Metro area profile · Hawaii
Urban Honolulu, HI metro area market data
How the Urban Honolulu metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 988,703
- −2.3% since 2020
- Households
- 338,868
- Median household income
- $106,195
- +23.7% vs. 2015–2019, before inflation
- Median home value
- $897,500
- Jobs located here
- 441,980
- Highest market score
- 80
- Funeral homes, #27 of 377 scored metro areas
A site report maps the competitors on map listings around any address in the Urban Honolulu metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Urban Honolulu 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
The Urban Honolulu metro area has an estimated 988,703 people and 338,868 households. Population estimates put the population change in the Urban Honolulu metro area from 2020 to 2025 at −2.3%, against +3.1% for the U.S. Median household income in the Urban Honolulu metro area is $106,195, 32% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 23.7%, before inflation.
Relative to the U.S., household spending in the Urban Honolulu metro area runs highest on child care and other personal services (an index of 156, where 100 is the U.S. average) and lowest on vehicle insurance (91).
Of the business types scored in the Urban Honolulu metro area, funeral homes (80), gyms (79) and pet grooming and boarding businesses (78) have the highest Groundwork market scores. For funeral homes, that ranks #27 of 377 scored metro areas.
The Urban Honolulu metro area is made up of one county, Honolulu County. Against the U.S., map listings per household run highest for urgent care and walk-in clinics (4.2 times the U.S. rate) and lowest for funeral homes (67% below the U.S. rate).
All 56 business types in the Urban Honolulu metro area
Highest Groundwork market score first. Each score compares the Urban Honolulu metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Funeral homes | 80 | #27 of 377 | 25 | 0.7 | $2.7M | 394 | 15 |
| Gyms | 79 | #13 of 387 | 233 | 6.9 | $2.1M | 164 | 52 |
| Pet grooming and boarding | 78 | #15 of 386 | 66 | 1.9 | $6M | 238 | 37 |
| Pet businesses | 78 | #20 of 387 | 230 | 6.8 | $1.7M | 197 | 120 |
| Veterinarians | 78 | #24 of 384 | 81 | 2.4 | $4.9M | 181 | 58 |
| Landscaping and lawn care | 77 | #20 of 385 | 77 | 2.3 | $6.7M | 228 | 155 |
| Home inspectors | 75 | #16 of 243 | 11 | 0.3 | Index only | 238 | 12 |
| Auto repair and car care | 73 | #34 of 387 | 807 | 23.8 | $436K | 162 | 340 |
| Lawn, cleaning and pest control | 73 | #37 of 387 | 174 | 5.1 | $3M | 176 | 412 |
| Auto repair shops | 72 | #46 of 387 | 490 | 14.5 | $718K | 161 | 239 |
| Tire shops | 72 | #48 of 386 | 65 | 1.9 | $5.4M | 216 | 31 |
| HVAC and plumbing | 71 | #39 of 387 | 126 | 3.7 | $8.9M | 186 | 249 |
| Child care and preschools | 71 | #51 of 387 | 139 | 4.1 | $2.2M | 220 | 171 |
| Dry cleaners | 70 | #29 of 272 | 25 | 0.7 | $28.7M | 183 | 19 |
| Oil change and quick lube | 70 | #45 of 290 | 8 | 0.2 | $44M | 320 | 17 |
| Chiropractors | 69 | #53 of 386 | 147 | 4.3 | $3.4M | 144 | 66 |
| Laundromats | 68 | #74 of 364 | 34 | 1.0 | $21.1M | 169 | 16 |
| Gyms, studios and classes | 67 | #49 of 387 | 567 | 16.7 | $875K | 132 | 160 |
| Home repair trades | 67 | #55 of 387 | 270 | 8.0 | $4.1M | 170 | 546 |
| Pet stores | 67 | #72 of 382 | 57 | 1.7 | $7M | 155 | 25 |
| Pest control | 66 | #65 of 345 | 37 | 1.1 | $13.9M | 136 | 33 |
| Roofing and gutters | 64 | #80 of 381 | 84 | 2.5 | $13.3M | 157 | 63 |
| Car washes and detailing | 64 | #84 of 387 | 97 | 2.9 | $3.6M | 144 | 44 |
| Physical therapy | 64 | #92 of 386 | 142 | 4.2 | $3.6M | 148 | 124 |
| Gas stations | 64 | #102 of 387 | 178 | 5.3 | $4.8M | 203 | 121 |
| Electricians | 62 | #85 of 383 | 60 | 1.8 | $18.6M | 155 | 234 |
| Yoga, Pilates and fitness studios | 61 | #78 of 347 | 118 | 3.5 | $4.2M | 104 | 52 |
| Nail salons | 61 | #90 of 387 | 153 | 4.5 | $2.6M | 156 | 68 |
| Hair salons | 60 | #96 of 387 | 603 | 17.8 | $660K | 153 | 237 |
| Collision repair and body shops | 59 | #133 of 381 | 80 | 2.4 | $4.4M | 143 | 78 |
| Salons, barbers and spas | 58 | #102 of 387 | 1,354 | 40.0 | $294K | 138 | 454 |
| House cleaning | 56 | #120 of 375 | 60 | 1.8 | $8.6M | 134 | 224 |
| Insurance agencies | 56 | #148 of 387 | 312 | 9.2 | $1.9M | 154 | 277 |
| Pizza | 55 | #151 of 387 | 166 | 4.9 | $9.5M | 188 | 1,027 |
| Convenience stores | 53 | #179 of 387 | 223 | 6.6 | $10.1M | 129 | 126 |
| Real estate agents and brokers | 52 | #162 of 387 | 1,001 | 29.5 | Index only | 126 | 346 |
| Martial arts and dance studios | 52 | #164 of 387 | 216 | 6.4 | $2.3M | 114 | 108 |
| Barbershops | 52 | #173 of 387 | 129 | 3.8 | $3.1M | 164 | 45 |
| Fast food and sandwich shops | 50 | #192 of 387 | 435 | 12.8 | $3.6M | 119 | 1,027 |
| Real estate | 49 | #188 of 387 | 1,338 | 39.5 | Index only | 119 | 745 |
| Doctors, dentists and clinics | 48 | #204 of 387 | 2,864 | 84.5 | $177K | 116 | 1,398 |
| Grocery and convenience stores | 45 | #231 of 387 | 636 | 18.8 | $3.6M | 105 | 290 |
| Optometrists and eye care | 43 | #261 of 386 | 157 | 4.6 | $3.2M | 103 | 73 |
| Spas and skin care | 41 | #273 of 387 | 439 | 13.0 | $907K | 104 | 101 |
| Dentists and orthodontists | 40 | #266 of 387 | 491 | 14.5 | $1M | 105 | 414 |
| Grocery stores | 38 | #272 of 387 | 243 | 7.2 | $9.3M | 100 | 164 |
| Property management | 38 | #284 of 374 | 140 | 4.1 | Index only | 88 | 224 |
| Mortgage brokers and lenders | 37 | #292 of 373 | 186 | 5.5 | Index only | 95 | 89 |
| Urgent care and walk-in clinics | 36 | #157 of 197 | 72 | 2.1 | $7M | 29 | 22 |
| Restaurants and cafes | 26 | #348 of 387 | 4,941 | 145.8 | $320K | 86 | 2,194 |
| Sit-down restaurants | 26 | #359 of 387 | 2,913 | 86.0 | $544K | 82 | 797 |
| Bakeries and dessert shops | 26 | #365 of 387 | 496 | 14.6 | $3.2M | 77 | 411 |
| Coffee shops and cafes | 25 | #364 of 387 | 608 | 17.9 | $2.6M | 70 | 364 |
| Primary care and pediatrics | 24 | #354 of 387 | 733 | 21.6 | $690K | 39 | 699 |
| Clothing and shoe stores | 22 | #354 of 387 | 886 | 26.1 | $810K | 64 | 514 |
| Clothing, shoes and laundry | 21 | #353 of 387 | 1,232 | 36.4 | $583K | 66 | 549 |
Household spending in the Urban Honolulu metro 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 | $351.8M | $1,038 | 108 |
| Gasoline and other fuels | $860.3M | $2,539 | 98 |
| Food away from home | $1.6B | $4,672 | 115 |
| Groceries | $2.3B | $6,666 | 105 |
| Personal care products and services | $398.1M | $1,175 | 117 |
| Child care and other personal services | $306.2M | $904 | 156 |
| Memberships, classes and admissions | $496.1M | $1,464 | 149 |
| Medical and dental services | $505.7M | $1,492 | 116 |
| Pets | $399M | $1,177 | 129 |
| Clothing, shoes and related services | $717.7M | $2,118 | 103 |
| Vehicle insurance | $602.2M | $1,777 | 91 |
| Home repairs, maintenance and insurance | $1.1B | $3,294 | 109 |
| Lawn care, cleaning and other household services | $514.8M | $1,519 | 107 |
| Rent and homeowner costs | $6.9B | $20,306 | 122 |
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 Urban Honolulu metro area
- Population, 2025 estimate
- 988,703−2.3% since 2020
- Households
- 338,868
- Median age
- 41.3
- Homes lived in by their owners
- 60%
- Vehicles per household
- 1.8
- Land area
- 601 sq. mi.
- People per square mile
- 1,666
- Median household income
- $106,195+23.7% vs. 2015–2019, before inflation
- Average household income
- $136,603
- Median home value
- $897,500
- Jobs located here
- 441,980
- Daytime population
- 1,039,068Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Urban Honolulu 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 competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of the Urban Honolulu metro 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 Urban Honolulu metro area 1
- Honolulu County, HI1,001,146 people
Other markets based in Hawaii 3
- Kahului-Wailuku, HI metro area164,589 people
- Hilo-Kailua, HI area205,769 people
- Kapaa, HI area73,731 people
Questions
How fast is the Urban Honolulu, HI metro area growing?
Population estimates put the Urban Honolulu metro area at 988,703 people in 2025, down 2.3% since 2020, against +3.1% for the U.S. It has 338,868 households. Median household income rose 23.7% from the 2015–2019 survey, before inflation.
How much do households in the Urban Honolulu, HI metro area spend?
Households in the Urban Honolulu metro area spend about $6.9B a year on rent and homeowner costs, $2.3B on groceries and $1.6B on food away from home. Set against the U.S., households in the Urban Honolulu metro area spend the most on child care and other personal services (an index of 156, where 100 is the U.S. average) and the least on vehicle insurance (91).
Which business types have the highest market scores in the Urban Honolulu, HI metro area?
The highest Groundwork market scores in the Urban Honolulu metro area are for funeral homes (80), gyms (79) and pet grooming and boarding businesses (78). The Urban Honolulu metro area ranks #27 of 377 scored metro areas for funeral homes.
How does the Urban Honolulu, HI metro area compare with the U.S.?
The median household income in the Urban Honolulu metro area is $106,195 a year, 32% above the U.S. median of $80,734. The population fell 2.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $897,500, against $332,700 for the U.S. For its number of households, the Urban Honolulu metro area has the most map listings, relative to the U.S., for urgent care and walk-in clinics (4.2 times the U.S. rate) and the fewest for funeral homes (67% 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. All 56 business types have a score in the Urban Honolulu metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Urban Honolulu metro 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.
All markets in Hawaii · Every U.S. market · How we measure
Screening a site or an acquisition in the Urban Honolulu 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 Urban Honolulu 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.