Small-town market profile · North Carolina
Morehead City, NC area market data
How the Morehead City area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 70,469
- +4.1% since 2020
- Households
- 31,977
- Median household income
- $72,322
- +26.5% vs. 2015–2019, before inflation
- Median home value
- $333,300
- Jobs located here
- 23,748
- Highest market score
- 91
- Funeral homes, #3 of 365 scored small-town markets
A site report maps the competitors on map listings around any address in the Morehead City area by name and distance, and the households and spending within reach. Or open the report at the center of the Morehead City 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 Morehead City area has an estimated 70,469 people and 31,977 households. Between 2020 and 2025, the population of the Morehead City area grew 4.1%, faster than the U.S. (+3.1%). Median household income in the Morehead City area is $72,322, 10% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 26.5%, before inflation.
Relative to the U.S., household spending in the Morehead City area runs highest on vehicle insurance (an index of 130, where 100 is the U.S. average) and lowest on memberships, classes and admissions (74).
Of the business types scored in the Morehead City area, funeral homes (91), insurance agencies (89) and pet grooming and boarding businesses (84) have the highest Groundwork market scores. For funeral homes, that ranks #3 of 365 scored small-town markets.
The Morehead City area is made up of one county, Carteret County. Against the U.S., map listings per household run highest for landscaping and lawn care companies (96% above the U.S. rate) and lowest for insurance agencies (44% below the U.S. rate).
All 56 business types in the Morehead City area
Highest Groundwork market score first. Each score compares the Morehead City 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 |
|---|---|---|---|---|---|---|---|
| Funeral homes | 91 | #3 of 365 | 7 | 2.2 | $763K | 112 | 3 |
| Insurance agencies | 89 | #14 of 537 | 28 | 8.8 | $2.9M | 232 | 20 |
| Pet grooming and boarding | 84 | #8 of 387 | 13 | 4.1 | $2.2M | 86 | 4 |
| Collision repair and body shops | 78 | #27 of 387 | 7 | 2.2 | $4.3M | 139 | 6 |
| Chiropractors | 74 | #25 of 426 | 9 | 2.8 | $3.9M | 164 | 8 |
| Auto repair shops | 72 | #56 of 538 | 54 | 16.9 | $554K | 125 | 30 |
| Barbershops | 68 | #80 of 377 | 12 | 3.8 | $2.4M | 126 | Under 3 |
| Gas stations | 68 | #91 of 536 | 47 | 14.7 | $2M | 85 | 40 |
| Child care and preschools | 68 | #92 of 454 | 17 | 5.3 | $854K | 85 | 15 |
| Pest control | 67 | #19 of 85 | 6 | 1.9 | $7.8M | 77 | 10 |
| Auto repair and car care | 67 | #108 of 538 | 104 | 32.5 | $288K | 107 | 47 |
| Convenience stores | 66 | #126 of 529 | 37 | 11.6 | $5.2M | 66 | 7 |
| Roofing and gutters | 63 | #69 of 288 | 14 | 4.4 | $6.6M | 78 | 6 |
| Yoga, Pilates and fitness studios | 61 | #31 of 112 | 8 | 2.5 | $2.9M | 72 | 7 |
| Pet stores | 58 | #73 of 220 | 10 | 3.1 | $2.9M | 63 | 5 |
| Pizza | 56 | #196 of 520 | 31 | 9.7 | $3.9M | 76 | 66 |
| Car washes and detailing | 55 | #176 of 441 | 13 | 4.1 | $2.3M | 91 | 7 |
| Optometrists and eye care | 54 | #170 of 400 | 12 | 3.8 | $2.9M | 94 | 8 |
| Grocery and convenience stores | 54 | #253 of 538 | 89 | 27.8 | $2.2M | 64 | 22 |
| Electricians | 53 | #136 of 295 | 14 | 4.4 | $6.6M | 55 | 32 |
| Veterinarians | 52 | #196 of 398 | 16 | 5.0 | $1.8M | 66 | 16 |
| House cleaning | 51 | #63 of 142 | 11 | 3.4 | $4.3M | 67 | 24 |
| Grocery stores | 51 | #265 of 506 | 30 | 9.4 | $6.4M | 69 | 15 |
| Pet businesses | 51 | #274 of 527 | 49 | 15.3 | $583K | 66 | 25 |
| Gyms | 50 | #257 of 506 | 28 | 8.8 | $833K | 64 | 7 |
| Fast food and sandwich shops | 50 | #279 of 537 | 55 | 17.2 | $2.2M | 71 | 66 |
| Tire shops | 49 | #228 of 431 | 17 | 5.3 | $1.8M | 70 | 7 |
| Physical therapy | 48 | #221 of 400 | 17 | 5.3 | $2.1M | 87 | 13 |
| Mortgage brokers and lenders | 47 | #100 of 177 | 12 | 3.8 | Index only | 103 | 8 |
| HVAC and plumbing | 47 | #273 of 476 | 27 | 8.4 | $3.4M | 71 | 46 |
| Clothing, shoes and laundry | 47 | #300 of 536 | 86 | 26.9 | $699K | 79 | 31 |
| Clothing and shoe stores | 47 | #303 of 536 | 64 | 20.0 | $940K | 74 | 28 |
| Property management | 45 | #110 of 180 | 12 | 3.8 | Index only | 72 | 23 |
| Martial arts and dance studios | 45 | #231 of 378 | 17 | 5.3 | $1.4M | 68 | 7 |
| Doctors, dentists and clinics | 45 | #325 of 538 | 203 | 63.5 | $174K | 114 | 113 |
| Hair salons | 45 | #327 of 538 | 76 | 23.8 | $375K | 87 | 19 |
| Home repair trades | 44 | #341 of 526 | 55 | 17.2 | $1.7M | 69 | 84 |
| Nail salons | 43 | #249 of 387 | 25 | 7.8 | $1.1M | 68 | Under 3 |
| Landscaping and lawn care | 43 | #253 of 399 | 30 | 9.4 | $1.6M | 54 | 48 |
| Primary care and pediatrics | 43 | #295 of 458 | 25 | 7.8 | $1.4M | 79 | 53 |
| Coffee shops and cafes | 42 | #353 of 529 | 47 | 14.7 | $2.5M | 69 | 29 |
| Lawn, cleaning and pest control | 40 | #327 of 481 | 47 | 14.7 | $1M | 60 | 82 |
| Gyms, studios and classes | 40 | #391 of 535 | 53 | 16.6 | $440K | 66 | 14 |
| Bakeries and dessert shops | 39 | #375 of 507 | 46 | 14.4 | $2.6M | 63 | 29 |
| Sit-down restaurants | 38 | #401 of 538 | 244 | 76.3 | $491K | 74 | 121 |
| Dentists and orthodontists | 37 | #391 of 526 | 38 | 11.9 | $931K | 95 | 28 |
| Restaurants and cafes | 37 | #403 of 538 | 465 | 145.4 | $258K | 69 | 217 |
| Salons, barbers and spas | 37 | #423 of 538 | 162 | 50.7 | $176K | 83 | 30 |
| Spas and skin care | 35 | #414 of 504 | 44 | 13.8 | $647K | 74 | 9 |
| Real estate | 33 | #484 of 536 | 218 | 68.2 | Index only | 51 | 111 |
| Real estate agents and brokers | 33 | #484 of 533 | 190 | 59.4 | Index only | 46 | 67 |
| Dry cleaners | Not scored | Not scored | 4 | 1.3 | $15M | 96 | Under 3 |
| Home inspectors | Not scored | Not scored | 4 | 1.3 | Index only | 46 | 3 |
| Laundromats | Not scored | Not scored | 3 | 0.9 | $20M | 160 | 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.6 | $15M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in the Morehead City 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 | $29.9M | $935 | 98 |
| Gasoline and other fuels | $95.5M | $2,988 | 115 |
| Food away from home | $119.7M | $3,745 | 92 |
| Groceries | $191.6M | $5,993 | 95 |
| Personal care products and services | $28.5M | $890 | 89 |
| Child care and other personal services | $14.5M | $454 | 78 |
| Memberships, classes and admissions | $23.3M | $729 | 74 |
| Medical and dental services | $35.4M | $1,106 | 86 |
| Pets | $28.6M | $894 | 98 |
| Clothing, shoes and related services | $60.1M | $1,880 | 92 |
| Vehicle insurance | $81.6M | $2,550 | 130 |
| Home repairs, maintenance and insurance | $91.8M | $2,870 | 95 |
| Lawn care, cleaning and other household services | $47.1M | $1,473 | 104 |
| Rent and homeowner costs | $481.4M | $15,054 | 90 |
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 Morehead City area
- Population, 2025 estimate
- 70,469+4.1% since 2020
- Households
- 31,977
- Median age
- 49.5
- Homes lived in by their owners
- 75%
- Vehicles per household
- 1.9
- Land area
- 508 sq. mi.
- People per square mile
- 136
- Median household income
- $72,322+26.5% vs. 2015–2019, before inflation
- Average household income
- $99,351
- Median home value
- $333,300
- Jobs located here
- 23,748
- Daytime population
- 65,592Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Morehead City 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 Morehead City 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 Morehead City area 1
- Carteret County, NC69,148 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
- Hickory-Lenoir-Morganton, NC metro area368,316 people
- Jacksonville, NC metro area207,906 people
- Greenville, NC metro area177,193 people
- Burlington, NC metro area176,893 people
Questions
How fast is the Morehead City, NC area growing?
Population estimates put the Morehead City area at 70,469 people in 2025, up 4.1% since 2020, faster than the U.S. (+3.1%). It has 31,977 households. Median household income rose 26.5% from the 2015–2019 survey, before inflation.
How much do households in the Morehead City, NC area spend?
Households in the Morehead City area spend about $481.4M a year on rent and homeowner costs, $191.6M on groceries and $119.7M on food away from home. Set against the U.S., households in the Morehead City area spend the most on vehicle insurance (an index of 130, where 100 is the U.S. average) and the least on memberships, classes and admissions (74).
Which business types have the highest market scores in the Morehead City, NC area?
The highest Groundwork market scores in the Morehead City area are for funeral homes (91), insurance agencies (89) and pet grooming and boarding businesses (84). The Morehead City area ranks #3 of 365 scored small-town markets for funeral homes.
How does the Morehead City, NC area compare with the U.S.?
The median household income in the Morehead City area is $72,322 a year, 10% below the U.S. median of $80,734. The population rose 4.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $333,300, against $332,700 for the U.S. For its number of households, the Morehead City area has the most map listings, relative to the U.S., for landscaping and lawn care companies (96% above the U.S. rate) and the fewest for insurance agencies (44% 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. 51 of the 56 business types have a score in the Morehead City 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 Morehead City 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 Morehead City 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 Morehead City 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.