Metro area profile · Florida
Naples-Marco Island, FL metro area market data
Population, household spending and competition for 56 business types in the Naples-Marco Island metro area, each scored against other metro areas.
- Population, 2025
- 417,131
- +10.6% since 2020
- Households
- 165,875
- Median household income
- $90,045
- +29.3% vs. 2015–2019, before inflation
- Median home value
- $540,700
- Jobs located here
- 165,588
- Highest market score
- 97
- Funeral homes, #3 of 377 scored metro areas
A site report maps the competitors on map listings around any address in the Naples-Marco Island metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Naples-Marco Island 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
An estimated 417,131 people live in the Naples-Marco Island metro area, in 165,875 households. Between 2020 and 2025, the population of the Naples-Marco Island metro area grew 10.6%, faster than the U.S. (+3.1%). The median household income in the Naples-Marco Island metro area is $90,045 a year, 12% above the U.S. median of $80,734. That rose 29.3% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Naples-Marco Island metro area spend the most on lawn care, cleaning and other household services (an index of 119, where 100 is the U.S. average) and the least on vehicle maintenance and repairs (88).
The highest Groundwork market scores in the Naples-Marco Island metro area are for funeral homes (97), fast food and sandwich shops (93) and child care centers and preschools (91). The Naples-Marco Island metro area ranks #3 of 377 scored metro areas for funeral homes.
The Naples-Marco Island metro area is made up of one county, Collier County. For its number of households, the Naples-Marco Island metro area has the most map listings, relative to the U.S., for home inspectors (3.3 times the U.S. rate) and the fewest for funeral homes (62% below the U.S. rate).
All 56 business types in the Naples-Marco Island metro area
Highest Groundwork market score first. Each score compares the Naples-Marco Island 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 | 97 | #3 of 377 | 14 | 0.8 | $3M | 438 | 9 |
| Fast food and sandwich shops | 93 | #1 of 387 | 166 | 10.0 | $4.3M | 142 | 261 |
| Child care and preschools | 91 | #4 of 387 | 63 | 3.8 | $1.6M | 156 | 45 |
| Pizza | 83 | #10 of 387 | 129 | 7.8 | $5.6M | 110 | 261 |
| Gas stations | 80 | #17 of 387 | 113 | 6.8 | $3.8M | 160 | 71 |
| Oil change and quick lube | 76 | #22 of 290 | 7 | 0.4 | $20M | 146 | 7 |
| Laundromats | 76 | #34 of 364 | 14 | 0.8 | $25.6M | 205 | 14 |
| Bakeries and dessert shops | 74 | #21 of 387 | 139 | 8.4 | $5.2M | 125 | 107 |
| Convenience stores | 73 | #46 of 387 | 108 | 6.5 | $10M | 127 | 46 |
| Veterinarians | 72 | #52 of 384 | 65 | 3.9 | $2.7M | 98 | 40 |
| Tire shops | 72 | #53 of 386 | 39 | 2.4 | $3.6M | 143 | 19 |
| Grocery and convenience stores | 70 | #59 of 387 | 281 | 16.9 | $3.8M | 113 | 115 |
| Coffee shops and cafes | 69 | #53 of 387 | 170 | 10.2 | $4.2M | 114 | 96 |
| Pet businesses | 65 | #85 of 387 | 206 | 12.4 | $840K | 96 | 99 |
| Gyms | 63 | #79 of 387 | 124 | 7.5 | $1.3M | 98 | 54 |
| Martial arts and dance studios | 62 | #83 of 387 | 69 | 4.2 | $2.3M | 114 | 59 |
| Restaurants and cafes | 62 | #117 of 387 | 1,829 | 110.3 | $393K | 106 | 832 |
| Auto repair shops | 61 | #107 of 387 | 289 | 17.4 | $485K | 109 | 150 |
| Pet grooming and boarding | 60 | #119 of 386 | 81 | 4.9 | $2.1M | 84 | 37 |
| Insurance agencies | 59 | #132 of 387 | 255 | 15.4 | $1.4M | 115 | 184 |
| Collision repair and body shops | 59 | #138 of 381 | 38 | 2.3 | $3.7M | 120 | 39 |
| Grocery stores | 58 | #141 of 387 | 116 | 7.0 | $9.3M | 100 | 69 |
| Auto repair and car care | 57 | #144 of 387 | 502 | 30.3 | $279K | 104 | 229 |
| Barbershops | 56 | #140 of 387 | 78 | 4.7 | $2.2M | 115 | 24 |
| Urgent care and walk-in clinics | 55 | #80 of 197 | 9 | 0.5 | $23.2M | 94 | 17 |
| Gyms, studios and classes | 55 | #140 of 387 | 257 | 15.5 | $615K | 93 | 113 |
| Pet stores | 55 | #157 of 382 | 40 | 2.4 | $4.3M | 96 | 22 |
| Landscaping and lawn care | 53 | #170 of 385 | 123 | 7.4 | $2.3M | 77 | 385 |
| Physical therapy | 51 | #183 of 386 | 85 | 5.1 | $2.5M | 102 | 100 |
| Electricians | 50 | #198 of 383 | 58 | 3.5 | $9.4M | 78 | 191 |
| HVAC and plumbing | 47 | #221 of 387 | 148 | 8.9 | $3.7M | 78 | 216 |
| Pest control | 46 | #202 of 345 | 41 | 2.5 | $6.8M | 66 | 47 |
| Sit-down restaurants | 46 | #224 of 387 | 1,152 | 69.4 | $624K | 94 | 469 |
| Optometrists and eye care | 45 | #256 of 386 | 100 | 6.0 | $2.1M | 67 | 25 |
| Lawn, cleaning and pest control | 44 | #226 of 387 | 234 | 14.1 | $1.2M | 71 | 705 |
| Yoga, Pilates and fitness studios | 44 | #228 of 347 | 64 | 3.9 | $2.5M | 61 | 54 |
| Clothing and shoe stores | 43 | #248 of 387 | 381 | 23.0 | $941K | 74 | 227 |
| Roofing and gutters | 43 | #259 of 381 | 117 | 7.1 | $4.7M | 55 | 52 |
| Dry cleaners | 42 | #180 of 272 | 36 | 2.2 | $10M | 64 | 22 |
| Home repair trades | 42 | #256 of 387 | 323 | 19.5 | $1.7M | 70 | 459 |
| House cleaning | 41 | #265 of 375 | 70 | 4.2 | $4M | 62 | 273 |
| Clothing, shoes and laundry | 41 | #266 of 387 | 557 | 33.6 | $644K | 73 | 263 |
| Hair salons | 41 | #289 of 387 | 476 | 28.7 | $354K | 82 | 232 |
| Doctors, dentists and clinics | 40 | #273 of 387 | 1,563 | 94.2 | $134K | 88 | 896 |
| Primary care and pediatrics | 39 | #276 of 387 | 142 | 8.6 | $1.5M | 83 | 486 |
| Dentists and orthodontists | 38 | #292 of 387 | 247 | 14.9 | $845K | 86 | 190 |
| Chiropractors | 38 | #293 of 386 | 127 | 7.7 | $1.6M | 69 | 78 |
| Nail salons | 38 | #323 of 387 | 153 | 9.2 | $1.1M | 66 | 68 |
| Salons, barbers and spas | 35 | #337 of 387 | 1,088 | 65.6 | $155K | 73 | 408 |
| Mortgage brokers and lenders | 34 | #332 of 373 | 141 | 8.5 | Index only | 51 | 57 |
| Spas and skin care | 34 | #347 of 387 | 353 | 21.3 | $478K | 55 | 75 |
| Home inspectors | 33 | #201 of 243 | 33 | 2.0 | Index only | 32 | 20 |
| Car washes and detailing | 33 | #321 of 387 | 69 | 4.2 | $2M | 81 | 45 |
| Property management | 33 | #330 of 374 | 124 | 7.5 | Index only | 40 | 193 |
| Real estate | 32 | #364 of 387 | 1,911 | 115.2 | Index only | 34 | 1,363 |
| Real estate agents and brokers | 32 | #364 of 387 | 1,613 | 97.2 | Index only | 32 | 964 |
Household spending in the Naples-Marco Island 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 | $140M | $844 | 88 |
| Gasoline and other fuels | $431.6M | $2,602 | 100 |
| Food away from home | $718.8M | $4,334 | 106 |
| Groceries | $1.1B | $6,501 | 103 |
| Personal care products and services | $168.6M | $1,017 | 101 |
| Child care and other personal services | $98.5M | $594 | 102 |
| Memberships, classes and admissions | $158.1M | $953 | 97 |
| Medical and dental services | $208.7M | $1,258 | 98 |
| Pets | $173.1M | $1,044 | 115 |
| Clothing, shoes and related services | $358.5M | $2,161 | 105 |
| Vehicle insurance | $366.8M | $2,211 | 113 |
| Home repairs, maintenance and insurance | $546.1M | $3,292 | 109 |
| Lawn care, cleaning and other household services | $278M | $1,676 | 119 |
| Rent and homeowner costs | $2.8B | $16,775 | 101 |
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 Naples-Marco Island metro area
- Population, 2025 estimate
- 417,131+10.6% since 2020
- Households
- 165,875
- Median age
- 51.4
- Homes lived in by their owners
- 77%
- Vehicles per household
- 1.7
- Land area
- 1,997 sq. mi.
- People per square mile
- 199
- Median household income
- $90,045+29.3% vs. 2015–2019, before inflation
- Average household income
- $145,201
- Median home value
- $540,700
- Jobs located here
- 165,588
- Daytime population
- 398,800Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Naples-Marco Island 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 Naples-Marco Island 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 Naples-Marco Island metro area 1
- Collier County, FL398,291 people
Other markets based in Florida 12
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- Jacksonville, FL metro area1,683,960 people
- North Port-Bradenton-Sarasota, FL metro area889,339 people
- Cape Coral-Fort Myers, FL metro area817,666 people
- Lakeland-Winter Haven, FL metro area790,694 people
- Deltona-Daytona Beach-Ormond Beach, FL metro area706,150 people
- Palm Bay-Melbourne-Titusville, FL metro area632,780 people
- Pensacola-Ferry Pass-Brent, FL metro area524,395 people
- Port St. Lucie, FL metro area522,676 people
- Ocala, FL metro area400,078 people
Questions
How fast is the Naples-Marco Island, FL metro area growing?
Population estimates put the Naples-Marco Island metro area at 417,131 people in 2025, up 10.6% since 2020, faster than the U.S. (+3.1%). It has 165,875 households. Against the 2015–2019 survey, median household income rose 29.3%, before inflation.
How much do households in the Naples-Marco Island, FL metro area spend?
Households in the Naples-Marco Island metro area spend about $2.8B a year on rent and homeowner costs, $1.1B on groceries and $718.8M on food away from home. Relative to the U.S., household spending in the Naples-Marco Island metro area runs highest on lawn care, cleaning and other household services (an index of 119, where 100 is the U.S. average) and lowest on vehicle maintenance and repairs (88).
Which business types have the highest market scores in the Naples-Marco Island, FL metro area?
Of the business types scored in the Naples-Marco Island metro area, funeral homes (97), fast food and sandwich shops (93) and child care centers and preschools (91) have the highest Groundwork market scores. For funeral homes, that ranks #3 of 377 scored metro areas.
How does the Naples-Marco Island, FL metro area compare with the U.S.?
Median household income in the Naples-Marco Island metro area is $90,045, 12% above the U.S. median of $80,734. The population rose 10.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $540,700, against $332,700 for the U.S. Against the U.S., map listings per household run highest for home inspectors (3.3 times the U.S. rate) and lowest for funeral homes (62% 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 Naples-Marco Island 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 Naples-Marco Island 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 Naples-Marco Island 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 Naples-Marco Island 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.