Metro area profile · North Carolina
Hickory-Lenoir-Morganton, NC metro area market data
How the Hickory-Lenoir-Morganton metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 376,890
- +3.2% since 2020
- Households
- 149,578
- Median household income
- $62,787
- +30.5% vs. 2015–2019, before inflation
- Median home value
- $215,600
- Jobs located here
- 158,748
- Highest market score
- 76
- Insurance agencies, #56 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Hickory-Lenoir-Morganton metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Hickory-Lenoir-Morganton 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 Hickory-Lenoir-Morganton metro area has an estimated 376,890 people and 149,578 households. Between 2020 and 2025, the population of the Hickory-Lenoir-Morganton metro area grew 3.2%, in step with the U.S. (+3.1%). Median household income in the Hickory-Lenoir-Morganton metro area is $62,787, 22% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 30.5%, before inflation.
Relative to the U.S., household spending in the Hickory-Lenoir-Morganton metro area runs highest on vehicle insurance (an index of 142, where 100 is the U.S. average) and lowest on memberships, classes and admissions (61).
Of the business types scored in the Hickory-Lenoir-Morganton metro area, insurance agencies (76); physical therapy clinics (69); and yoga, Pilates and fitness studios (66) have the highest Groundwork market scores. For insurance agencies, that ranks #56 of 387 scored metro areas.
The Hickory-Lenoir-Morganton metro area takes in 4 counties: Catawba County, Burke County, Caldwell County and Alexander County. Against the U.S., map listings per household run highest for tire shops (58% above the U.S. rate) and lowest for property management companies (63% below the U.S. rate).
All 56 business types in the Hickory-Lenoir-Morganton metro area
Highest Groundwork market score first. Each score compares the Hickory-Lenoir-Morganton 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 |
|---|---|---|---|---|---|---|---|
| Insurance agencies | 76 | #56 of 387 | 201 | 13.4 | $2.1M | 164 | 146 |
| Physical therapy | 69 | #64 of 386 | 44 | 2.9 | $3.5M | 144 | 23 |
| Yoga, Pilates and fitness studios | 66 | #49 of 347 | 13 | 0.9 | $6.9M | 170 | 30 |
| Property management | 66 | #53 of 374 | 16 | 1.1 | Index only | 236 | 62 |
| Optometrists and eye care | 65 | #79 of 386 | 40 | 2.7 | $3.8M | 121 | 14 |
| Oil change and quick lube | 64 | #73 of 290 | 12 | 0.8 | $12.3M | 89 | 7 |
| Real estate | 62 | #76 of 387 | 298 | 19.9 | Index only | 163 | 237 |
| Doctors, dentists and clinics | 61 | #109 of 387 | 856 | 57.2 | $178K | 116 | 339 |
| Real estate agents and brokers | 60 | #87 of 387 | 240 | 16.0 | Index only | 160 | 127 |
| Mortgage brokers and lenders | 59 | #108 of 373 | 38 | 2.5 | Index only | 142 | 16 |
| Spas and skin care | 58 | #114 of 387 | 115 | 7.7 | $1.1M | 121 | 21 |
| Restaurants and cafes | 57 | #144 of 387 | 1,233 | 82.4 | $411K | 111 | 621 |
| Pest control | 56 | #131 of 345 | 22 | 1.5 | $9.2M | 90 | 14 |
| Sit-down restaurants | 56 | #137 of 387 | 653 | 43.7 | $775K | 117 | 248 |
| Urgent care and walk-in clinics | 55 | #76 of 197 | 5 | 0.3 | $30.4M | 124 | 9 |
| Chiropractors | 54 | #164 of 386 | 52 | 3.5 | $2.9M | 122 | 34 |
| Child care and preschools | 54 | #173 of 387 | 61 | 4.1 | $902K | 90 | 49 |
| Landscaping and lawn care | 53 | #167 of 385 | 84 | 5.6 | $2.4M | 82 | 134 |
| Lawn, cleaning and pest control | 53 | #168 of 387 | 145 | 9.7 | $1.4M | 83 | 211 |
| Coffee shops and cafes | 53 | #169 of 387 | 116 | 7.8 | $4.4M | 118 | 78 |
| Clothing and shoe stores | 53 | #187 of 387 | 192 | 12.8 | $1.3M | 105 | 83 |
| House cleaning | 52 | #166 of 375 | 39 | 2.6 | $5.2M | 81 | 63 |
| Veterinarians | 52 | #182 of 384 | 48 | 3.2 | $2.5M | 91 | 34 |
| Dry cleaners | 51 | #143 of 272 | 11 | 0.7 | $23.2M | 148 | 14 |
| Hair salons | 51 | #175 of 387 | 307 | 20.5 | $397K | 92 | 35 |
| Pet stores | 51 | #179 of 382 | 28 | 1.9 | $4.3M | 94 | 10 |
| Gyms, studios and classes | 51 | #183 of 387 | 153 | 10.2 | $585K | 88 | 44 |
| Salons, barbers and spas | 51 | #187 of 387 | 578 | 38.6 | $211K | 99 | 83 |
| Gas stations | 51 | #191 of 387 | 213 | 14.2 | $2.3M | 95 | 179 |
| Barbershops | 50 | #193 of 387 | 64 | 4.3 | $1.9M | 101 | 6 |
| Gyms | 49 | #203 of 387 | 81 | 5.4 | $1.1M | 85 | 30 |
| Car washes and detailing | 49 | #203 of 387 | 68 | 4.5 | $2.2M | 86 | 24 |
| Bakeries and dessert shops | 48 | #212 of 387 | 111 | 7.4 | $4.6M | 110 | 87 |
| Pet grooming and boarding | 48 | #218 of 386 | 56 | 3.7 | $2.1M | 84 | 27 |
| Clothing, shoes and laundry | 48 | #220 of 387 | 284 | 19.0 | $900K | 102 | 108 |
| Pet businesses | 47 | #220 of 387 | 167 | 11.2 | $714K | 81 | 71 |
| Funeral homes | 46 | #204 of 377 | 40 | 2.7 | $574K | 85 | 24 |
| HVAC and plumbing | 46 | #226 of 387 | 92 | 6.2 | $4.3M | 90 | 120 |
| Fast food and sandwich shops | 44 | #234 of 387 | 189 | 12.6 | $2.7M | 88 | 291 |
| Martial arts and dance studios | 44 | #256 of 387 | 59 | 3.9 | $1.5M | 75 | 14 |
| Electricians | 43 | #246 of 383 | 36 | 2.4 | $10.9M | 91 | 104 |
| Home repair trades | 42 | #246 of 387 | 187 | 12.5 | $2.1M | 87 | 256 |
| Dentists and orthodontists | 42 | #256 of 387 | 159 | 10.6 | $956K | 97 | 113 |
| Pizza | 41 | #260 of 387 | 113 | 7.6 | $4.5M | 88 | 291 |
| Primary care and pediatrics | 41 | #267 of 387 | 115 | 7.7 | $1.3M | 74 | 146 |
| Roofing and gutters | 39 | #277 of 381 | 59 | 3.9 | $6.7M | 79 | 32 |
| Auto repair shops | 39 | #284 of 387 | 375 | 25.1 | $393K | 88 | 179 |
| Nail salons | 39 | #303 of 387 | 87 | 5.8 | $1.4M | 84 | 21 |
| Convenience stores | 38 | #279 of 387 | 152 | 10.2 | $5.6M | 71 | 30 |
| Grocery and convenience stores | 38 | #283 of 387 | 304 | 20.3 | $2.8M | 82 | 90 |
| Auto repair and car care | 37 | #292 of 387 | 637 | 42.6 | $232K | 86 | 257 |
| Collision repair and body shops | 35 | #295 of 381 | 55 | 3.7 | $2.7M | 87 | 49 |
| Grocery stores | 34 | #302 of 387 | 101 | 6.8 | $8.4M | 91 | 60 |
| Laundromats | 32 | #291 of 364 | 24 | 1.6 | $10.7M | 85 | 11 |
| Tire shops | 29 | #320 of 386 | 89 | 6.0 | $1.7M | 66 | 43 |
| Home inspectors | Not scored | Not scored | 4 | 0.3 | Index only | 200 | 8 |
Household spending in the Hickory-Lenoir-Morganton 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 | $147.5M | $986 | 103 |
| Gasoline and other fuels | $482.9M | $3,228 | 124 |
| Food away from home | $506.3M | $3,385 | 83 |
| Groceries | $849.7M | $5,681 | 90 |
| Personal care products and services | $121.8M | $814 | 81 |
| Child care and other personal services | $55M | $368 | 63 |
| Memberships, classes and admissions | $89.5M | $599 | 61 |
| Medical and dental services | $152M | $1,016 | 79 |
| Pets | $119.3M | $797 | 88 |
| Clothing, shoes and related services | $255.7M | $1,710 | 83 |
| Vehicle insurance | $415.1M | $2,775 | 142 |
| Home repairs, maintenance and insurance | $393.1M | $2,628 | 87 |
| Lawn care, cleaning and other household services | $202.4M | $1,353 | 96 |
| Rent and homeowner costs | $2.1B | $14,032 | 84 |
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 Hickory-Lenoir-Morganton metro area
- Population, 2025 estimate
- 376,890+3.2% since 2020
- Households
- 149,578
- Median age
- 43.2
- Homes lived in by their owners
- 74%
- Vehicles per household
- 2.1
- Land area
- 1,640 sq. mi.
- People per square mile
- 225
- Median household income
- $62,787+30.5% vs. 2015–2019, before inflation
- Average household income
- $83,592
- Median home value
- $215,600
- Jobs located here
- 158,748
- Daytime population
- 362,333Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Hickory-Lenoir-Morganton 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 Hickory-Lenoir-Morganton 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 Hickory-Lenoir-Morganton metro area 4
- Catawba County, NC163,573 people
- Burke County, NC87,795 people
- Caldwell County, NC80,536 people
- Alexander County, NC36,412 people
Other markets based in North Carolina 12
- Charlotte-Concord-Gastonia, NC-SC metro area2,768,407 people
- Raleigh-Cary, NC metro area1,487,302 people
- Greensboro-High Point, NC metro area786,419 people
- Winston-Salem, NC metro area689,766 people
- Durham-Chapel Hill, NC metro area601,724 people
- Wilmington, NC metro area453,347 people
- Asheville, NC metro area414,711 people
- Fayetteville, NC metro area392,380 people
- Jacksonville, NC metro area207,906 people
- Greenville, NC metro area177,193 people
- Burlington, NC metro area176,893 people
- Rocky Mount, NC metro area144,952 people
Questions
How fast is the Hickory-Lenoir-Morganton, NC metro area growing?
Population estimates put the Hickory-Lenoir-Morganton metro area at 376,890 people in 2025, up 3.2% since 2020, in step with the U.S. (+3.1%). It has 149,578 households. Median household income rose 30.5% from the 2015–2019 survey, before inflation.
How much do households in the Hickory-Lenoir-Morganton, NC metro area spend?
Households in the Hickory-Lenoir-Morganton metro area spend about $2.1B a year on rent and homeowner costs, $849.7M on groceries and $506.3M on food away from home. Set against the U.S., households in the Hickory-Lenoir-Morganton metro area spend the most on vehicle insurance (an index of 142, where 100 is the U.S. average) and the least on memberships, classes and admissions (61).
Which business types have the highest market scores in the Hickory-Lenoir-Morganton, NC metro area?
The highest Groundwork market scores in the Hickory-Lenoir-Morganton metro area are for insurance agencies (76); physical therapy clinics (69); and yoga, Pilates and fitness studios (66). The Hickory-Lenoir-Morganton metro area ranks #56 of 387 scored metro areas for insurance agencies.
How does the Hickory-Lenoir-Morganton, NC metro area compare with the U.S.?
The median household income in the Hickory-Lenoir-Morganton metro area is $62,787 a year, 22% below the U.S. median of $80,734. The population rose 3.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $215,600, against $332,700 for the U.S. For its number of households, the Hickory-Lenoir-Morganton metro area has the most map listings, relative to the U.S., for tire shops (58% above the U.S. rate) and the fewest for property management companies (63% 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. 55 of the 56 business types have a score in the Hickory-Lenoir-Morganton 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 Hickory-Lenoir-Morganton 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 North Carolina · Every U.S. market · How we measure
Screening a site or an acquisition in the Hickory-Lenoir-Morganton metro area?
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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.