Tesco has implemented a buying limit for a number of products after shoppers have been stockpiling essentials amid the coronavirus outbreak.
Photos posted to social media show signs in shops across the UK reading: "To help give everyone access to essential items this product is limited to five per customer."
Responding to customers upset about the shortages, Tesco wrote on social media: "We know there's demand for certain products at the moment and we're working really hard to maintain availability of those to help customers.
"We've taken a common-sense approach to make sure everyone can access essentials by introducing a maximum purchase limit (5 per customer) on a few items, such as anti-bac gel, anti-bac wipes, anti-bac sprays, bleach, dried pasta, UHT milk, tinned veg, kids medications and water."
Waitrose and Boots have also brought in buying limits for some items such as hand sanitiser and anti-bacterial wipes.
Earlier this week supermarkets across Cardiff were stripped bare as shoppers stocked up on toilet roll and other critical items. Sainsbury's, Morrisons, Lidl and Asda all had a selection of their toilet roll cleared from the aisles. Hand sanitiser was also running low in many supermarkets and pharmacies.
Hand sanitiser products were also found to be selling for more than 5,000% their recommended retail price online, with bottles worth 49p selling for £24.99.
One eBay listing has seen a second-hand bottle of liquid soap sell for more than £5 – despite being only three-quarters full.
Sir Patrick Vallance, the UK Government’s chief scientific adviser, said last week that shoppers should not resort to "panic-buying".
Mr Vallance said: "I think the advice is that there is absolutely no reason to be doing any panic buying of any sort or going out and keeping large supplies of things."
UK health secretary Matt Hancock echoed that there was no need for people to buy more food than they need.
"The government has supplies of the key things that are needed. And within the food supply we are absolutely confident that there won't be a problem there," he said.
"Crucially, we are working with the supermarkets to make sure that, if people are self-isolating, then we will be able to get the food and supplies that they need."
Panic-buying loo roll has been a particular issue in Australia where three of the country's top five Twitter trends were centred on the shortage.
Customers in Japan were also met with empty shelves after rumours spread that much of the country's toilet roll supply came from China, which has shut down many factories during the virus outbreak.
