Small-town market profile · Indiana
Huntington, IN area market data
How the Huntington area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 37,224
- +1.6% since 2020
- Households
- 15,403
- Median household income
- $66,301
- +23.6% vs. 2015–2019, before inflation
- Median home value
- $161,600
- Jobs located here
- 13,407
- Highest market score
- 81
- Grocery stores, #23 of 506 scored small-town markets
A site report maps the competitors on map listings around any address in the Huntington area by name and distance, and the households and spending within reach. Or open the report at the center of the Huntington 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 Huntington area has an estimated 37,224 people and 15,403 households. Population estimates put the population change in the Huntington area from 2020 to 2025 at +1.6%, slower than the U.S. (+3.1%). Median household income in the Huntington area is $66,301, 18% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 23.6%, before inflation.
Relative to the U.S., household spending in the Huntington area runs highest on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and lowest on child care and other personal services (57).
Of the business types scored in the Huntington area, grocery stores (81), dentists and orthodontists (79) and restaurants and cafes (76) have the highest Groundwork market scores. For grocery stores, that ranks #23 of 506 scored small-town markets.
The Huntington area is made up of one county, Huntington County. Against the U.S., map listings per household run highest for gas stations (2.4 times the U.S. rate) and lowest for real estate businesses (59% below the U.S. rate).
All 56 business types in the Huntington area
Highest Groundwork market score first. Each score compares the Huntington 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 stores | 81 | #23 of 506 | 7 | 4.5 | $12.7M | 137 | 3 |
| Dentists and orthodontists | 79 | #26 of 526 | 10 | 6.5 | $2M | 206 | 8 |
| Restaurants and cafes | 76 | #45 of 538 | 117 | 76.0 | $467K | 126 | 55 |
| Sit-down restaurants | 74 | #46 of 538 | 54 | 35.1 | $1M | 153 | 25 |
| Clothing, shoes and laundry | 74 | #71 of 536 | 18 | 11.7 | $1.5M | 175 | 5 |
| Chiropractors | 73 | #28 of 426 | 6 | 3.9 | $3.4M | 141 | 4 |
| Primary care and pediatrics | 70 | #82 of 458 | 10 | 6.5 | $2M | 114 | 11 |
| Clothing and shoe stores | 70 | #99 of 536 | 16 | 10.4 | $1.7M | 137 | 5 |
| Auto repair and car care | 68 | #95 of 538 | 50 | 32.5 | $328K | 122 | 25 |
| Grocery and convenience stores | 68 | #104 of 538 | 35 | 22.7 | $2.5M | 75 | 3 |
| Home repair trades | 66 | #84 of 526 | 15 | 9.7 | $2.6M | 107 | 16 |
| Fast food and sandwich shops | 65 | #133 of 537 | 19 | 12.3 | $2.9M | 94 | 25 |
| Doctors, dentists and clinics | 65 | #135 of 538 | 117 | 76.0 | $173K | 113 | 27 |
| Gyms, studios and classes | 64 | #99 of 535 | 11 | 7.1 | $1M | 157 | 7 |
| Auto repair shops | 63 | #130 of 538 | 29 | 18.8 | $566K | 127 | 22 |
| Bakeries and dessert shops | 62 | #119 of 507 | 10 | 6.5 | $5.5M | 132 | 8 |
| Veterinarians | 61 | #121 of 398 | 6 | 3.9 | $1.9M | 72 | 3 |
| Coffee shops and cafes | 60 | #162 of 529 | 16 | 10.4 | $3.4M | 92 | 5 |
| Hair salons | 58 | #168 of 538 | 27 | 17.5 | $524K | 122 | 11 |
| Gyms | 58 | #168 of 506 | 7 | 4.5 | $1.6M | 126 | 7 |
| Real estate | 56 | #177 of 536 | 24 | 15.6 | Index only | 196 | 16 |
| Optometrists and eye care | 55 | #166 of 400 | 8 | 5.2 | $2.5M | 81 | Under 3 |
| Pizza | 54 | #222 of 520 | 16 | 10.4 | $3.4M | 67 | 25 |
| Spas and skin care | 52 | #223 of 504 | 12 | 7.8 | $1.2M | 135 | 4 |
| Salons, barbers and spas | 52 | #242 of 538 | 53 | 34.4 | $267K | 125 | 18 |
| HVAC and plumbing | 51 | #230 of 476 | 12 | 7.8 | $3.2M | 68 | 8 |
| Nail salons | 50 | #209 of 387 | 8 | 5.2 | $1.8M | 106 | 3 |
| Convenience stores | 50 | #286 of 529 | 19 | 12.3 | $4.7M | 59 | Under 3 |
| Real estate agents and brokers | 49 | #269 of 533 | 21 | 13.6 | Index only | 178 | 13 |
| Child care and preschools | 45 | #273 of 454 | 6 | 3.9 | $847K | 85 | 10 |
| Landscaping and lawn care | 41 | #263 of 399 | 8 | 5.2 | $2.2M | 75 | 14 |
| Pet businesses | 38 | #402 of 527 | 23 | 14.9 | $508K | 58 | 8 |
| Lawn, cleaning and pest control | 37 | #364 of 481 | 14 | 9.1 | $1.3M | 75 | 19 |
| Funeral homes | 33 | #294 of 365 | 7 | 4.5 | $314K | 46 | 5 |
| Gas stations | 30 | #465 of 536 | 40 | 26.0 | $1.1M | 44 | 23 |
| Insurance agencies | 29 | #442 of 537 | 23 | 14.9 | $1.1M | 90 | 21 |
| Pet grooming and boarding | 26 | #351 of 387 | 11 | 7.1 | $1.1M | 42 | 5 |
| Barbershops | Not scored | Not scored | 4 | 2.6 | $3.5M | 187 | Under 3 |
| House cleaning | Not scored | Not scored | 4 | 2.6 | $4.4M | 69 | 5 |
| Physical therapy | Not scored | Not scored | 4 | 2.6 | $5.1M | 211 | 4 |
| Car washes and detailing | Not scored | Not scored | 3 | 1.9 | $5.5M | 217 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.9 | $5.5M | 40 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 1.9 | $5.5M | 218 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 1.3 | $8.2M | Too few | 3 |
| Martial arts and dance studios | Not scored | Not scored | 2 | 1.3 | $5.7M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.3 | $8.8M | Too few | Under 3 |
| Property management | Not scored | Not scored | 2 | 1.3 | Index only | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.3 | $19.5M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 1.3 | $10.1M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.3 | $5.7M | Too few | 7 |
| Electricians | Not scored | Not scored | 1 | 0.6 | $39M | Too few | 8 |
| Laundromats | Not scored | Not scored | 1 | 0.6 | $27.8M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| 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 |
| Pet stores | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Huntington 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 | $16.4M | $1,065 | 111 |
| Gasoline and other fuels | $42.3M | $2,743 | 106 |
| Food away from home | $54.7M | $3,548 | 87 |
| Groceries | $89M | $5,777 | 91 |
| Personal care products and services | $14.1M | $918 | 91 |
| Child care and other personal services | $5.1M | $330 | 57 |
| Memberships, classes and admissions | $11.5M | $744 | 76 |
| Medical and dental services | $20.2M | $1,314 | 102 |
| Pets | $11.7M | $759 | 83 |
| Clothing, shoes and related services | $27.8M | $1,804 | 88 |
| Vehicle insurance | $25.9M | $1,680 | 86 |
| Home repairs, maintenance and insurance | $39M | $2,530 | 84 |
| Lawn care, cleaning and other household services | $17.7M | $1,146 | 81 |
| Rent and homeowner costs | $203.5M | $13,213 | 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 Huntington area
- Population, 2025 estimate
- 37,224+1.6% since 2020
- Households
- 15,403
- Median age
- 41.1
- Homes lived in by their owners
- 77%
- Vehicles per household
- 1.8
- Land area
- 383 sq. mi.
- People per square mile
- 96
- Median household income
- $66,301+23.6% vs. 2015–2019, before inflation
- Average household income
- $83,629
- Median home value
- $161,600
- Jobs located here
- 13,407
- Daytime population
- 32,341Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Huntington 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 Huntington 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 Huntington area 1
- Huntington County, IN36,798 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 Huntington, IN area growing?
Population estimates put the Huntington area at 37,224 people in 2025, up 1.6% since 2020, slower than the U.S. (+3.1%). It has 15,403 households. Median household income rose 23.6% from the 2015–2019 survey, before inflation.
How much do households in the Huntington, IN area spend?
Households in the Huntington area spend about $203.5M a year on rent and homeowner costs, $89M on groceries and $54.7M on food away from home. Set against the U.S., households in the Huntington area spend the most on vehicle maintenance and repairs (an index of 111, 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 Huntington, IN area?
The highest Groundwork market scores in the Huntington area are for grocery stores (81), dentists and orthodontists (79) and restaurants and cafes (76). The Huntington area ranks #23 of 506 scored small-town markets for grocery stores.
How does the Huntington, IN area compare with the U.S.?
The median household income in the Huntington area is $66,301 a year, 18% below the U.S. median of $80,734. The population rose 1.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $161,600, against $332,700 for the U.S. For its number of households, the Huntington area has the most map listings, relative to the U.S., for gas stations (2.4 times the U.S. rate) and the fewest for real estate businesses (59% 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 Huntington 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 Huntington 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 Indiana · Every U.S. market · How we measure
Screening a site or an acquisition in the Huntington 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 Huntington 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.