Small-town market profile · Indiana
Richmond, IN area market data
How the Richmond area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 66,169
- −0.5% since 2020
- Households
- 26,975
- Median household income
- $55,692
- +19.7% vs. 2015–2019, before inflation
- Median home value
- $140,200
- Jobs located here
- 29,039
- Highest market score
- 73
- Collision repair and body shops, #46 of 387 scored small-town markets
A site report maps the competitors on map listings around any address in the Richmond area by name and distance, and the households and spending within reach. Or open the report at the center of the Richmond 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 Richmond area has an estimated 66,169 people and 26,975 households. Population estimates put the population change in the Richmond area from 2020 to 2025 at −0.5%, against +3.1% for the U.S. Median household income in the Richmond area is $55,692, 31% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 19.7%, before inflation.
Relative to the U.S., household spending in the Richmond area runs highest on vehicle maintenance and repairs (an index of 105, where 100 is the U.S. average) and lowest on child care and other personal services (54).
Of the business types scored in the Richmond area, collision repair and body shops (73), physical therapy clinics (70) and tire shops (70) have the highest Groundwork market scores. For collision repair and body shops, that ranks #46 of 387 scored small-town markets.
The Richmond area is made up of one county, Wayne County. Against the U.S., map listings per household run highest for funeral homes (2.1 times the U.S. rate) and lowest for gyms (46% below the U.S. rate).
All 56 business types in the Richmond area
Highest Groundwork market score first. Each score compares the Richmond 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 |
|---|---|---|---|---|---|---|---|
| Collision repair and body shops | 73 | #46 of 387 | 5 | 1.9 | $5.4M | 176 | 5 |
| Physical therapy | 70 | #54 of 400 | 8 | 3.0 | $4.2M | 174 | 6 |
| Tire shops | 70 | #77 of 431 | 7 | 2.6 | $3.9M | 155 | 4 |
| Gyms | 66 | #75 of 506 | 11 | 4.1 | $1.7M | 129 | 5 |
| Barbershops | 66 | #91 of 377 | 5 | 1.9 | $4.6M | 245 | Under 3 |
| Chiropractors | 64 | #95 of 426 | 10 | 3.7 | $3.3M | 140 | 7 |
| Veterinarians | 63 | #102 of 398 | 7 | 2.6 | $2.7M | 101 | 5 |
| Hair salons | 63 | #121 of 538 | 49 | 18.2 | $471K | 109 | 4 |
| Coffee shops and cafes | 62 | #134 of 529 | 18 | 6.7 | $5M | 134 | 8 |
| Salons, barbers and spas | 61 | #138 of 538 | 89 | 33.0 | $259K | 122 | 6 |
| Auto repair shops | 61 | #155 of 538 | 51 | 18.9 | $531K | 120 | 28 |
| Roofing and gutters | 59 | #91 of 288 | 6 | 2.2 | $10.6M | 126 | 3 |
| Grocery and convenience stores | 58 | #194 of 538 | 38 | 14.1 | $3.9M | 115 | 16 |
| Convenience stores | 58 | #200 of 529 | 14 | 5.2 | $10.6M | 134 | 8 |
| Gyms, studios and classes | 56 | #194 of 535 | 25 | 9.3 | $739K | 112 | 8 |
| Grocery stores | 56 | #202 of 506 | 16 | 5.9 | $9.3M | 100 | 8 |
| Nail salons | 55 | #160 of 387 | 9 | 3.3 | $2.6M | 153 | Under 3 |
| Pet businesses | 55 | #214 of 527 | 29 | 10.8 | $662K | 75 | 5 |
| Auto repair and car care | 55 | #217 of 538 | 102 | 37.8 | $266K | 99 | 40 |
| HVAC and plumbing | 54 | #192 of 476 | 14 | 5.2 | $4.6M | 96 | 13 |
| Bakeries and dessert shops | 54 | #214 of 507 | 20 | 7.4 | $4.5M | 108 | 8 |
| Pet stores | 51 | #103 of 220 | 5 | 1.9 | $3.8M | 85 | Under 3 |
| Martial arts and dance studios | 50 | #191 of 378 | 11 | 4.1 | $1.7M | 83 | 3 |
| Clothing, shoes and laundry | 49 | #277 of 536 | 47 | 17.4 | $990K | 112 | 15 |
| Clothing and shoe stores | 49 | #281 of 536 | 33 | 12.2 | $1.4M | 111 | 15 |
| Landscaping and lawn care | 47 | #216 of 399 | 11 | 4.1 | $2.7M | 91 | 16 |
| Optometrists and eye care | 47 | #230 of 400 | 12 | 4.4 | $2.8M | 89 | 6 |
| Funeral homes | 46 | #198 of 365 | 12 | 4.4 | $356K | 52 | 7 |
| Child care and preschools | 44 | #284 of 454 | 14 | 5.2 | $609K | 61 | 6 |
| Restaurants and cafes | 44 | #330 of 538 | 241 | 89.3 | $370K | 100 | 116 |
| Home repair trades | 41 | #364 of 526 | 32 | 11.9 | $2M | 82 | 32 |
| Primary care and pediatrics | 40 | #315 of 458 | 20 | 7.4 | $1.7M | 94 | 47 |
| Sit-down restaurants | 39 | #383 of 538 | 129 | 47.8 | $691K | 104 | 54 |
| Pest control | 38 | #60 of 85 | 6 | 2.2 | $4.9M | 48 | 3 |
| Property management | 38 | #134 of 180 | 8 | 3.0 | Index only | 76 | 6 |
| Dentists and orthodontists | 37 | #387 of 526 | 32 | 11.9 | $1M | 106 | 22 |
| Mortgage brokers and lenders | 34 | #139 of 177 | 7 | 2.6 | Index only | 124 | Under 3 |
| Lawn, cleaning and pest control | 34 | #393 of 481 | 20 | 7.4 | $1.5M | 87 | 32 |
| Fast food and sandwich shops | 34 | #416 of 537 | 42 | 15.6 | $2.1M | 70 | 51 |
| Spas and skin care | 34 | #419 of 504 | 25 | 9.3 | $923K | 105 | Under 3 |
| Insurance agencies | 33 | #418 of 537 | 34 | 12.6 | $1.3M | 100 | 27 |
| Gas stations | 32 | #444 of 536 | 50 | 18.5 | $1.4M | 59 | 36 |
| Pizza | 31 | #452 of 520 | 30 | 11.1 | $3M | 59 | 51 |
| Electricians | 30 | #268 of 295 | 12 | 4.4 | $5.3M | 44 | 16 |
| Car washes and detailing | 30 | #377 of 441 | 18 | 6.7 | $1.5M | 60 | 6 |
| Real estate agents and brokers | 29 | #505 of 533 | 50 | 18.5 | Index only | 124 | 17 |
| Pet grooming and boarding | 28 | #338 of 387 | 13 | 4.8 | $1.5M | 58 | Under 3 |
| Real estate | 28 | #513 of 536 | 67 | 24.8 | Index only | 117 | 28 |
| Doctors, dentists and clinics | 25 | #485 of 538 | 312 | 115.7 | $107K | 70 | 93 |
| Laundromats | Not scored | Not scored | 4 | 1.5 | $11.6M | 93 | Under 3 |
| House cleaning | Not scored | Not scored | 3 | 1.1 | $9.7M | 152 | 13 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.1 | $9M | 66 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 1.1 | $6.2M | 152 | 5 |
| Home inspectors | Not scored | Not scored | 2 | 0.7 | Index only | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.4 | $46.5M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.4 | $33.4M | Too few | 5 |
Household spending in the Richmond 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 | $27.1M | $1,005 | 105 |
| Gasoline and other fuels | $70.1M | $2,600 | 100 |
| Food away from home | $89.2M | $3,307 | 81 |
| Groceries | $148.3M | $5,496 | 87 |
| Personal care products and services | $23.1M | $855 | 85 |
| Child care and other personal services | $8.5M | $316 | 54 |
| Memberships, classes and admissions | $18.5M | $685 | 70 |
| Medical and dental services | $33.4M | $1,240 | 96 |
| Pets | $19.2M | $712 | 78 |
| Clothing, shoes and related services | $46.5M | $1,725 | 84 |
| Vehicle insurance | $42.6M | $1,581 | 81 |
| Home repairs, maintenance and insurance | $63.9M | $2,367 | 78 |
| Lawn care, cleaning and other household services | $29.2M | $1,082 | 77 |
| Rent and homeowner costs | $338.8M | $12,561 | 75 |
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 Richmond area
- Population, 2025 estimate
- 66,169−0.5% since 2020
- Households
- 26,975
- Median age
- 41.4
- Homes lived in by their owners
- 69%
- Vehicles per household
- 1.8
- Land area
- 402 sq. mi.
- People per square mile
- 165
- Median household income
- $55,692+19.7% vs. 2015–2019, before inflation
- Average household income
- $79,425
- Median home value
- $140,200
- Jobs located here
- 29,039
- Daytime population
- 66,064Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Richmond 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 Richmond 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 Richmond area 1
- Wayne County, IN66,397 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 Richmond, IN area growing?
Population estimates put the Richmond area at 66,169 people in 2025, down 0.5% since 2020, against +3.1% for the U.S. It has 26,975 households. Median household income rose 19.7% from the 2015–2019 survey, before inflation.
How much do households in the Richmond, IN area spend?
Households in the Richmond area spend about $338.8M a year on rent and homeowner costs, $148.3M on groceries and $89.2M on food away from home. Set against the U.S., households in the Richmond area spend the most on vehicle maintenance and repairs (an index of 105, where 100 is the U.S. average) and the least on child care and other personal services (54).
Which business types have the highest market scores in the Richmond, IN area?
The highest Groundwork market scores in the Richmond area are for collision repair and body shops (73), physical therapy clinics (70) and tire shops (70). The Richmond area ranks #46 of 387 scored small-town markets for collision repair and body shops.
How does the Richmond, IN area compare with the U.S.?
The median household income in the Richmond area is $55,692 a year, 31% below the U.S. median of $80,734. The population fell 0.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $140,200, against $332,700 for the U.S. For its number of households, the Richmond area has the most map listings, relative to the U.S., for funeral homes (2.1 times the U.S. rate) and the fewest for gyms (46% 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. 49 of the 56 business types have a score in the Richmond 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 Richmond 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 Richmond 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 Richmond 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.