Small-town market profile · Illinois
Rochelle, IL area market data
How the Rochelle area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 51,399
- −0.7% since 2020
- Households
- 20,821
- Median household income
- $82,132
- +34.7% vs. 2015–2019, before inflation
- Median home value
- $189,200
- Jobs located here
- 15,354
- Highest market score
- 81
- Primary care and pediatrics, #22 of 458 scored small-town markets
A site report maps the competitors on map listings around any address in the Rochelle area by name and distance, and the households and spending within reach. Or open the report at the center of the Rochelle 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 Rochelle area has an estimated 51,399 people and 20,821 households. Population estimates put the population change in the Rochelle area from 2020 to 2025 at −0.7%, against +3.1% for the U.S. Median household income in the Rochelle area is $82,132, 2% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 34.7%, before inflation.
Relative to the U.S., household spending in the Rochelle area runs highest on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and lowest on child care and other personal services (70).
Of the business types scored in the Rochelle area, primary care and pediatric clinics (81), coffee shops and cafes (80) and bakeries and dessert shops (80) have the highest Groundwork market scores. For primary care and pediatric clinics, that ranks #22 of 458 scored small-town markets.
The Rochelle area is made up of one county, Ogle County. Against the U.S., map listings per household run highest for funeral homes (2.3 times the U.S. rate) and lowest for spas and skin care studios (50% below the U.S. rate).
All 56 business types in the Rochelle area
Highest Groundwork market score first. Each score compares the Rochelle 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 |
|---|---|---|---|---|---|---|---|
| Primary care and pediatrics | 81 | #22 of 458 | 8 | 3.8 | $3.7M | 210 | 12 |
| Coffee shops and cafes | 80 | #9 of 529 | 14 | 6.7 | $5.9M | 158 | 3 |
| Bakeries and dessert shops | 80 | #14 of 507 | 12 | 5.8 | $6.8M | 165 | 3 |
| Clothing, shoes and laundry | 80 | #32 of 536 | 25 | 12.0 | $1.7M | 188 | 3 |
| Clothing and shoe stores | 79 | #34 of 536 | 17 | 8.2 | $2.4M | 191 | 3 |
| Home repair trades | 76 | #24 of 526 | 17 | 8.2 | $3.4M | 138 | 18 |
| Dentists and orthodontists | 76 | #46 of 526 | 16 | 7.7 | $1.9M | 190 | 10 |
| Nail salons | 74 | #31 of 387 | 6 | 2.9 | $3.5M | 209 | Under 3 |
| Doctors, dentists and clinics | 74 | #58 of 538 | 105 | 50.4 | $284K | 186 | 43 |
| Tire shops | 73 | #61 of 431 | 5 | 2.4 | $4.6M | 183 | Under 3 |
| Fast food and sandwich shops | 73 | #68 of 537 | 24 | 11.5 | $3.4M | 112 | 31 |
| Hair salons | 72 | #45 of 538 | 40 | 19.2 | $524K | 122 | 6 |
| HVAC and plumbing | 71 | #50 of 476 | 11 | 5.3 | $5.2M | 109 | 11 |
| Martial arts and dance studios | 70 | #47 of 378 | 7 | 3.4 | $2.7M | 134 | Under 3 |
| Gyms, studios and classes | 69 | #64 of 535 | 24 | 11.5 | $787K | 119 | Under 3 |
| Restaurants and cafes | 69 | #87 of 538 | 213 | 102.3 | $386K | 104 | 69 |
| Convenience stores | 69 | #91 of 529 | 13 | 6.2 | $9.8M | 124 | 6 |
| Grocery and convenience stores | 68 | #99 of 538 | 37 | 17.8 | $3.4M | 102 | 12 |
| Physical therapy | 67 | #71 of 400 | 7 | 3.4 | $4.3M | 177 | 8 |
| Salons, barbers and spas | 67 | #72 of 538 | 67 | 32.2 | $313K | 147 | 13 |
| Pet grooming and boarding | 66 | #75 of 387 | 7 | 3.4 | $2.5M | 100 | 4 |
| Spas and skin care | 66 | #88 of 504 | 12 | 5.8 | $1.7M | 199 | 4 |
| Veterinarians | 65 | #92 of 398 | 7 | 3.4 | $2.5M | 94 | 6 |
| Gyms | 65 | #93 of 506 | 15 | 7.2 | $1.3M | 97 | Under 3 |
| Pet businesses | 64 | #102 of 527 | 20 | 9.6 | $891K | 101 | 10 |
| Grocery stores | 64 | #113 of 506 | 15 | 7.2 | $8.5M | 91 | 6 |
| Child care and preschools | 63 | #124 of 454 | 10 | 4.8 | $850K | 85 | 6 |
| Sit-down restaurants | 63 | #134 of 538 | 108 | 51.9 | $761K | 115 | 34 |
| Barbershops | 62 | #116 of 377 | 9 | 4.3 | $2.3M | 123 | Under 3 |
| Lawn, cleaning and pest control | 59 | #147 of 481 | 12 | 5.8 | $2.2M | 128 | 22 |
| Collision repair and body shops | 53 | #158 of 387 | 6 | 2.9 | $3.8M | 124 | 12 |
| Landscaping and lawn care | 52 | #168 of 399 | 9 | 4.3 | $2.9M | 98 | 17 |
| Pizza | 52 | #236 of 520 | 27 | 13.0 | $3M | 60 | 31 |
| Auto repair and car care | 47 | #299 of 538 | 89 | 42.7 | $257K | 96 | 42 |
| Car washes and detailing | 46 | #253 of 441 | 14 | 6.7 | $1.6M | 65 | 3 |
| Real estate agents and brokers | 44 | #337 of 533 | 33 | 15.8 | Index only | 164 | 21 |
| Gas stations | 42 | #355 of 536 | 30 | 14.4 | $1.9M | 81 | 32 |
| Real estate | 42 | #360 of 536 | 43 | 20.7 | Index only | 159 | 38 |
| Funeral homes | 40 | #245 of 365 | 10 | 4.8 | $344K | 51 | 7 |
| Chiropractors | 39 | #297 of 426 | 19 | 9.1 | $1.6M | 66 | 9 |
| Auto repair shops | 39 | #381 of 538 | 58 | 27.9 | $395K | 89 | 35 |
| Insurance agencies | 24 | #470 of 537 | 33 | 15.8 | $1.1M | 85 | 27 |
| Electricians | Not scored | Not scored | 4 | 1.9 | $14.3M | 119 | 7 |
| Home inspectors | Not scored | Not scored | 4 | 1.9 | Index only | 28 | 5 |
| Optometrists and eye care | Not scored | Not scored | 4 | 1.9 | $7.5M | 238 | 4 |
| House cleaning | Not scored | Not scored | 3 | 1.4 | $8.6M | 135 | 5 |
| Laundromats | Not scored | Not scored | 3 | 1.4 | $13.8M | 110 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 1.4 | Index only | 252 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 1.4 | $5.9M | 131 | Under 3 |
| Property management | Not scored | Not scored | 3 | 1.4 | Index only | 177 | 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.0 | $11.5M | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.0 | $28.6M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.0 | $9.4M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.5 | $41.3M | Too few | Under 3 |
| 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 Rochelle 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 | $22.9M | $1,101 | 115 |
| Gasoline and other fuels | $57.8M | $2,778 | 107 |
| Food away from home | $82.2M | $3,946 | 97 |
| Groceries | $127.3M | $6,114 | 97 |
| Personal care products and services | $21M | $1,006 | 100 |
| Child care and other personal services | $8.5M | $408 | 70 |
| Memberships, classes and admissions | $18.9M | $907 | 92 |
| Medical and dental services | $29.9M | $1,434 | 111 |
| Pets | $17.8M | $856 | 94 |
| Clothing, shoes and related services | $41.3M | $1,982 | 96 |
| Vehicle insurance | $35.1M | $1,687 | 86 |
| Home repairs, maintenance and insurance | $57.2M | $2,746 | 91 |
| Lawn care, cleaning and other household services | $25.9M | $1,243 | 88 |
| Rent and homeowner costs | $295.5M | $14,194 | 85 |
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 Rochelle area
- Population, 2025 estimate
- 51,399−0.7% since 2020
- Households
- 20,821
- Median age
- 42.4
- Homes lived in by their owners
- 75%
- Vehicles per household
- 1.9
- Land area
- 759 sq. mi.
- People per square mile
- 68
- Median household income
- $82,132+34.7% vs. 2015–2019, before inflation
- Average household income
- $98,173
- Median home value
- $189,200
- Jobs located here
- 15,354
- Daytime population
- 44,010Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rochelle 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 Rochelle 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 Rochelle area 1
- Ogle County, IL51,495 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
- Ottawa, IL area147,181 people
- Quincy, IL-MO area74,678 people
- Danville, IL area72,386 people
- Marion-Herrin, IL area66,876 people
Questions
How fast is the Rochelle, IL area growing?
Population estimates put the Rochelle area at 51,399 people in 2025, down 0.7% since 2020, against +3.1% for the U.S. It has 20,821 households. Median household income rose 34.7% from the 2015–2019 survey, before inflation.
How much do households in the Rochelle, IL area spend?
Households in the Rochelle area spend about $295.5M a year on rent and homeowner costs, $127.3M on groceries and $82.2M on food away from home. Set against the U.S., households in the Rochelle area spend the most on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and the least on child care and other personal services (70).
Which business types have the highest market scores in the Rochelle, IL area?
The highest Groundwork market scores in the Rochelle area are for primary care and pediatric clinics (81), coffee shops and cafes (80) and bakeries and dessert shops (80). The Rochelle area ranks #22 of 458 scored small-town markets for primary care and pediatric clinics.
How does the Rochelle, IL area compare with the U.S.?
The median household income in the Rochelle area is $82,132 a year, 2% above the U.S. median of $80,734. The population fell 0.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $189,200, against $332,700 for the U.S. For its number of households, the Rochelle 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 spas and skin care studios (50% 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. 42 of the 56 business types have a score in the Rochelle 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 Rochelle 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 Rochelle 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 Rochelle 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.