Second World War: rationed goods

The system was extremely complex as products were rationed at different times and in different ways.

Butter, bacon and sugar were the first goods to be rationed in January 1940. They were followed by meat and preserves in March 1940, tea, margarine and cooking fats in July 1940 and cheese in 1941.

Sugar, bacon, butter, cheese and cooking fats were rationed by weight. Jam and other preserves were rationed as a group so that customers could choose whether to buy jam, marmalade or syrup. At some points in the war they could 'swap' the jam ration for extra sugar.

To complicate matters further an individual's entitlement varied according to the food supply and their occupation. The distribution of a number of important foods such as milk, eggs and oranges was controlled to ensure that special allowances could be made for expectant mothers, babies and the elderly.

Breaking government regulations would jeopardise Sainsbury’s rights to trade. Despite pressure from customers, compromises on rationing were strictly forbidden. In 1943, when a store manager was fired for stealing rationed goods, the General Manager wrote ‘we find it hard indeed to think of a more despicable act.

Rationing continued long after the end of the war. In December 1948 jams and preserves were the first products to be taken off the ration.  Milk was not decontrolled until January 1950. Tea was de-rationed in October 1952, sweets in February 1953, sugar and eggs during the autumn of 1953, and butter, margarines and cheese seven months later. It was not until bacon and meat came off the ration on 3rd July 1954 that wartime restrictions finally ended.

View adult ration and points portions per week (PDF 202KB)