Small-town market profile · Idaho
Rexburg, ID area market data
How the Rexburg area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 69,380
- +4.5% since 2020
- Households
- 17,980
- Median household income
- $61,940
- +42.0% vs. 2015–2019, before inflation
- Median home value
- $372,900
- Jobs located here
- 20,157
- Highest market score
- 79
- Child care and preschools, #25 of 454 scored small-town markets
A site report maps the competitors on map listings around any address in the Rexburg area by name and distance, and the households and spending within reach. Or open the report at the center of the Rexburg 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 Rexburg area has an estimated 69,380 people and 17,980 households. Population estimates put the population change in the Rexburg area from 2020 to 2025 at +4.5%, faster than the U.S. (+3.1%). Median household income in the Rexburg area is $61,940, 23% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 42.0%, before inflation.
Relative to the U.S., household spending in the Rexburg area runs highest on vehicle maintenance and repairs (an index of 130, where 100 is the U.S. average) and lowest on clothing, shoes and related services (78).
Of the business types scored in the Rexburg area, child care centers and preschools (79), car washes and detailers (76) and gas stations (75) have the highest Groundwork market scores. For child care centers and preschools, that ranks #25 of 454 scored small-town markets.
The Rexburg area takes in 2 counties: Madison County and Fremont County. Against the U.S., map listings per household run highest for house cleaning businesses (3.1 times the U.S. rate) and lowest for home repair companies (33% below the U.S. rate).
All 56 business types in the Rexburg area
Highest Groundwork market score first. Each score compares the Rexburg 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 |
|---|---|---|---|---|---|---|---|
| Child care and preschools | 79 | #25 of 454 | 10 | 5.6 | $913K | 91 | 5 |
| Car washes and detailing | 76 | #40 of 441 | 10 | 5.6 | $2.2M | 89 | Under 3 |
| Gas stations | 75 | #54 of 536 | 33 | 18.4 | $1.8M | 75 | 18 |
| Nail salons | 74 | #33 of 387 | 5 | 2.8 | $3.2M | 193 | 3 |
| Auto repair shops | 69 | #82 of 538 | 47 | 26.1 | $478K | 107 | 25 |
| Gyms | 68 | #63 of 506 | 16 | 8.9 | $964K | 74 | 3 |
| Auto repair and car care | 66 | #119 of 538 | 87 | 48.4 | $258K | 96 | 33 |
| Collision repair and body shops | 64 | #94 of 387 | 7 | 3.9 | $3.2M | 104 | 10 |
| HVAC and plumbing | 64 | #94 of 476 | 7 | 3.9 | $6.6M | 138 | 20 |
| Pet businesses | 62 | #127 of 527 | 20 | 11.1 | $753K | 86 | 12 |
| Tire shops | 62 | #133 of 431 | 9 | 5.0 | $2.5M | 100 | 7 |
| Grocery stores | 62 | #137 of 506 | 14 | 7.8 | $7.2M | 78 | 5 |
| Pet grooming and boarding | 59 | #132 of 387 | 9 | 5.0 | $1.7M | 66 | 4 |
| Home repair trades | 59 | #150 of 526 | 15 | 8.3 | $3.1M | 127 | 49 |
| Grocery and convenience stores | 58 | #208 of 538 | 47 | 26.1 | $2.1M | 63 | 7 |
| Electricians | 52 | #139 of 295 | 5 | 2.8 | $9.2M | 77 | 24 |
| Hair salons | 51 | #266 of 538 | 38 | 21.1 | $424K | 98 | 12 |
| Barbershops | 50 | #203 of 377 | 11 | 6.1 | $1.5M | 78 | Under 3 |
| Insurance agencies | 50 | #269 of 537 | 35 | 19.5 | $1.2M | 95 | 21 |
| Clothing and shoe stores | 50 | #277 of 536 | 26 | 14.5 | $1.1M | 87 | 9 |
| Convenience stores | 49 | #296 of 529 | 22 | 12.2 | $4.6M | 58 | Under 3 |
| Spas and skin care | 48 | #272 of 504 | 15 | 8.3 | $1.1M | 123 | 6 |
| Clothing, shoes and laundry | 48 | #293 of 536 | 38 | 21.1 | $754K | 86 | 9 |
| Salons, barbers and spas | 47 | #313 of 538 | 70 | 38.9 | $230K | 108 | 22 |
| Sit-down restaurants | 46 | #319 of 538 | 119 | 66.2 | $519K | 78 | 30 |
| Property management | 45 | #112 of 180 | 13 | 7.2 | Index only | 41 | 7 |
| Pizza | 44 | #316 of 520 | 17 | 9.5 | $3.6M | 71 | 43 |
| Real estate agents and brokers | 44 | #341 of 533 | 47 | 26.1 | Index only | 115 | 29 |
| Gyms, studios and classes | 44 | #353 of 535 | 31 | 17.2 | $497K | 75 | 14 |
| Real estate | 41 | #381 of 536 | 64 | 35.6 | Index only | 106 | 47 |
| Martial arts and dance studios | 40 | #261 of 378 | 12 | 6.7 | $1.3M | 64 | 11 |
| Chiropractors | 38 | #313 of 426 | 20 | 11.1 | $1M | 43 | 6 |
| Primary care and pediatrics | 37 | #335 of 458 | 18 | 10.0 | $1.2M | 65 | 38 |
| Coffee shops and cafes | 37 | #402 of 529 | 22 | 12.2 | $2.8M | 76 | 17 |
| Restaurants and cafes | 35 | #418 of 538 | 222 | 123.5 | $278K | 75 | 90 |
| Fast food and sandwich shops | 34 | #420 of 537 | 34 | 18.9 | $1.8M | 59 | 43 |
| Optometrists and eye care | 31 | #340 of 400 | 14 | 7.8 | $1.5M | 47 | 6 |
| Doctors, dentists and clinics | 31 | #446 of 538 | 169 | 94.0 | $123K | 80 | 101 |
| Bakeries and dessert shops | 30 | #452 of 507 | 32 | 17.8 | $1.9M | 47 | 17 |
| Physical therapy | 29 | #342 of 400 | 18 | 10.0 | $1.2M | 48 | 21 |
| Landscaping and lawn care | 29 | #355 of 399 | 16 | 8.9 | $1.3M | 45 | 30 |
| Dentists and orthodontists | 28 | #468 of 526 | 30 | 16.7 | $691K | 70 | 27 |
| Lawn, cleaning and pest control | 26 | #451 of 481 | 32 | 17.8 | $663K | 39 | 52 |
| House cleaning | 25 | #132 of 142 | 12 | 6.7 | $1.8M | 28 | 18 |
| Funeral homes | Not scored | Not scored | 4 | 2.2 | $466K | 69 | Under 3 |
| Pest control | Not scored | Not scored | 4 | 2.2 | $5.3M | 52 | 4 |
| Veterinarians | Not scored | Not scored | 4 | 2.2 | $3.8M | 138 | 8 |
| Dry cleaners | Not scored | Not scored | 3 | 1.7 | $9.5M | 61 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 1.7 | $9.5M | 76 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 1.7 | Index only | 252 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 3 | 1.7 | $15.4M | 182 | 5 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 1.7 | $5.1M | 127 | 3 |
| Pet stores | Not scored | Not scored | 2 | 1.1 | $7.5M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $22.4M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.6 | $20.7M | Too few | 3 |
Household spending in the Rexburg 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 | $22.4M | $1,248 | 130 |
| Gasoline and other fuels | $58.7M | $3,263 | 126 |
| Food away from home | $61.7M | $3,433 | 84 |
| Groceries | $101M | $5,617 | 89 |
| Personal care products and services | $16.1M | $895 | 89 |
| Child care and other personal services | $9.1M | $508 | 87 |
| Memberships, classes and admissions | $15.4M | $858 | 87 |
| Medical and dental services | $20.7M | $1,152 | 89 |
| Pets | $15.1M | $838 | 92 |
| Clothing, shoes and related services | $28.6M | $1,593 | 78 |
| Vehicle insurance | $42M | $2,333 | 119 |
| Home repairs, maintenance and insurance | $46.1M | $2,565 | 85 |
| Lawn care, cleaning and other household services | $21.2M | $1,180 | 83 |
| Rent and homeowner costs | $294.7M | $16,389 | 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 Rexburg area
- Population, 2025 estimate
- 69,380+4.5% since 2020
- Households
- 17,980
- Median age
- 27.1
- Homes lived in by their owners
- 51%
- Vehicles per household
- 2.4
- Land area
- 2,333 sq. mi.
- People per square mile
- 29
- Median household income
- $61,940+42.0% vs. 2015–2019, before inflation
- Average household income
- $91,462
- Median home value
- $372,900
- Jobs located here
- 20,157
- Daytime population
- 64,838Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rexburg 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 Rexburg 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 Rexburg area 2
- Madison County, ID54,618 people
- Fremont County, ID13,943 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
- 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
- Mountain Home, ID area29,321 people
Questions
How fast is the Rexburg, ID area growing?
Population estimates put the Rexburg area at 69,380 people in 2025, up 4.5% since 2020, faster than the U.S. (+3.1%). It has 17,980 households. Median household income rose 42.0% from the 2015–2019 survey, before inflation.
How much do households in the Rexburg, ID area spend?
Households in the Rexburg area spend about $294.7M a year on rent and homeowner costs, $101M on groceries and $61.7M on food away from home. Set against the U.S., households in the Rexburg area spend the most on vehicle maintenance and repairs (an index of 130, where 100 is the U.S. average) and the least on clothing, shoes and related services (78).
Which business types have the highest market scores in the Rexburg, ID area?
The highest Groundwork market scores in the Rexburg area are for child care centers and preschools (79), car washes and detailers (76) and gas stations (75). The Rexburg area ranks #25 of 454 scored small-town markets for child care centers and preschools.
How does the Rexburg, ID area compare with the U.S.?
The median household income in the Rexburg area is $61,940 a year, 23% below the U.S. median of $80,734. The population rose 4.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $372,900, against $332,700 for the U.S. For its number of households, the Rexburg area has the most map listings, relative to the U.S., for house cleaning businesses (3.1 times the U.S. rate) and the fewest for home repair companies (33% 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. 44 of the 56 business types have a score in the Rexburg 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 Rexburg 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.
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Screening a site or an acquisition in the Rexburg 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 Rexburg 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.