Rightmove search data redraws London housing demand as a 'pear' as buyers push beyond the 'banana'

Rightmove's latest search data suggests house-hunters are favouring neighbourhoods outside the so-called "London banana," forming what the portal describes as a more affordable "London pear." The property portal's ranking of the 10 most-searched London areas by buyers shows only two fall within the boundaries of the viral banana map, underscoring a shift in demand toward lower-cost suburban markets.

"While the viral banana map has captured imaginations, our recent data shows that buyers are drawn to areas outside its curve. Affordability is a key driver, with many of the most in-demand locations offering better value than the London average," said Colleen Babcock, Rightmove’s property expert. "It’s a reminder that buyer interest doesn’t always follow the trend, it follows the opportunity."

Rightmove's top 10 most-searched locations and their average asking prices are: Docklands £551,551; Hackney £671,717; Islington £818,293; Sutton £496,748; Walthamstow £534,159; Orpington £593,478; Romford £424,076; Croydon £395,423; Bromley £575,922; and Battersea £992,370. The Docklands, with an average asking price below Rightmove's London average of £666,983, topped the list as the hottest spot for buyers.

Only Islington and Battersea from the top 10 lie within the boundaries of the "London banana," a swooping curve drawn earlier this year by Tel Aviv–based author Saul Sadka to denote the capital's most desirable, affluent and low-crime postcode sectors. The banana map provoked debate among residents and commentators, with critics noting that many traditionally sought-after neighbourhoods such as Chiswick, Dulwich and Stoke Newington sit outside the curve.

Estate agents and market observers said affordability and changing buyer priorities help explain the shift. "People are looking for value, and they are willing to move out much further to get what they want," said Matt Thompson, head of sales at Chestertons. Thompson added that the London market has become more transient as buyers are prepared to travel farther from central quarters to secure larger or better-value homes.

That tendency is reflected in demand for outer-London locations formerly regarded as commuter towns. Romford, 14 miles northeast of Charing Cross and once part of Essex, and south London suburbs such as Sutton and Croydon feature among the most searched areas, each showing average asking prices notably below the London mean.

Dominic Agace, chief executive of Winkworth, said people form their own view of desirable London depending on priorities such as architecture, green space or nightlife. He suggested the Rightmove list may point to areas "to watch" as younger buyers seeking affordability and vibrant local scenes reshape popularity patterns. "While the banana shows some lovely London neighbourhoods, Rightmove's list may show the future ones to watch, offering good affordability and this is where many young people will be drawn to, creating the vibrancy these areas offer," Agace said.

Analysts also point to demographic factors. Many first-time buyers in London are entering the market later — surveys have placed the average London first-time buyer age in the early 30s — and are more likely to aim for family-sized homes rather than starter one-bed flats. The higher costs and disruption of repeated moves lead some buyers to prioritise space and long-term suitability, even if that means living farther from central neighbourhoods.

The broader housing market context, including higher mortgage rates in recent years, has heightened the importance of finding affordable listings. Market participants said that price sensitivity, combined with improvements in transport and local amenities across outer boroughs, has narrowed the gap between central and peripheral neighbourhoods in buyers' perceptions.

Rightmove's findings do not erase the prestige or demand that attach to many central and west London addresses, but they underscore a measurable pattern of search interest gravitating toward more affordable parts of the city. That pattern could influence where buyers, developers and agents focus attention in the months ahead as affordability remains a dominant factor shaping the London housing market.