Small-town market profile · Idaho
Moscow, ID area market data
Population, household spending and competition for 56 business types in the Moscow area, each scored against other small-town markets.
- 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
- 89
- Auto repair and car care, #3 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Moscow area by name and distance, and the households and spending within reach. Or open the report at the center of the Moscow 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 41,842 people live in the Moscow area, in 16,270 households. Population estimates show the Moscow area grew 5.6% from 2020 to 2025, faster than the U.S. (+3.1%). The median household income in the Moscow area 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 the Moscow area 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 the Moscow area are for auto repair and car care businesses (89), pet businesses (86) and auto repair shops (85). The Moscow area ranks #3 of 538 scored small-town markets for auto repair and car care businesses.
The Moscow area is made up of one county, Latah County. For its number of households, the Moscow area 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 the Moscow area
Highest Groundwork market score first. Each score compares the Moscow 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 |
|---|---|---|---|---|---|---|---|
| Auto repair and car care | 89 | #3 of 538 | 41 | 25.2 | $432K | 161 | 17 |
| Pet businesses | 86 | #7 of 527 | 13 | 8.0 | $1.1M | 122 | 5 |
| Auto repair shops | 85 | #8 of 538 | 23 | 14.1 | $770K | 173 | 14 |
| Tire shops | 85 | #9 of 431 | 5 | 3.1 | $3.5M | 142 | Under 3 |
| Gas stations | 82 | #22 of 536 | 17 | 10.4 | $2.7M | 114 | 11 |
| HVAC and plumbing | 80 | #15 of 476 | 6 | 3.7 | $6.9M | 145 | 9 |
| Hair salons | 74 | #34 of 538 | 22 | 13.5 | $668K | 155 | 7 |
| Mortgage brokers and lenders | 72 | #20 of 177 | 5 | 3.1 | Index only | 137 | Under 3 |
| Gyms | 71 | #42 of 506 | 7 | 4.3 | $2M | 157 | 7 |
| Insurance agencies | 70 | #100 of 537 | 17 | 10.4 | $1.9M | 153 | 15 |
| Veterinarians | 66 | #91 of 398 | 7 | 4.3 | $2M | 73 | 5 |
| Salons, barbers and spas | 64 | #92 of 538 | 45 | 27.7 | $327K | 154 | 17 |
| Landscaping and lawn care | 64 | #98 of 399 | 6 | 3.7 | $3.2M | 110 | 13 |
| Sit-down restaurants | 64 | #124 of 538 | 76 | 46.7 | $748K | 113 | 29 |
| Primary care and pediatrics | 63 | #122 of 458 | 7 | 4.3 | $2.7M | 152 | 25 |
| Gyms, studios and classes | 62 | #127 of 535 | 19 | 11.7 | $755K | 114 | 17 |
| Lawn, cleaning and pest control | 61 | #125 of 481 | 8 | 4.9 | $2.4M | 143 | 27 |
| Pizza | 60 | #151 of 520 | 12 | 7.4 | $4.7M | 93 | 33 |
| Clothing and shoe stores | 60 | #178 of 536 | 16 | 9.8 | $1.6M | 129 | 9 |
| Home repair trades | 59 | #154 of 526 | 17 | 10.4 | $2.4M | 100 | 28 |
| Child care and preschools | 59 | #160 of 454 | 11 | 6.8 | $800K | 80 | 13 |
| Clothing, shoes and laundry | 59 | #191 of 536 | 24 | 14.8 | $1.1M | 124 | 9 |
| Doctors, dentists and clinics | 58 | #192 of 538 | 95 | 58.4 | $200K | 131 | 47 |
| Grocery and convenience stores | 58 | #199 of 538 | 33 | 20.3 | $2.8M | 82 | 12 |
| Property management | 54 | #78 of 180 | 6 | 3.7 | Index only | 80 | 10 |
| Optometrists and eye care | 54 | #176 of 400 | 8 | 4.9 | $2.4M | 76 | 3 |
| Chiropractors | 54 | #180 of 426 | 9 | 5.5 | $2.1M | 88 | 5 |
| Fast food and sandwich shops | 54 | #243 of 537 | 23 | 14.1 | $2.5M | 81 | 33 |
| Dentists and orthodontists | 52 | #238 of 526 | 15 | 9.2 | $1.3M | 129 | 14 |
| Spas and skin care | 48 | #271 of 504 | 13 | 8.0 | $1.1M | 129 | 8 |
| Bakeries and dessert shops | 47 | #284 of 507 | 14 | 8.6 | $4.1M | 98 | 16 |
| Real estate agents and brokers | 47 | #307 of 533 | 40 | 24.6 | Index only | 123 | 25 |
| Restaurants and cafes | 46 | #311 of 538 | 177 | 108.8 | $321K | 87 | 78 |
| Real estate | 45 | #324 of 536 | 53 | 32.6 | Index only | 117 | 38 |
| Electricians | 44 | #191 of 295 | 7 | 4.3 | $5.9M | 49 | 13 |
| Martial arts and dance studios | 42 | #250 of 378 | 11 | 6.8 | $1.3M | 65 | 10 |
| Grocery stores | 35 | #397 of 506 | 18 | 11.1 | $5.1M | 55 | 10 |
| Coffee shops and cafes | 33 | #448 of 529 | 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 the Moscow 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 | $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 the Moscow area
- 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 the Moscow 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 Moscow 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 Moscow area 1
- Latah County, ID41,049 people
Other markets based in Idaho 12
- Boise City, ID metro area811,115 people
- Coeur d’Alene, ID metro area181,996 people
- Idaho Falls, ID metro area165,361 people
- Twin Falls, ID metro area118,907 people
- Pocatello, ID metro area89,454 people
- Lewiston, ID-WA metro area65,164 people
- Rexburg, ID area68,561 people
- Sandpoint, ID area51,049 people
- Blackfoot, ID area49,664 people
- Burley, ID area47,691 people
- Hailey, ID area31,433 people
- Mountain Home, ID area29,321 people
Questions
How fast is the Moscow, ID area growing?
Population estimates put the Moscow area 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 the Moscow, ID area spend?
Households in the Moscow area 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 the Moscow area 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 the Moscow, ID area?
Of the business types scored in the Moscow area, auto repair and car care businesses (89), pet businesses (86) and auto repair shops (85) have the highest Groundwork market scores. For auto repair and car care businesses, that ranks #3 of 538 scored small-town markets.
How does the Moscow, ID area compare with the U.S.?
Median household income in the Moscow area 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. 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. 38 of the 56 business types have a score in the Moscow 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 Moscow 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 Idaho · Every U.S. market · How we measure
Screening a site or an acquisition in the Moscow 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 Moscow 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.