Small-town market profile · California
Truckee-Grass Valley, CA area market data
Population, household spending and competition for 56 business types in the Truckee-Grass Valley area, each scored against other small-town markets.
- Population, 2025
- 101,911
- −0.4% since 2020
- Households
- 42,865
- Median household income
- $89,882
- +36.0% vs. 2015–2019, before inflation
- Median home value
- $621,800
- Jobs located here
- 31,275
- Highest market score
- 83
- Optometrists and eye care, #8 of 400 scored small-town markets
A site report maps the competitors on map listings around any address in the Truckee-Grass Valley area by name and distance, and the households and spending within reach. Or open the report at the center of the Truckee-Grass Valley 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 101,911 people live in the Truckee-Grass Valley area, in 42,865 households. Population estimates put the population change in the Truckee-Grass Valley area from 2020 to 2025 at −0.4%, against +3.1% for the U.S. The median household income in the Truckee-Grass Valley area is $89,882 a year, 11% above the U.S. median of $80,734. That rose 36.0% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Truckee-Grass Valley area spend the most on child care and other personal services (an index of 139, where 100 is the U.S. average) and the least on clothing, shoes and related services (96).
The highest Groundwork market scores in the Truckee-Grass Valley area are for optometrists and eye clinics (83), tire shops (83) and convenience stores (81). The Truckee-Grass Valley area ranks #8 of 400 scored small-town markets for optometrists and eye clinics.
The Truckee-Grass Valley area is made up of one county, Nevada County. For its number of households, the Truckee-Grass Valley area has the most map listings, relative to the U.S., for yoga, Pilates and fitness studios (3.9 times the U.S. rate) and the fewest for primary care and pediatric clinics (64% below the U.S. rate).
All 56 business types in the Truckee-Grass Valley area
Highest Groundwork market score first. Each score compares the Truckee-Grass Valley 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 |
|---|---|---|---|---|---|---|---|
| Optometrists and eye care | 83 | #8 of 400 | 10 | 2.3 | $6M | 190 | 5 |
| Tire shops | 83 | #12 of 431 | 12 | 2.8 | $4.2M | 170 | 5 |
| Convenience stores | 81 | #15 of 529 | 23 | 5.4 | $11.8M | 150 | 8 |
| Barbershops | 81 | #25 of 377 | 9 | 2.1 | $5.2M | 275 | Under 3 |
| Pizza | 80 | #19 of 520 | 26 | 6.1 | $7.1M | 140 | 63 |
| Fast food and sandwich shops | 80 | #24 of 537 | 45 | 10.5 | $4.1M | 134 | 63 |
| Car washes and detailing | 78 | #22 of 441 | 11 | 2.6 | $4.6M | 184 | 6 |
| Gas stations | 76 | #46 of 536 | 42 | 9.8 | $3M | 126 | 30 |
| Laundromats | 73 | #22 of 150 | 7 | 1.6 | $12.1M | 97 | Under 3 |
| Collision repair and body shops | 70 | #59 of 387 | 13 | 3.0 | $3.9M | 127 | 12 |
| Pest control | 69 | #13 of 85 | 6 | 1.4 | $10.1M | 99 | 8 |
| Auto repair and car care | 67 | #104 of 538 | 163 | 38.0 | $313K | 116 | 71 |
| Primary care and pediatrics | 66 | #105 of 458 | 11 | 2.6 | $5.4M | 304 | 68 |
| Insurance agencies | 66 | #133 of 537 | 45 | 10.5 | $2M | 157 | 31 |
| Hair salons | 65 | #97 of 538 | 110 | 25.7 | $425K | 99 | 11 |
| Sit-down restaurants | 64 | #115 of 538 | 198 | 46.2 | $932K | 140 | 92 |
| Nail salons | 63 | #105 of 387 | 15 | 3.5 | $3.1M | 186 | 10 |
| Grocery and convenience stores | 63 | #139 of 538 | 71 | 16.6 | $3.8M | 113 | 41 |
| Restaurants and cafes | 62 | #149 of 538 | 444 | 103.6 | $416K | 112 | 195 |
| Pet grooming and boarding | 61 | #111 of 387 | 23 | 5.4 | $2M | 79 | 9 |
| House cleaning | 60 | #43 of 142 | 8 | 1.9 | $7.6M | 119 | 32 |
| Pet stores | 60 | #58 of 220 | 13 | 3.0 | $3.6M | 79 | 6 |
| Salons, barbers and spas | 58 | #166 of 538 | 191 | 44.6 | $244K | 115 | 27 |
| Child care and preschools | 58 | #166 of 454 | 34 | 7.9 | $1M | 101 | 32 |
| Auto repair shops | 58 | #184 of 538 | 109 | 25.4 | $467K | 105 | 57 |
| Grocery stores | 53 | #239 of 506 | 27 | 6.3 | $10.1M | 108 | 33 |
| Spas and skin care | 52 | #231 of 504 | 56 | 13.1 | $834K | 95 | 6 |
| Gyms | 52 | #233 of 506 | 45 | 10.5 | $1.2M | 95 | 22 |
| Bakeries and dessert shops | 51 | #244 of 507 | 39 | 9.1 | $4.7M | 114 | 42 |
| Dentists and orthodontists | 49 | #266 of 526 | 42 | 9.8 | $1.4M | 144 | 50 |
| Clothing and shoe stores | 46 | #305 of 536 | 72 | 16.8 | $1.2M | 92 | 42 |
| Pet businesses | 46 | #323 of 527 | 74 | 17.3 | $625K | 71 | 36 |
| Physical therapy | 44 | #250 of 400 | 28 | 6.5 | $2.1M | 89 | 22 |
| Clothing, shoes and laundry | 44 | #320 of 536 | 103 | 24.0 | $820K | 93 | 50 |
| Doctors, dentists and clinics | 43 | #340 of 538 | 350 | 81.7 | $170K | 112 | 174 |
| Property management | 42 | #117 of 180 | 19 | 4.4 | Index only | 78 | 47 |
| Martial arts and dance studios | 42 | #248 of 378 | 37 | 8.6 | $1.5M | 75 | 14 |
| HVAC and plumbing | 41 | #324 of 476 | 36 | 8.4 | $3.6M | 77 | 62 |
| Electricians | 40 | #205 of 295 | 20 | 4.7 | $6.6M | 55 | 58 |
| Veterinarians | 38 | #282 of 398 | 30 | 7.0 | $1.5M | 57 | 21 |
| Roofing and gutters | 37 | #216 of 288 | 22 | 5.1 | $6M | 70 | 24 |
| Coffee shops and cafes | 37 | #403 of 529 | 68 | 15.9 | $2.7M | 73 | 39 |
| Gyms, studios and classes | 35 | #437 of 535 | 122 | 28.5 | $458K | 69 | 36 |
| Lawn, cleaning and pest control | 34 | #398 of 481 | 51 | 11.9 | $1.2M | 71 | 130 |
| Home repair trades | 34 | #441 of 526 | 78 | 18.2 | $1.7M | 69 | 144 |
| Mortgage brokers and lenders | 33 | #142 of 177 | 29 | 6.8 | Index only | 72 | 21 |
| Chiropractors | 33 | #355 of 426 | 42 | 9.8 | $1.4M | 59 | 24 |
| Landscaping and lawn care | 32 | #332 of 399 | 37 | 8.6 | $1.6M | 56 | 90 |
| Yoga, Pilates and fitness studios | 30 | #103 of 112 | 40 | 9.3 | $1.4M | 34 | 22 |
| Real estate agents and brokers | 30 | #504 of 533 | 228 | 53.2 | Index only | 66 | 89 |
| Real estate | 30 | #507 of 536 | 282 | 65.8 | Index only | 67 | 177 |
| Home inspectors | Not scored | Not scored | 6 | 1.4 | Index only | 52 | 3 |
| Dry cleaners | Not scored | Not scored | 4 | 0.9 | $21.1M | 135 | 8 |
| Funeral homes | Not scored | Not scored | 3 | 0.7 | $2.8M | 405 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.5 | $25.5M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 5 |
Household spending in the Truckee-Grass Valley 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 | $50.9M | $1,188 | 124 |
| Gasoline and other fuels | $126.1M | $2,941 | 113 |
| Food away from home | $184.6M | $4,307 | 106 |
| Groceries | $271.5M | $6,333 | 100 |
| Personal care products and services | $46.7M | $1,089 | 108 |
| Child care and other personal services | $34.5M | $805 | 139 |
| Memberships, classes and admissions | $55.8M | $1,303 | 132 |
| Medical and dental services | $59.6M | $1,391 | 108 |
| Pets | $46.3M | $1,079 | 119 |
| Clothing, shoes and related services | $84.5M | $1,971 | 96 |
| Vehicle insurance | $88.5M | $2,064 | 105 |
| Home repairs, maintenance and insurance | $131.1M | $3,058 | 101 |
| Lawn care, cleaning and other household services | $60.7M | $1,417 | 100 |
| Rent and homeowner costs | $819.4M | $19,115 | 115 |
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 Truckee-Grass Valley area
- Population, 2025 estimate
- 101,911−0.4% since 2020
- Households
- 42,865
- Median age
- 49.8
- Homes lived in by their owners
- 75%
- Vehicles per household
- 2.0
- Land area
- 958 sq. mi.
- People per square mile
- 107
- Median household income
- $89,882+36.0% vs. 2015–2019, before inflation
- Average household income
- $124,444
- Median home value
- $621,800
- Jobs located here
- 31,275
- Daytime population
- 94,590Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Truckee-Grass Valley 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 Truckee-Grass Valley 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 Truckee-Grass Valley area 1
- Nevada County, CA102,481 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 Truckee-Grass Valley, CA area growing?
Population estimates put the Truckee-Grass Valley area at 101,911 people in 2025, down 0.4% since 2020, against +3.1% for the U.S. It has 42,865 households. Against the 2015–2019 survey, median household income rose 36.0%, before inflation.
How much do households in the Truckee-Grass Valley, CA area spend?
Households in the Truckee-Grass Valley area spend about $819.4M a year on rent and homeowner costs, $271.5M on groceries and $184.6M on food away from home. Relative to the U.S., household spending in the Truckee-Grass Valley area runs highest on child care and other personal services (an index of 139, where 100 is the U.S. average) and lowest on clothing, shoes and related services (96).
Which business types have the highest market scores in the Truckee-Grass Valley, CA area?
Of the business types scored in the Truckee-Grass Valley area, optometrists and eye clinics (83), tire shops (83) and convenience stores (81) have the highest Groundwork market scores. For optometrists and eye clinics, that ranks #8 of 400 scored small-town markets.
How does the Truckee-Grass Valley, CA area compare with the U.S.?
Median household income in the Truckee-Grass Valley area is $89,882, 11% 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 $621,800, against $332,700 for the U.S. Against the U.S., map listings per household run highest for yoga, Pilates and fitness studios (3.9 times the U.S. rate) and lowest for primary care and pediatric clinics (64% 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. 51 of the 56 business types have a score in the Truckee-Grass Valley 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 Truckee-Grass Valley 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 Truckee-Grass Valley 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 Truckee-Grass Valley 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.