Small-town market profile · Kentucky
Henderson, KY area market data
Population, household spending and competition for 56 business types in the Henderson area, each scored against other small-town markets.
- Population, 2025
- 57,184
- −0.9% since 2020
- Households
- 23,445
- Median household income
- $59,053
- Median home value
- $161,700
- Jobs located here
- 20,779
- Highest market score
- 69
- Bakeries and dessert shops, #60 of 507 scored small-town markets
A site report maps the competitors on map listings around any address in the Henderson area by name and distance, and the households and spending within reach. Or open the report at the center of the Henderson 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 57,184 people live in the Henderson area, in 23,445 households. Population estimates put the population change in the Henderson area from 2020 to 2025 at −0.9%, against +3.1% for the U.S. The median household income in the Henderson area is $59,053 a year, 27% below the U.S. median of $80,734.
Set against the U.S., households in the Henderson area spend the most on vehicle insurance (an index of 125, where 100 is the U.S. average) and the least on memberships, classes and admissions (57).
The highest Groundwork market scores in the Henderson area are for bakeries and dessert shops (69), house cleaning businesses (68) and pet businesses (67). The Henderson area ranks #60 of 507 scored small-town markets for bakeries and dessert shops.
The Henderson area takes in 2 counties: Henderson County and Webster County. For its number of households, the Henderson area has the most map listings, relative to the U.S., for pizza places (93% above the U.S. rate) and the fewest for real estate businesses (61% below the U.S. rate).
All 56 business types in the Henderson area
Highest Groundwork market score first. Each score compares the Henderson 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 |
|---|---|---|---|---|---|---|---|
| Bakeries and dessert shops | 69 | #60 of 507 | 8 | 3.4 | $9.6M | 231 | 5 |
| House cleaning | 68 | #27 of 142 | 5 | 2.1 | $6.1M | 96 | 3 |
| Pet businesses | 67 | #80 of 527 | 21 | 9.0 | $855K | 97 | 6 |
| Coffee shops and cafes | 65 | #100 of 529 | 14 | 6.0 | $5.5M | 148 | 5 |
| Pet grooming and boarding | 64 | #86 of 387 | 5 | 2.1 | $3.6M | 141 | Under 3 |
| Nail salons | 58 | #138 of 387 | 5 | 2.1 | $3.7M | 220 | Under 3 |
| Real estate | 58 | #149 of 536 | 35 | 14.9 | Index only | 211 | 20 |
| Restaurants and cafes | 58 | #184 of 538 | 179 | 76.3 | $427K | 115 | 87 |
| Clothing, shoes and laundry | 58 | #200 of 536 | 29 | 12.4 | $1.3M | 152 | 9 |
| Real estate agents and brokers | 57 | #165 of 533 | 29 | 12.4 | Index only | 202 | 12 |
| Child care and preschools | 57 | #170 of 454 | 6 | 2.6 | $1.4M | 136 | 13 |
| Auto repair shops | 57 | #195 of 538 | 42 | 17.9 | $484K | 109 | 18 |
| Auto repair and car care | 57 | #202 of 538 | 75 | 32.0 | $271K | 101 | 24 |
| Clothing and shoe stores | 56 | #218 of 536 | 21 | 9.0 | $1.8M | 146 | 9 |
| Insurance agencies | 54 | #224 of 537 | 33 | 14.1 | $1.7M | 139 | 27 |
| Tire shops | 53 | #195 of 431 | 9 | 3.8 | $2.3M | 90 | 3 |
| Dentists and orthodontists | 53 | #228 of 526 | 14 | 6.0 | $1.7M | 169 | 14 |
| Veterinarians | 52 | #194 of 398 | 9 | 3.8 | $2M | 73 | 6 |
| Gas stations | 52 | #248 of 536 | 34 | 14.5 | $2M | 83 | 29 |
| Convenience stores | 52 | #267 of 529 | 25 | 10.7 | $5.2M | 66 | 3 |
| Funeral homes | 51 | #172 of 365 | 7 | 3.0 | $443K | 65 | 4 |
| Lawn, cleaning and pest control | 51 | #226 of 481 | 20 | 8.5 | $1.5M | 91 | 26 |
| Gyms | 51 | #241 of 506 | 10 | 4.3 | $1.3M | 100 | 5 |
| Fast food and sandwich shops | 51 | #272 of 537 | 24 | 10.2 | $3.2M | 104 | 42 |
| Landscaping and lawn care | 50 | #185 of 399 | 13 | 5.5 | $2.4M | 81 | 19 |
| Car washes and detailing | 49 | #225 of 441 | 9 | 3.8 | $2.3M | 90 | 3 |
| Salons, barbers and spas | 49 | #283 of 538 | 75 | 32.0 | $246K | 115 | 10 |
| Roofing and gutters | 46 | #169 of 288 | 8 | 3.4 | $7.4M | 88 | 4 |
| Grocery and convenience stores | 46 | #319 of 538 | 51 | 21.8 | $2.6M | 75 | 13 |
| Electricians | 45 | #185 of 295 | 8 | 3.4 | $7.4M | 62 | 13 |
| Hair salons | 45 | #325 of 538 | 44 | 18.8 | $418K | 97 | 7 |
| Gyms, studios and classes | 45 | #336 of 535 | 22 | 9.4 | $594K | 90 | 5 |
| Spas and skin care | 43 | #329 of 504 | 14 | 6.0 | $1.3M | 150 | Under 3 |
| Sit-down restaurants | 43 | #339 of 538 | 118 | 50.3 | $648K | 98 | 37 |
| Chiropractors | 40 | #287 of 426 | 12 | 5.1 | $1.9M | 81 | 5 |
| Home repair trades | 34 | #439 of 526 | 35 | 14.9 | $1.7M | 70 | 37 |
| Optometrists and eye care | 33 | #324 of 400 | 10 | 4.3 | $2.3M | 74 | 5 |
| HVAC and plumbing | 33 | #400 of 476 | 19 | 8.1 | $3.1M | 66 | 20 |
| Grocery stores | 32 | #414 of 506 | 22 | 9.4 | $5.9M | 64 | 10 |
| Collision repair and body shops | 31 | #319 of 387 | 9 | 3.8 | $2.3M | 73 | 8 |
| Physical therapy | 31 | #335 of 400 | 12 | 5.1 | $1.9M | 81 | 9 |
| Barbershops | 27 | #319 of 377 | 12 | 5.1 | $1.5M | 81 | Under 3 |
| Pizza | 26 | #481 of 520 | 36 | 15.4 | $2.1M | 42 | 42 |
| Primary care and pediatrics | 24 | #412 of 458 | 20 | 8.5 | $1.2M | 65 | 35 |
| Doctors, dentists and clinics | 23 | #498 of 538 | 179 | 76.3 | $130K | 85 | 71 |
| Martial arts and dance studios | 17 | #365 of 378 | 11 | 4.7 | $1.2M | 59 | Under 3 |
| Pet stores | Not scored | Not scored | 4 | 1.7 | $4.5M | 99 | Under 3 |
| Property management | Not scored | Not scored | 4 | 1.7 | Index only | 144 | Under 3 |
| Dry cleaners | Not scored | Not scored | 2 | 0.9 | $19.4M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 0.9 | $19.4M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.9 | $10.2M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 0.9 | $15.4M | Too few | 4 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.9 | $11.6M | Too few | 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.4 | Index only | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.4 | Index only | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.4 | $13.1M | Too few | 5 |
Household spending in the Henderson 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 | $20.3M | $868 | 91 |
| Gasoline and other fuels | $67M | $2,859 | 110 |
| Food away from home | $76.5M | $3,262 | 80 |
| Groceries | $130.2M | $5,552 | 88 |
| Personal care products and services | $18.4M | $785 | 78 |
| Child care and other personal services | $8.2M | $349 | 60 |
| Memberships, classes and admissions | $13.1M | $557 | 57 |
| Medical and dental services | $23.2M | $990 | 77 |
| Pets | $18M | $766 | 84 |
| Clothing, shoes and related services | $38.8M | $1,657 | 81 |
| Vehicle insurance | $57.6M | $2,455 | 125 |
| Home repairs, maintenance and insurance | $59.2M | $2,526 | 84 |
| Lawn care, cleaning and other household services | $30.7M | $1,310 | 93 |
| Rent and homeowner costs | $319.5M | $13,630 | 82 |
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 Henderson area
- Population, 2025 estimate
- 57,184−0.9% since 2020
- Households
- 23,445
- Median age
- 41.6
- Homes lived in by their owners
- 67%
- Vehicles per household
- 1.8
- Land area
- 768 sq. mi.
- People per square mile
- 74
- Median household income
- $59,053
- Average household income
- $74,867
- Median home value
- $161,700
- Jobs located here
- 20,779
- Daytime population
- 52,552Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Henderson 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 Henderson 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 Henderson area 2
- Henderson County, KY44,280 people
- Webster County, KY12,842 people
Other markets based in Kentucky 12
- Louisville/Jefferson County, KY-IN metro area1,372,558 people
- Lexington-Fayette, KY metro area522,560 people
- Bowling Green, KY metro area186,959 people
- Elizabethtown, KY metro area127,049 people
- Owensboro, KY metro area112,762 people
- Paducah, KY-IL metro area102,748 people
- Corbin, KY area149,689 people
- Richmond-Berea, KY area125,967 people
- Pikeville, KY area91,951 people
- Frankfort, KY area76,195 people
- Somerset, KY area65,897 people
- Danville, KY area55,445 people
Questions
How fast is the Henderson, KY area growing?
Population estimates put the Henderson area at 57,184 people in 2025, down 0.9% since 2020, against +3.1% for the U.S. It has 23,445 households.
How much do households in the Henderson, KY area spend?
Households in the Henderson area spend about $319.5M a year on rent and homeowner costs, $130.2M on groceries and $76.5M on food away from home. Relative to the U.S., household spending in the Henderson area runs highest on vehicle insurance (an index of 125, where 100 is the U.S. average) and lowest on memberships, classes and admissions (57).
Which business types have the highest market scores in the Henderson, KY area?
Of the business types scored in the Henderson area, bakeries and dessert shops (69), house cleaning businesses (68) and pet businesses (67) have the highest Groundwork market scores. For bakeries and dessert shops, that ranks #60 of 507 scored small-town markets.
How does the Henderson, KY area compare with the U.S.?
Median household income in the Henderson area is $59,053, 27% below the U.S. median of $80,734. The population fell 0.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $161,700, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pizza places (93% above the U.S. rate) and lowest for real estate businesses (61% 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. 46 of the 56 business types have a score in the Henderson 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 Henderson 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 Kentucky · Every U.S. market · How we measure
Screening a site or an acquisition in the Henderson 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 Henderson 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.