Metro area profile · California
Napa, CA metro area market data
Population, household spending and competition for 56 business types in the Napa metro area, each scored against other metro areas.
- Population, 2025
- 132,949
- −3.3% since 2020
- Households
- 49,763
- Median household income
- $111,471
- +25.8% vs. 2015–2019, before inflation
- Median home value
- $869,500
- Jobs located here
- 76,014
- Highest market score
- 75
- Pet stores, #21 of 382 scored metro areas
A site report maps the competitors on map listings around any address in the Napa metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Napa metro 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
An estimated 132,949 people live in the Napa metro area, in 49,763 households. Population estimates put the population change in the Napa metro area from 2020 to 2025 at −3.3%, against +3.1% for the U.S. The median household income in the Napa metro area is $111,471 a year, 38% above the U.S. median of $80,734. That rose 25.8% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Napa metro area spend the most on child care and other personal services (an index of 168, where 100 is the U.S. average) and the least on vehicle insurance (104, still above the U.S.).
The highest Groundwork market scores in the Napa metro area are for pet stores (75), pizza places (74) and fast food and sandwich shops (73). The Napa metro area ranks #21 of 382 scored metro areas for pet stores.
The Napa metro area is made up of one county, Napa County. For its number of households, the Napa metro area has the most map listings, relative to the U.S., for restaurants and cafes (3.4 times the U.S. rate) and the fewest for car washes and detailers (37% below the U.S. rate).
All 56 business types in the Napa metro area
Highest Groundwork market score first. Each score compares the Napa metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Pet stores | 75 | #21 of 382 | 6 | 1.2 | $10.2M | 226 | 3 |
| Pizza | 74 | #34 of 387 | 32 | 6.4 | $7.6M | 149 | 87 |
| Fast food and sandwich shops | 73 | #53 of 387 | 58 | 11.7 | $4.2M | 137 | 87 |
| Hair salons | 69 | #36 of 387 | 113 | 22.7 | $537K | 125 | 20 |
| Optometrists and eye care | 69 | #48 of 386 | 16 | 3.2 | $4.8M | 154 | 7 |
| Auto repair and car care | 69 | #58 of 387 | 134 | 26.9 | $449K | 167 | 70 |
| Tire shops | 69 | #67 of 386 | 13 | 2.6 | $4.6M | 185 | 7 |
| Auto repair shops | 68 | #61 of 387 | 81 | 16.3 | $743K | 167 | 50 |
| Physical therapy | 68 | #68 of 386 | 21 | 4.2 | $3.7M | 153 | 16 |
| Car washes and detailing | 67 | #63 of 387 | 12 | 2.4 | $5M | 199 | 8 |
| Barbershops | 65 | #78 of 387 | 22 | 4.4 | $2.8M | 146 | Under 3 |
| Collision repair and body shops | 65 | #91 of 381 | 12 | 2.4 | $5M | 163 | 13 |
| Funeral homes | 64 | #98 of 377 | 9 | 1.8 | $1M | 150 | Under 3 |
| HVAC and plumbing | 61 | #103 of 387 | 26 | 5.2 | $6.6M | 139 | 47 |
| Roofing and gutters | 60 | #112 of 381 | 14 | 2.8 | $12.2M | 145 | 11 |
| Gas stations | 59 | #130 of 387 | 47 | 9.4 | $3.1M | 129 | 38 |
| Home repair trades | 57 | #130 of 387 | 57 | 11.5 | $3M | 124 | 102 |
| Pet businesses | 56 | #144 of 387 | 43 | 8.6 | $1.4M | 163 | 41 |
| Pet grooming and boarding | 56 | #146 of 386 | 14 | 2.8 | $4.4M | 172 | 15 |
| Child care and preschools | 56 | #151 of 387 | 31 | 6.2 | $1.6M | 157 | 43 |
| Convenience stores | 55 | #165 of 387 | 31 | 6.2 | $10.9M | 139 | 20 |
| Gyms | 54 | #148 of 387 | 43 | 8.6 | $1.8M | 141 | 29 |
| Primary care and pediatrics | 54 | #158 of 387 | 31 | 6.2 | $2.5M | 140 | 92 |
| Property management | 53 | #155 of 374 | 10 | 2.0 | Index only | 188 | 55 |
| Martial arts and dance studios | 52 | #162 of 387 | 32 | 6.4 | $2.5M | 122 | 18 |
| Gyms, studios and classes | 50 | #185 of 387 | 104 | 20.9 | $759K | 115 | 47 |
| Veterinarians | 50 | #196 of 384 | 19 | 3.8 | $3.2M | 119 | 23 |
| Doctors, dentists and clinics | 47 | #210 of 387 | 450 | 90.4 | $172K | 113 | 212 |
| Insurance agencies | 43 | #228 of 387 | 72 | 14.5 | $1.4M | 112 | 48 |
| Lawn, cleaning and pest control | 43 | #229 of 387 | 48 | 9.6 | $1.6M | 98 | 154 |
| Chiropractors | 42 | #250 of 386 | 36 | 7.2 | $2.1M | 90 | 16 |
| Landscaping and lawn care | 41 | #240 of 385 | 29 | 5.8 | $2.7M | 93 | 100 |
| Real estate agents and brokers | 41 | #266 of 387 | 189 | 38.0 | Index only | 101 | 69 |
| Salons, barbers and spas | 40 | #295 of 387 | 287 | 57.7 | $212K | 99 | 69 |
| Home inspectors | 39 | #170 of 243 | 5 | 1.0 | Index only | 80 | 6 |
| Electricians | 38 | #288 of 383 | 17 | 3.4 | $10.1M | 84 | 44 |
| Real estate | 37 | #310 of 387 | 247 | 49.6 | Index only | 98 | 154 |
| Dentists and orthodontists | 34 | #322 of 387 | 79 | 15.9 | $977K | 99 | 81 |
| Grocery and convenience stores | 33 | #307 of 387 | 114 | 22.9 | $3M | 88 | 56 |
| Dry cleaners | 32 | #223 of 272 | 7 | 1.4 | $15.8M | 101 | 11 |
| Coffee shops and cafes | 32 | #329 of 387 | 73 | 14.7 | $3.3M | 90 | 48 |
| Nail salons | 32 | #348 of 387 | 41 | 8.2 | $1.5M | 89 | 26 |
| House cleaning | 30 | #332 of 375 | 16 | 3.2 | $4.9M | 77 | 50 |
| Bakeries and dessert shops | 30 | #340 of 387 | 70 | 14.1 | $3.5M | 83 | 52 |
| Laundromats | 29 | #308 of 364 | 13 | 2.6 | $8.5M | 68 | Under 3 |
| Urgent care and walk-in clinics | 28 | #179 of 197 | 9 | 1.8 | $8.6M | 35 | Under 3 |
| Clothing and shoe stores | 28 | #323 of 387 | 106 | 21.3 | $1M | 82 | 70 |
| Clothing, shoes and laundry | 27 | #334 of 387 | 154 | 30.9 | $717K | 81 | 81 |
| Mortgage brokers and lenders | 27 | #363 of 373 | 43 | 8.6 | Index only | 62 | 13 |
| Grocery stores | 25 | #343 of 387 | 43 | 8.6 | $7.9M | 85 | 36 |
| Sit-down restaurants | 25 | #361 of 387 | 426 | 85.6 | $568K | 86 | 145 |
| Yoga, Pilates and fitness studios | 24 | #337 of 347 | 29 | 5.8 | $2.7M | 67 | 29 |
| Restaurants and cafes | 22 | #368 of 387 | 1,872 | 376.2 | $129K | 35 | 280 |
| Spas and skin care | 22 | #381 of 387 | 108 | 21.7 | $562K | 64 | 22 |
| Pest control | Not scored | Not scored | 3 | 0.6 | $26.3M | 257 | 4 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Napa metro 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 | $60.2M | $1,209 | 126 |
| Gasoline and other fuels | $144.8M | $2,909 | 112 |
| Food away from home | $242M | $4,863 | 119 |
| Groceries | $339.1M | $6,814 | 108 |
| Personal care products and services | $60.7M | $1,220 | 121 |
| Child care and other personal services | $48.7M | $978 | 168 |
| Memberships, classes and admissions | $79M | $1,587 | 161 |
| Medical and dental services | $77.2M | $1,551 | 120 |
| Pets | $61.4M | $1,234 | 136 |
| Clothing, shoes and related services | $110.4M | $2,219 | 108 |
| Vehicle insurance | $101.3M | $2,036 | 104 |
| Home repairs, maintenance and insurance | $171.4M | $3,444 | 114 |
| Lawn care, cleaning and other household services | $78.9M | $1,586 | 112 |
| Rent and homeowner costs | $1B | $20,986 | 126 |
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 Napa metro area
- Population, 2025 estimate
- 132,949−3.3% since 2020
- Households
- 49,763
- Median age
- 43.7
- Homes lived in by their owners
- 63%
- Vehicles per household
- 2.0
- Land area
- 752 sq. mi.
- People per square mile
- 179
- Median household income
- $111,471+25.8% vs. 2015–2019, before inflation
- Average household income
- $161,760
- Median home value
- $869,500
- Jobs located here
- 76,014
- Daytime population
- 143,128Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Napa metro area?
These figures cover the whole metro area. 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 Napa metro 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 Napa metro area 1
- Napa County, CA134,869 people
Other markets based in California 12
- Los Angeles-Long Beach-Anaheim, CA metro area12,974,487 people
- Riverside-San Bernardino-Ontario, CA metro area4,675,704 people
- San Francisco-Oakland-Fremont, CA metro area4,645,029 people
- San Diego-Chula Vista-Carlsbad, CA metro area3,288,774 people
- Sacramento-Roseville-Folsom, CA metro area2,426,388 people
- San Jose-Sunnyvale-Santa Clara, CA metro area1,969,337 people
- Fresno, CA metro area1,177,665 people
- Bakersfield-Delano, CA metro area915,075 people
- Oxnard-Thousand Oaks-Ventura, CA metro area837,469 people
- Stockton-Lodi, CA metro area797,334 people
- Modesto, CA metro area553,990 people
- Santa Rosa-Petaluma, CA metro area485,040 people
Questions
How fast is the Napa, CA metro area growing?
Population estimates put the Napa metro area at 132,949 people in 2025, down 3.3% since 2020, against +3.1% for the U.S. It has 49,763 households. Against the 2015–2019 survey, median household income rose 25.8%, before inflation.
How much do households in the Napa, CA metro area spend?
Households in the Napa metro area spend about $1B a year on rent and homeowner costs, $339.1M on groceries and $242M on food away from home. Relative to the U.S., household spending in the Napa metro area runs highest on child care and other personal services (an index of 168, where 100 is the U.S. average) and lowest on vehicle insurance (104, still above the U.S.).
Which business types have the highest market scores in the Napa, CA metro area?
Of the business types scored in the Napa metro area, pet stores (75), pizza places (74) and fast food and sandwich shops (73) have the highest Groundwork market scores. For pet stores, that ranks #21 of 382 scored metro areas.
How does the Napa, CA metro area compare with the U.S.?
Median household income in the Napa metro area is $111,471, 38% above the U.S. median of $80,734. The population fell 3.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $869,500, against $332,700 for the U.S. Against the U.S., map listings per household run highest for restaurants and cafes (3.4 times the U.S. rate) and lowest for car washes and detailers (37% 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. 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. 54 of the 56 business types have a score in the Napa metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Napa metro 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.
All markets in California · Every U.S. market · How we measure
Screening a site or an acquisition in the Napa metro 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 Napa metro 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.