Metro area profile · Michigan
Muskegon-Norton Shores, MI metro area market data
Population, household spending and competition for 56 business types in the Muskegon-Norton Shores metro area, each scored against other metro areas.
- Population, 2025
- 177,901
- +1.8% since 2020
- Households
- 67,732
- Median household income
- $65,024
- +27.9% vs. 2015–2019, before inflation
- Median home value
- $198,300
- Jobs located here
- 56,600
- Highest market score
- 73
- Primary care and pediatrics, #47 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Muskegon-Norton Shores metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Muskegon-Norton Shores 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
An estimated 177,901 people live in the Muskegon-Norton Shores metro area, in 67,732 households. Population estimates show the Muskegon-Norton Shores metro area grew 1.8% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in the Muskegon-Norton Shores metro area is $65,024 a year, 19% below the U.S. median of $80,734. That rose 27.9% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Muskegon-Norton Shores metro area spend the most on vehicle maintenance and repairs (an index of 106, where 100 is the U.S. average) and the least on child care and other personal services (57).
The highest Groundwork market scores in the Muskegon-Norton Shores metro area are for primary care and pediatric clinics (73), nail salons (72) and physical therapy clinics (72). The Muskegon-Norton Shores metro area ranks #47 of 387 scored metro areas for primary care and pediatric clinics.
The Muskegon-Norton Shores metro area is made up of one county, Muskegon County. For its number of households, the Muskegon-Norton Shores metro area has the most map listings, relative to the U.S., for oil change and quick-lube shops (3.1 times the U.S. rate) and the fewest for nail salons (48% below the U.S. rate).
All 56 business types in the Muskegon-Norton Shores metro area
Highest Groundwork market score first. Each score compares the Muskegon-Norton Shores 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 |
|---|---|---|---|---|---|---|---|
| Primary care and pediatrics | 73 | #47 of 387 | 31 | 4.6 | $2.8M | 158 | 56 |
| Nail salons | 72 | #27 of 387 | 21 | 3.1 | $2.9M | 174 | 3 |
| Physical therapy | 72 | #42 of 386 | 25 | 3.7 | $3.5M | 145 | 17 |
| Spas and skin care | 71 | #33 of 387 | 46 | 6.8 | $1.3M | 151 | 4 |
| Salons, barbers and spas | 69 | #30 of 387 | 222 | 32.8 | $274K | 129 | 41 |
| Doctors, dentists and clinics | 69 | #60 of 387 | 475 | 70.1 | $184K | 120 | 160 |
| Martial arts and dance studios | 68 | #48 of 387 | 20 | 3.0 | $2.5M | 122 | 3 |
| Pet stores | 68 | #66 of 382 | 7 | 1.0 | $7.2M | 160 | 3 |
| Tire shops | 68 | #83 of 386 | 22 | 3.2 | $3.1M | 124 | 7 |
| Coffee shops and cafes | 67 | #58 of 387 | 45 | 6.6 | $5.2M | 142 | 22 |
| Property management | 65 | #59 of 374 | 9 | 1.3 | Index only | 176 | 6 |
| Gyms, studios and classes | 64 | #72 of 387 | 71 | 10.5 | $692K | 105 | 10 |
| Gyms | 62 | #88 of 387 | 38 | 5.6 | $1.3M | 99 | 7 |
| Sit-down restaurants | 62 | #101 of 387 | 282 | 41.6 | $837K | 126 | 104 |
| Dentists and orthodontists | 61 | #114 of 387 | 70 | 10.3 | $1.2M | 127 | 55 |
| Collision repair and body shops | 61 | #122 of 381 | 19 | 2.8 | $3.6M | 117 | 14 |
| Chiropractors | 60 | #113 of 386 | 29 | 4.3 | $3M | 126 | 18 |
| Restaurants and cafes | 60 | #127 of 387 | 569 | 84.0 | $415K | 112 | 258 |
| Pest control | 56 | #129 of 345 | 7 | 1.0 | $10.9M | 106 | 3 |
| Laundromats | 56 | #137 of 364 | 7 | 1.0 | $17.2M | 138 | 4 |
| HVAC and plumbing | 56 | #140 of 387 | 33 | 4.9 | $5.1M | 106 | 42 |
| Barbershops | 55 | #146 of 387 | 22 | 3.2 | $2.8M | 147 | 4 |
| Home repair trades | 55 | #153 of 387 | 67 | 9.9 | $2.5M | 103 | 82 |
| Auto repair shops | 55 | #157 of 387 | 144 | 21.3 | $475K | 107 | 67 |
| Insurance agencies | 55 | #160 of 387 | 79 | 11.7 | $1.4M | 109 | 41 |
| Real estate | 54 | #144 of 387 | 166 | 24.5 | Index only | 123 | 48 |
| Hair salons | 54 | #144 of 387 | 132 | 19.5 | $461K | 107 | 29 |
| Pet businesses | 54 | #163 of 387 | 53 | 7.8 | $957K | 109 | 33 |
| Auto repair and car care | 54 | #172 of 387 | 264 | 39.0 | $259K | 97 | 90 |
| Car washes and detailing | 54 | #172 of 387 | 32 | 4.7 | $2.1M | 85 | 8 |
| Gas stations | 53 | #173 of 387 | 59 | 8.7 | $3M | 126 | 58 |
| Clothing, shoes and laundry | 53 | #181 of 387 | 125 | 18.5 | $965K | 110 | 48 |
| House cleaning | 52 | #161 of 375 | 11 | 1.6 | $6.9M | 108 | 24 |
| Real estate agents and brokers | 52 | #165 of 387 | 138 | 20.4 | Index only | 117 | 19 |
| Optometrists and eye care | 52 | #181 of 386 | 27 | 4.0 | $3.2M | 103 | 11 |
| Yoga, Pilates and fitness studios | 51 | #160 of 347 | 13 | 1.9 | $3.8M | 93 | 7 |
| Roofing and gutters | 51 | #183 of 381 | 17 | 2.5 | $9.8M | 116 | 11 |
| Veterinarians | 50 | #200 of 384 | 19 | 2.8 | $2.7M | 98 | 15 |
| Grocery stores | 49 | #209 of 387 | 41 | 6.1 | $9.4M | 101 | 18 |
| Fast food and sandwich shops | 47 | #215 of 387 | 82 | 12.1 | $2.9M | 94 | 129 |
| Clothing and shoe stores | 47 | #224 of 387 | 102 | 15.1 | $1.2M | 93 | 40 |
| Mortgage brokers and lenders | 43 | #235 of 373 | 19 | 2.8 | Index only | 119 | 9 |
| Electricians | 43 | #248 of 383 | 17 | 2.5 | $9.8M | 82 | 29 |
| Funeral homes | 42 | #240 of 377 | 21 | 3.1 | $484K | 71 | 8 |
| Lawn, cleaning and pest control | 41 | #253 of 387 | 59 | 8.7 | $1.3M | 77 | 73 |
| Grocery and convenience stores | 41 | #257 of 387 | 117 | 17.3 | $3.3M | 97 | 43 |
| Bakeries and dessert shops | 40 | #283 of 387 | 72 | 10.6 | $3.3M | 79 | 25 |
| Pet grooming and boarding | 39 | #279 of 386 | 22 | 3.2 | $2.3M | 91 | 15 |
| Pizza | 36 | #299 of 387 | 60 | 8.9 | $3.9M | 77 | 129 |
| Oil change and quick lube | 34 | #227 of 290 | 15 | 2.2 | $4.6M | 33 | 5 |
| Landscaping and lawn care | 33 | #303 of 385 | 41 | 6.1 | $1.9M | 63 | 46 |
| Convenience stores | 28 | #327 of 387 | 63 | 9.3 | $6.1M | 78 | 25 |
| Child care and preschools | 26 | #352 of 387 | 40 | 5.9 | $560K | 56 | 35 |
| Dry cleaners | Not scored | Not scored | 2 | 0.3 | $60.3M | Too few | 4 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.3 | $43.6M | Too few | 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 4 |
Household spending in the Muskegon-Norton Shores 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 | $68.5M | $1,011 | 106 |
| Gasoline and other fuels | $177M | $2,613 | 101 |
| Food away from home | $236.1M | $3,486 | 86 |
| Groceries | $385.7M | $5,695 | 90 |
| Personal care products and services | $60.9M | $899 | 89 |
| Child care and other personal services | $22.4M | $331 | 57 |
| Memberships, classes and admissions | $49.2M | $726 | 74 |
| Medical and dental services | $87.3M | $1,288 | 100 |
| Pets | $50.7M | $749 | 82 |
| Clothing, shoes and related services | $120.6M | $1,780 | 87 |
| Vehicle insurance | $107.6M | $1,589 | 81 |
| Home repairs, maintenance and insurance | $167M | $2,466 | 82 |
| Lawn care, cleaning and other household services | $76M | $1,122 | 79 |
| Rent and homeowner costs | $881.1M | $13,008 | 78 |
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 Muskegon-Norton Shores metro area
- Population, 2025 estimate
- 177,901+1.8% since 2020
- Households
- 67,732
- Median age
- 40.6
- Homes lived in by their owners
- 78%
- Vehicles per household
- 1.8
- Land area
- 504 sq. mi.
- People per square mile
- 349
- Median household income
- $65,024+27.9% vs. 2015–2019, before inflation
- Average household income
- $81,950
- Median home value
- $198,300
- Jobs located here
- 56,600
- Daytime population
- 160,507Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Muskegon-Norton Shores 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 Muskegon-Norton Shores 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 Muskegon-Norton Shores metro area 1
- Muskegon County, MI175,961 people
Other markets based in Michigan 12
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- Flint, MI metro area403,305 people
- Ann Arbor, MI metro area369,822 people
- Kalamazoo-Portage, MI metro area262,375 people
- Saginaw, MI metro area188,665 people
- Jackson, MI metro area160,060 people
- Monroe, MI metro area155,505 people
- Traverse City, MI metro area155,449 people
- Niles, MI metro area153,288 people
- Battle Creek, MI metro area133,778 people
Questions
How fast is the Muskegon-Norton Shores, MI metro area growing?
Population estimates put the Muskegon-Norton Shores metro area at 177,901 people in 2025, up 1.8% since 2020, slower than the U.S. (+3.1%). It has 67,732 households. Against the 2015–2019 survey, median household income rose 27.9%, before inflation.
How much do households in the Muskegon-Norton Shores, MI metro area spend?
Households in the Muskegon-Norton Shores metro area spend about $881.1M a year on rent and homeowner costs, $385.7M on groceries and $236.1M on food away from home. Relative to the U.S., household spending in the Muskegon-Norton Shores metro area runs highest on vehicle maintenance and repairs (an index of 106, where 100 is the U.S. average) and lowest on child care and other personal services (57).
Which business types have the highest market scores in the Muskegon-Norton Shores, MI metro area?
Of the business types scored in the Muskegon-Norton Shores metro area, primary care and pediatric clinics (73), nail salons (72) and physical therapy clinics (72) have the highest Groundwork market scores. For primary care and pediatric clinics, that ranks #47 of 387 scored metro areas.
How does the Muskegon-Norton Shores, MI metro area compare with the U.S.?
Median household income in the Muskegon-Norton Shores metro area is $65,024, 19% below the U.S. median of $80,734. The population rose 1.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $198,300, against $332,700 for the U.S. Against the U.S., map listings per household run highest for oil change and quick-lube shops (3.1 times the U.S. rate) and lowest for nail salons (48% 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. 53 of the 56 business types have a score in the Muskegon-Norton Shores 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 Muskegon-Norton Shores 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.
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Screening a site or an acquisition in the Muskegon-Norton Shores 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 Muskegon-Norton Shores 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.