County profile · Idaho
Latah County, ID market data
Population, household spending and competition for 56 business types in Latah County, each scored against other counties.
- Population, 2025
- 41,842
- +5.6% since 2020
- Households
- 16,270
- Median household income
- $65,424
- +33.1% vs. 2015–2019, before inflation
- Median home value
- $368,600
- Jobs located here
- 14,414
- Highest market score
- 83
- Auto repair and car care, #81 of 2,401 scored counties
A site report maps the competitors on map listings around any address in Latah County by name and distance, and the households and spending within reach. Or open the report at the center of Latah County. 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 41,842 people live in Latah County, in 16,270 households. Between 2020 and 2025, the population of Latah County grew 5.6%, faster than the U.S. (+3.1%). The median household income in Latah County is $65,424 a year, 19% below the U.S. median of $80,734. That rose 33.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Latah County spend the most on vehicle maintenance and repairs (an index of 114, where 100 is the U.S. average) and the least on clothing, shoes and related services (78).
The highest Groundwork market scores in Latah County are for auto repair and car care businesses (83), pet businesses (82) and auto repair shops (81). Latah County ranks #81 of 2,401 scored counties for auto repair and car care businesses.
Latah County is part of the Moscow area. For its number of households, Latah County has the most map listings, relative to the U.S., for coffee shops and cafes (90% above the U.S. rate) and the fewest for hair salons (42% below the U.S. rate).
All 56 business types in Latah County
Highest Groundwork market score first. Each score compares Latah County with other counties 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 counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Auto repair and car care | 83 | #81 of 2,401 | 41 | 25.2 | $432K | 161 | 17 |
| Pet businesses | 82 | #52 of 2,200 | 13 | 8.0 | $1.1M | 122 | 5 |
| Auto repair shops | 81 | #98 of 2,378 | 23 | 14.1 | $770K | 173 | 14 |
| Tire shops | 80 | #100 of 1,530 | 5 | 3.1 | $3.5M | 142 | Under 3 |
| HVAC and plumbing | 75 | #115 of 1,707 | 6 | 3.7 | $6.9M | 145 | 9 |
| Gas stations | 74 | #300 of 2,358 | 17 | 10.4 | $2.7M | 114 | 11 |
| Hair salons | 73 | #203 of 2,339 | 22 | 13.5 | $668K | 155 | 7 |
| Mortgage brokers and lenders | 67 | #152 of 887 | 5 | 3.1 | Index only | 137 | Under 3 |
| Gyms | 67 | #278 of 1,792 | 7 | 4.3 | $2M | 157 | 7 |
| Landscaping and lawn care | 63 | #401 of 1,493 | 6 | 3.7 | $3.2M | 110 | 13 |
| Insurance agencies | 63 | #690 of 2,272 | 17 | 10.4 | $1.9M | 153 | 15 |
| Primary care and pediatrics | 62 | #453 of 1,656 | 7 | 4.3 | $2.7M | 152 | 25 |
| Lawn, cleaning and pest control | 60 | #486 of 1,771 | 8 | 4.9 | $2.4M | 143 | 27 |
| Salons, barbers and spas | 60 | #637 of 2,385 | 45 | 27.7 | $327K | 154 | 17 |
| Gyms, studios and classes | 56 | #767 of 2,088 | 19 | 11.7 | $755K | 114 | 17 |
| Sit-down restaurants | 55 | #956 of 2,405 | 76 | 46.7 | $748K | 113 | 29 |
| Veterinarians | 54 | #648 of 1,485 | 7 | 4.3 | $2M | 73 | 5 |
| Home repair trades | 54 | #844 of 2,057 | 17 | 10.4 | $2.4M | 100 | 28 |
| Pizza | 54 | #862 of 2,090 | 12 | 7.4 | $4.7M | 93 | 33 |
| Clothing and shoe stores | 54 | #886 of 2,087 | 16 | 9.8 | $1.6M | 129 | 9 |
| Dentists and orthodontists | 53 | #824 of 1,886 | 15 | 9.2 | $1.3M | 129 | 14 |
| Clothing, shoes and laundry | 53 | #1,010 of 2,210 | 24 | 14.8 | $1.1M | 124 | 9 |
| Grocery and convenience stores | 52 | #1,119 of 2,402 | 33 | 20.3 | $2.8M | 82 | 12 |
| Chiropractors | 51 | #710 of 1,490 | 9 | 5.5 | $2.1M | 88 | 5 |
| Child care and preschools | 51 | #800 of 1,611 | 11 | 6.8 | $800K | 80 | 13 |
| Doctors, dentists and clinics | 51 | #1,131 of 2,394 | 95 | 58.4 | $200K | 131 | 47 |
| Real estate agents and brokers | 48 | #1,171 of 2,176 | 40 | 24.6 | Index only | 123 | 25 |
| Property management | 47 | #502 of 910 | 6 | 3.7 | Index only | 80 | 10 |
| Real estate | 47 | #1,237 of 2,229 | 53 | 32.6 | Index only | 117 | 38 |
| Optometrists and eye care | 46 | #782 of 1,302 | 8 | 4.9 | $2.4M | 76 | 3 |
| Fast food and sandwich shops | 46 | #1,313 of 2,222 | 23 | 14.1 | $2.5M | 81 | 33 |
| Spas and skin care | 45 | #1,050 of 1,769 | 13 | 8.0 | $1.1M | 129 | 8 |
| Bakeries and dessert shops | 42 | #1,214 of 1,889 | 14 | 8.6 | $4.1M | 98 | 16 |
| Restaurants and cafes | 39 | #1,669 of 2,405 | 177 | 108.8 | $321K | 87 | 78 |
| Martial arts and dance studios | 34 | #1,066 of 1,334 | 11 | 6.8 | $1.3M | 65 | 10 |
| Grocery stores | 34 | #1,547 of 2,070 | 18 | 11.1 | $5.1M | 55 | 10 |
| Electricians | 33 | #943 of 1,160 | 7 | 4.3 | $5.9M | 49 | 13 |
| Coffee shops and cafes | 28 | #1,828 of 2,063 | 34 | 20.9 | $1.7M | 45 | 16 |
| Barbershops | Not scored | Not scored | 4 | 2.5 | $3.7M | 195 | Under 3 |
| Convenience stores | Not scored | Not scored | 4 | 2.5 | $23M | 292 | Under 3 |
| Nail salons | Not scored | Not scored | 4 | 2.5 | $3.7M | 220 | Under 3 |
| Physical therapy | Not scored | Not scored | 4 | 2.5 | $4.7M | 197 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 4 | 2.5 | $10.3M | 122 | 6 |
| Car washes and detailing | Not scored | Not scored | 3 | 1.8 | $5.9M | 234 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 3 | 1.8 | $5.9M | 192 | 4 |
| Pet stores | Not scored | Not scored | 3 | 1.8 | $4.6M | 102 | Under 3 |
| Dry cleaners | Not scored | Not scored | 2 | 1.2 | $13.1M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 1.2 | Index only | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 1.2 | $9.6M | Too few | 14 |
| Laundromats | Not scored | Not scored | 2 | 1.2 | $13.1M | Too few | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 2 | 1.2 | $7M | Too few | Under 3 |
| Funeral homes | Not scored | Not scored | 1 | 0.6 | $1.9M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $17.7M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.6 | $14.3M | Too few | 7 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Latah County
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 | $17.7M | $1,089 | 114 |
| Gasoline and other fuels | $46.1M | $2,831 | 109 |
| Food away from home | $56.8M | $3,494 | 86 |
| Groceries | $92M | $5,654 | 89 |
| Personal care products and services | $14.7M | $904 | 90 |
| Child care and other personal services | $8.8M | $541 | 93 |
| Memberships, classes and admissions | $14.3M | $882 | 90 |
| Medical and dental services | $19M | $1,165 | 90 |
| Pets | $13.9M | $855 | 94 |
| Clothing, shoes and related services | $26.2M | $1,612 | 78 |
| Vehicle insurance | $32.7M | $2,008 | 103 |
| Home repairs, maintenance and insurance | $41.2M | $2,535 | 84 |
| Lawn care, cleaning and other household services | $19.2M | $1,183 | 84 |
| Rent and homeowner costs | $267.7M | $16,456 | 99 |
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 Latah County
- Population, 2025 estimate
- 41,842+5.6% since 2020
- Households
- 16,270
- Median age
- 35.8
- Homes lived in by their owners
- 59%
- Vehicles per household
- 2.0
- Land area
- 1,080 sq. mi.
- People per square mile
- 38
- Median household income
- $65,424+33.1% vs. 2015–2019, before inflation
- Average household income
- $88,649
- Median home value
- $368,600
- Jobs located here
- 14,414
- Daytime population
- 38,792Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Latah County?
These figures cover the whole county. 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 Latah County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
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- Lewis County, ID3,682 people
- Idaho County, ID17,432 people
- Shoshone County, ID13,785 people
- Kootenai County, ID181,996 people
- Bonner County, ID51,049 people
Questions
How fast is Latah County, ID growing?
Population estimates put Latah County at 41,842 people in 2025, up 5.6% since 2020, faster than the U.S. (+3.1%). It has 16,270 households. Against the 2015–2019 survey, median household income rose 33.1%, before inflation.
How much do households in Latah County, ID spend?
Households in Latah County spend about $267.7M a year on rent and homeowner costs, $92M on groceries and $56.8M on food away from home. Relative to the U.S., household spending in Latah County runs highest on vehicle maintenance and repairs (an index of 114, where 100 is the U.S. average) and lowest on clothing, shoes and related services (78).
Which business types have the highest market scores in Latah County, ID?
Of the business types scored in Latah County, auto repair and car care businesses (83), pet businesses (82) and auto repair shops (81) have the highest Groundwork market scores. For auto repair and car care businesses, that ranks #81 of 2,401 scored counties.
How does Latah County, ID compare with the U.S.?
Median household income in Latah County is $65,424, 19% below the U.S. median of $80,734. The population rose 5.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $368,600, against $332,700 for the U.S. Against the U.S., map listings per household run highest for coffee shops and cafes (90% above the U.S. rate) and lowest for hair salons (42% 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. 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. 38 of the 56 business types have a score in Latah County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Latah County. 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 Latah County?
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 Latah County. 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.