Metro area profile · New York
Rochester, NY metro area market data
How the Rochester metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 1,056,149
- −0.7% since 2020
- Households
- 445,836
- Median household income
- $76,284
- Median home value
- $204,600
- Jobs located here
- 501,944
- Highest market score
- 76
- Mortgage brokers and lenders, #16 of 373 scored metro areas
A site report maps the competitors on map listings around any address in the Rochester metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Rochester metro 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 Rochester metro area has an estimated 1,056,149 people and 445,836 households. Population estimates show the Rochester metro area declined 0.7% from 2020 to 2025, against +3.1% for the U.S. Median household income in the Rochester metro area is $76,284, 6% below the U.S. median of $80,734.
Relative to the U.S., household spending in the Rochester metro area runs highest on clothing, shoes and related services (an index of 108, where 100 is the U.S. average) and lowest on pets (69).
Of the business types scored in the Rochester metro area, mortgage brokers and lenders (76), HVAC and plumbing companies (72) and home repair companies (70) have the highest Groundwork market scores. For mortgage brokers and lenders, that ranks #16 of 373 scored metro areas.
The Rochester metro area takes in 5 counties: Monroe County, Ontario County, Wayne County, Livingston County and Orleans County. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (33% above the U.S. rate) and lowest for mortgage brokers and lenders (67% below the U.S. rate).
All 56 business types in the Rochester metro area
Highest Groundwork market score first. Each score compares the Rochester metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Mortgage brokers and lenders | 76 | #16 of 373 | 61 | 1.4 | Index only | 332 | 28 |
| HVAC and plumbing | 72 | #35 of 387 | 217 | 4.9 | $6.3M | 133 | 286 |
| Home repair trades | 70 | #40 of 387 | 449 | 10.1 | $3.1M | 126 | 582 |
| Dry cleaners | 68 | #38 of 272 | 37 | 0.8 | $26.6M | 170 | 31 |
| Real estate agents and brokers | 67 | #50 of 387 | 911 | 20.4 | Index only | 159 | 262 |
| Real estate | 67 | #51 of 387 | 1,118 | 25.1 | Index only | 163 | 604 |
| Electricians | 67 | #60 of 383 | 93 | 2.1 | $14.7M | 123 | 224 |
| Clothing, shoes and laundry | 67 | #77 of 387 | 843 | 18.9 | $1.2M | 133 | 335 |
| Urgent care and walk-in clinics | 66 | #35 of 197 | 15 | 0.3 | $34.9M | 142 | 12 |
| Clothing and shoe stores | 66 | #83 of 387 | 594 | 13.3 | $1.7M | 131 | 284 |
| Home inspectors | 65 | #42 of 243 | 26 | 0.6 | Index only | 116 | 18 |
| Laundromats | 65 | #91 of 364 | 63 | 1.4 | $15.6M | 125 | 20 |
| Roofing and gutters | 62 | #95 of 381 | 139 | 3.1 | $9.9M | 117 | 72 |
| Fast food and sandwich shops | 62 | #119 of 387 | 438 | 9.8 | $3.9M | 129 | 852 |
| Oil change and quick lube | 57 | #111 of 290 | 18 | 0.4 | $19.7M | 143 | 20 |
| Pest control | 57 | #120 of 345 | 42 | 0.9 | $13.3M | 130 | 35 |
| Primary care and pediatrics | 54 | #162 of 387 | 269 | 6.0 | $1.9M | 109 | 327 |
| Child care and preschools | 54 | #170 of 387 | 211 | 4.7 | $1.2M | 116 | 273 |
| Restaurants and cafes | 53 | #168 of 387 | 4,287 | 96.2 | $403K | 109 | 1,929 |
| Grocery and convenience stores | 53 | #178 of 387 | 780 | 17.5 | $3.8M | 112 | 356 |
| Convenience stores | 53 | #180 of 387 | 341 | 7.6 | $8.7M | 110 | 145 |
| Sit-down restaurants | 52 | #166 of 387 | 2,248 | 50.4 | $768K | 116 | 802 |
| House cleaning | 50 | #177 of 375 | 47 | 1.1 | $11.9M | 186 | 293 |
| Property management | 50 | #183 of 374 | 120 | 2.7 | Index only | 118 | 241 |
| Spas and skin care | 50 | #188 of 387 | 421 | 9.4 | $1M | 119 | 95 |
| Doctors, dentists and clinics | 50 | #194 of 387 | 3,545 | 79.5 | $148K | 97 | 1,008 |
| Optometrists and eye care | 50 | #205 of 386 | 173 | 3.9 | $3M | 97 | 43 |
| Barbershops | 48 | #213 of 387 | 271 | 6.1 | $1.6M | 86 | 14 |
| Physical therapy | 47 | #213 of 386 | 221 | 5.0 | $2.4M | 99 | 132 |
| Coffee shops and cafes | 46 | #224 of 387 | 424 | 9.5 | $4.1M | 110 | 264 |
| Grocery stores | 46 | #225 of 387 | 297 | 6.7 | $10M | 107 | 211 |
| Yoga, Pilates and fitness studios | 44 | #220 of 347 | 94 | 2.1 | $4.1M | 102 | 126 |
| Hair salons | 43 | #256 of 387 | 974 | 21.8 | $449K | 104 | 283 |
| Lawn, cleaning and pest control | 40 | #262 of 387 | 338 | 7.6 | $1.7M | 99 | 799 |
| Tire shops | 40 | #262 of 386 | 148 | 3.3 | $2.4M | 96 | 57 |
| Chiropractors | 40 | #263 of 386 | 227 | 5.1 | $2.3M | 96 | 120 |
| Gyms | 40 | #281 of 387 | 365 | 8.2 | $1.1M | 82 | 126 |
| Salons, barbers and spas | 40 | #293 of 387 | 1,970 | 44.2 | $222K | 104 | 571 |
| Funeral homes | 39 | #251 of 377 | 107 | 2.4 | $616K | 91 | 67 |
| Pizza | 39 | #276 of 387 | 434 | 9.7 | $4M | 78 | 852 |
| Bakeries and dessert shops | 39 | #287 of 387 | 426 | 9.6 | $4.1M | 98 | 295 |
| Gas stations | 38 | #282 of 387 | 371 | 8.3 | $2.2M | 93 | 311 |
| Insurance agencies | 37 | #268 of 387 | 536 | 12.0 | $1.2M | 96 | 345 |
| Dentists and orthodontists | 37 | #297 of 387 | 544 | 12.2 | $962K | 98 | 374 |
| Collision repair and body shops | 35 | #293 of 381 | 126 | 2.8 | $2.8M | 91 | 89 |
| Gyms, studios and classes | 33 | #334 of 387 | 708 | 15.9 | $551K | 83 | 271 |
| Nail salons | 33 | #344 of 387 | 256 | 5.7 | $1.7M | 102 | 169 |
| Car washes and detailing | 32 | #327 of 387 | 173 | 3.9 | $2M | 81 | 59 |
| Landscaping and lawn care | 31 | #313 of 385 | 249 | 5.6 | $2.2M | 77 | 471 |
| Auto repair and car care | 30 | #327 of 387 | 1,502 | 33.7 | $236K | 88 | 612 |
| Martial arts and dance studios | 28 | #361 of 387 | 249 | 5.6 | $1.6M | 78 | 145 |
| Veterinarians | 27 | #343 of 384 | 136 | 3.1 | $2.1M | 76 | 109 |
| Auto repair shops | 24 | #355 of 387 | 916 | 20.5 | $387K | 87 | 467 |
| Pet stores | 22 | #359 of 382 | 82 | 1.8 | $3.4M | 76 | 37 |
| Pet businesses | 21 | #369 of 387 | 517 | 11.6 | $543K | 62 | 230 |
| Pet grooming and boarding | 20 | #370 of 386 | 213 | 4.8 | $1.3M | 52 | 84 |
Household spending in the Rochester metro 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 | $354.4M | $795 | 83 |
| Gasoline and other fuels | $824.1M | $1,849 | 71 |
| Food away from home | $1.7B | $3,874 | 95 |
| Groceries | $3B | $6,651 | 105 |
| Personal care products and services | $437.4M | $981 | 98 |
| Child care and other personal services | $246.1M | $552 | 95 |
| Memberships, classes and admissions | $390M | $875 | 89 |
| Medical and dental services | $523.3M | $1,174 | 91 |
| Pets | $280.5M | $629 | 69 |
| Clothing, shoes and related services | $985.1M | $2,210 | 108 |
| Vehicle insurance | $647M | $1,451 | 74 |
| Home repairs, maintenance and insurance | $1.4B | $3,073 | 102 |
| Lawn care, cleaning and other household services | $559.4M | $1,255 | 89 |
| Rent and homeowner costs | $7.9B | $17,716 | 106 |
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 Rochester metro area
- Population, 2025 estimate
- 1,056,149−0.7% since 2020
- Households
- 445,836
- Median age
- 42.2
- Homes lived in by their owners
- 67%
- Vehicles per household
- 1.6
- Land area
- 2,928 sq. mi.
- People per square mile
- 362
- Median household income
- $76,284
- Average household income
- $100,943
- Median home value
- $204,600
- Jobs located here
- 501,944
- Daytime population
- 1,064,689Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rochester metro area?
These figures cover the whole metro area. 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 Rochester metro 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 Rochester metro area 5
- Monroe County, NY753,753 people
- Ontario County, NY112,625 people
- Wayne County, NY90,929 people
- Livingston County, NY61,498 people
- Orleans County, NY39,608 people
Other markets based in New York 12
- New York-Newark-Jersey City, NY-NJ metro area19,723,168 people
- Buffalo-Cheektowaga, NY metro area1,161,343 people
- Albany-Schenectady-Troy, NY metro area906,052 people
- Kiryas Joel-Poughkeepsie-Newburgh, NY metro area704,836 people
- Syracuse, NY metro area656,410 people
- Utica-Rome, NY metro area288,881 people
- Binghamton, NY metro area245,242 people
- Kingston, NY metro area182,601 people
- Glens Falls, NY metro area126,039 people
- Watertown-Fort Drum, NY metro area115,040 people
- Ithaca, NY metro area104,537 people
- Elmira, NY metro area82,147 people
Questions
How fast is the Rochester, NY metro area growing?
Population estimates put the Rochester metro area at 1,056,149 people in 2025, down 0.7% since 2020, against +3.1% for the U.S. It has 445,836 households.
How much do households in the Rochester, NY metro area spend?
Households in the Rochester metro area spend about $7.9B a year on rent and homeowner costs, $3B on groceries and $1.7B on food away from home. Set against the U.S., households in the Rochester metro area spend the most on clothing, shoes and related services (an index of 108, where 100 is the U.S. average) and the least on pets (69).
Which business types have the highest market scores in the Rochester, NY metro area?
The highest Groundwork market scores in the Rochester metro area are for mortgage brokers and lenders (76), HVAC and plumbing companies (72) and home repair companies (70). The Rochester metro area ranks #16 of 373 scored metro areas for mortgage brokers and lenders.
How does the Rochester, NY metro area compare with the U.S.?
The median household income in the Rochester metro area is $76,284 a year, 6% below the U.S. median of $80,734. The population fell 0.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $204,600, against $332,700 for the U.S. For its number of households, the Rochester metro area has the most map listings, relative to the U.S., for pet grooming and boarding businesses (33% above the U.S. rate) and the fewest for mortgage brokers and lenders (67% 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. All 56 business types have a score in the Rochester metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Rochester metro 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.
All markets in New York · Every U.S. market · How we measure
Screening a site or an acquisition in the Rochester metro 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 Rochester metro 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.