled water sales increased from £13.6 million to £22.8 million.

However, retail experts have been careful to distinguish between sensible preparation and panic buying. The research indicated that fewer than one-third of households purchased bottled water during October. Most consumers were gradually incorporating recommended products into their normal weekly shopping rather than purchasing unusually large quantities.

This is precisely what the government wants to encourage.

One of the main reasons behind the campaign is growing concern about the vulnerability of critical national infrastructure. Modern Britain depends heavily on interconnected systems that provide electricity, water, telecommunications, transport and financial services.

A serious disruption to any of these systems could have consequences for millions of people. For example, a major electricity failure could affect household heating, refrigeration, internet access and electronic payment systems. If mobile networks and broadband services were also disrupted, contacting relatives and accessing important information could become considerably more difficult.

Cyberattacks represent another significant concern. Britain’s infrastructure is increasingly dependent on digital technology, creating potential vulnerabilities that hostile actors or criminal organisations may attempt to exploit.

The government has warned that hostile states could target essential services as part of wider attempts to destabilise the country. Russia and other potential adversaries have been mentioned in discussions about the security risks facing Britain and its European allies.

Extreme weather is another reason for improving household preparedness. Severe storms, flooding and prolonged periods of unusually cold weather can interrupt transport networks and electricity supplies, leaving some communities temporarily isolated.

These are not necessarily everyday events, but the government believes that being prepared can reduce the consequences when emergencies occur.

The advice is therefore not limited to food and bottled water. Households are also encouraged to keep essential medicines, a torch, batteries, a portable radio, a first-aid kit and other useful supplies.

A power bank can help maintain communication when electricity is unavailable, while a battery-powered or wind-up radio can provide access to emergency information if internet services stop working.

Families should also consider the specific needs of elderly relatives, young children, disabled people and pets. People who depend on prescription medicines or specialist medical equipment may require additional preparation.

Another important recommendation is to understand how to isolate household utilities safely. Residents should know where their main water stopcock, gas isolation valve and electricity isolation switch are located.

In certain emergencies, turning off the water or electricity may help prevent further damage. However, gas installations require particular care, and people should never attempt to carry out work that requires a qualified engineer.

The campaign has also attracted attention from supermarkets and food manufacturers. Companies have reported increased interest in long-life products, including canned tuna, meat, vegetables and other convenient foods.

Food producer Princes has confirmed stronger demand for its ambient food products following the government’s announcement. The company believes the increased interest reflects the importance of affordable, nutritious products that can be stored safely for extended periods.

Retailers have generally reassured customers that supplies remain healthy. Although some individual products have experienced temporary shortages, the wider industry has emphasised that there is no reason for shoppers to purchase excessive quantities.

This is an important message because unnecessary panic buying could create precisely the problems the campaign is designed to prevent. If everyone suddenly purchases large quantities of bottled water and canned food, vulnerable households could find it more difficult to obtain essential products.

The government wants people to prepare gradually and responsibly.

There are also economic considerations. British households are already dealing with high living costs, rising energy bills and pressure on food budgets. Encouraging families to purchase additional supplies could be difficult for those who are struggling financially.

Emergency preparation should therefore remain affordable. People do not need expensive specialist equipment or elaborate survival kits to improve their readiness. A few extra tins of food, drinking water, essential medicines and a basic torch can make a meaningful difference.

For households on limited incomes, gradually building a small emergency supply over several weeks may be more realistic than purchasing everything at once.

The campaign also raises an important question about the responsibilities of government. While households should take reasonable precautions, ministers must ensure that Britain’s essential infrastructure is resilient enough to withstand serious disruptions.

Preparing individual families is only one part of national emergency planning. The country also needs reliable electricity networks, secure telecommunications, effective emergency services and sufficient resources to respond to major incidents.

Local authorities and public services must be able to coordinate assistance when communities experience serious disruption. Hospitals, care homes and other essential institutions require contingency arrangements that protect people who cannot independently prepare for emergencies.

Burnham’s government will therefore be judged not only on the advice it gives households but also on its ability to strengthen the country’s wider resilience.

Ultimately, the surge in sales of bottled water and tinned food shows that the public has paid attention to the government’s message. It does not necessarily mean that people expect an immediate national emergency, but it does suggest that more families recognise the importance of being prepared.

In conclusion, the sharp increase in sales of bottled water and tinned food following Andy Burnham’s emergency preparedness warning highlights a significant change in British shopping habits. Worldpanel’s figures show that bottled water sales increased by 67 per cent and tinned and jarred food sales rose by 37 per cent in the ten days following the launch of the ‘Be Ready’ campaign. Hand sanitiser sales also increased substantially. These developments suggest that households are beginning to take emergency preparation more seriously, particularly amid concerns about cyberattacks, extreme weather and possible disruptions to essential services. However, the government has emphasised that the campaign is not a warning of an immediate disaster and should not encourage panic buying. Instead, families are being asked to build sensible emergency supplies gradually and ensure they can manage for three days if normal services become unavailable. The responsibility does not rest entirely with individuals. Ministers must also ensure that Britain’s infrastructure, emergency services and public institutions are adequately prepared. Being ready is not about living in fear; it is about protecting families, reducing unnecessary risks and making sure that communities can cope when unexpected difficulties arise.