Average rents across the UK have risen by 4.3% over the past year to £1,369 a month, with tenants now spending 32.7% of their annual income on rent, according to new research from Lomond.
The lettings and sales agency network's Summer 2026 Quarterly Insights report found that affordability remains a key consideration for renters, while demand continues to vary across regions and property types.
London remains the most expensive rental market, with average rents reaching £2,418 a month, 76% above the UK average.
According to Goodlord and LomondIQ data included in the report, the average UK renter is now 31.5 years old. Scotland has the youngest renters, with an average age of 25, which Lomond attributed to its large student population.
The report also highlighted increased activity in Kent, where the number of tenancies agreed rose by 121% compared with the previous year. Two and three bedroom properties continue to attract demand in the region, particularly family homes.
Average rents in Kent increased by 5% year on year, with Lomond reporting continued demand from commuters and interest in new build properties.
Rents also increased by 5% in both the North West and Yorkshire, reaching averages of £1,215 and £1,283 a month respectively.
Lomond said rural and semi rural towns between Liverpool and Manchester were attracting increased tenant demand, while two and three bedroom terraced and semi detached properties were among the most sought after homes in Yorkshire.
The report comes as landlords and letting agents adapt to changes under the Renters' Rights Act, including the move towards periodic tenancies.
John Ennis, chief revenue officer at 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."
