The latest rental data from Propertymark points to a seasonal cooling across much of the UK, with average rents falling month on month in most regions as post-Christmas demand eases.
The biggest drops were recorded in the North East, South West, Yorkshire and Humberside, and Wales. However, lower rents have yet to translate into meaningful affordability gains, with salary requirements to rent remaining largely unchanged — and still rising in some areas.
London bucked the wider trend, posting a month-on-month increase in rents, despite a slight easing in income thresholds.
The figures highlight a fragmented market, where national averages conceal sharp regional shifts and uneven pressure on renters.
January 2026:
| Location | Average rental price | Representative average annual salary needed to secure the average-priced home (before tax and any deductions) |
| Scotland | £1,042 | £31,260 |
| Northern Ireland | £913 | £27,390 |
| Wales | £1,037 | £31,110 |
| East Midlands | £993 | £29,790 |
| East of England | £1,324 | £39,720 |
| London (inner and outer London) | £2,204 | £66,120 |
| North East | £894 | £26,820 |
| North West | £1,072 | £32,160 |
| South East | £1,491 | £44,730 |
| South West | £1,363 | £40,890 |
| West Midlands | £1,054 | £31,620 |
| Yorkshire and Humberside | £955 | £28,650 |
January 2025:
| Location | Average rental price | Representative average annual salary needed to secure the average-priced home (before tax and any deductions) |
| Scotland | £1,054 | £31,620 |
| Northern Ireland | £884 | £26,520 |
| Wales | £1,002 | £30,060 |
| East Midlands | £997 | £29,910 |
| East of England | £1,344 | £40,320 |
| London (inner and outer London) | £2,217 | £66,510 |
| North East | £916 | £27,480 |
| North West | £1,060 | £31,800 |
| South East | £1,503 | £45,090 |
| South West | £1,395 | £41,850 |
| West Midlands | £1,049 | £31,470 |
| Yorkshire and Humberside | £947 | £28,410 |
Change seen in the average salary required year on year:
Average monthly rental price month-on-month comparison (December 2025 – January 2026):
| Location | Average monthly rental price – December 2025 | Average monthly rental price – January 2026 | Percentage change (difference from Dec to Jan) |
| Scotland | £1,039 | £1,042 | +0.29% |
| Northern Ireland | £945 | £913 | −3.39% |
| Wales | £1,104 | £1,037 | −6.07% |
| East Midlands | £1,044 | £993 | −4.89% |
| East of England | £1,322 | £1,324 | +0.15% |
| London (inner and outer London) | £2,125 | £2,204 | +3.72% |
| North East | £993 | £894 | −9.97% |
| North West | £1,121 | £1,072 | −4.37% |
| South East | £1,536 | £1,491 | −2.93% |
| South West | £1,483 | £1,363 | −8.09% |
| West Midlands | £1,087 | £1,054 | −3.04% |
| Yorkshire and Humberside | £1,031 | £955 | −7.37% |
Megan Eighteen, president of ARLA Propertymark (Association of Residential Letting Agents), said: “January’s data points to a rental market that is clearly responding to seasonal demand dynamics, with widespread month-on-month rent reductions signalling increased price sensitivity among tenants and a softening of competition in many regions. However, this short-term easing should be viewed in context.
“Despite notable monthly declines, the annual salary required to secure a rental property has remained broadly stable or increased in several areas, underlining that affordability pressures remain deeply embedded. Structural issues, particularly constrained supply, continue to limit the extent to which falling rents can deliver sustained relief for renters.
“As a result, January’s figures reflect a pause rather than a turning point. While renters in some regions may experience temporary breathing space, lasting improvements in affordability will depend on increased rental stock and more balanced supply-and-demand conditions, rather than seasonal fluctuations alone.”
