Small-town market profile · Maine
Augusta-Waterville, ME area market data
Population, household spending and competition for 56 business types in the Augusta-Waterville area, each scored against other small-town markets.
- Population, 2025
- 129,067
- +3.5% since 2020
- Households
- 54,312
- Median household income
- $69,077
- +24.8% vs. 2015–2019, before inflation
- Median home value
- $238,200
- Jobs located here
- 65,677
- Highest market score
- 89
- Laundromats, #3 of 150 scored small-town markets
A site report maps the competitors on map listings around any address in the Augusta-Waterville area by name and distance, and the households and spending within reach. Or open the report at the center of the Augusta-Waterville 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 129,067 people live in the Augusta-Waterville area, in 54,312 households. Between 2020 and 2025, the population of the Augusta-Waterville area grew 3.5%, in step with the U.S. (+3.1%). The median household income in the Augusta-Waterville area is $69,077 a year, 14% below the U.S. median of $80,734. That rose 24.8% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Augusta-Waterville area spend the most on groceries (an index of 101, where 100 is the U.S. average) and the least on pets (64).
The highest Groundwork market scores in the Augusta-Waterville area are for laundromats (89), mortgage brokers and lenders (85) and clothing and shoe stores (85). The Augusta-Waterville area ranks #3 of 150 scored small-town markets for laundromats.
The Augusta-Waterville area is made up of one county, Kennebec County. For its number of households, the Augusta-Waterville area has the most map listings, relative to the U.S., for convenience stores (80% above the U.S. rate) and the fewest for real estate agents and brokers (51% below the U.S. rate).
All 56 business types in the Augusta-Waterville area
Highest Groundwork market score first. Each score compares the Augusta-Waterville 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 |
|---|---|---|---|---|---|---|---|
| Laundromats | 89 | #3 of 150 | 9 | 1.7 | $12.5M | 100 | 4 |
| Mortgage brokers and lenders | 85 | #5 of 177 | 12 | 2.2 | Index only | 196 | 3 |
| Clothing and shoe stores | 85 | #12 of 536 | 45 | 8.3 | $2.5M | 196 | 17 |
| Clothing, shoes and laundry | 84 | #12 of 536 | 66 | 12.2 | $1.7M | 193 | 21 |
| Funeral homes | 80 | #31 of 365 | 13 | 2.4 | $621K | 91 | 5 |
| Fast food and sandwich shops | 78 | #37 of 537 | 50 | 9.2 | $3.9M | 128 | 90 |
| Roofing and gutters | 76 | #24 of 288 | 16 | 2.9 | $9.9M | 117 | 10 |
| Barbershops | 75 | #44 of 377 | 19 | 3.5 | $2.6M | 140 | Under 3 |
| Grocery stores | 75 | #46 of 506 | 34 | 6.3 | $10.2M | 110 | 22 |
| Nail salons | 74 | #35 of 387 | 19 | 3.5 | $2.6M | 158 | Under 3 |
| Sit-down restaurants | 73 | #58 of 538 | 236 | 43.5 | $831K | 125 | 87 |
| Pest control | 69 | #15 of 85 | 9 | 1.7 | $7.1M | 70 | 3 |
| Real estate agents and brokers | 69 | #55 of 533 | 82 | 15.1 | Index only | 205 | 43 |
| Hair salons | 69 | #67 of 538 | 118 | 21.7 | $425K | 99 | 13 |
| HVAC and plumbing | 68 | #66 of 476 | 30 | 5.5 | $5.3M | 111 | 55 |
| Restaurants and cafes | 68 | #90 of 538 | 472 | 86.9 | $415K | 112 | 228 |
| Salons, barbers and spas | 67 | #76 of 538 | 210 | 38.7 | $239K | 112 | 23 |
| Optometrists and eye care | 66 | #80 of 400 | 18 | 3.3 | $3.3M | 106 | 9 |
| Pizza | 65 | #116 of 520 | 47 | 8.7 | $4.2M | 82 | 90 |
| Car washes and detailing | 63 | #121 of 441 | 20 | 3.7 | $2.3M | 90 | 3 |
| Spas and skin care | 62 | #131 of 504 | 51 | 9.4 | $983K | 112 | 7 |
| Real estate | 61 | #122 of 536 | 121 | 22.3 | Index only | 175 | 89 |
| Home repair trades | 61 | #130 of 526 | 67 | 12.3 | $2.4M | 97 | 113 |
| Chiropractors | 59 | #142 of 426 | 22 | 4.1 | $2.7M | 114 | 19 |
| Electricians | 58 | #102 of 295 | 21 | 3.9 | $7.5M | 63 | 48 |
| Collision repair and body shops | 56 | #142 of 387 | 16 | 2.9 | $2.8M | 91 | 13 |
| Grocery and convenience stores | 56 | #232 of 538 | 154 | 28.4 | $2.3M | 67 | 42 |
| Gas stations | 55 | #217 of 536 | 59 | 10.9 | $1.8M | 76 | 58 |
| Convenience stores | 54 | #248 of 529 | 78 | 14.4 | $4.5M | 57 | 20 |
| Property management | 53 | #83 of 180 | 20 | 3.7 | Index only | 83 | 31 |
| Insurance agencies | 53 | #236 of 537 | 62 | 11.4 | $1.4M | 109 | 40 |
| Physical therapy | 52 | #196 of 400 | 30 | 5.5 | $2M | 83 | 16 |
| Child care and preschools | 52 | #215 of 454 | 33 | 6.1 | $777K | 78 | 60 |
| Pet stores | 51 | #107 of 220 | 13 | 2.4 | $2.4M | 53 | 4 |
| Yoga, Pilates and fitness studios | 50 | #56 of 112 | 15 | 2.8 | $2.8M | 68 | 19 |
| Martial arts and dance studios | 47 | #215 of 378 | 26 | 4.8 | $1.6M | 79 | 15 |
| Primary care and pediatrics | 47 | #264 of 458 | 40 | 7.4 | $1.5M | 84 | 73 |
| Coffee shops and cafes | 47 | #297 of 529 | 58 | 10.7 | $3.4M | 91 | 49 |
| Tire shops | 45 | #251 of 431 | 22 | 4.1 | $2.1M | 82 | 13 |
| Gyms | 45 | #310 of 506 | 46 | 8.5 | $900K | 69 | 19 |
| Doctors, dentists and clinics | 41 | #363 of 538 | 414 | 76.2 | $145K | 95 | 168 |
| Bakeries and dessert shops | 40 | #360 of 507 | 58 | 10.7 | $3.4M | 82 | 54 |
| Gyms, studios and classes | 40 | #387 of 535 | 87 | 16.0 | $476K | 72 | 34 |
| Lawn, cleaning and pest control | 34 | #400 of 481 | 55 | 10.1 | $1.2M | 70 | 99 |
| Dentists and orthodontists | 32 | #435 of 526 | 74 | 13.6 | $810K | 82 | 51 |
| Landscaping and lawn care | 31 | #339 of 399 | 42 | 7.7 | $1.5M | 52 | 73 |
| Veterinarians | 30 | #333 of 398 | 26 | 4.8 | $1.2M | 44 | 18 |
| Pet grooming and boarding | 28 | #344 of 387 | 35 | 6.4 | $899K | 35 | 12 |
| Auto repair and car care | 28 | #465 of 538 | 261 | 48.1 | $173K | 64 | 101 |
| Auto repair shops | 25 | #488 of 538 | 168 | 30.9 | $269K | 60 | 82 |
| Pet businesses | 23 | #506 of 527 | 87 | 16.0 | $362K | 41 | 34 |
| Home inspectors | Not scored | Not scored | 7 | 1.3 | Index only | 50 | 5 |
| House cleaning | Not scored | Not scored | 4 | 0.7 | $16.1M | 251 | 23 |
| Oil change and quick lube | Not scored | Not scored | 4 | 0.7 | $11.3M | 82 | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.2 | $112.1M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.2 | $60M | Too few | Under 3 |
Household spending in the Augusta-Waterville 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 | $45.1M | $831 | 87 |
| Gasoline and other fuels | $107M | $1,969 | 76 |
| Food away from home | $196M | $3,609 | 89 |
| Groceries | $348.1M | $6,410 | 101 |
| Personal care products and services | $50.1M | $923 | 92 |
| Child care and other personal services | $25.6M | $472 | 81 |
| Memberships, classes and admissions | $41.4M | $762 | 78 |
| Medical and dental services | $60M | $1,104 | 86 |
| Pets | $31.5M | $579 | 64 |
| Clothing, shoes and related services | $112.1M | $2,064 | 100 |
| Vehicle insurance | $84.5M | $1,557 | 80 |
| Home repairs, maintenance and insurance | $157.8M | $2,905 | 96 |
| Lawn care, cleaning and other household services | $64.3M | $1,184 | 84 |
| Rent and homeowner costs | $916.9M | $16,882 | 101 |
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 Augusta-Waterville area
- Population, 2025 estimate
- 129,067+3.5% since 2020
- Households
- 54,312
- Median age
- 43.8
- Homes lived in by their owners
- 74%
- Vehicles per household
- 1.7
- Land area
- 868 sq. mi.
- People per square mile
- 146
- Median household income
- $69,077+24.8% vs. 2015–2019, before inflation
- Average household income
- $88,742
- Median home value
- $238,200
- Jobs located here
- 65,677
- Daytime population
- 134,017Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Augusta-Waterville 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 Augusta-Waterville 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 Augusta-Waterville area 1
- Kennebec County, ME126,808 people
Other markets based in Maine 3
- Portland-South Portland, ME metro area562,843 people
- Bangor, ME metro area154,710 people
- Lewiston-Auburn, ME metro area113,423 people
Questions
How fast is the Augusta-Waterville, ME area growing?
Population estimates put the Augusta-Waterville area at 129,067 people in 2025, up 3.5% since 2020, in step with the U.S. (+3.1%). It has 54,312 households. Against the 2015–2019 survey, median household income rose 24.8%, before inflation.
How much do households in the Augusta-Waterville, ME area spend?
Households in the Augusta-Waterville area spend about $916.9M a year on rent and homeowner costs, $348.1M on groceries and $196M on food away from home. Relative to the U.S., household spending in the Augusta-Waterville area runs highest on groceries (an index of 101, where 100 is the U.S. average) and lowest on pets (64).
Which business types have the highest market scores in the Augusta-Waterville, ME area?
Of the business types scored in the Augusta-Waterville area, laundromats (89), mortgage brokers and lenders (85) and clothing and shoe stores (85) have the highest Groundwork market scores. For laundromats, that ranks #3 of 150 scored small-town markets.
How does the Augusta-Waterville, ME area compare with the U.S.?
Median household income in the Augusta-Waterville area is $69,077, 14% below the U.S. median of $80,734. The population rose 3.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $238,200, against $332,700 for the U.S. Against the U.S., map listings per household run highest for convenience stores (80% above the U.S. rate) and lowest for real estate agents and brokers (51% 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. 51 of the 56 business types have a score in the Augusta-Waterville 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 Augusta-Waterville 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 Augusta-Waterville 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 Augusta-Waterville 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.