Supermarkets have gone into overdrive to keep up with the demand for non-perishable groceries, as shoppers wipe shelves clean in coronavirus's continued global stranglehold.

Whipped into a frenzy by a growing number of seemingly ransacked supermarket shelves posted to social media, Australian shoppers are stockpiling packet pasta, rice, canned goods and toilet paper in what has become a 'panic buying' epidemic.

Retail industry experts and Prime Minister Scott Morrison have both said photos like these make the situation look worse than what it really is – but their comments have done little as the social media storm gathers strength.

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Public figures have only poked the fears further: Rebecca Judd posted an Instagram video of her neighbourhood supermarket's usually packed toilet paper aisle, apparently now virtually empty.

Panic buying in the age of coronavirus: Why shoppers need to calm down_1
Footballer's wife Rebecca Judd filmed the empty shelves at Brighton Coles for her million-plus Instagram followers. Photo: Instagram

Both Coles and Woolworths told The New Daily they had seen a spike in demand for long-life pantry and household items in the past few days.

A Woolworths spokesperson said the sudden surge had led to "partial stock shortages" across some of its stores.

Coles has ramped up its distribution-to-store deliveries this week, and said its teams were diligently working to fill shelves as quickly as possible.

Both supermarkets acknowledged they were still experiencing severe shortages of hand sanitisation products.
Don’t panic (buy)

Mr Morrison said he'd been in contact with Coles and Woolworths about the perceived shortages, in a bid to allay the public's panic.

"The prolific nature of this has been presented on social media and things like that. It is not as widespread as those images suggest," Mr Morrison told a press conference on Tuesday.

Related: Doctors slam face mask price hikes

"What (supermarkets) were able to feed back to me was very positive and I'm pleased with the plans they have in place."

In Queensland in 1985, Professor Mortimer recalled, there was a SEQEB dispute where electrical workers went on strike over a pay dispute, causing rolling blackouts across the state.

"People panicked, and stocked up on batteries, torches and candles," Professor Mortimer said.

Just over 20 years ago, the world was preparing to tick over from 1999 into the 2000s.

Rumours were rife of a 'millennium bug' that would bring the world as we knew it to a standstill.

It was predicted the new era would force computers into meltdown, causing a global outage and therefore shortage of just about everything.

(Obviously, it didn't happen.)

Professor Mortimer said it all came back to Maslow's hierarchy of needs.

"It's a trend we see when an event will take place and people will think about food, water and shelter," he said.

His advice is to try not to panic.

But, if you do want to be safe rather than sorry – buy your staple goods online, rather than from in store.

And as for any looming toilet paper shortage? We're covered.

The PM can settle that rumour for us.

"(Kleenex manufacturer Kimberly-Clark has) now opened up their line of manufacturing in South Australia," Mr Morrison told reporters.

"I welcome that, and that is a direct response, having worked with retailers, about what they need. I am sure that will come as a great relief to everybody."