📊 Baton Rouge, LA Market Demographics
Population
869,000
🟢 Census ACS 2023
Median Household Income
$57,800
🟢 ACS Table B19013
Median Age
37.0 yrs
🟢 ACS Table B01002
Unemployment Rate
5.5%
🟢 BLS LAUS
Homeownership Rate
57.2%
🟢 ACS Table B25003
📋 Market Analysis: Why Baton Rouge for Franchising?
Income & purchasing power. Baton Rouge's median household income of $57,800 is 23% below the national median of $75,149. Value-oriented franchise concepts (QSR, cleaning services, discount retail) tend to perform well in markets below the national income median, as franchisees can maintain lower operating costs while serving strong demand.
Labor market conditions. The unemployment rate in Baton Rouge is 5.5%, 1.9pp above the national average of 3.6%. Higher unemployment can mean a larger available labor pool for franchise operators, but may also signal weaker consumer demand. Categories serving essential needs (automotive, healthcare, cleaning) tend to be more resilient.
Homeownership & service demand. At 57.2%, homeownership in Baton Rouge is 8pp below the national rate of 65.2%. Lower homeownership rates shift franchise demand toward service-based and convenience concepts rather than home services. Look for opportunities in fitness, food, and personal care.
Top opportunity: Home Services. With a Penetration Index of 41 (59% below the national average), Home Services has the highest Opportunity Score of 81/100 in Baton Rouge. The market has an estimated 78 existing units versus 191 expected based on population — a gap of roughly 113 units that represents white-space opportunity for new entrants.
How Baton Rouge compares. Demographically similar metro areas include Knoxville, Columbia, Bakersfield. Comparing franchise penetration across peer markets can reveal whether Baton Rouge's opportunity gaps are local (untapped demand) or structural (category fit for the region). Explore each peer market for side-by-side franchise category analysis.
#1
🏠
Home Services
Cleaning, landscaping, HVAC, plumbing, and home improvement service franchises
81
Opportunity
Score
🟡 Estimated
Penetration Index
41
59% below avg
Est. Units (Baton Rouge)
78
vs 191 expected
Avg Investment
$80,000–$300,000
typical range
59% below peer-market average — 78 estimated units vs 191 expected for a market of 0.9M (Source: FDD Item 20 estimates)
📊 Source: Unit counts from FDD disclosures + IFA annual report
Full Analysis — All 10 Categories in Baton Rouge →
#2
⚕️
Healthcare & Medical
Urgent care, physical therapy, dental, vision, and medical staffing franchises
81
Opportunity
Score
🟡 Estimated
Penetration Index
40
60% below avg
Est. Units (Baton Rouge)
21
vs 52 expected
Avg Investment
$300,000–$900,000
typical range
59% below peer-market average — 21 estimated units vs 52 expected for a market of 0.9M (Source: FDD Item 20 estimates)
📊 Source: Unit counts from CMS provider data + FDD Item 20
Full Analysis — All 10 Categories in Baton Rouge →
#3
🍔
Fast Food / QSR
Quick-service restaurants including burgers, pizza, sandwiches, and ethnic fast food
74
Opportunity
Score
🟡 Estimated
Penetration Index
49
51% below avg
Est. Units (Baton Rouge)
170
vs 348 expected
Avg Investment
$250,000–$800,000
typical range
51% below peer-market average — 170 estimated units vs 348 expected for a market of 0.9M (Source: FDD Item 20 estimates)
📊 Source: Unit counts from FDD Item 20 + Census business patterns
Full Analysis — All 10 Categories in Baton Rouge →
#4
☕
Coffee & Beverages
Coffee shops, juice bars, tea houses, and specialty beverage franchises
74
Opportunity
Score
🟡 Estimated
Penetration Index
49
51% below avg
Est. Units (Baton Rouge)
76
vs 156 expected
Avg Investment
$150,000–$500,000
typical range
51% below peer-market average — 76 estimated units vs 156 expected for a market of 0.9M (Source: FDD Item 20 estimates)
📊 Source: Unit counts from FDD disclosures + SBA franchise data
Full Analysis — All 10 Categories in Baton Rouge →
#5
💪
Fitness & Wellness
Gyms, boutique fitness studios, yoga, martial arts, and wellness centers
74
Opportunity
Score
🟡 Estimated
Penetration Index
49
51% below avg
Est. Units (Baton Rouge)
51
vs 104 expected
Avg Investment
$200,000–$600,000
typical range
51% below peer-market average — 51 estimated units vs 104 expected for a market of 0.9M (Source: FDD Item 20 estimates)
📊 Source: Unit counts from IFA membership data + FDD Item 20
Full Analysis — All 10 Categories in Baton Rouge →
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📈 Peer Market Comparison — Similar Metro Areas
| Metro Area | Population | Median HHI |
|---|
| 📍 Baton Rouge, LA (this market) | 869,000 | $57,800 |
| Knoxville, TN |
893,000 |
$57,400 |
| Columbia, SC |
832,000 |
$57,900 |
| Bakersfield, CA |
920,000 |
$57,200 |
❓ Frequently Asked Questions
What are the best franchise categories to open in Baton Rouge?
Based on our data analysis, the top franchise categories in Baton Rouge by Opportunity Score are: 1. Home Services (Score: 81/100), 2. Healthcare & Medical (Score: 81/100), 3. Fast Food / QSR (Score: 74/100), 4. Coffee & Beverages (Score: 74/100), 5. Fitness & Wellness (Score: 74/100). These scores are based on population demographics from US Census ACS 2023 and franchise unit count estimates from FDD Item 20 disclosures.
How many people live in the Baton Rouge, LA metro area?
According to the US Census American Community Survey 2023 5-year estimates, the Baton Rouge, LA metropolitan statistical area has a population of 869,000.
What is the median household income in Baton Rouge?
The median household income in the Baton Rouge, LA metro area is $57,800, according to US Census ACS 2023 estimates (ACS Table B19013).
How many Home Services franchise units are in Baton Rouge?
Based on FDD Item 20 disclosures and Census business pattern data, Baton Rouge has an estimated 78 Home Services franchise units, compared to 191 expected based on the metro's population. This gives a Penetration Index of 41 — indicating a potentially underserved market.
How does the Baton Rouge market compare to similar metro areas for franchising?
Baton Rouge has a population of 869,000 and median household income of $57,800, which is -23% below the national median. Comparable metro areas include Knoxville, Columbia, Bakersfield. We recommend comparing opportunity scores across peer metros before selecting a territory, as penetration gaps vary significantly between demographically similar markets.
What factors should I consider before opening a franchise in Baton Rouge?
Key factors include: (1) local income levels — Baton Rouge's $57,800 median HHI determines which franchise price points the market supports, (2) category saturation — check the Penetration Index for your target category, (3) labor availability — the 5.5% unemployment rate affects staffing costs, and (4) real estate — homeownership at 57.2% influences both commercial lease availability and home services demand. Use our Territory Opportunity Finder for a complete category-by-category analysis.
📚 Data Sources & Methodology
This analysis is based on:
- US Census American Community Survey 2023 (5-year estimates)
- Franchise Disclosure Documents (FDD Item 20) through 2024
- International Franchise Association (IFA) market data
How Opportunity Scores are calculated: Scores combine franchise category penetration (estimated from FDD Item 20 data),
local income levels, unemployment, and regional market factors. A score of 80+ indicates strong underpenetration;
50–79 indicates moderate opportunity; below 50 indicates a saturated or challenging market.
What "estimated" means: Unit counts marked 🟡 are derived from FDD disclosures for major franchisors
and Census business pattern data. They are directional estimates, not precise counts. Verify through individual FDD Item 20 research.
Disclaimer: This analysis is for informational purposes only.
It does not constitute investment advice. Past market data does not guarantee future franchise performance.
Full methodology →
Last updated: April 1, 2026 · Data: US Census ACS 2023 · FDD through 2024
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