Small-town market profile · Indiana
Wabash, IN area market data
Population, household spending and competition for 56 business types in the Wabash area, each scored against other small-town markets.
- Population, 2025
- 30,713
- −0.7% since 2020
- Households
- 12,674
- Median household income
- $66,806
- +23.1% vs. 2015–2019, before inflation
- Median home value
- $157,200
- Jobs located here
- 11,902
- Highest market score
- 75
- Auto repair shops, #38 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Wabash area by name and distance, and the households and spending within reach. Or open the report at the center of the Wabash 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 30,713 people live in the Wabash area, in 12,674 households. Between 2020 and 2025, the population of the Wabash area declined 0.7%, against +3.1% for the U.S. The median household income in the Wabash area is $66,806 a year, 17% below the U.S. median of $80,734. That rose 23.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Wabash 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 (59).
The highest Groundwork market scores in the Wabash area are for auto repair shops (75), grocery stores (71) and auto repair and car care businesses (69). The Wabash area ranks #38 of 538 scored small-town markets for auto repair shops.
The Wabash area is made up of one county, Wabash County. For its number of households, the Wabash area has the most map listings, relative to the U.S., for gas stations (73% above the U.S. rate) and the fewest for real estate businesses (53% below the U.S. rate).
All 56 business types in the Wabash area
Highest Groundwork market score first. Each score compares the Wabash 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 |
|---|---|---|---|---|---|---|---|
| Auto repair shops | 75 | #38 of 538 | 16 | 12.6 | $901K | 203 | 12 |
| Grocery stores | 71 | #63 of 506 | 5 | 3.9 | $14.6M | 157 | 4 |
| Auto repair and car care | 69 | #85 of 538 | 43 | 33.9 | $335K | 125 | 19 |
| Grocery and convenience stores | 67 | #107 of 538 | 22 | 17.4 | $3.3M | 98 | 6 |
| Tire shops | 61 | #135 of 431 | 5 | 3.9 | $2.9M | 115 | 3 |
| Spas and skin care | 60 | #144 of 504 | 8 | 6.3 | $1.5M | 166 | Under 3 |
| Clothing, shoes and laundry | 60 | #176 of 536 | 17 | 13.4 | $1.4M | 154 | 8 |
| Sit-down restaurants | 59 | #173 of 538 | 56 | 44.2 | $807K | 122 | 21 |
| Nail salons | 57 | #148 of 387 | 5 | 3.9 | $2.3M | 139 | Under 3 |
| Physical therapy | 57 | #154 of 400 | 6 | 4.7 | $2.8M | 115 | Under 3 |
| Barbershops | 56 | #155 of 377 | 5 | 3.9 | $2.3M | 123 | Under 3 |
| Convenience stores | 56 | #223 of 529 | 11 | 8.7 | $6.6M | 84 | Under 3 |
| Clothing and shoe stores | 55 | #226 of 536 | 14 | 11.0 | $1.6M | 129 | 8 |
| Gyms | 54 | #220 of 506 | 8 | 6.3 | $1.2M | 92 | 3 |
| Restaurants and cafes | 51 | #251 of 538 | 121 | 95.5 | $373K | 101 | 53 |
| Pet businesses | 51 | #273 of 527 | 16 | 12.6 | $608K | 69 | 4 |
| Dentists and orthodontists | 50 | #255 of 526 | 13 | 10.3 | $1.3M | 130 | 9 |
| Real estate | 50 | #268 of 536 | 23 | 18.1 | Index only | 168 | 9 |
| Home repair trades | 50 | #270 of 526 | 13 | 10.3 | $2.5M | 101 | 19 |
| Salons, barbers and spas | 47 | #311 of 538 | 50 | 39.5 | $232K | 109 | 9 |
| Gyms, studios and classes | 47 | #318 of 535 | 18 | 14.2 | $530K | 80 | 3 |
| Veterinarians | 45 | #239 of 398 | 5 | 3.9 | $1.9M | 72 | 4 |
| Bakeries and dessert shops | 44 | #316 of 507 | 12 | 9.5 | $3.8M | 91 | 6 |
| Gas stations | 44 | #332 of 536 | 24 | 18.9 | $1.6M | 65 | 17 |
| Coffee shops and cafes | 43 | #340 of 529 | 15 | 11.8 | $3M | 81 | 6 |
| Real estate agents and brokers | 43 | #349 of 533 | 19 | 15.0 | Index only | 161 | Under 3 |
| Car washes and detailing | 42 | #288 of 441 | 7 | 5.5 | $2.1M | 82 | 4 |
| Lawn, cleaning and pest control | 42 | #301 of 481 | 9 | 7.1 | $1.6M | 96 | 14 |
| Doctors, dentists and clinics | 41 | #362 of 538 | 108 | 85.2 | $153K | 101 | 36 |
| Fast food and sandwich shops | 40 | #367 of 537 | 20 | 15.8 | $2.3M | 74 | 25 |
| Hair salons | 40 | #384 of 538 | 32 | 25.2 | $363K | 84 | 6 |
| Funeral homes | 35 | #275 of 365 | 7 | 5.5 | $306K | 45 | 5 |
| Pet grooming and boarding | 32 | #323 of 387 | 7 | 5.5 | $1.4M | 55 | Under 3 |
| Chiropractors | 32 | #364 of 426 | 10 | 7.9 | $1.7M | 69 | 7 |
| Pizza | 32 | #447 of 520 | 17 | 13.4 | $2.7M | 52 | 25 |
| HVAC and plumbing | 31 | #416 of 476 | 10 | 7.9 | $3.2M | 67 | 12 |
| Insurance agencies | 31 | #431 of 537 | 24 | 18.9 | $943K | 75 | 13 |
| Martial arts and dance studios | 28 | #335 of 378 | 8 | 6.3 | $1.2M | 59 | Under 3 |
| Child care and preschools | Not scored | Not scored | 4 | 3.2 | $1.1M | 108 | 4 |
| House cleaning | Not scored | Not scored | 4 | 3.2 | $3.6M | 57 | 5 |
| Landscaping and lawn care | Not scored | Not scored | 4 | 3.2 | $3.6M | 124 | 9 |
| Optometrists and eye care | Not scored | Not scored | 4 | 3.2 | $4.1M | 132 | 8 |
| Primary care and pediatrics | Not scored | Not scored | 4 | 3.2 | $4.1M | 233 | 12 |
| Collision repair and body shops | Not scored | Not scored | 2 | 1.6 | $7.2M | Too few | Under 3 |
| Electricians | Not scored | Not scored | 2 | 1.6 | $15.9M | Too few | 7 |
| Laundromats | Not scored | Not scored | 2 | 1.6 | $11.5M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.6 | Index only | Too few | Under 3 |
| Property management | Not scored | Not scored | 2 | 1.6 | Index only | Too few | 4 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.6 | $4.8M | Too few | 3 |
| Pest control | Not scored | Not scored | 1 | 0.8 | $14.5M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 0.8 | $9.7M | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 1 | 0.8 | $31.9M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.8 | $16.6M | Too few | Under 3 |
| 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 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Wabash 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 | $14.4M | $1,138 | 119 |
| Gasoline and other fuels | $37.2M | $2,937 | 113 |
| Food away from home | $45.2M | $3,565 | 88 |
| Groceries | $73.1M | $5,767 | 91 |
| Personal care products and services | $11.6M | $917 | 91 |
| Child care and other personal services | $4.3M | $342 | 59 |
| Memberships, classes and admissions | $9.5M | $753 | 77 |
| Medical and dental services | $16.6M | $1,307 | 102 |
| Pets | $9.7M | $768 | 84 |
| Clothing, shoes and related services | $23M | $1,817 | 88 |
| Vehicle insurance | $22.6M | $1,785 | 91 |
| Home repairs, maintenance and insurance | $31.9M | $2,514 | 83 |
| Lawn care, cleaning and other household services | $14.5M | $1,144 | 81 |
| Rent and homeowner costs | $167.3M | $13,199 | 79 |
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 Wabash area
- Population, 2025 estimate
- 30,713−0.7% since 2020
- Households
- 12,674
- Median age
- 44.0
- Homes lived in by their owners
- 80%
- Vehicles per household
- 2.0
- Land area
- 413 sq. mi.
- People per square mile
- 75
- Median household income
- $66,806+23.1% vs. 2015–2019, before inflation
- Average household income
- $83,614
- Median home value
- $157,200
- Jobs located here
- 11,902
- Daytime population
- 29,095Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Wabash 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 Wabash 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 Wabash area 1
- Wabash County, IN30,844 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 Wabash, IN area growing?
Population estimates put the Wabash area at 30,713 people in 2025, down 0.7% since 2020, against +3.1% for the U.S. It has 12,674 households. Against the 2015–2019 survey, median household income rose 23.1%, before inflation.
How much do households in the Wabash, IN area spend?
Households in the Wabash area spend about $167.3M a year on rent and homeowner costs, $73.1M on groceries and $45.2M on food away from home. Relative to the U.S., household spending in the Wabash 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 (59).
Which business types have the highest market scores in the Wabash, IN area?
Of the business types scored in the Wabash area, auto repair shops (75), grocery stores (71) and auto repair and car care businesses (69) have the highest Groundwork market scores. For auto repair shops, that ranks #38 of 538 scored small-town markets.
How does the Wabash, IN area compare with the U.S.?
Median household income in the Wabash area is $66,806, 17% below the U.S. median of $80,734. The population fell 0.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $157,200, against $332,700 for the U.S. Against the U.S., map listings per household run highest for gas stations (73% above the U.S. rate) and lowest for real estate businesses (53% 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. 38 of the 56 business types have a score in the Wabash 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 Wabash 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 Wabash 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 Wabash 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.