Small-town market profile · Colorado
Rifle, CO area market data
How the Rifle area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 80,099
- +1.2% since 2020
- Households
- 32,619
- Median household income
- $95,635
- Median home value
- $595,100
- Jobs located here
- 42,438
- Highest market score
- 83
- Pet stores, #10 of 220 scored small-town markets
A site report maps the competitors on map listings around any address in the Rifle area by name and distance, and the households and spending within reach. Or open the report at the center of the Rifle 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 Rifle area has an estimated 80,099 people and 32,619 households. Population estimates put the population change in the Rifle area from 2020 to 2025 at +1.2%, slower than the U.S. (+3.1%). Median household income in the Rifle area is $95,635, 18% above the U.S. median of $80,734.
Relative to the U.S., household spending in the Rifle area runs highest on child care and other personal services (an index of 135, where 100 is the U.S. average) and lowest on clothing, shoes and related services (95).
Of the business types scored in the Rifle area, pet stores (83), convenience stores (83) and barbershops (82) have the highest Groundwork market scores. For pet stores, that ranks #10 of 220 scored small-town markets.
The Rifle area takes in 2 counties: Garfield County and Pitkin County. Against the U.S., map listings per household run highest for yoga, Pilates and fitness studios (4 times the U.S. rate) and lowest for barbershops (36% below the U.S. rate).
All 56 business types in the Rifle area
Highest Groundwork market score first. Each score compares the Rifle 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 |
|---|---|---|---|---|---|---|---|
| Pet stores | 83 | #10 of 220 | 7 | 2.1 | $5M | 111 | 3 |
| Convenience stores | 83 | #11 of 529 | 27 | 8.3 | $7.7M | 98 | 3 |
| Barbershops | 82 | #23 of 377 | 11 | 3.4 | $3.3M | 173 | Under 3 |
| Optometrists and eye care | 78 | #21 of 400 | 9 | 2.8 | $5M | 161 | 6 |
| Nail salons | 77 | #18 of 387 | 7 | 2.1 | $5.1M | 306 | 6 |
| Car washes and detailing | 76 | #32 of 441 | 9 | 2.8 | $4.2M | 167 | 6 |
| Tire shops | 76 | #45 of 431 | 11 | 3.4 | $3.4M | 137 | 6 |
| Child care and preschools | 72 | #57 of 454 | 13 | 4.0 | $2M | 196 | 23 |
| Grocery and convenience stores | 72 | #61 of 538 | 75 | 23.0 | $2.8M | 82 | 16 |
| Collision repair and body shops | 67 | #71 of 387 | 8 | 2.5 | $4.7M | 153 | 14 |
| Pet grooming and boarding | 66 | #73 of 387 | 11 | 3.4 | $3.2M | 126 | 13 |
| Primary care and pediatrics | 66 | #108 of 458 | 16 | 4.9 | $2.8M | 159 | 49 |
| Auto repair and car care | 62 | #159 of 538 | 126 | 38.6 | $300K | 112 | 71 |
| Fast food and sandwich shops | 62 | #161 of 537 | 44 | 13.5 | $3.2M | 105 | 73 |
| Pet businesses | 60 | #145 of 527 | 43 | 13.2 | $820K | 93 | 37 |
| Martial arts and dance studios | 59 | #126 of 378 | 18 | 5.5 | $2.3M | 116 | 22 |
| Gas stations | 58 | #190 of 536 | 60 | 18.4 | $1.6M | 66 | 32 |
| Roofing and gutters | 57 | #101 of 288 | 10 | 3.1 | $10M | 119 | 20 |
| Grocery stores | 57 | #198 of 506 | 30 | 9.2 | $7M | 75 | 13 |
| Pizza | 55 | #210 of 520 | 34 | 10.4 | $4.2M | 82 | 73 |
| Auto repair shops | 54 | #232 of 538 | 84 | 25.8 | $450K | 101 | 54 |
| Physical therapy | 53 | #183 of 400 | 16 | 4.9 | $2.8M | 118 | 21 |
| HVAC and plumbing | 53 | #201 of 476 | 22 | 6.7 | $4.6M | 96 | 97 |
| Hair salons | 53 | #242 of 538 | 81 | 24.8 | $442K | 103 | 34 |
| Gyms | 49 | #267 of 506 | 40 | 12.3 | $1M | 81 | 20 |
| Bakeries and dessert shops | 49 | #272 of 507 | 36 | 11.0 | $3.9M | 95 | 29 |
| Insurance agencies | 48 | #282 of 537 | 49 | 15.0 | $1.4M | 108 | 35 |
| Doctors, dentists and clinics | 48 | #289 of 538 | 263 | 80.6 | $173K | 113 | 128 |
| Salons, barbers and spas | 47 | #314 of 538 | 161 | 49.4 | $223K | 105 | 64 |
| Mortgage brokers and lenders | 44 | #113 of 177 | 17 | 5.2 | Index only | 95 | 14 |
| Veterinarians | 42 | #252 of 398 | 22 | 6.7 | $1.6M | 59 | 21 |
| Dentists and orthodontists | 42 | #347 of 526 | 45 | 13.8 | $1M | 103 | 34 |
| Chiropractors | 40 | #290 of 426 | 29 | 8.9 | $1.6M | 65 | 18 |
| Coffee shops and cafes | 40 | #376 of 529 | 62 | 19.0 | $2.3M | 61 | 25 |
| Home repair trades | 40 | #379 of 526 | 56 | 17.2 | $1.8M | 74 | 210 |
| Gyms, studios and classes | 39 | #403 of 535 | 89 | 27.3 | $472K | 71 | 42 |
| Property management | 36 | #147 of 180 | 22 | 6.7 | Index only | 51 | 116 |
| Restaurants and cafes | 34 | #433 of 538 | 604 | 185.2 | $234K | 63 | 253 |
| Landscaping and lawn care | 33 | #329 of 399 | 33 | 10.1 | $1.4M | 48 | 93 |
| Spas and skin care | 33 | #426 of 504 | 60 | 18.4 | $597K | 68 | 22 |
| Sit-down restaurants | 33 | #450 of 538 | 371 | 113.7 | $381K | 57 | 154 |
| Yoga, Pilates and fitness studios | 32 | #99 of 112 | 31 | 9.5 | $1.4M | 33 | 20 |
| Electricians | 32 | #260 of 295 | 24 | 7.4 | $4.2M | 35 | 93 |
| Lawn, cleaning and pest control | 32 | #421 of 481 | 53 | 16.2 | $875K | 52 | 146 |
| Real estate agents and brokers | 32 | #492 of 533 | 241 | 73.9 | Index only | 48 | 232 |
| Real estate | 32 | #496 of 536 | 282 | 86.5 | Index only | 51 | 403 |
| House cleaning | 31 | #121 of 142 | 17 | 5.2 | $2.7M | 43 | 50 |
| Clothing, shoes and laundry | 30 | #446 of 536 | 198 | 60.7 | $323K | 37 | 81 |
| Clothing and shoe stores | 30 | #446 of 536 | 136 | 41.7 | $471K | 37 | 75 |
| Dry cleaners | Not scored | Not scored | 5 | 1.5 | $12.8M | 82 | 6 |
| Laundromats | Not scored | Not scored | 3 | 0.9 | $21.3M | 171 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 0.9 | $15.5M | 151 | 3 |
| Funeral homes | Not scored | Not scored | 2 | 0.6 | $2M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.6 | Index only | Too few | 6 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.3 | $45.4M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in the Rifle 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 | $37.8M | $1,159 | 121 |
| Gasoline and other fuels | $94.3M | $2,890 | 111 |
| Food away from home | $141.2M | $4,329 | 106 |
| Groceries | $208.6M | $6,395 | 101 |
| Personal care products and services | $35.8M | $1,099 | 109 |
| Child care and other personal services | $25.5M | $782 | 135 |
| Memberships, classes and admissions | $42M | $1,287 | 131 |
| Medical and dental services | $45.4M | $1,393 | 108 |
| Pets | $35.2M | $1,081 | 119 |
| Clothing, shoes and related services | $64M | $1,963 | 95 |
| Vehicle insurance | $66.5M | $2,038 | 104 |
| Home repairs, maintenance and insurance | $100.4M | $3,079 | 102 |
| Lawn care, cleaning and other household services | $46.4M | $1,421 | 101 |
| Rent and homeowner costs | $627.1M | $19,225 | 115 |
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 Rifle area
- Population, 2025 estimate
- 80,099+1.2% since 2020
- Households
- 32,619
- Median age
- 40.1
- Homes lived in by their owners
- 68%
- Vehicles per household
- 2.0
- Land area
- 3,918 sq. mi.
- People per square mile
- 20
- Median household income
- $95,635
- Average household income
- $136,246
- Median home value
- $595,100
- Jobs located here
- 42,438
- Daytime population
- 79,095Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rifle 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 Rifle 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 Rifle area 2
- Garfield County, CO62,479 people
- Pitkin County, CO16,985 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
- Durango, CO area56,331 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 Rifle, CO area growing?
Population estimates put the Rifle area at 80,099 people in 2025, up 1.2% since 2020, slower than the U.S. (+3.1%). It has 32,619 households.
How much do households in the Rifle, CO area spend?
Households in the Rifle area spend about $627.1M a year on rent and homeowner costs, $208.6M on groceries and $141.2M on food away from home. Set against the U.S., households in the Rifle area spend the most on child care and other personal services (an index of 135, where 100 is the U.S. average) and the least on clothing, shoes and related services (95).
Which business types have the highest market scores in the Rifle, CO area?
The highest Groundwork market scores in the Rifle area are for pet stores (83), convenience stores (83) and barbershops (82). The Rifle area ranks #10 of 220 scored small-town markets for pet stores.
How does the Rifle, CO area compare with the U.S.?
The median household income in the Rifle area is $95,635 a year, 18% above the U.S. median of $80,734. The population rose 1.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $595,100, against $332,700 for the U.S. For its number of households, the Rifle area has the most map listings, relative to the U.S., for yoga, Pilates and fitness studios (4 times the U.S. rate) and the fewest for barbershops (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. 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 Rifle 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 Rifle 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 Rifle 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 Rifle 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.