County profile · New Mexico
San Juan County, NM market data
Population, household spending and competition for 56 business types in San Juan County, each scored against other counties.
- Population, 2025
- 120,340
- −0.9% since 2020
- Households
- 41,732
- Median household income
- $55,872
- +10.6% vs. 2015–2019, before inflation
- Median home value
- $193,800
- Jobs located here
- 45,264
- Highest market score
- 72
- Veterinarians, #225 of 1,485 scored counties
A site report maps the competitors on map listings around any address in San Juan County by name and distance, and the households and spending within reach. Or open the report at the center of San Juan 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
An estimated 120,340 people live in San Juan County, in 41,732 households. Population estimates show San Juan County declined 0.9% from 2020 to 2025, against +3.1% for the U.S. The median household income in San Juan County is $55,872 a year, 31% below the U.S. median of $80,734. That rose 10.6% from the 2015–2019 survey, before inflation.
Set against the U.S., households in San Juan County spend the most on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and the least on clothing, shoes and related services (75).
The highest Groundwork market scores in San Juan County are for veterinarians (72); collision repair and body shops (70); and yoga, Pilates and fitness studios (64). San Juan County ranks #225 of 1,485 scored counties for veterinarians.
San Juan County is part of the Farmington metro area. For its number of households, San Juan County has the most map listings, relative to the U.S., for gas stations (2.3 times the U.S. rate) and the fewest for primary care and pediatric clinics (64% below the U.S. rate).
All 56 business types in San Juan County
Highest Groundwork market score first. Each score compares San Juan 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 |
|---|---|---|---|---|---|---|---|
| Veterinarians | 72 | #225 of 1,485 | 5 | 1.2 | $6.8M | 248 | 6 |
| Collision repair and body shops | 70 | #206 of 1,327 | 9 | 2.2 | $4.9M | 160 | 8 |
| Yoga, Pilates and fitness studios | 64 | #154 of 777 | 5 | 1.2 | $6.8M | 167 | 8 |
| Pet businesses | 64 | #493 of 2,200 | 23 | 5.5 | $1.5M | 167 | 20 |
| Landscaping and lawn care | 63 | #388 of 1,493 | 7 | 1.7 | $6.7M | 230 | 18 |
| Martial arts and dance studios | 62 | #335 of 1,334 | 16 | 3.8 | $2.1M | 105 | 4 |
| Child care and preschools | 62 | #484 of 1,611 | 20 | 4.8 | $1.1M | 106 | 18 |
| Hair salons | 59 | #731 of 2,339 | 68 | 16.3 | $525K | 122 | 10 |
| Convenience stores | 59 | #788 of 2,261 | 27 | 6.5 | $8.4M | 107 | 5 |
| Grocery and convenience stores | 58 | #858 of 2,402 | 61 | 14.6 | $3.7M | 110 | 17 |
| Pet grooming and boarding | 57 | #543 of 1,461 | 7 | 1.7 | $4.8M | 189 | 10 |
| Salons, barbers and spas | 56 | #844 of 2,385 | 131 | 31.4 | $272K | 128 | 14 |
| Real estate agents and brokers | 55 | #783 of 2,176 | 71 | 17.0 | Index only | 170 | 27 |
| Optometrists and eye care | 54 | #584 of 1,302 | 14 | 3.4 | $3.3M | 106 | 5 |
| Grocery stores | 54 | #871 of 2,070 | 22 | 5.3 | $10.3M | 111 | 12 |
| Funeral homes | 53 | #624 of 1,472 | 10 | 2.4 | $638K | 94 | 7 |
| Primary care and pediatrics | 53 | #728 of 1,656 | 11 | 2.6 | $4.2M | 237 | 68 |
| Property management | 52 | #405 of 910 | 12 | 2.9 | Index only | 99 | 10 |
| Lawn, cleaning and pest control | 51 | #795 of 1,771 | 20 | 4.8 | $2.4M | 140 | 51 |
| Spas and skin care | 49 | #906 of 1,769 | 25 | 6.0 | $1.4M | 163 | Under 3 |
| Pet stores | 48 | #513 of 974 | 7 | 1.7 | $4.8M | 107 | 4 |
| Mortgage brokers and lenders | 47 | #497 of 887 | 19 | 4.6 | Index only | 89 | 4 |
| Roofing and gutters | 47 | #652 of 1,177 | 7 | 1.7 | $14.4M | 170 | 10 |
| Nail salons | 47 | #773 of 1,328 | 16 | 3.8 | $2.2M | 134 | Under 3 |
| Real estate | 47 | #1,221 of 2,229 | 104 | 24.9 | Index only | 146 | 54 |
| Gyms, studios and classes | 47 | #1,221 of 2,088 | 60 | 14.4 | $564K | 85 | 12 |
| Sit-down restaurants | 47 | #1,314 of 2,405 | 196 | 47.0 | $704K | 106 | 51 |
| Bakeries and dessert shops | 45 | #1,104 of 1,889 | 27 | 6.5 | $5.1M | 123 | 23 |
| Gyms | 45 | #1,111 of 1,792 | 39 | 9.3 | $868K | 67 | 8 |
| HVAC and plumbing | 44 | #1,051 of 1,707 | 24 | 5.8 | $4.2M | 88 | 25 |
| Insurance agencies | 42 | #1,408 of 2,272 | 71 | 17.0 | $1.2M | 93 | 30 |
| Physical therapy | 38 | #1,024 of 1,422 | 18 | 4.3 | $2.6M | 108 | 21 |
| Home repair trades | 37 | #1,600 of 2,057 | 41 | 9.8 | $2.5M | 101 | 77 |
| Barbershops | 36 | #995 of 1,356 | 19 | 4.6 | $1.9M | 100 | Under 3 |
| Tire shops | 35 | #1,142 of 1,530 | 24 | 5.8 | $1.8M | 74 | 12 |
| Restaurants and cafes | 35 | #1,815 of 2,405 | 372 | 89.1 | $371K | 100 | 184 |
| Doctors, dentists and clinics | 35 | #1,874 of 2,394 | 235 | 56.3 | $198K | 130 | 152 |
| House cleaning | 34 | #689 of 847 | 8 | 1.9 | $5.9M | 92 | 23 |
| Pizza | 34 | #1,654 of 2,090 | 28 | 6.7 | $4.9M | 97 | 108 |
| Coffee shops and cafes | 33 | #1,647 of 2,063 | 41 | 9.8 | $3.4M | 91 | 23 |
| Auto repair shops | 33 | #1,920 of 2,378 | 127 | 30.4 | $349K | 79 | 53 |
| Car washes and detailing | 32 | #1,161 of 1,451 | 23 | 5.5 | $1.9M | 77 | 11 |
| Pest control | 29 | #611 of 699 | 5 | 1.2 | $9.4M | 92 | 10 |
| Chiropractors | 29 | #1,292 of 1,490 | 26 | 6.2 | $1.8M | 75 | 16 |
| Clothing and shoe stores | 28 | #1,764 of 2,087 | 53 | 12.7 | $1.2M | 96 | 31 |
| Auto repair and car care | 28 | #2,086 of 2,401 | 215 | 51.5 | $206K | 77 | 84 |
| Electricians | 27 | #1,028 of 1,160 | 10 | 2.4 | $10.1M | 84 | 42 |
| Dentists and orthodontists | 26 | #1,737 of 1,886 | 53 | 12.7 | $877K | 89 | 38 |
| Oil change and quick lube | 25 | #429 of 479 | 6 | 1.4 | $7.4M | 54 | 7 |
| Gas stations | 24 | #2,147 of 2,358 | 103 | 24.7 | $1.1M | 48 | 62 |
| Clothing, shoes and laundry | 19 | #2,089 of 2,210 | 90 | 21.6 | $717K | 81 | 44 |
| Fast food and sandwich shops | 18 | #2,085 of 2,222 | 71 | 17.0 | $1.9M | 64 | 108 |
| Laundromats | 6 | #777 of 785 | 15 | 3.6 | $4.3M | 34 | 9 |
| Dry cleaners | Not scored | Not scored | 3 | 0.7 | $21.5M | 137 | 4 |
| Home inspectors | Not scored | Not scored | 2 | 0.5 | Index only | Too few | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.5 | $23.2M | Too few | 4 |
Household spending in San Juan 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 | $44.4M | $1,063 | 111 |
| Gasoline and other fuels | $116.7M | $2,797 | 108 |
| Food away from home | $137.9M | $3,305 | 81 |
| Groceries | $227.1M | $5,443 | 86 |
| Personal care products and services | $35.7M | $855 | 85 |
| Child care and other personal services | $21.2M | $508 | 88 |
| Memberships, classes and admissions | $33.9M | $811 | 83 |
| Medical and dental services | $46.5M | $1,114 | 87 |
| Pets | $33.8M | $809 | 89 |
| Clothing, shoes and related services | $64.6M | $1,547 | 75 |
| Vehicle insurance | $82.5M | $1,977 | 101 |
| Home repairs, maintenance and insurance | $100.6M | $2,411 | 80 |
| Lawn care, cleaning and other household services | $47.1M | $1,128 | 80 |
| Rent and homeowner costs | $659.4M | $15,800 | 95 |
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 San Juan County
- Population, 2025 estimate
- 120,340−0.9% since 2020
- Households
- 41,732
- Median age
- 38.3
- Homes lived in by their owners
- 71%
- Vehicles per household
- 2.0
- Land area
- 5,517 sq. mi.
- People per square mile
- 22
- Median household income
- $55,872+10.6% vs. 2015–2019, before inflation
- Average household income
- $76,826
- Median home value
- $193,800
- Jobs located here
- 45,264
- Daytime population
- 119,349Residents who don’t work, plus everyone whose job is here
Looking at a specific site in San Juan 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 San Juan 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
- McKinley County, NM70,431 people
- Cibola County, NM26,845 people
- Rio Arriba County, NM40,070 people
- Los Alamos County, NM19,435 people
- Sandoval County, NM153,604 people
- Bernalillo County, NM673,930 people
- Santa Fe County, NM156,105 people
- Taos County, NM34,543 people
Questions
How fast is San Juan County, NM growing?
Population estimates put San Juan County at 120,340 people in 2025, down 0.9% since 2020, against +3.1% for the U.S. It has 41,732 households. Against the 2015–2019 survey, median household income rose 10.6%, before inflation.
How much do households in San Juan County, NM spend?
Households in San Juan County spend about $659.4M a year on rent and homeowner costs, $227.1M on groceries and $137.9M on food away from home. Relative to the U.S., household spending in San Juan County runs highest on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and lowest on clothing, shoes and related services (75).
Which business types have the highest market scores in San Juan County, NM?
Of the business types scored in San Juan County, veterinarians (72); collision repair and body shops (70); and yoga, Pilates and fitness studios (64) have the highest Groundwork market scores. For veterinarians, that ranks #225 of 1,485 scored counties.
How does San Juan County, NM compare with the U.S.?
Median household income in San Juan County is $55,872, 31% below the U.S. median of $80,734. The population fell 0.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $193,800, against $332,700 for the U.S. Against the U.S., map listings per household run highest for gas stations (2.3 times the U.S. rate) and lowest for primary care and pediatric clinics (64% 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. 53 of the 56 business types have a score in San Juan 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 San Juan 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.
All markets in New Mexico · Every U.S. market · How we measure
Screening a site or an acquisition in San Juan 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 San Juan 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.