County profile · New Hampshire
Hillsborough County, NH market data
How Hillsborough County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 433,415
- +2.5% since 2020
- Households
- 168,740
- Median household income
- $103,545
- +27.1% vs. 2015–2019, before inflation
- Median home value
- $421,100
- Jobs located here
- 221,067
- Highest market score
- 78
- Grocery stores, #229 of 2,070 scored counties
A site report maps the competitors on map listings around any address in Hillsborough County by name and distance, and the households and spending within reach. Or open the report at the center of Hillsborough 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
Hillsborough County has an estimated 433,415 people and 168,740 households. Population estimates show Hillsborough County grew 2.5% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in Hillsborough County is $103,545, 28% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 27.1%, before inflation.
Relative to the U.S., household spending in Hillsborough County runs highest on child care and other personal services (an index of 128, where 100 is the U.S. average) and lowest on gasoline and other fuels (83).
Of the business types scored in Hillsborough County, grocery stores (78), optometrists and eye clinics (77) and fast food and sandwich shops (76) have the highest Groundwork market scores. For grocery stores, that ranks #229 of 2,070 scored counties.
Hillsborough County is part of the Manchester-Nashua metro area. Against the U.S., map listings per household run highest for electricians (76% above the U.S. rate) and lowest for gas stations (30% below the U.S. rate).
All 56 business types in Hillsborough County
Highest Groundwork market score first. Each score compares Hillsborough 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 |
|---|---|---|---|---|---|---|---|
| Grocery stores | 78 | #229 of 2,070 | 92 | 5.5 | $13.5M | 146 | 64 |
| Optometrists and eye care | 77 | #101 of 1,302 | 56 | 3.3 | $4.1M | 132 | 19 |
| Fast food and sandwich shops | 76 | #203 of 2,222 | 161 | 9.5 | $4.9M | 159 | 305 |
| Barbershops | 74 | #159 of 1,356 | 87 | 5.2 | $2.2M | 119 | 5 |
| Laundromats | 73 | #123 of 785 | 22 | 1.3 | $20M | 160 | 13 |
| Roofing and gutters | 69 | #178 of 1,177 | 72 | 4.3 | $8.5M | 100 | 28 |
| Pest control | 68 | #115 of 699 | 22 | 1.3 | $11.3M | 110 | 16 |
| Funeral homes | 68 | #277 of 1,472 | 26 | 1.5 | $918K | 135 | 17 |
| Grocery and convenience stores | 68 | #495 of 2,402 | 315 | 18.7 | $4M | 117 | 139 |
| Child care and preschools | 66 | #356 of 1,611 | 99 | 5.9 | $1.3M | 127 | 122 |
| Home inspectors | 65 | #92 of 415 | 17 | 1.0 | Index only | 76 | 7 |
| Convenience stores | 65 | #585 of 2,261 | 158 | 9.4 | $7.9M | 100 | 75 |
| Urgent care and walk-in clinics | 64 | #72 of 325 | 8 | 0.5 | $28.9M | 118 | 11 |
| Dry cleaners | 64 | #122 of 507 | 25 | 1.5 | $17.6M | 113 | 16 |
| Restaurants and cafes | 64 | #597 of 2,405 | 1,597 | 94.6 | $489K | 132 | 810 |
| Sit-down restaurants | 63 | #615 of 2,405 | 844 | 50.0 | $925K | 139 | 365 |
| Property management | 62 | #258 of 910 | 49 | 2.9 | Index only | 125 | 89 |
| Chiropractors | 62 | #412 of 1,490 | 90 | 5.3 | $2.6M | 107 | 47 |
| Primary care and pediatrics | 62 | #460 of 1,656 | 95 | 5.6 | $2.4M | 136 | 253 |
| Pizza | 62 | #592 of 2,090 | 177 | 10.5 | $4.4M | 87 | 305 |
| Gas stations | 62 | #653 of 2,358 | 128 | 7.6 | $2.8M | 119 | 134 |
| Oil change and quick lube | 60 | #151 of 479 | 10 | 0.6 | $16.2M | 118 | 12 |
| Car washes and detailing | 59 | #496 of 1,451 | 69 | 4.1 | $2.4M | 93 | 21 |
| Real estate agents and brokers | 58 | #663 of 2,176 | 509 | 30.2 | Index only | 123 | 113 |
| Nail salons | 56 | #509 of 1,328 | 95 | 5.6 | $2.1M | 123 | 64 |
| HVAC and plumbing | 56 | #645 of 1,707 | 135 | 8.0 | $4.5M | 95 | 206 |
| Coffee shops and cafes | 56 | #768 of 2,063 | 178 | 10.5 | $4.4M | 118 | 138 |
| Tire shops | 54 | #676 of 1,530 | 66 | 3.9 | $2.5M | 98 | 31 |
| Clothing and shoe stores | 54 | #893 of 2,087 | 292 | 17.3 | $1.5M | 119 | 177 |
| Physical therapy | 52 | #678 of 1,422 | 119 | 7.1 | $1.9M | 81 | 57 |
| Gyms | 52 | #837 of 1,792 | 164 | 9.7 | $1.2M | 93 | 90 |
| Clothing, shoes and laundry | 52 | #1,055 of 2,210 | 424 | 25.1 | $1M | 118 | 206 |
| Home repair trades | 50 | #1,041 of 2,057 | 281 | 16.7 | $2.2M | 90 | 416 |
| Real estate | 50 | #1,105 of 2,229 | 677 | 40.1 | Index only | 116 | 289 |
| Hair salons | 50 | #1,195 of 2,339 | 472 | 28.0 | $413K | 96 | 125 |
| House cleaning | 49 | #442 of 847 | 44 | 2.6 | $5.6M | 88 | 111 |
| Landscaping and lawn care | 49 | #731 of 1,493 | 107 | 6.3 | $2.3M | 79 | 245 |
| Insurance agencies | 49 | #1,138 of 2,272 | 193 | 11.4 | $1.5M | 117 | 131 |
| Martial arts and dance studios | 46 | #793 of 1,334 | 120 | 7.1 | $1.7M | 82 | 67 |
| Veterinarians | 46 | #856 of 1,485 | 75 | 4.4 | $1.7M | 63 | 39 |
| Lawn, cleaning and pest control | 46 | #1,012 of 1,771 | 173 | 10.3 | $1.4M | 85 | 372 |
| Bakeries and dessert shops | 46 | #1,087 of 1,889 | 212 | 12.6 | $3.7M | 89 | 145 |
| Doctors, dentists and clinics | 46 | #1,375 of 2,394 | 1,337 | 79.2 | $173K | 113 | 585 |
| Mortgage brokers and lenders | 45 | #533 of 887 | 102 | 6.0 | Index only | 86 | 45 |
| Electricians | 45 | #715 of 1,160 | 74 | 4.4 | $8.3M | 69 | 182 |
| Collision repair and body shops | 45 | #776 of 1,327 | 55 | 3.3 | $3M | 96 | 60 |
| Spas and skin care | 45 | #1,067 of 1,769 | 231 | 13.7 | $844K | 96 | 54 |
| Gyms, studios and classes | 44 | #1,352 of 2,088 | 350 | 20.7 | $570K | 86 | 157 |
| Salons, barbers and spas | 44 | #1,525 of 2,385 | 903 | 53.5 | $216K | 101 | 252 |
| Yoga, Pilates and fitness studios | 39 | #573 of 777 | 66 | 3.9 | $3M | 74 | 90 |
| Dentists and orthodontists | 38 | #1,370 of 1,886 | 251 | 14.9 | $920K | 94 | 198 |
| Auto repair and car care | 38 | #1,731 of 2,401 | 667 | 39.5 | $244K | 91 | 334 |
| Pet businesses | 33 | #1,788 of 2,200 | 241 | 14.3 | $535K | 61 | 120 |
| Pet grooming and boarding | 32 | #1,139 of 1,461 | 79 | 4.7 | $1.6M | 64 | 59 |
| Auto repair shops | 32 | #1,941 of 2,378 | 447 | 26.5 | $363K | 82 | 268 |
| Pet stores | 25 | #853 of 974 | 50 | 3.0 | $2.6M | 57 | 22 |
Household spending in Hillsborough 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 | $162.4M | $963 | 101 |
| Gasoline and other fuels | $363.4M | $2,154 | 83 |
| Food away from home | $780.9M | $4,628 | 114 |
| Groceries | $1.2B | $7,386 | 117 |
| Personal care products and services | $194.9M | $1,155 | 115 |
| Child care and other personal services | $125.8M | $746 | 128 |
| Memberships, classes and admissions | $199.4M | $1,182 | 120 |
| Medical and dental services | $230.9M | $1,368 | 106 |
| Pets | $129M | $765 | 84 |
| Clothing, shoes and related services | $441M | $2,613 | 127 |
| Vehicle insurance | $283.4M | $1,679 | 86 |
| Home repairs, maintenance and insurance | $611.7M | $3,625 | 120 |
| Lawn care, cleaning and other household services | $247.7M | $1,468 | 104 |
| Rent and homeowner costs | $3.4B | $20,218 | 121 |
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 Hillsborough County
- Population, 2025 estimate
- 433,415+2.5% since 2020
- Households
- 168,740
- Median age
- 42.1
- Homes lived in by their owners
- 67%
- Vehicles per household
- 1.9
- Land area
- 877 sq. mi.
- People per square mile
- 486
- Median household income
- $103,545+27.1% vs. 2015–2019, before inflation
- Average household income
- $132,601
- Median home value
- $421,100
- Jobs located here
- 221,067
- Daytime population
- 417,173Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Hillsborough 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 Hillsborough 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 New Hampshire 8
- Rockingham County, NH319,082 people
- Merrimack County, NH155,967 people
- Cheshire County, NH77,297 people
- Strafford County, NH132,575 people
- Belknap County, NH64,659 people
- Sullivan County, NH43,715 people
- Carroll County, NH51,804 people
- Grafton County, NH92,120 people
Questions
How fast is Hillsborough County, NH growing?
Population estimates put Hillsborough County at 433,415 people in 2025, up 2.5% since 2020, slower than the U.S. (+3.1%). It has 168,740 households. Median household income rose 27.1% from the 2015–2019 survey, before inflation.
How much do households in Hillsborough County, NH spend?
Households in Hillsborough County spend about $3.4B a year on rent and homeowner costs, $1.2B on groceries and $780.9M on food away from home. Set against the U.S., households in Hillsborough County spend the most on child care and other personal services (an index of 128, where 100 is the U.S. average) and the least on gasoline and other fuels (83).
Which business types have the highest market scores in Hillsborough County, NH?
The highest Groundwork market scores in Hillsborough County are for grocery stores (78), optometrists and eye clinics (77) and fast food and sandwich shops (76). Hillsborough County ranks #229 of 2,070 scored counties for grocery stores.
How does Hillsborough County, NH compare with the U.S.?
The median household income in Hillsborough County is $103,545 a year, 28% above 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 $421,100, against $332,700 for the U.S. For its number of households, Hillsborough County has the most map listings, relative to the U.S., for electricians (76% above the U.S. rate) and the fewest for gas stations (30% 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. All 56 business types have a score in Hillsborough 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 Hillsborough 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 Hillsborough 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 Hillsborough 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.