Metro area profile · Texas
Waco, TX metro area market data
Population, household spending and competition for 56 business types in the Waco metro area, each scored against other metro areas.
- Population, 2025
- 308,807
- +4.2% since 2020
- Households
- 111,178
- Median household income
- $66,205
- Median home value
- $234,100
- Jobs located here
- 129,143
- Highest market score
- 77
- Landscaping and lawn care, #22 of 385 scored metro areas
A site report maps the competitors on map listings around any address in the Waco metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Waco metro 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
An estimated 308,807 people live in the Waco metro area, in 111,178 households. Population estimates put the population change in the Waco metro area from 2020 to 2025 at +4.2%, faster than the U.S. (+3.1%). The median household income in the Waco metro area is $66,205 a year, 18% below the U.S. median of $80,734.
Set against the U.S., households in the Waco metro area spend the most on vehicle insurance (an index of 128, where 100 is the U.S. average) and the least on memberships, classes and admissions (68).
The highest Groundwork market scores in the Waco metro area are for landscaping and lawn care companies (77); house cleaning businesses (76); and lawn care, cleaning and pest control companies (75). The Waco metro area ranks #22 of 385 scored metro areas for landscaping and lawn care companies.
The Waco metro area takes in 3 counties: McLennan County, Bosque County and Falls County. For its number of households, the Waco metro area has the most map listings, relative to the U.S., for urgent care and walk-in clinics (2.4 times the U.S. rate) and the fewest for yoga, Pilates and fitness studios (50% below the U.S. rate).
All 56 business types in the Waco metro area
Highest Groundwork market score first. Each score compares the Waco metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Landscaping and lawn care | 77 | #22 of 385 | 44 | 4.0 | $3.6M | 122 | 72 |
| House cleaning | 76 | #26 of 375 | 16 | 1.4 | $9.8M | 153 | 52 |
| Lawn, cleaning and pest control | 75 | #32 of 387 | 82 | 7.4 | $1.9M | 114 | 144 |
| Chiropractors | 65 | #80 of 386 | 36 | 3.2 | $3.3M | 137 | 22 |
| Pet grooming and boarding | 65 | #80 of 386 | 36 | 3.2 | $2.6M | 103 | 18 |
| Pet stores | 63 | #104 of 382 | 22 | 2.0 | $4.3M | 94 | 5 |
| Pet businesses | 61 | #110 of 387 | 117 | 10.5 | $804K | 92 | 50 |
| Physical therapy | 61 | #111 of 386 | 44 | 4.0 | $2.7M | 112 | 29 |
| Mortgage brokers and lenders | 56 | #136 of 373 | 29 | 2.6 | Index only | 143 | 20 |
| Optometrists and eye care | 55 | #146 of 386 | 39 | 3.5 | $3M | 97 | 12 |
| Electricians | 55 | #158 of 383 | 27 | 2.4 | $11.3M | 94 | 65 |
| Grocery stores | 55 | #163 of 387 | 64 | 5.8 | $10.1M | 109 | 41 |
| Yoga, Pilates and fitness studios | 54 | #126 of 347 | 13 | 1.2 | $5.7M | 142 | 36 |
| Doctors, dentists and clinics | 54 | #158 of 387 | 771 | 69.3 | $153K | 100 | 304 |
| Dentists and orthodontists | 54 | #160 of 387 | 108 | 9.7 | $1.1M | 111 | 88 |
| Spas and skin care | 53 | #161 of 387 | 108 | 9.7 | $876K | 100 | 14 |
| Primary care and pediatrics | 51 | #188 of 387 | 64 | 5.8 | $1.8M | 104 | 140 |
| Veterinarians | 51 | #194 of 384 | 42 | 3.8 | $2.2M | 82 | 27 |
| Home inspectors | 49 | #135 of 243 | 9 | 0.8 | Index only | 68 | 5 |
| Real estate | 49 | #193 of 387 | 367 | 33.0 | Index only | 102 | 198 |
| Child care and preschools | 49 | #199 of 387 | 55 | 4.9 | $852K | 85 | 60 |
| Oil change and quick lube | 48 | #162 of 290 | 9 | 0.8 | $11.2M | 82 | 9 |
| Insurance agencies | 48 | #200 of 387 | 245 | 22.0 | $1.1M | 90 | 129 |
| Real estate agents and brokers | 47 | #210 of 387 | 299 | 26.9 | Index only | 99 | 97 |
| Property management | 47 | #215 of 374 | 30 | 2.7 | Index only | 97 | 57 |
| Pizza | 45 | #232 of 387 | 73 | 6.6 | $5.4M | 107 | 262 |
| Barbershops | 45 | #247 of 387 | 54 | 4.9 | $1.8M | 93 | 6 |
| Salons, barbers and spas | 45 | #251 of 387 | 504 | 45.3 | $188K | 88 | 90 |
| Dry cleaners | 43 | #173 of 272 | 12 | 1.1 | $16.7M | 106 | 13 |
| Pest control | 43 | #224 of 345 | 22 | 2.0 | $7.1M | 70 | 20 |
| Car washes and detailing | 43 | #253 of 387 | 46 | 4.1 | $2.2M | 87 | 21 |
| Hair salons | 43 | #259 of 387 | 264 | 23.7 | $358K | 83 | 48 |
| Sit-down restaurants | 42 | #267 of 387 | 726 | 65.3 | $546K | 82 | 170 |
| Martial arts and dance studios | 41 | #276 of 387 | 42 | 3.8 | $1.8M | 88 | 29 |
| Gyms, studios and classes | 40 | #287 of 387 | 132 | 11.9 | $566K | 85 | 65 |
| Gas stations | 39 | #277 of 387 | 207 | 18.6 | $1.6M | 66 | 123 |
| Clothing and shoe stores | 38 | #281 of 387 | 209 | 18.8 | $957K | 75 | 88 |
| Nail salons | 38 | #318 of 387 | 68 | 6.1 | $1.4M | 83 | 21 |
| Laundromats | 36 | #266 of 364 | 18 | 1.6 | $11.1M | 89 | 10 |
| Clothing, shoes and laundry | 36 | #290 of 387 | 282 | 25.4 | $709K | 81 | 111 |
| Coffee shops and cafes | 36 | #308 of 387 | 114 | 10.3 | $3.5M | 94 | 88 |
| Gyms | 36 | #316 of 387 | 77 | 6.9 | $970K | 75 | 36 |
| Collision repair and body shops | 35 | #296 of 381 | 43 | 3.9 | $2.3M | 76 | 30 |
| Grocery and convenience stores | 34 | #305 of 387 | 262 | 23.6 | $2.5M | 73 | 81 |
| Auto repair shops | 34 | #313 of 387 | 291 | 26.2 | $346K | 78 | 121 |
| Home repair trades | 33 | #335 of 387 | 185 | 16.6 | $1.6M | 68 | 211 |
| Funeral homes | 32 | #300 of 377 | 38 | 3.4 | $413K | 61 | 19 |
| Roofing and gutters | 32 | #323 of 381 | 62 | 5.6 | $4.9M | 58 | 30 |
| Auto repair and car care | 32 | #324 of 387 | 470 | 42.3 | $215K | 80 | 185 |
| Restaurants and cafes | 31 | #331 of 387 | 1,303 | 117.2 | $304K | 82 | 524 |
| HVAC and plumbing | 30 | #347 of 387 | 96 | 8.6 | $3.2M | 67 | 116 |
| Convenience stores | 29 | #326 of 387 | 156 | 14.0 | $4.1M | 53 | 40 |
| Fast food and sandwich shops | 28 | #326 of 387 | 180 | 16.2 | $2.2M | 72 | 262 |
| Bakeries and dessert shops | 27 | #361 of 387 | 133 | 12.0 | $3M | 72 | 98 |
| Tire shops | 26 | #335 of 386 | 71 | 6.4 | $1.4M | 57 | 28 |
| Urgent care and walk-in clinics | 22 | #188 of 197 | 13 | 1.2 | $9.1M | 37 | 13 |
Household spending in the Waco metro 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 | $100.8M | $907 | 95 |
| Gasoline and other fuels | $324.8M | $2,922 | 113 |
| Food away from home | $396.7M | $3,568 | 88 |
| Groceries | $647.3M | $5,822 | 92 |
| Personal care products and services | $94.6M | $851 | 85 |
| Child care and other personal services | $46.8M | $421 | 73 |
| Memberships, classes and admissions | $74.7M | $672 | 68 |
| Medical and dental services | $118.1M | $1,062 | 82 |
| Pets | $94M | $846 | 93 |
| Clothing, shoes and related services | $200M | $1,799 | 88 |
| Vehicle insurance | $277.5M | $2,496 | 128 |
| Home repairs, maintenance and insurance | $304M | $2,734 | 91 |
| Lawn care, cleaning and other household services | $156.8M | $1,410 | 100 |
| Rent and homeowner costs | $1.6B | $14,526 | 87 |
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 Waco metro area
- Population, 2025 estimate
- 308,807+4.2% since 2020
- Households
- 111,178
- Median age
- 37.1
- Homes lived in by their owners
- 64%
- Vehicles per household
- 1.9
- Land area
- 2,785 sq. mi.
- People per square mile
- 108
- Median household income
- $66,205
- Average household income
- $91,997
- Median home value
- $234,100
- Jobs located here
- 129,143
- Daytime population
- 295,622Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Waco metro area?
These figures cover the whole metro area. 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 Waco metro 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 Waco metro area 3
- McLennan County, TX266,067 people
- Bosque County, TX18,687 people
- Falls County, TX17,291 people
Other markets based in Texas 12
- Dallas-Fort Worth-Arlington, TX metro area7,985,590 people
- Houston-Pasadena-The Woodlands, TX metro area7,442,788 people
- San Antonio-New Braunfels, TX metro area2,662,733 people
- Austin-Round Rock-San Marcos, TX metro area2,426,592 people
- McAllen-Edinburg-Mission, TX metro area891,977 people
- El Paso, TX metro area874,182 people
- Killeen-Temple, TX metro area494,360 people
- Corpus Christi, TX metro area448,012 people
- Brownsville-Harlingen, TX metro area426,120 people
- Beaumont-Port Arthur, TX metro area396,827 people
- Lubbock, TX metro area358,708 people
- Longview, TX metro area291,044 people
Questions
How fast is the Waco, TX metro area growing?
Population estimates put the Waco metro area at 308,807 people in 2025, up 4.2% since 2020, faster than the U.S. (+3.1%). It has 111,178 households.
How much do households in the Waco, TX metro area spend?
Households in the Waco metro area spend about $1.6B a year on rent and homeowner costs, $647.3M on groceries and $396.7M on food away from home. Relative to the U.S., household spending in the Waco metro area runs highest on vehicle insurance (an index of 128, where 100 is the U.S. average) and lowest on memberships, classes and admissions (68).
Which business types have the highest market scores in the Waco, TX metro area?
Of the business types scored in the Waco metro area, landscaping and lawn care companies (77); house cleaning businesses (76); and lawn care, cleaning and pest control companies (75) have the highest Groundwork market scores. For landscaping and lawn care companies, that ranks #22 of 385 scored metro areas.
How does the Waco, TX metro area compare with the U.S.?
Median household income in the Waco metro area is $66,205, 18% below the U.S. median of $80,734. The population rose 4.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $234,100, against $332,700 for the U.S. Against the U.S., map listings per household run highest for urgent care and walk-in clinics (2.4 times the U.S. rate) and lowest for yoga, Pilates and fitness studios (50% 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. All 56 business types have a score in the Waco metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Waco metro 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 Waco metro 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 Waco metro 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.