Metro area profile · Florida
Lakeland-Winter Haven, FL metro area market data
How the Lakeland-Winter Haven metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 874,790
- +19.8% since 2020
- Households
- 289,425
- Median household income
- $65,978
- +30.4% vs. 2015–2019, before inflation
- Median home value
- $266,500
- Jobs located here
- 284,856
- Highest market score
- 85
- Funeral homes, #20 of 377 scored metro areas
A site report maps the competitors on map listings around any address in the Lakeland-Winter Haven metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Lakeland-Winter Haven 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 Lakeland-Winter Haven metro area has an estimated 874,790 people and 289,425 households. Between 2020 and 2025, the population of the Lakeland-Winter Haven metro area grew 19.8%, faster than the U.S. (+3.1%). Median household income in the Lakeland-Winter Haven metro area is $65,978, 18% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 30.4%, before inflation.
Relative to the U.S., household spending in the Lakeland-Winter Haven metro area runs highest on vehicle insurance (an index of 118, where 100 is the U.S. average) and lowest on memberships, classes and admissions (65).
Of the business types scored in the Lakeland-Winter Haven metro area, funeral homes (85), physical therapy clinics (80) and coffee shops and cafes (79) have the highest Groundwork market scores. For funeral homes, that ranks #20 of 377 scored metro areas.
The Lakeland-Winter Haven metro area is made up of one county, Polk County. Against the U.S., map listings per household run highest for home inspectors (67% above the U.S. rate) and lowest for yoga, Pilates and fitness studios (58% below the U.S. rate).
All 56 business types in the Lakeland-Winter Haven metro area
Highest Groundwork market score first. Each score compares the Lakeland-Winter Haven 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 |
|---|---|---|---|---|---|---|---|
| Funeral homes | 85 | #20 of 377 | 51 | 1.8 | $944K | 139 | 20 |
| Physical therapy | 80 | #9 of 386 | 82 | 2.8 | $3.7M | 154 | 46 |
| Coffee shops and cafes | 79 | #14 of 387 | 201 | 6.9 | $5M | 136 | 66 |
| Pet businesses | 79 | #19 of 387 | 229 | 7.9 | $1M | 119 | 115 |
| Clothing and shoe stores | 79 | #24 of 387 | 274 | 9.5 | $1.9M | 146 | 127 |
| Pet grooming and boarding | 78 | #20 of 386 | 75 | 2.6 | $3.2M | 125 | 41 |
| Clothing, shoes and laundry | 78 | #24 of 387 | 390 | 13.5 | $1.3M | 148 | 162 |
| Restaurants and cafes | 78 | #26 of 387 | 2,394 | 82.7 | $423K | 114 | 859 |
| Insurance agencies | 77 | #53 of 387 | 365 | 12.6 | $1.8M | 146 | 260 |
| Bakeries and dessert shops | 76 | #14 of 387 | 196 | 6.8 | $5.2M | 125 | 72 |
| Veterinarians | 76 | #31 of 384 | 78 | 2.7 | $3.1M | 113 | 56 |
| Urgent care and walk-in clinics | 75 | #15 of 197 | 7 | 0.2 | $43.2M | 176 | 16 |
| Yoga, Pilates and fitness studios | 75 | #18 of 347 | 30 | 1.0 | $6.1M | 151 | 44 |
| Pizza | 75 | #27 of 387 | 156 | 5.4 | $6.5M | 128 | 482 |
| Dentists and orthodontists | 73 | #32 of 387 | 235 | 8.1 | $1.3M | 131 | 181 |
| Sit-down restaurants | 73 | #35 of 387 | 1,340 | 46.3 | $756K | 114 | 301 |
| Dry cleaners | 71 | #28 of 272 | 19 | 0.7 | $26.8M | 171 | 21 |
| Doctors, dentists and clinics | 70 | #57 of 387 | 1,712 | 59.2 | $177K | 116 | 655 |
| Gyms | 69 | #43 of 387 | 142 | 4.9 | $1.3M | 99 | 44 |
| Oil change and quick lube | 69 | #50 of 290 | 14 | 0.5 | $17.2M | 125 | 16 |
| Pet stores | 69 | #62 of 382 | 50 | 1.7 | $4.8M | 106 | 18 |
| Gyms, studios and classes | 68 | #47 of 387 | 272 | 9.4 | $675K | 102 | 94 |
| Optometrists and eye care | 68 | #64 of 386 | 89 | 3.1 | $3.4M | 109 | 29 |
| Collision repair and body shops | 68 | #72 of 381 | 66 | 2.3 | $3.6M | 118 | 47 |
| Laundromats | 68 | #77 of 364 | 31 | 1.1 | $16.4M | 131 | 14 |
| Fast food and sandwich shops | 67 | #96 of 387 | 338 | 11.7 | $3M | 98 | 482 |
| Chiropractors | 65 | #83 of 386 | 106 | 3.7 | $2.9M | 119 | 61 |
| Mortgage brokers and lenders | 63 | #77 of 373 | 89 | 3.1 | Index only | 120 | 34 |
| Auto repair shops | 62 | #102 of 387 | 549 | 19.0 | $439K | 99 | 211 |
| House cleaning | 61 | #91 of 375 | 65 | 2.2 | $6.2M | 97 | 162 |
| Hair salons | 61 | #94 of 387 | 533 | 18.4 | $456K | 106 | 127 |
| Gas stations | 61 | #124 of 387 | 314 | 10.8 | $2.5M | 104 | 237 |
| Primary care and pediatrics | 59 | #130 of 387 | 168 | 5.8 | $1.8M | 101 | 322 |
| Martial arts and dance studios | 57 | #123 of 387 | 100 | 3.5 | $1.8M | 91 | 50 |
| Electricians | 57 | #139 of 383 | 74 | 2.6 | $10.6M | 88 | 162 |
| Auto repair and car care | 57 | #148 of 387 | 965 | 33.3 | $250K | 93 | 352 |
| Grocery stores | 57 | #148 of 387 | 170 | 5.9 | $9.9M | 106 | 106 |
| Landscaping and lawn care | 56 | #151 of 385 | 163 | 5.6 | $2.5M | 84 | 343 |
| Grocery and convenience stores | 56 | #158 of 387 | 471 | 16.3 | $3.6M | 105 | 204 |
| Spas and skin care | 54 | #159 of 387 | 277 | 9.6 | $877K | 100 | 51 |
| Home repair trades | 54 | #165 of 387 | 378 | 13.1 | $2.1M | 85 | 461 |
| Lawn, cleaning and pest control | 54 | #165 of 387 | 284 | 9.8 | $1.4M | 84 | 566 |
| HVAC and plumbing | 53 | #178 of 387 | 195 | 6.7 | $4M | 84 | 231 |
| Real estate | 52 | #164 of 387 | 951 | 32.9 | Index only | 101 | 562 |
| Real estate agents and brokers | 52 | #167 of 387 | 742 | 25.6 | Index only | 103 | 284 |
| Salons, barbers and spas | 52 | #175 of 387 | 1,239 | 42.8 | $196K | 92 | 232 |
| Child care and preschools | 51 | #190 of 387 | 153 | 5.3 | $741K | 74 | 141 |
| Roofing and gutters | 51 | #190 of 381 | 109 | 3.8 | $7.2M | 85 | 68 |
| Convenience stores | 50 | #199 of 387 | 230 | 7.9 | $7.3M | 93 | 98 |
| Nail salons | 48 | #215 of 387 | 185 | 6.4 | $1.3M | 79 | 34 |
| Property management | 47 | #217 of 374 | 90 | 3.1 | Index only | 83 | 145 |
| Pest control | 46 | #201 of 345 | 56 | 1.9 | $7.2M | 70 | 61 |
| Car washes and detailing | 41 | #269 of 387 | 127 | 4.4 | $1.9M | 75 | 47 |
| Home inspectors | 39 | #172 of 243 | 30 | 1.0 | Index only | 53 | 20 |
| Tire shops | 36 | #284 of 386 | 130 | 4.5 | $1.9M | 74 | 61 |
| Barbershops | 36 | #309 of 387 | 227 | 7.8 | $1.1M | 57 | 17 |
Household spending in the Lakeland-Winter Haven 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 | $240.8M | $832 | 87 |
| Gasoline and other fuels | $782.1M | $2,702 | 104 |
| Food away from home | $1B | $3,500 | 86 |
| Groceries | $1.7B | $5,794 | 92 |
| Personal care products and services | $243M | $840 | 84 |
| Child care and other personal services | $113.4M | $392 | 67 |
| Memberships, classes and admissions | $183.6M | $634 | 65 |
| Medical and dental services | $302.7M | $1,046 | 81 |
| Pets | $238.9M | $825 | 91 |
| Clothing, shoes and related services | $508.5M | $1,757 | 85 |
| Vehicle insurance | $671.1M | $2,319 | 118 |
| Home repairs, maintenance and insurance | $783M | $2,705 | 90 |
| Lawn care, cleaning and other household services | $402.2M | $1,390 | 98 |
| Rent and homeowner costs | $4.2B | $14,367 | 86 |
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 Lakeland-Winter Haven metro area
- Population, 2025 estimate
- 874,790+19.8% since 2020
- Households
- 289,425
- Median age
- 40.5
- Homes lived in by their owners
- 70%
- Vehicles per household
- 1.8
- Land area
- 1,799 sq. mi.
- People per square mile
- 440
- Median household income
- $65,978+30.4% vs. 2015–2019, before inflation
- Average household income
- $87,487
- Median home value
- $266,500
- Jobs located here
- 284,856
- Daytime population
- 728,367Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Lakeland-Winter Haven 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 Lakeland-Winter Haven 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 Lakeland-Winter Haven metro area 1
- Polk County, FL790,694 people
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Questions
How fast is the Lakeland-Winter Haven, FL metro area growing?
Population estimates put the Lakeland-Winter Haven metro area at 874,790 people in 2025, up 19.8% since 2020, faster than the U.S. (+3.1%). It has 289,425 households. Median household income rose 30.4% from the 2015–2019 survey, before inflation.
How much do households in the Lakeland-Winter Haven, FL metro area spend?
Households in the Lakeland-Winter Haven metro area spend about $4.2B a year on rent and homeowner costs, $1.7B on groceries and $1B on food away from home. Set against the U.S., households in the Lakeland-Winter Haven metro area spend the most on vehicle insurance (an index of 118, where 100 is the U.S. average) and the least on memberships, classes and admissions (65).
Which business types have the highest market scores in the Lakeland-Winter Haven, FL metro area?
The highest Groundwork market scores in the Lakeland-Winter Haven metro area are for funeral homes (85), physical therapy clinics (80) and coffee shops and cafes (79). The Lakeland-Winter Haven metro area ranks #20 of 377 scored metro areas for funeral homes.
How does the Lakeland-Winter Haven, FL metro area compare with the U.S.?
The median household income in the Lakeland-Winter Haven metro area is $65,978 a year, 18% below the U.S. median of $80,734. The population rose 19.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $266,500, against $332,700 for the U.S. For its number of households, the Lakeland-Winter Haven metro area has the most map listings, relative to the U.S., for home inspectors (67% above the U.S. rate) and the fewest for yoga, Pilates and fitness studios (58% 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. All 56 business types have a score in the Lakeland-Winter Haven 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 Lakeland-Winter Haven 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.
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Screening a site or an acquisition in the Lakeland-Winter Haven 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 Lakeland-Winter Haven 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.