MoneySuperMarket, Martin Lewis and the Question of Where Brits Want Their Ashes Scattered
Confession first.
I do like Martin Lewis. Or rather, what Martin Lewis represents. MoneySuperMarket, at its best, feels as though it’s on the side of the average person in the street. Yes, it exists to sell financial products — insurance very much included — but it usually does so with a consumer-first tone that’s hard to dislike.
So when MoneySuperMarket (let’s be honest, one of Martin’s many hordes) ventured into the world of scattering ashes, it caught my attention.
A recently carried-out nationwide survey of 1,000 UK adults explored where people would like their ashes scattered. The obvious question is why this survey exists at all. And the honest answer is equally obvious: content, clicks, and commercial relevance.
Still, the real question for those of us in the memorial world is this:
Can anything genuinely useful be gleaned from the data?
Where Brits Want Their Ashes Scattered in the UK
The first dataset is straightforward — and quietly revealing.
When respondents were asked where they’d like their ashes scattered, the results showed a clear emotional pattern.
Top five preferred UK locations:
| Rank | Location | % of Brits |
|---|---|---|
| 1 | Beach | 17% |
| 2 | Sea or Lake | 17% |
| 3 | Memorial Garden / Churchyard | 14% |
| 4 | Countryside Walk / Park | 13% |
| 5 | Favourite Family Spot | 11% |
On the surface, there’s nothing dramatic here — but look a little closer and something important emerges.
Water dominates.
Combine beaches, sea and lakes and you arrive at 34% — a full third of respondents favouring a water-based farewell. That’s significant. Ten years ago, comparable figures hovered closer to 20%.
Water scattering is not just popular — it’s trending upward.
Why water?
In my view, there are several reasons:
Simplicity – often no formal permission required
Continuity – water remains, moves, returns
Symbolism – it feels like release rather than containment
Tone – powerful without being morbid, meaningful without being heavy
For many families, water offers a memorial space that feels alive rather than fixed.
The Overseas Question — And Why the Data Is Problematic
The second dataset asks a more intriguing question:
Which country do people want their ashes scattered in?
It’s not a question often explored in UK-based surveys, and it’s here that presentation becomes… questionable.
MoneySuperMarket presents the results as a ranking:
1️⃣ United Kingdom
2️⃣ Southern Europe
3️⃣ Caribbean
4️⃣ Northern Europe
5️⃣ United States of America
At first glance, this creates a neat headline:
“Southern Europe is the most popular overseas location for scattering ashes.”
And yes — it makes for excellent clickbait.
But rankings create false parity. They imply comparable levels of demand between categories, when in reality that almost certainly isn’t the case.
Based on long-standing industry data and lived experience, around 90% of families either choose — or eventually default to — local UK scattering. Reasons are obvious:
Proximity
Emotional resonance
Practicality
Cost
Legal complexity
So while Southern Europe may top the overseas list, that doesn’t mean “loads of people” actually follow through with it.
The ranking format smooths over that reality — intentionally or otherwise.
The Practical Reality: Laws, Logistics and Limits
Where the article does add genuine value is in briefly touching on the obstacles of overseas scattering — something families often underestimate.
A few examples highlighted:
Spain: Scattering ashes in public spaces — including at sea — is generally not permitted without specific authorisation.
USA: Ashes must be scattered at least three nautical miles offshore, with strict maritime rules.
Jamaica: A Transit Permit is required simply to travel with ashes.
These are not minor footnotes. They are the difference between a meaningful ceremony and a stressful, expensive disappointment.
🌿 Final Thought
Some want the quiet hush of a British beach at dawn.
Others imagine Mediterranean waves glowing under an orange sunset.
But wherever the setting — Devon, Dorset or the Costa del Sol — what families truly want is a farewell that feels right.
And if you’re going to do it, do it properly.
- consider ceremony set.
- suitable water urn or scatter tube.
- moment that honours the person, not just the plan.
Because scattering ashes isn’t about geography.
It’s about meaning.
And if you want to see the original post – MoneySuperMarket