Metro area profile · California
Santa Rosa-Petaluma, CA metro area market data
Population, household spending and competition for 56 business types in the Santa Rosa-Petaluma metro area, each scored against other metro areas.
- Population, 2025
- 486,444
- −0.4% since 2020
- Households
- 190,998
- Median household income
- $104,674
- +29.2% vs. 2015–2019, before inflation
- Median home value
- $815,500
- Jobs located here
- 200,159
- Highest market score
- 80
- Barbershops, #8 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Santa Rosa-Petaluma metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Santa Rosa-Petaluma 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 486,444 people live in the Santa Rosa-Petaluma metro area, in 190,998 households. Population estimates put the population change in the Santa Rosa-Petaluma metro area from 2020 to 2025 at −0.4%, against +3.1% for the U.S. The median household income in the Santa Rosa-Petaluma metro area is $104,674 a year, 30% above the U.S. median of $80,734. That rose 29.2% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Santa Rosa-Petaluma metro area spend the most on child care and other personal services (an index of 157, where 100 is the U.S. average) and the least on clothing, shoes and related services (103, still above the U.S.).
The highest Groundwork market scores in the Santa Rosa-Petaluma metro area are for barbershops (80), optometrists and eye clinics (77) and funeral homes (77). The Santa Rosa-Petaluma metro area ranks #8 of 387 scored metro areas for barbershops.
The Santa Rosa-Petaluma metro area is made up of one county, Sonoma County. For its number of households, the Santa Rosa-Petaluma metro area has the most map listings, relative to the U.S., for mortgage brokers and lenders (98% above the U.S. rate) and the fewest for funeral homes (48% below the U.S. rate).
All 56 business types in the Santa Rosa-Petaluma metro area
Highest Groundwork market score first. Each score compares the Santa Rosa-Petaluma 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 |
|---|---|---|---|---|---|---|---|
| Barbershops | 80 | #8 of 387 | 67 | 3.5 | $3.4M | 178 | 3 |
| Optometrists and eye care | 77 | #19 of 386 | 56 | 2.9 | $5.1M | 163 | 22 |
| Funeral homes | 77 | #37 of 377 | 21 | 1.1 | $1.5M | 224 | 12 |
| Fast food and sandwich shops | 74 | #49 of 387 | 214 | 11.2 | $4.2M | 137 | 354 |
| Gas stations | 73 | #46 of 387 | 141 | 7.4 | $3.9M | 164 | 109 |
| Oil change and quick lube | 72 | #37 of 290 | 10 | 0.5 | $22.6M | 164 | 12 |
| Physical therapy | 72 | #39 of 386 | 71 | 3.7 | $4M | 167 | 62 |
| Car washes and detailing | 71 | #41 of 387 | 50 | 2.6 | $4.5M | 179 | 28 |
| Pizza | 68 | #72 of 387 | 145 | 7.6 | $6.2M | 121 | 354 |
| Urgent care and walk-in clinics | 65 | #40 of 197 | 12 | 0.6 | $23.8M | 97 | 7 |
| Primary care and pediatrics | 65 | #85 of 387 | 110 | 5.8 | $2.6M | 146 | 264 |
| Convenience stores | 62 | #112 of 387 | 98 | 5.1 | $13M | 165 | 64 |
| Home inspectors | 61 | #58 of 243 | 6 | 0.3 | Index only | 247 | 19 |
| Tire shops | 61 | #122 of 386 | 59 | 3.1 | $3.8M | 153 | 36 |
| Pest control | 60 | #104 of 345 | 19 | 1.0 | $15.3M | 150 | 32 |
| Doctors, dentists and clinics | 59 | #116 of 387 | 1,496 | 78.3 | $191K | 125 | 698 |
| Auto repair and car care | 59 | #128 of 387 | 646 | 33.8 | $350K | 130 | 342 |
| Child care and preschools | 58 | #132 of 387 | 129 | 6.8 | $1.3M | 135 | 152 |
| Gyms | 57 | #121 of 387 | 158 | 8.3 | $1.8M | 137 | 104 |
| Roofing and gutters | 57 | #132 of 381 | 46 | 2.4 | $13.7M | 162 | 65 |
| Auto repair shops | 57 | #136 of 387 | 405 | 21.2 | $557K | 125 | 250 |
| Martial arts and dance studios | 55 | #135 of 387 | 117 | 6.1 | $2.4M | 119 | 66 |
| Gyms, studios and classes | 54 | #143 of 387 | 359 | 18.8 | $785K | 119 | 170 |
| Laundromats | 53 | #164 of 364 | 32 | 1.7 | $12.7M | 101 | 10 |
| Insurance agencies | 53 | #168 of 387 | 259 | 13.6 | $1.5M | 119 | 163 |
| Chiropractors | 52 | #174 of 386 | 109 | 5.7 | $2.6M | 110 | 61 |
| Dry cleaners | 51 | #144 of 272 | 19 | 1.0 | $21.4M | 136 | 23 |
| Hair salons | 48 | #203 of 387 | 525 | 27.5 | $428K | 99 | 124 |
| Pet businesses | 48 | #205 of 387 | 257 | 13.5 | $878K | 100 | 178 |
| Pet grooming and boarding | 48 | #213 of 386 | 84 | 4.4 | $2.7M | 106 | 68 |
| House cleaning | 47 | #218 of 375 | 47 | 2.5 | $6.2M | 97 | 122 |
| Real estate agents and brokers | 46 | #220 of 387 | 681 | 35.7 | Index only | 105 | 231 |
| Pet stores | 46 | #222 of 382 | 53 | 2.8 | $4.3M | 94 | 18 |
| Clothing and shoe stores | 46 | #229 of 387 | 309 | 16.2 | $1.3M | 103 | 167 |
| Collision repair and body shops | 45 | #231 of 381 | 65 | 3.4 | $3.5M | 113 | 67 |
| Lawn, cleaning and pest control | 44 | #219 of 387 | 189 | 9.9 | $1.5M | 92 | 455 |
| Home repair trades | 44 | #233 of 387 | 272 | 14.2 | $2.3M | 96 | 561 |
| Sit-down restaurants | 44 | #235 of 387 | 1,246 | 65.2 | $717K | 108 | 511 |
| Clothing, shoes and laundry | 44 | #248 of 387 | 447 | 23.4 | $909K | 103 | 200 |
| Spas and skin care | 44 | #249 of 387 | 288 | 15.1 | $780K | 89 | 41 |
| Salons, barbers and spas | 44 | #256 of 387 | 1,047 | 54.8 | $215K | 101 | 256 |
| Grocery and convenience stores | 43 | #243 of 387 | 369 | 19.3 | $3.5M | 102 | 211 |
| Real estate | 41 | #270 of 387 | 923 | 48.3 | Index only | 97 | 512 |
| Landscaping and lawn care | 40 | #251 of 385 | 123 | 6.4 | $2.4M | 81 | 301 |
| Veterinarians | 40 | #256 of 384 | 93 | 4.9 | $2.4M | 89 | 92 |
| Property management | 40 | #266 of 374 | 73 | 3.8 | Index only | 96 | 178 |
| Nail salons | 40 | #292 of 387 | 130 | 6.8 | $1.7M | 103 | 84 |
| HVAC and plumbing | 36 | #300 of 387 | 157 | 8.2 | $4M | 85 | 262 |
| Dentists and orthodontists | 33 | #328 of 387 | 310 | 16.2 | $922K | 94 | 282 |
| Electricians | 33 | #331 of 383 | 69 | 3.6 | $9.2M | 76 | 234 |
| Yoga, Pilates and fitness studios | 32 | #311 of 347 | 84 | 4.4 | $3.4M | 83 | 104 |
| Bakeries and dessert shops | 32 | #327 of 387 | 261 | 13.7 | $3.4M | 83 | 191 |
| Coffee shops and cafes | 32 | #331 of 387 | 309 | 16.2 | $2.9M | 78 | 171 |
| Grocery stores | 31 | #318 of 387 | 148 | 7.7 | $8.6M | 93 | 147 |
| Mortgage brokers and lenders | 28 | #358 of 373 | 163 | 8.5 | Index only | 61 | 57 |
| Restaurants and cafes | 27 | #344 of 387 | 3,338 | 174.8 | $268K | 72 | 1,041 |
Household spending in the Santa Rosa-Petaluma 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 | $225.8M | $1,182 | 123 |
| Gasoline and other fuels | $550.6M | $2,883 | 111 |
| Food away from home | $893.7M | $4,679 | 115 |
| Groceries | $1.3B | $6,669 | 106 |
| Personal care products and services | $224.8M | $1,177 | 117 |
| Child care and other personal services | $174M | $911 | 157 |
| Memberships, classes and admissions | $281.9M | $1,476 | 150 |
| Medical and dental services | $285.7M | $1,496 | 116 |
| Pets | $225.6M | $1,181 | 130 |
| Clothing, shoes and related services | $406.2M | $2,127 | 103 |
| Vehicle insurance | $385.4M | $2,018 | 103 |
| Home repairs, maintenance and insurance | $631.9M | $3,309 | 110 |
| Lawn care, cleaning and other household services | $291.2M | $1,525 | 108 |
| Rent and homeowner costs | $3.9B | $20,353 | 122 |
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 Santa Rosa-Petaluma metro area
- Population, 2025 estimate
- 486,444−0.4% since 2020
- Households
- 190,998
- Median age
- 44.0
- Homes lived in by their owners
- 63%
- Vehicles per household
- 2.0
- Land area
- 1,575 sq. mi.
- People per square mile
- 308
- Median household income
- $104,674+29.2% vs. 2015–2019, before inflation
- Average household income
- $142,354
- Median home value
- $815,500
- Jobs located here
- 200,159
- Daytime population
- 465,573Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Santa Rosa-Petaluma 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 Santa Rosa-Petaluma 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 Santa Rosa-Petaluma metro area 1
- Sonoma County, CA485,040 people
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Questions
How fast is the Santa Rosa-Petaluma, CA metro area growing?
Population estimates put the Santa Rosa-Petaluma metro area at 486,444 people in 2025, down 0.4% since 2020, against +3.1% for the U.S. It has 190,998 households. Against the 2015–2019 survey, median household income rose 29.2%, before inflation.
How much do households in the Santa Rosa-Petaluma, CA metro area spend?
Households in the Santa Rosa-Petaluma metro area spend about $3.9B a year on rent and homeowner costs, $1.3B on groceries and $893.7M on food away from home. Relative to the U.S., household spending in the Santa Rosa-Petaluma metro area runs highest on child care and other personal services (an index of 157, where 100 is the U.S. average) and lowest on clothing, shoes and related services (103, still above the U.S.).
Which business types have the highest market scores in the Santa Rosa-Petaluma, CA metro area?
Of the business types scored in the Santa Rosa-Petaluma metro area, barbershops (80), optometrists and eye clinics (77) and funeral homes (77) have the highest Groundwork market scores. For barbershops, that ranks #8 of 387 scored metro areas.
How does the Santa Rosa-Petaluma, CA metro area compare with the U.S.?
Median household income in the Santa Rosa-Petaluma metro area is $104,674, 30% above the U.S. median of $80,734. The population fell 0.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $815,500, against $332,700 for the U.S. Against the U.S., map listings per household run highest for mortgage brokers and lenders (98% above the U.S. rate) and lowest for funeral homes (48% 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. All 56 business types have a score in the Santa Rosa-Petaluma 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 Santa Rosa-Petaluma 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.
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Screening a site or an acquisition in the Santa Rosa-Petaluma 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 Santa Rosa-Petaluma 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.