Small-town market profile · Hawaii
Hilo-Kailua, HI area market data
Population, household spending and competition for 56 business types in the Hilo-Kailua area, each scored against other small-town markets.
- Population, 2025
- 210,043
- +4.6% since 2020
- Households
- 74,072
- Median household income
- $78,639
- +26.0% vs. 2015–2019, before inflation
- Median home value
- $519,300
- Jobs located here
- 69,607
- Highest market score
- 96
- Funeral homes, #1 of 365 scored small-town markets
A site report maps the competitors on map listings around any address in the Hilo-Kailua area by name and distance, and the households and spending within reach. Or open the report at the center of the Hilo-Kailua 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 210,043 people live in the Hilo-Kailua area, in 74,072 households. Population estimates put the population change in the Hilo-Kailua area from 2020 to 2025 at +4.6%, faster than the U.S. (+3.1%). The median household income in the Hilo-Kailua area is $78,639 a year, 3% below the U.S. median of $80,734. That rose 26.0% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Hilo-Kailua area spend the most on child care and other personal services (an index of 122, where 100 is the U.S. average) and the least on clothing, shoes and related services (89).
The highest Groundwork market scores in the Hilo-Kailua area are for funeral homes (96), pet grooming and boarding businesses (94) and barbershops (93). The Hilo-Kailua area ranks #1 of 365 scored small-town markets for funeral homes.
The Hilo-Kailua area is made up of one county, Hawaii County. For its number of households, the Hilo-Kailua area has the most map listings, relative to the U.S., for coffee shops and cafes (2.8 times the U.S. rate) and the fewest for barbershops (72% below the U.S. rate).
All 56 business types in the Hilo-Kailua area
Highest Groundwork market score first. Each score compares the Hilo-Kailua area with other small-town markets 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 small-town markets | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Funeral homes | 96 | #1 of 365 | 11 | 1.5 | $1.3M | 187 | Under 3 |
| Pet grooming and boarding | 94 | #1 of 387 | 20 | 2.7 | $3.7M | 144 | 7 |
| Barbershops | 93 | #3 of 377 | 11 | 1.5 | $6.8M | 362 | 3 |
| Pet stores | 91 | #3 of 220 | 17 | 2.3 | $4.3M | 95 | 4 |
| Tire shops | 90 | #3 of 431 | 14 | 1.9 | $6M | 238 | 10 |
| Car washes and detailing | 89 | #3 of 441 | 24 | 3.2 | $3.5M | 138 | 6 |
| Auto repair and car care | 88 | #8 of 538 | 232 | 31.3 | $360K | 134 | 84 |
| Collision repair and body shops | 87 | #6 of 387 | 20 | 2.7 | $4.2M | 136 | 13 |
| Insurance agencies | 86 | #26 of 537 | 34 | 4.6 | $4.4M | 347 | 41 |
| Nail salons | 85 | #8 of 387 | 29 | 3.9 | $2.6M | 155 | 7 |
| Veterinarians | 85 | #9 of 398 | 19 | 2.6 | $3.9M | 142 | 21 |
| Pet businesses | 83 | #9 of 527 | 61 | 8.2 | $1.2M | 137 | 32 |
| Gyms | 83 | #10 of 506 | 64 | 8.6 | $1.3M | 101 | 13 |
| Auto repair shops | 83 | #16 of 538 | 146 | 19.7 | $573K | 129 | 66 |
| Gas stations | 83 | #17 of 536 | 66 | 8.9 | $3.2M | 134 | 60 |
| Child care and preschools | 82 | #11 of 454 | 23 | 3.1 | $2.3M | 227 | 42 |
| Roofing and gutters | 81 | #8 of 288 | 16 | 2.2 | $13.1M | 155 | 14 |
| Hair salons | 78 | #16 of 538 | 110 | 14.9 | $682K | 158 | 37 |
| Laundromats | 77 | #12 of 150 | 11 | 1.5 | $12.3M | 98 | 8 |
| Optometrists and eye care | 74 | #35 of 400 | 30 | 4.1 | $3.2M | 102 | 12 |
| Fast food and sandwich shops | 74 | #58 of 537 | 60 | 8.1 | $4.9M | 161 | 165 |
| Martial arts and dance studios | 72 | #38 of 378 | 36 | 4.9 | $2.3M | 116 | 19 |
| Salons, barbers and spas | 72 | #41 of 538 | 244 | 32.9 | $307K | 145 | 62 |
| HVAC and plumbing | 72 | #44 of 476 | 41 | 5.5 | $5.1M | 108 | 64 |
| Pizza | 71 | #66 of 520 | 47 | 6.3 | $6.3M | 123 | 165 |
| Home repair trades | 68 | #69 of 526 | 83 | 11.2 | $2.5M | 104 | 126 |
| Chiropractors | 68 | #72 of 426 | 44 | 5.9 | $2.2M | 91 | 15 |
| Landscaping and lawn care | 68 | #76 of 399 | 28 | 3.8 | $3.5M | 119 | 78 |
| Convenience stores | 68 | #103 of 529 | 74 | 10.0 | $6.1M | 77 | 21 |
| Electricians | 67 | #43 of 295 | 26 | 3.5 | $8.1M | 67 | 48 |
| Physical therapy | 65 | #94 of 400 | 35 | 4.7 | $2.7M | 114 | 26 |
| Yoga, Pilates and fitness studios | 63 | #24 of 112 | 46 | 6.2 | $1.8M | 45 | 13 |
| House cleaning | 63 | #37 of 142 | 14 | 1.9 | $7M | 109 | 62 |
| Pest control | 61 | #25 of 85 | 15 | 2.0 | $6.5M | 64 | 15 |
| Mortgage brokers and lenders | 60 | #49 of 177 | 33 | 4.5 | Index only | 104 | 13 |
| Gyms, studios and classes | 59 | #169 of 535 | 146 | 19.7 | $575K | 87 | 32 |
| Dentists and orthodontists | 59 | #176 of 526 | 66 | 8.9 | $1.5M | 148 | 70 |
| Lawn, cleaning and pest control | 57 | #172 of 481 | 57 | 7.7 | $1.7M | 102 | 155 |
| Doctors, dentists and clinics | 57 | #209 of 538 | 537 | 72.5 | $179K | 117 | 228 |
| Property management | 56 | #73 of 180 | 29 | 3.9 | Index only | 83 | 54 |
| Grocery and convenience stores | 55 | #242 of 538 | 188 | 25.4 | $2.4M | 70 | 65 |
| Spas and skin care | 54 | #209 of 504 | 88 | 11.9 | $852K | 97 | 15 |
| Grocery stores | 54 | #235 of 506 | 59 | 8.0 | $7.6M | 82 | 44 |
| Primary care and pediatrics | 49 | #246 of 458 | 80 | 10.8 | $1.2M | 67 | 100 |
| Real estate agents and brokers | 44 | #345 of 533 | 278 | 37.5 | Index only | 88 | 81 |
| Sit-down restaurants | 43 | #341 of 538 | 586 | 79.1 | $503K | 76 | 177 |
| Real estate | 43 | #358 of 536 | 344 | 46.4 | Index only | 90 | 168 |
| Clothing and shoe stores | 42 | #338 of 536 | 152 | 20.5 | $889K | 70 | 89 |
| Restaurants and cafes | 42 | #360 of 538 | 1,109 | 149.7 | $266K | 72 | 407 |
| Bakeries and dessert shops | 40 | #362 of 507 | 122 | 16.5 | $2.4M | 58 | 72 |
| Clothing, shoes and laundry | 39 | #375 of 536 | 216 | 29.2 | $626K | 71 | 102 |
| Coffee shops and cafes | 39 | #391 of 529 | 231 | 31.2 | $1.3M | 34 | 65 |
| Home inspectors | Not scored | Not scored | 4 | 0.5 | Index only | 127 | 6 |
| Urgent care and walk-in clinics | Not scored | Not scored | 3 | 0.4 | $32M | 130 | 5 |
| Dry cleaners | Not scored | Not scored | 1 | 0.1 | $135.2M | Too few | 5 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.1 | $83.6M | Too few | Under 3 |
Household spending in the Hilo-Kailua 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 | $83.6M | $1,129 | 118 |
| Gasoline and other fuels | $210.8M | $2,846 | 110 |
| Food away from home | $294.8M | $3,980 | 98 |
| Groceries | $448.2M | $6,051 | 96 |
| Personal care products and services | $75M | $1,013 | 101 |
| Child care and other personal services | $52.3M | $707 | 122 |
| Memberships, classes and admissions | $84M | $1,134 | 115 |
| Medical and dental services | $96M | $1,296 | 101 |
| Pets | $73.3M | $990 | 109 |
| Clothing, shoes and related services | $135.2M | $1,825 | 89 |
| Vehicle insurance | $148M | $1,998 | 102 |
| Home repairs, maintenance and insurance | $209.8M | $2,832 | 94 |
| Lawn care, cleaning and other household services | $97.6M | $1,317 | 93 |
| Rent and homeowner costs | $1.3B | $18,018 | 108 |
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 Hilo-Kailua area
- Population, 2025 estimate
- 210,043+4.6% since 2020
- Households
- 74,072
- Median age
- 44.6
- Homes lived in by their owners
- 74%
- Vehicles per household
- 2.0
- Land area
- 4,028 sq. mi.
- People per square mile
- 51
- Median household income
- $78,639+26.0% vs. 2015–2019, before inflation
- Average household income
- $106,737
- Median home value
- $519,300
- Jobs located here
- 69,607
- Daytime population
- 224,838Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Hilo-Kailua 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 competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of the Hilo-Kailua 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 Hilo-Kailua area 1
- Hawaii County, HI205,769 people
Other markets based in Hawaii 3
- Urban Honolulu, HI metro area1,001,146 people
- Kahului-Wailuku, HI metro area164,589 people
- Kapaa, HI area73,731 people
Questions
How fast is the Hilo-Kailua, HI area growing?
Population estimates put the Hilo-Kailua area at 210,043 people in 2025, up 4.6% since 2020, faster than the U.S. (+3.1%). It has 74,072 households. Against the 2015–2019 survey, median household income rose 26.0%, before inflation.
How much do households in the Hilo-Kailua, HI area spend?
Households in the Hilo-Kailua area spend about $1.3B a year on rent and homeowner costs, $448.2M on groceries and $294.8M on food away from home. Relative to the U.S., household spending in the Hilo-Kailua area runs highest on child care and other personal services (an index of 122, where 100 is the U.S. average) and lowest on clothing, shoes and related services (89).
Which business types have the highest market scores in the Hilo-Kailua, HI area?
Of the business types scored in the Hilo-Kailua area, funeral homes (96), pet grooming and boarding businesses (94) and barbershops (93) have the highest Groundwork market scores. For funeral homes, that ranks #1 of 365 scored small-town markets.
How does the Hilo-Kailua, HI area compare with the U.S.?
Median household income in the Hilo-Kailua area is $78,639, 3% below the U.S. median of $80,734. The population rose 4.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $519,300, against $332,700 for the U.S. Against the U.S., map listings per household run highest for coffee shops and cafes (2.8 times the U.S. rate) and lowest for barbershops (72% 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. 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. 52 of the 56 business types have a score in the Hilo-Kailua area, each ranked against other small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Hilo-Kailua 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 Hilo-Kailua 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 Hilo-Kailua 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.