County profile · North Carolina
Rutherford County, NC market data
How Rutherford County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 65,745
- +2.1% since 2020
- Households
- 26,642
- Median household income
- $51,410
- +20.7% vs. 2015–2019, before inflation
- Median home value
- $201,800
- Jobs located here
- 19,241
- Highest market score
- 83
- Insurance agencies, #160 of 2,272 scored counties
A site report maps the competitors on map listings around any address in Rutherford County by name and distance, and the households and spending within reach. Or open the report at the center of Rutherford 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
Rutherford County has an estimated 65,745 people and 26,642 households. Between 2020 and 2025, the population of Rutherford County grew 2.1%, slower than the U.S. (+3.1%). Median household income in Rutherford County is $51,410, 36% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 20.7%, before inflation.
Relative to the U.S., household spending in Rutherford County runs highest on vehicle insurance (an index of 139, where 100 is the U.S. average) and lowest on memberships, classes and admissions (52).
Of the business types scored in Rutherford County, insurance agencies (83), gas stations (65) and pet grooming and boarding businesses (62) have the highest Groundwork market scores. For insurance agencies, that ranks #160 of 2,272 scored counties.
Rutherford County is part of the Forest City area. Against the U.S., map listings per household run highest for funeral homes (81% above the U.S. rate) and lowest for gyms and studios (52% below the U.S. rate).
All 56 business types in Rutherford County
Highest Groundwork market score first. Each score compares Rutherford 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 |
|---|---|---|---|---|---|---|---|
| Insurance agencies | 83 | #160 of 2,272 | 25 | 9.4 | $2.9M | 231 | 15 |
| Gas stations | 65 | #562 of 2,358 | 35 | 13.1 | $2.4M | 101 | 31 |
| Pet grooming and boarding | 62 | #420 of 1,461 | 7 | 2.6 | $2.8M | 108 | 4 |
| Gyms, studios and classes | 60 | #593 of 2,088 | 19 | 7.1 | $722K | 109 | 3 |
| Mortgage brokers and lenders | 55 | #327 of 887 | 6 | 2.3 | Index only | 150 | 3 |
| Clothing, shoes and laundry | 54 | #967 of 2,210 | 43 | 16.1 | $986K | 112 | 4 |
| Dentists and orthodontists | 53 | #817 of 1,886 | 18 | 6.8 | $1.4M | 143 | 15 |
| Clothing and shoe stores | 53 | #946 of 2,087 | 32 | 12.0 | $1.3M | 104 | 4 |
| Physical therapy | 51 | #687 of 1,422 | 9 | 3.4 | $2.8M | 117 | 8 |
| Gyms | 51 | #886 of 1,792 | 13 | 4.9 | $1.1M | 81 | 3 |
| Grocery stores | 50 | #1,022 of 2,070 | 18 | 6.8 | $8M | 86 | 8 |
| Collision repair and body shops | 49 | #688 of 1,327 | 13 | 4.9 | $2M | 63 | 3 |
| Martial arts and dance studios | 49 | #691 of 1,334 | 6 | 2.3 | $2.3M | 113 | Under 3 |
| Bakeries and dessert shops | 49 | #969 of 1,889 | 21 | 7.9 | $3.9M | 95 | 7 |
| Fast food and sandwich shops | 49 | #1,175 of 2,222 | 29 | 10.9 | $2.8M | 93 | 41 |
| Property management | 47 | #491 of 910 | 6 | 2.3 | Index only | 105 | 9 |
| Coffee shops and cafes | 45 | #1,218 of 2,063 | 27 | 10.1 | $3M | 82 | 7 |
| Barbershops | 44 | #848 of 1,356 | 9 | 3.4 | $2.2M | 118 | Under 3 |
| Funeral homes | 44 | #869 of 1,472 | 10 | 3.8 | $410K | 60 | 8 |
| Restaurants and cafes | 44 | #1,464 of 2,405 | 232 | 87.1 | $355K | 96 | 91 |
| Hair salons | 44 | #1,495 of 2,339 | 57 | 21.4 | $350K | 81 | 5 |
| Roofing and gutters | 43 | #736 of 1,177 | 8 | 3.0 | $8.1M | 96 | Under 3 |
| Veterinarians | 43 | #912 of 1,485 | 9 | 3.4 | $2.1M | 79 | 8 |
| Chiropractors | 43 | #933 of 1,490 | 13 | 4.9 | $1.9M | 81 | 6 |
| Pet businesses | 42 | #1,440 of 2,200 | 33 | 12.4 | $584K | 67 | 12 |
| Auto repair shops | 42 | #1,575 of 2,378 | 86 | 32.3 | $296K | 66 | 19 |
| Doctors, dentists and clinics | 42 | #1,595 of 2,394 | 158 | 59.3 | $160K | 105 | 45 |
| Primary care and pediatrics | 41 | #1,134 of 1,656 | 22 | 8.3 | $1.2M | 65 | 16 |
| Pizza | 40 | #1,445 of 2,090 | 25 | 9.4 | $3.3M | 65 | 41 |
| Real estate agents and brokers | 40 | #1,576 of 2,176 | 51 | 19.1 | Index only | 126 | 21 |
| Sit-down restaurants | 40 | #1,640 of 2,405 | 127 | 47.7 | $648K | 98 | 41 |
| Salons, barbers and spas | 40 | #1,747 of 2,385 | 109 | 40.9 | $183K | 86 | 11 |
| Nail salons | 39 | #964 of 1,328 | 11 | 4.1 | $1.8M | 109 | Under 3 |
| Car washes and detailing | 39 | #1,017 of 1,451 | 17 | 6.4 | $1.5M | 59 | 4 |
| Grocery and convenience stores | 39 | #1,638 of 2,402 | 62 | 23.3 | $2.3M | 68 | 17 |
| Auto repair and car care | 39 | #1,723 of 2,401 | 141 | 52.9 | $180K | 67 | 33 |
| Lawn, cleaning and pest control | 38 | #1,332 of 1,771 | 28 | 10.5 | $1.2M | 71 | 40 |
| Spas and skin care | 38 | #1,338 of 1,769 | 31 | 11.6 | $644K | 73 | 3 |
| Real estate | 38 | #1,732 of 2,229 | 65 | 24.4 | Index only | 125 | 37 |
| Child care and preschools | 37 | #1,163 of 1,611 | 12 | 4.5 | $703K | 70 | 15 |
| Pest control | 35 | #554 of 699 | 5 | 1.9 | $6.7M | 66 | 4 |
| Convenience stores | 35 | #1,646 of 2,261 | 32 | 12.0 | $4.5M | 57 | 9 |
| Tire shops | 34 | #1,176 of 1,530 | 18 | 6.8 | $1.4M | 56 | 6 |
| Landscaping and lawn care | 34 | #1,184 of 1,493 | 20 | 7.5 | $1.7M | 57 | 28 |
| HVAC and plumbing | 33 | #1,434 of 1,707 | 22 | 8.3 | $2.9M | 62 | 21 |
| Home repair trades | 33 | #1,762 of 2,057 | 38 | 14.3 | $1.7M | 70 | 42 |
| Electricians | 31 | #967 of 1,160 | 8 | 3.0 | $8.1M | 67 | 21 |
| Laundromats | 26 | #661 of 785 | 5 | 1.9 | $8.5M | 68 | Under 3 |
| Pet stores | 26 | #841 of 974 | 7 | 2.6 | $2.8M | 61 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 4 | 1.5 | $6.3M | 202 | Under 3 |
| House cleaning | Not scored | Not scored | 3 | 1.1 | $11.2M | 175 | 8 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.1 | $8.5M | 62 | 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.8 | Index only | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in Rutherford 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 | $25.4M | $954 | 100 |
| Gasoline and other fuels | $84.2M | $3,161 | 122 |
| Food away from home | $82.3M | $3,088 | 76 |
| Groceries | $143.4M | $5,381 | 85 |
| Personal care products and services | $20M | $749 | 75 |
| Child care and other personal services | $8.4M | $317 | 55 |
| Memberships, classes and admissions | $13.7M | $515 | 52 |
| Medical and dental services | $25.3M | $950 | 74 |
| Pets | $19.3M | $724 | 80 |
| Clothing, shoes and related services | $42.4M | $1,591 | 77 |
| Vehicle insurance | $72.7M | $2,727 | 139 |
| Home repairs, maintenance and insurance | $64.8M | $2,432 | 81 |
| Lawn care, cleaning and other household services | $33.6M | $1,261 | 89 |
| Rent and homeowner costs | $351.3M | $13,185 | 79 |
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 Rutherford County
- Population, 2025 estimate
- 65,745+2.1% since 2020
- Households
- 26,642
- Median age
- 44.8
- Homes lived in by their owners
- 74%
- Vehicles per household
- 2.1
- Land area
- 565 sq. mi.
- People per square mile
- 115
- Median household income
- $51,410+20.7% vs. 2015–2019, before inflation
- Average household income
- $72,230
- Median home value
- $201,800
- Jobs located here
- 19,241
- Daytime population
- 55,091Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Rutherford 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 Rutherford 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 North Carolina 8
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- Cleveland County, NC100,991 people
- McDowell County, NC44,817 people
- Burke County, NC87,795 people
- Henderson County, NC118,484 people
- Buncombe County, NC274,360 people
- Caldwell County, NC80,536 people
- Gaston County, NC234,881 people
Questions
How fast is Rutherford County, NC growing?
Population estimates put Rutherford County at 65,745 people in 2025, up 2.1% since 2020, slower than the U.S. (+3.1%). It has 26,642 households. Median household income rose 20.7% from the 2015–2019 survey, before inflation.
How much do households in Rutherford County, NC spend?
Households in Rutherford County spend about $351.3M a year on rent and homeowner costs, $143.4M on groceries and $84.2M on gasoline and other fuels. Set against the U.S., households in Rutherford County spend the most on vehicle insurance (an index of 139, where 100 is the U.S. average) and the least on memberships, classes and admissions (52).
Which business types have the highest market scores in Rutherford County, NC?
The highest Groundwork market scores in Rutherford County are for insurance agencies (83), gas stations (65) and pet grooming and boarding businesses (62). Rutherford County ranks #160 of 2,272 scored counties for insurance agencies.
How does Rutherford County, NC compare with the U.S.?
The median household income in Rutherford County is $51,410 a year, 36% below the U.S. median of $80,734. The population rose 2.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $201,800, against $332,700 for the U.S. For its number of households, Rutherford County has the most map listings, relative to the U.S., for funeral homes (81% above the U.S. rate) and the fewest for gyms and studios (52% 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. 49 of the 56 business types have a score in Rutherford 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 Rutherford 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.
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Screening a site or an acquisition in Rutherford 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 Rutherford 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.