Small-town market profile · Arizona
Nogales, AZ area market data
How the Nogales area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 50,020
- +4.8% since 2020
- Households
- 16,966
- Median household income
- $55,217
- +33.8% vs. 2015–2019, before inflation
- Median home value
- $233,000
- Jobs located here
- 12,313
- Highest market score
- 85
- Doctors, dentists and clinics, #10 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Nogales area by name and distance, and the households and spending within reach. Or open the report at the center of the Nogales area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
The Nogales area has an estimated 50,020 people and 16,966 households. Population estimates put the population change in the Nogales area from 2020 to 2025 at +4.8%, faster than the U.S. (+3.1%). Median household income in the Nogales area is $55,217, 32% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 33.8%, before inflation.
Relative to the U.S., household spending in the Nogales area runs highest on vehicle maintenance and repairs (an index of 112, where 100 is the U.S. average) and lowest on clothing, shoes and related services (72).
Of the business types scored in the Nogales area, medical and dental practices (85), auto repair and car care businesses (82) and auto repair shops (79) have the highest Groundwork market scores. For medical and dental practices, that ranks #10 of 538 scored small-town markets.
The Nogales area is made up of one county, Santa Cruz County. Against the U.S., map listings per household run highest for grocery and convenience stores (2.7 times the U.S. rate) and lowest for medical and dental practices (74% below the U.S. rate).
All 56 business types in the Nogales area
Highest Groundwork market score first. Each score compares the Nogales area with other small-town markets for that business type, from 0 to 100. Spending per listing divides a whole spending line (all vehicle repairs, all eating out) by one type’s listings: the demand for each competitor, not a business’s revenue. Compare it across markets with its index, where 100 is the U.S. figure for the same type; the real estate types, whose line is all housing costs, show the index only. How the score works.
| Business type | Score | Rank among small-town markets | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Doctors, dentists and clinics | 85 | #10 of 538 | 37 | 21.8 | $496K | 326 | 18 |
| Auto repair and car care | 82 | #15 of 538 | 47 | 27.7 | $389K | 145 | 23 |
| Auto repair shops | 79 | #24 of 538 | 23 | 13.6 | $794K | 179 | 18 |
| Pet businesses | 78 | #20 of 527 | 16 | 9.4 | $816K | 93 | 4 |
| Gas stations | 78 | #36 of 536 | 18 | 10.6 | $2.7M | 113 | 18 |
| Spas and skin care | 75 | #24 of 504 | 7 | 4.1 | $2M | 230 | Under 3 |
| Home repair trades | 71 | #43 of 526 | 11 | 6.5 | $3.6M | 149 | 18 |
| Hair salons | 71 | #51 of 538 | 27 | 15.9 | $521K | 121 | 5 |
| Salons, barbers and spas | 69 | #56 of 538 | 42 | 24.8 | $335K | 158 | 10 |
| Martial arts and dance studios | 68 | #60 of 378 | 6 | 3.5 | $2.1M | 103 | Under 3 |
| Child care and preschools | 67 | #100 of 454 | 9 | 5.3 | $833K | 83 | 8 |
| Convenience stores | 67 | #107 of 529 | 11 | 6.5 | $8.3M | 105 | Under 3 |
| Tire shops | 66 | #105 of 431 | 7 | 4.1 | $2.6M | 104 | 4 |
| Veterinarians | 63 | #108 of 398 | 7 | 4.1 | $1.9M | 69 | 4 |
| HVAC and plumbing | 62 | #113 of 476 | 8 | 4.7 | $5M | 104 | 11 |
| Barbershops | 61 | #118 of 377 | 5 | 2.9 | $2.8M | 149 | 3 |
| Pizza | 60 | #153 of 520 | 12 | 7.1 | $4.5M | 89 | 28 |
| Insurance agencies | 59 | #192 of 537 | 23 | 13.6 | $1.5M | 121 | 18 |
| Coffee shops and cafes | 57 | #194 of 529 | 14 | 8.3 | $3.9M | 104 | 7 |
| Fast food and sandwich shops | 55 | #235 of 537 | 22 | 13.0 | $2.5M | 80 | 28 |
| Real estate agents and brokers | 54 | #209 of 533 | 37 | 21.8 | Index only | 129 | 11 |
| Bakeries and dessert shops | 54 | #215 of 507 | 13 | 7.7 | $4.2M | 100 | 7 |
| Real estate | 53 | #232 of 536 | 43 | 25.3 | Index only | 140 | 23 |
| Yoga, Pilates and fitness studios | 46 | #70 of 112 | 6 | 3.5 | $2.1M | 51 | Under 3 |
| Gyms | 46 | #302 of 506 | 16 | 9.4 | $777K | 60 | Under 3 |
| Gyms, studios and classes | 45 | #342 of 535 | 28 | 16.5 | $444K | 67 | Under 3 |
| Restaurants and cafes | 37 | #401 of 538 | 195 | 114.9 | $277K | 75 | 72 |
| Grocery and convenience stores | 34 | #429 of 538 | 86 | 50.7 | $1.1M | 31 | 10 |
| Sit-down restaurants | 34 | #434 of 538 | 99 | 58.4 | $545K | 82 | 37 |
| Grocery stores | 30 | #429 of 506 | 29 | 17.1 | $3.1M | 34 | 8 |
| Clothing, shoes and laundry | 21 | #506 of 536 | 58 | 34.2 | $436K | 49 | 30 |
| Clothing and shoe stores | 20 | #508 of 536 | 50 | 29.5 | $505K | 40 | 30 |
| Car washes and detailing | Not scored | Not scored | 4 | 2.4 | $4.6M | 181 | Under 3 |
| Dentists and orthodontists | Not scored | Not scored | 4 | 2.4 | $4.6M | 467 | 4 |
| Lawn, cleaning and pest control | Not scored | Not scored | 4 | 2.4 | $4.7M | 278 | 11 |
| Optometrists and eye care | Not scored | Not scored | 4 | 2.4 | $4.6M | 147 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 2.4 | $3.3M | 128 | Under 3 |
| Property management | Not scored | Not scored | 4 | 2.4 | Index only | 117 | 10 |
| Dry cleaners | Not scored | Not scored | 3 | 1.8 | $8.4M | 54 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 1.8 | $4.4M | 96 | Under 3 |
| Physical therapy | Not scored | Not scored | 3 | 1.8 | $6.1M | 255 | 3 |
| Electricians | Not scored | Not scored | 2 | 1.2 | $19.8M | Too few | 7 |
| Funeral homes | Not scored | Not scored | 2 | 1.2 | $1.4M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 1.2 | $9.3M | Too few | 4 |
| Nail salons | Not scored | Not scored | 2 | 1.2 | $7M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.2 | $9.3M | Too few | 4 |
| Collision repair and body shops | Not scored | Not scored | 1 | 0.6 | $18.3M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 0.6 | $25.3M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $18.3M | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 1 | 0.6 | $18.4M | Too few | 11 |
| Roofing and gutters | Not scored | Not scored | 1 | 0.6 | $39.7M | Too few | Under 3 |
| Chiropractors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Nogales area
What households here spend in a year on each line, in total and per household, with the index against the U.S. average (100).
| Spending line | A year, all households | Per household | Index vs. U.S. (100) |
|---|---|---|---|
| Vehicle maintenance and repairs | $18.3M | $1,076 | 112 |
| Gasoline and other fuels | $48.7M | $2,871 | 111 |
| Food away from home | $54M | $3,182 | 78 |
| Groceries | $90.9M | $5,356 | 85 |
| Personal care products and services | $14.1M | $830 | 83 |
| Child care and other personal services | $7.5M | $442 | 76 |
| Memberships, classes and admissions | $12.4M | $733 | 75 |
| Medical and dental services | $18.4M | $1,083 | 84 |
| Pets | $13.1M | $770 | 85 |
| Clothing, shoes and related services | $25.3M | $1,490 | 72 |
| Vehicle insurance | $34.8M | $2,054 | 105 |
| Home repairs, maintenance and insurance | $39.7M | $2,340 | 78 |
| Lawn care, cleaning and other household services | $18.7M | $1,100 | 78 |
| Rent and homeowner costs | $260.9M | $15,376 | 92 |
Household spending is estimated from the incomes of the households in each neighborhood, using what households at each income spent nationally in 2024, adjusted for the region. It counts what residents spend, wherever they spend it.
Population and households in the Nogales area
- Population, 2025 estimate
- 50,020+4.8% since 2020
- Households
- 16,966
- Median age
- 38.7
- Homes lived in by their owners
- 69%
- Vehicles per household
- 2.0
- Land area
- 1,236 sq. mi.
- People per square mile
- 40
- Median household income
- $55,217+33.8% vs. 2015–2019, before inflation
- Average household income
- $71,913
- Median home value
- $233,000
- Jobs located here
- 12,313
- Daytime population
- 42,829Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Nogales area?
These figures cover the whole small-town market. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of the Nogales area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Counties in the Nogales area 1
- Santa Cruz County, AZ48,926 people
Other markets based in Arizona 10
- Phoenix-Mesa-Chandler, AZ metro area5,028,754 people
- Tucson, AZ metro area1,060,490 people
- Prescott Valley-Prescott, AZ metro area245,480 people
- Lake Havasu City-Kingman, AZ metro area220,517 people
- Yuma, AZ metro area211,741 people
- Flagstaff, AZ metro area144,508 people
- Sierra Vista-Douglas, AZ metro area125,566 people
- Show Low, AZ area108,415 people
- Payson, AZ area53,795 people
- Safford, AZ area39,232 people
Questions
How fast is the Nogales, AZ area growing?
Population estimates put the Nogales area at 50,020 people in 2025, up 4.8% since 2020, faster than the U.S. (+3.1%). It has 16,966 households. Median household income rose 33.8% from the 2015–2019 survey, before inflation.
How much do households in the Nogales, AZ area spend?
Households in the Nogales area spend about $260.9M a year on rent and homeowner costs, $90.9M on groceries and $54M on food away from home. Set against the U.S., households in the Nogales area spend the most on vehicle maintenance and repairs (an index of 112, where 100 is the U.S. average) and the least on clothing, shoes and related services (72).
Which business types have the highest market scores in the Nogales, AZ area?
The highest Groundwork market scores in the Nogales area are for medical and dental practices (85), auto repair and car care businesses (82) and auto repair shops (79). The Nogales area ranks #10 of 538 scored small-town markets for medical and dental practices.
How does the Nogales, AZ area compare with the U.S.?
The median household income in the Nogales area is $55,217 a year, 32% below the U.S. median of $80,734. The population rose 4.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $233,000, against $332,700 for the U.S. For its number of households, the Nogales area has the most map listings, relative to the U.S., for grocery and convenience stores (2.7 times the U.S. rate) and the fewest for medical and dental practices (74% below the U.S. rate).
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. 32 of the 56 business types have a score in the Nogales area, each ranked against other small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Nogales area. It maps the competitors on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
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Screening a site or an acquisition in the Nogales area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Nogales area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.