There was no wartime rationing in England until early 1918. Before this, civilians were urged to conserve vital materials, as suggested in this 1916 National War Savings Committee pamphlet:

EVERY HOUSEHOLD MUST HELP TO WIN THE WAR

Lord Kitchener said: “Either the civilian population must go short of many things to which it is accustomed in times of peace or our armies must go short of munitions and other things indispensable to them.

Which is it to be? Economy in the Household or shortage in the Navy and Army?

If sailors and soldiers are to have all they need, and the War is to be carried to a victorious end, every member of every household must do without comforts, luxuries, and all else that is not essential to health and efficiency.

HOW TO SAVE

SAVE COAL. Coal is wanted for the Navy, for the Army and for our Allies

SAVE LIGHT. Coal is used to make light and to waste light is to waste coal, and thus to make things harder for ourselves and all who depend on us.

Economise in Meat
Economise in Bread
Economise in Tea
Economise in Alcohol and Mineral Waters
Economise in Sugar
Economise in Butter
Economise in Fats (lard, soap, candles, etc.)
Economise in Soda
Economise in Everything.

Remember: EVERY LITTLE HELPS.

To waste nothing, to save in everything, and to lend to the country all you can is the truest patriotism. All that the household saves HELPS OUR SAILORS AND SOLDIERS.