Small-town market profile · Illinois
Ottawa, IL area market data
How the Ottawa area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 145,902
- −1.6% since 2020
- Households
- 61,866
- Median household income
- $72,230
- +24.2% vs. 2015–2019, before inflation
- Median home value
- $156,400
- Jobs located here
- 52,301
- Highest market score
- 76
- Tire shops, #43 of 431 scored small-town markets
A site report maps the competitors on map listings around any address in the Ottawa area by name and distance, and the households and spending within reach. Or open the report at the center of the Ottawa 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 Ottawa area has an estimated 145,902 people and 61,866 households. Between 2020 and 2025, the population of the Ottawa area declined 1.6%, against +3.1% for the U.S. Median household income in the Ottawa area is $72,230, 11% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 24.2%, before inflation.
Relative to the U.S., household spending in the Ottawa area runs highest on vehicle maintenance and repairs (an index of 112, where 100 is the U.S. average) and lowest on child care and other personal services (66).
Of the business types scored in the Ottawa area, tire shops (76), nail salons (73) and primary care and pediatric clinics (73) have the highest Groundwork market scores. For tire shops, that ranks #43 of 431 scored small-town markets.
The Ottawa area takes in 3 counties: LaSalle County, Bureau County and Putnam County. Against the U.S., map listings per household run highest for funeral homes (2.3 times the U.S. rate) and lowest for real estate businesses (66% below the U.S. rate).
All 56 business types in the Ottawa area
Highest Groundwork market score first. Each score compares the Ottawa 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 |
|---|---|---|---|---|---|---|---|
| Tire shops | 76 | #43 of 431 | 15 | 2.4 | $4.4M | 176 | 6 |
| Nail salons | 73 | #37 of 387 | 21 | 3.4 | $2.8M | 169 | 3 |
| Primary care and pediatrics | 73 | #58 of 458 | 31 | 5.0 | $2.7M | 154 | 42 |
| Spas and skin care | 72 | #50 of 504 | 38 | 6.1 | $1.6M | 178 | 5 |
| Child care and preschools | 71 | #67 of 454 | 20 | 3.2 | $1.2M | 118 | 10 |
| Roofing and gutters | 67 | #51 of 288 | 15 | 2.4 | $10.8M | 128 | 7 |
| Physical therapy | 67 | #72 of 400 | 21 | 3.4 | $4.1M | 169 | 20 |
| Real estate agents and brokers | 66 | #71 of 533 | 67 | 10.8 | Index only | 231 | 16 |
| Real estate | 66 | #76 of 536 | 81 | 13.1 | Index only | 241 | 31 |
| House cleaning | 65 | #32 of 142 | 7 | 1.1 | $10.5M | 165 | 15 |
| Martial arts and dance studios | 65 | #80 of 378 | 22 | 3.6 | $2.3M | 116 | 8 |
| Gyms | 64 | #100 of 506 | 36 | 5.8 | $1.4M | 110 | 13 |
| Yoga, Pilates and fitness studios | 63 | #22 of 112 | 11 | 1.8 | $4.7M | 116 | 13 |
| Convenience stores | 63 | #143 of 529 | 47 | 7.6 | $7.8M | 99 | 16 |
| HVAC and plumbing | 62 | #114 of 476 | 33 | 5.3 | $4.9M | 103 | 37 |
| Optometrists and eye care | 59 | #129 of 400 | 28 | 4.5 | $3M | 97 | 11 |
| Veterinarians | 59 | #129 of 398 | 21 | 3.4 | $2.4M | 88 | 18 |
| Barbershops | 59 | #131 of 377 | 24 | 3.9 | $2.5M | 131 | Under 3 |
| Mortgage brokers and lenders | 58 | #58 of 177 | 8 | 1.3 | Index only | 271 | Under 3 |
| Pet stores | 58 | #71 of 220 | 17 | 2.7 | $3M | 65 | 5 |
| Home repair trades | 58 | #164 of 526 | 67 | 10.8 | $2.4M | 100 | 71 |
| Salons, barbers and spas | 58 | #165 of 538 | 213 | 34.4 | $279K | 131 | 38 |
| Fast food and sandwich shops | 58 | #201 of 537 | 82 | 13.3 | $2.8M | 93 | 105 |
| Electricians | 57 | #112 of 295 | 19 | 3.1 | $8.5M | 71 | 27 |
| Gyms, studios and classes | 57 | #182 of 535 | 69 | 11.2 | $749K | 113 | 21 |
| Coffee shops and cafes | 57 | #193 of 529 | 58 | 9.4 | $4M | 108 | 25 |
| Dentists and orthodontists | 57 | #203 of 526 | 56 | 9.1 | $1.5M | 155 | 45 |
| Doctors, dentists and clinics | 56 | #216 of 538 | 450 | 72.7 | $189K | 124 | 143 |
| Grocery and convenience stores | 56 | #227 of 538 | 122 | 19.7 | $3M | 89 | 40 |
| Bakeries and dessert shops | 54 | #212 of 507 | 50 | 8.1 | $4.6M | 112 | 30 |
| Hair salons | 54 | #226 of 538 | 128 | 20.7 | $463K | 108 | 28 |
| Grocery stores | 54 | #231 of 506 | 42 | 6.8 | $8.7M | 94 | 24 |
| Auto repair shops | 52 | #259 of 538 | 133 | 21.5 | $498K | 112 | 84 |
| Auto repair and car care | 51 | #255 of 538 | 242 | 39.1 | $274K | 102 | 107 |
| Clothing and shoe stores | 51 | #266 of 536 | 90 | 14.5 | $1.3M | 103 | 37 |
| Gas stations | 48 | #299 of 536 | 81 | 13.1 | $2.1M | 87 | 76 |
| Clothing, shoes and laundry | 46 | #306 of 536 | 127 | 20.5 | $929K | 105 | 48 |
| Chiropractors | 43 | #267 of 426 | 43 | 7.0 | $2M | 83 | 25 |
| Collision repair and body shops | 42 | #254 of 387 | 25 | 4.0 | $2.6M | 86 | 25 |
| Pet businesses | 42 | #360 of 527 | 80 | 12.9 | $630K | 72 | 40 |
| Car washes and detailing | 41 | #300 of 441 | 42 | 6.8 | $1.6M | 63 | 9 |
| Pizza | 40 | #361 of 520 | 89 | 14.4 | $2.6M | 51 | 105 |
| Laundromats | 39 | #103 of 150 | 20 | 3.2 | $5.9M | 47 | 8 |
| Funeral homes | 38 | #256 of 365 | 30 | 4.8 | $325K | 48 | 17 |
| Pet grooming and boarding | 37 | #296 of 387 | 33 | 5.3 | $1.5M | 60 | 17 |
| Lawn, cleaning and pest control | 37 | #360 of 481 | 53 | 8.6 | $1.4M | 83 | 74 |
| Restaurants and cafes | 35 | #417 of 538 | 800 | 129.3 | $290K | 78 | 279 |
| Sit-down restaurants | 32 | #455 of 538 | 415 | 67.1 | $559K | 84 | 148 |
| Landscaping and lawn care | 30 | #347 of 399 | 42 | 6.8 | $1.8M | 60 | 54 |
| Insurance agencies | 25 | #463 of 537 | 96 | 15.5 | $1.1M | 85 | 67 |
| Dry cleaners | Not scored | Not scored | 4 | 0.6 | $29.5M | 188 | 3 |
| Pest control | Not scored | Not scored | 4 | 0.6 | $18.5M | 181 | 5 |
| Home inspectors | Not scored | Not scored | 3 | 0.5 | Index only | 107 | Under 3 |
| Property management | Not scored | Not scored | 3 | 0.5 | Index only | 507 | 4 |
| Urgent care and walk-in clinics | Not scored | Not scored | 3 | 0.5 | $28.4M | 116 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.3 | $33.1M | Too few | 4 |
Household spending in the Ottawa 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 | $66.2M | $1,071 | 112 |
| Gasoline and other fuels | $168.5M | $2,724 | 105 |
| Food away from home | $232.2M | $3,753 | 92 |
| Groceries | $366.2M | $5,920 | 94 |
| Personal care products and services | $59.3M | $959 | 95 |
| Child care and other personal services | $23.7M | $383 | 66 |
| Memberships, classes and admissions | $51.7M | $835 | 85 |
| Medical and dental services | $85.1M | $1,376 | 107 |
| Pets | $50.4M | $814 | 90 |
| Clothing, shoes and related services | $117.9M | $1,906 | 93 |
| Vehicle insurance | $102.2M | $1,651 | 84 |
| Home repairs, maintenance and insurance | $162.3M | $2,623 | 87 |
| Lawn care, cleaning and other household services | $73.8M | $1,193 | 84 |
| Rent and homeowner costs | $845.5M | $13,667 | 82 |
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 Ottawa area
- Population, 2025 estimate
- 145,902−1.6% since 2020
- Households
- 61,866
- Median age
- 43.0
- Homes lived in by their owners
- 75%
- Vehicles per household
- 1.9
- Land area
- 2,164 sq. mi.
- People per square mile
- 68
- Median household income
- $72,230+24.2% vs. 2015–2019, before inflation
- Average household income
- $91,689
- Median home value
- $156,400
- Jobs located here
- 52,301
- Daytime population
- 131,372Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Ottawa 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 Ottawa 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 Ottawa area 3
- LaSalle County, IL108,714 people
- Bureau County, IL32,866 people
- Putnam County, IL5,601 people
Other markets based in Illinois 12
- Chicago-Naperville-Elgin, IL-IN metro area9,371,595 people
- Peoria, IL metro area365,202 people
- Rockford, IL metro area336,522 people
- Champaign-Urbana, IL metro area238,842 people
- Springfield, IL metro area207,042 people
- Bloomington, IL metro area171,556 people
- Kankakee, IL metro area106,635 people
- Decatur, IL metro area101,849 people
- Quincy, IL-MO area74,678 people
- Danville, IL area72,386 people
- Marion-Herrin, IL area66,876 people
- Sterling, IL area54,947 people
Questions
How fast is the Ottawa, IL area growing?
Population estimates put the Ottawa area at 145,902 people in 2025, down 1.6% since 2020, against +3.1% for the U.S. It has 61,866 households. Median household income rose 24.2% from the 2015–2019 survey, before inflation.
How much do households in the Ottawa, IL area spend?
Households in the Ottawa area spend about $845.5M a year on rent and homeowner costs, $366.2M on groceries and $232.2M on food away from home. Set against the U.S., households in the Ottawa area spend the most on vehicle maintenance and repairs (an index of 112, where 100 is the U.S. average) and the least on child care and other personal services (66).
Which business types have the highest market scores in the Ottawa, IL area?
The highest Groundwork market scores in the Ottawa area are for tire shops (76), nail salons (73) and primary care and pediatric clinics (73). The Ottawa area ranks #43 of 431 scored small-town markets for tire shops.
How does the Ottawa, IL area compare with the U.S.?
The median household income in the Ottawa area is $72,230 a year, 11% below the U.S. median of $80,734. The population fell 1.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $156,400, against $332,700 for the U.S. For its number of households, the Ottawa area has the most map listings, relative to the U.S., for funeral homes (2.3 times the U.S. rate) and the fewest for real estate businesses (66% 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. 50 of the 56 business types have a score in the Ottawa 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 Ottawa 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 Illinois · Every U.S. market · How we measure
Screening a site or an acquisition in the Ottawa 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 Ottawa 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.