County profile · Virginia
Norfolk city, VA market data
How Norfolk city compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 231,013
- −2.9% since 2020
- Households
- 94,965
- Median household income
- $66,109
- +28.1% vs. 2015–2019, before inflation
- Median home value
- $289,900
- Jobs located here
- 130,869
- Highest market score
- 72
- Landscaping and lawn care, #191 of 1,493 scored counties
A site report maps the competitors on map listings around any address in Norfolk city by name and distance, and the households and spending within reach. Or open the report at the center of Norfolk city. 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
Norfolk city has an estimated 231,013 people and 94,965 households. Population estimates show Norfolk city declined 2.9% from 2020 to 2025, against +3.1% for the U.S. Median household income in Norfolk city is $66,109, 18% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 28.1%, before inflation.
Relative to the U.S., household spending in Norfolk city runs highest on vehicle insurance (an index of 106, where 100 is the U.S. average) and lowest on memberships, classes and admissions (68).
Of the business types scored in Norfolk city, landscaping and lawn care companies (72), veterinarians (71) and pet businesses (70) have the highest Groundwork market scores. For landscaping and lawn care companies, that ranks #191 of 1,493 scored counties.
Norfolk city is part of the Virginia Beach-Chesapeake-Norfolk metro area. Against the U.S., map listings per household run highest for primary care and pediatric clinics (2.2 times the U.S. rate) and lowest for chiropractors (63% below the U.S. rate).
All 56 business types in Norfolk city
Highest Groundwork market score first. Each score compares Norfolk city 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 |
|---|---|---|---|---|---|---|---|
| Landscaping and lawn care | 72 | #191 of 1,493 | 23 | 2.4 | $5.8M | 199 | 41 |
| Veterinarians | 71 | #249 of 1,485 | 15 | 1.6 | $5.3M | 197 | 13 |
| Pet businesses | 70 | #267 of 2,200 | 52 | 5.5 | $1.5M | 176 | 31 |
| Pet stores | 67 | #205 of 974 | 12 | 1.3 | $6.7M | 148 | 4 |
| HVAC and plumbing | 67 | #268 of 1,707 | 33 | 3.5 | $7.9M | 166 | 57 |
| Pet grooming and boarding | 67 | #290 of 1,461 | 19 | 2.0 | $4.2M | 166 | 14 |
| Chiropractors | 64 | #340 of 1,490 | 19 | 2.0 | $5.3M | 222 | 11 |
| Lawn, cleaning and pest control | 64 | #368 of 1,771 | 61 | 6.4 | $2.2M | 131 | 99 |
| Home repair trades | 61 | #519 of 2,057 | 85 | 9.0 | $3.1M | 126 | 112 |
| Gas stations | 61 | #689 of 2,358 | 53 | 5.6 | $4.3M | 182 | 62 |
| Electricians | 59 | #376 of 1,160 | 20 | 2.1 | $13M | 109 | 37 |
| Insurance agencies | 57 | #867 of 2,272 | 97 | 10.2 | $2M | 161 | 67 |
| Pest control | 54 | #296 of 699 | 11 | 1.2 | $12.2M | 119 | 12 |
| Mortgage brokers and lenders | 54 | #339 of 887 | 17 | 1.8 | Index only | 208 | 14 |
| Dentists and orthodontists | 53 | #812 of 1,886 | 66 | 6.9 | $1.5M | 156 | 48 |
| Martial arts and dance studios | 50 | #657 of 1,334 | 26 | 2.7 | $2.4M | 121 | 20 |
| Car washes and detailing | 50 | #715 of 1,451 | 25 | 2.6 | $2.8M | 113 | 10 |
| Collision repair and body shops | 48 | #692 of 1,327 | 21 | 2.2 | $3.4M | 110 | 15 |
| Roofing and gutters | 47 | #655 of 1,177 | 32 | 3.4 | $8.1M | 96 | 18 |
| Optometrists and eye care | 47 | #744 of 1,302 | 34 | 3.6 | $3M | 95 | 10 |
| Grocery stores | 46 | #1,139 of 2,070 | 62 | 6.5 | $8.9M | 96 | 39 |
| Bakeries and dessert shops | 44 | #1,138 of 1,889 | 73 | 7.7 | $4.6M | 112 | 54 |
| Funeral homes | 41 | #942 of 1,472 | 21 | 2.2 | $459K | 68 | 8 |
| Child care and preschools | 41 | #1,061 of 1,611 | 46 | 4.8 | $866K | 86 | 56 |
| Spas and skin care | 41 | #1,207 of 1,769 | 68 | 7.2 | $1.2M | 136 | 21 |
| House cleaning | 40 | #599 of 847 | 27 | 2.8 | $5M | 78 | 46 |
| Auto repair and car care | 40 | #1,652 of 2,401 | 271 | 28.5 | $263K | 98 | 105 |
| Auto repair shops | 39 | #1,688 of 2,378 | 162 | 17.1 | $440K | 99 | 74 |
| Yoga, Pilates and fitness studios | 38 | #587 of 777 | 17 | 1.8 | $3.7M | 92 | 25 |
| Hair salons | 38 | #1,719 of 2,339 | 183 | 19.3 | $442K | 103 | 49 |
| Dry cleaners | 37 | #378 of 507 | 9 | 0.9 | $19M | 121 | 13 |
| Gyms | 36 | #1,347 of 1,792 | 61 | 6.4 | $1M | 80 | 25 |
| Grocery and convenience stores | 36 | #1,736 of 2,402 | 197 | 20.7 | $2.8M | 83 | 101 |
| Gyms, studios and classes | 35 | #1,643 of 2,088 | 104 | 11.0 | $610K | 92 | 45 |
| Coffee shops and cafes | 34 | #1,613 of 2,063 | 109 | 11.5 | $3.1M | 84 | 51 |
| Pizza | 34 | #1,655 of 2,090 | 71 | 7.5 | $4.8M | 94 | 266 |
| Real estate agents and brokers | 34 | #1,894 of 2,176 | 234 | 24.6 | Index only | 108 | 78 |
| Nail salons | 31 | #1,117 of 1,328 | 45 | 4.7 | $1.8M | 108 | 31 |
| Convenience stores | 31 | #1,766 of 2,261 | 104 | 11.0 | $5.3M | 68 | 62 |
| Real estate | 29 | #2,089 of 2,229 | 285 | 30.0 | Index only | 112 | 196 |
| Tire shops | 28 | #1,274 of 1,530 | 44 | 4.6 | $1.6M | 65 | 15 |
| Property management | 25 | #840 of 910 | 30 | 3.2 | Index only | 83 | 79 |
| Salons, barbers and spas | 24 | #2,242 of 2,385 | 389 | 41.0 | $208K | 98 | 115 |
| Fast food and sandwich shops | 22 | #2,012 of 2,222 | 157 | 16.5 | $2.2M | 71 | 266 |
| Physical therapy | 21 | #1,337 of 1,422 | 84 | 8.8 | $1.2M | 50 | 35 |
| Restaurants and cafes | 20 | #2,284 of 2,405 | 1,158 | 121.9 | $293K | 79 | 550 |
| Sit-down restaurants | 20 | #2,306 of 2,405 | 689 | 72.6 | $492K | 74 | 230 |
| Clothing and shoe stores | 18 | #1,982 of 2,087 | 235 | 24.7 | $727K | 57 | 103 |
| Doctors, dentists and clinics | 18 | #2,321 of 2,394 | 1,108 | 116.7 | $91K | 60 | 282 |
| Laundromats | 17 | #725 of 785 | 20 | 2.1 | $8.5M | 68 | 23 |
| Clothing, shoes and laundry | 17 | #2,137 of 2,210 | 304 | 32.0 | $562K | 64 | 139 |
| Primary care and pediatrics | 15 | #1,604 of 1,656 | 150 | 15.8 | $673K | 38 | 171 |
| Barbershops | 12 | #1,294 of 1,356 | 84 | 8.8 | $963K | 51 | 13 |
| Home inspectors | Not scored | Not scored | 4 | 0.4 | Index only | 131 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.2 | $35.6M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.2 | $50.5M | Too few | 7 |
Household spending in Norfolk city
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 | $71.2M | $750 | 78 |
| Gasoline and other fuels | $230M | $2,422 | 93 |
| Food away from home | $339.3M | $3,573 | 88 |
| Groceries | $553.7M | $5,831 | 92 |
| Personal care products and services | $80.9M | $852 | 85 |
| Child care and other personal services | $39.8M | $419 | 72 |
| Memberships, classes and admissions | $63.4M | $668 | 68 |
| Medical and dental services | $101M | $1,064 | 83 |
| Pets | $80.2M | $845 | 93 |
| Clothing, shoes and related services | $170.8M | $1,798 | 88 |
| Vehicle insurance | $196.5M | $2,069 | 106 |
| Home repairs, maintenance and insurance | $260.6M | $2,744 | 91 |
| Lawn care, cleaning and other household services | $134.1M | $1,412 | 100 |
| Rent and homeowner costs | $1.4B | $14,538 | 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 Norfolk city
- Population, 2025 estimate
- 231,013−2.9% since 2020
- Households
- 94,965
- Median age
- 35.1
- Homes lived in by their owners
- 46%
- Vehicles per household
- 1.6
- Land area
- 53 sq. mi.
- People per square mile
- 4,385
- Median household income
- $66,109+28.1% vs. 2015–2019, before inflation
- Average household income
- $91,610
- Median home value
- $289,900
- Jobs located here
- 130,869
- Daytime population
- 273,887Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Norfolk city?
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 Norfolk city. 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
- Portsmouth city, VA97,190 people
- Chesapeake city, VA252,583 people
- Virginia Beach city, VA456,349 people
- Hampton city, VA137,557 people
- Poquoson city, VA12,639 people
- Suffolk city, VA98,796 people
- Newport News city, VA184,216 people
- Isle of Wight County, VA39,974 people
Questions
How fast is Norfolk city, VA growing?
Population estimates put Norfolk city at 231,013 people in 2025, down 2.9% since 2020, against +3.1% for the U.S. It has 94,965 households. Median household income rose 28.1% from the 2015–2019 survey, before inflation.
How much do households in Norfolk city, VA spend?
Households in Norfolk city spend about $1.4B a year on rent and homeowner costs, $553.7M on groceries and $339.3M on food away from home. Set against the U.S., households in Norfolk city spend the most on vehicle insurance (an index of 106, where 100 is the U.S. average) and the least on memberships, classes and admissions (68).
Which business types have the highest market scores in Norfolk city, VA?
The highest Groundwork market scores in Norfolk city are for landscaping and lawn care companies (72), veterinarians (71) and pet businesses (70). Norfolk city ranks #191 of 1,493 scored counties for landscaping and lawn care companies.
How does Norfolk city, VA compare with the U.S.?
The median household income in Norfolk city is $66,109 a year, 18% below the U.S. median of $80,734. The population fell 2.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $289,900, against $332,700 for the U.S. For its number of households, Norfolk city has the most map listings, relative to the U.S., for primary care and pediatric clinics (2.2 times the U.S. rate) and the fewest for chiropractors (63% 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. 53 of the 56 business types have a score in Norfolk city, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Norfolk city. 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 Norfolk city?
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 Norfolk city. 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.