Small-town market profile · Michigan
Alpena, MI area market data
Population, household spending and competition for 56 business types in the Alpena area, each scored against other small-town markets.
- Population, 2025
- 28,853
- −0.1% since 2020
- Households
- 13,019
- Median household income
- $53,950
- +24.4% vs. 2015–2019, before inflation
- Median home value
- $153,900
- Jobs located here
- 11,363
- Highest market score
- 58
- Funeral homes, #131 of 365 scored small-town markets
A site report maps the competitors on map listings around any address in the Alpena area by name and distance, and the households and spending within reach. Or open the report at the center of the Alpena 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 28,853 people live in the Alpena area, in 13,019 households. Between 2020 and 2025, the population of the Alpena area declined 0.1%, against +3.1% for the U.S. The median household income in the Alpena area is $53,950 a year, 33% below the U.S. median of $80,734. That rose 24.4% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Alpena area spend the most on vehicle maintenance and repairs (an index of 96, where 100 is the U.S. average, so still below it) and the least on child care and other personal services (53).
The highest Groundwork market scores in the Alpena area are for funeral homes (58), chiropractors (54) and real estate agents and brokers (54). The Alpena area ranks #131 of 365 scored small-town markets for funeral homes.
The Alpena area is made up of one county, Alpena County. For its number of households, the Alpena area has the most map listings, relative to the U.S., for electricians (3.1 times the U.S. rate) and the fewest for real estate agents and brokers (57% below the U.S. rate).
All 56 business types in the Alpena area
Highest Groundwork market score first. Each score compares the Alpena 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 |
|---|---|---|---|---|---|---|---|
| Funeral homes | 58 | #131 of 365 | 6 | 4.6 | $378K | 56 | 3 |
| Chiropractors | 54 | #176 of 426 | 7 | 5.4 | $2.3M | 95 | 3 |
| Real estate agents and brokers | 54 | #203 of 533 | 17 | 13.1 | Index only | 174 | 3 |
| Insurance agencies | 53 | #229 of 537 | 11 | 8.4 | $1.7M | 138 | 9 |
| Fast food and sandwich shops | 53 | #247 of 537 | 15 | 11.5 | $2.8M | 93 | 21 |
| Spas and skin care | 52 | #218 of 504 | 5 | 3.8 | $2.2M | 250 | 4 |
| Clothing, shoes and laundry | 52 | #250 of 536 | 21 | 16.1 | $1.1M | 119 | 7 |
| Bakeries and dessert shops | 51 | #248 of 507 | 10 | 7.7 | $4.2M | 102 | 4 |
| Pizza | 50 | #254 of 520 | 10 | 7.7 | $4.2M | 83 | 21 |
| Coffee shops and cafes | 50 | #266 of 529 | 12 | 9.2 | $3.5M | 95 | 4 |
| Restaurants and cafes | 49 | #266 of 538 | 116 | 89.1 | $365K | 98 | 50 |
| Real estate | 49 | #282 of 536 | 25 | 19.2 | Index only | 149 | 3 |
| Clothing and shoe stores | 48 | #291 of 536 | 17 | 13.1 | $1.3M | 102 | 7 |
| Physical therapy | 47 | #229 of 400 | 7 | 5.4 | $2.3M | 94 | Under 3 |
| HVAC and plumbing | 47 | #267 of 476 | 7 | 5.4 | $4.3M | 91 | 9 |
| Salons, barbers and spas | 46 | #323 of 538 | 46 | 35.3 | $238K | 112 | 8 |
| Sit-down restaurants | 44 | #327 of 538 | 57 | 43.8 | $743K | 112 | 25 |
| Convenience stores | 42 | #363 of 529 | 15 | 11.5 | $4.7M | 60 | 3 |
| Gyms, studios and classes | 40 | #381 of 535 | 15 | 11.5 | $566K | 86 | Under 3 |
| Gyms | 38 | #380 of 506 | 9 | 6.9 | $944K | 73 | Under 3 |
| Doctors, dentists and clinics | 37 | #394 of 538 | 117 | 89.9 | $135K | 89 | 35 |
| Hair salons | 36 | #428 of 538 | 36 | 27.7 | $304K | 71 | 4 |
| Veterinarians | 34 | #315 of 398 | 7 | 5.4 | $1.3M | 48 | 3 |
| Optometrists and eye care | 33 | #325 of 400 | 7 | 5.4 | $2.3M | 72 | 4 |
| Grocery and convenience stores | 33 | #431 of 538 | 33 | 25.3 | $2.1M | 63 | 9 |
| Lawn, cleaning and pest control | 32 | #418 of 481 | 13 | 10.0 | $1.1M | 63 | 10 |
| Landscaping and lawn care | 31 | #338 of 399 | 9 | 6.9 | $1.5M | 53 | 7 |
| Collision repair and body shops | 30 | #325 of 387 | 5 | 3.8 | $2.4M | 78 | 7 |
| Dentists and orthodontists | 30 | #452 of 526 | 17 | 13.1 | $931K | 95 | 12 |
| Grocery stores | 29 | #431 of 506 | 12 | 9.2 | $5.9M | 64 | 6 |
| Gas stations | 28 | #475 of 536 | 28 | 21.5 | $1.1M | 47 | 16 |
| Home repair trades | 27 | #490 of 526 | 20 | 15.4 | $1.5M | 62 | 20 |
| Car washes and detailing | 25 | #408 of 441 | 9 | 6.9 | $1.3M | 53 | 3 |
| Electricians | 23 | #281 of 295 | 10 | 7.7 | $3M | 25 | 8 |
| Property management | 20 | #177 of 180 | 5 | 3.8 | Index only | 58 | Under 3 |
| Pet stores | 20 | #205 of 220 | 5 | 3.8 | $1.8M | 40 | Under 3 |
| Pet businesses | 20 | #512 of 527 | 24 | 18.4 | $378K | 43 | 7 |
| Auto repair and car care | 18 | #516 of 538 | 74 | 56.8 | $162K | 60 | 31 |
| Auto repair shops | 18 | #520 of 538 | 47 | 36.1 | $255K | 57 | 23 |
| Pet grooming and boarding | 15 | #378 of 387 | 10 | 7.7 | $906K | 36 | 4 |
| Child care and preschools | Not scored | Not scored | 4 | 3.1 | $993K | 99 | 6 |
| Primary care and pediatrics | Not scored | Not scored | 4 | 3.1 | $4M | 222 | 16 |
| House cleaning | Not scored | Not scored | 3 | 2.3 | $4.6M | 72 | 3 |
| Martial arts and dance studios | Not scored | Not scored | 3 | 2.3 | $2.8M | 140 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 3 | 2.3 | $10.1M | 120 | 3 |
| Tire shops | Not scored | Not scored | 3 | 2.3 | $4M | 159 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 2.3 | $2.8M | 70 | Under 3 |
| Barbershops | Not scored | Not scored | 2 | 1.5 | $5.5M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 1.5 | Index only | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 2 | 1.5 | $5.5M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.8 | $22.1M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 0.8 | $22.1M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.8 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.8 | $12M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.8 | $13.8M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.8 | $15.8M | Too few | Under 3 |
Household spending in the Alpena 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 | $12M | $920 | 96 |
| Gasoline and other fuels | $31.4M | $2,410 | 93 |
| Food away from home | $42.3M | $3,252 | 80 |
| Groceries | $70.8M | $5,440 | 86 |
| Personal care products and services | $10.9M | $841 | 84 |
| Child care and other personal services | $4M | $305 | 53 |
| Memberships, classes and admissions | $8.5M | $653 | 66 |
| Medical and dental services | $15.8M | $1,216 | 94 |
| Pets | $9.1M | $696 | 77 |
| Clothing, shoes and related services | $22.1M | $1,694 | 82 |
| Vehicle insurance | $19M | $1,462 | 75 |
| Home repairs, maintenance and insurance | $30.3M | $2,330 | 77 |
| Lawn care, cleaning and other household services | $13.8M | $1,063 | 75 |
| Rent and homeowner costs | $161.3M | $12,389 | 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 Alpena area
- Population, 2025 estimate
- 28,853−0.1% since 2020
- Households
- 13,019
- Median age
- 47.4
- Homes lived in by their owners
- 80%
- Vehicles per household
- 1.7
- Land area
- 572 sq. mi.
- People per square mile
- 50
- Median household income
- $53,950+24.4% vs. 2015–2019, before inflation
- Average household income
- $74,418
- Median home value
- $153,900
- Jobs located here
- 11,363
- Daytime population
- 29,194Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Alpena 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 Alpena 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 Alpena area 1
- Alpena County, MI28,880 people
Other markets based in Michigan 12
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- Grand Rapids-Wyoming-Kentwood, MI metro area1,162,152 people
- Lansing-East Lansing, MI metro area472,669 people
- Flint, MI metro area403,305 people
- Ann Arbor, MI metro area369,822 people
- Kalamazoo-Portage, MI metro area262,375 people
- Saginaw, MI metro area188,665 people
- Muskegon-Norton Shores, MI metro area175,961 people
- Jackson, MI metro area160,060 people
- Monroe, MI metro area155,505 people
- Traverse City, MI metro area155,449 people
- Niles, MI metro area153,288 people
Questions
How fast is the Alpena, MI area growing?
Population estimates put the Alpena area at 28,853 people in 2025, down 0.1% since 2020, against +3.1% for the U.S. It has 13,019 households. Against the 2015–2019 survey, median household income rose 24.4%, before inflation.
How much do households in the Alpena, MI area spend?
Households in the Alpena area spend about $161.3M a year on rent and homeowner costs, $70.8M on groceries and $42.3M on food away from home. Relative to the U.S., household spending in the Alpena area runs highest on vehicle maintenance and repairs (an index of 96, where 100 is the U.S. average, so still below it) and lowest on child care and other personal services (53).
Which business types have the highest market scores in the Alpena, MI area?
Of the business types scored in the Alpena area, funeral homes (58), chiropractors (54) and real estate agents and brokers (54) have the highest Groundwork market scores. For funeral homes, that ranks #131 of 365 scored small-town markets.
How does the Alpena, MI area compare with the U.S.?
Median household income in the Alpena area is $53,950, 33% below the U.S. median of $80,734. The population fell 0.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $153,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for electricians (3.1 times the U.S. rate) and lowest for real estate agents and brokers (57% 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. 40 of the 56 business types have a score in the Alpena 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 Alpena 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 Alpena 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 Alpena 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.