County profile · New Mexico
Doña Ana County, NM market data
How Doña Ana County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 229,091
- +4.1% since 2020
- Households
- 84,889
- Median household income
- $56,848
- +38.8% vs. 2015–2019, before inflation
- Median home value
- $220,800
- Jobs located here
- 79,505
- Highest market score
- 81
- Gyms, #57 of 1,792 scored counties
A site report maps the competitors on map listings around any address in Doña Ana County by name and distance, and the households and spending within reach. Or open the report at the center of Doña Ana 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
Doña Ana County has an estimated 229,091 people and 84,889 households. Population estimates show Doña Ana County grew 4.1% from 2020 to 2025, faster than the U.S. (+3.1%). Median household income in Doña Ana County is $56,848, 30% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 38.8%, before inflation.
Relative to the U.S., household spending in Doña Ana County runs highest on vehicle maintenance and repairs (an index of 106, where 100 is the U.S. average) and lowest on clothing, shoes and related services (75).
Of the business types scored in Doña Ana County, gyms (81), car washes and detailers (77) and veterinarians (77) have the highest Groundwork market scores. For gyms, that ranks #57 of 1,792 scored counties.
Doña Ana County is part of the Las Cruces metro area. Against the U.S., map listings per household run highest for primary care and pediatric clinics (13% above the U.S. rate) and lowest for landscaping and lawn care companies (50% below the U.S. rate).
All 56 business types in Doña Ana County
Highest Groundwork market score first. Each score compares Doña Ana 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 |
|---|---|---|---|---|---|---|---|
| Gyms | 81 | #57 of 1,792 | 34 | 4.0 | $2M | 153 | 12 |
| Car washes and detailing | 77 | #99 of 1,451 | 29 | 3.4 | $3M | 118 | 6 |
| Veterinarians | 77 | #127 of 1,485 | 16 | 1.9 | $4.3M | 157 | 17 |
| Yoga, Pilates and fitness studios | 73 | #62 of 777 | 11 | 1.3 | $6.1M | 151 | 12 |
| Gas stations | 73 | #315 of 2,358 | 59 | 7.0 | $3.8M | 160 | 60 |
| Optometrists and eye care | 72 | #165 of 1,302 | 23 | 2.7 | $4.1M | 130 | 8 |
| Gyms, studios and classes | 72 | #202 of 2,088 | 75 | 8.8 | $901K | 136 | 28 |
| Auto repair and car care | 72 | #308 of 2,401 | 265 | 31.2 | $324K | 121 | 97 |
| Collision repair and body shops | 71 | #194 of 1,327 | 23 | 2.7 | $3.7M | 121 | 17 |
| Grocery stores | 71 | #370 of 2,070 | 36 | 4.2 | $12.8M | 138 | 20 |
| Chiropractors | 70 | #229 of 1,490 | 27 | 3.2 | $3.5M | 145 | 17 |
| Grocery and convenience stores | 70 | #439 of 2,402 | 124 | 14.6 | $3.7M | 110 | 21 |
| Landscaping and lawn care | 69 | #261 of 1,493 | 20 | 2.4 | $4.8M | 163 | 46 |
| Auto repair shops | 69 | #381 of 2,378 | 163 | 19.2 | $527K | 119 | 69 |
| Physical therapy | 67 | #281 of 1,422 | 31 | 3.7 | $3M | 125 | 19 |
| Pizza | 67 | #394 of 2,090 | 43 | 5.1 | $6.5M | 127 | 131 |
| Property management | 66 | #188 of 910 | 18 | 2.1 | Index only | 133 | 28 |
| Martial arts and dance studios | 66 | #243 of 1,334 | 30 | 3.5 | $2.3M | 112 | 16 |
| Nail salons | 66 | #249 of 1,328 | 37 | 4.4 | $1.9M | 117 | 3 |
| Hair salons | 66 | #422 of 2,339 | 131 | 15.4 | $550K | 128 | 30 |
| Tire shops | 65 | #406 of 1,530 | 34 | 4.0 | $2.5M | 101 | 12 |
| Pet businesses | 63 | #543 of 2,200 | 79 | 9.3 | $866K | 99 | 46 |
| Lawn, cleaning and pest control | 62 | #425 of 1,771 | 48 | 5.7 | $2M | 118 | 83 |
| Convenience stores | 62 | #673 of 2,261 | 52 | 6.1 | $8.9M | 112 | Under 3 |
| Electricians | 61 | #328 of 1,160 | 15 | 1.8 | $13.5M | 112 | 42 |
| Sit-down restaurants | 61 | #713 of 2,405 | 355 | 41.8 | $783K | 118 | 105 |
| Child care and preschools | 60 | #540 of 1,611 | 42 | 4.9 | $1M | 101 | 57 |
| Restaurants and cafes | 60 | #765 of 2,405 | 661 | 77.9 | $420K | 113 | 273 |
| Oil change and quick lube | 59 | #163 of 479 | 6 | 0.7 | $14.3M | 104 | 7 |
| Pet grooming and boarding | 59 | #507 of 1,461 | 26 | 3.1 | $2.6M | 103 | 21 |
| Real estate agents and brokers | 59 | #615 of 2,176 | 179 | 21.1 | Index only | 137 | 55 |
| Mortgage brokers and lenders | 58 | #281 of 887 | 32 | 3.8 | Index only | 107 | 10 |
| HVAC and plumbing | 58 | #564 of 1,707 | 40 | 4.7 | $5.1M | 106 | 58 |
| Spas and skin care | 58 | #594 of 1,769 | 76 | 9.0 | $948K | 108 | 7 |
| Dentists and orthodontists | 56 | #724 of 1,886 | 74 | 8.7 | $1.3M | 128 | 55 |
| Salons, barbers and spas | 56 | #856 of 2,385 | 295 | 34.8 | $244K | 115 | 45 |
| Fast food and sandwich shops | 56 | #914 of 2,222 | 95 | 11.2 | $2.9M | 96 | 131 |
| Laundromats | 55 | #325 of 785 | 11 | 1.3 | $11.9M | 95 | 3 |
| Bakeries and dessert shops | 55 | #737 of 1,889 | 59 | 7.0 | $4.7M | 114 | 39 |
| Clothing and shoe stores | 55 | #849 of 2,087 | 75 | 8.8 | $1.7M | 137 | 38 |
| Real estate | 54 | #878 of 2,229 | 231 | 27.2 | Index only | 133 | 112 |
| Barbershops | 52 | #660 of 1,356 | 48 | 5.7 | $1.5M | 80 | 3 |
| Clothing, shoes and laundry | 52 | #1,046 of 2,210 | 110 | 13.0 | $1.2M | 135 | 46 |
| House cleaning | 51 | #399 of 847 | 17 | 2.0 | $5.6M | 88 | 28 |
| Home repair trades | 50 | #1,033 of 2,057 | 89 | 10.5 | $2.3M | 94 | 120 |
| Pest control | 49 | #365 of 699 | 11 | 1.3 | $8.7M | 85 | 9 |
| Coffee shops and cafes | 49 | #1,058 of 2,063 | 80 | 9.4 | $3.5M | 94 | 36 |
| Insurance agencies | 48 | #1,199 of 2,272 | 125 | 14.7 | $1.3M | 101 | 76 |
| Pet stores | 47 | #537 of 974 | 19 | 2.2 | $3.6M | 80 | 8 |
| Doctors, dentists and clinics | 40 | #1,677 of 2,394 | 612 | 72.1 | $153K | 100 | 246 |
| Primary care and pediatrics | 38 | #1,210 of 1,656 | 69 | 8.1 | $1.4M | 76 | 147 |
| Roofing and gutters | 36 | #890 of 1,177 | 34 | 4.0 | $6M | 70 | 20 |
| Funeral homes | Not scored | Not scored | 4 | 0.5 | $3M | 449 | 5 |
| Dry cleaners | Not scored | Not scored | 3 | 0.4 | $43.6M | 278 | 5 |
| Home inspectors | Not scored | Not scored | 2 | 0.2 | Index only | Too few | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Doña Ana 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 | $86M | $1,013 | 106 |
| Gasoline and other fuels | $225.4M | $2,655 | 102 |
| Food away from home | $277.8M | $3,273 | 80 |
| Groceries | $460.6M | $5,426 | 86 |
| Personal care products and services | $72M | $849 | 84 |
| Child care and other personal services | $42.5M | $500 | 86 |
| Memberships, classes and admissions | $67.6M | $796 | 81 |
| Medical and dental services | $93.4M | $1,100 | 85 |
| Pets | $68.4M | $806 | 89 |
| Clothing, shoes and related services | $130.7M | $1,539 | 75 |
| Vehicle insurance | $159.2M | $1,876 | 96 |
| Home repairs, maintenance and insurance | $202.6M | $2,386 | 79 |
| Lawn care, cleaning and other household services | $95.3M | $1,122 | 79 |
| Rent and homeowner costs | $1.3B | $15,701 | 94 |
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 Doña Ana County
- Population, 2025 estimate
- 229,091+4.1% since 2020
- Households
- 84,889
- Median age
- 36.1
- Homes lived in by their owners
- 65%
- Vehicles per household
- 1.9
- Land area
- 3,808 sq. mi.
- People per square mile
- 59
- Median household income
- $56,848+38.8% vs. 2015–2019, before inflation
- Average household income
- $76,951
- Median home value
- $220,800
- Jobs located here
- 79,505
- Daytime population
- 218,304Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Doña Ana 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 Doña Ana 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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- Lincoln County, NM20,224 people
- Hidalgo County, NM4,041 people
- Socorro County, NM16,200 people
- Eddy County, NM61,105 people
Questions
How fast is Doña Ana County, NM growing?
Population estimates put Doña Ana County at 229,091 people in 2025, up 4.1% since 2020, faster than the U.S. (+3.1%). It has 84,889 households. Median household income rose 38.8% from the 2015–2019 survey, before inflation.
How much do households in Doña Ana County, NM spend?
Households in Doña Ana County spend about $1.3B a year on rent and homeowner costs, $460.6M on groceries and $277.8M on food away from home. Set against the U.S., households in Doña Ana County spend the most on vehicle maintenance and repairs (an index of 106, where 100 is the U.S. average) and the least on clothing, shoes and related services (75).
Which business types have the highest market scores in Doña Ana County, NM?
The highest Groundwork market scores in Doña Ana County are for gyms (81), car washes and detailers (77) and veterinarians (77). Doña Ana County ranks #57 of 1,792 scored counties for gyms.
How does Doña Ana County, NM compare with the U.S.?
The median household income in Doña Ana County is $56,848 a year, 30% below the U.S. median of $80,734. The population rose 4.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $220,800, against $332,700 for the U.S. For its number of households, Doña Ana County has the most map listings, relative to the U.S., for primary care and pediatric clinics (13% above the U.S. rate) and the fewest for landscaping and lawn care companies (50% 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. 52 of the 56 business types have a score in Doña Ana 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 Doña Ana 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 Doña Ana 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 Doña Ana 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.