Is Sugar Dating Popular in the UK? What the Numbers Say

Sugar dating is quietly becoming a popular mainstream dating culture in the UK. Today, more than before, young people are seeking lifestyle upgrades and financial relief that sugar dating offers. Besides, the resources and exposure sugar dating promises are hard to resist. However, as sugar dating gains popularity, one question remains: Is it merely a subculture or a growing movement in the country? Surprisingly, data points to rapid growth. In this article, we’ll examine the statistics on sugar dating in the UK. Please keep reading to learn more.

Surging Popularity among UK University Students

At the center of the sugar dating trend are university students, whose data shows that they are its key driver. Most students are in it for the financial cushion it offers, with some indulging in it for the fun it brings, while others seek to stay afloat in their studies. UK universities aren’t often affordable for students. The annual cost of an undergraduate degree in Wales and England is expected to rise to£9,535 from£9,250 in August 2025. This amount can be suffocating to students who barely make ends meet.

Sugar dating offers a way out for most UK university students as it promises excellent financial returns. Hundreds of students register on dating sites annually. 3% of UK students going up to 4% during financial crises) turned to sex work due to financial pressure. Out of this student population, 14% have used sugar dating to help make ends meet during their studies.

But while sugar dating helps foot the bills, some don’t pick it as an indulgence that pays their tuition alone. Most UK sugar babies chase high-end lifestyles by dating well-to-do 40-year-olds. Others do it for the exposure to career elevations, mentorships, and connections that sugar daddies offer.

Real Income Data: A Lucrative Option for Some

Sugar dating promises serious money, and it has become a lucrative option for some. Most people are in for the financial boost it offers. According to surveys, higher education students find sugar dating a practical alternative avenue to earning money and paying their bills. And truthfully, this dating niche does get them well sorted out.

For example, a sugar baby earns approximately £2,300 per month on average, which amounts to £27,600 in annual earnings. A student paying the average tuition amount has way more left to cater to their other needs.

Some sugar babies make way more than that. Chloe Amour, a 32-year-old proud sugar baby, told The Sun, UK edition in 2024 that she had earned up to £360,000. While most sugar babies don’t make as much as she does, some clock up to £40,000 depending on the nature of their sugar dating arrangements. Most sugar daddies are company owners or CEOs in globally renowned companies, which explains why they’re willing to splurge on experiences in exchange for some fun.

City-by-City Breakdown: Where It’s Hot

Three UK cities, including Manchester, London, and Birmingham, take the spotlight among the many cities in the country for high sugar dating activity. Still, Leeds, Belfast, and Edinburgh are steadily becoming significant hubs for sugar dating. Here’s a deeper look:

London

With the highest number of sugar daddies, London is the only city that has consistently held the top spot as the best for sugar dating. This city needs no introduction: it is England’s capital and the wealthiest, offering exciting activities such as luxury shopping and high-end restaurants that cater to the preferences of sugar babies. Figures from 2020 showed that over 100,800 sugar daddies and 278,000 sugar babies circle the city, and the number could be higher in 2025.

Manchester

Students love studying in Manchester’s tertiary institutions. The city had 123,950 students during the 2022/2023 academic year due to its housing affordability and high-end universities. Additionally, the city’s growing business potential makes it a destination for wealthy CEOs and business executives. Data show that over 48,000 sugar babies live and study in the city.

Birmingham

Birmingham also earns a spot in the top mentions regarding the hottest cities for sugar dating. With over 46,000 sugar babies and more than 24,700 sugar daddies, the City of a Thousand Trades is quickly becoming the hotspot for sugar dating. Additionally, with the burgeoning student population and growing business activities, this city has been around for a while.

However, sugar dating extends far beyond these three cities. Leeds, Edinburgh, and Belfast are also notable mentions, with their popularity on the rise. Increasing numbers of students and young professionals continue to explore alternative financial arrangements in these rapidly growing urban hubs.

TikTok & Digital Influence Driving Visibility

The digital space and the resulting virality have taken sugar dating out of the shadows. TikTok, in particular, has become the driving force in popularising sugar dating in the UK over the past three years. The hashtag #SugarBaby has surpassed 720 million views as of mid-2025, highlighting this dating niche’s increasing popularity.

Young people in the UK are discovering sugar dating through viral content on social media platforms. Social media has a 98% reach among millennials and Gen Z, meaning that at least every young person stands a good chance of encountering sugar dating every day. What escalates the spread is the rise of influencers who openly display their sugar baby lifestyle, including the gifts and luxury trips sugar daddies pamper them with.

With such a humongous digital influence and storytime trends driving visibility, more young people are likely to learn about and try sugar dating. As a result, the number of young individuals signing up for sugar dating accounts may rise.

Conclusion

Sugar dating is becoming increasingly popular and is experiencing a surge in the UK. More students are joining as the influence continues to reach an increasing number of students across the country. Cities like London, Manchester, and Birmingham are among the most notable for sugar dating. That’s because, as they grow into reputable business hubs, these cities attract numerous students across their campuses. Social media also continues to play an active role in initiating more young people into sugar dating. As sites like TikTok and Instagram become mainstream, and university tuition remains high, the influence of sugar daddies is expected to grow as a result.