Metro area profile · Idaho
Twin Falls, ID metro area market data
How the Twin Falls metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 123,901
- +8.1% since 2020
- Households
- 43,031
- Median household income
- $68,810
- +30.0% vs. 2015–2019, before inflation
- Median home value
- $325,500
- Jobs located here
- 51,549
- Highest market score
- 77
- Nail salons, #12 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Twin Falls metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Twin Falls metro 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 Twin Falls metro area has an estimated 123,901 people and 43,031 households. Population estimates show the Twin Falls metro area grew 8.1% from 2020 to 2025, faster than the U.S. (+3.1%). Median household income in the Twin Falls metro area is $68,810, 15% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 30.0%, before inflation.
Relative to the U.S., household spending in the Twin Falls metro area runs highest on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and lowest on clothing, shoes and related services (80).
Of the business types scored in the Twin Falls metro area, nail salons (77), gyms and studios (76) and gyms (75) have the highest Groundwork market scores. For nail salons, that ranks #12 of 387 scored metro areas.
The Twin Falls metro area takes in 2 counties: Twin Falls County and Jerome County. Against the U.S., map listings per household run highest for property management companies (2.2 times the U.S. rate) and lowest for nail salons (33% below the U.S. rate).
All 56 business types in the Twin Falls metro area
Highest Groundwork market score first. Each score compares the Twin Falls metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Nail salons | 77 | #12 of 387 | 17 | 4.0 | $2.4M | 141 | 3 |
| Gyms, studios and classes | 76 | #17 of 387 | 56 | 13.0 | $706K | 107 | 15 |
| Gyms | 75 | #22 of 387 | 28 | 6.5 | $1.4M | 109 | 10 |
| Car washes and detailing | 68 | #59 of 387 | 19 | 4.4 | $2.7M | 106 | 8 |
| Martial arts and dance studios | 61 | #91 of 387 | 25 | 5.8 | $1.6M | 78 | 5 |
| Tire shops | 58 | #154 of 386 | 23 | 5.3 | $2.2M | 88 | 8 |
| Funeral homes | 54 | #151 of 377 | 8 | 1.9 | $750K | 111 | 7 |
| Pest control | 54 | #151 of 345 | 7 | 1.6 | $7.5M | 73 | 3 |
| Hair salons | 53 | #151 of 387 | 120 | 27.9 | $333K | 77 | 12 |
| Salons, barbers and spas | 52 | #176 of 387 | 231 | 53.7 | $173K | 81 | 31 |
| Property management | 51 | #180 of 374 | 28 | 6.5 | Index only | 47 | 14 |
| Insurance agencies | 49 | #192 of 387 | 90 | 20.9 | $1M | 83 | 41 |
| Mortgage brokers and lenders | 49 | #195 of 373 | 26 | 6.0 | Index only | 71 | 6 |
| Child care and preschools | 49 | #203 of 387 | 31 | 7.2 | $758K | 76 | 27 |
| Roofing and gutters | 49 | #204 of 381 | 16 | 3.7 | $7M | 83 | 8 |
| Collision repair and body shops | 48 | #212 of 381 | 19 | 4.4 | $2.7M | 87 | 14 |
| Sit-down restaurants | 47 | #214 of 387 | 233 | 54.1 | $663K | 100 | 79 |
| Gas stations | 47 | #219 of 387 | 74 | 17.2 | $1.8M | 75 | 55 |
| Real estate agents and brokers | 46 | #223 of 387 | 138 | 32.1 | Index only | 96 | 82 |
| Barbershops | 46 | #238 of 387 | 27 | 6.3 | $1.5M | 79 | Under 3 |
| Oil change and quick lube | 45 | #178 of 290 | 6 | 1.4 | $8.5M | 62 | 5 |
| Pet stores | 44 | #245 of 382 | 11 | 2.6 | $3.4M | 76 | 4 |
| Grocery and convenience stores | 43 | #248 of 387 | 120 | 27.9 | $2.1M | 61 | 21 |
| Grocery stores | 42 | #250 of 387 | 28 | 6.5 | $8.9M | 95 | 19 |
| Real estate | 42 | #263 of 387 | 198 | 46.0 | Index only | 84 | 127 |
| Auto repair and car care | 42 | #264 of 387 | 236 | 54.8 | $215K | 80 | 96 |
| Auto repair shops | 42 | #267 of 387 | 138 | 32.1 | $368K | 83 | 75 |
| Chiropractors | 41 | #258 of 386 | 26 | 6.0 | $2M | 82 | 17 |
| Pizza | 41 | #259 of 387 | 33 | 7.7 | $4.7M | 92 | 104 |
| Home inspectors | 40 | #169 of 243 | 6 | 1.4 | Index only | 46 | 3 |
| Clothing, shoes and laundry | 38 | #285 of 387 | 108 | 25.1 | $658K | 75 | 34 |
| Pet grooming and boarding | 38 | #289 of 386 | 23 | 5.3 | $1.6M | 65 | 12 |
| Convenience stores | 35 | #294 of 387 | 56 | 13.0 | $4.4M | 56 | Under 3 |
| Restaurants and cafes | 35 | #298 of 387 | 467 | 108.5 | $331K | 89 | 218 |
| Veterinarians | 35 | #298 of 384 | 20 | 4.6 | $1.9M | 70 | 23 |
| Pet businesses | 35 | #307 of 387 | 65 | 15.1 | $583K | 66 | 39 |
| Clothing and shoe stores | 34 | #298 of 387 | 77 | 17.9 | $923K | 73 | 34 |
| Spas and skin care | 34 | #342 of 387 | 56 | 13.0 | $714K | 82 | 15 |
| Coffee shops and cafes | 33 | #327 of 387 | 60 | 13.9 | $2.6M | 70 | 33 |
| Laundromats | 30 | #303 of 364 | 8 | 1.9 | $8.9M | 71 | Under 3 |
| Fast food and sandwich shops | 30 | #317 of 387 | 73 | 17.0 | $2.1M | 69 | 104 |
| Primary care and pediatrics | 30 | #331 of 387 | 46 | 10.7 | $1.1M | 62 | 126 |
| Bakeries and dessert shops | 30 | #342 of 387 | 54 | 12.5 | $2.9M | 69 | 37 |
| Physical therapy | 29 | #343 of 386 | 34 | 7.9 | $1.5M | 63 | 43 |
| Optometrists and eye care | 28 | #350 of 386 | 24 | 5.6 | $2.1M | 68 | 15 |
| House cleaning | 27 | #352 of 375 | 12 | 2.8 | $4.4M | 68 | 51 |
| Doctors, dentists and clinics | 27 | #355 of 387 | 602 | 139.9 | $85K | 56 | 281 |
| Dentists and orthodontists | 27 | #356 of 387 | 75 | 17.4 | $682K | 69 | 72 |
| Home repair trades | 27 | #367 of 387 | 74 | 17.2 | $1.5M | 63 | 97 |
| Electricians | 26 | #356 of 383 | 22 | 5.1 | $5.1M | 43 | 36 |
| HVAC and plumbing | 26 | #367 of 387 | 36 | 8.4 | $3.1M | 66 | 53 |
| Landscaping and lawn care | 23 | #360 of 385 | 38 | 8.8 | $1.4M | 47 | 74 |
| Lawn, cleaning and pest control | 23 | #371 of 387 | 57 | 13.2 | $918K | 55 | 128 |
| Dry cleaners | Not scored | Not scored | 3 | 0.7 | $23.7M | 151 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 0.7 | $13.2M | 325 | 10 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.2 | $51.2M | Too few | 8 |
Household spending in the Twin Falls metro 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 | $50.8M | $1,180 | 123 |
| Gasoline and other fuels | $131.6M | $3,058 | 118 |
| Food away from home | $154.5M | $3,589 | 88 |
| Groceries | $247.9M | $5,761 | 91 |
| Personal care products and services | $40M | $930 | 93 |
| Child care and other personal services | $23.5M | $546 | 94 |
| Memberships, classes and admissions | $39.6M | $919 | 93 |
| Medical and dental services | $51.2M | $1,189 | 92 |
| Pets | $37.9M | $880 | 97 |
| Clothing, shoes and related services | $71M | $1,651 | 80 |
| Vehicle insurance | $93.9M | $2,183 | 112 |
| Home repairs, maintenance and insurance | $112.6M | $2,617 | 87 |
| Lawn care, cleaning and other household services | $52.3M | $1,216 | 86 |
| Rent and homeowner costs | $723.4M | $16,811 | 101 |
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 Twin Falls metro area
- Population, 2025 estimate
- 123,901+8.1% since 2020
- Households
- 43,031
- Median age
- 36.5
- Homes lived in by their owners
- 71%
- Vehicles per household
- 2.1
- Land area
- 2,519 sq. mi.
- People per square mile
- 47
- Median household income
- $68,810+30.0% vs. 2015–2019, before inflation
- Average household income
- $90,318
- Median home value
- $325,500
- Jobs located here
- 51,549
- Daytime population
- 117,832Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Twin Falls metro area?
These figures cover the whole metro area. 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 Twin Falls metro 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 Twin Falls metro area 2
- Twin Falls County, ID93,734 people
- Jerome County, ID25,173 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
- 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
- Mountain Home, ID area29,321 people
Questions
How fast is the Twin Falls, ID metro area growing?
Population estimates put the Twin Falls metro area at 123,901 people in 2025, up 8.1% since 2020, faster than the U.S. (+3.1%). It has 43,031 households. Median household income rose 30.0% from the 2015–2019 survey, before inflation.
How much do households in the Twin Falls, ID metro area spend?
Households in the Twin Falls metro area spend about $723.4M a year on rent and homeowner costs, $247.9M on groceries and $154.5M on food away from home. Set against the U.S., households in the Twin Falls metro area spend the most on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and the least on clothing, shoes and related services (80).
Which business types have the highest market scores in the Twin Falls, ID metro area?
The highest Groundwork market scores in the Twin Falls metro area are for nail salons (77), gyms and studios (76) and gyms (75). The Twin Falls metro area ranks #12 of 387 scored metro areas for nail salons.
How does the Twin Falls, ID metro area compare with the U.S.?
The median household income in the Twin Falls metro area is $68,810 a year, 15% below the U.S. median of $80,734. The population rose 8.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $325,500, against $332,700 for the U.S. For its number of households, the Twin Falls metro area has the most map listings, relative to the U.S., for property management companies (2.2 times the U.S. rate) and the fewest for nail salons (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. 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. 53 of the 56 business types have a score in the Twin Falls metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Twin Falls metro 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 Twin Falls metro 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 Twin Falls metro 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.