Metro area profile · Connecticut
Norwich-New London-Willimantic, CT metro area market data
How the Norwich-New London-Willimantic metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 284,015
- +2.0% since 2020
- Households
- 115,768
- Median household income
- $86,586
- Median home value
- $323,400
- Jobs located here
- 118,380
- Highest market score
- 82
- Mortgage brokers and lenders, #4 of 373 scored metro areas
A site report maps the competitors on map listings around any address in the Norwich-New London-Willimantic metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Norwich-New London-Willimantic 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
The Norwich-New London-Willimantic metro area has an estimated 284,015 people and 115,768 households. Population estimates show the Norwich-New London-Willimantic metro area grew 2.0% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Norwich-New London-Willimantic metro area is $86,586, 7% above the U.S. median of $80,734.
Relative to the U.S., household spending in the Norwich-New London-Willimantic metro area runs highest on clothing, shoes and related services (an index of 115, where 100 is the U.S. average) and lowest on pets (75).
Of the business types scored in the Norwich-New London-Willimantic metro area, mortgage brokers and lenders (82), dry cleaners (81) and real estate businesses (80) have the highest Groundwork market scores. For mortgage brokers and lenders, that ranks #4 of 373 scored metro areas.
The Norwich-New London-Willimantic metro area is made up of one county, Southeastern Connecticut Planning Region. Against the U.S., map listings per household run highest for laundromats (94% above the U.S. rate) and lowest for mortgage brokers and lenders (77% below the U.S. rate).
All 56 business types in the Norwich-New London-Willimantic metro area
Highest Groundwork market score first. Each score compares the Norwich-New London-Willimantic 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 |
|---|---|---|---|---|---|---|---|
| Mortgage brokers and lenders | 82 | #4 of 373 | 12 | 1.0 | Index only | 461 | 9 |
| Dry cleaners | 81 | #9 of 272 | 8 | 0.7 | $34.2M | 218 | 7 |
| Real estate | 80 | #8 of 387 | 276 | 23.8 | Index only | 181 | 111 |
| Real estate agents and brokers | 79 | #10 of 387 | 242 | 20.9 | Index only | 164 | 45 |
| Roofing and gutters | 79 | #10 of 381 | 34 | 2.9 | $11.1M | 132 | 11 |
| Property management | 77 | #13 of 374 | 17 | 1.5 | Index only | 229 | 41 |
| Home inspectors | 77 | #13 of 243 | 5 | 0.4 | Index only | 164 | 4 |
| Pest control | 77 | #15 of 345 | 7 | 0.6 | $22.1M | 216 | 4 |
| Chiropractors | 75 | #23 of 386 | 34 | 2.9 | $4.3M | 178 | 19 |
| HVAC and plumbing | 71 | #42 of 387 | 62 | 5.4 | $6.1M | 129 | 95 |
| Home repair trades | 69 | #48 of 387 | 137 | 11.8 | $2.8M | 114 | 183 |
| Child care and preschools | 69 | #59 of 387 | 62 | 5.4 | $1.2M | 116 | 55 |
| Insurance agencies | 69 | #81 of 387 | 91 | 7.9 | $2M | 161 | 58 |
| Auto repair shops | 67 | #70 of 387 | 184 | 15.9 | $559K | 126 | 89 |
| Auto repair and car care | 67 | #71 of 387 | 325 | 28.1 | $316K | 118 | 122 |
| Grocery stores | 65 | #85 of 387 | 73 | 6.3 | $11M | 118 | 44 |
| Clothing and shoe stores | 65 | #90 of 387 | 177 | 15.3 | $1.5M | 121 | 89 |
| Car washes and detailing | 63 | #100 of 387 | 37 | 3.2 | $2.8M | 110 | 11 |
| Fast food and sandwich shops | 63 | #113 of 387 | 137 | 11.8 | $3.5M | 115 | 239 |
| Hair salons | 62 | #79 of 387 | 247 | 21.3 | $490K | 114 | 69 |
| Grocery and convenience stores | 62 | #118 of 387 | 212 | 18.3 | $3.8M | 112 | 81 |
| Tire shops | 61 | #127 of 386 | 34 | 2.9 | $3M | 121 | 12 |
| Physical therapy | 60 | #124 of 386 | 58 | 5.0 | $2.5M | 104 | 30 |
| Convenience stores | 60 | #126 of 387 | 91 | 7.9 | $8.8M | 112 | 37 |
| Clothing, shoes and laundry | 58 | #144 of 387 | 278 | 24.0 | $983K | 112 | 109 |
| Doctors, dentists and clinics | 57 | #134 of 387 | 896 | 77.4 | $161K | 106 | 333 |
| Collision repair and body shops | 57 | #152 of 381 | 29 | 2.5 | $3.5M | 115 | 20 |
| Primary care and pediatrics | 56 | #144 of 387 | 67 | 5.8 | $2.2M | 121 | 164 |
| Dentists and orthodontists | 55 | #152 of 387 | 128 | 11.1 | $1.1M | 115 | 97 |
| Gyms | 54 | #152 of 387 | 99 | 8.6 | $1.2M | 89 | 33 |
| House cleaning | 50 | #181 of 375 | 23 | 2.0 | $6.7M | 105 | 66 |
| Spas and skin care | 50 | #190 of 387 | 125 | 10.8 | $969K | 111 | 31 |
| Gyms, studios and classes | 49 | #199 of 387 | 197 | 17.0 | $581K | 88 | 61 |
| Martial arts and dance studios | 49 | #200 of 387 | 63 | 5.4 | $1.8M | 90 | 28 |
| Salons, barbers and spas | 49 | #204 of 387 | 530 | 45.8 | $229K | 107 | 164 |
| Veterinarians | 48 | #209 of 384 | 30 | 2.6 | $2.6M | 97 | 26 |
| Electricians | 47 | #220 of 383 | 41 | 3.5 | $9.2M | 77 | 77 |
| Optometrists and eye care | 47 | #237 of 386 | 57 | 4.9 | $2.5M | 81 | 14 |
| Barbershops | 46 | #236 of 387 | 76 | 6.6 | $1.6M | 85 | 7 |
| Yoga, Pilates and fitness studios | 44 | #225 of 347 | 35 | 3.0 | $3.3M | 81 | 33 |
| Coffee shops and cafes | 44 | #241 of 387 | 136 | 11.7 | $3.5M | 96 | 82 |
| Lawn, cleaning and pest control | 43 | #234 of 387 | 109 | 9.4 | $1.4M | 84 | 198 |
| Funeral homes | 40 | #246 of 377 | 31 | 2.7 | $561K | 83 | 19 |
| Sit-down restaurants | 40 | #275 of 387 | 724 | 62.5 | $665K | 100 | 303 |
| Nail salons | 40 | #294 of 387 | 73 | 6.3 | $1.7M | 99 | 55 |
| Restaurants and cafes | 39 | #266 of 387 | 1,361 | 117.6 | $354K | 95 | 626 |
| Pizza | 39 | #281 of 387 | 137 | 11.8 | $3.5M | 69 | 239 |
| Oil change and quick lube | 37 | #216 of 290 | 12 | 1.0 | $8.6M | 62 | 7 |
| Bakeries and dessert shops | 36 | #307 of 387 | 148 | 12.8 | $3.3M | 79 | 92 |
| Landscaping and lawn care | 33 | #302 of 385 | 79 | 6.8 | $2M | 67 | 128 |
| Laundromats | 32 | #295 of 364 | 36 | 3.1 | $7.6M | 61 | 13 |
| Gas stations | 27 | #339 of 387 | 156 | 13.5 | $1.5M | 63 | 98 |
| Pet businesses | 25 | #355 of 387 | 125 | 10.8 | $631K | 72 | 69 |
| Pet stores | 19 | #370 of 382 | 26 | 2.2 | $3M | 67 | 12 |
| Pet grooming and boarding | 17 | #374 of 386 | 51 | 4.4 | $1.5M | 61 | 31 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.2 | $72.3M | Too few | 9 |
Household spending in the Norwich-New London-Willimantic 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 | $102.8M | $888 | 93 |
| Gasoline and other fuels | $235.5M | $2,035 | 78 |
| Food away from home | $481.5M | $4,160 | 102 |
| Groceries | $802M | $6,928 | 110 |
| Personal care products and services | $121.1M | $1,046 | 104 |
| Child care and other personal services | $72.2M | $624 | 107 |
| Memberships, classes and admissions | $114.4M | $988 | 101 |
| Medical and dental services | $144.7M | $1,249 | 97 |
| Pets | $78.9M | $681 | 75 |
| Clothing, shoes and related services | $273.2M | $2,360 | 115 |
| Vehicle insurance | $184.3M | $1,592 | 81 |
| Home repairs, maintenance and insurance | $379.1M | $3,274 | 109 |
| Lawn care, cleaning and other household services | $154.4M | $1,334 | 94 |
| Rent and homeowner costs | $2.2B | $18,647 | 112 |
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 Norwich-New London-Willimantic metro area
- Population, 2025 estimate
- 284,015+2.0% since 2020
- Households
- 115,768
- Median age
- 42.3
- Homes lived in by their owners
- 65%
- Vehicles per household
- 1.8
- Land area
- 598 sq. mi.
- People per square mile
- 468
- Median household income
- $86,586
- Average household income
- $111,769
- Median home value
- $323,400
- Jobs located here
- 118,380
- Daytime population
- 270,328Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Norwich-New London-Willimantic 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 Norwich-New London-Willimantic 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 Norwich-New London-Willimantic metro area 1
- Southeastern Connecticut Planning Region, CT279,971 people
Other markets based in Connecticut 6
- Hartford-West Hartford-East Hartford, CT metro area1,153,112 people
- Bridgeport-Stamford-Danbury, CT metro area956,330 people
- New Haven, CT metro area570,598 people
- Waterbury-Shelton, CT metro area454,969 people
- Torrington, CT area113,216 people
- Putnam, CT area96,312 people
Questions
How fast is the Norwich-New London-Willimantic, CT metro area growing?
Population estimates put the Norwich-New London-Willimantic metro area at 284,015 people in 2025, up 2.0% since 2020, slower than the U.S. (+3.1%). It has 115,768 households.
How much do households in the Norwich-New London-Willimantic, CT metro area spend?
Households in the Norwich-New London-Willimantic metro area spend about $2.2B a year on rent and homeowner costs, $802M on groceries and $481.5M on food away from home. Set against the U.S., households in the Norwich-New London-Willimantic metro area spend the most on clothing, shoes and related services (an index of 115, where 100 is the U.S. average) and the least on pets (75).
Which business types have the highest market scores in the Norwich-New London-Willimantic, CT metro area?
The highest Groundwork market scores in the Norwich-New London-Willimantic metro area are for mortgage brokers and lenders (82), dry cleaners (81) and real estate businesses (80). The Norwich-New London-Willimantic metro area ranks #4 of 373 scored metro areas for mortgage brokers and lenders.
How does the Norwich-New London-Willimantic, CT metro area compare with the U.S.?
The median household income in the Norwich-New London-Willimantic metro area is $86,586 a year, 7% above the U.S. median of $80,734. The population rose 2.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $323,400, against $332,700 for the U.S. For its number of households, the Norwich-New London-Willimantic metro area has the most map listings, relative to the U.S., for laundromats (94% above the U.S. rate) and the fewest for mortgage brokers and lenders (77% 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. 55 of the 56 business types have a score in the Norwich-New London-Willimantic 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 Norwich-New London-Willimantic 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.
All markets in Connecticut · Every U.S. market · How we measure
Screening a site or an acquisition in the Norwich-New London-Willimantic 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 Norwich-New London-Willimantic 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.