County profile · California
Sonoma County, CA market data
How Sonoma County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- 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, #71 of 1,356 scored counties
A site report maps the competitors on map listings around any address in Sonoma County by name and distance, and the households and spending within reach. Or open the report at the center of Sonoma County. 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
Sonoma County has an estimated 486,444 people and 190,998 households. Population estimates show Sonoma County declined 0.4% from 2020 to 2025, against +3.1% for the U.S. Median household income in Sonoma County is $104,674, 30% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.2%, before inflation.
Relative to the U.S., household spending in Sonoma County 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.).
Of the business types scored in Sonoma County, barbershops (80), funeral homes (79) and optometrists and eye clinics (77) have the highest Groundwork market scores. For barbershops, that ranks #71 of 1,356 scored counties.
Sonoma County is part of the Santa Rosa-Petaluma metro area. 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).
All 56 business types in Sonoma County
Highest Groundwork market score first. Each score compares Sonoma County with other counties 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 counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Barbershops | 80 | #71 of 1,356 | 67 | 3.5 | $3.4M | 178 | 3 |
| Funeral homes | 79 | #75 of 1,472 | 21 | 1.1 | $1.5M | 224 | 12 |
| Optometrists and eye care | 77 | #91 of 1,302 | 56 | 2.9 | $5.1M | 163 | 22 |
| Car washes and detailing | 73 | #154 of 1,451 | 50 | 2.6 | $4.5M | 179 | 28 |
| Gas stations | 72 | #332 of 2,358 | 141 | 7.4 | $3.9M | 164 | 109 |
| Oil change and quick lube | 71 | #55 of 479 | 10 | 0.5 | $22.6M | 164 | 12 |
| Physical therapy | 70 | #218 of 1,422 | 71 | 3.7 | $4M | 167 | 62 |
| Convenience stores | 68 | #474 of 2,261 | 98 | 5.1 | $13M | 165 | 64 |
| Fast food and sandwich shops | 67 | #464 of 2,222 | 214 | 11.2 | $4.2M | 137 | 354 |
| Urgent care and walk-in clinics | 66 | #60 of 325 | 12 | 0.6 | $23.8M | 97 | 7 |
| Tire shops | 66 | #365 of 1,530 | 59 | 3.1 | $3.8M | 153 | 36 |
| Pizza | 66 | #436 of 2,090 | 145 | 7.6 | $6.2M | 121 | 354 |
| Home inspectors | 61 | #110 of 415 | 6 | 0.3 | Index only | 247 | 19 |
| Primary care and pediatrics | 61 | #478 of 1,656 | 110 | 5.8 | $2.6M | 146 | 264 |
| Child care and preschools | 61 | #500 of 1,611 | 129 | 6.8 | $1.3M | 135 | 152 |
| Pest control | 59 | #233 of 699 | 19 | 1.0 | $15.3M | 150 | 32 |
| Auto repair and car care | 59 | #769 of 2,401 | 646 | 33.8 | $350K | 130 | 342 |
| Laundromats | 58 | #296 of 785 | 32 | 1.7 | $12.7M | 101 | 10 |
| Roofing and gutters | 58 | #400 of 1,177 | 46 | 2.4 | $13.7M | 162 | 65 |
| Martial arts and dance studios | 58 | #430 of 1,334 | 117 | 6.1 | $2.4M | 119 | 66 |
| Chiropractors | 58 | #515 of 1,490 | 109 | 5.7 | $2.6M | 110 | 61 |
| Gyms | 58 | #591 of 1,792 | 158 | 8.3 | $1.8M | 137 | 104 |
| Auto repair shops | 57 | #843 of 2,378 | 405 | 21.2 | $557K | 125 | 250 |
| Pet stores | 56 | #385 of 974 | 53 | 2.8 | $4.3M | 94 | 18 |
| Dry cleaners | 55 | #213 of 507 | 19 | 1.0 | $21.4M | 136 | 23 |
| Collision repair and body shops | 54 | #562 of 1,327 | 65 | 3.4 | $3.5M | 113 | 67 |
| Pet grooming and boarding | 54 | #628 of 1,461 | 84 | 4.4 | $2.7M | 106 | 68 |
| Gyms, studios and classes | 54 | #842 of 2,088 | 359 | 18.8 | $785K | 119 | 170 |
| Pet businesses | 54 | #892 of 2,200 | 257 | 13.5 | $878K | 100 | 178 |
| Grocery and convenience stores | 53 | #1,059 of 2,402 | 369 | 19.3 | $3.5M | 102 | 211 |
| House cleaning | 49 | #438 of 847 | 47 | 2.5 | $6.2M | 97 | 122 |
| Veterinarians | 49 | #766 of 1,485 | 93 | 4.9 | $2.4M | 89 | 92 |
| Hair salons | 48 | #1,285 of 2,339 | 525 | 27.5 | $428K | 99 | 124 |
| Insurance agencies | 47 | #1,219 of 2,272 | 259 | 13.6 | $1.5M | 119 | 163 |
| Spas and skin care | 45 | #1,069 of 1,769 | 288 | 15.1 | $780K | 89 | 41 |
| Clothing and shoe stores | 45 | #1,214 of 2,087 | 309 | 16.2 | $1.3M | 103 | 167 |
| Grocery stores | 44 | #1,216 of 2,070 | 148 | 7.7 | $8.6M | 93 | 147 |
| Home repair trades | 44 | #1,307 of 2,057 | 272 | 14.2 | $2.3M | 96 | 561 |
| Sit-down restaurants | 44 | #1,452 of 2,405 | 1,246 | 65.2 | $717K | 108 | 511 |
| Doctors, dentists and clinics | 44 | #1,465 of 2,394 | 1,496 | 78.3 | $191K | 125 | 698 |
| Nail salons | 43 | #884 of 1,328 | 130 | 6.8 | $1.7M | 103 | 84 |
| Landscaping and lawn care | 43 | #914 of 1,493 | 123 | 6.4 | $2.4M | 81 | 301 |
| Lawn, cleaning and pest control | 43 | #1,120 of 1,771 | 189 | 9.9 | $1.5M | 92 | 455 |
| Property management | 42 | #589 of 910 | 73 | 3.8 | Index only | 96 | 178 |
| HVAC and plumbing | 42 | #1,135 of 1,707 | 157 | 8.2 | $4M | 85 | 262 |
| Clothing, shoes and laundry | 42 | #1,411 of 2,210 | 447 | 23.4 | $909K | 103 | 200 |
| Electricians | 40 | #819 of 1,160 | 69 | 3.6 | $9.2M | 76 | 234 |
| Real estate agents and brokers | 40 | #1,592 of 2,176 | 681 | 35.7 | Index only | 105 | 231 |
| Salons, barbers and spas | 40 | #1,728 of 2,385 | 1,047 | 54.8 | $215K | 101 | 256 |
| Yoga, Pilates and fitness studios | 39 | #569 of 777 | 84 | 4.4 | $3.4M | 83 | 104 |
| Bakeries and dessert shops | 36 | #1,442 of 1,889 | 261 | 13.7 | $3.4M | 83 | 191 |
| Coffee shops and cafes | 36 | #1,559 of 2,063 | 309 | 16.2 | $2.9M | 78 | 171 |
| Real estate | 35 | #1,873 of 2,229 | 923 | 48.3 | Index only | 97 | 512 |
| Dentists and orthodontists | 33 | #1,552 of 1,886 | 310 | 16.2 | $922K | 94 | 282 |
| Mortgage brokers and lenders | 31 | #769 of 887 | 163 | 8.5 | Index only | 61 | 57 |
| Restaurants and cafes | 31 | #1,996 of 2,405 | 3,338 | 174.8 | $268K | 72 | 1,041 |
Household spending in Sonoma County
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 Sonoma County
- 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 Sonoma County?
These figures cover the whole county. 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 Sonoma County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
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Questions
How fast is Sonoma County, CA growing?
Population estimates put Sonoma County at 486,444 people in 2025, down 0.4% since 2020, against +3.1% for the U.S. It has 190,998 households. Median household income rose 29.2% from the 2015–2019 survey, before inflation.
How much do households in Sonoma County, CA spend?
Households in Sonoma County spend about $3.9B a year on rent and homeowner costs, $1.3B on groceries and $893.7M on food away from home. Set against the U.S., households in Sonoma County 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.).
Which business types have the highest market scores in Sonoma County, CA?
The highest Groundwork market scores in Sonoma County are for barbershops (80), funeral homes (79) and optometrists and eye clinics (77). Sonoma County ranks #71 of 1,356 scored counties for barbershops.
How does Sonoma County, CA compare with the U.S.?
The median household income in Sonoma County is $104,674 a year, 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. For its number of households, Sonoma County 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).
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 Sonoma County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Sonoma County. 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 Sonoma County?
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 Sonoma County. 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.