County profile · New Mexico
Otero County, NM market data
How Otero County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 70,368
- +3.7% since 2020
- Households
- 24,480
- Median household income
- $55,876
- +33.1% vs. 2015–2019, before inflation
- Median home value
- $162,700
- Jobs located here
- 16,220
- Highest market score
- 78
- Dentists and orthodontists, #90 of 1,886 scored counties
A site report maps the competitors on map listings around any address in Otero County by name and distance, and the households and spending within reach. Or open the report at the center of Otero 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
Otero County has an estimated 70,368 people and 24,480 households. Population estimates put the population change in Otero County from 2020 to 2025 at +3.7%, faster than the U.S. (+3.1%). Median household income in Otero County is $55,876, 31% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 33.1%, before inflation.
Relative to the U.S., household spending in Otero County runs highest on vehicle maintenance and repairs (an index of 105, where 100 is the U.S. average) and lowest on clothing, shoes and related services (74).
Of the business types scored in Otero County, dentists and orthodontists (78), gyms and studios (77) and primary care and pediatric clinics (75) have the highest Groundwork market scores. For dentists and orthodontists, that ranks #90 of 1,886 scored counties.
Otero County is part of the Alamogordo area. Against the U.S., map listings per household run highest for car washes and detailers (82% above the U.S. rate) and lowest for lawn care, cleaning and pest control companies (51% below the U.S. rate).
All 56 business types in Otero County
Highest Groundwork market score first. Each score compares Otero 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 |
|---|---|---|---|---|---|---|---|
| Dentists and orthodontists | 78 | #90 of 1,886 | 9 | 3.7 | $3M | 306 | 10 |
| Gyms, studios and classes | 77 | #111 of 2,088 | 22 | 9.0 | $861K | 130 | 4 |
| Primary care and pediatrics | 75 | #145 of 1,656 | 6 | 2.5 | $4.5M | 254 | 18 |
| Chiropractors | 74 | #153 of 1,490 | 7 | 2.9 | $3.9M | 162 | 3 |
| Martial arts and dance studios | 73 | #109 of 1,334 | 6 | 2.5 | $3.2M | 156 | Under 3 |
| Gyms | 73 | #170 of 1,792 | 13 | 5.3 | $1.5M | 112 | 4 |
| Lawn, cleaning and pest control | 72 | #184 of 1,771 | 10 | 4.1 | $2.8M | 164 | 11 |
| Landscaping and lawn care | 72 | #195 of 1,493 | 6 | 2.5 | $4.6M | 157 | 7 |
| Child care and preschools | 72 | #216 of 1,611 | 10 | 4.1 | $1.2M | 115 | 11 |
| Hair salons | 70 | #292 of 2,339 | 39 | 15.9 | $536K | 124 | 5 |
| Optometrists and eye care | 67 | #254 of 1,302 | 6 | 2.5 | $4.5M | 144 | Under 3 |
| Spas and skin care | 67 | #304 of 1,769 | 15 | 6.1 | $1.4M | 159 | 3 |
| Insurance agencies | 66 | #597 of 2,272 | 28 | 11.4 | $1.7M | 132 | 12 |
| Collision repair and body shops | 65 | #310 of 1,327 | 5 | 2.0 | $4.9M | 160 | 8 |
| Property management | 64 | #222 of 910 | 6 | 2.5 | Index only | 116 | 6 |
| Physical therapy | 63 | #366 of 1,422 | 9 | 3.7 | $3M | 125 | 7 |
| Tire shops | 62 | #467 of 1,530 | 8 | 3.3 | $3.1M | 123 | 5 |
| Pizza | 62 | #587 of 2,090 | 16 | 6.5 | $5M | 99 | 32 |
| Sit-down restaurants | 62 | #674 of 2,405 | 100 | 40.8 | $803K | 121 | 30 |
| Restaurants and cafes | 62 | #683 of 2,405 | 188 | 76.8 | $427K | 115 | 74 |
| Grocery and convenience stores | 62 | #722 of 2,402 | 44 | 18.0 | $3M | 90 | 9 |
| Salons, barbers and spas | 61 | #618 of 2,385 | 77 | 31.5 | $271K | 128 | 12 |
| Real estate agents and brokers | 60 | #564 of 2,176 | 45 | 18.4 | Index only | 157 | 18 |
| Pet businesses | 60 | #676 of 2,200 | 33 | 13.5 | $593K | 68 | 6 |
| Real estate | 59 | #629 of 2,229 | 55 | 22.5 | Index only | 162 | 31 |
| Doctors, dentists and clinics | 59 | #799 of 2,394 | 129 | 52.7 | $210K | 138 | 38 |
| Pet grooming and boarding | 58 | #531 of 1,461 | 9 | 3.7 | $2.2M | 85 | Under 3 |
| Fast food and sandwich shops | 58 | #832 of 2,222 | 28 | 11.4 | $2.9M | 94 | 32 |
| Grocery stores | 57 | #780 of 2,070 | 15 | 6.1 | $8.9M | 96 | 8 |
| Auto repair shops | 57 | #854 of 2,378 | 49 | 20.0 | $502K | 113 | 29 |
| Clothing, shoes and laundry | 56 | #868 of 2,210 | 32 | 13.1 | $1.2M | 133 | 8 |
| Bakeries and dessert shops | 54 | #787 of 1,889 | 19 | 7.8 | $4.2M | 102 | 9 |
| Clothing and shoe stores | 54 | #889 of 2,087 | 24 | 9.8 | $1.6M | 123 | 8 |
| Coffee shops and cafes | 53 | #902 of 2,063 | 22 | 9.0 | $3.7M | 99 | 9 |
| Gas stations | 53 | #1,036 of 2,358 | 34 | 13.9 | $1.9M | 81 | 25 |
| Barbershops | 52 | #649 of 1,356 | 10 | 4.1 | $2.1M | 111 | Under 3 |
| Auto repair and car care | 49 | #1,272 of 2,401 | 97 | 39.6 | $254K | 94 | 40 |
| Veterinarians | 48 | #801 of 1,485 | 12 | 4.9 | $1.6M | 60 | 6 |
| Convenience stores | 47 | #1,238 of 2,261 | 24 | 9.8 | $5.6M | 71 | Under 3 |
| Nail salons | 44 | #864 of 1,328 | 13 | 5.3 | $1.6M | 96 | Under 3 |
| Roofing and gutters | 43 | #748 of 1,177 | 10 | 4.1 | $5.9M | 70 | 4 |
| Car washes and detailing | 41 | #972 of 1,451 | 17 | 6.9 | $1.4M | 57 | 4 |
| Electricians | 37 | #885 of 1,160 | 10 | 4.1 | $5.9M | 49 | 13 |
| HVAC and plumbing | 33 | #1,438 of 1,707 | 21 | 8.6 | $2.8M | 59 | 21 |
| Home repair trades | 33 | #1,775 of 2,057 | 41 | 16.7 | $1.4M | 59 | 38 |
| Pet stores | Not scored | Not scored | 4 | 1.6 | $4.9M | 108 | Under 3 |
| Funeral homes | Not scored | Not scored | 3 | 1.2 | $1.3M | 187 | Under 3 |
| House cleaning | Not scored | Not scored | 3 | 1.2 | $9.2M | 144 | 4 |
| Laundromats | Not scored | Not scored | 3 | 1.2 | $12.5M | 100 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 1.2 | $6.3M | 155 | 4 |
| Home inspectors | Not scored | Not scored | 2 | 0.8 | Index only | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 0.8 | Index only | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.4 | $37.4M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.4 | $24.6M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.4 | $27.6M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Otero 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 | $24.6M | $1,005 | 105 |
| Gasoline and other fuels | $65.3M | $2,667 | 103 |
| Food away from home | $80.3M | $3,280 | 81 |
| Groceries | $133.5M | $5,454 | 86 |
| Personal care products and services | $20.9M | $853 | 85 |
| Child care and other personal services | $11.5M | $471 | 81 |
| Memberships, classes and admissions | $18.9M | $774 | 79 |
| Medical and dental services | $27.1M | $1,107 | 86 |
| Pets | $19.6M | $800 | 88 |
| Clothing, shoes and related services | $37.4M | $1,529 | 74 |
| Vehicle insurance | $46.5M | $1,899 | 97 |
| Home repairs, maintenance and insurance | $59.1M | $2,415 | 80 |
| Lawn care, cleaning and other household services | $27.6M | $1,126 | 80 |
| Rent and homeowner costs | $385.2M | $15,736 | 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 Otero County
- Population, 2025 estimate
- 70,368+3.7% since 2020
- Households
- 24,480
- Median age
- 38.8
- Homes lived in by their owners
- 67%
- Vehicles per household
- 1.9
- Land area
- 6,613 sq. mi.
- People per square mile
- 10
- Median household income
- $55,876+33.1% vs. 2015–2019, before inflation
- Average household income
- $74,572
- Median home value
- $162,700
- Jobs located here
- 16,220
- Daytime population
- 63,281Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Otero 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 Otero 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 Mexico 8
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- Doña Ana County, NM224,266 people
- Sierra County, NM11,500 people
- Chaves County, NM64,217 people
- Eddy County, NM61,105 people
- Luna County, NM25,611 people
- Socorro County, NM16,200 people
- Grant County, NM27,775 people
Questions
How fast is Otero County, NM growing?
Population estimates put Otero County at 70,368 people in 2025, up 3.7% since 2020, faster than the U.S. (+3.1%). It has 24,480 households. Median household income rose 33.1% from the 2015–2019 survey, before inflation.
How much do households in Otero County, NM spend?
Households in Otero County spend about $385.2M a year on rent and homeowner costs, $133.5M on groceries and $80.3M on food away from home. Set against the U.S., households in Otero County spend the most on vehicle maintenance and repairs (an index of 105, where 100 is the U.S. average) and the least on clothing, shoes and related services (74).
Which business types have the highest market scores in Otero County, NM?
The highest Groundwork market scores in Otero County are for dentists and orthodontists (78), gyms and studios (77) and primary care and pediatric clinics (75). Otero County ranks #90 of 1,886 scored counties for dentists and orthodontists.
How does Otero County, NM compare with the U.S.?
The median household income in Otero County is $55,876 a year, 31% below the U.S. median of $80,734. The population rose 3.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $162,700, against $332,700 for the U.S. For its number of households, Otero County has the most map listings, relative to the U.S., for car washes and detailers (82% above the U.S. rate) and the fewest for lawn care, cleaning and pest control companies (51% 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. 45 of the 56 business types have a score in Otero 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 Otero 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 Otero 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 Otero 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.