County profile · Virginia
New Kent County, VA market data
How New Kent County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 28,022
- +21.2% since 2020
- Households
- 9,263
- Median household income
- $123,314
- +40.3% vs. 2015–2019, before inflation
- Median home value
- $393,600
- Jobs located here
- 5,543
- Highest market score
- 98
- Pizza, #1 of 2,090 scored counties
A site report maps the competitors on map listings around any address in New Kent County by name and distance, and the households and spending within reach. Or open the report at the center of New Kent 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
New Kent County has an estimated 28,022 people and 9,263 households. Population estimates put the population change in New Kent County from 2020 to 2025 at +21.2%, faster than the U.S. (+3.1%). Median household income in New Kent County is $123,314, 53% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 40.3%, before inflation.
Relative to the U.S., household spending in New Kent County runs highest on vehicle insurance (an index of 170, where 100 is the U.S. average) and lowest on medical and dental services (106, still above the U.S.).
Of the business types scored in New Kent County, pizza places (98), fast food and sandwich shops (95) and spas and skin care studios (94) have the highest Groundwork market scores. For pizza places, that ranks #1 of 2,090 scored counties.
New Kent County is part of the Richmond metro area. Against the U.S., map listings per household run highest for gas stations (2.1 times the U.S. rate) and lowest for medical and dental practices (76% below the U.S. rate).
All 56 business types in New Kent County
Highest Groundwork market score first. Each score compares New Kent 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 |
|---|---|---|---|---|---|---|---|
| Pizza | 98 | #1 of 2,090 | 5 | 5.4 | $8.9M | 176 | 8 |
| Fast food and sandwich shops | 95 | #4 of 2,222 | 10 | 10.8 | $4.5M | 146 | 8 |
| Spas and skin care | 94 | #1 of 1,769 | 5 | 5.4 | $2.1M | 236 | Under 3 |
| Bakeries and dessert shops | 94 | #3 of 1,889 | 5 | 5.4 | $8.9M | 215 | 3 |
| Coffee shops and cafes | 94 | #5 of 2,063 | 5 | 5.4 | $8.9M | 241 | 3 |
| Doctors, dentists and clinics | 93 | #3 of 2,394 | 19 | 20.5 | $666K | 437 | 9 |
| Restaurants and cafes | 92 | #12 of 2,405 | 57 | 61.5 | $783K | 211 | 30 |
| Gyms | 90 | #16 of 1,792 | 6 | 6.5 | $1.6M | 126 | Under 3 |
| Salons, barbers and spas | 85 | #37 of 2,385 | 24 | 25.9 | $430K | 202 | 6 |
| Hair salons | 85 | #40 of 2,339 | 15 | 16.2 | $689K | 160 | 4 |
| Dentists and orthodontists | 84 | #34 of 1,886 | 8 | 8.6 | $1.6M | 161 | 4 |
| Grocery stores | 84 | #126 of 2,070 | 6 | 6.5 | $10.8M | 116 | 3 |
| Gyms, studios and classes | 83 | #43 of 2,088 | 13 | 14.0 | $756K | 114 | Under 3 |
| Auto repair and car care | 83 | #74 of 2,401 | 20 | 21.6 | $592K | 220 | 15 |
| Pet businesses | 82 | #51 of 2,200 | 10 | 10.8 | $1.1M | 123 | 5 |
| Sit-down restaurants | 80 | #121 of 2,405 | 25 | 27.0 | $1.8M | 269 | 19 |
| Grocery and convenience stores | 80 | #186 of 2,402 | 17 | 18.4 | $3.8M | 112 | 6 |
| Lawn, cleaning and pest control | 78 | #88 of 1,771 | 5 | 5.4 | $3.3M | 198 | 20 |
| Auto repair shops | 78 | #146 of 2,378 | 15 | 16.2 | $789K | 178 | 13 |
| Convenience stores | 77 | #256 of 2,261 | 8 | 8.6 | $8.1M | 103 | 3 |
| Martial arts and dance studios | 76 | #75 of 1,334 | 5 | 5.4 | $2M | 97 | Under 3 |
| Real estate agents and brokers | 74 | #112 of 2,176 | 15 | 16.2 | Index only | 203 | 8 |
| Home repair trades | 73 | #140 of 2,057 | 10 | 10.8 | $3.2M | 133 | 22 |
| Pet grooming and boarding | 73 | #171 of 1,461 | 6 | 6.5 | $1.8M | 71 | Under 3 |
| Real estate | 71 | #193 of 2,229 | 20 | 21.6 | Index only | 192 | 14 |
| Child care and preschools | 71 | #239 of 1,611 | 6 | 6.5 | $1M | 103 | 6 |
| Gas stations | 67 | #504 of 2,358 | 21 | 22.7 | $1.7M | 73 | 11 |
| HVAC and plumbing | 61 | #467 of 1,707 | 7 | 7.6 | $4.6M | 97 | 17 |
| Clothing, shoes and laundry | Not scored | Not scored | 4 | 4.3 | $5.4M | 613 | Under 3 |
| Insurance agencies | Not scored | Not scored | 4 | 4.3 | $7.7M | 613 | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 4 | 4.3 | $4.2M | 142 | 12 |
| Nail salons | Not scored | Not scored | 4 | 4.3 | $2.6M | 155 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 3 | 3.2 | $10.8M | 128 | Under 3 |
| Veterinarians | Not scored | Not scored | 3 | 3.2 | $3.6M | 132 | 5 |
| Clothing and shoe stores | Not scored | Not scored | 2 | 2.2 | $10.8M | Too few | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 2.2 | $5.9M | Too few | 3 |
| Funeral homes | Not scored | Not scored | 2 | 2.2 | $649K | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 2.2 | Index only | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 2.2 | $6.3M | Too few | 5 |
| Property management | Not scored | Not scored | 2 | 2.2 | Index only | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 2.2 | $4.9M | Too few | Under 3 |
| Chiropractors | Not scored | Not scored | 1 | 1.1 | $12.7M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 1.1 | $16.7M | Too few | 8 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 1.1 | Index only | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 1 | 1.1 | $12.7M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 1 | 1.1 | $12.7M | Too few | Under 3 |
| Tire shops | Not scored | Not scored | 1 | 1.1 | $11.8M | Too few | Under 3 |
| Barbershops | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Car washes and detailing | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Electricians | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 5 |
| Laundromats | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pet stores | 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 New Kent 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 | $11.8M | $1,278 | 133 |
| Gasoline and other fuels | $36.5M | $3,936 | 152 |
| Food away from home | $44.6M | $4,816 | 118 |
| Groceries | $64.6M | $6,975 | 110 |
| Personal care products and services | $10.3M | $1,115 | 111 |
| Child care and other personal services | $6.2M | $668 | 115 |
| Memberships, classes and admissions | $9.8M | $1,061 | 108 |
| Medical and dental services | $12.7M | $1,367 | 106 |
| Pets | $10.8M | $1,164 | 128 |
| Clothing, shoes and related services | $21.6M | $2,330 | 113 |
| Vehicle insurance | $30.8M | $3,322 | 170 |
| Home repairs, maintenance and insurance | $32.4M | $3,497 | 116 |
| Lawn care, cleaning and other household services | $16.7M | $1,798 | 127 |
| Rent and homeowner costs | $166.1M | $17,929 | 108 |
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 New Kent County
- Population, 2025 estimate
- 28,022+21.2% since 2020
- Households
- 9,263
- Median age
- 42.9
- Homes lived in by their owners
- 93%
- Vehicles per household
- 2.6
- Land area
- 210 sq. mi.
- People per square mile
- 120
- Median household income
- $123,314+40.3% vs. 2015–2019, before inflation
- Average household income
- $139,439
- Median home value
- $393,600
- Jobs located here
- 5,543
- Daytime population
- 19,201Residents who don’t work, plus everyone whose job is here
Looking at a specific site in New Kent 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 New Kent County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Virginia 8
- Charles City County, VA6,627 people
- King William County, VA18,593 people
- King and Queen County, VA6,695 people
- Hopewell city, VA22,959 people
- James City County, VA81,013 people
- Richmond city, VA229,359 people
- Williamsburg city, VA15,798 people
- Prince George County, VA43,146 people
Questions
How fast is New Kent County, VA growing?
Population estimates put New Kent County at 28,022 people in 2025, up 21.2% since 2020, faster than the U.S. (+3.1%). It has 9,263 households. Median household income rose 40.3% from the 2015–2019 survey, before inflation.
How much do households in New Kent County, VA spend?
Households in New Kent County spend about $166.1M a year on rent and homeowner costs, $64.6M on groceries and $44.6M on food away from home. Set against the U.S., households in New Kent County spend the most on vehicle insurance (an index of 170, where 100 is the U.S. average) and the least on medical and dental services (106, still above the U.S.).
Which business types have the highest market scores in New Kent County, VA?
The highest Groundwork market scores in New Kent County are for pizza places (98), fast food and sandwich shops (95) and spas and skin care studios (94). New Kent County ranks #1 of 2,090 scored counties for pizza places.
How does New Kent County, VA compare with the U.S.?
The median household income in New Kent County is $123,314 a year, 53% above the U.S. median of $80,734. The population rose 21.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $393,600, against $332,700 for the U.S. For its number of households, New Kent County has the most map listings, relative to the U.S., for gas stations (2.1 times the U.S. rate) and the fewest for medical and dental practices (76% 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. 28 of the 56 business types have a score in New Kent 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 New Kent 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.
All markets in Virginia · Every U.S. market · How we measure
Screening a site or an acquisition in New Kent 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 New Kent 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.