Groceries and convenience · Metro area · Connecticut
Grocery stores in the Norwich-New London-Willimantic, CT metro area
The grocery stores in the Norwich-New London-Willimantic, CT metro area, the household spending behind them and how the market ranks against other metro areas.
Groundwork market score · out of 100
Score 65 out of 100: Upper middle
Ranked #85 of 387 scored metro areas
#1 of 5 scored metro areas based in Connecticut
- Listings
- 73
- 28 chain locations (38%)
- Official establishments
- 44
- Businesses with payroll, 2023
- Household spending a year
- $802M
- On groceries · $6,928 a household
- Spending per listing
- $11M
- 18% above the U.S.
- Listings per 10k households
- 6.3
- 7% below the U.S.
- Population, 2025
- 284,015
- +2.0% since 2020
See the grocery stores around any address in the Norwich-New London-Willimantic metro area
The site report maps the grocery 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 Norwich-New London-Willimantic 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
Map listings as of September 2026 show 73 grocery stores in the Norwich-New London-Willimantic metro area. Chain locations make up 38% of them, against 37% across the U.S. That comes to 6.3 for every 10,000 households, 7% below the U.S. rate of 6.8.
At $6,928 per household (10% above the U.S. average), households in the Norwich-New London-Willimantic metro area spend about $802M a year on groceries. That works out to $11M per store, 18% above the U.S. figure of $9.3M. That spending covers all groceries, which grocery stores share with other businesses in the trade.
The official count of businesses with payroll classed as supermarkets and grocery stores in the Norwich-New London-Willimantic metro area was 44 in 2023. That is one for every 2,631 households, against one for every 2,053 across the U.S. Since fiscal 2022, 2 SBA-backed loans worth $50K have gone to businesses classed as supermarkets and grocery stores in the Norwich-New London-Willimantic metro area.
Between 2020 and 2025, the population of the Norwich-New London-Willimantic metro area grew 2.0%, slower than the U.S. (+3.1%). The Groundwork market score for grocery stores in the Norwich-New London-Willimantic metro area is 65 (upper middle), #85 of 387 scored metro areas and #1 of 5 scored metro areas based in Connecticut. That puts it in the top quarter of metro areas.
How the Norwich-New London-Willimantic metro area compares
The same measures for Connecticut and the whole U.S. Spending per listing divides a year of household spending on all groceries by the grocery 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 | Norwich-New London-Willimantic metro area | Connecticut | U.S. |
|---|---|---|---|
| Listings per 10k households | 6.3 | 7.9 | 6.8 |
| Spending per listing | $11M | $9.1M | $9.3M |
| Households per official establishment | 2,631 | 1,870 | 2,053 |
| Official establishment growth, 2019–2023 | n/a | −3.9% | 0.0% |
| Population growth, 2020–2025 | +2.0% | +3.0% | +3.1% |
| Spending per household on groceries | $6,928 | $7,222 | $6,319 |
| Median household income | $86,586 | $95,781 | $80,734 |
| Groundwork market score | 65 | 51 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 44
- Employees, 2023
- 2,575
- Annual payroll, 2023
- $78.5M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 7328 chain locations
- Listings at the U.S. rate for this spending
- 86The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 2
- Amount
- $50K
SBA-backed loans to businesses classed as supermarkets and grocery stores in the Norwich-New London-Willimantic metro 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 Norwich-New London-Willimantic metro area
- Population, 2025 estimate
- 284,015+2.0% since 2020
- Households
- 115,768
- Median age
- 42.3
- Homes lived in by their owners
- 65%
- Vehicles per household
- 1.8
- Land area
- 598 sq. mi.
- People per square mile
- 468
- Median household income
- $86,586
- Average household income
- $111,769
- Median home value
- $323,400
- Jobs located here
- 118,380
- Daytime population
- 270,328Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Norwich-New London-Willimantic 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 grocery stores on map listings by name and distance.
Or open the report at the center of the Norwich-New London-Willimantic metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardGrocery stores across Connecticut
Every Connecticut market ranked →The highest-scoring metro areas in Connecticut for grocery stores, numbered among those based in Connecticut, with the Norwich-New London-Willimantic metro area marked.
Top metro areas in Connecticut
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Norwich-New London-Willimantic, CT | 65 | 73 | 6.3 | $11M | +2.0% | #85 of 387 |
| 2Waterbury-Shelton, CT | 50 | 133 | 7.4 | $9.4M | +3.2% | #205 of 387 |
| 3Bridgeport-Stamford-Danbury, CT | 46 | 307 | 8.6 | $8.9M | +3.7% | #228 of 387 |
| 4New Haven, CT | 44 | 180 | 7.8 | $9M | +2.5% | #237 of 387 |
| 5Hartford-West Hartford-East Hartford, CT | 43 | 386 | 8.3 | $8.7M | +3.0% | #244 of 387 |
Other business types in the Norwich-New London-Willimantic metro area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
- Grocery and convenience stores62
- Grocery stores65
- Convenience stores60
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 stores are in the Norwich-New London-Willimantic, CT metro area?
There are 73 grocery stores on map listings in the Norwich-New London-Willimantic metro area as of September 2026. 28 of them (38%) are chain locations. The listings count grocery stores and supermarkets. Official counts show 44 businesses with payroll classed as supermarkets and grocery stores in 2023.
How much do households in the Norwich-New London-Willimantic, CT metro area spend on groceries?
About $802M a year, or $6,928 per household. That is 10% above the U.S. average (an index of 110, where 100 is the U.S. average). Spread across the 73 grocery stores on map listings, it comes to $11M per store. The spending figure covers all groceries, not only grocery stores. It is estimated from the incomes of the 115,768 households in the Norwich-New London-Willimantic metro area and national spending patterns by income.
How does the Norwich-New London-Willimantic, CT metro area compare with the U.S. for grocery stores?
The Norwich-New London-Willimantic metro area has 6.3 grocery stores per 10,000 households, 7% below the U.S. rate of 6.8. Spending per store is $11M, 18% above the U.S. figure of $9.3M. At the national ratio of grocery stores to household spending, the Norwich-New London-Willimantic metro area would have about 86, against 73 on map listings. There is one business with payroll in the industry for every 2,631 households, against one for every 2,053 across the U.S.
How fast is the Norwich-New London-Willimantic, CT metro area growing?
Population estimates put the Norwich-New London-Willimantic metro area at 284,015 people in 2025, up 2.0% since 2020, slower than the U.S. (+3.1%). It has 115,768 households. Median household income in the Norwich-New London-Willimantic metro area is $86,586, 7% above the U.S. median of $80,734.
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. The Norwich-New London-Willimantic metro area scores 65 for grocery stores (upper middle), #85 of 387 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Norwich-New London-Willimantic metro area. It maps the grocery 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 stores · All 56 business types in the Norwich-New London-Willimantic metro area
Screening a site or an acquisition in the Norwich-New London-Willimantic 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 Norwich-New London-Willimantic 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.