Small-town market profile · Indiana
Plymouth, IN area market data
Population, household spending and competition for 56 business types in the Plymouth area, each scored against other small-town markets.
- Population, 2025
- 46,599
- +1.2% since 2020
- Households
- 17,758
- Median household income
- $71,808
- +36.4% vs. 2015–2019, before inflation
- Median home value
- $204,900
- Jobs located here
- 18,393
- Highest market score
- 84
- Physical therapy, #8 of 400 scored small-town markets
A site report maps the competitors on map listings around any address in the Plymouth area by name and distance, and the households and spending within reach. Or open the report at the center of the Plymouth 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 46,599 people live in the Plymouth area, in 17,758 households. Population estimates put the population change in the Plymouth area from 2020 to 2025 at +1.2%, slower than the U.S. (+3.1%). The median household income in the Plymouth area is $71,808 a year, 11% below the U.S. median of $80,734. That rose 36.4% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Plymouth area spend the most on vehicle maintenance and repairs (an index of 119, where 100 is the U.S. average) and the least on child care and other personal services (61).
The highest Groundwork market scores in the Plymouth area are for physical therapy clinics (84), spas and skin care studios (80) and convenience stores (78). The Plymouth area ranks #8 of 400 scored small-town markets for physical therapy clinics.
The Plymouth area is made up of one county, Marshall County. For its number of households, the Plymouth area has the most map listings, relative to the U.S., for pet grooming and boarding businesses (2.2 times the U.S. rate) and the fewest for real estate businesses (42% below the U.S. rate).
All 56 business types in the Plymouth area
Highest Groundwork market score first. Each score compares the Plymouth 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 |
|---|---|---|---|---|---|---|---|
| Physical therapy | 84 | #8 of 400 | 5 | 2.8 | $4.8M | 198 | 3 |
| Spas and skin care | 80 | #13 of 504 | 7 | 3.9 | $2.4M | 273 | Under 3 |
| Convenience stores | 78 | #31 of 529 | 10 | 5.6 | $10.4M | 132 | Under 3 |
| Chiropractors | 77 | #17 of 426 | 7 | 3.9 | $3.4M | 142 | Under 3 |
| Car washes and detailing | 74 | #52 of 441 | 6 | 3.4 | $3.4M | 134 | 3 |
| Grocery and convenience stores | 71 | #66 of 538 | 30 | 16.9 | $3.5M | 103 | 10 |
| Gyms, studios and classes | 69 | #63 of 535 | 17 | 9.6 | $816K | 123 | 5 |
| Bakeries and dessert shops | 69 | #64 of 507 | 11 | 6.2 | $5.9M | 142 | 8 |
| Clothing, shoes and laundry | 69 | #103 of 536 | 26 | 14.6 | $1.3M | 143 | 7 |
| Martial arts and dance studios | 67 | #64 of 378 | 6 | 3.4 | $2.3M | 115 | Under 3 |
| Barbershops | 66 | #96 of 377 | 7 | 3.9 | $2.4M | 127 | Under 3 |
| Coffee shops and cafes | 65 | #103 of 529 | 14 | 7.9 | $4.6M | 125 | 8 |
| Salons, barbers and spas | 64 | #95 of 538 | 56 | 31.5 | $299K | 140 | 13 |
| Dentists and orthodontists | 64 | #134 of 526 | 17 | 9.6 | $1.4M | 143 | 11 |
| Clothing and shoe stores | 64 | #148 of 536 | 22 | 12.4 | $1.5M | 117 | 7 |
| Primary care and pediatrics | 63 | #125 of 458 | 10 | 5.6 | $2.4M | 134 | 24 |
| Tire shops | 63 | #128 of 431 | 10 | 5.6 | $2M | 81 | 3 |
| Sit-down restaurants | 62 | #142 of 538 | 85 | 47.9 | $764K | 115 | 31 |
| Funeral homes | 60 | #118 of 365 | 6 | 3.4 | $479K | 71 | 5 |
| Gyms | 60 | #145 of 506 | 11 | 6.2 | $1.3M | 97 | 5 |
| Restaurants and cafes | 59 | #178 of 538 | 169 | 95.2 | $384K | 104 | 76 |
| Hair salons | 58 | #177 of 538 | 38 | 21.4 | $440K | 102 | 8 |
| Collision repair and body shops | 57 | #135 of 387 | 6 | 3.4 | $3.4M | 109 | 10 |
| Electricians | 56 | #117 of 295 | 6 | 3.4 | $7.7M | 64 | 9 |
| Grocery stores | 56 | #206 of 506 | 12 | 6.8 | $8.7M | 93 | 8 |
| Doctors, dentists and clinics | 53 | #249 of 538 | 148 | 83.3 | $161K | 106 | 44 |
| Veterinarians | 52 | #198 of 398 | 8 | 4.5 | $1.7M | 64 | 5 |
| HVAC and plumbing | 51 | #231 of 476 | 15 | 8.4 | $3.1M | 65 | 10 |
| Real estate | 51 | #259 of 536 | 40 | 22.5 | Index only | 138 | 12 |
| Auto repair shops | 51 | #273 of 538 | 48 | 27.0 | $422K | 95 | 27 |
| Auto repair and car care | 50 | #275 of 538 | 87 | 49.0 | $233K | 87 | 34 |
| Gas stations | 50 | #277 of 536 | 33 | 18.6 | $1.6M | 66 | 24 |
| Real estate agents and brokers | 49 | #277 of 533 | 33 | 18.6 | Index only | 133 | 8 |
| Optometrists and eye care | 46 | #240 of 400 | 9 | 5.1 | $2.6M | 85 | 6 |
| Pizza | 45 | #306 of 520 | 19 | 10.7 | $3.4M | 67 | 37 |
| Lawn, cleaning and pest control | 43 | #291 of 481 | 13 | 7.3 | $1.6M | 95 | 25 |
| Home repair trades | 43 | #350 of 526 | 30 | 16.9 | $1.5M | 63 | 25 |
| Landscaping and lawn care | 39 | #278 of 399 | 10 | 5.6 | $2.1M | 71 | 17 |
| Fast food and sandwich shops | 37 | #396 of 537 | 36 | 20.3 | $1.8M | 59 | 37 |
| Pet businesses | 35 | #430 of 527 | 27 | 15.2 | $518K | 59 | 13 |
| Roofing and gutters | 32 | #241 of 288 | 9 | 5.1 | $5.1M | 61 | 6 |
| Insurance agencies | 32 | #428 of 537 | 33 | 18.6 | $960K | 76 | 22 |
| Child care and preschools | 26 | #405 of 454 | 18 | 10.1 | $347K | 35 | 13 |
| Pet grooming and boarding | 25 | #353 of 387 | 14 | 7.9 | $999K | 39 | 8 |
| Nail salons | Not scored | Not scored | 4 | 2.3 | $4.2M | 250 | 3 |
| Property management | Not scored | Not scored | 4 | 2.3 | Index only | 108 | 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 1.7 | Index only | 205 | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 3 | 1.7 | $7.9M | 32 | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 1.1 | $16.4M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.1 | $10.1M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.1 | $10.4M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 1.1 | $7M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.6 | $20.8M | Too few | 8 |
| 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 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 5 |
Household spending in the Plymouth 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 | $20.3M | $1,140 | 119 |
| Gasoline and other fuels | $52.1M | $2,933 | 113 |
| Food away from home | $64.9M | $3,656 | 90 |
| Groceries | $104.3M | $5,871 | 93 |
| Personal care products and services | $16.7M | $941 | 94 |
| Child care and other personal services | $6.2M | $352 | 61 |
| Memberships, classes and admissions | $13.9M | $782 | 79 |
| Medical and dental services | $23.8M | $1,343 | 104 |
| Pets | $14M | $788 | 87 |
| Clothing, shoes and related services | $32.8M | $1,849 | 90 |
| Vehicle insurance | $31.7M | $1,785 | 91 |
| Home repairs, maintenance and insurance | $46.1M | $2,596 | 86 |
| Lawn care, cleaning and other household services | $20.8M | $1,169 | 83 |
| Rent and homeowner costs | $239.5M | $13,488 | 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 Plymouth area
- Population, 2025 estimate
- 46,599+1.2% since 2020
- Households
- 17,758
- Median age
- 40.4
- Homes lived in by their owners
- 76%
- Vehicles per household
- 2.0
- Land area
- 444 sq. mi.
- People per square mile
- 104
- Median household income
- $71,808+36.4% vs. 2015–2019, before inflation
- Average household income
- $89,695
- Median home value
- $204,900
- Jobs located here
- 18,393
- Daytime population
- 43,512Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Plymouth 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 Plymouth 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 Plymouth area 1
- Marshall County, IN46,284 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 Plymouth, IN area growing?
Population estimates put the Plymouth area at 46,599 people in 2025, up 1.2% since 2020, slower than the U.S. (+3.1%). It has 17,758 households. Against the 2015–2019 survey, median household income rose 36.4%, before inflation.
How much do households in the Plymouth, IN area spend?
Households in the Plymouth area spend about $239.5M a year on rent and homeowner costs, $104.3M on groceries and $64.9M on food away from home. Relative to the U.S., household spending in the Plymouth area runs highest on vehicle maintenance and repairs (an index of 119, where 100 is the U.S. average) and lowest on child care and other personal services (61).
Which business types have the highest market scores in the Plymouth, IN area?
Of the business types scored in the Plymouth area, physical therapy clinics (84), spas and skin care studios (80) and convenience stores (78) have the highest Groundwork market scores. For physical therapy clinics, that ranks #8 of 400 scored small-town markets.
How does the Plymouth, IN area compare with the U.S.?
Median household income in the Plymouth area is $71,808, 11% below the U.S. median of $80,734. The population rose 1.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $204,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (2.2 times the U.S. rate) and lowest for real estate businesses (42% 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. 44 of the 56 business types have a score in the Plymouth 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 Plymouth 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 Plymouth 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 Plymouth 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.