Small-town market profile · Indiana
Decatur, IN area market data
How the Decatur area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 36,650
- +2.2% since 2020
- Households
- 12,401
- Median household income
- $65,289
- +24.4% vs. 2015–2019, before inflation
- Median home value
- $178,400
- Jobs located here
- 13,315
- Highest market score
- 81
- Dentists and orthodontists, #13 of 526 scored small-town markets
A site report maps the competitors on map listings around any address in the Decatur area by name and distance, and the households and spending within reach. Or open the report at the center of the Decatur 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 Decatur area has an estimated 36,650 people and 12,401 households. Population estimates show the Decatur area grew 2.2% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Decatur area is $65,289, 19% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 24.4%, before inflation.
Relative to the U.S., household spending in the Decatur area runs highest on vehicle maintenance and repairs (an index of 106, where 100 is the U.S. average) and lowest on child care and other personal services (57).
Of the business types scored in the Decatur area, dentists and orthodontists (81), fast food and sandwich shops (81) and medical and dental practices (81) have the highest Groundwork market scores. For dentists and orthodontists, that ranks #13 of 526 scored small-town markets.
The Decatur area is made up of one county, Adams County. Against the U.S., map listings per household run highest for pizza places (71% above the U.S. rate) and lowest for medical and dental practices (53% below the U.S. rate).
All 56 business types in the Decatur area
Highest Groundwork market score first. Each score compares the Decatur 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 |
|---|---|---|---|---|---|---|---|
| Dentists and orthodontists | 81 | #13 of 526 | 6 | 4.8 | $2.7M | 277 | 7 |
| Fast food and sandwich shops | 81 | #21 of 537 | 11 | 8.9 | $4M | 131 | 17 |
| Doctors, dentists and clinics | 81 | #23 of 538 | 49 | 39.5 | $334K | 219 | 25 |
| Restaurants and cafes | 81 | #24 of 538 | 82 | 66.1 | $537K | 145 | 43 |
| Convenience stores | 79 | #27 of 529 | 7 | 5.6 | $10.2M | 130 | Under 3 |
| Grocery and convenience stores | 78 | #25 of 538 | 21 | 16.9 | $3.4M | 101 | 5 |
| Sit-down restaurants | 75 | #41 of 538 | 44 | 35.5 | $1M | 151 | 20 |
| Grocery stores | 75 | #44 of 506 | 6 | 4.8 | $11.9M | 128 | 4 |
| Bakeries and dessert shops | 65 | #97 of 507 | 8 | 6.5 | $5.5M | 133 | 6 |
| Clothing, shoes and laundry | 64 | #146 of 536 | 22 | 17.7 | $1M | 116 | 6 |
| Clothing and shoe stores | 63 | #161 of 536 | 16 | 12.9 | $1.4M | 111 | 6 |
| Coffee shops and cafes | 62 | #136 of 529 | 10 | 8.1 | $4.4M | 119 | 6 |
| Funeral homes | 61 | #114 of 365 | 6 | 4.8 | $362K | 53 | 3 |
| Gyms, studios and classes | 60 | #152 of 535 | 14 | 11.3 | $664K | 100 | 4 |
| Spas and skin care | 59 | #152 of 504 | 8 | 6.5 | $1.4M | 163 | 3 |
| Nail salons | 58 | #141 of 387 | 6 | 4.8 | $1.9M | 114 | Under 3 |
| Martial arts and dance studios | 57 | #142 of 378 | 5 | 4.0 | $1.9M | 92 | Under 3 |
| Pet businesses | 57 | #184 of 527 | 16 | 12.9 | $591K | 67 | 4 |
| Gyms | 55 | #199 of 506 | 8 | 6.5 | $1.2M | 89 | 4 |
| HVAC and plumbing | 53 | #205 of 476 | 8 | 6.5 | $4M | 83 | 10 |
| Pizza | 52 | #238 of 520 | 17 | 13.7 | $2.6M | 51 | 17 |
| Chiropractors | 51 | #209 of 426 | 8 | 6.5 | $2M | 85 | 5 |
| Salons, barbers and spas | 50 | #269 of 538 | 45 | 36.3 | $253K | 119 | 15 |
| Pet grooming and boarding | 49 | #206 of 387 | 6 | 4.8 | $1.6M | 62 | Under 3 |
| Home repair trades | 46 | #318 of 526 | 18 | 14.5 | $1.8M | 72 | 18 |
| Veterinarians | 44 | #245 of 398 | 6 | 4.8 | $1.6M | 58 | 4 |
| Gas stations | 44 | #333 of 536 | 22 | 17.7 | $1.5M | 62 | 15 |
| Real estate | 44 | #334 of 536 | 28 | 22.6 | Index only | 135 | 13 |
| Hair salons | 42 | #356 of 538 | 29 | 23.4 | $393K | 91 | 11 |
| Auto repair shops | 41 | #364 of 538 | 32 | 25.8 | $392K | 88 | 24 |
| Collision repair and body shops | 40 | #270 of 387 | 6 | 4.8 | $2.1M | 68 | 5 |
| Auto repair and car care | 38 | #397 of 538 | 58 | 46.8 | $216K | 81 | 30 |
| Landscaping and lawn care | 35 | #304 of 399 | 7 | 5.6 | $2M | 70 | 17 |
| Insurance agencies | 35 | #393 of 537 | 14 | 11.3 | $1.4M | 113 | 21 |
| Real estate agents and brokers | 34 | #467 of 533 | 24 | 19.4 | Index only | 125 | 13 |
| Lawn, cleaning and pest control | 33 | #409 of 481 | 11 | 8.9 | $1.3M | 77 | 23 |
| Roofing and gutters | 32 | #243 of 288 | 7 | 5.6 | $4.5M | 53 | Under 3 |
| Car washes and detailing | Not scored | Not scored | 4 | 3.2 | $3.1M | 125 | 4 |
| Optometrists and eye care | Not scored | Not scored | 4 | 3.2 | $4.1M | 130 | 6 |
| Electricians | Not scored | Not scored | 3 | 2.4 | $10.5M | 88 | 8 |
| Laundromats | Not scored | Not scored | 3 | 2.4 | $7.5M | 60 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 3 | 2.4 | $5.4M | 306 | 4 |
| Property management | Not scored | Not scored | 3 | 2.4 | Index only | 98 | Under 3 |
| Barbershops | Not scored | Not scored | 2 | 1.6 | $5.7M | Too few | Under 3 |
| Child care and preschools | Not scored | Not scored | 2 | 1.6 | $2.1M | Too few | 3 |
| House cleaning | Not scored | Not scored | 2 | 1.6 | $7.1M | Too few | 6 |
| Pest control | Not scored | Not scored | 2 | 1.6 | $7.1M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 2 | 1.6 | $8.2M | Too few | 3 |
| Tire shops | Not scored | Not scored | 2 | 1.6 | $6.3M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.8 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.8 | $12.6M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 0.8 | $9.5M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.8 | $16.3M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.8 | $9.3M | Too few | 4 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Decatur 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 | $12.6M | $1,012 | 106 |
| Gasoline and other fuels | $32.3M | $2,607 | 100 |
| Food away from home | $44M | $3,549 | 87 |
| Groceries | $71.5M | $5,767 | 91 |
| Personal care products and services | $11.4M | $918 | 91 |
| Child care and other personal services | $4.1M | $332 | 57 |
| Memberships, classes and admissions | $9.3M | $750 | 76 |
| Medical and dental services | $16.3M | $1,318 | 102 |
| Pets | $9.5M | $763 | 84 |
| Clothing, shoes and related services | $22.5M | $1,815 | 88 |
| Vehicle insurance | $19.8M | $1,596 | 82 |
| Home repairs, maintenance and insurance | $31.6M | $2,551 | 85 |
| Lawn care, cleaning and other household services | $14.3M | $1,152 | 81 |
| Rent and homeowner costs | $164.1M | $13,229 | 79 |
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 Decatur area
- Population, 2025 estimate
- 36,650+2.2% since 2020
- Households
- 12,401
- Median age
- 35.0
- Homes lived in by their owners
- 83%
- Vehicles per household
- 1.8
- Land area
- 339 sq. mi.
- People per square mile
- 107
- Median household income
- $65,289+24.4% vs. 2015–2019, before inflation
- Average household income
- $82,576
- Median home value
- $178,400
- Jobs located here
- 13,315
- Daytime population
- 33,956Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Decatur 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 Decatur 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 Decatur area 1
- Adams County, IN36,227 people
Other markets based in Indiana 12
- Indianapolis-Carmel-Greenwood, IN metro area2,130,055 people
- Fort Wayne, IN metro area455,416 people
- South Bend-Mishawaka, IN-MI metro area324,560 people
- Evansville, IN metro area270,494 people
- Lafayette-West Lafayette, IN metro area226,805 people
- Elkhart-Goshen, IN metro area207,132 people
- Terre Haute, IN metro area168,719 people
- Bloomington, IN metro area162,569 people
- Muncie, IN metro area112,280 people
- Michigan City-La Porte, IN metro area111,917 people
- Kokomo, IN metro area83,752 people
- Columbus, IN metro area83,536 people
Questions
How fast is the Decatur, IN area growing?
Population estimates put the Decatur area at 36,650 people in 2025, up 2.2% since 2020, slower than the U.S. (+3.1%). It has 12,401 households. Median household income rose 24.4% from the 2015–2019 survey, before inflation.
How much do households in the Decatur, IN area spend?
Households in the Decatur area spend about $164.1M a year on rent and homeowner costs, $71.5M on groceries and $44M on food away from home. Set against the U.S., households in the Decatur area spend the most on vehicle maintenance and repairs (an index of 106, where 100 is the U.S. average) and the least on child care and other personal services (57).
Which business types have the highest market scores in the Decatur, IN area?
The highest Groundwork market scores in the Decatur area are for dentists and orthodontists (81), fast food and sandwich shops (81) and medical and dental practices (81). The Decatur area ranks #13 of 526 scored small-town markets for dentists and orthodontists.
How does the Decatur, IN area compare with the U.S.?
The median household income in the Decatur area is $65,289 a year, 19% below the U.S. median of $80,734. The population rose 2.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $178,400, against $332,700 for the U.S. For its number of households, the Decatur area has the most map listings, relative to the U.S., for pizza places (71% above the U.S. rate) and the fewest for medical and dental practices (53% 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. 37 of the 56 business types have a score in the Decatur 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 Decatur 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 Decatur 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 Decatur 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.