Small-town market profile · New Mexico
Taos, NM area market data
Population, household spending and competition for 56 business types in the Taos area, each scored against other small-town markets.
- Population, 2025
- 34,564
- +0.3% since 2020
- Households
- 15,549
- Median household income
- $58,950
- +53.8% vs. 2015–2019, before inflation
- Median home value
- $382,800
- Jobs located here
- 10,507
- Highest market score
- 81
- Auto repair shops, #19 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Taos area by name and distance, and the households and spending within reach. Or open the report at the center of the Taos 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
An estimated 34,564 people live in the Taos area, in 15,549 households. Population estimates show the Taos area grew 0.3% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in the Taos area is $58,950 a year, 27% below the U.S. median of $80,734. That rose 53.8% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Taos 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 (77).
The highest Groundwork market scores in the Taos area are for auto repair shops (81), auto repair and car care businesses (79) and insurance agencies (78). The Taos area ranks #19 of 538 scored small-town markets for auto repair shops.
The Taos area is made up of one county, Taos County. For its number of households, the Taos area has the most map listings, relative to the U.S., for coffee shops and cafes (87% above the U.S. rate) and the fewest for insurance agencies (59% below the U.S. rate).
All 56 business types in the Taos area
Highest Groundwork market score first. Each score compares the Taos 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 | 81 | #19 of 538 | 16 | 10.3 | $1.1M | 239 | 11 |
| Auto repair and car care | 79 | #22 of 538 | 35 | 22.5 | $486K | 181 | 18 |
| Insurance agencies | 78 | #58 of 537 | 10 | 6.4 | $3.1M | 250 | 7 |
| Car washes and detailing | 73 | #62 of 441 | 5 | 3.2 | $3.4M | 135 | Under 3 |
| Child care and preschools | 72 | #59 of 454 | 6 | 3.9 | $1.4M | 142 | 8 |
| Hair salons | 69 | #62 of 538 | 25 | 16.1 | $545K | 127 | 4 |
| Martial arts and dance studios | 67 | #65 of 378 | 6 | 3.9 | $2.2M | 111 | Under 3 |
| Convenience stores | 66 | #117 of 529 | 8 | 5.1 | $10.7M | 136 | Under 3 |
| Salons, barbers and spas | 63 | #110 of 538 | 49 | 31.5 | $278K | 131 | 7 |
| Pet businesses | 62 | #121 of 527 | 13 | 8.4 | $999K | 114 | 10 |
| Gyms | 60 | #143 of 506 | 10 | 6.4 | $1.3M | 103 | 5 |
| Dentists and orthodontists | 60 | #166 of 526 | 12 | 7.7 | $1.5M | 150 | 8 |
| Fast food and sandwich shops | 60 | #174 of 537 | 15 | 9.6 | $3.5M | 116 | 29 |
| Gas stations | 59 | #178 of 536 | 25 | 16.1 | $1.8M | 75 | 14 |
| Pizza | 57 | #175 of 520 | 10 | 6.4 | $5.3M | 104 | 29 |
| Grocery and convenience stores | 57 | #209 of 538 | 20 | 12.9 | $4.3M | 127 | 12 |
| Doctors, dentists and clinics | 54 | #231 of 538 | 85 | 54.7 | $208K | 137 | 39 |
| Pet grooming and boarding | 51 | #186 of 387 | 6 | 3.9 | $2.2M | 85 | 7 |
| Optometrists and eye care | 51 | #198 of 400 | 6 | 3.9 | $3M | 94 | Under 3 |
| Gyms, studios and classes | 51 | #277 of 535 | 24 | 15.4 | $559K | 84 | 5 |
| Primary care and pediatrics | 50 | #234 of 458 | 9 | 5.8 | $2M | 110 | 20 |
| Home repair trades | 47 | #298 of 526 | 12 | 7.7 | $3.2M | 131 | 41 |
| Physical therapy | 44 | #252 of 400 | 9 | 5.8 | $2M | 82 | 5 |
| Chiropractors | 43 | #264 of 426 | 8 | 5.1 | $2.2M | 93 | 6 |
| HVAC and plumbing | 43 | #300 of 476 | 7 | 4.5 | $5.4M | 114 | 24 |
| Grocery stores | 39 | #360 of 506 | 10 | 6.4 | $8.6M | 92 | 10 |
| Yoga, Pilates and fitness studios | 36 | #90 of 112 | 8 | 5.1 | $1.7M | 41 | 5 |
| Real estate | 36 | #443 of 536 | 49 | 31.5 | Index only | 118 | 38 |
| Spas and skin care | 35 | #410 of 504 | 17 | 10.9 | $802K | 92 | Under 3 |
| Real estate agents and brokers | 35 | #460 of 533 | 43 | 27.7 | Index only | 107 | 21 |
| Bakeries and dessert shops | 26 | #470 of 507 | 17 | 10.9 | $3.1M | 75 | 19 |
| Sit-down restaurants | 24 | #502 of 538 | 109 | 70.1 | $487K | 73 | 47 |
| Restaurants and cafes | 23 | #499 of 538 | 215 | 138.3 | $247K | 67 | 92 |
| Clothing and shoe stores | 22 | #494 of 536 | 30 | 19.3 | $823K | 65 | 18 |
| Coffee shops and cafes | 22 | #511 of 529 | 32 | 20.6 | $1.7M | 45 | 16 |
| Clothing, shoes and laundry | 17 | #514 of 536 | 51 | 32.8 | $484K | 55 | 21 |
| Barbershops | Not scored | Not scored | 4 | 2.6 | $3.4M | 181 | Under 3 |
| Property management | Not scored | Not scored | 4 | 2.6 | Index only | 113 | 15 |
| Tire shops | Not scored | Not scored | 4 | 2.6 | $4.3M | 170 | 4 |
| Collision repair and body shops | Not scored | Not scored | 3 | 1.9 | $5.7M | 184 | Under 3 |
| Electricians | Not scored | Not scored | 3 | 1.9 | $12.7M | 106 | 17 |
| Landscaping and lawn care | Not scored | Not scored | 3 | 1.9 | $6M | 204 | 19 |
| Lawn, cleaning and pest control | Not scored | Not scored | 3 | 1.9 | $6M | 355 | 26 |
| Nail salons | Not scored | Not scored | 3 | 1.9 | $4.5M | 272 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 1.9 | $4.3M | 96 | Under 3 |
| Funeral homes | Not scored | Not scored | 2 | 1.3 | $1.3M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 1.3 | $12.3M | Too few | 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.3 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.3 | $8.5M | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.3 | $19M | Too few | Under 3 |
| Veterinarians | Not scored | Not scored | 2 | 1.3 | $6.5M | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.6 | $24.7M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.6 | $17.7M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| House cleaning | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 7 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Taos 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 | $17M | $1,094 | 114 |
| Gasoline and other fuels | $44.5M | $2,864 | 110 |
| Food away from home | $53.1M | $3,413 | 84 |
| Groceries | $85.9M | $5,523 | 87 |
| Personal care products and services | $13.6M | $877 | 87 |
| Child care and other personal services | $8.5M | $547 | 94 |
| Memberships, classes and admissions | $13.4M | $862 | 88 |
| Medical and dental services | $17.7M | $1,139 | 88 |
| Pets | $13M | $835 | 92 |
| Clothing, shoes and related services | $24.7M | $1,588 | 77 |
| Vehicle insurance | $31.3M | $2,015 | 103 |
| Home repairs, maintenance and insurance | $38.1M | $2,450 | 81 |
| Lawn care, cleaning and other household services | $17.9M | $1,151 | 81 |
| Rent and homeowner costs | $250.1M | $16,085 | 97 |
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 Taos area
- Population, 2025 estimate
- 34,564+0.3% since 2020
- Households
- 15,549
- Median age
- 50.4
- Homes lived in by their owners
- 78%
- Vehicles per household
- 2.1
- Land area
- 2,202 sq. mi.
- People per square mile
- 16
- Median household income
- $58,950+53.8% vs. 2015–2019, before inflation
- Average household income
- $87,052
- Median home value
- $382,800
- Jobs located here
- 10,507
- Daytime population
- 34,773Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Taos 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 Taos 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 Taos area 1
- Taos County, NM34,543 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
- Las Vegas, NM area30,999 people
Questions
How fast is the Taos, NM area growing?
Population estimates put the Taos area at 34,564 people in 2025, up 0.3% since 2020, slower than the U.S. (+3.1%). It has 15,549 households. Against the 2015–2019 survey, median household income rose 53.8%, before inflation.
How much do households in the Taos, NM area spend?
Households in the Taos area spend about $250.1M a year on rent and homeowner costs, $85.9M on groceries and $53.1M on food away from home. Relative to the U.S., household spending in the Taos 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 (77).
Which business types have the highest market scores in the Taos, NM area?
Of the business types scored in the Taos area, auto repair shops (81), auto repair and car care businesses (79) and insurance agencies (78) have the highest Groundwork market scores. For auto repair shops, that ranks #19 of 538 scored small-town markets.
How does the Taos, NM area compare with the U.S.?
Median household income in the Taos area is $58,950, 27% below the U.S. median of $80,734. The population rose 0.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $382,800, against $332,700 for the U.S. Against the U.S., map listings per household run highest for coffee shops and cafes (87% above the U.S. rate) and lowest for insurance agencies (59% 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. 36 of the 56 business types have a score in the Taos 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 Taos 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 Taos 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 Taos 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.