County profile · Florida
Santa Rosa County, FL market data
How Santa Rosa County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 211,115
- +11.7% since 2020
- Households
- 72,605
- Median household income
- $91,922
- +35.3% vs. 2015–2019, before inflation
- Median home value
- $329,800
- Jobs located here
- 45,310
- Highest market score
- 91
- Gas stations, #20 of 2,358 scored counties
A site report maps the competitors on map listings around any address in Santa Rosa County by name and distance, and the households and spending within reach. Or open the report at the center of Santa Rosa 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
Santa Rosa County has an estimated 211,115 people and 72,605 households. Between 2020 and 2025, the population of Santa Rosa County grew 11.7%, faster than the U.S. (+3.1%). Median household income in Santa Rosa County is $91,922, 14% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 35.3%, before inflation.
Relative to the U.S., household spending in Santa Rosa County runs highest on vehicle insurance (an index of 141, where 100 is the U.S. average) and lowest on memberships, classes and admissions (87).
Of the business types scored in Santa Rosa County, gas stations (91), grocery stores (90) and insurance agencies (90) have the highest Groundwork market scores. For gas stations, that ranks #20 of 2,358 scored counties.
Santa Rosa County is part of the Pensacola-Ferry Pass-Brent metro area. Against the U.S., map listings per household run highest for home inspectors (2.8 times the U.S. rate) and lowest for clothing and shoe stores (54% below the U.S. rate).
All 56 business types in Santa Rosa County
Highest Groundwork market score first. Each score compares Santa Rosa 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 |
|---|---|---|---|---|---|---|---|
| Gas stations | 91 | #20 of 2,358 | 57 | 7.9 | $4.1M | 173 | 56 |
| Grocery stores | 90 | #53 of 2,070 | 32 | 4.4 | $14.5M | 156 | 19 |
| Insurance agencies | 90 | #59 of 2,272 | 65 | 9.0 | $3.1M | 246 | 47 |
| Pizza | 89 | #16 of 2,090 | 39 | 5.4 | $7.8M | 153 | 105 |
| Child care and preschools | 89 | #19 of 1,611 | 27 | 3.7 | $1.4M | 140 | 20 |
| Grocery and convenience stores | 89 | #58 of 2,402 | 108 | 14.9 | $4.3M | 127 | 30 |
| Laundromats | 88 | #16 of 785 | 5 | 0.7 | $29.7M | 237 | Under 3 |
| Veterinarians | 88 | #26 of 1,485 | 23 | 3.2 | $3.1M | 116 | 13 |
| Clothing and shoe stores | 88 | #46 of 2,087 | 54 | 7.4 | $2.7M | 216 | 18 |
| Clothing, shoes and laundry | 87 | #52 of 2,210 | 78 | 10.7 | $1.9M | 216 | 22 |
| Restaurants and cafes | 86 | #53 of 2,405 | 552 | 76.0 | $548K | 148 | 236 |
| Auto repair shops | 85 | #49 of 2,378 | 101 | 13.9 | $738K | 166 | 46 |
| Coffee shops and cafes | 85 | #53 of 2,063 | 56 | 7.7 | $5.4M | 146 | 25 |
| Bakeries and dessert shops | 85 | #53 of 1,889 | 50 | 6.9 | $6.1M | 146 | 25 |
| Tire shops | 84 | #51 of 1,530 | 17 | 2.3 | $4.4M | 175 | 9 |
| Sit-down restaurants | 83 | #87 of 2,405 | 293 | 40.4 | $1M | 156 | 104 |
| Collision repair and body shops | 82 | #48 of 1,327 | 12 | 1.7 | $6.2M | 201 | 16 |
| Convenience stores | 82 | #134 of 2,261 | 64 | 8.8 | $7.3M | 92 | 11 |
| Auto repair and car care | 81 | #106 of 2,401 | 200 | 27.5 | $372K | 139 | 80 |
| Dentists and orthodontists | 80 | #77 of 1,886 | 51 | 7.0 | $1.7M | 175 | 30 |
| Fast food and sandwich shops | 80 | #136 of 2,222 | 89 | 12.3 | $3.4M | 111 | 105 |
| Optometrists and eye care | 79 | #63 of 1,302 | 18 | 2.5 | $4.9M | 156 | 10 |
| Funeral homes | 79 | #77 of 1,472 | 9 | 1.2 | $1.1M | 168 | 6 |
| Chiropractors | 78 | #83 of 1,490 | 25 | 3.4 | $3.5M | 147 | 15 |
| Pet stores | 77 | #82 of 974 | 17 | 2.3 | $4.3M | 94 | 4 |
| Pet businesses | 77 | #127 of 2,200 | 91 | 12.5 | $794K | 90 | 30 |
| Physical therapy | 76 | #115 of 1,422 | 22 | 3.0 | $4M | 166 | 23 |
| Mortgage brokers and lenders | 72 | #96 of 887 | 18 | 2.5 | Index only | 168 | 12 |
| Barbershops | 72 | #189 of 1,356 | 30 | 4.1 | $2.4M | 126 | 4 |
| Yoga, Pilates and fitness studios | 70 | #90 of 777 | 11 | 1.5 | $5.6M | 138 | 20 |
| HVAC and plumbing | 68 | #256 of 1,707 | 47 | 6.5 | $4.8M | 102 | 72 |
| Roofing and gutters | 67 | #215 of 1,177 | 29 | 4.0 | $7.9M | 93 | 16 |
| Oil change and quick lube | 66 | #108 of 479 | 7 | 1.0 | $10.6M | 77 | 4 |
| Nail salons | 66 | #252 of 1,328 | 41 | 5.6 | $1.7M | 104 | 11 |
| Pet grooming and boarding | 66 | #340 of 1,461 | 44 | 6.1 | $1.6M | 65 | 13 |
| Electricians | 64 | #275 of 1,160 | 23 | 3.2 | $9.9M | 82 | 50 |
| Spas and skin care | 64 | #405 of 1,769 | 75 | 10.3 | $951K | 109 | 13 |
| Property management | 63 | #246 of 910 | 22 | 3.0 | Index only | 96 | 26 |
| Home repair trades | 63 | #464 of 2,057 | 99 | 13.6 | $2.3M | 95 | 138 |
| Hair salons | 63 | #556 of 2,339 | 160 | 22.0 | $446K | 104 | 39 |
| Pest control | 62 | #201 of 699 | 16 | 2.2 | $7.3M | 71 | 10 |
| House cleaning | 62 | #209 of 847 | 26 | 3.6 | $4.5M | 70 | 30 |
| Gyms | 62 | #470 of 1,792 | 56 | 7.7 | $1.1M | 85 | 20 |
| Landscaping and lawn care | 59 | #495 of 1,493 | 57 | 7.9 | $2M | 70 | 77 |
| Martial arts and dance studios | 56 | #505 of 1,334 | 35 | 4.8 | $1.8M | 87 | 20 |
| Gyms, studios and classes | 56 | #786 of 2,088 | 102 | 14.0 | $606K | 91 | 40 |
| Salons, barbers and spas | 56 | #861 of 2,385 | 308 | 42.4 | $232K | 109 | 69 |
| Lawn, cleaning and pest control | 54 | #734 of 1,771 | 99 | 13.6 | $1.2M | 70 | 117 |
| Car washes and detailing | 51 | #708 of 1,451 | 34 | 4.7 | $2.2M | 87 | 18 |
| Doctors, dentists and clinics | 49 | #1,246 of 2,394 | 533 | 73.4 | $165K | 108 | 226 |
| Primary care and pediatrics | 45 | #1,022 of 1,656 | 65 | 9.0 | $1.4M | 76 | 141 |
| Real estate | 41 | #1,585 of 2,229 | 313 | 43.1 | Index only | 87 | 263 |
| Real estate agents and brokers | 40 | #1,610 of 2,176 | 261 | 35.9 | Index only | 83 | 177 |
| Home inspectors | 30 | #366 of 415 | 12 | 1.7 | Index only | 37 | 15 |
| Urgent care and walk-in clinics | Not scored | Not scored | 3 | 0.4 | $29.3M | 120 | 7 |
| Dry cleaners | Not scored | Not scored | 2 | 0.3 | $74.2M | Too few | 4 |
Household spending in Santa Rosa 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 | $74.5M | $1,026 | 107 |
| Gasoline and other fuels | $235.4M | $3,242 | 125 |
| Food away from home | $302.7M | $4,170 | 102 |
| Groceries | $465.2M | $6,408 | 101 |
| Personal care products and services | $71.3M | $982 | 98 |
| Child care and other personal services | $38M | $523 | 90 |
| Memberships, classes and admissions | $61.8M | $851 | 87 |
| Medical and dental services | $88M | $1,212 | 94 |
| Pets | $72.3M | $996 | 109 |
| Clothing, shoes and related services | $148.4M | $2,044 | 99 |
| Vehicle insurance | $200.8M | $2,765 | 141 |
| Home repairs, maintenance and insurance | $227.8M | $3,138 | 104 |
| Lawn care, cleaning and other household services | $116.2M | $1,600 | 113 |
| Rent and homeowner costs | $1.2B | $16,240 | 97 |
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 Santa Rosa County
- Population, 2025 estimate
- 211,115+11.7% since 2020
- Households
- 72,605
- Median age
- 40.9
- Homes lived in by their owners
- 81%
- Vehicles per household
- 2.1
- Land area
- 1,012 sq. mi.
- People per square mile
- 196
- Median household income
- $91,922+35.3% vs. 2015–2019, before inflation
- Average household income
- $114,225
- Median home value
- $329,800
- Jobs located here
- 45,310
- Daytime population
- 165,759Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Santa Rosa 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 Santa Rosa 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
- Escambia County, FL325,923 people
- Okaloosa County, FL216,599 people
- Walton County, FL82,948 people
- Holmes County, FL19,513 people
- Washington County, FL25,529 people
- Bay County, FL186,393 people
- Jackson County, FL48,250 people
- Gulf County, FL15,131 people
Questions
How fast is Santa Rosa County, FL growing?
Population estimates put Santa Rosa County at 211,115 people in 2025, up 11.7% since 2020, faster than the U.S. (+3.1%). It has 72,605 households. Median household income rose 35.3% from the 2015–2019 survey, before inflation.
How much do households in Santa Rosa County, FL spend?
Households in Santa Rosa County spend about $1.2B a year on rent and homeowner costs, $465.2M on groceries and $302.7M on food away from home. Set against the U.S., households in Santa Rosa County spend the most on vehicle insurance (an index of 141, where 100 is the U.S. average) and the least on memberships, classes and admissions (87).
Which business types have the highest market scores in Santa Rosa County, FL?
The highest Groundwork market scores in Santa Rosa County are for gas stations (91), grocery stores (90) and insurance agencies (90). Santa Rosa County ranks #20 of 2,358 scored counties for gas stations.
How does Santa Rosa County, FL compare with the U.S.?
The median household income in Santa Rosa County is $91,922 a year, 14% above the U.S. median of $80,734. The population rose 11.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $329,800, against $332,700 for the U.S. For its number of households, Santa Rosa County has the most map listings, relative to the U.S., for home inspectors (2.8 times the U.S. rate) and the fewest for clothing and shoe stores (54% 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. 54 of the 56 business types have a score in Santa Rosa 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 Santa Rosa 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 Santa Rosa 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 Santa Rosa 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.