Small-town market profile · Colorado
Durango, CO area market data
Population, household spending and competition for 56 business types in the Durango area, each scored against other small-town markets.
- Population, 2025
- 56,898
- +2.2% since 2020
- Households
- 24,378
- Median household income
- $86,056
- +25.3% vs. 2015–2019, before inflation
- Median home value
- $591,500
- Jobs located here
- 25,833
- Highest market score
- 88
- Nail salons, #4 of 387 scored small-town markets
A site report maps the competitors on map listings around any address in the Durango area by name and distance, and the households and spending within reach. Or open the report at the center of the Durango 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 56,898 people live in the Durango area, in 24,378 households. Population estimates show the Durango area grew 2.2% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in the Durango area is $86,056 a year, 7% above the U.S. median of $80,734. That rose 25.3% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Durango area spend the most on child care and other personal services (an index of 124, where 100 is the U.S. average) and the least on clothing, shoes and related services (92).
The highest Groundwork market scores in the Durango area are for nail salons (88), convenience stores (87) and barbershops (81). The Durango area ranks #4 of 387 scored small-town markets for nail salons.
The Durango area is made up of one county, La Plata County. For its number of households, the Durango area has the most map listings, relative to the U.S., for veterinarians (2.5 times the U.S. rate) and the fewest for grocery stores (28% below the U.S. rate).
All 56 business types in the Durango area
Highest Groundwork market score first. Each score compares the Durango 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 |
|---|---|---|---|---|---|---|---|
| Nail salons | 88 | #4 of 387 | 6 | 2.5 | $4.3M | 255 | Under 3 |
| Convenience stores | 87 | #3 of 529 | 15 | 6.2 | $10.1M | 128 | Under 3 |
| Barbershops | 81 | #28 of 377 | 9 | 3.7 | $2.8M | 151 | Under 3 |
| Grocery and convenience stores | 79 | #21 of 538 | 45 | 18.5 | $3.4M | 99 | 12 |
| Tire shops | 77 | #41 of 431 | 10 | 4.1 | $2.8M | 114 | 4 |
| Gas stations | 77 | #43 of 536 | 30 | 12.3 | $2.4M | 100 | 21 |
| Child care and preschools | 75 | #39 of 454 | 8 | 3.3 | $2.2M | 219 | 17 |
| Grocery stores | 74 | #51 of 506 | 12 | 4.9 | $12.6M | 136 | 11 |
| Laundromats | 70 | #31 of 150 | 5 | 2.1 | $9.2M | 73 | Under 3 |
| Collision repair and body shops | 70 | #57 of 387 | 7 | 2.9 | $4.1M | 132 | 9 |
| Pet stores | 69 | #34 of 220 | 6 | 2.5 | $4.2M | 93 | 4 |
| Fast food and sandwich shops | 66 | #119 of 537 | 25 | 10.3 | $4M | 132 | 67 |
| Auto repair shops | 63 | #133 of 538 | 59 | 24.2 | $482K | 108 | 34 |
| Pet grooming and boarding | 61 | #109 of 387 | 11 | 4.5 | $2.3M | 90 | 12 |
| Hair salons | 61 | #140 of 538 | 53 | 21.7 | $482K | 112 | 17 |
| Gyms | 60 | #146 of 506 | 23 | 9.4 | $1.3M | 96 | 11 |
| Auto repair and car care | 60 | #181 of 538 | 104 | 42.7 | $273K | 102 | 51 |
| Electricians | 58 | #98 of 295 | 8 | 3.3 | $8.9M | 74 | 28 |
| Martial arts and dance studios | 57 | #140 of 378 | 14 | 5.7 | $2.1M | 102 | 17 |
| Property management | 55 | #75 of 180 | 8 | 3.3 | Index only | 101 | 30 |
| Pizza | 55 | #209 of 520 | 23 | 9.4 | $4.4M | 86 | 67 |
| Car washes and detailing | 52 | #203 of 441 | 13 | 5.3 | $2.2M | 87 | 8 |
| Pet businesses | 52 | #251 of 527 | 39 | 16.0 | $645K | 73 | 30 |
| Bakeries and dessert shops | 51 | #249 of 507 | 26 | 10.7 | $3.9M | 93 | 19 |
| Gyms, studios and classes | 48 | #310 of 535 | 51 | 20.9 | $564K | 85 | 28 |
| Landscaping and lawn care | 47 | #219 of 399 | 15 | 6.2 | $2.2M | 76 | 49 |
| Salons, barbers and spas | 47 | #315 of 538 | 121 | 49.6 | $211K | 99 | 31 |
| Yoga, Pilates and fitness studios | 46 | #71 of 112 | 14 | 5.7 | $2.1M | 51 | 11 |
| Roofing and gutters | 46 | #171 of 288 | 13 | 5.3 | $5.5M | 65 | 7 |
| Clothing and shoe stores | 46 | #309 of 536 | 45 | 18.5 | $1M | 80 | 23 |
| Primary care and pediatrics | 45 | #278 of 458 | 24 | 9.8 | $1.4M | 77 | 47 |
| Insurance agencies | 45 | #305 of 537 | 37 | 15.2 | $1.4M | 108 | 33 |
| Mortgage brokers and lenders | 43 | #121 of 177 | 13 | 5.3 | Index only | 89 | 13 |
| Clothing, shoes and laundry | 43 | #334 of 536 | 67 | 27.5 | $684K | 78 | 23 |
| Sit-down restaurants | 42 | #354 of 538 | 182 | 74.7 | $552K | 83 | 68 |
| HVAC and plumbing | 41 | #328 of 476 | 22 | 9.0 | $3.2M | 68 | 45 |
| Optometrists and eye care | 40 | #287 of 400 | 15 | 6.2 | $2.2M | 70 | 9 |
| Restaurants and cafes | 40 | #378 of 538 | 349 | 143.2 | $288K | 78 | 154 |
| Home repair trades | 40 | #383 of 526 | 43 | 17.6 | $1.7M | 68 | 80 |
| House cleaning | 39 | #105 of 142 | 9 | 3.7 | $3.7M | 58 | 33 |
| Coffee shops and cafes | 39 | #390 of 529 | 54 | 22.2 | $1.9M | 50 | 19 |
| Veterinarians | 38 | #287 of 398 | 20 | 8.2 | $1.3M | 46 | 14 |
| Chiropractors | 38 | #311 of 426 | 27 | 11.1 | $1.2M | 51 | 12 |
| Lawn, cleaning and pest control | 38 | #350 of 481 | 28 | 11.5 | $1.2M | 71 | 85 |
| Real estate | 35 | #460 of 536 | 164 | 67.3 | Index only | 63 | 139 |
| Real estate agents and brokers | 35 | #463 of 533 | 138 | 56.6 | Index only | 60 | 79 |
| Spas and skin care | 34 | #423 of 504 | 52 | 21.3 | $491K | 56 | 12 |
| Physical therapy | 32 | #333 of 400 | 31 | 12.7 | $1.1M | 44 | 17 |
| Dentists and orthodontists | 32 | #439 of 526 | 48 | 19.7 | $682K | 69 | 33 |
| Doctors, dentists and clinics | 32 | #441 of 538 | 404 | 165.7 | $81K | 53 | 118 |
| Home inspectors | Not scored | Not scored | 5 | 2.1 | Index only | 34 | Under 3 |
| Funeral homes | Not scored | Not scored | 4 | 1.6 | $798K | 118 | Under 3 |
| Pest control | Not scored | Not scored | 4 | 1.6 | $8.3M | 81 | 3 |
| Dry cleaners | Not scored | Not scored | 2 | 0.8 | $22.9M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.8 | $14.2M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.4 | $32.8M | Too few | Under 3 |
Household spending in the Durango 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 | $28.4M | $1,166 | 122 |
| Gasoline and other fuels | $71.4M | $2,931 | 113 |
| Food away from home | $100.5M | $4,121 | 101 |
| Groceries | $151.1M | $6,200 | 98 |
| Personal care products and services | $25.5M | $1,048 | 104 |
| Child care and other personal services | $17.6M | $721 | 124 |
| Memberships, classes and admissions | $28.8M | $1,179 | 120 |
| Medical and dental services | $32.8M | $1,344 | 104 |
| Pets | $25.2M | $1,032 | 114 |
| Clothing, shoes and related services | $45.8M | $1,881 | 92 |
| Vehicle insurance | $50.4M | $2,067 | 106 |
| Home repairs, maintenance and insurance | $71.4M | $2,930 | 97 |
| Lawn care, cleaning and other household services | $33.2M | $1,362 | 96 |
| Rent and homeowner costs | $450.3M | $18,473 | 111 |
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 Durango area
- Population, 2025 estimate
- 56,898+2.2% since 2020
- Households
- 24,378
- Median age
- 43.3
- Homes lived in by their owners
- 71%
- Vehicles per household
- 2.1
- Land area
- 1,690 sq. mi.
- People per square mile
- 33
- Median household income
- $86,056+25.3% vs. 2015–2019, before inflation
- Average household income
- $113,780
- Median home value
- $591,500
- Jobs located here
- 25,833
- Daytime population
- 57,893Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Durango 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 Durango 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 Durango area 1
- La Plata County, CO56,331 people
Other markets based in Colorado 12
- Denver-Aurora-Centennial, CO metro area3,002,721 people
- Colorado Springs, CO metro area767,824 people
- Fort Collins-Loveland, CO metro area367,368 people
- Greeley, CO metro area350,396 people
- Boulder, CO metro area328,961 people
- Pueblo, CO metro area169,356 people
- Grand Junction, CO metro area158,601 people
- Rifle, CO area79,464 people
- Edwards, CO area55,135 people
- Cañon City, CO area49,634 people
- Montrose, CO area43,807 people
- Breckenridge, CO area38,397 people
Questions
How fast is the Durango, CO area growing?
Population estimates put the Durango area at 56,898 people in 2025, up 2.2% since 2020, slower than the U.S. (+3.1%). It has 24,378 households. Against the 2015–2019 survey, median household income rose 25.3%, before inflation.
How much do households in the Durango, CO area spend?
Households in the Durango area spend about $450.3M a year on rent and homeowner costs, $151.1M on groceries and $100.5M on food away from home. Relative to the U.S., household spending in the Durango area runs highest on child care and other personal services (an index of 124, where 100 is the U.S. average) and lowest on clothing, shoes and related services (92).
Which business types have the highest market scores in the Durango, CO area?
Of the business types scored in the Durango area, nail salons (88), convenience stores (87) and barbershops (81) have the highest Groundwork market scores. For nail salons, that ranks #4 of 387 scored small-town markets.
How does the Durango, CO area compare with the U.S.?
Median household income in the Durango area is $86,056, 7% above the U.S. median of $80,734. The population rose 2.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $591,500, against $332,700 for the U.S. Against the U.S., map listings per household run highest for veterinarians (2.5 times the U.S. rate) and lowest for grocery stores (28% 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 Durango 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 Durango 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 Durango 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 Durango 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.