Morrisons has become the first supermarket to reintroduce rationing limits as coronavirus numbers continue to surge in the UK.
The retail giant said a new 'three per person' limit now applies on popular items including cleaning products and toilet roll.
The chain, which urged shoppers not to panic-buy earlier this week, said the restrictions will apply on a 'on a small number of products'
"We are introducing a limit on a small number of key products, such as toilet roll and disinfectant," a Morrisons spokesman told ITV News.
"Our stock levels of these products are good but we want to ensure that they are available for everyone.
"There is no need to buy more than you usually would.
"I would like to reassure you that our stores remain fully stocked and ask that you continue to shop considerately.
"We have remained open for our customers throughout the pandemic and will continue to have daily deliveries, often multiple times a day, across all of our products."
Tesco CEO Dave Lewis said panic-buying is 'unnecessary' on Wednesday, adding that it "creates a tension in the supply chain" that is easily avoided.
It came as Asda announced plans to recruit 1,000 new safety marshals to provide ready-sanitised baskets and trolleys to shoppers and remind them to wear face masks while they shop.
Those who turn up without a mask will be offered a pack of disposables that they can pay for with their shop.
Meanwhile, Aldi boss Giles Hurley told customers to "shop considerably" in a warning this week.
"There is no need to buy more than you usually would," he wrote in an email to customers.
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"I would like to reassure you that our stores remain fully stocked and ask that you continue to shop considerately.
"We have remained open for our customers throughout the pandemic and will continue to have daily deliveries, often multiple times a day, across all of our products."
While supermarkets say there are no signs of panic buying as yet, sales of toilet rolls soared by 23% over the past week, according to one supplier to major supermarkets, while shoppers have also been picking up extra tinned goods, pasta and pain relief tablets since the weekend.
In March, shelves were left stripped of tinned goods, toilet roll and dried pasta after the UK went in to lockdown.
With the industry eager to avoid a repeat this autumn, the British Retail Consortium has urged shoppers not to change their buying habits.
Andrew Opie from the British Retail Consortium told Mirror Money: "Supermarkets have put in place a range of safety measures to protect staff and customers.
"In the event of future lockdowns we urge consumers to be considerate and shop for food as they would usually during this difficult time."
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