County profile · Michigan
Grand Traverse County, MI market data
How Grand Traverse County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 96,729
- +1.4% since 2020
- Households
- 40,287
- Median household income
- $81,647
- +28.4% vs. 2015–2019, before inflation
- Median home value
- $339,400
- Jobs located here
- 46,591
- Highest market score
- 72
- Funeral homes, #205 of 1,472 scored counties
A site report maps the competitors on map listings around any address in Grand Traverse County by name and distance, and the households and spending within reach. Or open the report at the center of Grand Traverse 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
Grand Traverse County has an estimated 96,729 people and 40,287 households. Population estimates put the population change in Grand Traverse County from 2020 to 2025 at +1.4%, slower than the U.S. (+3.1%). Median household income in Grand Traverse County is $81,647, in line with the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 28.4%, before inflation.
Relative to the U.S., household spending in Grand Traverse County runs highest on medical and dental services (an index of 114, where 100 is the U.S. average) and lowest on child care and other personal services (74).
Of the business types scored in Grand Traverse County, funeral homes (72), barbershops (71) and nail salons (70) have the highest Groundwork market scores. For funeral homes, that ranks #205 of 1,472 scored counties.
Grand Traverse County is part of the Traverse City metro area. Against the U.S., map listings per household run highest for house cleaning businesses (3.4 times the U.S. rate) and lowest for barbershops (34% below the U.S. rate).
All 56 business types in Grand Traverse County
Highest Groundwork market score first. Each score compares Grand Traverse 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 |
|---|---|---|---|---|---|---|---|
| Funeral homes | 72 | #205 of 1,472 | 9 | 2.2 | $721K | 106 | 3 |
| Barbershops | 71 | #198 of 1,356 | 14 | 3.5 | $3M | 157 | Under 3 |
| Nail salons | 70 | #154 of 1,328 | 20 | 5.0 | $2.1M | 124 | 3 |
| Tire shops | 70 | #268 of 1,530 | 12 | 3.0 | $3.6M | 144 | 6 |
| Convenience stores | 63 | #663 of 2,261 | 43 | 10.7 | $5.8M | 74 | 7 |
| Gas stations | 60 | #745 of 2,358 | 43 | 10.7 | $2.5M | 106 | 33 |
| HVAC and plumbing | 59 | #524 of 1,707 | 21 | 5.2 | $5.4M | 113 | 36 |
| Laundromats | 57 | #303 of 785 | 6 | 1.5 | $13.6M | 109 | Under 3 |
| Martial arts and dance studios | 57 | #469 of 1,334 | 19 | 4.7 | $2M | 100 | 10 |
| Gyms | 52 | #846 of 1,792 | 35 | 8.7 | $1.1M | 84 | 12 |
| Child care and preschools | 51 | #798 of 1,611 | 21 | 5.2 | $829K | 83 | 21 |
| Primary care and pediatrics | 48 | #899 of 1,656 | 33 | 8.2 | $1.8M | 100 | 87 |
| Fast food and sandwich shops | 48 | #1,224 of 2,222 | 60 | 14.9 | $2.7M | 89 | 88 |
| Collision repair and body shops | 47 | #725 of 1,327 | 16 | 4.0 | $2.7M | 88 | 13 |
| Spas and skin care | 47 | #997 of 1,769 | 46 | 11.4 | $901K | 103 | 10 |
| Pizza | 46 | #1,190 of 2,090 | 42 | 10.4 | $3.9M | 76 | 88 |
| Grocery and convenience stores | 45 | #1,406 of 2,402 | 118 | 29.3 | $2.1M | 62 | 30 |
| Grocery stores | 43 | #1,268 of 2,070 | 36 | 8.9 | $6.9M | 75 | 23 |
| Pet grooming and boarding | 42 | #913 of 1,461 | 21 | 5.2 | $1.7M | 66 | 11 |
| Gyms, studios and classes | 42 | #1,439 of 2,088 | 76 | 18.9 | $504K | 76 | 22 |
| Salons, barbers and spas | 41 | #1,690 of 2,385 | 214 | 53.1 | $194K | 91 | 40 |
| Pet stores | 40 | #654 of 974 | 16 | 4.0 | $2.2M | 49 | 3 |
| Hair salons | 40 | #1,663 of 2,339 | 133 | 33.0 | $312K | 72 | 23 |
| Dentists and orthodontists | 39 | #1,329 of 1,886 | 63 | 15.6 | $935K | 95 | 49 |
| Sit-down restaurants | 39 | #1,693 of 2,405 | 264 | 65.5 | $618K | 93 | 96 |
| Yoga, Pilates and fitness studios | 36 | #626 of 777 | 22 | 5.5 | $1.7M | 43 | 12 |
| Optometrists and eye care | 36 | #993 of 1,302 | 34 | 8.4 | $1.7M | 55 | 10 |
| Bakeries and dessert shops | 35 | #1,491 of 1,889 | 61 | 15.1 | $2.7M | 65 | 29 |
| Coffee shops and cafes | 35 | #1,593 of 2,063 | 70 | 17.4 | $2.3M | 63 | 29 |
| Auto repair shops | 35 | #1,843 of 2,378 | 120 | 29.8 | $360K | 81 | 62 |
| Oil change and quick lube | 34 | #380 of 479 | 7 | 1.7 | $6.2M | 45 | 4 |
| Mortgage brokers and lenders | 33 | #739 of 887 | 22 | 5.5 | Index only | 68 | 6 |
| Physical therapy | 33 | #1,163 of 1,422 | 47 | 11.7 | $1.3M | 52 | 21 |
| Pet businesses | 33 | #1,795 of 2,200 | 73 | 18.1 | $484K | 55 | 31 |
| Restaurants and cafes | 33 | #1,926 of 2,405 | 573 | 142.2 | $285K | 77 | 214 |
| Doctors, dentists and clinics | 33 | #1,997 of 2,394 | 489 | 121.4 | $120K | 79 | 201 |
| Home repair trades | 32 | #1,804 of 2,057 | 72 | 17.9 | $1.6M | 65 | 89 |
| Property management | 31 | #778 of 910 | 18 | 4.5 | Index only | 58 | 19 |
| Veterinarians | 31 | #1,198 of 1,485 | 28 | 7.0 | $1.3M | 46 | 17 |
| Auto repair and car care | 31 | #2,004 of 2,401 | 212 | 52.6 | $204K | 76 | 91 |
| Clothing and shoe stores | 30 | #1,727 of 2,087 | 110 | 27.3 | $744K | 59 | 63 |
| Clothing, shoes and laundry | 30 | #1,854 of 2,210 | 141 | 35.0 | $581K | 66 | 63 |
| Roofing and gutters | 29 | #1,019 of 1,177 | 33 | 8.2 | $3.4M | 41 | 10 |
| Car washes and detailing | 29 | #1,235 of 1,451 | 27 | 6.7 | $1.6M | 64 | 14 |
| Chiropractors | 29 | #1,313 of 1,490 | 56 | 13.9 | $1.1M | 44 | 31 |
| Electricians | 28 | #1,021 of 1,160 | 18 | 4.5 | $6.3M | 52 | 43 |
| Pest control | 27 | #628 of 699 | 9 | 2.2 | $5.7M | 56 | 7 |
| Real estate agents and brokers | 24 | #2,127 of 2,176 | 215 | 53.4 | Index only | 50 | 62 |
| Real estate | 24 | #2,190 of 2,229 | 261 | 64.8 | Index only | 51 | 111 |
| Insurance agencies | 22 | #2,038 of 2,272 | 73 | 18.1 | $902K | 72 | 52 |
| Landscaping and lawn care | 20 | #1,442 of 1,493 | 49 | 12.2 | $1M | 36 | 75 |
| Lawn, cleaning and pest control | 19 | #1,746 of 1,771 | 88 | 21.8 | $582K | 35 | 120 |
| Home inspectors | 16 | #402 of 415 | 6 | 1.5 | Index only | 37 | Under 3 |
| House cleaning | 16 | #836 of 847 | 30 | 7.4 | $1.7M | 27 | 38 |
| Urgent care and walk-in clinics | Not scored | Not scored | 4 | 1.0 | $14.7M | 60 | 3 |
| Dry cleaners | Not scored | Not scored | 2 | 0.5 | $40.9M | Too few | Under 3 |
Household spending in Grand Traverse 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 | $43.2M | $1,073 | 112 |
| Gasoline and other fuels | $108.5M | $2,694 | 104 |
| Food away from home | $163.1M | $4,047 | 99 |
| Groceries | $249.5M | $6,193 | 98 |
| Personal care products and services | $41.4M | $1,029 | 102 |
| Child care and other personal services | $17.4M | $432 | 74 |
| Memberships, classes and admissions | $38.3M | $951 | 97 |
| Medical and dental services | $58.9M | $1,462 | 114 |
| Pets | $35.3M | $876 | 96 |
| Clothing, shoes and related services | $81.9M | $2,033 | 99 |
| Vehicle insurance | $65.8M | $1,634 | 84 |
| Home repairs, maintenance and insurance | $113.1M | $2,807 | 93 |
| Lawn care, cleaning and other household services | $51.2M | $1,272 | 90 |
| Rent and homeowner costs | $581.5M | $14,433 | 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 Grand Traverse County
- Population, 2025 estimate
- 96,729+1.4% since 2020
- Households
- 40,287
- Median age
- 44.3
- Homes lived in by their owners
- 77%
- Vehicles per household
- 1.8
- Land area
- 464 sq. mi.
- People per square mile
- 207
- Median household income
- $81,647+28.4% vs. 2015–2019, before inflation
- Average household income
- $105,300
- Median home value
- $339,400
- Jobs located here
- 46,591
- Daytime population
- 102,841Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Grand Traverse 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 Grand Traverse County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
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Questions
How fast is Grand Traverse County, MI growing?
Population estimates put Grand Traverse County at 96,729 people in 2025, up 1.4% since 2020, slower than the U.S. (+3.1%). It has 40,287 households. Median household income rose 28.4% from the 2015–2019 survey, before inflation.
How much do households in Grand Traverse County, MI spend?
Households in Grand Traverse County spend about $581.5M a year on rent and homeowner costs, $249.5M on groceries and $163.1M on food away from home. Set against the U.S., households in Grand Traverse County spend the most on medical and dental services (an index of 114, where 100 is the U.S. average) and the least on child care and other personal services (74).
Which business types have the highest market scores in Grand Traverse County, MI?
The highest Groundwork market scores in Grand Traverse County are for funeral homes (72), barbershops (71) and nail salons (70). Grand Traverse County ranks #205 of 1,472 scored counties for funeral homes.
How does Grand Traverse County, MI compare with the U.S.?
The median household income in Grand Traverse County is $81,647 a year, in line with the U.S. median of $80,734. The population rose 1.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $339,400, against $332,700 for the U.S. For its number of households, Grand Traverse County has the most map listings, relative to the U.S., for house cleaning businesses (3.4 times the U.S. rate) and the fewest for barbershops (34% 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. 54 of the 56 business types have a score in Grand Traverse 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 Grand Traverse 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.
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Screening a site or an acquisition in Grand Traverse 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 Grand Traverse 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.