County profile · North Carolina
Watauga County, NC market data
How Watauga County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 54,786
- +0.6% since 2020
- Households
- 21,198
- Median household income
- $51,693
- +8.8% vs. 2015–2019, before inflation
- Median home value
- $358,900
- Jobs located here
- 24,062
- Highest market score
- 73
- Insurance agencies, #376 of 2,272 scored counties
A site report maps the competitors on map listings around any address in Watauga County by name and distance, and the households and spending within reach. Or open the report at the center of Watauga 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
Watauga County has an estimated 54,786 people and 21,198 households. Population estimates show Watauga County grew 0.6% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in Watauga County is $51,693, 36% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 8.8%, before inflation.
Relative to the U.S., household spending in Watauga County runs highest on vehicle insurance (an index of 130, where 100 is the U.S. average) and lowest on memberships, classes and admissions (61).
Of the business types scored in Watauga County, insurance agencies (73), gas stations (69) and child care centers and preschools (64) have the highest Groundwork market scores. For insurance agencies, that ranks #376 of 2,272 scored counties.
Watauga County is part of the Boone area. Against the U.S., map listings per household run highest for property management companies (2.4 times the U.S. rate) and lowest for insurance agencies (46% below the U.S. rate).
All 56 business types in Watauga County
Highest Groundwork market score first. Each score compares Watauga 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 | 73 | #376 of 2,272 | 18 | 8.5 | $3M | 238 | 16 |
| Gas stations | 69 | #423 of 2,358 | 17 | 8.0 | $3.7M | 156 | 21 |
| Child care and preschools | 64 | #425 of 1,611 | 8 | 3.8 | $1M | 104 | 5 |
| Auto repair shops | 58 | #799 of 2,378 | 35 | 16.5 | $556K | 125 | 19 |
| Convenience stores | 55 | #942 of 2,261 | 19 | 9.0 | $6.2M | 78 | 3 |
| Mortgage brokers and lenders | 51 | #413 of 887 | 5 | 2.4 | Index only | 149 | 3 |
| Lawn, cleaning and pest control | 50 | #840 of 1,771 | 13 | 6.1 | $2.2M | 129 | 57 |
| Pizza | 49 | #1,068 of 2,090 | 15 | 7.1 | $4.7M | 92 | 36 |
| Landscaping and lawn care | 46 | #812 of 1,493 | 9 | 4.2 | $3.1M | 107 | 43 |
| Auto repair and car care | 46 | #1,372 of 2,401 | 72 | 34.0 | $270K | 101 | 31 |
| Nail salons | 44 | #855 of 1,328 | 8 | 3.8 | $2.1M | 125 | Under 3 |
| Pet grooming and boarding | 42 | #906 of 1,461 | 7 | 3.3 | $2.4M | 93 | 7 |
| Roofing and gutters | 38 | #860 of 1,177 | 10 | 4.7 | $5.4M | 64 | 3 |
| Optometrists and eye care | 38 | #948 of 1,302 | 9 | 4.2 | $2.4M | 75 | 3 |
| HVAC and plumbing | 38 | #1,269 of 1,707 | 13 | 6.1 | $4.1M | 87 | 22 |
| Fast food and sandwich shops | 37 | #1,618 of 2,222 | 32 | 15.1 | $2.2M | 72 | 36 |
| Primary care and pediatrics | 36 | #1,250 of 1,656 | 13 | 6.1 | $1.6M | 92 | 31 |
| Gyms | 36 | #1,356 of 1,792 | 15 | 7.1 | $854K | 66 | 5 |
| Hair salons | 36 | #1,826 of 2,339 | 41 | 19.3 | $409K | 95 | 12 |
| Grocery and convenience stores | 35 | #1,782 of 2,402 | 48 | 22.6 | $2.4M | 72 | 17 |
| Car washes and detailing | 32 | #1,172 of 1,451 | 11 | 5.2 | $1.8M | 70 | 4 |
| Pet businesses | 31 | #1,840 of 2,200 | 28 | 13.2 | $594K | 68 | 19 |
| Salons, barbers and spas | 31 | #2,098 of 2,385 | 79 | 37.3 | $212K | 100 | 21 |
| Grocery stores | 29 | #1,669 of 2,070 | 17 | 8.0 | $6.9M | 74 | 14 |
| Yoga, Pilates and fitness studios | 28 | #719 of 777 | 9 | 4.2 | $1.4M | 35 | 5 |
| Home repair trades | 28 | #1,879 of 2,057 | 32 | 15.1 | $1.7M | 69 | 43 |
| Tire shops | 27 | #1,289 of 1,530 | 13 | 6.1 | $1.5M | 60 | 6 |
| Pet stores | 26 | #840 of 974 | 6 | 2.8 | $2.8M | 61 | Under 3 |
| Electricians | 23 | #1,071 of 1,160 | 9 | 4.2 | $6M | 50 | 18 |
| Physical therapy | 23 | #1,306 of 1,422 | 18 | 8.5 | $1.2M | 49 | 8 |
| Veterinarians | 23 | #1,330 of 1,485 | 11 | 5.2 | $1.5M | 56 | 12 |
| Dentists and orthodontists | 23 | #1,785 of 1,886 | 22 | 10.4 | $967K | 98 | 27 |
| Gyms, studios and classes | 23 | #1,937 of 2,088 | 37 | 17.5 | $346K | 52 | 11 |
| Martial arts and dance studios | 21 | #1,246 of 1,334 | 13 | 6.1 | $986K | 49 | 6 |
| Doctors, dentists and clinics | 18 | #2,320 of 2,394 | 228 | 107.6 | $93K | 61 | 80 |
| Chiropractors | 17 | #1,459 of 1,490 | 17 | 8.0 | $1.3M | 52 | 11 |
| Spas and skin care | 17 | #1,723 of 1,769 | 26 | 12.3 | $645K | 74 | 8 |
| Real estate agents and brokers | 17 | #2,174 of 2,176 | 98 | 46.2 | Index only | 54 | 77 |
| Real estate | 17 | #2,224 of 2,229 | 118 | 55.7 | Index only | 57 | 121 |
| Clothing and shoe stores | 16 | #2,014 of 2,087 | 62 | 29.2 | $583K | 46 | 47 |
| Coffee shops and cafes | 16 | #2,020 of 2,063 | 39 | 18.4 | $1.8M | 49 | 20 |
| Clothing, shoes and laundry | 16 | #2,150 of 2,210 | 80 | 37.7 | $452K | 51 | 47 |
| Restaurants and cafes | 16 | #2,362 of 2,405 | 308 | 145.3 | $228K | 62 | 141 |
| Sit-down restaurants | 16 | #2,368 of 2,405 | 165 | 77.8 | $426K | 64 | 85 |
| Bakeries and dessert shops | 15 | #1,858 of 1,889 | 33 | 15.6 | $2.1M | 51 | 24 |
| Property management | 11 | #907 of 910 | 15 | 7.1 | Index only | 35 | 26 |
| Collision repair and body shops | Not scored | Not scored | 4 | 1.9 | $4.9M | 158 | 4 |
| Dry cleaners | Not scored | Not scored | 4 | 1.9 | $9M | 58 | Under 3 |
| Barbershops | Not scored | Not scored | 3 | 1.4 | $5.6M | 296 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.4 | $6.5M | 47 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 1.4 | $9.4M | 92 | 3 |
| Funeral homes | Not scored | Not scored | 2 | 0.9 | $1.4M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.9 | $10.6M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.5 | $28.1M | Too few | 11 |
| Laundromats | Not scored | Not scored | 1 | 0.5 | $36.1M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Watauga 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 | $19.4M | $917 | 96 |
| Gasoline and other fuels | $63.4M | $2,990 | 115 |
| Food away from home | $70.3M | $3,317 | 82 |
| Groceries | $117.3M | $5,533 | 88 |
| Personal care products and services | $16.8M | $791 | 79 |
| Child care and other personal services | $8.3M | $392 | 68 |
| Memberships, classes and admissions | $12.8M | $605 | 61 |
| Medical and dental services | $21.3M | $1,004 | 78 |
| Pets | $16.6M | $785 | 86 |
| Clothing, shoes and related services | $36.1M | $1,705 | 83 |
| Vehicle insurance | $53.9M | $2,542 | 130 |
| Home repairs, maintenance and insurance | $53.9M | $2,544 | 84 |
| Lawn care, cleaning and other household services | $28.1M | $1,326 | 94 |
| Rent and homeowner costs | $291.1M | $13,733 | 82 |
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 Watauga County
- Population, 2025 estimate
- 54,786+0.6% since 2020
- Households
- 21,198
- Median age
- 35.8
- Homes lived in by their owners
- 62%
- Vehicles per household
- 1.9
- Land area
- 312 sq. mi.
- People per square mile
- 176
- Median household income
- $51,693+8.8% vs. 2015–2019, before inflation
- Average household income
- $83,665
- Median home value
- $358,900
- Jobs located here
- 24,062
- Daytime population
- 59,737Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Watauga 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 Watauga 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
- Avery County, NC17,680 people
- Ashe County, NC26,950 people
- Caldwell County, NC80,536 people
- Mitchell County, NC14,992 people
- Wilkes County, NC65,935 people
- Burke County, NC87,795 people
- Alexander County, NC36,412 people
- Alleghany County, NC11,174 people
Questions
How fast is Watauga County, NC growing?
Population estimates put Watauga County at 54,786 people in 2025, up 0.6% since 2020, slower than the U.S. (+3.1%). It has 21,198 households. Median household income rose 8.8% from the 2015–2019 survey, before inflation.
How much do households in Watauga County, NC spend?
Households in Watauga County spend about $291.1M a year on rent and homeowner costs, $117.3M on groceries and $70.3M on food away from home. Set against the U.S., households in Watauga County 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 (61).
Which business types have the highest market scores in Watauga County, NC?
The highest Groundwork market scores in Watauga County are for insurance agencies (73), gas stations (69) and child care centers and preschools (64). Watauga County ranks #376 of 2,272 scored counties for insurance agencies.
How does Watauga County, NC compare with the U.S.?
The median household income in Watauga County is $51,693 a year, 36% below the U.S. median of $80,734. The population rose 0.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $358,900, against $332,700 for the U.S. For its number of households, Watauga County has the most map listings, relative to the U.S., for property management companies (2.4 times the U.S. rate) and the fewest for insurance agencies (46% 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. 46 of the 56 business types have a score in Watauga 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 Watauga 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 Watauga 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 Watauga 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.