Metro area profile · Virginia
Roanoke, VA metro area market data
Population, household spending and competition for 56 business types in the Roanoke metro area, each scored against other metro areas.
- Population, 2025
- 316,547
- +0.4% since 2020
- Households
- 131,510
- Median household income
- $68,761
- +21.5% vs. 2015–2019, before inflation
- Median home value
- $251,400
- Jobs located here
- 158,052
- Highest market score
- 63
- Coffee shops and cafes, #89 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Roanoke metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Roanoke 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 316,547 people live in the Roanoke metro area, in 131,510 households. Population estimates show the Roanoke metro area grew 0.4% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in the Roanoke metro area is $68,761 a year, 15% below the U.S. median of $80,734. That rose 21.5% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Roanoke metro area spend the most on vehicle insurance (an index of 130, where 100 is the U.S. average) and the least on memberships, classes and admissions (70).
The highest Groundwork market scores in the Roanoke metro area are for coffee shops and cafes (63), house cleaning businesses (59) and bakeries and dessert shops (59). The Roanoke metro area ranks #89 of 387 scored metro areas for coffee shops and cafes.
The Roanoke metro area takes in 6 counties: Roanoke city, Roanoke County, Franklin County, Botetourt County and 2 more. For its number of households, the Roanoke metro area has the most map listings, relative to the U.S., for oil change and quick-lube shops (57% above the U.S. rate) and the fewest for coffee shops and cafes (36% below the U.S. rate).
All 56 business types in the Roanoke metro area
Highest Groundwork market score first. Each score compares the Roanoke 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 |
|---|---|---|---|---|---|---|---|
| Coffee shops and cafes | 63 | #89 of 387 | 92 | 7.0 | $5.2M | 140 | 59 |
| House cleaning | 59 | #104 of 375 | 23 | 1.7 | $8.2M | 128 | 78 |
| Bakeries and dessert shops | 59 | #126 of 387 | 93 | 7.1 | $5.1M | 124 | 59 |
| Electricians | 58 | #127 of 383 | 29 | 2.2 | $12.6M | 105 | 65 |
| Dry cleaners | 54 | #123 of 272 | 13 | 1.0 | $18.4M | 118 | 6 |
| Home repair trades | 54 | #161 of 387 | 157 | 11.9 | $2.3M | 96 | 190 |
| Pet stores | 53 | #170 of 382 | 27 | 2.1 | $4.2M | 93 | 7 |
| Lawn, cleaning and pest control | 51 | #171 of 387 | 116 | 8.8 | $1.6M | 97 | 236 |
| Insurance agencies | 51 | #179 of 387 | 223 | 17.0 | $1.5M | 119 | 162 |
| HVAC and plumbing | 51 | #187 of 387 | 75 | 5.7 | $4.9M | 102 | 109 |
| Child care and preschools | 51 | #187 of 387 | 57 | 4.3 | $986K | 98 | 66 |
| Roofing and gutters | 51 | #192 of 381 | 53 | 4.0 | $6.9M | 82 | 16 |
| Restaurants and cafes | 50 | #191 of 387 | 1,195 | 90.9 | $399K | 108 | 557 |
| Gas stations | 50 | #199 of 387 | 178 | 13.5 | $2.2M | 92 | 110 |
| Home inspectors | 49 | #129 of 243 | 7 | 0.5 | Index only | 105 | 8 |
| Pest control | 48 | #183 of 345 | 20 | 1.5 | $9.4M | 92 | 18 |
| Landscaping and lawn care | 48 | #197 of 385 | 73 | 5.6 | $2.6M | 88 | 140 |
| Property management | 45 | #227 of 374 | 35 | 2.7 | Index only | 99 | 55 |
| Fast food and sandwich shops | 45 | #229 of 387 | 186 | 14.1 | $2.6M | 84 | 234 |
| Pet grooming and boarding | 44 | #249 of 386 | 53 | 4.0 | $2.1M | 84 | 27 |
| Laundromats | 43 | #218 of 364 | 15 | 1.1 | $16M | 128 | 13 |
| Funeral homes | 43 | #226 of 377 | 36 | 2.7 | $588K | 87 | 21 |
| Spas and skin care | 42 | #260 of 387 | 105 | 8.0 | $1.1M | 124 | 34 |
| Car washes and detailing | 42 | #262 of 387 | 55 | 4.2 | $2.2M | 88 | 21 |
| Collision repair and body shops | 41 | #253 of 381 | 33 | 2.5 | $3.7M | 120 | 42 |
| Pizza | 41 | #263 of 387 | 118 | 9.0 | $4M | 80 | 234 |
| Clothing, shoes and laundry | 40 | #267 of 387 | 256 | 19.5 | $936K | 106 | 130 |
| Pet businesses | 40 | #273 of 387 | 153 | 11.6 | $739K | 84 | 73 |
| Barbershops | 40 | #281 of 387 | 61 | 4.6 | $1.9M | 99 | 7 |
| Tire shops | 39 | #266 of 386 | 56 | 4.3 | $2.2M | 87 | 21 |
| Clothing and shoe stores | 39 | #271 of 387 | 187 | 14.2 | $1.3M | 101 | 111 |
| Veterinarians | 37 | #281 of 384 | 50 | 3.8 | $2.3M | 83 | 39 |
| Sit-down restaurants | 36 | #296 of 387 | 691 | 52.5 | $691K | 104 | 258 |
| Chiropractors | 36 | #302 of 386 | 65 | 4.9 | $2.2M | 91 | 36 |
| Real estate agents and brokers | 36 | #323 of 387 | 362 | 27.5 | Index only | 98 | 142 |
| Grocery stores | 34 | #299 of 387 | 84 | 6.4 | $9.2M | 99 | 60 |
| Dentists and orthodontists | 34 | #326 of 387 | 168 | 12.8 | $842K | 86 | 93 |
| Real estate | 34 | #344 of 387 | 464 | 35.3 | Index only | 96 | 301 |
| Nail salons | 31 | #351 of 387 | 79 | 6.0 | $1.4M | 86 | 25 |
| Optometrists and eye care | 30 | #340 of 386 | 66 | 5.0 | $2.1M | 68 | 17 |
| Auto repair shops | 29 | #336 of 387 | 298 | 22.7 | $408K | 92 | 176 |
| Gyms | 29 | #350 of 387 | 86 | 6.5 | $1M | 81 | 45 |
| Auto repair and car care | 28 | #336 of 387 | 503 | 38.2 | $242K | 90 | 246 |
| Mortgage brokers and lenders | 27 | #360 of 373 | 60 | 4.6 | Index only | 83 | 33 |
| Martial arts and dance studios | 27 | #370 of 387 | 66 | 5.0 | $1.4M | 68 | 29 |
| Primary care and pediatrics | 26 | #347 of 387 | 115 | 8.7 | $1.2M | 69 | 208 |
| Salons, barbers and spas | 26 | #376 of 387 | 587 | 44.6 | $194K | 91 | 184 |
| Oil change and quick lube | 25 | #257 of 290 | 14 | 1.1 | $8.7M | 63 | 14 |
| Grocery and convenience stores | 25 | #343 of 387 | 269 | 20.5 | $2.9M | 85 | 154 |
| Doctors, dentists and clinics | 25 | #358 of 387 | 1,744 | 132.6 | $81K | 53 | 415 |
| Physical therapy | 25 | #361 of 386 | 86 | 6.5 | $1.6M | 68 | 50 |
| Gyms, studios and classes | 24 | #379 of 387 | 189 | 14.4 | $477K | 72 | 74 |
| Convenience stores | 22 | #358 of 387 | 139 | 10.6 | $5.6M | 71 | 94 |
| Yoga, Pilates and fitness studios | 19 | #346 of 347 | 37 | 2.8 | $2.4M | 60 | 45 |
| Hair salons | 19 | #384 of 387 | 329 | 25.0 | $346K | 80 | 115 |
| Urgent care and walk-in clinics | Not scored | Not scored | 4 | 0.3 | $35.4M | 144 | 11 |
Household spending in the Roanoke 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 | $121.6M | $924 | 97 |
| Gasoline and other fuels | $391.1M | $2,974 | 115 |
| Food away from home | $477.3M | $3,629 | 89 |
| Groceries | $774.8M | $5,891 | 93 |
| Personal care products and services | $113.8M | $865 | 86 |
| Child care and other personal services | $56.2M | $427 | 74 |
| Memberships, classes and admissions | $90.2M | $686 | 70 |
| Medical and dental services | $141.4M | $1,075 | 83 |
| Pets | $113.1M | $860 | 95 |
| Clothing, shoes and related services | $239.5M | $1,821 | 89 |
| Vehicle insurance | $334.4M | $2,543 | 130 |
| Home repairs, maintenance and insurance | $365.4M | $2,779 | 92 |
| Lawn care, cleaning and other household services | $188M | $1,430 | 101 |
| Rent and homeowner costs | $1.9B | $14,707 | 88 |
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 Roanoke metro area
- Population, 2025 estimate
- 316,547+0.4% since 2020
- Households
- 131,510
- Median age
- 43.5
- Homes lived in by their owners
- 69%
- Vehicles per household
- 1.9
- Land area
- 1,868 sq. mi.
- People per square mile
- 169
- Median household income
- $68,761+21.5% vs. 2015–2019, before inflation
- Average household income
- $94,709
- Median home value
- $251,400
- Jobs located here
- 158,052
- Daytime population
- 332,123Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Roanoke 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 Roanoke 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 Roanoke metro area 6
- Roanoke city, VA98,355 people
- Roanoke County, VA97,023 people
- Franklin County, VA55,130 people
- Botetourt County, VA34,004 people
- Salem city, VA25,618 people
- Craig County, VA4,856 people
Other markets based in Virginia 11
- Virginia Beach-Chesapeake-Norfolk, VA-NC metro area1,787,235 people
- Richmond, VA metro area1,341,248 people
- Lynchburg, VA metro area263,798 people
- Charlottesville, VA metro area224,335 people
- Blacksburg-Christiansburg-Radford, VA metro area181,664 people
- Winchester, VA-WV metro area146,386 people
- Harrisonburg, VA metro area136,992 people
- Staunton-Stuarts Draft, VA metro area126,822 people
- Danville, VA area102,070 people
- Martinsville, VA area63,638 people
- Lake of the Woods, VA area37,822 people
Questions
How fast is the Roanoke, VA metro area growing?
Population estimates put the Roanoke metro area at 316,547 people in 2025, up 0.4% since 2020, slower than the U.S. (+3.1%). It has 131,510 households. Against the 2015–2019 survey, median household income rose 21.5%, before inflation.
How much do households in the Roanoke, VA metro area spend?
Households in the Roanoke metro area spend about $1.9B a year on rent and homeowner costs, $774.8M on groceries and $477.3M on food away from home. Relative to the U.S., household spending in the Roanoke metro area runs highest on vehicle insurance (an index of 130, where 100 is the U.S. average) and lowest on memberships, classes and admissions (70).
Which business types have the highest market scores in the Roanoke, VA metro area?
Of the business types scored in the Roanoke metro area, coffee shops and cafes (63), house cleaning businesses (59) and bakeries and dessert shops (59) have the highest Groundwork market scores. For coffee shops and cafes, that ranks #89 of 387 scored metro areas.
How does the Roanoke, VA metro area compare with the U.S.?
Median household income in the Roanoke metro area is $68,761, 15% below the U.S. median of $80,734. The population rose 0.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $251,400, against $332,700 for the U.S. Against the U.S., map listings per household run highest for oil change and quick-lube shops (57% above the U.S. rate) and lowest for coffee shops and cafes (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. 55 of the 56 business types have a score in the Roanoke 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 Roanoke 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.
All markets in Virginia · Every U.S. market · How we measure
Screening a site or an acquisition in the Roanoke 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 Roanoke 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.