Small-town market profile · New Hampshire
Laconia, NH area market data
How the Laconia area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 65,147
- +2.1% since 2020
- Households
- 26,337
- Median household income
- $92,783
- +33.6% vs. 2015–2019, before inflation
- Median home value
- $374,900
- Jobs located here
- 26,593
- Highest market score
- 89
- Funeral homes, #7 of 365 scored small-town markets
A site report maps the competitors on map listings around any address in the Laconia area by name and distance, and the households and spending within reach. Or open the report at the center of the Laconia 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
The Laconia area has an estimated 65,147 people and 26,337 households. Population estimates show the Laconia area grew 2.1% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Laconia area is $92,783, 15% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 33.6%, before inflation.
Relative to the U.S., household spending in the Laconia area runs highest on clothing, shoes and related services (an index of 117, where 100 is the U.S. average) and lowest on pets (76).
Of the business types scored in the Laconia area, funeral homes (89), optometrists and eye clinics (80) and grocery stores (78) have the highest Groundwork market scores. For funeral homes, that ranks #7 of 365 scored small-town markets.
The Laconia area is made up of one county, Belknap County. Against the U.S., map listings per household run highest for electricians (2.9 times the U.S. rate) and lowest for insurance agencies (49% below the U.S. rate).
All 56 business types in the Laconia area
Highest Groundwork market score first. Each score compares the Laconia 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 |
|---|---|---|---|---|---|---|---|
| Funeral homes | 89 | #7 of 365 | 5 | 1.9 | $927K | 137 | Under 3 |
| Optometrists and eye care | 80 | #18 of 400 | 8 | 3.0 | $4.2M | 133 | 3 |
| Grocery stores | 78 | #32 of 506 | 15 | 5.7 | $12.3M | 132 | 11 |
| Primary care and pediatrics | 76 | #42 of 458 | 13 | 4.9 | $2.6M | 144 | 18 |
| Mortgage brokers and lenders | 72 | #18 of 177 | 8 | 3.0 | Index only | 159 | 4 |
| Insurance agencies | 71 | #92 of 537 | 21 | 8.0 | $2.2M | 173 | 16 |
| Roofing and gutters | 70 | #41 of 288 | 11 | 4.2 | $7.9M | 94 | Under 3 |
| Tire shops | 70 | #79 of 431 | 9 | 3.4 | $2.8M | 113 | 4 |
| Property management | 69 | #24 of 180 | 7 | 2.7 | Index only | 128 | 12 |
| Child care and preschools | 69 | #77 of 454 | 9 | 3.4 | $1.9M | 187 | 28 |
| Pizza | 69 | #79 of 520 | 18 | 6.8 | $6.2M | 122 | 58 |
| Collision repair and body shops | 66 | #77 of 387 | 7 | 2.7 | $3.6M | 118 | 7 |
| Grocery and convenience stores | 66 | #119 of 538 | 65 | 24.7 | $2.8M | 84 | 19 |
| Convenience stores | 66 | #123 of 529 | 31 | 11.8 | $6M | 76 | 8 |
| Nail salons | 64 | #98 of 387 | 9 | 3.4 | $3.1M | 187 | 8 |
| Barbershops | 64 | #110 of 377 | 15 | 5.7 | $1.9M | 99 | Under 3 |
| Doctors, dentists and clinics | 63 | #143 of 538 | 149 | 56.6 | $224K | 147 | 72 |
| Fast food and sandwich shops | 61 | #168 of 537 | 39 | 14.8 | $2.9M | 94 | 58 |
| Physical therapy | 58 | #148 of 400 | 13 | 4.9 | $2.6M | 107 | 9 |
| Gas stations | 57 | #194 of 536 | 26 | 9.9 | $2.2M | 94 | 31 |
| Chiropractors | 54 | #178 of 426 | 15 | 5.7 | $2.2M | 93 | 9 |
| House cleaning | 52 | #59 of 142 | 7 | 2.7 | $5.1M | 80 | 20 |
| Sit-down restaurants | 52 | #248 of 538 | 162 | 61.5 | $691K | 104 | 83 |
| Clothing and shoe stores | 52 | #254 of 536 | 55 | 20.9 | $1.1M | 90 | 34 |
| Yoga, Pilates and fitness studios | 51 | #52 of 112 | 10 | 3.8 | $2.7M | 66 | 12 |
| Laundromats | 50 | #71 of 150 | 9 | 3.4 | $7M | 56 | 6 |
| Restaurants and cafes | 49 | #270 of 538 | 329 | 124.9 | $340K | 92 | 168 |
| Clothing, shoes and laundry | 49 | #283 of 536 | 80 | 30.4 | $789K | 90 | 40 |
| HVAC and plumbing | 46 | #278 of 476 | 25 | 9.5 | $3.5M | 73 | 42 |
| Hair salons | 46 | #316 of 538 | 79 | 30.0 | $355K | 83 | 18 |
| Martial arts and dance studios | 45 | #229 of 378 | 19 | 7.2 | $1.4M | 70 | 9 |
| Spas and skin care | 44 | #324 of 504 | 36 | 13.7 | $779K | 89 | 7 |
| Gyms | 44 | #326 of 506 | 31 | 11.8 | $864K | 66 | 12 |
| Coffee shops and cafes | 44 | #331 of 529 | 39 | 14.8 | $2.9M | 77 | 27 |
| Salons, barbers and spas | 44 | #351 of 538 | 141 | 53.5 | $199K | 94 | 34 |
| Real estate agents and brokers | 43 | #357 of 533 | 110 | 41.8 | Index only | 83 | 23 |
| Dentists and orthodontists | 42 | #346 of 526 | 30 | 11.4 | $1.1M | 113 | 28 |
| Real estate | 42 | #370 of 536 | 127 | 48.2 | Index only | 90 | 47 |
| Bakeries and dessert shops | 41 | #354 of 507 | 36 | 13.7 | $3.1M | 75 | 27 |
| Pet stores | 40 | #160 of 220 | 7 | 2.7 | $2.6M | 57 | 3 |
| Home repair trades | 40 | #385 of 526 | 55 | 20.9 | $1.6M | 65 | 87 |
| Gyms, studios and classes | 40 | #390 of 535 | 60 | 22.8 | $446K | 67 | 21 |
| Electricians | 38 | #225 of 295 | 19 | 7.2 | $4.6M | 38 | 45 |
| Car washes and detailing | 37 | #327 of 441 | 16 | 6.1 | $1.6M | 63 | 6 |
| Lawn, cleaning and pest control | 32 | #422 of 481 | 46 | 17.5 | $775K | 46 | 92 |
| Auto repair and car care | 32 | #442 of 538 | 127 | 48.2 | $201K | 75 | 65 |
| Landscaping and lawn care | 31 | #341 of 399 | 36 | 13.7 | $990K | 34 | 69 |
| Veterinarians | 30 | #332 of 398 | 14 | 5.3 | $1.3M | 48 | 9 |
| Auto repair shops | 29 | #468 of 538 | 81 | 30.8 | $315K | 71 | 49 |
| Pet grooming and boarding | 20 | #367 of 387 | 19 | 7.2 | $959K | 38 | 10 |
| Pet businesses | 19 | #514 of 527 | 52 | 19.7 | $350K | 40 | 22 |
| Dry cleaners | Not scored | Not scored | 3 | 1.1 | $21M | 134 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 1.1 | $11.9M | 116 | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 3 | 1.1 | $11.1M | 45 | 5 |
| Home inspectors | Not scored | Not scored | 2 | 0.8 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.8 | $12.7M | Too few | 3 |
Household spending in the Laconia 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 | $25.5M | $967 | 101 |
| Gasoline and other fuels | $58.4M | $2,216 | 85 |
| Food away from home | $111.9M | $4,248 | 104 |
| Groceries | $184.6M | $7,010 | 111 |
| Personal care products and services | $28.1M | $1,065 | 106 |
| Child care and other personal services | $16.9M | $641 | 110 |
| Memberships, classes and admissions | $26.8M | $1,017 | 103 |
| Medical and dental services | $33.4M | $1,267 | 98 |
| Pets | $18.2M | $692 | 76 |
| Clothing, shoes and related services | $63.1M | $2,396 | 117 |
| Vehicle insurance | $45.7M | $1,736 | 89 |
| Home repairs, maintenance and insurance | $87.2M | $3,311 | 110 |
| Lawn care, cleaning and other household services | $35.6M | $1,353 | 96 |
| Rent and homeowner costs | $497M | $18,870 | 113 |
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 Laconia area
- Population, 2025 estimate
- 65,147+2.1% since 2020
- Households
- 26,337
- Median age
- 48.0
- Homes lived in by their owners
- 80%
- Vehicles per household
- 1.9
- Land area
- 402 sq. mi.
- People per square mile
- 161
- Median household income
- $92,783+33.6% vs. 2015–2019, before inflation
- Average household income
- $116,878
- Median home value
- $374,900
- Jobs located here
- 26,593
- Daytime population
- 60,550Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Laconia 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 Laconia 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 Laconia area 1
- Belknap County, NH64,659 people
Other markets based in New Hampshire 4
- Manchester-Nashua, NH metro area426,378 people
- Lebanon-Claremont, NH-VT area223,586 people
- Concord, NH area155,967 people
- Keene, NH area77,297 people
Questions
How fast is the Laconia, NH area growing?
Population estimates put the Laconia area at 65,147 people in 2025, up 2.1% since 2020, slower than the U.S. (+3.1%). It has 26,337 households. Median household income rose 33.6% from the 2015–2019 survey, before inflation.
How much do households in the Laconia, NH area spend?
Households in the Laconia area spend about $497M a year on rent and homeowner costs, $184.6M on groceries and $111.9M on food away from home. Set against the U.S., households in the Laconia area spend the most on clothing, shoes and related services (an index of 117, where 100 is the U.S. average) and the least on pets (76).
Which business types have the highest market scores in the Laconia, NH area?
The highest Groundwork market scores in the Laconia area are for funeral homes (89), optometrists and eye clinics (80) and grocery stores (78). The Laconia area ranks #7 of 365 scored small-town markets for funeral homes.
How does the Laconia, NH area compare with the U.S.?
The median household income in the Laconia area is $92,783 a year, 15% above the U.S. median of $80,734. The population rose 2.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $374,900, against $332,700 for the U.S. For its number of households, the Laconia area has the most map listings, relative to the U.S., for electricians (2.9 times the U.S. rate) and the fewest for insurance agencies (49% 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 Laconia 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 Laconia 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.
All markets in New Hampshire · Every U.S. market · How we measure
Screening a site or an acquisition in the Laconia 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 Laconia 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.