Reform UK has been leading Labour and the Tories in the opinion polls for a sustained period, but critics of Nigel Farage’s party might expect its supporters to come from a specific group. However, stunning new poll data shows the insurgent force in UK politics is being backed by all sorts of Brits.

Data from More In Common shows that Reform is leading way in eight out of 14 unusual polls. The pollsters categorised voters by where they were going on holiday, what sport they looked forward to watching, and even by whether they liked beer gardens; the results may make Sir Keir Starmer and Kemi Badenoch sweat.

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Ed Miliband admits he could lose seat to Nigel Farage’s Reform UK

Comments

Nigel Farage delivers new blow to Labour and Tories ahead of crunch Scottish by-election

Comments

Nigel Farage to issue huge challenge to Keir Starmer in major speech

Comments

Nigel Farage warns ‘it’s over’ as new map shows Tories with just 10 seats in Commons

Comments

Bridget Phillipson skewered in Sky News grilling as winter fuel U-turn detail confirmed

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Keir Starmer is ‘finished’ says BBC star after ‘catastrophic’ on-air moment

Comments

Keir Starmer left squirming as GB News reporter asks awkward Nigel Farage question

Comments

I was in the room for Keir Starmer’s Farage-bashing speech – PM is taking one massive risk

Comments

‘He’s terrified!’ Nigel Farage issues savage verdict on Keir Starmer after attacks

Comments

Nigel Farage unveils major policy in bid to boost Brexit Britain

Comments

New Reform MP blasts ‘rattled’ Keir Starmer after Nigel Farage rant

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Humiliation for SNP as Nigel Farage’s Reform UK now level in shock new by-election poll

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I worked with Alex Salmond – here’s how I think Reform UK are doing in Scotland

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Labour MP launches furious GB News rant at Nigel Farage over major Reform plan

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Nigel Farage to issue huge challenge to Keir Starmer in major speech

Comments

Nigel Farage warns ‘it’s over’ as new map shows Tories with just 10 seats in Commons

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Bridget Phillipson skewered in Sky News grilling as winter fuel U-turn detail confirmed

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Keir Starmer is ‘finished’ says BBC star after ‘catastrophic’ on-air moment

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So what types of Brits is Reform leading among?

• Going abroad to a European country;
• Going abroad to a non-European country;
• Watching Wimbledon on the TV;
• Watching the British Grand Prix;
• Watching the 2025 Women’s Rugby World Cup;
• Holidaying in the UK;
• Having a barbecue;
• Sitting in a pub garden.

Incredibly, the party are even second choice among those going to Glastonbury Festival.

The party’s former communications chief, Gawain Towler, seemed unimpressed by the findings. He said: “Holidaying in the UK and sitting in a pub garden with wide Reform UK leads… [That] figures.”

However, More In Common’s associate director Ed Hodgson, maintained that the results were indicative of the breadth of Reform’s appeal.

He said: “While this polling is mostly a bit of fun, it does reveal how ‘normal’ Reform voters have become.

“All the most popular summer activities are dominated by Reform voters, while every other party just does well in their niche like cold water swimming or Tour de France. In Britain, voters have traditionally voted along class lines – and this polling shows how many of those boundaries are now blurring,” he added.

“The Wimbledon finding is particularly striking… often seen as a marker of middle-class Britain, Wimbledon’s audience doesn’t fit the caricature of Reform’s base.”

He added: “Among Glastonbury watchers, Reform are in second place – a significant shift for a festival that once epitomised Britain’s most progressive groups.”