Small-town market profile · Indiana
Marion, IN area market data
How the Marion area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 66,524
- 0.0% since 2020
- Households
- 26,773
- Median household income
- $53,522
- +20.7% vs. 2015–2019, before inflation
- Median home value
- $122,300
- Jobs located here
- 28,051
- Highest market score
- 75
- Tire shops, #50 of 431 scored small-town markets
A site report maps the competitors on map listings around any address in the Marion area by name and distance, and the households and spending within reach. Or open the report at the center of the Marion 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 Marion area has an estimated 66,524 people and 26,773 households. Population estimates show the Marion area held about level from 2020 to 2025, against +3.1% for the U.S. Median household income in the Marion area is $53,522, 34% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 20.7%, before inflation.
Relative to the U.S., household spending in the Marion 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 (49).
Of the business types scored in the Marion area, tire shops (75), collision repair and body shops (69) and gyms (65) have the highest Groundwork market scores. For tire shops, that ranks #50 of 431 scored small-town markets.
The Marion area is made up of one county, Grant 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 agents and brokers (65% below the U.S. rate).
All 56 business types in the Marion area
Highest Groundwork market score first. Each score compares the Marion 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 |
|---|---|---|---|---|---|---|---|
| Tire shops | 75 | #50 of 431 | 5 | 1.9 | $5.5M | 218 | 4 |
| Collision repair and body shops | 69 | #61 of 387 | 5 | 1.9 | $5.5M | 177 | 7 |
| Gyms | 65 | #90 of 506 | 12 | 4.5 | $1.4M | 107 | 4 |
| Dentists and orthodontists | 64 | #130 of 526 | 19 | 7.1 | $1.7M | 173 | 15 |
| Grocery stores | 63 | #118 of 506 | 12 | 4.5 | $12.1M | 130 | 8 |
| Pet grooming and boarding | 61 | #106 of 387 | 7 | 2.6 | $2.6M | 103 | 4 |
| Hair salons | 61 | #145 of 538 | 50 | 18.7 | $445K | 103 | 4 |
| Grocery and convenience stores | 61 | #164 of 538 | 42 | 15.7 | $3.4M | 102 | 13 |
| Gyms, studios and classes | 60 | #151 of 535 | 25 | 9.3 | $670K | 101 | 4 |
| Clothing, shoes and laundry | 60 | #178 of 536 | 38 | 14.2 | $1.2M | 134 | 8 |
| Clothing and shoe stores | 59 | #189 of 536 | 28 | 10.5 | $1.6M | 126 | 8 |
| Optometrists and eye care | 58 | #133 of 400 | 6 | 2.2 | $5.4M | 172 | 8 |
| Salons, barbers and spas | 58 | #168 of 538 | 93 | 34.7 | $239K | 112 | 7 |
| Veterinarians | 57 | #145 of 398 | 7 | 2.6 | $2.6M | 96 | 7 |
| Real estate agents and brokers | 57 | #163 of 533 | 29 | 10.8 | Index only | 207 | 8 |
| Primary care and pediatrics | 57 | #175 of 458 | 18 | 6.7 | $1.8M | 101 | 21 |
| Bakeries and dessert shops | 56 | #184 of 507 | 14 | 5.2 | $6.1M | 148 | 12 |
| Auto repair and car care | 56 | #206 of 538 | 97 | 36.2 | $281K | 105 | 44 |
| Spas and skin care | 55 | #196 of 504 | 15 | 5.6 | $1.5M | 169 | Under 3 |
| Auto repair shops | 55 | #219 of 538 | 59 | 22.0 | $462K | 104 | 30 |
| HVAC and plumbing | 54 | #188 of 476 | 11 | 4.1 | $5.6M | 118 | 19 |
| Doctors, dentists and clinics | 54 | #237 of 538 | 178 | 66.5 | $181K | 119 | 57 |
| Physical therapy | 51 | #202 of 400 | 12 | 4.5 | $2.7M | 112 | 10 |
| Car washes and detailing | 51 | #214 of 441 | 11 | 4.1 | $2.5M | 98 | 6 |
| Pet businesses | 51 | #264 of 527 | 19 | 7.1 | $962K | 109 | 14 |
| Convenience stores | 51 | #276 of 529 | 26 | 9.7 | $5.6M | 71 | 5 |
| Restaurants and cafes | 50 | #260 of 538 | 229 | 85.5 | $374K | 101 | 104 |
| Sit-down restaurants | 50 | #264 of 538 | 121 | 45.2 | $708K | 107 | 41 |
| Property management | 49 | #92 of 180 | 6 | 2.2 | Index only | 98 | 5 |
| Lawn, cleaning and pest control | 49 | #243 of 481 | 17 | 6.3 | $1.7M | 99 | 18 |
| Home repair trades | 48 | #292 of 526 | 27 | 10.1 | $2.3M | 94 | 30 |
| Real estate | 46 | #303 of 536 | 46 | 17.2 | Index only | 165 | 19 |
| Electricians | 44 | #189 of 295 | 9 | 3.4 | $6.8M | 57 | 11 |
| Roofing and gutters | 42 | #188 of 288 | 7 | 2.6 | $8.8M | 104 | Under 3 |
| Landscaping and lawn care | 42 | #258 of 399 | 15 | 5.6 | $1.9M | 64 | 10 |
| Barbershops | 41 | #245 of 377 | 12 | 4.5 | $1.9M | 98 | Under 3 |
| Funeral homes | 38 | #255 of 365 | 12 | 4.5 | $346K | 51 | 9 |
| Coffee shops and cafes | 37 | #401 of 529 | 29 | 10.8 | $3M | 80 | 12 |
| Mortgage brokers and lenders | 35 | #138 of 177 | 11 | 4.1 | Index only | 76 | 3 |
| Insurance agencies | 35 | #395 of 537 | 34 | 12.7 | $1.3M | 102 | 28 |
| Nail salons | 34 | #306 of 387 | 15 | 5.6 | $1.5M | 89 | Under 3 |
| Fast food and sandwich shops | 33 | #429 of 537 | 40 | 14.9 | $2.1M | 70 | 51 |
| Child care and preschools | 32 | #372 of 454 | 18 | 6.7 | $426K | 43 | 9 |
| Martial arts and dance studios | 29 | #326 of 378 | 12 | 4.5 | $1.4M | 69 | Under 3 |
| Pizza | 29 | #463 of 520 | 31 | 11.6 | $2.8M | 54 | 51 |
| Gas stations | 16 | #519 of 536 | 69 | 25.8 | $1M | 44 | 56 |
| Chiropractors | Not scored | Not scored | 4 | 1.5 | $8.1M | 337 | 3 |
| Laundromats | Not scored | Not scored | 4 | 1.5 | $11.2M | 89 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 4 | 1.5 | $6.8M | 50 | Under 3 |
| Pet stores | Not scored | Not scored | 4 | 1.5 | $4.6M | 101 | 3 |
| House cleaning | Not scored | Not scored | 2 | 0.7 | $14.1M | Too few | 8 |
| Dry cleaners | Not scored | Not scored | 1 | 0.4 | $44.7M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.4 | $16.8M | Too few | 4 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 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 Marion 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 | $27.3M | $1,019 | 106 |
| Gasoline and other fuels | $71.7M | $2,678 | 103 |
| Food away from home | $85.6M | $3,199 | 79 |
| Groceries | $144.7M | $5,406 | 86 |
| Personal care products and services | $22.2M | $830 | 83 |
| Child care and other personal services | $7.7M | $287 | 49 |
| Memberships, classes and admissions | $16.8M | $626 | 64 |
| Medical and dental services | $32.2M | $1,204 | 93 |
| Pets | $18.3M | $682 | 75 |
| Clothing, shoes and related services | $44.7M | $1,669 | 81 |
| Vehicle insurance | $43.7M | $1,634 | 83 |
| Home repairs, maintenance and insurance | $61.6M | $2,300 | 76 |
| Lawn care, cleaning and other household services | $28.2M | $1,053 | 74 |
| Rent and homeowner costs | $328M | $12,253 | 74 |
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 Marion area
- Population, 2025 estimate
- 66,5240.0% since 2020
- Households
- 26,773
- Median age
- 40.1
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 414 sq. mi.
- People per square mile
- 160
- Median household income
- $53,522+20.7% vs. 2015–2019, before inflation
- Average household income
- $71,971
- Median home value
- $122,300
- Jobs located here
- 28,051
- Daytime population
- 67,529Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Marion 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 Marion 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 Marion area 1
- Grant County, IN66,295 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 Marion, IN area growing?
Population estimates put the Marion area at 66,524 people in 2025, unchanged since 2020, against +3.1% for the U.S. It has 26,773 households. Median household income rose 20.7% from the 2015–2019 survey, before inflation.
How much do households in the Marion, IN area spend?
Households in the Marion area spend about $328M a year on rent and homeowner costs, $144.7M on groceries and $85.6M on food away from home. Set against the U.S., households in the Marion 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 (49).
Which business types have the highest market scores in the Marion, IN area?
The highest Groundwork market scores in the Marion area are for tire shops (75), collision repair and body shops (69) and gyms (65). The Marion area ranks #50 of 431 scored small-town markets for tire shops.
How does the Marion, IN area compare with the U.S.?
The median household income in the Marion area is $53,522 a year, 34% below the U.S. median of $80,734. The population held level from 2020 to 2025, against +3.1% for the U.S. The median home value is $122,300, against $332,700 for the U.S. For its number of households, the Marion 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 agents and brokers (65% 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. 46 of the 56 business types have a score in the Marion 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 Marion 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 Marion 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 Marion 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.