County profile · Colorado
Otero County, CO market data
Population, household spending and competition for 56 business types in Otero County, each scored against other counties.
- Population, 2025
- 17,683
- −5.2% since 2020
- Households
- 7,584
- Median household income
- $54,037
- +41.6% vs. 2015–2019, before inflation
- Median home value
- $168,900
- Jobs located here
- 5,492
- Highest market score
- 49
- Real estate, #1,121 of 2,229 scored counties
A site report maps the competitors on map listings around any address in Otero County by name and distance, and the households and spending within reach. Or open the report at the center of Otero 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
An estimated 17,683 people live in Otero County, in 7,584 households. Between 2020 and 2025, the population of Otero County declined 5.2%, against +3.1% for the U.S. The median household income in Otero County is $54,037 a year, 33% below the U.S. median of $80,734. That rose 41.6% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Otero County spend the most on vehicle maintenance and repairs (an index of 116, where 100 is the U.S. average) and the least on clothing, shoes and related services (71).
The highest Groundwork market scores in Otero County are for real estate businesses (49), real estate agents and brokers (48) and auto repair and car care businesses (38). Otero County ranks #1,121 of 2,229 scored counties for real estate businesses.
For its number of households, Otero County has the most map listings, relative to the U.S., for chiropractors (2.7 times the U.S. rate) and the fewest for real estate businesses (52% below the U.S. rate).
All 56 business types in Otero County
Highest Groundwork market score first. Each score compares Otero 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 |
|---|---|---|---|---|---|---|---|
| Real estate | 49 | #1,121 of 2,229 | 14 | 18.5 | Index only | 189 | Under 3 |
| Real estate agents and brokers | 48 | #1,140 of 2,176 | 12 | 15.8 | Index only | 175 | Under 3 |
| Auto repair and car care | 38 | #1,743 of 2,401 | 37 | 48.8 | $227K | 84 | 11 |
| Auto repair shops | 35 | #1,834 of 2,378 | 21 | 27.7 | $400K | 90 | 10 |
| Gas stations | 34 | #1,817 of 2,358 | 13 | 17.1 | $1.7M | 72 | 11 |
| Pizza | 33 | #1,691 of 2,090 | 6 | 7.9 | $3.9M | 77 | 13 |
| Insurance agencies | 32 | #1,751 of 2,272 | 15 | 19.8 | $1.1M | 85 | 7 |
| Doctors, dentists and clinics | 30 | #2,078 of 2,394 | 48 | 63.3 | $168K | 110 | 20 |
| Car washes and detailing | 29 | #1,232 of 1,451 | 5 | 6.6 | $1.7M | 67 | Under 3 |
| Spas and skin care | 29 | #1,543 of 1,769 | 6 | 7.9 | $1M | 117 | Under 3 |
| Fast food and sandwich shops | 29 | #1,867 of 2,222 | 10 | 13.2 | $2.4M | 77 | 13 |
| Dentists and orthodontists | 27 | #1,720 of 1,886 | 11 | 14.5 | $732K | 74 | 4 |
| Pet businesses | 23 | #2,048 of 2,200 | 9 | 11.9 | $633K | 72 | 7 |
| HVAC and plumbing | 22 | #1,623 of 1,707 | 5 | 6.6 | $3.4M | 72 | 7 |
| Convenience stores | 22 | #1,985 of 2,261 | 8 | 10.5 | $5M | 64 | Under 3 |
| Restaurants and cafes | 22 | #2,248 of 2,405 | 75 | 98.9 | $315K | 85 | 31 |
| Clothing and shoe stores | 19 | #1,947 of 2,087 | 9 | 11.9 | $1.2M | 97 | Under 3 |
| Home repair trades | 19 | #2,011 of 2,057 | 9 | 11.9 | $1.9M | 79 | 15 |
| Gyms | 17 | #1,696 of 1,792 | 7 | 9.2 | $760K | 58 | Under 3 |
| Gyms, studios and classes | 17 | #2,000 of 2,088 | 12 | 15.8 | $444K | 67 | Under 3 |
| Clothing, shoes and laundry | 16 | #2,144 of 2,210 | 13 | 17.1 | $849K | 96 | Under 3 |
| Salons, barbers and spas | 15 | #2,343 of 2,385 | 34 | 44.8 | $182K | 85 | Under 3 |
| Sit-down restaurants | 14 | #2,378 of 2,405 | 48 | 63.3 | $492K | 74 | 15 |
| Grocery and convenience stores | 13 | #2,319 of 2,402 | 21 | 27.7 | $1.9M | 57 | Under 3 |
| Pet grooming and boarding | 12 | #1,435 of 1,461 | 5 | 6.6 | $1.1M | 45 | Under 3 |
| Grocery stores | 10 | #2,016 of 2,070 | 8 | 10.5 | $5M | 54 | Under 3 |
| Hair salons | 10 | #2,307 of 2,339 | 23 | 30.3 | $268K | 62 | Under 3 |
| Optometrists and eye care | 7 | #1,286 of 1,302 | 8 | 10.5 | $1M | 32 | 3 |
| Chiropractors | 5 | #1,488 of 1,490 | 11 | 14.5 | $732K | 31 | 7 |
| Child care and preschools | Not scored | Not scored | 4 | 5.3 | $801K | 80 | 4 |
| Coffee shops and cafes | Not scored | Not scored | 4 | 5.3 | $5.9M | 159 | 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 4 | 5.3 | $2M | 121 | 5 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 5.3 | $1.3M | 66 | Under 3 |
| Tire shops | Not scored | Not scored | 4 | 5.3 | $2.1M | 84 | Under 3 |
| Veterinarians | Not scored | Not scored | 4 | 5.3 | $1.4M | 52 | 7 |
| Bakeries and dessert shops | Not scored | Not scored | 3 | 4.0 | $7.9M | 190 | 3 |
| Collision repair and body shops | Not scored | Not scored | 3 | 4.0 | $2.8M | 91 | 3 |
| Electricians | Not scored | Not scored | 3 | 4.0 | $5.7M | 48 | 8 |
| Funeral homes | Not scored | Not scored | 3 | 4.0 | $442K | 65 | Under 3 |
| Barbershops | Not scored | Not scored | 2 | 2.6 | $3.1M | Too few | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 2 | 2.6 | $4.1M | Too few | 5 |
| Laundromats | Not scored | Not scored | 2 | 2.6 | $5.5M | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 2 | 2.6 | $3.1M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 2.6 | $4.1M | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 2.6 | $4M | Too few | 6 |
| Property management | Not scored | Not scored | 2 | 2.6 | Index only | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 1.3 | $11M | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 1 | 1.3 | $17.2M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 1.3 | $5.3M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| House cleaning | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pet stores | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Physical therapy | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Otero 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 | $8.4M | $1,106 | 116 |
| Gasoline and other fuels | $22.4M | $2,948 | 114 |
| Food away from home | $23.6M | $3,115 | 77 |
| Groceries | $40.2M | $5,307 | 84 |
| Personal care products and services | $6.2M | $814 | 81 |
| Child care and other personal services | $3.2M | $423 | 73 |
| Memberships, classes and admissions | $5.3M | $702 | 71 |
| Medical and dental services | $8.1M | $1,062 | 82 |
| Pets | $5.7M | $751 | 83 |
| Clothing, shoes and related services | $11M | $1,455 | 71 |
| Vehicle insurance | $16M | $2,112 | 108 |
| Home repairs, maintenance and insurance | $17.2M | $2,263 | 75 |
| Lawn care, cleaning and other household services | $8.2M | $1,075 | 76 |
| Rent and homeowner costs | $114.8M | $15,135 | 91 |
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 Otero County
- Population, 2025 estimate
- 17,683−5.2% since 2020
- Households
- 7,584
- Median age
- 41.1
- Homes lived in by their owners
- 69%
- Vehicles per household
- 2.1
- Land area
- 1,262 sq. mi.
- People per square mile
- 15
- Median household income
- $54,037+41.6% vs. 2015–2019, before inflation
- Average household income
- $68,476
- Median home value
- $168,900
- Jobs located here
- 5,492
- Daytime population
- 16,328Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Otero 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 Otero 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 Otero County, CO growing?
Population estimates put Otero County at 17,683 people in 2025, down 5.2% since 2020, against +3.1% for the U.S. It has 7,584 households. Against the 2015–2019 survey, median household income rose 41.6%, before inflation.
How much do households in Otero County, CO spend?
Households in Otero County spend about $114.8M a year on rent and homeowner costs, $40.2M on groceries and $23.6M on food away from home. Relative to the U.S., household spending in Otero County runs highest on vehicle maintenance and repairs (an index of 116, where 100 is the U.S. average) and lowest on clothing, shoes and related services (71).
Which business types have the highest market scores in Otero County, CO?
Of the business types scored in Otero County, real estate businesses (49), real estate agents and brokers (48) and auto repair and car care businesses (38) have the highest Groundwork market scores. For real estate businesses, that ranks #1,121 of 2,229 scored counties.
How does Otero County, CO compare with the U.S.?
Median household income in Otero County is $54,037, 33% below the U.S. median of $80,734. The population fell 5.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $168,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for chiropractors (2.7 times the U.S. rate) and lowest for real estate businesses (52% 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. 29 of the 56 business types have a score in Otero 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 Otero 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 Otero 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 Otero 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.