Small-town market profile · Ohio
Norwalk, OH area market data
How the Norwalk area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 58,250
- −0.4% since 2020
- Households
- 23,490
- Median household income
- $67,878
- +29.1% vs. 2015–2019, before inflation
- Median home value
- $166,000
- Jobs located here
- 21,670
- Highest market score
- 76
- Physical therapy, #31 of 400 scored small-town markets
A site report maps the competitors on map listings around any address in the Norwalk area by name and distance, and the households and spending within reach. Or open the report at the center of the Norwalk 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 Norwalk area has an estimated 58,250 people and 23,490 households. Population estimates show the Norwalk area declined 0.4% from 2020 to 2025, against +3.1% for the U.S. Median household income in the Norwalk area is $67,878, 16% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.1%, before inflation.
Relative to the U.S., household spending in the Norwalk area runs highest on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and lowest on child care and other personal services (58).
Of the business types scored in the Norwalk area, physical therapy clinics (76), optometrists and eye clinics (75) and chiropractors (72) have the highest Groundwork market scores. For physical therapy clinics, that ranks #31 of 400 scored small-town markets.
The Norwalk area is made up of one county, Huron County. Against the U.S., map listings per household run highest for convenience stores (54% above the U.S. rate) and lowest for real estate businesses (64% below the U.S. rate).
All 56 business types in the Norwalk area
Highest Groundwork market score first. Each score compares the Norwalk 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 |
|---|---|---|---|---|---|---|---|
| Physical therapy | 76 | #31 of 400 | 6 | 2.6 | $5.1M | 214 | Under 3 |
| Optometrists and eye care | 75 | #31 of 400 | 5 | 2.1 | $6.2M | 197 | 4 |
| Chiropractors | 72 | #36 of 426 | 9 | 3.8 | $3.4M | 143 | 5 |
| Clothing and shoe stores | 72 | #80 of 536 | 17 | 7.2 | $2.5M | 196 | 6 |
| Spas and skin care | 71 | #54 of 504 | 11 | 4.7 | $2M | 223 | 3 |
| Sit-down restaurants | 71 | #66 of 538 | 93 | 39.6 | $899K | 135 | 32 |
| Car washes and detailing | 70 | #72 of 441 | 9 | 3.8 | $2.9M | 115 | 3 |
| Coffee shops and cafes | 69 | #63 of 529 | 15 | 6.4 | $5.6M | 150 | 8 |
| Clothing, shoes and laundry | 69 | #100 of 536 | 24 | 10.2 | $1.8M | 201 | 9 |
| Barbershops | 68 | #79 of 377 | 7 | 3.0 | $3.1M | 163 | Under 3 |
| Doctors, dentists and clinics | 67 | #118 of 538 | 145 | 61.7 | $213K | 140 | 43 |
| Electricians | 66 | #47 of 295 | 5 | 2.1 | $11.8M | 98 | 7 |
| Pet grooming and boarding | 66 | #71 of 387 | 5 | 2.1 | $3.6M | 141 | Under 3 |
| Restaurants and cafes | 65 | #123 of 538 | 198 | 84.3 | $422K | 114 | 88 |
| Child care and preschools | 64 | #115 of 454 | 5 | 2.1 | $1.6M | 158 | 10 |
| Dentists and orthodontists | 64 | #128 of 526 | 18 | 7.7 | $1.7M | 174 | 15 |
| Martial arts and dance studios | 62 | #102 of 378 | 7 | 3.0 | $2.5M | 124 | Under 3 |
| Collision repair and body shops | 61 | #111 of 387 | 10 | 4.3 | $2.6M | 84 | 4 |
| Tire shops | 61 | #138 of 431 | 10 | 4.3 | $2.6M | 104 | Under 3 |
| Auto repair and car care | 58 | #198 of 538 | 103 | 43.8 | $252K | 94 | 33 |
| Salons, barbers and spas | 57 | #174 of 538 | 66 | 28.1 | $326K | 153 | 21 |
| Home repair trades | 56 | #190 of 526 | 25 | 10.6 | $2.4M | 97 | 27 |
| Grocery stores | 56 | #211 of 506 | 19 | 8.1 | $7.1M | 77 | 6 |
| Pet stores | 54 | #93 of 220 | 5 | 2.1 | $3.6M | 79 | Under 3 |
| Gas stations | 53 | #236 of 536 | 36 | 15.3 | $1.9M | 78 | 27 |
| Real estate | 52 | #236 of 536 | 33 | 14.0 | Index only | 216 | 25 |
| Bakeries and dessert shops | 52 | #237 of 507 | 22 | 9.4 | $3.8M | 92 | 8 |
| Gyms, studios and classes | 52 | #248 of 535 | 27 | 11.5 | $650K | 98 | Under 3 |
| Pet businesses | 51 | #266 of 527 | 23 | 9.8 | $778K | 89 | 13 |
| Hair salons | 50 | #274 of 538 | 44 | 18.7 | $489K | 114 | 16 |
| Funeral homes | 49 | #186 of 365 | 9 | 3.8 | $366K | 54 | 4 |
| Primary care and pediatrics | 49 | #247 of 458 | 26 | 11.1 | $1.2M | 67 | 19 |
| HVAC and plumbing | 49 | #251 of 476 | 16 | 6.8 | $3.7M | 77 | 14 |
| Insurance agencies | 48 | #279 of 537 | 29 | 12.3 | $1.4M | 113 | 19 |
| Real estate agents and brokers | 48 | #283 of 533 | 30 | 12.8 | Index only | 189 | 16 |
| Fast food and sandwich shops | 48 | #291 of 537 | 31 | 13.2 | $2.7M | 88 | 48 |
| Grocery and convenience stores | 48 | #304 of 538 | 60 | 25.5 | $2.3M | 67 | 13 |
| Auto repair shops | 45 | #334 of 538 | 69 | 29.4 | $377K | 85 | 29 |
| Gyms | 44 | #322 of 506 | 18 | 7.7 | $975K | 75 | Under 3 |
| Convenience stores | 44 | #339 of 529 | 29 | 12.3 | $4.7M | 59 | 7 |
| Veterinarians | 41 | #256 of 398 | 8 | 3.4 | $2.2M | 82 | 13 |
| Lawn, cleaning and pest control | 37 | #362 of 481 | 21 | 8.9 | $1.3M | 76 | 23 |
| Pizza | 34 | #418 of 520 | 28 | 11.9 | $3M | 59 | 48 |
| Landscaping and lawn care | 33 | #325 of 399 | 14 | 6.0 | $1.9M | 65 | 20 |
| House cleaning | 30 | #123 of 142 | 6 | 2.6 | $4.5M | 70 | Under 3 |
| Laundromats | Not scored | Not scored | 4 | 1.7 | $10.6M | 85 | 3 |
| Roofing and gutters | Not scored | Not scored | 4 | 1.7 | $14.7M | 174 | 6 |
| Nail salons | Not scored | Not scored | 2 | 0.9 | $10.8M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.9 | $15.4M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 0.9 | $8.8M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.4 | Index only | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.4 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.4 | $26M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.4 | $26.8M | Too few | 3 |
| Property management | Not scored | Not scored | 1 | 0.4 | Index only | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Norwalk 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 | $26M | $1,106 | 115 |
| Gasoline and other fuels | $67.2M | $2,862 | 110 |
| Food away from home | $83.6M | $3,558 | 87 |
| Groceries | $135.3M | $5,759 | 91 |
| Personal care products and services | $21.5M | $915 | 91 |
| Child care and other personal services | $7.9M | $336 | 58 |
| Memberships, classes and admissions | $17.6M | $747 | 76 |
| Medical and dental services | $30.9M | $1,314 | 102 |
| Pets | $17.9M | $762 | 84 |
| Clothing, shoes and related services | $42.4M | $1,806 | 88 |
| Vehicle insurance | $41M | $1,745 | 89 |
| Home repairs, maintenance and insurance | $58.9M | $2,509 | 83 |
| Lawn care, cleaning and other household services | $26.8M | $1,140 | 81 |
| Rent and homeowner costs | $309.5M | $13,175 | 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 the Norwalk area
- Population, 2025 estimate
- 58,250−0.4% since 2020
- Households
- 23,490
- Median age
- 40.8
- Homes lived in by their owners
- 74%
- Vehicles per household
- 2.0
- Land area
- 492 sq. mi.
- People per square mile
- 118
- Median household income
- $67,878+29.1% vs. 2015–2019, before inflation
- Average household income
- $81,729
- Median home value
- $166,000
- Jobs located here
- 21,670
- Daytime population
- 52,948Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Norwalk 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 Norwalk 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 Norwalk area 1
- Huron County, OH58,319 people
Other markets based in Ohio 12
- Cincinnati, OH-KY-IN metro area2,270,706 people
- Columbus, OH metro area2,175,788 people
- Cleveland, OH metro area2,171,526 people
- Dayton-Kettering-Beavercreek, OH metro area816,080 people
- Akron, OH metro area699,820 people
- Toledo, OH metro area602,322 people
- Youngstown-Warren, OH metro area427,420 people
- Canton-Massillon, OH metro area400,372 people
- Springfield, OH metro area135,158 people
- Mansfield, OH metro area125,099 people
- Sandusky, OH metro area114,575 people
- Lima, OH metro area101,348 people
Questions
How fast is the Norwalk, OH area growing?
Population estimates put the Norwalk area at 58,250 people in 2025, down 0.4% since 2020, against +3.1% for the U.S. It has 23,490 households. Median household income rose 29.1% from the 2015–2019 survey, before inflation.
How much do households in the Norwalk, OH area spend?
Households in the Norwalk area spend about $309.5M a year on rent and homeowner costs, $135.3M on groceries and $83.6M on food away from home. Set against the U.S., households in the Norwalk area spend the most on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and the least on child care and other personal services (58).
Which business types have the highest market scores in the Norwalk, OH area?
The highest Groundwork market scores in the Norwalk area are for physical therapy clinics (76), optometrists and eye clinics (75) and chiropractors (72). The Norwalk area ranks #31 of 400 scored small-town markets for physical therapy clinics.
How does the Norwalk, OH area compare with the U.S.?
The median household income in the Norwalk area is $67,878 a year, 16% below the U.S. median of $80,734. The population fell 0.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $166,000, against $332,700 for the U.S. For its number of households, the Norwalk area has the most map listings, relative to the U.S., for convenience stores (54% above the U.S. rate) and the fewest for real estate businesses (64% 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. 45 of the 56 business types have a score in the Norwalk 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 Norwalk 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.
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Screening a site or an acquisition in the Norwalk 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 Norwalk 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.