County profile · North Carolina
Wayne County, NC market data
Population, household spending and competition for 56 business types in Wayne County, each scored against other counties.
- Population, 2025
- 122,278
- +3.8% since 2020
- Households
- 47,507
- Median household income
- $59,733
- +34.5% vs. 2015–2019, before inflation
- Median home value
- $178,700
- Jobs located here
- 40,987
- Highest market score
- 79
- Pet grooming and boarding, #70 of 1,461 scored counties
A site report maps the competitors on map listings around any address in Wayne County by name and distance, and the households and spending within reach. Or open the report at the center of Wayne 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
An estimated 122,278 people live in Wayne County, in 47,507 households. Between 2020 and 2025, the population of Wayne County grew 3.8%, faster than the U.S. (+3.1%). The median household income in Wayne County is $59,733 a year, 26% below the U.S. median of $80,734. That rose 34.5% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Wayne County spend the most on vehicle insurance (an index of 136, where 100 is the U.S. average) and the least on memberships, classes and admissions (59).
The highest Groundwork market scores in Wayne County are for pet grooming and boarding businesses (79), pet businesses (78) and landscaping and lawn care companies (74). Wayne County ranks #70 of 1,461 scored counties for pet grooming and boarding businesses.
Wayne County is part of the Goldsboro metro area. For its number of households, Wayne County has the most map listings, relative to the U.S., for funeral homes (twice the U.S. rate) and the fewest for chiropractors (54% below the U.S. rate).
All 56 business types in Wayne County
Highest Groundwork market score first. Each score compares Wayne 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 |
|---|---|---|---|---|---|---|---|
| Pet grooming and boarding | 79 | #70 of 1,461 | 8 | 1.7 | $4.6M | 182 | 4 |
| Pet businesses | 78 | #106 of 2,200 | 33 | 6.9 | $1.1M | 128 | 12 |
| Landscaping and lawn care | 74 | #154 of 1,493 | 17 | 3.6 | $3.7M | 127 | 30 |
| Veterinarians | 73 | #217 of 1,485 | 12 | 2.5 | $3.1M | 114 | 8 |
| Lawn, cleaning and pest control | 72 | #193 of 1,771 | 27 | 5.7 | $2.3M | 140 | 56 |
| Roofing and gutters | 71 | #148 of 1,177 | 11 | 2.3 | $11.2M | 132 | 4 |
| Physical therapy | 70 | #221 of 1,422 | 14 | 2.9 | $3.4M | 141 | 5 |
| Chiropractors | 70 | #226 of 1,490 | 12 | 2.5 | $4M | 166 | 8 |
| House cleaning | 69 | #109 of 847 | 7 | 1.5 | $9M | 141 | 22 |
| Pet stores | 69 | #179 of 974 | 5 | 1.1 | $7.4M | 164 | Under 3 |
| Gas stations | 66 | #532 of 2,358 | 65 | 13.7 | $2.3M | 95 | 53 |
| Insurance agencies | 66 | #595 of 2,272 | 72 | 15.2 | $1.8M | 140 | 44 |
| HVAC and plumbing | 65 | #337 of 1,707 | 22 | 4.6 | $5.6M | 118 | 36 |
| Home repair trades | 63 | #451 of 2,057 | 45 | 9.5 | $2.7M | 113 | 67 |
| Bakeries and dessert shops | 62 | #478 of 1,889 | 33 | 6.9 | $4.8M | 115 | 14 |
| Coffee shops and cafes | 60 | #611 of 2,063 | 38 | 8.0 | $4.1M | 112 | 14 |
| Real estate agents and brokers | 59 | #612 of 2,176 | 86 | 18.1 | Index only | 140 | 20 |
| Primary care and pediatrics | 58 | #578 of 1,656 | 24 | 5.1 | $2M | 111 | 38 |
| Optometrists and eye care | 57 | #486 of 1,302 | 14 | 2.9 | $3.4M | 108 | 7 |
| Collision repair and body shops | 55 | #556 of 1,327 | 17 | 3.6 | $2.6M | 85 | 10 |
| Dentists and orthodontists | 55 | #755 of 1,886 | 37 | 7.8 | $1.3M | 131 | 27 |
| Sit-down restaurants | 55 | #952 of 2,405 | 205 | 43.2 | $768K | 116 | 75 |
| Doctors, dentists and clinics | 55 | #965 of 2,394 | 219 | 46.1 | $217K | 142 | 85 |
| Restaurants and cafes | 54 | #1,007 of 2,405 | 379 | 79.8 | $415K | 112 | 188 |
| Mortgage brokers and lenders | 53 | #391 of 887 | 18 | 3.8 | Index only | 94 | 3 |
| Electricians | 53 | #519 of 1,160 | 12 | 2.5 | $10.3M | 85 | 27 |
| Pizza | 52 | #935 of 2,090 | 30 | 6.3 | $5.2M | 103 | 97 |
| Real estate | 52 | #1,000 of 2,229 | 119 | 25.0 | Index only | 128 | 43 |
| Property management | 51 | #429 of 910 | 13 | 2.7 | Index only | 91 | 14 |
| Gyms, studios and classes | 49 | #1,123 of 2,088 | 50 | 10.5 | $552K | 83 | 12 |
| Spas and skin care | 48 | #970 of 1,769 | 46 | 9.7 | $825K | 94 | 6 |
| Car washes and detailing | 45 | #866 of 1,451 | 26 | 5.5 | $1.7M | 68 | 7 |
| Hair salons | 44 | #1,500 of 2,339 | 125 | 26.3 | $304K | 71 | 13 |
| Gyms | 43 | #1,168 of 1,792 | 30 | 6.3 | $920K | 71 | 12 |
| Clothing, shoes and laundry | 43 | #1,377 of 2,210 | 87 | 18.3 | $919K | 104 | 37 |
| Auto repair shops | 43 | #1,534 of 2,378 | 127 | 26.7 | $353K | 79 | 48 |
| Clothing and shoe stores | 42 | #1,336 of 2,087 | 69 | 14.5 | $1.2M | 91 | 33 |
| Child care and preschools | 41 | #1,065 of 1,611 | 22 | 4.6 | $769K | 77 | 33 |
| Grocery stores | 41 | #1,324 of 2,070 | 37 | 7.8 | $7.2M | 77 | 25 |
| Tire shops | 40 | #1,023 of 1,530 | 23 | 4.8 | $1.9M | 78 | 14 |
| Fast food and sandwich shops | 40 | #1,495 of 2,222 | 64 | 13.5 | $2.5M | 81 | 97 |
| Auto repair and car care | 40 | #1,680 of 2,401 | 211 | 44.4 | $212K | 79 | 74 |
| Dry cleaners | 38 | #372 of 507 | 7 | 1.5 | $11.4M | 73 | 4 |
| Funeral homes | 38 | #1,042 of 1,472 | 20 | 4.2 | $308K | 45 | 9 |
| Convenience stores | 36 | #1,617 of 2,261 | 64 | 13.5 | $4.2M | 53 | 22 |
| Grocery and convenience stores | 35 | #1,792 of 2,402 | 127 | 26.7 | $2.1M | 62 | 47 |
| Salons, barbers and spas | 35 | #1,971 of 2,385 | 239 | 50.3 | $159K | 75 | 33 |
| Nail salons | 33 | #1,090 of 1,328 | 32 | 6.7 | $1.2M | 71 | 11 |
| Martial arts and dance studios | 32 | #1,101 of 1,334 | 19 | 4.0 | $1.5M | 72 | Under 3 |
| Barbershops | 29 | #1,123 of 1,356 | 34 | 7.2 | $1.1M | 59 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 4 | 0.8 | $11.2M | 82 | 4 |
| Pest control | Not scored | Not scored | 3 | 0.6 | $21.1M | 206 | 4 |
| Home inspectors | Not scored | Not scored | 2 | 0.4 | Index only | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 0.4 | $40M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.2 | $27.6M | Too few | 12 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Wayne 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 | $44.8M | $943 | 98 |
| Gasoline and other fuels | $147M | $3,095 | 119 |
| Food away from home | $157.4M | $3,313 | 81 |
| Groceries | $266.4M | $5,608 | 89 |
| Personal care products and services | $38M | $799 | 80 |
| Child care and other personal services | $16.9M | $356 | 61 |
| Memberships, classes and admissions | $27.6M | $581 | 59 |
| Medical and dental services | $47.6M | $1,001 | 78 |
| Pets | $37.1M | $781 | 86 |
| Clothing, shoes and related services | $79.9M | $1,682 | 82 |
| Vehicle insurance | $126.4M | $2,661 | 136 |
| Home repairs, maintenance and insurance | $123.2M | $2,592 | 86 |
| Lawn care, cleaning and other household services | $63.3M | $1,332 | 94 |
| Rent and homeowner costs | $658.1M | $13,852 | 83 |
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 Wayne County
- Population, 2025 estimate
- 122,278+3.8% since 2020
- Households
- 47,507
- Median age
- 38.3
- Homes lived in by their owners
- 61%
- Vehicles per household
- 2.0
- Land area
- 554 sq. mi.
- People per square mile
- 214
- Median household income
- $59,733+34.5% vs. 2015–2019, before inflation
- Average household income
- $79,980
- Median home value
- $178,700
- Jobs located here
- 40,987
- Daytime population
- 111,023Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Wayne 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 Wayne 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
- Greene County, NC20,486 people
- Lenoir County, NC54,919 people
- Wilson County, NC79,290 people
- Johnston County, NC234,263 people
- Duplin County, NC49,335 people
- Sampson County, NC59,470 people
- Pitt County, NC177,193 people
- Nash County, NC96,216 people
Questions
How fast is Wayne County, NC growing?
Population estimates put Wayne County at 122,278 people in 2025, up 3.8% since 2020, faster than the U.S. (+3.1%). It has 47,507 households. Against the 2015–2019 survey, median household income rose 34.5%, before inflation.
How much do households in Wayne County, NC spend?
Households in Wayne County spend about $658.1M a year on rent and homeowner costs, $266.4M on groceries and $157.4M on food away from home. Relative to the U.S., household spending in Wayne County runs highest on vehicle insurance (an index of 136, where 100 is the U.S. average) and lowest on memberships, classes and admissions (59).
Which business types have the highest market scores in Wayne County, NC?
Of the business types scored in Wayne County, pet grooming and boarding businesses (79), pet businesses (78) and landscaping and lawn care companies (74) have the highest Groundwork market scores. For pet grooming and boarding businesses, that ranks #70 of 1,461 scored counties.
How does Wayne County, NC compare with the U.S.?
Median household income in Wayne County is $59,733, 26% below the U.S. median of $80,734. The population rose 3.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $178,700, against $332,700 for the U.S. Against the U.S., map listings per household run highest for funeral homes (twice the U.S. rate) and lowest for chiropractors (54% 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. 50 of the 56 business types have a score in Wayne 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 Wayne 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.
All markets in North Carolina · Every U.S. market · How we measure
Screening a site or an acquisition in Wayne 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 Wayne 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.