County profile · Florida
Highlands County, FL market data
Population, household spending and competition for 56 business types in Highlands County, each scored against other counties.
- Population, 2025
- 111,122
- +9.7% since 2020
- Households
- 46,879
- Median household income
- $54,897
- +34.1% vs. 2015–2019, before inflation
- Median home value
- $187,900
- Jobs located here
- 28,038
- Highest market score
- 85
- Funeral homes, #41 of 1,472 scored counties
A site report maps the competitors on map listings around any address in Highlands County by name and distance, and the households and spending within reach. Or open the report at the center of Highlands 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 111,122 people live in Highlands County, in 46,879 households. Population estimates put the population change in Highlands County from 2020 to 2025 at +9.7%, faster than the U.S. (+3.1%). The median household income in Highlands County is $54,897 a year, 32% below the U.S. median of $80,734. That rose 34.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Highlands County spend the most on vehicle insurance (an index of 110, where 100 is the U.S. average) and the least on memberships, classes and admissions (54).
The highest Groundwork market scores in Highlands County are for funeral homes (85), insurance agencies (79) and pizza places (73). Highlands County ranks #41 of 1,472 scored counties for funeral homes.
Highlands County is part of the Sebring metro area. For its number of households, Highlands County has the most map listings, relative to the U.S., for landscaping and lawn care companies (88% above the U.S. rate) and the fewest for gyms and studios (42% below the U.S. rate).
All 56 business types in Highlands County
Highest Groundwork market score first. Each score compares Highlands 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 |
|---|---|---|---|---|---|---|---|
| Funeral homes | 85 | #41 of 1,472 | 14 | 3.0 | $820K | 121 | 5 |
| Insurance agencies | 79 | #242 of 2,272 | 42 | 9.0 | $2.4M | 192 | 31 |
| Pizza | 73 | #216 of 2,090 | 22 | 4.7 | $6.7M | 132 | 62 |
| Property management | 72 | #115 of 910 | 6 | 1.3 | Index only | 188 | 11 |
| Mortgage brokers and lenders | 71 | #100 of 887 | 5 | 1.1 | Index only | 321 | Under 3 |
| Veterinarians | 70 | #285 of 1,485 | 12 | 2.6 | $2.9M | 106 | 10 |
| Bakeries and dessert shops | 69 | #301 of 1,889 | 29 | 6.2 | $5.1M | 123 | 9 |
| Coffee shops and cafes | 69 | #338 of 2,063 | 32 | 6.8 | $4.6M | 124 | 9 |
| Pet businesses | 67 | #405 of 2,200 | 45 | 9.6 | $767K | 87 | 15 |
| Grocery stores | 66 | #521 of 2,070 | 26 | 5.5 | $9.8M | 106 | 13 |
| Chiropractors | 65 | #335 of 1,490 | 16 | 3.4 | $2.8M | 117 | 9 |
| Pet grooming and boarding | 65 | #362 of 1,461 | 17 | 3.6 | $2M | 80 | 5 |
| Fast food and sandwich shops | 65 | #552 of 2,222 | 46 | 9.8 | $3.2M | 105 | 62 |
| Restaurants and cafes | 64 | #619 of 2,405 | 355 | 75.7 | $415K | 112 | 129 |
| Collision repair and body shops | 63 | #373 of 1,327 | 11 | 2.3 | $3.3M | 105 | 8 |
| Sit-down restaurants | 63 | #632 of 2,405 | 192 | 41.0 | $767K | 116 | 55 |
| Grocery and convenience stores | 63 | #666 of 2,402 | 75 | 16.0 | $3.4M | 100 | 26 |
| Clothing, shoes and laundry | 61 | #686 of 2,210 | 67 | 14.3 | $1.1M | 128 | 17 |
| Martial arts and dance studios | 60 | #387 of 1,334 | 14 | 3.0 | $1.8M | 88 | 3 |
| Convenience stores | 60 | #759 of 2,261 | 34 | 7.3 | $7.5M | 95 | 13 |
| Gas stations | 60 | #771 of 2,358 | 61 | 13.0 | $1.9M | 81 | 37 |
| Clothing and shoe stores | 59 | #723 of 2,087 | 50 | 10.7 | $1.5M | 119 | 17 |
| Gyms, studios and classes | 57 | #743 of 2,088 | 41 | 8.7 | $610K | 92 | 11 |
| Dentists and orthodontists | 56 | #733 of 1,886 | 40 | 8.5 | $1.1M | 114 | 23 |
| Gyms | 55 | #743 of 1,792 | 25 | 5.3 | $1M | 77 | 8 |
| House cleaning | 53 | #360 of 847 | 15 | 3.2 | $4M | 62 | 12 |
| Car washes and detailing | 52 | #691 of 1,451 | 20 | 4.3 | $1.8M | 71 | 3 |
| Auto repair shops | 49 | #1,245 of 2,378 | 90 | 19.2 | $397K | 89 | 40 |
| Pet stores | 48 | #526 of 974 | 10 | 2.1 | $3.5M | 76 | Under 3 |
| Child care and preschools | 47 | #909 of 1,611 | 25 | 5.3 | $627K | 63 | 23 |
| Auto repair and car care | 47 | #1,346 of 2,401 | 161 | 34.3 | $222K | 83 | 55 |
| Physical therapy | 46 | #818 of 1,422 | 21 | 4.5 | $2.1M | 89 | 18 |
| Hair salons | 46 | #1,403 of 2,339 | 109 | 23.3 | $327K | 76 | 15 |
| Nail salons | 45 | #850 of 1,328 | 38 | 8.1 | $939K | 56 | 4 |
| Tire shops | 45 | #908 of 1,530 | 18 | 3.8 | $2M | 79 | 9 |
| Spas and skin care | 45 | #1,068 of 1,769 | 43 | 9.2 | $830K | 95 | 9 |
| Real estate | 44 | #1,415 of 2,229 | 128 | 27.3 | Index only | 113 | 66 |
| Electricians | 43 | #761 of 1,160 | 17 | 3.6 | $6.8M | 57 | 26 |
| HVAC and plumbing | 43 | #1,116 of 1,707 | 35 | 7.5 | $3.3M | 69 | 40 |
| Real estate agents and brokers | 41 | #1,529 of 2,176 | 112 | 23.9 | Index only | 103 | 45 |
| Pest control | 40 | #482 of 699 | 8 | 1.7 | $7.5M | 73 | 13 |
| Roofing and gutters | 39 | #840 of 1,177 | 20 | 4.3 | $5.8M | 68 | 12 |
| Home repair trades | 39 | #1,546 of 2,057 | 72 | 15.4 | $1.6M | 66 | 78 |
| Salons, barbers and spas | 39 | #1,795 of 2,385 | 227 | 48.4 | $157K | 74 | 30 |
| Optometrists and eye care | 37 | #974 of 1,302 | 22 | 4.7 | $2M | 65 | 9 |
| Landscaping and lawn care | 36 | #1,136 of 1,493 | 42 | 9.0 | $1.4M | 49 | 60 |
| Lawn, cleaning and pest control | 36 | #1,400 of 1,771 | 65 | 13.9 | $921K | 55 | 85 |
| Home inspectors | 31 | #357 of 415 | 5 | 1.1 | Index only | 48 | Under 3 |
| Barbershops | 31 | #1,092 of 1,356 | 35 | 7.5 | $1M | 54 | Under 3 |
| Doctors, dentists and clinics | 30 | #2,098 of 2,394 | 395 | 84.3 | $114K | 75 | 164 |
| Primary care and pediatrics | 29 | #1,398 of 1,656 | 42 | 9.0 | $1.1M | 60 | 101 |
| Laundromats | Not scored | Not scored | 4 | 0.9 | $18.9M | 151 | Under 3 |
| Dry cleaners | Not scored | Not scored | 3 | 0.6 | $25.2M | 161 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 0.6 | $11.9M | 87 | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.4 | $22.5M | Too few | 4 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 0.4 | $12.5M | Too few | 8 |
Household spending in Highlands 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 | $35.8M | $763 | 80 |
| Gasoline and other fuels | $117.8M | $2,512 | 97 |
| Food away from home | $147.4M | $3,143 | 77 |
| Groceries | $255M | $5,439 | 86 |
| Personal care products and services | $35.7M | $761 | 76 |
| Child care and other personal services | $15.7M | $334 | 58 |
| Memberships, classes and admissions | $25M | $533 | 54 |
| Medical and dental services | $44.9M | $958 | 74 |
| Pets | $34.5M | $736 | 81 |
| Clothing, shoes and related services | $75.7M | $1,614 | 79 |
| Vehicle insurance | $101.2M | $2,158 | 110 |
| Home repairs, maintenance and insurance | $115.7M | $2,468 | 82 |
| Lawn care, cleaning and other household services | $59.9M | $1,278 | 90 |
| Rent and homeowner costs | $626M | $13,354 | 80 |
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 Highlands County
- Population, 2025 estimate
- 111,122+9.7% since 2020
- Households
- 46,879
- Median age
- 52.0
- Homes lived in by their owners
- 79%
- Vehicles per household
- 1.6
- Land area
- 1,018 sq. mi.
- People per square mile
- 104
- Median household income
- $54,897+34.1% vs. 2015–2019, before inflation
- Average household income
- $71,953
- Median home value
- $187,900
- Jobs located here
- 28,038
- Daytime population
- 94,243Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Highlands 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 Highlands County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Florida 8
- Hardee County, FL25,675 people
- DeSoto County, FL35,386 people
- Okeechobee County, FL40,816 people
- Glades County, FL12,563 people
- Polk County, FL790,694 people
- Hendry County, FL42,382 people
- Charlotte County, FL201,064 people
- Osceola County, FL427,415 people
Questions
How fast is Highlands County, FL growing?
Population estimates put Highlands County at 111,122 people in 2025, up 9.7% since 2020, faster than the U.S. (+3.1%). It has 46,879 households. Against the 2015–2019 survey, median household income rose 34.1%, before inflation.
How much do households in Highlands County, FL spend?
Households in Highlands County spend about $626M a year on rent and homeowner costs, $255M on groceries and $147.4M on food away from home. Relative to the U.S., household spending in Highlands County runs highest on vehicle insurance (an index of 110, where 100 is the U.S. average) and lowest on memberships, classes and admissions (54).
Which business types have the highest market scores in Highlands County, FL?
Of the business types scored in Highlands County, funeral homes (85), insurance agencies (79) and pizza places (73) have the highest Groundwork market scores. For funeral homes, that ranks #41 of 1,472 scored counties.
How does Highlands County, FL compare with the U.S.?
Median household income in Highlands County is $54,897, 32% below the U.S. median of $80,734. The population rose 9.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $187,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for landscaping and lawn care companies (88% above the U.S. rate) and lowest for gyms and studios (42% 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. 51 of the 56 business types have a score in Highlands 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 Highlands 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.
All markets in Florida · Every U.S. market · How we measure
Screening a site or an acquisition in Highlands 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 Highlands 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.