Small-town market profile · Idaho
Mountain Home, ID area market data
Population, household spending and competition for 56 business types in the Mountain Home area, each scored against other small-town markets.
- Population, 2025
- 29,465
- +2.8% since 2020
- Households
- 11,067
- Median household income
- $65,359
- +39.5% vs. 2015–2019, before inflation
- Median home value
- $316,500
- Jobs located here
- 6,488
- Highest market score
- 88
- Auto repair shops, #4 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Mountain Home area by name and distance, and the households and spending within reach. Or open the report at the center of the Mountain Home 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 29,465 people live in the Mountain Home area, in 11,067 households. Population estimates show the Mountain Home area grew 2.8% from 2020 to 2025, in step with the U.S. (+3.1%). The median household income in the Mountain Home area is $65,359 a year, 19% below the U.S. median of $80,734. That rose 39.5% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Mountain Home area spend the most on vehicle maintenance and repairs (an index of 118, where 100 is the U.S. average) and the least on clothing, shoes and related services (78).
The highest Groundwork market scores in the Mountain Home area are for auto repair shops (88), gas stations (83) and auto repair and car care businesses (78). The Mountain Home area ranks #4 of 538 scored small-town markets for auto repair shops.
The Mountain Home area is made up of one county, Elmore County. For its number of households, the Mountain Home area has the most map listings, relative to the U.S., for coffee shops and cafes (48% above the U.S. rate) and the fewest for clothing, shoe and laundry businesses (58% below the U.S. rate).
All 56 business types in the Mountain Home area
Highest Groundwork market score first. Each score compares the Mountain Home 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 shops | 88 | #4 of 538 | 19 | 17.2 | $658K | 148 | 7 |
| Gas stations | 83 | #18 of 536 | 12 | 10.8 | $2.7M | 115 | 9 |
| Auto repair and car care | 78 | #33 of 538 | 47 | 42.5 | $266K | 99 | 11 |
| Salons, barbers and spas | 77 | #19 of 538 | 35 | 31.6 | $286K | 134 | 3 |
| Spas and skin care | 74 | #30 of 504 | 6 | 5.4 | $1.7M | 190 | Under 3 |
| Home repair trades | 74 | #31 of 526 | 10 | 9.0 | $2.8M | 116 | 10 |
| Doctors, dentists and clinics | 74 | #61 of 538 | 60 | 54.2 | $216K | 141 | 14 |
| Grocery and convenience stores | 72 | #59 of 538 | 20 | 18.1 | $3.1M | 93 | 5 |
| Insurance agencies | 72 | #89 of 537 | 11 | 9.9 | $2.1M | 170 | 10 |
| Sit-down restaurants | 71 | #67 of 538 | 43 | 38.9 | $895K | 135 | 18 |
| Clothing and shoe stores | 69 | #104 of 536 | 6 | 5.4 | $2.9M | 231 | Under 3 |
| Pet businesses | 67 | #78 of 527 | 9 | 8.1 | $1M | 119 | 8 |
| Pizza | 66 | #105 of 520 | 6 | 5.4 | $6.4M | 126 | 22 |
| Convenience stores | 66 | #122 of 529 | 9 | 8.1 | $7M | 89 | Under 3 |
| Clothing, shoes and laundry | 66 | #123 of 536 | 11 | 9.9 | $1.6M | 182 | Under 3 |
| Real estate agents and brokers | 65 | #84 of 533 | 18 | 16.3 | Index only | 185 | 8 |
| Gyms, studios and classes | 65 | #98 of 535 | 15 | 13.6 | $620K | 94 | Under 3 |
| Dentists and orthodontists | 65 | #120 of 526 | 9 | 8.1 | $1.4M | 146 | 6 |
| Hair salons | 61 | #147 of 538 | 25 | 22.6 | $400K | 93 | 3 |
| Collision repair and body shops | 60 | #115 of 387 | 5 | 4.5 | $2.5M | 81 | 3 |
| Bakeries and dessert shops | 59 | #158 of 507 | 8 | 7.2 | $4.8M | 116 | 6 |
| Gyms | 57 | #187 of 506 | 10 | 9.0 | $930K | 71 | Under 3 |
| Grocery stores | 57 | #192 of 506 | 7 | 6.3 | $9M | 97 | 5 |
| Lawn, cleaning and pest control | 56 | #174 of 481 | 6 | 5.4 | $2.2M | 130 | 18 |
| Real estate | 54 | #219 of 536 | 32 | 28.9 | Index only | 131 | 12 |
| Restaurants and cafes | 54 | #227 of 538 | 110 | 99.4 | $350K | 94 | 46 |
| Car washes and detailing | 49 | #229 of 441 | 8 | 7.2 | $1.6M | 62 | Under 3 |
| Child care and preschools | 48 | #245 of 454 | 8 | 7.2 | $689K | 69 | 13 |
| Property management | 47 | #102 of 180 | 6 | 5.4 | Index only | 54 | Under 3 |
| Fast food and sandwich shops | 42 | #354 of 537 | 19 | 17.2 | $2M | 66 | 22 |
| Coffee shops and cafes | 40 | #377 of 529 | 18 | 16.3 | $2.1M | 58 | 6 |
| Mortgage brokers and lenders | 33 | #144 of 177 | 8 | 7.2 | Index only | 58 | 4 |
| Barbershops | Not scored | Not scored | 4 | 3.6 | $2.5M | 133 | Under 3 |
| Electricians | Not scored | Not scored | 4 | 3.6 | $7M | 59 | 3 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 3.6 | $2.3M | 115 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 4 | 3.6 | $3.2M | 103 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 3.6 | $2.3M | 92 | 4 |
| Tire shops | Not scored | Not scored | 4 | 3.6 | $3.1M | 125 | Under 3 |
| Chiropractors | Not scored | Not scored | 3 | 2.7 | $4.3M | 180 | Under 3 |
| HVAC and plumbing | Not scored | Not scored | 3 | 2.7 | $9.4M | 197 | 7 |
| Landscaping and lawn care | Not scored | Not scored | 3 | 2.7 | $4.4M | 149 | 11 |
| Physical therapy | Not scored | Not scored | 3 | 2.7 | $4.3M | 179 | 5 |
| Primary care and pediatrics | Not scored | Not scored | 3 | 2.7 | $4.3M | 242 | 3 |
| Roofing and gutters | Not scored | Not scored | 3 | 2.7 | $9.4M | 111 | Under 3 |
| Veterinarians | Not scored | Not scored | 3 | 2.7 | $3.1M | 115 | 4 |
| Laundromats | Not scored | Not scored | 2 | 1.8 | $8.8M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.8 | $6.3M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.8 | $6.5M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.9 | $17.6M | Too few | Under 3 |
| Funeral homes | Not scored | Not scored | 1 | 0.9 | $1.4M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.9 | $13.1M | Too few | 7 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.9 | $9.3M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Nail salons | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pet stores | 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 Mountain Home 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 | $12.5M | $1,130 | 118 |
| Gasoline and other fuels | $32.9M | $2,969 | 114 |
| Food away from home | $38.5M | $3,478 | 85 |
| Groceries | $62.8M | $5,673 | 90 |
| Personal care products and services | $10M | $904 | 90 |
| Child care and other personal services | $5.5M | $498 | 86 |
| Memberships, classes and admissions | $9.3M | $840 | 85 |
| Medical and dental services | $12.9M | $1,168 | 91 |
| Pets | $9.4M | $847 | 93 |
| Clothing, shoes and related services | $17.6M | $1,593 | 78 |
| Vehicle insurance | $23.5M | $2,125 | 109 |
| Home repairs, maintenance and insurance | $28.1M | $2,541 | 84 |
| Lawn care, cleaning and other household services | $13.1M | $1,182 | 84 |
| Rent and homeowner costs | $181.5M | $16,400 | 98 |
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 Mountain Home area
- Population, 2025 estimate
- 29,465+2.8% since 2020
- Households
- 11,067
- Median age
- 35.5
- Homes lived in by their owners
- 66%
- Vehicles per household
- 2.1
- Land area
- 3,075 sq. mi.
- People per square mile
- 10
- Median household income
- $65,359+39.5% vs. 2015–2019, before inflation
- Average household income
- $82,615
- Median home value
- $316,500
- Jobs located here
- 6,488
- Daytime population
- 25,305Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Mountain Home 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 Mountain Home 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 Mountain Home area 1
- Elmore County, ID29,321 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
- Moscow, ID area41,049 people
- Hailey, ID area31,433 people
Questions
How fast is the Mountain Home, ID area growing?
Population estimates put the Mountain Home area at 29,465 people in 2025, up 2.8% since 2020, in step with the U.S. (+3.1%). It has 11,067 households. Against the 2015–2019 survey, median household income rose 39.5%, before inflation.
How much do households in the Mountain Home, ID area spend?
Households in the Mountain Home area spend about $181.5M a year on rent and homeowner costs, $62.8M on groceries and $38.5M on food away from home. Relative to the U.S., household spending in the Mountain Home area runs highest on vehicle maintenance and repairs (an index of 118, 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 Mountain Home, ID area?
Of the business types scored in the Mountain Home area, auto repair shops (88), gas stations (83) and auto repair and car care businesses (78) have the highest Groundwork market scores. For auto repair shops, that ranks #4 of 538 scored small-town markets.
How does the Mountain Home, ID area compare with the U.S.?
Median household income in the Mountain Home area is $65,359, 19% below the U.S. median of $80,734. The population rose 2.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $316,500, against $332,700 for the U.S. Against the U.S., map listings per household run highest for coffee shops and cafes (48% above the U.S. rate) and lowest for clothing, shoe and laundry businesses (58% 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. 32 of the 56 business types have a score in the Mountain Home 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 Mountain Home 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 Mountain Home 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 Mountain Home 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.