Small-town market profile · New Mexico
Ruidoso, NM area market data
How the Ruidoso area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 19,844
- −2.3% since 2020
- Households
- 10,000
- Median household income
- $53,303
- +15.3% vs. 2015–2019, before inflation
- Median home value
- $233,200
- Jobs located here
- 6,275
- Highest market score
- 67
- Auto repair shops, #90 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Ruidoso area by name and distance, and the households and spending within reach. Or open the report at the center of the Ruidoso 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 Ruidoso area has an estimated 19,844 people and 10,000 households. Between 2020 and 2025, the population of the Ruidoso area declined 2.3%, against +3.1% for the U.S. Median household income in the Ruidoso area is $53,303, 34% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 15.3%, before inflation.
Relative to the U.S., household spending in the Ruidoso area runs highest on vehicle maintenance and repairs (an index of 114, where 100 is the U.S. average) and lowest on clothing, shoes and related services (74).
Of the business types scored in the Ruidoso area, auto repair shops (67), dentists and orthodontists (63) and primary care and pediatric clinics (58) have the highest Groundwork market scores. For auto repair shops, that ranks #90 of 538 scored small-town markets.
The Ruidoso area is made up of one county, Lincoln County. Against the U.S., map listings per household run highest for clothing and shoe stores (2.4 times the U.S. rate) and lowest for auto repair shops (30% below the U.S. rate).
All 56 business types in the Ruidoso area
Highest Groundwork market score first. Each score compares the Ruidoso 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 |
|---|---|---|---|---|---|---|---|
| Auto repair shops | 67 | #90 of 538 | 15 | 15.0 | $726K | 163 | 10 |
| Dentists and orthodontists | 63 | #140 of 526 | 6 | 6.0 | $1.8M | 182 | 4 |
| Primary care and pediatrics | 58 | #161 of 458 | 5 | 5.0 | $2.2M | 121 | 6 |
| Auto repair and car care | 55 | #213 of 538 | 32 | 32.0 | $340K | 127 | 20 |
| Insurance agencies | 55 | #215 of 537 | 11 | 11.0 | $1.8M | 146 | 9 |
| Gyms, studios and classes | 52 | #242 of 535 | 8 | 8.0 | $974K | 147 | 6 |
| Doctors, dentists and clinics | 50 | #272 of 538 | 61 | 61.0 | $176K | 116 | 16 |
| Hair salons | 45 | #324 of 538 | 18 | 18.0 | $463K | 108 | Under 3 |
| Tire shops | 43 | #271 of 431 | 5 | 5.0 | $2.2M | 87 | 3 |
| Grocery stores | 42 | #334 of 506 | 7 | 7.0 | $7.7M | 82 | 3 |
| Gas stations | 40 | #376 of 536 | 17 | 17.0 | $1.7M | 70 | 14 |
| Home repair trades | 39 | #388 of 526 | 7 | 7.0 | $3.4M | 138 | 24 |
| Salons, barbers and spas | 39 | #400 of 538 | 42 | 42.0 | $198K | 93 | 4 |
| Fast food and sandwich shops | 36 | #399 of 537 | 12 | 12.0 | $2.7M | 88 | 20 |
| Pet businesses | 35 | #431 of 527 | 17 | 17.0 | $466K | 53 | 4 |
| Pizza | 33 | #426 of 520 | 8 | 8.0 | $4M | 79 | 20 |
| Grocery and convenience stores | 32 | #446 of 538 | 34 | 34.0 | $1.6M | 47 | 3 |
| Property management | 30 | #154 of 180 | 5 | 5.0 | Index only | 56 | 5 |
| Lawn, cleaning and pest control | 27 | #442 of 481 | 7 | 7.0 | $1.6M | 94 | 17 |
| Optometrists and eye care | 25 | #360 of 400 | 5 | 5.0 | $2.2M | 69 | Under 3 |
| Physical therapy | 22 | #371 of 400 | 6 | 6.0 | $1.8M | 75 | 6 |
| Veterinarians | 22 | #372 of 398 | 7 | 7.0 | $1.1M | 42 | 4 |
| Real estate agents and brokers | 21 | #531 of 533 | 53 | 53.0 | Index only | 54 | 25 |
| Real estate | 21 | #534 of 536 | 62 | 62.0 | Index only | 58 | 36 |
| Bakeries and dessert shops | 17 | #501 of 507 | 15 | 15.0 | $2.1M | 52 | 6 |
| Coffee shops and cafes | 17 | #528 of 529 | 21 | 21.0 | $1.5M | 41 | 6 |
| Spas and skin care | 13 | #501 of 504 | 19 | 19.0 | $439K | 50 | Under 3 |
| Convenience stores | 12 | #516 of 529 | 18 | 18.0 | $3M | 38 | Under 3 |
| Restaurants and cafes | 10 | #536 of 538 | 182 | 182.0 | $176K | 48 | 58 |
| Sit-down restaurants | 10 | #536 of 538 | 99 | 99.0 | $324K | 49 | 32 |
| Clothing, shoes and laundry | 7 | #532 of 536 | 51 | 51.0 | $298K | 34 | 14 |
| Clothing and shoe stores | 7 | #534 of 536 | 38 | 38.0 | $400K | 31 | 14 |
| Car washes and detailing | Not scored | Not scored | 4 | 4.0 | $2.7M | 108 | 5 |
| Chiropractors | Not scored | Not scored | 4 | 4.0 | $2.7M | 112 | Under 3 |
| Funeral homes | Not scored | Not scored | 4 | 4.0 | $409K | 60 | Under 3 |
| Gyms | Not scored | Not scored | 4 | 4.0 | $1.9M | 150 | 3 |
| HVAC and plumbing | Not scored | Not scored | 4 | 4.0 | $5.9M | 123 | 14 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 4.0 | $1.9M | 97 | 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 4.0 | Index only | 99 | Under 3 |
| Nail salons | Not scored | Not scored | 4 | 4.0 | $2.1M | 125 | Under 3 |
| Electricians | Not scored | Not scored | 3 | 3.0 | $7.8M | 65 | 7 |
| House cleaning | Not scored | Not scored | 3 | 3.0 | $3.7M | 58 | 4 |
| Landscaping and lawn care | Not scored | Not scored | 3 | 3.0 | $3.7M | 126 | 13 |
| Pet grooming and boarding | Not scored | Not scored | 3 | 3.0 | $2.6M | 104 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 3.0 | $2.6M | 58 | Under 3 |
| Child care and preschools | Not scored | Not scored | 2 | 2.0 | $2.5M | Too few | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 2.0 | $5.4M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 2 | 2.0 | $7.6M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 2.0 | $7.6M | Too few | Under 3 |
| Barbershops | Not scored | Not scored | 1 | 1.0 | $8.3M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 1.0 | $11.1M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Roofing and gutters | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in the Ruidoso 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 | $10.9M | $1,089 | 114 |
| Gasoline and other fuels | $28.6M | $2,857 | 110 |
| Food away from home | $32.1M | $3,209 | 79 |
| Groceries | $53.6M | $5,363 | 85 |
| Personal care products and services | $8.3M | $834 | 83 |
| Child care and other personal services | $4.9M | $495 | 85 |
| Memberships, classes and admissions | $7.8M | $779 | 79 |
| Medical and dental services | $10.8M | $1,075 | 83 |
| Pets | $7.9M | $791 | 87 |
| Clothing, shoes and related services | $15.2M | $1,520 | 74 |
| Vehicle insurance | $20.1M | $2,012 | 103 |
| Home repairs, maintenance and insurance | $23.5M | $2,349 | 78 |
| Lawn care, cleaning and other household services | $11.1M | $1,105 | 78 |
| Rent and homeowner costs | $155.2M | $15,518 | 93 |
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 Ruidoso area
- Population, 2025 estimate
- 19,844−2.3% since 2020
- Households
- 10,000
- Median age
- 50.9
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.0
- Land area
- 4,831 sq. mi.
- People per square mile
- 4
- Median household income
- $53,303+15.3% vs. 2015–2019, before inflation
- Average household income
- $73,624
- Median home value
- $233,200
- Jobs located here
- 6,275
- Daytime population
- 19,834Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Ruidoso 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 Ruidoso 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 Ruidoso area 1
- Lincoln County, NM20,224 people
Other markets based in New Mexico 12
- Albuquerque, NM metro area921,482 people
- Las Cruces, NM metro area224,266 people
- Santa Fe, NM metro area156,105 people
- Farmington, NM metro area120,942 people
- Hobbs, NM area73,733 people
- Gallup, NM area70,431 people
- Alamogordo, NM area68,816 people
- Clovis, NM area66,566 people
- Roswell, NM area64,217 people
- Carlsbad-Artesia, NM area61,105 people
- Española, NM area40,070 people
- Taos, NM area34,543 people
Questions
How fast is the Ruidoso, NM area growing?
Population estimates put the Ruidoso area at 19,844 people in 2025, down 2.3% since 2020, against +3.1% for the U.S. It has 10,000 households. Median household income rose 15.3% from the 2015–2019 survey, before inflation.
How much do households in the Ruidoso, NM area spend?
Households in the Ruidoso area spend about $155.2M a year on rent and homeowner costs, $53.6M on groceries and $32.1M on food away from home. Set against the U.S., households in the Ruidoso area spend the most on vehicle maintenance and repairs (an index of 114, 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 the Ruidoso, NM area?
The highest Groundwork market scores in the Ruidoso area are for auto repair shops (67), dentists and orthodontists (63) and primary care and pediatric clinics (58). The Ruidoso area ranks #90 of 538 scored small-town markets for auto repair shops.
How does the Ruidoso, NM area compare with the U.S.?
The median household income in the Ruidoso area is $53,303 a year, 34% below the U.S. median of $80,734. The population fell 2.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $233,200, against $332,700 for the U.S. For its number of households, the Ruidoso area has the most map listings, relative to the U.S., for clothing and shoe stores (2.4 times the U.S. rate) and the fewest for auto repair shops (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. 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. 32 of the 56 business types have a score in the Ruidoso 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 Ruidoso 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 Ruidoso 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 Ruidoso 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.