Small-town market profile · Indiana
Greencastle, IN area market data
Population, household spending and competition for 56 business types in the Greencastle area, each scored against other small-town markets.
- Population, 2025
- 37,876
- +3.2% since 2020
- Households
- 14,142
- Median household income
- $78,378
- Median home value
- $218,900
- Jobs located here
- 12,980
- Highest market score
- 91
- Grocery and convenience stores, #1 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Greencastle area by name and distance, and the households and spending within reach. Or open the report at the center of the Greencastle 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
An estimated 37,876 people live in the Greencastle area, in 14,142 households. Between 2020 and 2025, the population of the Greencastle area grew 3.2%, in step with the U.S. (+3.1%). The median household income in the Greencastle area is $78,378 a year, 3% below the U.S. median of $80,734.
Set against the U.S., households in the Greencastle area spend the most on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and the least on child care and other personal services (65).
The highest Groundwork market scores in the Greencastle area are for grocery and convenience stores (91), primary care and pediatric clinics (90) and medical and dental practices (89). The Greencastle area ranks #1 of 538 scored small-town markets for grocery and convenience stores.
The Greencastle area is made up of one county, Putnam County. For its number of households, the Greencastle area has the most map listings, relative to the U.S., for pizza places (twice the U.S. rate) and the fewest for grocery and convenience stores (62% below the U.S. rate).
All 56 business types in the Greencastle area
Highest Groundwork market score first. Each score compares the Greencastle 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 |
|---|---|---|---|---|---|---|---|
| Grocery and convenience stores | 91 | #1 of 538 | 10 | 7.1 | $8.4M | 248 | 4 |
| Primary care and pediatrics | 90 | #2 of 458 | 6 | 4.2 | $3.2M | 182 | 4 |
| Doctors, dentists and clinics | 89 | #5 of 538 | 63 | 44.5 | $309K | 203 | 22 |
| Bakeries and dessert shops | 88 | #4 of 507 | 6 | 4.2 | $8.9M | 214 | 4 |
| Grocery stores | 87 | #10 of 506 | 5 | 3.5 | $16.8M | 181 | 4 |
| Coffee shops and cafes | 86 | #2 of 529 | 8 | 5.7 | $6.7M | 180 | 4 |
| Gyms, studios and classes | 86 | #6 of 535 | 11 | 7.8 | $1.1M | 161 | Under 3 |
| Spas and skin care | 86 | #7 of 504 | 6 | 4.2 | $2.3M | 259 | Under 3 |
| Gyms | 86 | #8 of 506 | 5 | 3.5 | $2.4M | 181 | Under 3 |
| Restaurants and cafes | 85 | #13 of 538 | 113 | 79.9 | $472K | 127 | 48 |
| Clothing and shoe stores | 80 | #29 of 536 | 15 | 10.6 | $1.8M | 141 | 3 |
| Clothing, shoes and laundry | 80 | #33 of 536 | 22 | 15.6 | $1.2M | 139 | 3 |
| Sit-down restaurants | 79 | #24 of 538 | 64 | 45.3 | $833K | 125 | 21 |
| Auto repair and car care | 79 | #27 of 538 | 50 | 35.4 | $333K | 124 | 22 |
| Dentists and orthodontists | 79 | #29 of 526 | 11 | 7.8 | $1.8M | 180 | 8 |
| Salons, barbers and spas | 76 | #22 of 538 | 43 | 30.4 | $317K | 149 | 8 |
| Fast food and sandwich shops | 74 | #64 of 537 | 18 | 12.7 | $3M | 97 | 23 |
| Auto repair shops | 71 | #68 of 538 | 31 | 21.9 | $537K | 121 | 19 |
| Veterinarians | 70 | #64 of 398 | 5 | 3.5 | $2.3M | 85 | 4 |
| Hair salons | 68 | #74 of 538 | 30 | 21.2 | $454K | 106 | 5 |
| Landscaping and lawn care | 65 | #91 of 399 | 7 | 4.9 | $2.4M | 82 | 6 |
| Pet businesses | 64 | #106 of 527 | 20 | 14.1 | $579K | 66 | 4 |
| Lawn, cleaning and pest control | 55 | #192 of 481 | 12 | 8.5 | $1.4M | 84 | 13 |
| Insurance agencies | 55 | #220 of 537 | 17 | 12.0 | $1.5M | 121 | 15 |
| Funeral homes | 52 | #163 of 365 | 5 | 3.5 | $412K | 61 | 4 |
| Gas stations | 52 | #254 of 536 | 25 | 17.7 | $1.7M | 71 | 25 |
| HVAC and plumbing | 51 | #228 of 476 | 11 | 7.8 | $3.4M | 71 | 12 |
| Pizza | 51 | #248 of 520 | 23 | 16.3 | $2.3M | 46 | 23 |
| Pet grooming and boarding | 48 | #216 of 387 | 9 | 6.4 | $1.3M | 51 | Under 3 |
| Real estate | 43 | #355 of 536 | 38 | 26.9 | Index only | 118 | 17 |
| Real estate agents and brokers | 40 | #386 of 533 | 32 | 22.6 | Index only | 111 | 13 |
| Home repair trades | 39 | #393 of 526 | 23 | 16.3 | $1.6M | 66 | 33 |
| Roofing and gutters | 34 | #231 of 288 | 8 | 5.7 | $4.6M | 55 | 6 |
| Barbershops | Not scored | Not scored | 4 | 2.8 | $3.4M | 181 | Under 3 |
| Chiropractors | Not scored | Not scored | 4 | 2.8 | $4.9M | 204 | 3 |
| Collision repair and body shops | Not scored | Not scored | 4 | 2.8 | $4.2M | 135 | 3 |
| Convenience stores | Not scored | Not scored | 4 | 2.8 | $21M | 267 | Under 3 |
| Electricians | Not scored | Not scored | 4 | 2.8 | $9.3M | 77 | 15 |
| House cleaning | Not scored | Not scored | 4 | 2.8 | $4.2M | 66 | 7 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 2.8 | $2.9M | 146 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 4 | 2.8 | $4.9M | 155 | 3 |
| Property management | Not scored | Not scored | 4 | 2.8 | Index only | 87 | Under 3 |
| Tire shops | Not scored | Not scored | 4 | 2.8 | $4.2M | 166 | Under 3 |
| Car washes and detailing | Not scored | Not scored | 3 | 2.1 | $5.5M | 220 | Under 3 |
| Child care and preschools | Not scored | Not scored | 3 | 2.1 | $1.8M | 176 | 5 |
| Dry cleaners | Not scored | Not scored | 3 | 2.1 | $9M | 57 | Under 3 |
| Nail salons | Not scored | Not scored | 3 | 2.1 | $4.5M | 272 | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 1.4 | $5.8M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 2 | 1.4 | $9.7M | Too few | 4 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.4 | $5.9M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.7 | Index only | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 0.7 | $26.9M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.7 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.7 | $16.9M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.7 | $19.5M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Greencastle 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 | $16.6M | $1,177 | 123 |
| Gasoline and other fuels | $42.5M | $3,004 | 116 |
| Food away from home | $53.3M | $3,768 | 93 |
| Groceries | $84.1M | $5,950 | 94 |
| Personal care products and services | $13.6M | $963 | 96 |
| Child care and other personal services | $5.3M | $375 | 65 |
| Memberships, classes and admissions | $11.8M | $831 | 85 |
| Medical and dental services | $19.5M | $1,377 | 107 |
| Pets | $11.6M | $819 | 90 |
| Clothing, shoes and related services | $26.9M | $1,904 | 93 |
| Vehicle insurance | $25.8M | $1,824 | 93 |
| Home repairs, maintenance and insurance | $37.1M | $2,626 | 87 |
| Lawn care, cleaning and other household services | $16.9M | $1,194 | 84 |
| Rent and homeowner costs | $193.9M | $13,710 | 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 Greencastle area
- Population, 2025 estimate
- 37,876+3.2% since 2020
- Households
- 14,142
- Median age
- 40.5
- Homes lived in by their owners
- 75%
- Vehicles per household
- 2.1
- Land area
- 481 sq. mi.
- People per square mile
- 78
- Median household income
- $78,378
- Average household income
- $90,595
- Median home value
- $218,900
- Jobs located here
- 12,980
- Daytime population
- 33,740Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Greencastle 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 Greencastle 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 Greencastle area 1
- Putnam County, IN37,280 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 Greencastle, IN area growing?
Population estimates put the Greencastle area at 37,876 people in 2025, up 3.2% since 2020, in step with the U.S. (+3.1%). It has 14,142 households.
How much do households in the Greencastle, IN area spend?
Households in the Greencastle area spend about $193.9M a year on rent and homeowner costs, $84.1M on groceries and $53.3M on food away from home. Relative to the U.S., household spending in the Greencastle area runs highest on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and lowest on child care and other personal services (65).
Which business types have the highest market scores in the Greencastle, IN area?
Of the business types scored in the Greencastle area, grocery and convenience stores (91), primary care and pediatric clinics (90) and medical and dental practices (89) have the highest Groundwork market scores. For grocery and convenience stores, that ranks #1 of 538 scored small-town markets.
How does the Greencastle, IN area compare with the U.S.?
Median household income in the Greencastle area is $78,378, 3% below the U.S. median of $80,734. The population rose 3.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $218,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pizza places (twice the U.S. rate) and lowest for grocery and convenience stores (62% 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. 33 of the 56 business types have a score in the Greencastle 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 Greencastle 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 Greencastle 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 Greencastle 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.