Small-town market profile · Indiana
Kendallville, IN area market data
How the Kendallville area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 47,937
- +1.0% since 2020
- Households
- 18,179
- Median household income
- $71,723
- +26.3% vs. 2015–2019, before inflation
- Median home value
- $196,800
- Jobs located here
- 16,886
- Highest market score
- 82
- Salons, barbers and spas, #4 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Kendallville area by name and distance, and the households and spending within reach. Or open the report at the center of the Kendallville 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 Kendallville area has an estimated 47,937 people and 18,179 households. Between 2020 and 2025, the population of the Kendallville area grew 1.0%, slower than the U.S. (+3.1%). Median household income in the Kendallville area is $71,723, 11% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 26.3%, before inflation.
Relative to the U.S., household spending in the Kendallville area runs highest on vehicle maintenance and repairs (an index of 116, where 100 is the U.S. average) and lowest on child care and other personal services (61).
Of the business types scored in the Kendallville area, salons, barbers and spas (82); sit-down restaurants (79); and physical therapy clinics (79) have the highest Groundwork market scores. For salons, barbers and spas, that ranks #4 of 538 scored small-town markets.
The Kendallville area is made up of one county, Noble County. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (83% above the U.S. rate) and lowest for clothing and shoe stores (59% below the U.S. rate).
All 56 business types in the Kendallville area
Highest Groundwork market score first. Each score compares the Kendallville 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 |
|---|---|---|---|---|---|---|---|
| Salons, barbers and spas | 82 | #4 of 538 | 43 | 23.7 | $398K | 187 | 6 |
| Sit-down restaurants | 79 | #22 of 538 | 71 | 39.1 | $936K | 141 | 24 |
| Physical therapy | 79 | #22 of 400 | 6 | 3.3 | $4.1M | 169 | 4 |
| Restaurants and cafes | 79 | #31 of 538 | 140 | 77.0 | $475K | 128 | 61 |
| Grocery and convenience stores | 78 | #23 of 538 | 26 | 14.3 | $4.1M | 121 | 8 |
| Dentists and orthodontists | 78 | #37 of 526 | 13 | 7.2 | $1.9M | 191 | 9 |
| Spas and skin care | 77 | #19 of 504 | 8 | 4.4 | $2.1M | 244 | Under 3 |
| HVAC and plumbing | 77 | #19 of 476 | 5 | 2.8 | $9.4M | 197 | 10 |
| Gyms, studios and classes | 77 | #21 of 535 | 14 | 7.7 | $1M | 153 | Under 3 |
| Tire shops | 76 | #46 of 431 | 6 | 3.3 | $3.4M | 134 | Under 3 |
| Clothing and shoe stores | 76 | #48 of 536 | 12 | 6.6 | $2.8M | 221 | Under 3 |
| Hair salons | 75 | #27 of 538 | 27 | 14.9 | $634K | 147 | 6 |
| Clothing, shoes and laundry | 75 | #63 of 536 | 21 | 11.6 | $1.6M | 182 | Under 3 |
| Bakeries and dessert shops | 72 | #46 of 507 | 13 | 7.2 | $5.1M | 123 | 5 |
| Gyms | 71 | #44 of 506 | 10 | 5.5 | $1.4M | 109 | Under 3 |
| Home repair trades | 71 | #48 of 526 | 16 | 8.8 | $2.9M | 121 | 19 |
| Coffee shops and cafes | 71 | #55 of 529 | 15 | 8.3 | $4.4M | 120 | 5 |
| Fast food and sandwich shops | 71 | #80 of 537 | 19 | 10.5 | $3.5M | 115 | 31 |
| Chiropractors | 70 | #55 of 426 | 10 | 5.5 | $2.4M | 102 | 3 |
| Doctors, dentists and clinics | 70 | #91 of 538 | 121 | 66.6 | $201K | 132 | 33 |
| Convenience stores | 69 | #96 of 529 | 14 | 7.7 | $7.6M | 97 | Under 3 |
| Primary care and pediatrics | 67 | #104 of 458 | 13 | 7.2 | $1.9M | 105 | 14 |
| Electricians | 66 | #51 of 295 | 5 | 2.8 | $9.4M | 78 | 6 |
| Grocery stores | 66 | #100 of 506 | 9 | 5.0 | $11.9M | 128 | 8 |
| Veterinarians | 64 | #96 of 398 | 5 | 2.8 | $2.9M | 105 | 6 |
| Child care and preschools | 63 | #123 of 454 | 7 | 3.9 | $915K | 91 | 6 |
| Auto repair and car care | 61 | #172 of 538 | 78 | 42.9 | $259K | 96 | 28 |
| Auto repair shops | 60 | #167 of 538 | 40 | 22.0 | $505K | 114 | 26 |
| Real estate | 58 | #150 of 536 | 30 | 16.5 | Index only | 188 | 17 |
| Pizza | 58 | #171 of 520 | 17 | 9.4 | $3.9M | 77 | 31 |
| Insurance agencies | 58 | #200 of 537 | 20 | 11.0 | $1.6M | 125 | 13 |
| Roofing and gutters | 57 | #104 of 288 | 6 | 3.3 | $7.8M | 92 | 3 |
| Funeral homes | 57 | #136 of 365 | 6 | 3.3 | $415K | 61 | 3 |
| Car washes and detailing | 55 | #179 of 441 | 10 | 5.5 | $2M | 80 | Under 3 |
| Collision repair and body shops | 54 | #157 of 387 | 6 | 3.3 | $3.4M | 109 | 11 |
| Real estate agents and brokers | 54 | #205 of 533 | 27 | 14.9 | Index only | 166 | 10 |
| Gas stations | 53 | #237 of 536 | 31 | 17.1 | $1.7M | 70 | 21 |
| Pet stores | 52 | #99 of 220 | 5 | 2.8 | $2.9M | 63 | Under 3 |
| Lawn, cleaning and pest control | 40 | #325 of 481 | 17 | 9.4 | $1.3M | 75 | 20 |
| Pet businesses | 39 | #392 of 527 | 26 | 14.3 | $551K | 63 | 12 |
| Landscaping and lawn care | 32 | #333 of 399 | 14 | 7.7 | $1.5M | 52 | 15 |
| Pet grooming and boarding | 30 | #334 of 387 | 12 | 6.6 | $1.2M | 47 | 6 |
| Barbershops | Not scored | Not scored | 4 | 2.2 | $4.3M | 227 | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 2.2 | $3.6M | 176 | Under 3 |
| Nail salons | Not scored | Not scored | 4 | 2.2 | $4.3M | 256 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 4 | 2.2 | $6.1M | 194 | 3 |
| Laundromats | Not scored | Not scored | 3 | 1.7 | $11.2M | 90 | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 1.1 | $10.6M | Too few | 5 |
| Property management | Not scored | Not scored | 2 | 1.1 | Index only | Too few | 5 |
| Dry cleaners | Not scored | Not scored | 1 | 0.6 | $33.6M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $20.2M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.6 | $21.3M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.6 | $24.4M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Kendallville 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 | $20.2M | $1,111 | 116 |
| Gasoline and other fuels | $51.7M | $2,844 | 110 |
| Food away from home | $66.4M | $3,654 | 90 |
| Groceries | $106.8M | $5,875 | 93 |
| Personal care products and services | $17.1M | $941 | 94 |
| Child care and other personal services | $6.4M | $352 | 61 |
| Memberships, classes and admissions | $14.2M | $781 | 79 |
| Medical and dental services | $24.4M | $1,341 | 104 |
| Pets | $14.3M | $788 | 87 |
| Clothing, shoes and related services | $33.6M | $1,851 | 90 |
| Vehicle insurance | $31.5M | $1,732 | 89 |
| Home repairs, maintenance and insurance | $46.9M | $2,580 | 85 |
| Lawn care, cleaning and other household services | $21.3M | $1,170 | 83 |
| Rent and homeowner costs | $244.8M | $13,467 | 81 |
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 Kendallville area
- Population, 2025 estimate
- 47,937+1.0% since 2020
- Households
- 18,179
- Median age
- 39.3
- Homes lived in by their owners
- 77%
- Vehicles per household
- 1.9
- Land area
- 411 sq. mi.
- People per square mile
- 116
- Median household income
- $71,723+26.3% vs. 2015–2019, before inflation
- Average household income
- $86,740
- Median home value
- $196,800
- Jobs located here
- 16,886
- Daytime population
- 42,342Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Kendallville 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 Kendallville 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 Kendallville area 1
- Noble County, IN47,495 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 Kendallville, IN area growing?
Population estimates put the Kendallville area at 47,937 people in 2025, up 1.0% since 2020, slower than the U.S. (+3.1%). It has 18,179 households. Median household income rose 26.3% from the 2015–2019 survey, before inflation.
How much do households in the Kendallville, IN area spend?
Households in the Kendallville area spend about $244.8M a year on rent and homeowner costs, $106.8M on groceries and $66.4M on food away from home. Set against the U.S., households in the Kendallville area spend the most on vehicle maintenance and repairs (an index of 116, where 100 is the U.S. average) and the least on child care and other personal services (61).
Which business types have the highest market scores in the Kendallville, IN area?
The highest Groundwork market scores in the Kendallville area are for salons, barbers and spas (82); sit-down restaurants (79); and physical therapy clinics (79). The Kendallville area ranks #4 of 538 scored small-town markets for salons, barbers and spas.
How does the Kendallville, IN area compare with the U.S.?
The median household income in the Kendallville area is $71,723 a year, 11% below the U.S. median of $80,734. The population rose 1.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $196,800, against $332,700 for the U.S. For its number of households, the Kendallville area has the most map listings, relative to the U.S., for pet grooming and boarding businesses (83% above the U.S. rate) and the fewest for clothing and shoe stores (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. 42 of the 56 business types have a score in the Kendallville 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 Kendallville 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 Kendallville area?
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The button opens the report at the center of the Kendallville 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.