Tenants across the UK are now spending almost a third of their income on rent as affordability pressures continue to shape demand across the private rented sector.

Lomond’s latest Quarterly Insights Report puts the average UK rent at £1,369 per month, up 4.3% year-on-year.

London continues to command a significant premium. Average rents in the capital have reached £2,418 per month, 76% above the UK average.

Data from Goodlord and LomondIQ shows the average UK renter is 31.5 years old. Scotland has the youngest tenant population, with an average age of 25, partly reflecting its large student market.

The report also points to changing tenant and landlord behaviour as the Renters’ Rights Act beds in and periodic tenancies become standard.

Against this backdrop, Lomond suggests landlords are increasingly focusing on securing tenants who are likely to remain for longer, rather than simply filling properties as quickly as possible.

Kent records sharp rise in tenancies

London recorded the largest volume of new tenancies over the past year, but Kent saw one of the most significant increases in activity.

The number of tenancies agreed in Kent jumped 121%, according to Goodlord and LomondIQ data. Demand remains particularly strong for family housing, including two- and three-bedroom properties.

Average rents in Kent also increased by 5% year-on-year. The report points to transport links into London and demand for new-build homes as factors supporting the market.

Rental growth has also continued across the North West and Yorkshire, where average monthly rents increased by 5% to £1,215 and £1,283 respectively.

In the North West, demand has strengthened in rural and semi-rural towns between Liverpool and Manchester. Lomond said tenants are increasingly seeking a combination of affordability, lifestyle and access to major employment centres.

The report also suggests Manchester’s position as an economic centre could strengthen further under an Andy Burnham-led government.

Yorkshire recorded higher numbers of tenants moving into properties than during the same period last year. Two- and three-bedroom terraced and semi-detached homes remain among the region’s most sought-after rental properties.

John Ennis, chief revenue officer, Lomond, said: “Our insights report shows that the rental market remains resilient, but affordability continues to be a key consideration for many households. With tenants now spending almost a third of their annual income on rent, the importance of delivering well-managed, high-quality homes in the right locations has never been greater.

“What we’re seeing across the UK is not a slowdown in demand, but a shift in renter priorities, with tenants increasingly focused on long-term value. At the same time, landlords are adapting to a changing regulatory landscape, with the Renters’ Rights Act encouraging a greater emphasis on sustainable, long-term tenancies. Success in this market is no longer simply about filling a property quickly, but matching the right tenant with the right home and creating tenancies that work for everyone involved.

“What remains consistent is a continued appeal for high-quality rental accommodation in locations that offer a compelling balance of affordability, connectivity and lifestyle.”