County profile · Maryland
Caroline County, MD market data
How Caroline County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 34,116
- +2.5% since 2020
- Households
- 12,495
- Median household income
- $68,457
- +16.8% vs. 2015–2019, before inflation
- Median home value
- $290,100
- Jobs located here
- 8,855
- Highest market score
- 82
- Insurance agencies, #178 of 2,272 scored counties
A site report maps the competitors on map listings around any address in Caroline County by name and distance, and the households and spending within reach. Or open the report at the center of Caroline County. 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
Caroline County has an estimated 34,116 people and 12,495 households. Population estimates show Caroline County grew 2.5% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in Caroline County is $68,457, 15% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 16.8%, before inflation.
Relative to the U.S., household spending in Caroline County runs highest on vehicle insurance (an index of 138, where 100 is the U.S. average) and lowest on memberships, classes and admissions (66).
Of the business types scored in Caroline County, insurance agencies (82), sit-down restaurants (78) and restaurants and cafes (76) have the highest Groundwork market scores. For insurance agencies, that ranks #178 of 2,272 scored counties.
Against the U.S., map listings per household run highest for grocery stores (76% above the U.S. rate) and lowest for real estate businesses (67% below the U.S. rate).
All 56 business types in Caroline County
Highest Groundwork market score first. Each score compares Caroline County with other counties 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 counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Insurance agencies | 82 | #178 of 2,272 | 11 | 8.8 | $3.1M | 244 | 8 |
| Sit-down restaurants | 78 | #157 of 2,405 | 38 | 30.4 | $1.2M | 176 | 10 |
| Restaurants and cafes | 76 | #219 of 2,405 | 77 | 61.6 | $576K | 155 | 30 |
| Coffee shops and cafes | 73 | #220 of 2,063 | 5 | 4.0 | $8.9M | 239 | Under 3 |
| Real estate agents and brokers | 72 | #153 of 2,176 | 13 | 10.4 | Index only | 256 | 6 |
| Clothing, shoes and laundry | 72 | #306 of 2,210 | 10 | 8.0 | $2.2M | 252 | Under 3 |
| Primary care and pediatrics | 69 | #279 of 1,656 | 5 | 4.0 | $2.6M | 149 | 7 |
| Doctors, dentists and clinics | 69 | #372 of 2,394 | 40 | 32.0 | $331K | 217 | 13 |
| Clothing and shoe stores | 67 | #457 of 2,087 | 9 | 7.2 | $2.5M | 194 | Under 3 |
| Real estate | 66 | #333 of 2,229 | 16 | 12.8 | Index only | 262 | 15 |
| Gas stations | 65 | #566 of 2,358 | 17 | 13.6 | $2.3M | 97 | 14 |
| Pet businesses | 64 | #525 of 2,200 | 16 | 12.8 | $657K | 75 | 3 |
| Gyms | 63 | #417 of 1,792 | 5 | 4.0 | $1.6M | 124 | Under 3 |
| Spas and skin care | 60 | #515 of 1,769 | 7 | 5.6 | $1.5M | 173 | Under 3 |
| Gyms, studios and classes | 59 | #626 of 2,088 | 10 | 8.0 | $808K | 122 | Under 3 |
| Bakeries and dessert shops | 58 | #617 of 1,889 | 9 | 7.2 | $4.9M | 119 | Under 3 |
| Pet grooming and boarding | 57 | #560 of 1,461 | 5 | 4.0 | $2.1M | 83 | Under 3 |
| Salons, barbers and spas | 57 | #796 of 2,385 | 39 | 31.2 | $272K | 128 | 7 |
| Landscaping and lawn care | 54 | #607 of 1,493 | 6 | 4.8 | $2.9M | 100 | 18 |
| Hair salons | 54 | #968 of 2,339 | 23 | 18.4 | $462K | 107 | 5 |
| Fast food and sandwich shops | 54 | #1,003 of 2,222 | 18 | 14.4 | $2.5M | 81 | 17 |
| Pizza | 52 | #962 of 2,090 | 13 | 10.4 | $3.4M | 67 | 17 |
| Convenience stores | 51 | #1,073 of 2,261 | 10 | 8.0 | $7.3M | 93 | 7 |
| Lawn, cleaning and pest control | 50 | #859 of 1,771 | 11 | 8.8 | $1.6M | 95 | 26 |
| Nail salons | 46 | #803 of 1,328 | 6 | 4.8 | $1.8M | 106 | Under 3 |
| Child care and preschools | 45 | #961 of 1,611 | 7 | 5.6 | $709K | 71 | 7 |
| Car washes and detailing | 43 | #910 of 1,451 | 6 | 4.8 | $2M | 80 | Under 3 |
| Grocery stores | 36 | #1,491 of 2,070 | 15 | 12.0 | $4.9M | 52 | 6 |
| Auto repair and car care | 35 | #1,864 of 2,401 | 62 | 49.6 | $195K | 73 | 20 |
| Auto repair shops | 34 | #1,881 of 2,378 | 33 | 26.4 | $366K | 82 | 18 |
| Grocery and convenience stores | 33 | #1,869 of 2,402 | 39 | 31.2 | $1.9M | 55 | 13 |
| Electricians | 32 | #960 of 1,160 | 7 | 5.6 | $4.9M | 41 | 10 |
| Home repair trades | 30 | #1,847 of 2,057 | 23 | 18.4 | $1.5M | 61 | 31 |
| HVAC and plumbing | 27 | #1,555 of 1,707 | 13 | 10.4 | $2.6M | 55 | 21 |
| Dentists and orthodontists | Not scored | Not scored | 4 | 3.2 | $3.3M | 337 | 3 |
| Funeral homes | Not scored | Not scored | 4 | 3.2 | $488K | 72 | Under 3 |
| Barbershops | Not scored | Not scored | 3 | 2.4 | $3.5M | 188 | Under 3 |
| Chiropractors | Not scored | Not scored | 3 | 2.4 | $4.4M | 184 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 3 | 2.4 | $4M | 131 | 3 |
| House cleaning | Not scored | Not scored | 3 | 2.4 | $5.9M | 92 | 8 |
| Martial arts and dance studios | Not scored | Not scored | 3 | 2.4 | $2.7M | 134 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 2.4 | $3.5M | 77 | Under 3 |
| Physical therapy | Not scored | Not scored | 3 | 2.4 | $4.4M | 184 | 3 |
| Roofing and gutters | Not scored | Not scored | 3 | 2.4 | $11.4M | 135 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 2.4 | $4M | 161 | Under 3 |
| Veterinarians | Not scored | Not scored | 3 | 2.4 | $3.5M | 129 | 3 |
| Home inspectors | Not scored | Not scored | 2 | 1.6 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.6 | $8.8M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.6 | $4M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 0.8 | Index only | Too few | 7 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.8 | $13.2M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Laundromats | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Caroline County
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 | $12.1M | $967 | 101 |
| Gasoline and other fuels | $39.2M | $3,139 | 121 |
| Food away from home | $44.3M | $3,549 | 87 |
| Groceries | $73M | $5,842 | 92 |
| Personal care products and services | $10.6M | $850 | 85 |
| Child care and other personal services | $5M | $397 | 68 |
| Memberships, classes and admissions | $8.1M | $647 | 66 |
| Medical and dental services | $13.2M | $1,060 | 82 |
| Pets | $10.5M | $841 | 92 |
| Clothing, shoes and related services | $22.2M | $1,778 | 87 |
| Vehicle insurance | $33.7M | $2,693 | 138 |
| Home repairs, maintenance and insurance | $34.2M | $2,741 | 91 |
| Lawn care, cleaning and other household services | $17.6M | $1,406 | 99 |
| Rent and homeowner costs | $181.2M | $14,506 | 87 |
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 Caroline County
- Population, 2025 estimate
- 34,116+2.5% since 2020
- Households
- 12,495
- Median age
- 40.4
- Homes lived in by their owners
- 72%
- Vehicles per household
- 2.0
- Land area
- 319 sq. mi.
- People per square mile
- 105
- Median household income
- $68,457+16.8% vs. 2015–2019, before inflation
- Average household income
- $87,383
- Median home value
- $290,100
- Jobs located here
- 8,855
- Daytime population
- 25,447Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Caroline County?
These figures cover the whole county. 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 Caroline County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Maryland 8
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- Queen Anne’s County, MD51,825 people
- Dorchester County, MD32,754 people
- Kent County, MD19,346 people
- Wicomico County, MD104,914 people
- Anne Arundel County, MD598,166 people
- Calvert County, MD94,313 people
- Worcester County, MD53,700 people
Questions
How fast is Caroline County, MD growing?
Population estimates put Caroline County at 34,116 people in 2025, up 2.5% since 2020, slower than the U.S. (+3.1%). It has 12,495 households. Median household income rose 16.8% from the 2015–2019 survey, before inflation.
How much do households in Caroline County, MD spend?
Households in Caroline County spend about $181.2M a year on rent and homeowner costs, $73M on groceries and $44.3M on food away from home. Set against the U.S., households in Caroline County spend the most on vehicle insurance (an index of 138, where 100 is the U.S. average) and the least on memberships, classes and admissions (66).
Which business types have the highest market scores in Caroline County, MD?
The highest Groundwork market scores in Caroline County are for insurance agencies (82), sit-down restaurants (78) and restaurants and cafes (76). Caroline County ranks #178 of 2,272 scored counties for insurance agencies.
How does Caroline County, MD compare with the U.S.?
The median household income in Caroline County is $68,457 a year, 15% below the U.S. median of $80,734. The population rose 2.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $290,100, against $332,700 for the U.S. For its number of households, Caroline County has the most map listings, relative to the U.S., for grocery stores (76% above the U.S. rate) and the fewest for real estate businesses (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. 34 of the 56 business types have a score in Caroline County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Caroline County. 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 Maryland · Every U.S. market · How we measure
Screening a site or an acquisition in Caroline County?
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 Caroline County. 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.