Small-town market profile · Indiana
Monticello, IN area market data
How the Monticello area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 25,164
- +2.0% since 2020
- Households
- 10,254
- Median household income
- $67,303
- Median home value
- $175,900
- Jobs located here
- 8,813
- Highest market score
- 84
- Doctors, dentists and clinics, #15 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Monticello area by name and distance, and the households and spending within reach. Or open the report at the center of the Monticello 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 Monticello area has an estimated 25,164 people and 10,254 households. Between 2020 and 2025, the population of the Monticello area grew 2.0%, slower than the U.S. (+3.1%). Median household income in the Monticello area is $67,303, 17% below the U.S. median of $80,734.
Relative to the U.S., household spending in the Monticello area runs highest on vehicle maintenance and repairs (an index of 120, where 100 is the U.S. average) and lowest on child care and other personal services (58).
Of the business types scored in the Monticello area, medical and dental practices (84), convenience stores (78) and fast food and sandwich shops (78) have the highest Groundwork market scores. For medical and dental practices, that ranks #15 of 538 scored small-town markets.
The Monticello area is made up of one county, White County. Against the U.S., map listings per household run highest for pizza places (2.6 times the U.S. rate) and lowest for medical and dental practices (51% below the U.S. rate).
All 56 business types in the Monticello area
Highest Groundwork market score first. Each score compares the Monticello 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 |
|---|---|---|---|---|---|---|---|
| Doctors, dentists and clinics | 84 | #15 of 538 | 42 | 41.0 | $323K | 212 | 17 |
| Convenience stores | 78 | #32 of 529 | 6 | 5.9 | $9.9M | 126 | Under 3 |
| Fast food and sandwich shops | 78 | #40 of 537 | 11 | 10.7 | $3.3M | 109 | 13 |
| Auto repair shops | 77 | #32 of 538 | 23 | 22.4 | $514K | 116 | 9 |
| Spas and skin care | 76 | #21 of 504 | 5 | 4.9 | $1.9M | 216 | Under 3 |
| Gyms, studios and classes | 75 | #28 of 535 | 9 | 8.8 | $863K | 130 | Under 3 |
| Grocery and convenience stores | 75 | #38 of 538 | 17 | 16.6 | $3.5M | 103 | 5 |
| Auto repair and car care | 74 | #55 of 538 | 44 | 42.9 | $269K | 100 | 13 |
| Clothing and shoe stores | 72 | #88 of 536 | 11 | 10.7 | $1.7M | 134 | 3 |
| Salons, barbers and spas | 71 | #46 of 538 | 29 | 28.3 | $326K | 153 | 6 |
| Dentists and orthodontists | 69 | #89 of 526 | 9 | 8.8 | $1.5M | 153 | 6 |
| Clothing, shoes and laundry | 67 | #122 of 536 | 19 | 18.5 | $982K | 112 | 3 |
| Coffee shops and cafes | 62 | #133 of 529 | 6 | 5.9 | $6.1M | 165 | 8 |
| HVAC and plumbing | 60 | #137 of 476 | 5 | 4.9 | $5.2M | 109 | 9 |
| Gyms | 60 | #152 of 506 | 7 | 6.8 | $1.1M | 85 | Under 3 |
| Grocery stores | 59 | #170 of 506 | 7 | 6.8 | $8.5M | 91 | 4 |
| Hair salons | 58 | #175 of 538 | 21 | 20.5 | $450K | 105 | 5 |
| Car washes and detailing | 56 | #166 of 441 | 5 | 4.9 | $2.4M | 94 | 3 |
| Chiropractors | 55 | #170 of 426 | 6 | 5.9 | $2.3M | 94 | 4 |
| Restaurants and cafes | 54 | #228 of 538 | 109 | 106.3 | $337K | 91 | 42 |
| Real estate | 52 | #245 of 536 | 20 | 19.5 | Index only | 157 | 9 |
| Optometrists and eye care | 51 | #203 of 400 | 6 | 5.9 | $2.3M | 72 | Under 3 |
| Lawn, cleaning and pest control | 51 | #224 of 481 | 6 | 5.9 | $2M | 117 | 15 |
| Home repair trades | 51 | #265 of 526 | 12 | 11.7 | $2.2M | 89 | 17 |
| Pizza | 50 | #260 of 520 | 21 | 20.5 | $1.7M | 34 | 13 |
| Pet businesses | 46 | #328 of 527 | 18 | 17.6 | $437K | 50 | 3 |
| Real estate agents and brokers | 45 | #329 of 533 | 18 | 17.6 | Index only | 138 | 6 |
| Funeral homes | 41 | #238 of 365 | 6 | 5.9 | $276K | 41 | 3 |
| Sit-down restaurants | 41 | #366 of 538 | 67 | 65.3 | $548K | 83 | 21 |
| Veterinarians | 37 | #297 of 398 | 7 | 6.8 | $1.1M | 41 | 3 |
| Gas stations | 37 | #406 of 536 | 23 | 22.4 | $1.3M | 56 | 21 |
| Insurance agencies | 36 | #390 of 537 | 17 | 16.6 | $1.1M | 87 | 13 |
| Laundromats | 35 | #118 of 150 | 5 | 4.9 | $3.7M | 30 | Under 3 |
| Bakeries and dessert shops | 34 | #420 of 507 | 14 | 13.7 | $2.6M | 63 | 8 |
| Child care and preschools | Not scored | Not scored | 4 | 3.9 | $866K | 86 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 4 | 3.9 | $3M | 96 | 3 |
| Electricians | Not scored | Not scored | 4 | 3.9 | $6.5M | 54 | 8 |
| Landscaping and lawn care | Not scored | Not scored | 3 | 2.9 | $3.9M | 134 | 11 |
| Pet grooming and boarding | Not scored | Not scored | 3 | 2.9 | $2.6M | 103 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 2.9 | $2.6M | 58 | Under 3 |
| Physical therapy | Not scored | Not scored | 3 | 2.9 | $4.5M | 188 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 3 | 2.9 | $8.7M | 102 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 2.9 | $3.9M | 158 | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 2.0 | $5.9M | Too few | 4 |
| Nail salons | Not scored | Not scored | 2 | 2.0 | $4.7M | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 2.0 | $6.8M | Too few | 7 |
| Barbershops | Not scored | Not scored | 1 | 1.0 | $9.5M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 1.0 | $18.7M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 1 | 1.0 | $7.8M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 1.0 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 1.0 | $11.8M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 1.0 | $11.8M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 1.0 | Index only | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 1.0 | $7.8M | Too few | Under 3 |
| Home inspectors | 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 Monticello 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 | $11.8M | $1,154 | 120 |
| Gasoline and other fuels | $30.5M | $2,971 | 114 |
| Food away from home | $36.7M | $3,578 | 88 |
| Groceries | $59.4M | $5,788 | 92 |
| Personal care products and services | $9.5M | $922 | 92 |
| Child care and other personal services | $3.5M | $338 | 58 |
| Memberships, classes and admissions | $7.8M | $758 | 77 |
| Medical and dental services | $13.5M | $1,321 | 103 |
| Pets | $7.9M | $767 | 84 |
| Clothing, shoes and related services | $18.7M | $1,820 | 89 |
| Vehicle insurance | $18.6M | $1,817 | 93 |
| Home repairs, maintenance and insurance | $26M | $2,533 | 84 |
| Lawn care, cleaning and other household services | $11.8M | $1,152 | 81 |
| Rent and homeowner costs | $135.9M | $13,251 | 80 |
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 Monticello area
- Population, 2025 estimate
- 25,164+2.0% since 2020
- Households
- 10,254
- Median age
- 42.3
- Homes lived in by their owners
- 81%
- Vehicles per household
- 2.1
- Land area
- 505 sq. mi.
- People per square mile
- 49
- Median household income
- $67,303
- Average household income
- $83,596
- Median home value
- $175,900
- Jobs located here
- 8,813
- Daytime population
- 21,324Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Monticello 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 Monticello 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 Monticello area 1
- White County, IN24,717 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 Monticello, IN area growing?
Population estimates put the Monticello area at 25,164 people in 2025, up 2.0% since 2020, slower than the U.S. (+3.1%). It has 10,254 households.
How much do households in the Monticello, IN area spend?
Households in the Monticello area spend about $135.9M a year on rent and homeowner costs, $59.4M on groceries and $36.7M on food away from home. Set against the U.S., households in the Monticello area spend the most on vehicle maintenance and repairs (an index of 120, where 100 is the U.S. average) and the least on child care and other personal services (58).
Which business types have the highest market scores in the Monticello, IN area?
The highest Groundwork market scores in the Monticello area are for medical and dental practices (84), convenience stores (78) and fast food and sandwich shops (78). The Monticello area ranks #15 of 538 scored small-town markets for medical and dental practices.
How does the Monticello, IN area compare with the U.S.?
The median household income in the Monticello area is $67,303 a year, 17% below the U.S. median of $80,734. The population rose 2.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $175,900, against $332,700 for the U.S. For its number of households, the Monticello area has the most map listings, relative to the U.S., for pizza places (2.6 times the U.S. rate) and the fewest for medical and dental practices (51% 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. 34 of the 56 business types have a score in the Monticello 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 Monticello 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 Monticello 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 Monticello 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.