Beauty and personal care · Small-town market · Hawaii
Spas and skin care studios in the Kapaa, HI area
How the Kapaa, HI area compares with other small-town markets and the U.S. for spas and skin care studios: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 31 out of 100: Lower middle
Ranked #442 of 504 scored small-town markets
#2 of 2 scored small-town markets based in Hawaii
- Listings
- 49
- 0 chain locations (0%)
- Official establishments
- 10
- Businesses with payroll, 2023
- Household spending a year
- $26.3M
- On personal care products and services · $1,112 a household
- Spending per listing
- $536K
- 39% below the U.S.
- Listings per 10k households
- 20.7
- 80% above the U.S.
- Population, 2025
- 73,400
- +0.3% since 2020
See the spas and skin care studios around any address in the Kapaa area
The site report maps the spas and skin care studios 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 Kapaa 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 Kapaa area scores 31 (lower middle) on the Groundwork market score for spas and skin care studios, ranking #442 of 504 scored small-town markets and #2 of 2 scored small-town markets based in Hawaii. That puts it in the bottom quarter of small-town markets.
Map listings as of September 2026 show 49 spas and skin care studios in the Kapaa area. None of them are chain locations, against 10% across the U.S. Per 10,000 households, that is 20.7, 80% above the U.S. rate of 11.5.
At $1,112 per household (11% above the U.S. average), households in the Kapaa area spend about $26.3M a year on personal care products and services. That is about $536K of household spending for each studio on map listings, 39% below the U.S. figure of $876K. That spending covers all personal care products and services, which spas and skin care studios share with other businesses in the trade.
In 2023, official counts showed 10 businesses with payroll in the Kapaa area classed as other personal care services. That is one for every 2,363 households, against one for every 4,055 across the U.S. Between 2020 and 2025, the population of the Kapaa area grew 0.3%, slower than the U.S. (+3.1%).
How the Kapaa area compares
The same measures for Hawaii and the whole U.S. Spending per listing divides a year of household spending on all personal care products and services by the spas and skin care studios 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 | Kapaa area | Hawaii | U.S. |
|---|---|---|---|
| Listings per 10k households | 20.7 | 14.3 | 11.5 |
| Spending per listing | $536K | $800K | $876K |
| Households per official establishment | 2,363 | 3,097 | 4,055 |
| Official establishment growth, 2019–2023 | n/a | +38.3% | +29.8% |
| Population growth, 2020–2025 | +0.3% | −1.3% | +3.1% |
| Spending per household on personal care products and services | $1,112 | $1,143 | $1,005 |
| Median household income | $97,668 | $100,389 | $80,734 |
| Groundwork market score | 31 | 30 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 10
- Employees, 2023
- 84
- Annual payroll, 2023
- $3M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 490 chain locations
- Listings at the U.S. rate for this spending
- 30The 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 other personal care services in the Kapaa 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 Kapaa area
- Population, 2025 estimate
- 73,400+0.3% since 2020
- Households
- 23,632
- Median age
- 43.9
- Homes lived in by their owners
- 69%
- Vehicles per household
- 2.3
- Land area
- 620 sq. mi.
- People per square mile
- 119
- Median household income
- $97,668+16.9% vs. 2015–2019, before inflation
- Average household income
- $126,466
- Median home value
- $873,200
- Jobs located here
- 28,378
- Daytime population
- 63,469Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Kapaa 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 spas and skin care studios on map listings by name and distance.
Or open the report at the center of the Kapaa area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSpas and skin care across Hawaii
Every Hawaii market ranked →The highest-scoring small-town markets in Hawaii for spas and skin care studios, numbered among those based in Hawaii, with the Kapaa area marked.
Top small-town markets in Hawaii
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Hilo-Kailua, HI | 54 | 88 | 11.9 | $852K | +4.6% | #209 of 504 |
| 2Kapaa, HI | 31 | 49 | 20.7 | $536K | +0.3% | #442 of 504 |
Other business types in the Kapaa 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
- Salons, barbers and spas44
- Hair salons61
- Barbershops80
- Nail salons57
- Spas and skin care31
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many spas and skin care studios are in the Kapaa, HI area?
There are 49 spas and skin care studios on map listings in the Kapaa area as of September 2026. None of them are chain locations. The listings count spas, skin care, waxing, lash and tanning studios. Official counts show 10 businesses with payroll classed as other personal care services in 2023.
How much do households in the Kapaa, HI area spend on personal care products and services?
About $26.3M a year, or $1,112 per household. That is 11% above the U.S. average (an index of 111, where 100 is the U.S. average). Spread across the 49 spas and skin care studios on map listings, it comes to $536K per studio. The spending figure covers all personal care products and services, not only spas and skin care studios. It is estimated from the incomes of the 23,632 households in the Kapaa area and national spending patterns by income.
How does the Kapaa, HI area compare with the U.S. for spas and skin care studios?
The Kapaa area has 20.7 spas and skin care studios per 10,000 households, 80% above the U.S. rate of 11.5. Spending per studio is $536K, 39% below the U.S. figure of $876K. At the national ratio of spas and skin care studios to household spending, the Kapaa area would have about 30, against 49 on map listings. There is one business with payroll in the industry for every 2,363 households, against one for every 4,055 across the U.S.
How fast is the Kapaa, HI area growing?
Population estimates put the Kapaa area at 73,400 people in 2025, up 0.3% since 2020, slower than the U.S. (+3.1%). It has 23,632 households. Median household income in the Kapaa area is $97,668, 21% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 16.9%, 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 Kapaa area scores 31 for spas and skin care studios (lower middle), #442 of 504 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Kapaa area. It maps the spas and skin care studios 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 spas and skin care studios · All 56 business types in the Kapaa area
Screening a site or an acquisition in the Kapaa 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 Kapaa 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.