Groceries and convenience · Small-town market · California
Grocery and convenience stores in the Truckee-Grass Valley, CA area
How the Truckee-Grass Valley, CA area compares with other small-town markets and the U.S. for grocery and convenience stores: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 63 out of 100: Upper middle
Ranked #139 of 538 scored small-town markets
#1 of 9 scored small-town markets based in California
- Listings
- 71
- 29 chain locations (41%)
- Official establishments
- 41
- +24.2% since 2019
- Household spending a year
- $271.5M
- On groceries · $6,333 a household
- Spending per listing
- $3.8M
- 13% above the U.S.
- Listings per 10k households
- 16.6
- 11% below the U.S.
- Population, 2025
- 101,911
- −0.4% since 2020
See the grocery and convenience stores around any address in the Truckee-Grass Valley area
The site report maps the grocery and convenience stores on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Truckee-Grass Valley 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
Household spending on groceries in the Truckee-Grass Valley area comes to about $271.5M a year: $6,333 per household, in line with the U.S. average. That works out to $3.8M per store, 13% above the U.S. figure of $3.4M.
The Truckee-Grass Valley area has 71 grocery and convenience stores on map listings as of September 2026. Chain locations make up 41% of them, against 42% across the U.S. That is 16.6 per 10,000 households, 11% below the U.S. rate of 18.7.
In 2023, official counts showed 41 businesses with payroll in the Truckee-Grass Valley area classed as grocery and convenience stores, up 24.2% from 2019. That is one for every 1,045 households, against one for every 1,293 across the U.S. Official counts also show 8 one-person businesses without payroll. Since fiscal 2022, 3 SBA-backed loans worth $2.4M have gone to businesses classed as grocery and convenience stores in the Truckee-Grass Valley area.
Between 2020 and 2025, the population of the Truckee-Grass Valley area declined 0.4%, against +3.1% for the U.S. For grocery and convenience stores, the Truckee-Grass Valley area has a Groundwork market score of 63 (upper middle): #139 of 538 scored small-town markets and #1 of 9 scored small-town markets based in California.
How the Truckee-Grass Valley area compares
The same measures for California and the whole U.S. Spending per listing divides a year of household spending on all groceries by the grocery and convenience stores counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Truckee-Grass Valley area | California | U.S. |
|---|---|---|---|
| Listings per 10k households | 16.6 | 18.1 | 18.7 |
| Spending per listing | $3.8M | $3.6M | $3.4M |
| Households per official establishment | 1,045 | 1,214 | 1,293 |
| Official establishment growth, 2019–2023 | +24.2% | +5.3% | +7.2% |
| Population growth, 2020–2025 | −0.4% | −0.4% | +3.1% |
| Spending per household on groceries | $6,333 | $6,548 | $6,319 |
| Median household income | $89,882 | $99,122 | $80,734 |
| Groundwork market score | 63 | 49 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 41+24.2% over the period
- Employees, 2023
- 1,366
- Annual payroll, 2023
- $52.3M
- One-person businesses, 2023
- 8Businesses with no payroll
- Map listings, September 2026
- 7129 chain locations
- Listings at the U.S. rate for this spending
- 80The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 3
- Amount
- $2.4M
SBA-backed loans to businesses classed as grocery and convenience stores in the Truckee-Grass Valley area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Truckee-Grass Valley area
- Population, 2025 estimate
- 101,911−0.4% since 2020
- Households
- 42,865
- Median age
- 49.8
- Homes lived in by their owners
- 75%
- Vehicles per household
- 2.0
- Land area
- 958 sq. mi.
- People per square mile
- 107
- Median household income
- $89,882+36.0% vs. 2015–2019, before inflation
- Average household income
- $124,444
- Median home value
- $621,800
- Jobs located here
- 31,275
- Daytime population
- 94,590Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Truckee-Grass Valley area?
These figures cover the whole small-town market. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the grocery and convenience stores on map listings by name and distance.
Or open the report at the center of the Truckee-Grass Valley area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardGrocery and convenience stores across California
Every California market ranked →The highest-scoring small-town markets in California for grocery and convenience stores, numbered among those based in California (a market based in another state is listed without a number), with the Truckee-Grass Valley area marked.
Top small-town markets in California
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| Gardnerville Ranchos, NV-CA | 74 | 25 | 11.5 | $5.5M | +0.9% | #44 of 538 |
| 1Truckee-Grass Valley, CA | 63 | 71 | 16.6 | $3.8M | −0.4% | #139 of 538 |
| 2Crescent City, CA | 57 | 14 | 14.7 | $3.9M | −4.4% | #210 of 538 |
| 3Sonora, CA | 50 | 46 | 20.3 | $3M | −4.0% | #282 of 538 |
| 4Bishop, CA | 47 | 21 | 26.1 | $2.3M | −4.4% | #314 of 538 |
| 5Susanville, CA | 45 | 14 | 15.1 | $3.7M | −13.1% | #328 of 538 |
| 6Clearlake, CA | 39 | 57 | 21.2 | $2.7M | −0.6% | #389 of 538 |
| 7Eureka-Arcata, CA | 36 | 113 | 20.6 | $2.7M | −3.4% | #409 of 538 |
| 8Red Bluff, CA | 35 | 59 | 23.8 | $2.4M | −1.7% | #416 of 538 |
| 9Ukiah, CA | 26 | 94 | 27.0 | $2.1M | −3.5% | #471 of 538 |
Other business types in the Truckee-Grass Valley area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
- Grocery and convenience stores63
- Grocery stores53
- Convenience stores81
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many grocery and convenience stores are in the Truckee-Grass Valley, CA area?
Map listings as of September 2026 show 71 grocery and convenience stores in the Truckee-Grass Valley area. 29 of them (41%) are chain locations. The listings count grocery, convenience and specialty food stores. Official counts show 41 businesses with payroll classed as grocery and convenience stores in 2023, up 24.2% from 2019. Another 8 one-person businesses have no payroll, by official counts.
How much do households in the Truckee-Grass Valley, CA area spend on groceries?
About $271.5M a year, or $6,333 per household. That is in line with the U.S. average (an index of 100, where 100 is the U.S. average). Spread across the 71 grocery and convenience stores on map listings, it comes to $3.8M per store. It is estimated from the incomes of the 42,865 households in the Truckee-Grass Valley area and national spending patterns by income.
How does the Truckee-Grass Valley, CA area compare with the U.S. for grocery and convenience stores?
The Truckee-Grass Valley area has 16.6 grocery and convenience stores per 10,000 households, 11% below the U.S. rate of 18.7. Spending per store is $3.8M, 13% above the U.S. figure of $3.4M. At the U.S. ratio of grocery and convenience stores to household spending, the Truckee-Grass Valley area would have about 80, against 71 on map listings. There is one business with payroll in the industry for every 1,045 households, against one for every 1,293 across the U.S. The official count rose 24.2% from 2019 to 2023, against +7.2% for the U.S.
How fast is the Truckee-Grass Valley, CA area growing?
Population estimates put the Truckee-Grass Valley area at 101,911 people in 2025, down 0.4% since 2020, against +3.1% for the U.S. It has 42,865 households. The median household income in the Truckee-Grass Valley area is $89,882 a year, 11% above the U.S. median of $80,734. That rose 36.0% from the 2015–2019 survey, before inflation.
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. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. 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. The Truckee-Grass Valley area scores 63 for grocery and convenience stores (upper middle), #139 of 538 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Truckee-Grass Valley area. It maps the grocery and convenience stores 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.
How the score works · Top markets for grocery and convenience stores · All 56 business types in the Truckee-Grass Valley area
Screening a site or an acquisition in the Truckee-Grass Valley 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 Truckee-Grass Valley 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.