Small-town market profile · Hawaii
Kapaa, HI area market data
How the Kapaa area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 73,400
- +0.3% since 2020
- Households
- 23,632
- Median household income
- $97,668
- +16.9% vs. 2015–2019, before inflation
- Median home value
- $873,200
- Jobs located here
- 28,378
- Highest market score
- 88
- Pet businesses, #1 of 527 scored small-town markets
A site report maps the competitors on map listings around any address in the Kapaa area by name and distance, and the households and spending within reach. Or open the report at the center of the Kapaa 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
The Kapaa area has an estimated 73,400 people and 23,632 households. Population estimates show the Kapaa area grew 0.3% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Kapaa area is $97,668, 21% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 16.9%, before inflation.
Relative to the U.S., household spending in the Kapaa area runs highest on child care and other personal services (an index of 138, where 100 is the U.S. average) and lowest on clothing, shoes and related services (97).
Of the business types scored in the Kapaa area, pet businesses (88), veterinarians (87) and funeral homes (85) have the highest Groundwork market scores. For pet businesses, that ranks #1 of 527 scored small-town markets.
The Kapaa area is made up of one county, Kauai County. Against the U.S., map listings per household run highest for yoga, Pilates and fitness studios (4.8 times the U.S. rate) and lowest for insurance agencies (56% below the U.S. rate).
All 56 business types in the Kapaa area
Highest Groundwork market score first. Each score compares the Kapaa 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 |
|---|---|---|---|---|---|---|---|
| Pet businesses | 88 | #1 of 527 | 14 | 5.9 | $1.9M | 211 | 4 |
| Veterinarians | 87 | #6 of 398 | 5 | 2.1 | $5.2M | 191 | 4 |
| Funeral homes | 85 | #13 of 365 | 5 | 2.1 | $993K | 146 | Under 3 |
| Gas stations | 84 | #13 of 536 | 25 | 10.6 | $3M | 127 | 19 |
| Chiropractors | 80 | #10 of 426 | 10 | 4.2 | $3.3M | 139 | 4 |
| Barbershops | 80 | #31 of 377 | 8 | 3.4 | $3.3M | 174 | Under 3 |
| Collision repair and body shops | 79 | #20 of 387 | 6 | 2.5 | $5.1M | 165 | 6 |
| Auto repair and car care | 79 | #23 of 538 | 73 | 30.9 | $419K | 156 | 34 |
| Auto repair shops | 75 | #40 of 538 | 42 | 17.8 | $728K | 164 | 27 |
| Insurance agencies | 74 | #71 of 537 | 16 | 6.8 | $3.3M | 266 | 19 |
| Car washes and detailing | 71 | #68 of 441 | 9 | 3.8 | $3.4M | 135 | 5 |
| Child care and preschools | 68 | #83 of 454 | 13 | 5.5 | $1.5M | 146 | 17 |
| Roofing and gutters | 67 | #49 of 288 | 5 | 2.1 | $14.6M | 173 | 7 |
| Optometrists and eye care | 64 | #91 of 400 | 9 | 3.8 | $3.7M | 118 | 6 |
| Pest control | 63 | #22 of 85 | 5 | 2.1 | $6.8M | 66 | 4 |
| Hair salons | 61 | #142 of 538 | 58 | 24.5 | $453K | 105 | 11 |
| Laundromats | 60 | #47 of 150 | 6 | 2.5 | $7.8M | 63 | Under 3 |
| Landscaping and lawn care | 60 | #116 of 399 | 8 | 3.4 | $4.2M | 145 | 58 |
| Electricians | 59 | #92 of 295 | 7 | 3.0 | $10.4M | 87 | 24 |
| Nail salons | 57 | #150 of 387 | 15 | 6.3 | $1.8M | 105 | Under 3 |
| Physical therapy | 57 | #152 of 400 | 11 | 4.7 | $3M | 126 | 13 |
| Gyms | 57 | #186 of 506 | 30 | 12.7 | $1M | 79 | 6 |
| Fast food and sandwich shops | 57 | #209 of 537 | 31 | 13.1 | $3.4M | 110 | 91 |
| Home repair trades | 56 | #186 of 526 | 28 | 11.8 | $2.6M | 107 | 59 |
| Doctors, dentists and clinics | 56 | #212 of 538 | 152 | 64.3 | $219K | 144 | 89 |
| Convenience stores | 55 | #236 of 529 | 27 | 11.4 | $5.6M | 72 | 9 |
| HVAC and plumbing | 54 | #191 of 476 | 16 | 6.8 | $4.6M | 96 | 28 |
| Pizza | 52 | #230 of 520 | 22 | 9.3 | $4.7M | 93 | 91 |
| Primary care and pediatrics | 51 | #228 of 458 | 20 | 8.5 | $1.7M | 93 | 34 |
| Lawn, cleaning and pest control | 48 | #250 of 481 | 20 | 8.5 | $1.7M | 101 | 97 |
| Mortgage brokers and lenders | 46 | #104 of 177 | 15 | 6.3 | Index only | 78 | Under 3 |
| House cleaning | 44 | #83 of 142 | 7 | 3.0 | $4.8M | 76 | 35 |
| Salons, barbers and spas | 44 | #350 of 538 | 132 | 55.9 | $199K | 94 | 21 |
| Yoga, Pilates and fitness studios | 42 | #81 of 112 | 27 | 11.4 | $1.1M | 28 | 6 |
| Martial arts and dance studios | 40 | #259 of 378 | 20 | 8.5 | $1.5M | 76 | 20 |
| Dentists and orthodontists | 38 | #380 of 526 | 34 | 14.4 | $979K | 100 | 29 |
| Property management | 37 | #144 of 180 | 14 | 5.9 | Index only | 59 | 33 |
| Grocery and convenience stores | 35 | #420 of 538 | 89 | 37.7 | $1.7M | 51 | 28 |
| Gyms, studios and classes | 33 | #449 of 535 | 77 | 32.6 | $401K | 61 | 26 |
| Real estate | 33 | #480 of 536 | 136 | 57.5 | Index only | 78 | 95 |
| Real estate agents and brokers | 33 | #481 of 533 | 107 | 45.3 | Index only | 78 | 51 |
| Spas and skin care | 31 | #442 of 504 | 49 | 20.7 | $536K | 61 | 10 |
| Grocery stores | 30 | #428 of 506 | 42 | 17.8 | $3.6M | 39 | 19 |
| Restaurants and cafes | 30 | #463 of 538 | 631 | 267.0 | $165K | 44 | 216 |
| Sit-down restaurants | 30 | #468 of 538 | 353 | 149.4 | $294K | 44 | 86 |
| Bakeries and dessert shops | 29 | #459 of 507 | 73 | 30.9 | $1.4M | 34 | 47 |
| Coffee shops and cafes | 29 | #480 of 529 | 94 | 39.8 | $1.1M | 30 | 39 |
| Clothing, shoes and laundry | 28 | #460 of 536 | 132 | 55.9 | $356K | 40 | 82 |
| Clothing and shoe stores | 28 | #460 of 536 | 94 | 39.8 | $500K | 39 | 78 |
| Pet stores | Not scored | Not scored | 4 | 1.7 | $6.5M | 144 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 1.3 | $10.2M | 407 | Under 3 |
| Dry cleaners | Not scored | Not scored | 2 | 0.8 | $23.5M | Too few | 4 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.8 | $15.3M | Too few | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 2 | 0.8 | $13M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.4 | $33.3M | Too few | 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Kapaa 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 | $30.6M | $1,294 | 135 |
| Gasoline and other fuels | $76M | $3,215 | 124 |
| Food away from home | $103.9M | $4,396 | 108 |
| Groceries | $152.5M | $6,451 | 102 |
| Personal care products and services | $26.3M | $1,112 | 111 |
| Child care and other personal services | $19M | $804 | 138 |
| Memberships, classes and admissions | $30.9M | $1,306 | 133 |
| Medical and dental services | $33.3M | $1,409 | 109 |
| Pets | $26M | $1,100 | 121 |
| Clothing, shoes and related services | $47M | $1,988 | 97 |
| Vehicle insurance | $53.4M | $2,259 | 115 |
| Home repairs, maintenance and insurance | $73M | $3,091 | 102 |
| Lawn care, cleaning and other household services | $33.9M | $1,435 | 102 |
| Rent and homeowner costs | $457.4M | $19,356 | 116 |
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 Kapaa area
- Population, 2025 estimate
- 73,400+0.3% since 2020
- Households
- 23,632
- Median age
- 43.9
- Homes lived in by their owners
- 69%
- Vehicles per household
- 2.3
- Land area
- 620 sq. mi.
- People per square mile
- 119
- Median household income
- $97,668+16.9% vs. 2015–2019, before inflation
- Average household income
- $126,466
- Median home value
- $873,200
- Jobs located here
- 28,378
- Daytime population
- 63,469Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Kapaa 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 Kapaa 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 Kapaa area 1
- Kauai County, HI73,731 people
Other markets based in Hawaii 3
- Urban Honolulu, HI metro area1,001,146 people
- Kahului-Wailuku, HI metro area164,589 people
- Hilo-Kailua, HI area205,769 people
Questions
How fast is the Kapaa, HI area growing?
Population estimates put the Kapaa area at 73,400 people in 2025, up 0.3% since 2020, slower than the U.S. (+3.1%). It has 23,632 households. Median household income rose 16.9% from the 2015–2019 survey, before inflation.
How much do households in the Kapaa, HI area spend?
Households in the Kapaa area spend about $457.4M a year on rent and homeowner costs, $152.5M on groceries and $103.9M on food away from home. Set against the U.S., households in the Kapaa area spend the most on child care and other personal services (an index of 138, where 100 is the U.S. average) and the least on clothing, shoes and related services (97).
Which business types have the highest market scores in the Kapaa, HI area?
The highest Groundwork market scores in the Kapaa area are for pet businesses (88), veterinarians (87) and funeral homes (85). The Kapaa area ranks #1 of 527 scored small-town markets for pet businesses.
How does the Kapaa, HI area compare with the U.S.?
The median household income in the Kapaa area is $97,668 a year, 21% above the U.S. median of $80,734. The population rose 0.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $873,200, against $332,700 for the U.S. For its number of households, the Kapaa area has the most map listings, relative to the U.S., for yoga, Pilates and fitness studios (4.8 times the U.S. rate) and the fewest for insurance agencies (56% 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. 49 of the 56 business types have a score in the Kapaa 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 Kapaa 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 Kapaa 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 Kapaa 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.