County profile · Utah
Wasatch County, UT market data
Population, household spending and competition for 56 business types in Wasatch County, each scored against other counties.
- Population, 2025
- 38,514
- +9.9% since 2020
- Households
- 12,880
- Median household income
- $117,608
- +38.1% vs. 2015–2019, before inflation
- Median home value
- $787,300
- Jobs located here
- 11,903
- Highest market score
- 95
- Gas stations, #4 of 2,358 scored counties
A site report maps the competitors on map listings around any address in Wasatch County by name and distance, and the households and spending within reach. Or open the report at the center of Wasatch 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 38,514 people live in Wasatch County, in 12,880 households. Population estimates put the population change in Wasatch County from 2020 to 2025 at +9.9%, faster than the U.S. (+3.1%). The median household income in Wasatch County is $117,608 a year, 46% above the U.S. median of $80,734. That rose 38.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Wasatch County spend the most on child care and other personal services (an index of 172, where 100 is the U.S. average) and the least on clothing, shoes and related services (110, still above the U.S.).
The highest Groundwork market scores in Wasatch County are for gas stations (95), auto repair shops (93) and convenience stores (93). Wasatch County ranks #4 of 2,358 scored counties for gas stations.
Wasatch County is part of the Heber area. For its number of households, Wasatch County has the most map listings, relative to the U.S., for pet grooming and boarding businesses (2.2 times the U.S. rate) and the fewest for clothing, shoe and laundry businesses (36% below the U.S. rate).
All 56 business types in Wasatch County
Highest Groundwork market score first. Each score compares Wasatch 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 |
|---|---|---|---|---|---|---|---|
| Gas stations | 95 | #4 of 2,358 | 9 | 7.0 | $4.8M | 200 | 7 |
| Auto repair shops | 93 | #11 of 2,378 | 22 | 17.1 | $809K | 182 | 9 |
| Convenience stores | 93 | #17 of 2,261 | 8 | 6.2 | $11.2M | 142 | Under 3 |
| Primary care and pediatrics | 83 | #55 of 1,656 | 5 | 3.9 | $4.1M | 228 | 16 |
| Auto repair and car care | 83 | #85 of 2,401 | 44 | 34.2 | $404K | 151 | 19 |
| Hair salons | 81 | #67 of 2,339 | 22 | 17.1 | $734K | 170 | 7 |
| Grocery and convenience stores | 81 | #162 of 2,402 | 20 | 15.5 | $4.5M | 132 | 9 |
| Child care and preschools | 80 | #81 of 1,611 | 9 | 7.0 | $1.4M | 142 | 8 |
| Clothing, shoes and laundry | 80 | #145 of 2,210 | 19 | 14.8 | $1.5M | 174 | 6 |
| Fast food and sandwich shops | 79 | #146 of 2,222 | 14 | 10.9 | $4.6M | 151 | 26 |
| Gyms | 77 | #98 of 1,792 | 10 | 7.8 | $2.1M | 160 | 5 |
| Pizza | 77 | #136 of 2,090 | 10 | 7.8 | $6.4M | 127 | 26 |
| Sit-down restaurants | 77 | #203 of 2,405 | 76 | 59.0 | $846K | 128 | 20 |
| Clothing and shoe stores | 76 | #223 of 2,087 | 16 | 12.4 | $1.8M | 143 | 6 |
| HVAC and plumbing | 73 | #150 of 1,707 | 7 | 5.4 | $6.5M | 136 | 16 |
| Restaurants and cafes | 73 | #322 of 2,405 | 140 | 108.7 | $459K | 124 | 55 |
| Barbershops | 70 | #247 of 1,356 | 9 | 7.0 | $1.8M | 95 | Under 3 |
| Pet businesses | 69 | #320 of 2,200 | 18 | 14.0 | $906K | 103 | 10 |
| Optometrists and eye care | 67 | #266 of 1,302 | 6 | 4.7 | $3.4M | 108 | 3 |
| Physical therapy | 66 | #305 of 1,422 | 7 | 5.4 | $2.9M | 121 | 7 |
| Home repair trades | 65 | #362 of 2,057 | 16 | 12.4 | $2.8M | 117 | 42 |
| Coffee shops and cafes | 65 | #444 of 2,063 | 15 | 11.6 | $4.3M | 116 | 9 |
| Salons, barbers and spas | 65 | #471 of 2,385 | 56 | 43.5 | $288K | 135 | 18 |
| Car washes and detailing | 62 | #426 of 1,451 | 10 | 7.8 | $1.8M | 71 | Under 3 |
| Gyms, studios and classes | 62 | #530 of 2,088 | 29 | 22.5 | $720K | 109 | 16 |
| Chiropractors | 61 | #446 of 1,490 | 11 | 8.5 | $1.8M | 77 | 4 |
| Yoga, Pilates and fitness studios | 60 | #211 of 777 | 6 | 4.7 | $3.5M | 86 | 5 |
| Doctors, dentists and clinics | 55 | #983 of 2,394 | 119 | 92.4 | $171K | 112 | 46 |
| Dentists and orthodontists | 54 | #804 of 1,886 | 19 | 14.8 | $1.1M | 109 | 16 |
| Electricians | 53 | #521 of 1,160 | 5 | 3.9 | $9.1M | 76 | 22 |
| Insurance agencies | 52 | #1,047 of 2,272 | 21 | 16.3 | $1.4M | 114 | 17 |
| Pet grooming and boarding | 51 | #722 of 1,461 | 10 | 7.8 | $1.6M | 64 | 7 |
| Martial arts and dance studios | 50 | #682 of 1,334 | 13 | 10.1 | $1.6M | 80 | 11 |
| Landscaping and lawn care | 50 | #714 of 1,493 | 10 | 7.8 | $2.1M | 71 | 40 |
| Mortgage brokers and lenders | 49 | #463 of 887 | 8 | 6.2 | Index only | 88 | 10 |
| Spas and skin care | 49 | #933 of 1,769 | 20 | 15.5 | $807K | 92 | 5 |
| Bakeries and dessert shops | 47 | #1,057 of 1,889 | 27 | 21.0 | $2.4M | 57 | 9 |
| Real estate agents and brokers | 44 | #1,392 of 2,176 | 58 | 45.0 | Index only | 87 | 53 |
| Real estate | 43 | #1,487 of 2,229 | 73 | 56.7 | Index only | 87 | 101 |
| Lawn, cleaning and pest control | 39 | #1,306 of 1,771 | 22 | 17.1 | $949K | 57 | 72 |
| House cleaning | 36 | #672 of 847 | 9 | 7.0 | $2.3M | 36 | 26 |
| Grocery stores | Not scored | Not scored | 4 | 3.1 | $22.4M | 241 | 7 |
| Home inspectors | Not scored | Not scored | 4 | 3.1 | Index only | 26 | 4 |
| Nail salons | Not scored | Not scored | 4 | 3.1 | $4M | 241 | 3 |
| Pet stores | Not scored | Not scored | 4 | 3.1 | $4.1M | 90 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 4 | 3.1 | $11.4M | 134 | 4 |
| Collision repair and body shops | Not scored | Not scored | 3 | 2.3 | $5.9M | 192 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 2.3 | $7M | 68 | 6 |
| Property management | Not scored | Not scored | 3 | 2.3 | Index only | 166 | 19 |
| Veterinarians | Not scored | Not scored | 3 | 2.3 | $5.4M | 200 | 3 |
| Funeral homes | Not scored | Not scored | 2 | 1.6 | $723K | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 1.6 | $14.6M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.6 | $8.9M | Too few | Under 3 |
| Tire shops | Not scored | Not scored | 2 | 1.6 | $8.9M | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Wasatch 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 | $17.8M | $1,381 | 144 |
| Gasoline and other fuels | $42.8M | $3,325 | 128 |
| Food away from home | $64.3M | $4,994 | 123 |
| Groceries | $89.8M | $6,969 | 110 |
| Personal care products and services | $16.1M | $1,253 | 125 |
| Child care and other personal services | $12.8M | $997 | 172 |
| Memberships, classes and admissions | $20.9M | $1,620 | 165 |
| Medical and dental services | $20.3M | $1,579 | 123 |
| Pets | $16.3M | $1,266 | 139 |
| Clothing, shoes and related services | $29.1M | $2,261 | 110 |
| Vehicle insurance | $30M | $2,326 | 119 |
| Home repairs, maintenance and insurance | $45.4M | $3,529 | 117 |
| Lawn care, cleaning and other household services | $20.9M | $1,620 | 115 |
| Rent and homeowner costs | $275.9M | $21,423 | 129 |
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 Wasatch County
- Population, 2025 estimate
- 38,514+9.9% since 2020
- Households
- 12,880
- Median age
- 36.5
- Homes lived in by their owners
- 80%
- Vehicles per household
- 2.4
- Land area
- 1,177 sq. mi.
- People per square mile
- 31
- Median household income
- $117,608+38.1% vs. 2015–2019, before inflation
- Average household income
- $167,205
- Median home value
- $787,300
- Jobs located here
- 11,903
- Daytime population
- 27,619Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Wasatch 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 Wasatch County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
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Questions
How fast is Wasatch County, UT growing?
Population estimates put Wasatch County at 38,514 people in 2025, up 9.9% since 2020, faster than the U.S. (+3.1%). It has 12,880 households. Against the 2015–2019 survey, median household income rose 38.1%, before inflation.
How much do households in Wasatch County, UT spend?
Households in Wasatch County spend about $275.9M a year on rent and homeowner costs, $89.8M on groceries and $64.3M on food away from home. Relative to the U.S., household spending in Wasatch County runs highest on child care and other personal services (an index of 172, where 100 is the U.S. average) and lowest on clothing, shoes and related services (110, still above the U.S.).
Which business types have the highest market scores in Wasatch County, UT?
Of the business types scored in Wasatch County, gas stations (95), auto repair shops (93) and convenience stores (93) have the highest Groundwork market scores. For gas stations, that ranks #4 of 2,358 scored counties.
How does Wasatch County, UT compare with the U.S.?
Median household income in Wasatch County is $117,608, 46% above the U.S. median of $80,734. The population rose 9.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $787,300, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (2.2 times the U.S. rate) and lowest for clothing, shoe and laundry businesses (36% 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. 41 of the 56 business types have a score in Wasatch 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 Wasatch 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.
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Screening a site or an acquisition in Wasatch 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 Wasatch 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.