Pets · Small-town market · Nebraska
Pet businesses in the Norfolk, NE area
Competitor counts, household spending and official business counts for pet businesses in the Norfolk, NE area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 59 out of 100: Upper middle
Ranked #151 of 527 scored small-town markets
#2 of 9 scored small-town markets based in Nebraska
- Listings
- 18
- 2 chain locations (11%)
- Official establishments
- 11
- Businesses with payroll, 2023
- Household spending a year
- $15.3M
- On pets · $781 a household
- Spending per listing
- $851K
- 3% below the U.S.
- Listings per 10k households
- 9.2
- 12% below the U.S.
- Population, 2025
- 49,228
- +1.1% since 2020
See the pet businesses around any address in the Norfolk area
The site report maps the pet businesses on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Norfolk 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
At $781 per household (14% below the U.S. average), households in the Norfolk area spend about $15.3M a year on pets. That is about $851K of household spending for each business on map listings, 3% below the U.S. figure of $878K.
There are 18 pet businesses on map listings in the Norfolk area as of September 2026. Chain locations make up 11% of them, against 17% across the U.S. Per 10,000 households, that is 9.2, 12% below the U.S. rate of 10.4.
The official count of businesses with payroll classed as pet care, veterinarians and pet stores in the Norfolk area was 11 in 2023. That is one for every 1,783 households, against one for every 1,852 across the U.S. Official counts list 10 one-person businesses without payroll.
Between 2020 and 2025, the population of the Norfolk area grew 1.1%, slower than the U.S. (+3.1%). The Norfolk area scores 59 (upper middle) on the Groundwork market score for pet businesses, ranking #151 of 527 scored small-town markets and #2 of 9 scored small-town markets based in Nebraska.
How the Norfolk area compares
The same measures for Nebraska and the whole U.S. Spending per listing divides a year of household spending on all pets by the pet businesses counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Norfolk area | Nebraska | U.S. |
|---|---|---|---|
| Listings per 10k households | 9.2 | 11.8 | 10.4 |
| Spending per listing | $851K | $727K | $878K |
| Households per official establishment | 1,783 | 1,577 | 1,852 |
| Official establishment growth, 2019–2023 | n/a | +9.1% | +11.4% |
| Population growth, 2020–2025 | +1.1% | +2.8% | +3.1% |
| Spending per household on pets | $781 | $858 | $909 |
| Median household income | $65,968 | $76,475 | $80,734 |
| Groundwork market score | 59 | 36 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 11
- Employees, 2023
- 84
- Annual payroll, 2023
- $2.8M
- One-person businesses, 2023
- 10Businesses with no payroll
- Map listings, September 2026
- 182 chain locations
- Listings at the U.S. rate for this spending
- 17The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as pet care, veterinarians and pet stores in the Norfolk area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Norfolk area
- Population, 2025 estimate
- 49,228+1.1% since 2020
- Households
- 19,617
- Median age
- 38.9
- Homes lived in by their owners
- 69%
- Vehicles per household
- 2.1
- Land area
- 1,574 sq. mi.
- People per square mile
- 31
- Median household income
- $65,968+18.2% vs. 2015–2019, before inflation
- Average household income
- $88,357
- Median home value
- $204,700
- Jobs located here
- 24,757
- Daytime population
- 48,024Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Norfolk 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 pet businesses on map listings by name and distance.
Or open the report at the center of the Norfolk area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardPet businesses across Nebraska
Every Nebraska market ranked →The highest-scoring small-town markets in Nebraska for pet businesses, numbered among those based in Nebraska, with the Norfolk area marked.
Top small-town markets in Nebraska
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Columbus, NE | 64 | 18 | 10.4 | $784K | +3.8% | #104 of 527 |
| 2Norfolk, NE | 59 | 18 | 9.2 | $851K | +1.1% | #151 of 527 |
| 3Fremont, NE | 58 | 19 | 12.5 | $638K | +2.6% | #164 of 527 |
| 4Hastings, NE | 55 | 18 | 10.6 | $758K | −0.2% | #207 of 527 |
| 5Lexington, NE | 53 | 10 | 10.0 | $801K | +1.1% | #232 of 527 |
| 6Kearney, NE | 41 | 38 | 16.7 | $502K | +1.9% | #380 of 527 |
| 7Beatrice, NE | 39 | 15 | 16.1 | $480K | +0.2% | #393 of 527 |
| 8Scottsbluff, NE | 34 | 22 | 14.3 | $522K | −1.2% | #435 of 527 |
| 9North Platte, NE | 18 | 26 | 17.1 | $444K | −3.6% | #515 of 527 |
Other business types in the Norfolk area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
Fitness and classes
Health care
Pets
- Pet businesses59
- Veterinarians52
- Pet grooming and boarding
- Pet stores
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many pet businesses are in the Norfolk, NE area?
As of September 2026, map listings count 18 pet businesses in the Norfolk area. 2 of them (11%) are chain locations. The listings count vets, groomers, boarding and pet stores. Official counts show 11 businesses with payroll classed as pet care, veterinarians and pet stores in 2023. Official counts also show 10 one-person businesses without payroll.
How much do households in the Norfolk, NE area spend on pets?
About $15.3M a year, or $781 per household. That is 14% below the U.S. average (an index of 86, where 100 is the U.S. average). Spread across the 18 pet businesses on map listings, it comes to $851K per business. It is estimated from the incomes of the 19,617 households in the Norfolk area and national spending patterns by income.
How does the Norfolk, NE area compare with the U.S. for pet businesses?
The Norfolk area has 9.2 pet businesses per 10,000 households, 12% below the U.S. rate of 10.4. Spending per business is $851K, 3% below the U.S. figure of $878K. At the U.S. ratio of pet businesses to household spending, the Norfolk area would have about 17, against 18 on map listings. There is one business with payroll in the industry for every 1,783 households, against one for every 1,852 across the U.S.
How fast is the Norfolk, NE area growing?
Population estimates put the Norfolk area at 49,228 people in 2025, up 1.1% since 2020, slower than the U.S. (+3.1%). It has 19,617 households. Median household income in the Norfolk area is $65,968, 18% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 18.2%, before inflation.
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. The Norfolk area scores 59 for pet businesses (upper middle), #151 of 527 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Norfolk area. It maps the pet businesses 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.
How the score works · Top markets for pet businesses · All 56 business types in the Norfolk area
Screening a site or an acquisition in the Norfolk 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 Norfolk 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.