"While some areas are still within reach for renters, many renters are struggling to keep up with rising costs that far exceed their wages. This isn’t just a problem for individuals, it impacts local economies and communities as a whole"
- Nathan Blackler - Go Compare
65% of Britain has average rental costs above what is considered affordable for a typical single tenant in the area, with average monthly rental prices rising by 26% in just five years to sit at £1,286 .
The data comes from a recent study by Go.Compare Home Insurance, which analysed rental costs in 330 areas across Great Britain to reveal where rent is the most and least affordable for the average tenant, based on their income.
London continues to dominate the list of the most unaffordable locations for renters. Notably, Kensington and Chelsea tops the list, where single tenants require a staggering annual salary of £136,720 to afford the average rent of £41,016 per year. Westminster follows closely behind, with a required salary of £123,960 to cover an average rent of £3,099 per month.
The least affordable areas outside of London:
| Area | Salary Needed | Average rental price (annual) | |
| 1 | Elmbridge | £72,880 | £21,864 |
| 2 | Bristol | £70,520 | £21,156 |
| 3 | St Albans | £70,320 | £21,096 |
| 4 | Brighton and Hove | £69,760 |
£20,928 |
| 5 | Watford | £67,760 | £20,328 |
Beyond London, areas like Elmbridge and Brighton and Hove are also home to steep rental costs, the insurance comparison site has found, requiring around £70,000 a year to maintain affordability.
In contrast, the research also identifies the most affordable areas for renters, where costs are significantly lower. Dumfries and Galloway is crowned the most affordable, requiring a single salary of just £19,320 to pay an average monthly rent of £483. Following closely is Hartlepool, where a salary of £21,360 covers the average rent of £534 per month.
Nathan Blackler, home insurance expert at Go.Compare, said: “The huge differences in rental prices across Britain really highlight the urgent need for affordable housing solutions. While some areas are still within reach for renters, many renters are struggling to keep up with rising costs that far exceed their wages. This isn’t just a problem for individuals, it impacts local economies and communities as a whole.
“When tenants are forced to choose between paying rent and other essentials, the ripple effect can be felt throughout neighbourhoods, leading to increased financial stress and instability. As a result, renters might look to cut costs in other important areas like contents insurance, thinking they can’t afford it. But, this could sadly leave them vulnerable to unexpected events.”
