Small-town market profile · California
Ukiah, CA area market data
How the Ukiah area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 88,122
- −3.5% since 2020
- Households
- 34,842
- Median household income
- $68,092
- +32.4% vs. 2015–2019, before inflation
- Median home value
- $512,200
- Jobs located here
- 29,495
- Highest market score
- 80
- Funeral homes, #27 of 365 scored small-town markets
A site report maps the competitors on map listings around any address in the Ukiah area by name and distance, and the households and spending within reach. Or open the report at the center of the Ukiah 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
The Ukiah area has an estimated 88,122 people and 34,842 households. Population estimates show the Ukiah area declined 3.5% from 2020 to 2025, against +3.1% for the U.S. Median household income in the Ukiah area is $68,092, 16% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 32.4%, before inflation.
Relative to the U.S., household spending in the Ukiah area runs highest on vehicle maintenance and repairs (an index of 109, where 100 is the U.S. average) and lowest on clothing, shoes and related services (82).
Of the business types scored in the Ukiah area, funeral homes (80), martial arts and dance studios (72) and pet grooming and boarding businesses (71) have the highest Groundwork market scores. For funeral homes, that ranks #27 of 365 scored small-town markets.
The Ukiah area is made up of one county, Mendocino County. Against the U.S., map listings per household run highest for grocery stores (85% above the U.S. rate) and lowest for nail salons (43% below the U.S. rate).
All 56 business types in the Ukiah area
Highest Groundwork market score first. Each score compares the Ukiah area with other small-town markets 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 small-town markets | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Funeral homes | 80 | #27 of 365 | 5 | 1.4 | $1.2M | 181 | 3 |
| Martial arts and dance studios | 72 | #37 of 378 | 11 | 3.2 | $3.1M | 152 | 4 |
| Pet grooming and boarding | 71 | #43 of 387 | 12 | 3.4 | $2.6M | 104 | 5 |
| Car washes and detailing | 69 | #78 of 441 | 7 | 2.0 | $5.2M | 207 | 4 |
| Tire shops | 64 | #118 of 431 | 12 | 3.4 | $3M | 122 | 5 |
| Physical therapy | 62 | #113 of 400 | 9 | 2.6 | $4.7M | 195 | 10 |
| Spas and skin care | 61 | #138 of 504 | 27 | 7.7 | $1.2M | 139 | 3 |
| Hair salons | 58 | #179 of 538 | 77 | 22.1 | $426K | 99 | 7 |
| Chiropractors | 57 | #156 of 426 | 16 | 4.6 | $2.6M | 110 | 6 |
| Optometrists and eye care | 55 | #160 of 400 | 12 | 3.4 | $3.5M | 112 | 6 |
| Primary care and pediatrics | 55 | #194 of 458 | 15 | 4.3 | $2.8M | 157 | 40 |
| Fast food and sandwich shops | 55 | #225 of 537 | 37 | 10.6 | $3.5M | 113 | 68 |
| HVAC and plumbing | 54 | #189 of 476 | 17 | 4.9 | $5.4M | 113 | 29 |
| Barbershops | 53 | #174 of 377 | 14 | 4.0 | $2.3M | 124 | Under 3 |
| Mortgage brokers and lenders | 52 | #86 of 177 | 10 | 2.9 | Index only | 152 | 7 |
| Electricians | 52 | #138 of 295 | 9 | 2.6 | $10.2M | 85 | 21 |
| Child care and preschools | 52 | #212 of 454 | 23 | 6.6 | $911K | 91 | 22 |
| Insurance agencies | 52 | #242 of 537 | 38 | 10.9 | $1.7M | 139 | 30 |
| Nail salons | 50 | #205 of 387 | 12 | 3.4 | $2.7M | 164 | 8 |
| Gyms | 50 | #250 of 506 | 26 | 7.5 | $1.3M | 100 | 13 |
| Pizza | 50 | #252 of 520 | 26 | 7.5 | $4.9M | 97 | 68 |
| Salons, barbers and spas | 50 | #273 of 538 | 138 | 39.6 | $238K | 112 | 18 |
| Convenience stores | 50 | #279 of 529 | 29 | 8.3 | $7M | 88 | 11 |
| Gyms, studios and classes | 49 | #293 of 535 | 49 | 14.1 | $688K | 104 | 17 |
| Property management | 48 | #97 of 180 | 9 | 2.6 | Index only | 118 | 32 |
| Auto repair and car care | 46 | #311 of 538 | 126 | 36.2 | $290K | 108 | 71 |
| Pet stores | 45 | #126 of 220 | 11 | 3.2 | $2.9M | 64 | 5 |
| Gas stations | 45 | #324 of 536 | 46 | 13.2 | $2M | 86 | 42 |
| Yoga, Pilates and fitness studios | 44 | #74 of 112 | 12 | 3.4 | $2.8M | 69 | 13 |
| Lawn, cleaning and pest control | 44 | #280 of 481 | 21 | 6.0 | $2M | 122 | 52 |
| Home repair trades | 44 | #331 of 526 | 37 | 10.6 | $2.5M | 102 | 68 |
| Pet businesses | 44 | #343 of 527 | 47 | 13.5 | $673K | 77 | 25 |
| Collision repair and body shops | 43 | #247 of 387 | 11 | 3.2 | $3.3M | 108 | 16 |
| Dentists and orthodontists | 43 | #325 of 526 | 29 | 8.3 | $1.5M | 147 | 28 |
| Doctors, dentists and clinics | 43 | #338 of 538 | 228 | 65.4 | $185K | 121 | 90 |
| Real estate agents and brokers | 43 | #352 of 533 | 78 | 22.4 | Index only | 139 | 25 |
| Roofing and gutters | 37 | #212 of 288 | 11 | 3.2 | $8.3M | 99 | 18 |
| Landscaping and lawn care | 37 | #291 of 399 | 17 | 4.9 | $2.5M | 86 | 38 |
| Real estate | 37 | #426 of 536 | 97 | 27.8 | Index only | 141 | 67 |
| Auto repair shops | 36 | #408 of 538 | 85 | 24.4 | $430K | 97 | 59 |
| Laundromats | 35 | #114 of 150 | 7 | 2.0 | $8.4M | 67 | 6 |
| Veterinarians | 34 | #313 of 398 | 20 | 5.7 | $1.6M | 58 | 15 |
| Clothing and shoe stores | 31 | #429 of 536 | 51 | 14.6 | $1.2M | 91 | 31 |
| Bakeries and dessert shops | 30 | #445 of 507 | 36 | 10.3 | $3.6M | 86 | 32 |
| Clothing, shoes and laundry | 28 | #453 of 536 | 74 | 21.2 | $797K | 91 | 37 |
| Sit-down restaurants | 28 | #474 of 538 | 218 | 62.6 | $587K | 88 | 106 |
| Grocery and convenience stores | 26 | #471 of 538 | 94 | 27.0 | $2.1M | 63 | 54 |
| Coffee shops and cafes | 25 | #500 of 529 | 54 | 15.5 | $2.4M | 64 | 29 |
| Restaurants and cafes | 20 | #516 of 538 | 523 | 150.1 | $244K | 66 | 204 |
| Grocery stores | 16 | #487 of 506 | 44 | 12.6 | $4.6M | 49 | 43 |
| House cleaning | Not scored | Not scored | 3 | 0.9 | $14.3M | 223 | 11 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.6 | $21M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.3 | $36.5M | Too few | 3 |
| Pest control | Not scored | Not scored | 1 | 0.3 | $42.8M | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Ukiah 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 | $36.5M | $1,048 | 109 |
| Gasoline and other fuels | $94.2M | $2,704 | 104 |
| Food away from home | $127.9M | $3,670 | 90 |
| Groceries | $201.7M | $5,789 | 92 |
| Personal care products and services | $32.8M | $941 | 94 |
| Child care and other personal services | $21M | $601 | 104 |
| Memberships, classes and admissions | $33.7M | $968 | 98 |
| Medical and dental services | $42.1M | $1,207 | 94 |
| Pets | $31.6M | $908 | 100 |
| Clothing, shoes and related services | $59M | $1,693 | 82 |
| Vehicle insurance | $66.4M | $1,905 | 97 |
| Home repairs, maintenance and insurance | $91.8M | $2,634 | 87 |
| Lawn care, cleaning and other household services | $42.8M | $1,230 | 87 |
| Rent and homeowner costs | $591.6M | $16,979 | 102 |
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 Ukiah area
- Population, 2025 estimate
- 88,122−3.5% since 2020
- Households
- 34,842
- Median age
- 44.1
- Homes lived in by their owners
- 62%
- Vehicles per household
- 1.9
- Land area
- 3,507 sq. mi.
- People per square mile
- 26
- Median household income
- $68,092+32.4% vs. 2015–2019, before inflation
- Average household income
- $95,438
- Median home value
- $512,200
- Jobs located here
- 29,495
- Daytime population
- 87,475Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Ukiah area?
These figures cover the whole small-town market. 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 Ukiah 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 Ukiah area 1
- Mendocino County, CA90,244 people
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- Stockton-Lodi, CA metro area797,334 people
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Questions
How fast is the Ukiah, CA area growing?
Population estimates put the Ukiah area at 88,122 people in 2025, down 3.5% since 2020, against +3.1% for the U.S. It has 34,842 households. Median household income rose 32.4% from the 2015–2019 survey, before inflation.
How much do households in the Ukiah, CA area spend?
Households in the Ukiah area spend about $591.6M a year on rent and homeowner costs, $201.7M on groceries and $127.9M on food away from home. Set against the U.S., households in the Ukiah area spend the most on vehicle maintenance and repairs (an index of 109, where 100 is the U.S. average) and the least on clothing, shoes and related services (82).
Which business types have the highest market scores in the Ukiah, CA area?
The highest Groundwork market scores in the Ukiah area are for funeral homes (80), martial arts and dance studios (72) and pet grooming and boarding businesses (71). The Ukiah area ranks #27 of 365 scored small-town markets for funeral homes.
How does the Ukiah, CA area compare with the U.S.?
The median household income in the Ukiah area is $68,092 a year, 16% below the U.S. median of $80,734. The population fell 3.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $512,200, against $332,700 for the U.S. For its number of households, the Ukiah area has the most map listings, relative to the U.S., for grocery stores (85% above the U.S. rate) and the fewest for nail salons (43% 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. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. 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. 50 of the 56 business types have a score in the Ukiah area, each ranked against other small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Ukiah 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.
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Screening a site or an acquisition in the Ukiah 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 Ukiah 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.