Small-town market profile · New Hampshire
Concord, NH area market data
Population, household spending and competition for 56 business types in the Concord area, each scored against other small-town markets.
- Population, 2025
- 158,078
- +2.6% since 2020
- Households
- 60,901
- Median household income
- $97,004
- +28.1% vs. 2015–2019, before inflation
- Median home value
- $367,600
- Jobs located here
- 83,058
- Highest market score
- 90
- Mortgage brokers and lenders, #1 of 177 scored small-town markets
A site report maps the competitors on map listings around any address in the Concord area by name and distance, and the households and spending within reach. Or open the report at the center of the Concord 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 158,078 people live in the Concord area, in 60,901 households. Population estimates show the Concord area grew 2.6% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in the Concord area is $97,004 a year, 20% above the U.S. median of $80,734. That rose 28.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Concord area spend the most on clothing, shoes and related services (an index of 120, where 100 is the U.S. average) and the least on pets (79).
The highest Groundwork market scores in the Concord area are for mortgage brokers and lenders (90), clothing and shoe stores (84) and optometrists and eye clinics (83). The Concord area ranks #1 of 177 scored small-town markets for mortgage brokers and lenders.
The Concord area is made up of one county, Merrimack County. For its number of households, the Concord area has the most map listings, relative to the U.S., for pet grooming and boarding businesses (2.1 times the U.S. rate) and the fewest for mortgage brokers and lenders (58% below the U.S. rate).
All 56 business types in the Concord area
Highest Groundwork market score first. Each score compares the Concord 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 |
|---|---|---|---|---|---|---|---|
| Mortgage brokers and lenders | 90 | #1 of 177 | 11 | 1.8 | Index only | 274 | 5 |
| Clothing and shoe stores | 84 | #13 of 536 | 49 | 8.0 | $3.1M | 241 | 25 |
| Optometrists and eye care | 83 | #10 of 400 | 15 | 2.5 | $5.3M | 168 | 9 |
| Fast food and sandwich shops | 82 | #19 of 537 | 58 | 9.5 | $4.6M | 150 | 107 |
| Primary care and pediatrics | 82 | #20 of 458 | 22 | 3.6 | $3.6M | 202 | 46 |
| Funeral homes | 82 | #21 of 365 | 14 | 2.3 | $669K | 99 | 6 |
| Roofing and gutters | 80 | #11 of 288 | 23 | 3.8 | $9M | 107 | 8 |
| Grocery stores | 79 | #30 of 506 | 40 | 6.6 | $10.9M | 117 | 22 |
| Clothing, shoes and laundry | 79 | #35 of 536 | 85 | 14.0 | $1.8M | 200 | 37 |
| Tire shops | 77 | #40 of 431 | 21 | 3.4 | $2.9M | 116 | 6 |
| Grocery and convenience stores | 76 | #35 of 538 | 128 | 21.0 | $3.4M | 100 | 40 |
| House cleaning | 75 | #12 of 142 | 8 | 1.3 | $10.6M | 165 | 32 |
| Sit-down restaurants | 75 | #40 of 538 | 257 | 42.2 | $1M | 156 | 124 |
| Laundromats | 74 | #19 of 150 | 12 | 2.0 | $12.5M | 100 | 9 |
| Property management | 73 | #13 of 180 | 16 | 2.6 | Index only | 132 | 24 |
| Restaurants and cafes | 73 | #59 of 538 | 538 | 88.3 | $494K | 133 | 289 |
| Pizza | 71 | #69 of 520 | 58 | 9.5 | $4.6M | 90 | 107 |
| Convenience stores | 70 | #87 of 529 | 69 | 11.3 | $6.3M | 80 | 18 |
| Barbershops | 68 | #83 of 377 | 36 | 5.9 | $1.9M | 98 | 3 |
| Chiropractors | 65 | #93 of 426 | 29 | 4.8 | $2.7M | 114 | 20 |
| Gas stations | 61 | #152 of 536 | 64 | 10.5 | $2.2M | 91 | 63 |
| Car washes and detailing | 60 | #139 of 441 | 27 | 4.4 | $2.3M | 90 | 10 |
| Doctors, dentists and clinics | 60 | #172 of 538 | 420 | 69.0 | $188K | 123 | 162 |
| Real estate agents and brokers | 57 | #172 of 533 | 195 | 32.0 | Index only | 111 | 29 |
| Nail salons | 56 | #153 of 387 | 31 | 5.1 | $2.1M | 129 | 19 |
| Hair salons | 56 | #203 of 538 | 164 | 26.9 | $406K | 94 | 36 |
| HVAC and plumbing | 55 | #180 of 476 | 49 | 8.0 | $4.2M | 89 | 99 |
| Child care and preschools | 55 | #190 of 454 | 51 | 8.4 | $796K | 79 | 62 |
| Spas and skin care | 55 | #199 of 504 | 71 | 11.7 | $939K | 107 | 13 |
| Bakeries and dessert shops | 55 | #206 of 507 | 62 | 10.2 | $4.3M | 104 | 58 |
| Pet stores | 54 | #95 of 220 | 16 | 2.6 | $2.7M | 60 | 5 |
| Real estate | 54 | #220 of 536 | 225 | 36.9 | Index only | 121 | 67 |
| Electricians | 52 | #142 of 295 | 29 | 4.8 | $7.2M | 60 | 85 |
| Coffee shops and cafes | 52 | #247 of 529 | 77 | 12.6 | $3.5M | 93 | 58 |
| Salons, barbers and spas | 51 | #259 of 538 | 305 | 50.1 | $219K | 103 | 72 |
| Home repair trades | 50 | #276 of 526 | 101 | 16.6 | $2.1M | 85 | 192 |
| Gyms | 49 | #272 of 506 | 70 | 11.5 | $923K | 71 | 26 |
| Insurance agencies | 49 | #275 of 537 | 86 | 14.1 | $1.3M | 101 | 55 |
| Yoga, Pilates and fitness studios | 48 | #63 of 112 | 31 | 5.1 | $2.1M | 51 | 26 |
| Collision repair and body shops | 48 | #208 of 387 | 24 | 3.9 | $2.5M | 82 | 23 |
| Martial arts and dance studios | 48 | #211 of 378 | 41 | 6.7 | $1.6M | 78 | 28 |
| Physical therapy | 45 | #244 of 400 | 44 | 7.2 | $1.8M | 75 | 28 |
| Dentists and orthodontists | 43 | #335 of 526 | 79 | 13.0 | $1M | 102 | 56 |
| Lawn, cleaning and pest control | 42 | #305 of 481 | 69 | 11.3 | $1.2M | 73 | 154 |
| Gyms, studios and classes | 41 | #375 of 535 | 142 | 23.3 | $455K | 69 | 54 |
| Landscaping and lawn care | 38 | #287 of 399 | 57 | 9.4 | $1.5M | 51 | 115 |
| Auto repair and car care | 35 | #418 of 538 | 306 | 50.2 | $199K | 74 | 137 |
| Auto repair shops | 31 | #456 of 538 | 198 | 32.5 | $308K | 69 | 113 |
| Veterinarians | 27 | #349 of 398 | 37 | 6.1 | $1.2M | 43 | 24 |
| Pet grooming and boarding | 24 | #357 of 387 | 47 | 7.7 | $928K | 36 | 18 |
| Pet businesses | 22 | #507 of 527 | 121 | 19.9 | $361K | 41 | 47 |
| Dry cleaners | Not scored | Not scored | 4 | 0.7 | $37.5M | 239 | 3 |
| Oil change and quick lube | Not scored | Not scored | 4 | 0.7 | $15.3M | 111 | 5 |
| Pest control | Not scored | Not scored | 4 | 0.7 | $21.1M | 207 | 7 |
| Home inspectors | Not scored | Not scored | 3 | 0.5 | Index only | 149 | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in the Concord 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 | $61M | $1,002 | 105 |
| Gasoline and other fuels | $138.8M | $2,279 | 88 |
| Food away from home | $266M | $4,368 | 107 |
| Groceries | $435.1M | $7,144 | 113 |
| Personal care products and services | $66.6M | $1,094 | 109 |
| Child care and other personal services | $40.6M | $666 | 115 |
| Memberships, classes and admissions | $64.6M | $1,061 | 108 |
| Medical and dental services | $79M | $1,298 | 101 |
| Pets | $43.6M | $716 | 79 |
| Clothing, shoes and related services | $149.8M | $2,460 | 120 |
| Vehicle insurance | $108.6M | $1,783 | 91 |
| Home repairs, maintenance and insurance | $207.5M | $3,407 | 113 |
| Lawn care, cleaning and other household services | $84.5M | $1,388 | 98 |
| Rent and homeowner costs | $1.2B | $19,302 | 116 |
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 Concord area
- Population, 2025 estimate
- 158,078+2.6% since 2020
- Households
- 60,901
- Median age
- 43.1
- Homes lived in by their owners
- 73%
- Vehicles per household
- 2.0
- Land area
- 933 sq. mi.
- People per square mile
- 167
- Median household income
- $97,004+28.1% vs. 2015–2019, before inflation
- Average household income
- $123,673
- Median home value
- $367,600
- Jobs located here
- 83,058
- Daytime population
- 159,180Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Concord 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 Concord 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 Concord area 1
- Merrimack County, NH155,967 people
Other markets based in New Hampshire 4
- Manchester-Nashua, NH metro area426,378 people
- Lebanon-Claremont, NH-VT area223,586 people
- Keene, NH area77,297 people
- Laconia, NH area64,659 people
Questions
How fast is the Concord, NH area growing?
Population estimates put the Concord area at 158,078 people in 2025, up 2.6% since 2020, slower than the U.S. (+3.1%). It has 60,901 households. Against the 2015–2019 survey, median household income rose 28.1%, before inflation.
How much do households in the Concord, NH area spend?
Households in the Concord area spend about $1.2B a year on rent and homeowner costs, $435.1M on groceries and $266M on food away from home. Relative to the U.S., household spending in the Concord area runs highest on clothing, shoes and related services (an index of 120, where 100 is the U.S. average) and lowest on pets (79).
Which business types have the highest market scores in the Concord, NH area?
Of the business types scored in the Concord area, mortgage brokers and lenders (90), clothing and shoe stores (84) and optometrists and eye clinics (83) have the highest Groundwork market scores. For mortgage brokers and lenders, that ranks #1 of 177 scored small-town markets.
How does the Concord, NH area compare with the U.S.?
Median household income in the Concord area is $97,004, 20% above the U.S. median of $80,734. The population rose 2.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $367,600, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (2.1 times the U.S. rate) and lowest for mortgage brokers and lenders (58% 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 Concord 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 Concord 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 Concord 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 Concord 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.