Small-town market profile · California
Sonora, CA area market data
Population, household spending and competition for 56 business types in the Sonora area, each scored against other small-town markets.
- Population, 2025
- 53,160
- −4.0% since 2020
- Households
- 22,690
- Median household income
- $77,404
- +28.8% vs. 2015–2019, before inflation
- Median home value
- $433,200
- Jobs located here
- 16,129
- Highest market score
- 74
- Fast food and sandwich shops, #59 of 537 scored small-town markets
A site report maps the competitors on map listings around any address in the Sonora area by name and distance, and the households and spending within reach. Or open the report at the center of the Sonora 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 53,160 people live in the Sonora area, in 22,690 households. Population estimates put the population change in the Sonora area from 2020 to 2025 at −4.0%, against +3.1% for the U.S. The median household income in the Sonora area is $77,404 a year, 4% below the U.S. median of $80,734. That rose 28.8% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Sonora area spend the most on vehicle maintenance and repairs (an index of 119, where 100 is the U.S. average) and the least on clothing, shoes and related services (87).
The highest Groundwork market scores in the Sonora area are for fast food and sandwich shops (74), pet grooming and boarding businesses (71) and child care centers and preschools (71). The Sonora area ranks #59 of 537 scored small-town markets for fast food and sandwich shops.
The Sonora area is made up of one county, Tuolumne County. For its number of households, the Sonora area has the most map listings, relative to the U.S., for coffee shops and cafes (96% above the U.S. rate) and the fewest for insurance agencies (44% below the U.S. rate).
All 56 business types in the Sonora area
Highest Groundwork market score first. Each score compares the Sonora 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 |
|---|---|---|---|---|---|---|---|
| Fast food and sandwich shops | 74 | #59 of 537 | 22 | 9.7 | $4M | 132 | 30 |
| Pet grooming and boarding | 71 | #44 of 387 | 9 | 4.0 | $2.4M | 96 | 3 |
| Child care and preschools | 71 | #69 of 454 | 14 | 6.2 | $1.1M | 107 | 6 |
| Tire shops | 69 | #84 of 431 | 5 | 2.2 | $5.2M | 207 | 4 |
| Pet stores | 67 | #42 of 220 | 5 | 2.2 | $4.4M | 97 | Under 3 |
| Convenience stores | 67 | #111 of 529 | 19 | 8.4 | $7.2M | 91 | 3 |
| Mortgage brokers and lenders | 66 | #26 of 177 | 5 | 2.2 | Index only | 208 | 3 |
| Nail salons | 66 | #83 of 387 | 5 | 2.2 | $4.5M | 272 | 4 |
| Insurance agencies | 66 | #131 of 537 | 20 | 8.8 | $2.3M | 185 | 12 |
| Collision repair and body shops | 65 | #85 of 387 | 6 | 2.6 | $4.3M | 140 | 6 |
| Car washes and detailing | 65 | #102 of 441 | 9 | 4.0 | $2.9M | 114 | 3 |
| Hair salons | 64 | #109 of 538 | 47 | 20.7 | $484K | 112 | 6 |
| Pizza | 63 | #130 of 520 | 20 | 8.8 | $4.4M | 87 | 30 |
| Gyms, studios and classes | 62 | #132 of 535 | 38 | 16.7 | $645K | 97 | 4 |
| Salons, barbers and spas | 61 | #136 of 538 | 86 | 37.9 | $264K | 124 | 10 |
| Auto repair and car care | 61 | #167 of 538 | 85 | 37.5 | $305K | 114 | 35 |
| Pet businesses | 60 | #144 of 527 | 26 | 11.5 | $847K | 96 | 11 |
| Gyms | 60 | #151 of 506 | 22 | 9.7 | $1.1M | 86 | 4 |
| Barbershops | 59 | #130 of 377 | 9 | 4.0 | $2.5M | 134 | Under 3 |
| Gas stations | 59 | #174 of 536 | 33 | 14.5 | $2M | 84 | 17 |
| Martial arts and dance studios | 58 | #134 of 378 | 12 | 5.3 | $2M | 101 | Under 3 |
| Auto repair shops | 57 | #192 of 538 | 51 | 22.5 | $508K | 114 | 26 |
| Veterinarians | 55 | #159 of 398 | 9 | 4.0 | $2.4M | 90 | 8 |
| House cleaning | 54 | #54 of 142 | 5 | 2.2 | $5.9M | 92 | 8 |
| Clothing and shoe stores | 54 | #239 of 536 | 27 | 11.9 | $1.5M | 118 | 7 |
| Clothing, shoes and laundry | 52 | #252 of 536 | 41 | 18.1 | $990K | 112 | 7 |
| Physical therapy | 51 | #203 of 400 | 13 | 5.7 | $2.2M | 93 | 5 |
| Chiropractors | 50 | #214 of 426 | 10 | 4.4 | $2.9M | 121 | 8 |
| Grocery and convenience stores | 50 | #282 of 538 | 46 | 20.3 | $3M | 88 | 17 |
| Sit-down restaurants | 46 | #309 of 538 | 114 | 50.2 | $779K | 117 | 61 |
| Spas and skin care | 40 | #367 of 504 | 25 | 11.0 | $909K | 104 | Under 3 |
| Restaurants and cafes | 40 | #374 of 538 | 256 | 112.8 | $347K | 94 | 113 |
| Electricians | 39 | #210 of 295 | 9 | 4.0 | $7.1M | 59 | 21 |
| Grocery stores | 37 | #376 of 506 | 18 | 7.9 | $7.6M | 82 | 14 |
| Primary care and pediatrics | 36 | #338 of 458 | 16 | 7.1 | $1.8M | 102 | 55 |
| Roofing and gutters | 35 | #227 of 288 | 10 | 4.4 | $6.4M | 75 | 8 |
| Landscaping and lawn care | 34 | #317 of 399 | 15 | 6.6 | $2M | 67 | 24 |
| Laundromats | 33 | #122 of 150 | 6 | 2.6 | $6.8M | 54 | Under 3 |
| Bakeries and dessert shops | 30 | #447 of 507 | 26 | 11.5 | $3.4M | 82 | 21 |
| Real estate agents and brokers | 29 | #506 of 533 | 77 | 33.9 | Index only | 96 | 25 |
| Real estate | 29 | #510 of 536 | 88 | 38.8 | Index only | 106 | 49 |
| HVAC and plumbing | 27 | #446 of 476 | 25 | 11.0 | $2.6M | 54 | 24 |
| Home repair trades | 26 | #500 of 526 | 44 | 19.4 | $1.4M | 60 | 53 |
| Lawn, cleaning and pest control | 23 | #464 of 481 | 29 | 12.8 | $1M | 61 | 42 |
| Coffee shops and cafes | 23 | #507 of 529 | 49 | 21.6 | $1.8M | 49 | 21 |
| Doctors, dentists and clinics | 22 | #502 of 538 | 218 | 96.1 | $133K | 87 | 102 |
| Dentists and orthodontists | 18 | #517 of 526 | 38 | 16.7 | $761K | 77 | 31 |
| Pest control | 16 | #84 of 85 | 9 | 4.0 | $3.3M | 32 | 10 |
| Optometrists and eye care | Not scored | Not scored | 4 | 1.8 | $7.2M | 231 | 3 |
| Property management | Not scored | Not scored | 4 | 1.8 | Index only | 182 | 13 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 4 | 1.8 | $6.1M | 151 | 4 |
| Funeral homes | Not scored | Not scored | 2 | 0.9 | $2.3M | Too few | 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.9 | Index only | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.4 | $40.6M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.4 | $25.9M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.4 | $28.9M | Too few | Under 3 |
Household spending in the Sonora 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 | $25.9M | $1,142 | 119 |
| Gasoline and other fuels | $65.9M | $2,906 | 112 |
| Food away from home | $88.8M | $3,914 | 96 |
| Groceries | $136.8M | $6,031 | 95 |
| Personal care products and services | $22.7M | $1,002 | 100 |
| Child care and other personal services | $15M | $660 | 114 |
| Memberships, classes and admissions | $24.5M | $1,079 | 110 |
| Medical and dental services | $28.9M | $1,275 | 99 |
| Pets | $22M | $970 | 107 |
| Clothing, shoes and related services | $40.6M | $1,789 | 87 |
| Vehicle insurance | $46.6M | $2,053 | 105 |
| Home repairs, maintenance and insurance | $63.8M | $2,811 | 93 |
| Lawn care, cleaning and other household services | $29.6M | $1,303 | 92 |
| Rent and homeowner costs | $404.9M | $17,844 | 107 |
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 Sonora area
- Population, 2025 estimate
- 53,160−4.0% since 2020
- Households
- 22,690
- Median age
- 48.6
- Homes lived in by their owners
- 74%
- Vehicles per household
- 2.0
- Land area
- 2,221 sq. mi.
- People per square mile
- 25
- Median household income
- $77,404+28.8% vs. 2015–2019, before inflation
- Average household income
- $104,064
- Median home value
- $433,200
- Jobs located here
- 16,129
- Daytime population
- 40,598Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Sonora 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 Sonora 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 Sonora area 1
- Tuolumne County, CA54,498 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 Sonora, CA area growing?
Population estimates put the Sonora area at 53,160 people in 2025, down 4.0% since 2020, against +3.1% for the U.S. It has 22,690 households. Against the 2015–2019 survey, median household income rose 28.8%, before inflation.
How much do households in the Sonora, CA area spend?
Households in the Sonora area spend about $404.9M a year on rent and homeowner costs, $136.8M on groceries and $88.8M on food away from home. Relative to the U.S., household spending in the Sonora area runs highest on vehicle maintenance and repairs (an index of 119, where 100 is the U.S. average) and lowest on clothing, shoes and related services (87).
Which business types have the highest market scores in the Sonora, CA area?
Of the business types scored in the Sonora area, fast food and sandwich shops (74), pet grooming and boarding businesses (71) and child care centers and preschools (71) have the highest Groundwork market scores. For fast food and sandwich shops, that ranks #59 of 537 scored small-town markets.
How does the Sonora, CA area compare with the U.S.?
Median household income in the Sonora area is $77,404, 4% below the U.S. median of $80,734. The population fell 4.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $433,200, against $332,700 for the U.S. Against the U.S., map listings per household run highest for coffee shops and cafes (96% above the U.S. rate) and lowest for insurance agencies (44% 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. 48 of the 56 business types have a score in the Sonora 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 Sonora 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 Sonora 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 Sonora 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.