Small-town market profile · Colorado
Montrose, CO area market data
How the Montrose area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 44,591
- +4.1% since 2020
- Households
- 18,069
- Median household income
- $72,120
- Median home value
- $388,400
- Jobs located here
- 15,713
- Highest market score
- 91
- Funeral homes, #5 of 365 scored small-town markets
A site report maps the competitors on map listings around any address in the Montrose area by name and distance, and the households and spending within reach. Or open the report at the center of the Montrose 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 Montrose area has an estimated 44,591 people and 18,069 households. Between 2020 and 2025, the population of the Montrose area grew 4.1%, faster than the U.S. (+3.1%). Median household income in the Montrose area is $72,120, 11% below the U.S. median of $80,734.
Relative to the U.S., household spending in the Montrose area runs highest on vehicle maintenance and repairs (an index of 119, where 100 is the U.S. average) and lowest on clothing, shoes and related services (81).
Of the business types scored in the Montrose area, funeral homes (91), gas stations (87) and gyms (82) have the highest Groundwork market scores. For funeral homes, that ranks #5 of 365 scored small-town markets.
The Montrose area is made up of one county, Montrose County. Against the U.S., map listings per household run highest for electricians (2.2 times the U.S. rate) and lowest for clothing, shoe and laundry businesses (29% below the U.S. rate).
All 56 business types in the Montrose area
Highest Groundwork market score first. Each score compares the Montrose 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 | 91 | #5 of 365 | 5 | 2.8 | $663K | 98 | Under 3 |
| Gas stations | 87 | #7 of 536 | 18 | 10.0 | $3M | 124 | 14 |
| Gyms | 82 | #12 of 506 | 10 | 5.5 | $1.7M | 131 | 4 |
| Child care and preschools | 79 | #22 of 454 | 10 | 5.5 | $1M | 102 | 7 |
| Pizza | 78 | #25 of 520 | 11 | 6.1 | $5.9M | 117 | 29 |
| Gyms, studios and classes | 72 | #40 of 535 | 27 | 14.9 | $633K | 96 | 4 |
| Tire shops | 72 | #69 of 431 | 9 | 5.0 | $2.3M | 92 | 3 |
| Convenience stores | 72 | #73 of 529 | 15 | 8.3 | $7M | 88 | Under 3 |
| Grocery and convenience stores | 70 | #82 of 538 | 35 | 19.4 | $3M | 88 | 10 |
| Fast food and sandwich shops | 70 | #90 of 537 | 24 | 13.3 | $2.7M | 89 | 29 |
| Grocery stores | 69 | #75 of 506 | 8 | 4.4 | $13M | 140 | 9 |
| Property management | 66 | #35 of 180 | 5 | 2.8 | Index only | 110 | 8 |
| Martial arts and dance studios | 66 | #78 of 378 | 10 | 5.5 | $1.7M | 85 | Under 3 |
| Clothing, shoes and laundry | 65 | #139 of 536 | 30 | 16.6 | $1M | 114 | 5 |
| Clothing and shoe stores | 65 | #143 of 536 | 21 | 11.6 | $1.4M | 113 | 5 |
| Yoga, Pilates and fitness studios | 64 | #21 of 112 | 7 | 3.9 | $2.4M | 60 | 4 |
| Physical therapy | 60 | #129 of 400 | 7 | 3.9 | $3.1M | 129 | 8 |
| Restaurants and cafes | 60 | #171 of 538 | 185 | 102.4 | $353K | 95 | 75 |
| Collision repair and body shops | 59 | #117 of 387 | 9 | 5.0 | $2.3M | 74 | 5 |
| Sit-down restaurants | 59 | #176 of 538 | 94 | 52.0 | $695K | 105 | 34 |
| Mortgage brokers and lenders | 58 | #66 of 177 | 8 | 4.4 | Index only | 98 | Under 3 |
| Hair salons | 57 | #192 of 538 | 41 | 22.7 | $412K | 96 | 9 |
| Veterinarians | 55 | #167 of 398 | 10 | 5.5 | $1.6M | 59 | 6 |
| Insurance agencies | 54 | #227 of 537 | 28 | 15.5 | $1.4M | 108 | 19 |
| Barbershops | 53 | #181 of 377 | 12 | 6.6 | $1.4M | 75 | Under 3 |
| Pet businesses | 53 | #239 of 527 | 26 | 14.4 | $619K | 70 | 16 |
| Nail salons | 52 | #194 of 387 | 10 | 5.5 | $1.7M | 101 | 4 |
| Spas and skin care | 52 | #230 of 504 | 20 | 11.1 | $844K | 96 | Under 3 |
| Bakeries and dessert shops | 51 | #250 of 507 | 17 | 9.4 | $3.8M | 93 | 12 |
| Pet grooming and boarding | 49 | #205 of 387 | 10 | 5.5 | $1.6M | 63 | 10 |
| Salons, barbers and spas | 49 | #292 of 538 | 83 | 45.9 | $203K | 96 | 15 |
| Primary care and pediatrics | 46 | #267 of 458 | 14 | 7.7 | $1.5M | 87 | 33 |
| Coffee shops and cafes | 46 | #308 of 529 | 23 | 12.7 | $2.8M | 77 | 12 |
| Roofing and gutters | 45 | #177 of 288 | 7 | 3.9 | $6.8M | 80 | 9 |
| Optometrists and eye care | 45 | #249 of 400 | 9 | 5.0 | $2.4M | 77 | 5 |
| Auto repair and car care | 44 | #338 of 538 | 101 | 55.9 | $205K | 76 | 45 |
| Car washes and detailing | 42 | #290 of 441 | 12 | 6.6 | $1.7M | 68 | 11 |
| Auto repair shops | 42 | #359 of 538 | 65 | 36.0 | $318K | 72 | 29 |
| House cleaning | 40 | #96 of 142 | 5 | 2.8 | $4.4M | 69 | 16 |
| Real estate | 40 | #399 of 536 | 88 | 48.7 | Index only | 80 | 45 |
| Real estate agents and brokers | 39 | #409 of 533 | 74 | 41.0 | Index only | 76 | 32 |
| Landscaping and lawn care | 38 | #284 of 399 | 12 | 6.6 | $1.8M | 63 | 28 |
| Lawn, cleaning and pest control | 37 | #365 of 481 | 18 | 10.0 | $1.2M | 73 | 44 |
| Doctors, dentists and clinics | 37 | #393 of 538 | 155 | 85.8 | $140K | 92 | 86 |
| Electricians | 34 | #250 of 295 | 10 | 5.5 | $4.8M | 40 | 26 |
| HVAC and plumbing | 32 | #414 of 476 | 20 | 11.1 | $2.4M | 50 | 39 |
| Home repair trades | 32 | #461 of 526 | 37 | 20.5 | $1.3M | 53 | 74 |
| Chiropractors | 30 | #385 of 426 | 18 | 10.0 | $1.2M | 50 | 13 |
| Dentists and orthodontists | 28 | #470 of 526 | 39 | 21.6 | $556K | 57 | 27 |
| Pet stores | Not scored | Not scored | 3 | 1.7 | $5.4M | 119 | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.6 | $30.1M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 0.6 | $30.1M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $20.7M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.6 | $22.1M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.6 | $21.7M | Too few | Under 3 |
Household spending in the Montrose 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 | $20.7M | $1,144 | 119 |
| Gasoline and other fuels | $53.3M | $2,950 | 114 |
| Food away from home | $65.3M | $3,615 | 89 |
| Groceries | $104.3M | $5,771 | 91 |
| Personal care products and services | $16.9M | $935 | 93 |
| Child care and other personal services | $10.3M | $568 | 98 |
| Memberships, classes and admissions | $17.1M | $945 | 96 |
| Medical and dental services | $21.7M | $1,200 | 93 |
| Pets | $16.1M | $891 | 98 |
| Clothing, shoes and related services | $30.1M | $1,666 | 81 |
| Vehicle insurance | $37.9M | $2,097 | 107 |
| Home repairs, maintenance and insurance | $47.6M | $2,635 | 87 |
| Lawn care, cleaning and other household services | $22.1M | $1,222 | 86 |
| Rent and homeowner costs | $305.7M | $16,918 | 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 Montrose area
- Population, 2025 estimate
- 44,591+4.1% since 2020
- Households
- 18,069
- Median age
- 46.6
- Homes lived in by their owners
- 75%
- Vehicles per household
- 2.1
- Land area
- 2,241 sq. mi.
- People per square mile
- 20
- Median household income
- $72,120
- Average household income
- $89,726
- Median home value
- $388,400
- Jobs located here
- 15,713
- Daytime population
- 41,442Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Montrose 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 Montrose 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 Montrose area 1
- Montrose County, CO43,807 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
- Durango, CO area56,331 people
- Edwards, CO area55,135 people
- Cañon City, CO area49,634 people
- Breckenridge, CO area38,397 people
Questions
How fast is the Montrose, CO area growing?
Population estimates put the Montrose area at 44,591 people in 2025, up 4.1% since 2020, faster than the U.S. (+3.1%). It has 18,069 households.
How much do households in the Montrose, CO area spend?
Households in the Montrose area spend about $305.7M a year on rent and homeowner costs, $104.3M on groceries and $65.3M on food away from home. Set against the U.S., households in the Montrose area spend the most on vehicle maintenance and repairs (an index of 119, where 100 is the U.S. average) and the least on clothing, shoes and related services (81).
Which business types have the highest market scores in the Montrose, CO area?
The highest Groundwork market scores in the Montrose area are for funeral homes (91), gas stations (87) and gyms (82). The Montrose area ranks #5 of 365 scored small-town markets for funeral homes.
How does the Montrose, CO area compare with the U.S.?
The median household income in the Montrose area is $72,120 a year, 11% below the U.S. median of $80,734. The population rose 4.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $388,400, against $332,700 for the U.S. For its number of households, the Montrose area has the most map listings, relative to the U.S., for electricians (2.2 times the U.S. rate) and the fewest for clothing, shoe and laundry businesses (29% 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. 49 of the 56 business types have a score in the Montrose 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 Montrose 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 Colorado · Every U.S. market · How we measure
Screening a site or an acquisition in the Montrose 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 Montrose 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.