Metro area profile · Michigan
Grand Rapids-Wyoming-Kentwood, MI metro area market data
How the Grand Rapids-Wyoming-Kentwood metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 1,183,645
- +2.8% since 2020
- Households
- 440,316
- Median household income
- $82,874
- Median home value
- $285,300
- Jobs located here
- 566,419
- Highest market score
- 79
- Restaurants and cafes, #20 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Grand Rapids-Wyoming-Kentwood metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Grand Rapids-Wyoming-Kentwood metro 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 Grand Rapids-Wyoming-Kentwood metro area has an estimated 1,183,645 people and 440,316 households. Population estimates put the population change in the Grand Rapids-Wyoming-Kentwood metro area from 2020 to 2025 at +2.8%, in step with the U.S. (+3.1%). Median household income in the Grand Rapids-Wyoming-Kentwood metro area is $82,874, 3% above the U.S. median of $80,734.
Relative to the U.S., household spending in the Grand Rapids-Wyoming-Kentwood metro area runs highest on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and lowest on child care and other personal services (77).
Of the business types scored in the Grand Rapids-Wyoming-Kentwood metro area, restaurants and cafes (79), sit-down restaurants (76) and convenience stores (76) have the highest Groundwork market scores. For restaurants and cafes, that ranks #20 of 387 scored metro areas.
The Grand Rapids-Wyoming-Kentwood metro area takes in 5 counties: Kent County, Ottawa County, Montcalm County, Ionia County and Barry County. Against the U.S., map listings per household run highest for oil change and quick-lube shops (2.3 times the U.S. rate) and lowest for barbershops (32% below the U.S. rate).
All 56 business types in the Grand Rapids-Wyoming-Kentwood metro area
Highest Groundwork market score first. Each score compares the Grand Rapids-Wyoming-Kentwood metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Restaurants and cafes | 79 | #20 of 387 | 3,903 | 88.6 | $462K | 125 | 1,765 |
| Sit-down restaurants | 76 | #25 of 387 | 1,962 | 44.6 | $919K | 138 | 720 |
| Convenience stores | 76 | #32 of 387 | 245 | 5.6 | $11.2M | 142 | 56 |
| Spas and skin care | 75 | #18 of 387 | 352 | 8.0 | $1.3M | 148 | 75 |
| Nail salons | 75 | #18 of 387 | 211 | 4.8 | $2.2M | 130 | 21 |
| Tire shops | 75 | #32 of 386 | 139 | 3.2 | $3.5M | 139 | 53 |
| Salons, barbers and spas | 71 | #21 of 387 | 1,710 | 38.8 | $268K | 126 | 402 |
| Barbershops | 71 | #39 of 387 | 159 | 3.6 | $2.9M | 153 | 22 |
| Primary care and pediatrics | 71 | #58 of 387 | 303 | 6.9 | $2.1M | 121 | 482 |
| Urgent care and walk-in clinics | 70 | #28 of 197 | 26 | 0.6 | $25M | 102 | 20 |
| Dry cleaners | 69 | #35 of 272 | 42 | 1.0 | $21.6M | 138 | 28 |
| Fast food and sandwich shops | 68 | #86 of 387 | 544 | 12.4 | $3.3M | 109 | 836 |
| Grocery and convenience stores | 66 | #86 of 387 | 729 | 16.6 | $3.8M | 111 | 226 |
| Martial arts and dance studios | 65 | #63 of 387 | 177 | 4.0 | $2.4M | 120 | 102 |
| Laundromats | 65 | #89 of 364 | 55 | 1.2 | $16.5M | 132 | 27 |
| Gyms, studios and classes | 62 | #87 of 387 | 614 | 13.9 | $698K | 105 | 220 |
| Gyms | 62 | #89 of 387 | 333 | 7.6 | $1.3M | 99 | 118 |
| Coffee shops and cafes | 62 | #100 of 387 | 463 | 10.5 | $3.9M | 105 | 200 |
| Bakeries and dessert shops | 62 | #101 of 387 | 398 | 9.0 | $4.5M | 109 | 235 |
| Clothing, shoes and laundry | 62 | #117 of 387 | 885 | 20.1 | $1M | 117 | 393 |
| Hair salons | 60 | #102 of 387 | 955 | 21.7 | $479K | 111 | 277 |
| Doctors, dentists and clinics | 60 | #114 of 387 | 4,363 | 99.1 | $149K | 98 | 1,369 |
| Dentists and orthodontists | 60 | #120 of 387 | 575 | 13.1 | $1.1M | 115 | 410 |
| Gas stations | 60 | #129 of 387 | 492 | 11.2 | $2.5M | 103 | 281 |
| Clothing and shoe stores | 60 | #130 of 387 | 643 | 14.6 | $1.4M | 111 | 338 |
| Pizza | 59 | #118 of 387 | 373 | 8.5 | $4.8M | 95 | 836 |
| Pest control | 57 | #122 of 345 | 54 | 1.2 | $10.5M | 103 | 40 |
| Auto repair shops | 57 | #140 of 387 | 948 | 21.5 | $510K | 115 | 547 |
| Pet businesses | 57 | #141 of 387 | 462 | 10.5 | $852K | 97 | 243 |
| Veterinarians | 57 | #145 of 384 | 143 | 3.2 | $2.8M | 101 | 121 |
| Yoga, Pilates and fitness studios | 56 | #117 of 347 | 104 | 2.4 | $4.1M | 101 | 118 |
| Pet stores | 56 | #143 of 382 | 81 | 1.8 | $4.9M | 107 | 38 |
| Pet grooming and boarding | 56 | #152 of 386 | 172 | 3.9 | $2.3M | 90 | 84 |
| Child care and preschools | 56 | #157 of 387 | 211 | 4.8 | $929K | 93 | 208 |
| Physical therapy | 55 | #154 of 386 | 278 | 6.3 | $2.3M | 97 | 191 |
| HVAC and plumbing | 55 | #157 of 387 | 277 | 6.3 | $4.5M | 95 | 345 |
| Home repair trades | 54 | #164 of 387 | 579 | 13.1 | $2.2M | 89 | 679 |
| Funeral homes | 53 | #157 of 377 | 83 | 1.9 | $718K | 106 | 48 |
| Auto repair and car care | 53 | #180 of 387 | 1,716 | 39.0 | $282K | 105 | 754 |
| Optometrists and eye care | 52 | #182 of 386 | 215 | 4.9 | $3M | 97 | 81 |
| Roofing and gutters | 51 | #189 of 381 | 174 | 4.0 | $7.2M | 85 | 82 |
| Collision repair and body shops | 50 | #201 of 381 | 141 | 3.2 | $3.4M | 111 | 143 |
| Electricians | 49 | #204 of 383 | 128 | 2.9 | $9.8M | 82 | 252 |
| Grocery stores | 48 | #213 of 387 | 309 | 7.0 | $8.9M | 96 | 170 |
| Chiropractors | 47 | #211 of 386 | 291 | 6.6 | $2.2M | 94 | 185 |
| Property management | 46 | #224 of 374 | 138 | 3.1 | Index only | 84 | 169 |
| Car washes and detailing | 45 | #243 of 387 | 237 | 5.4 | $2M | 81 | 80 |
| Home inspectors | 42 | #164 of 243 | 34 | 0.8 | Index only | 72 | 26 |
| Real estate agents and brokers | 40 | #281 of 387 | 1,247 | 28.3 | Index only | 94 | 438 |
| House cleaning | 39 | #276 of 375 | 101 | 2.3 | $5.6M | 88 | 285 |
| Real estate | 39 | #291 of 387 | 1,611 | 36.6 | Index only | 92 | 854 |
| Mortgage brokers and lenders | 37 | #294 of 373 | 192 | 4.4 | Index only | 86 | 78 |
| Oil change and quick lube | 35 | #225 of 290 | 71 | 1.6 | $6.8M | 50 | 47 |
| Lawn, cleaning and pest control | 33 | #318 of 387 | 489 | 11.1 | $1.2M | 69 | 750 |
| Landscaping and lawn care | 32 | #309 of 385 | 334 | 7.6 | $1.7M | 58 | 425 |
| Insurance agencies | 26 | #333 of 387 | 762 | 17.3 | $960K | 76 | 526 |
Household spending in the Grand Rapids-Wyoming-Kentwood metro 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 | $483.1M | $1,097 | 115 |
| Gasoline and other fuels | $1.2B | $2,747 | 106 |
| Food away from home | $1.8B | $4,095 | 101 |
| Groceries | $2.7B | $6,230 | 99 |
| Personal care products and services | $457.5M | $1,039 | 103 |
| Child care and other personal services | $195.9M | $445 | 77 |
| Memberships, classes and admissions | $428.4M | $973 | 99 |
| Medical and dental services | $651.1M | $1,479 | 115 |
| Pets | $393.5M | $894 | 98 |
| Clothing, shoes and related services | $907.7M | $2,062 | 100 |
| Vehicle insurance | $731.2M | $1,661 | 85 |
| Home repairs, maintenance and insurance | $1.3B | $2,845 | 94 |
| Lawn care, cleaning and other household services | $566.1M | $1,286 | 91 |
| Rent and homeowner costs | $6.4B | $14,567 | 87 |
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 Grand Rapids-Wyoming-Kentwood metro area
- Population, 2025 estimate
- 1,183,645+2.8% since 2020
- Households
- 440,316
- Median age
- 38.3
- Homes lived in by their owners
- 75%
- Vehicles per household
- 1.9
- Land area
- 3,243 sq. mi.
- People per square mile
- 358
- Median household income
- $82,874
- Average household income
- $107,922
- Median home value
- $285,300
- Jobs located here
- 566,419
- Daytime population
- 1,215,585Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Grand Rapids-Wyoming-Kentwood metro area?
These figures cover the whole metro area. 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 Grand Rapids-Wyoming-Kentwood metro 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 Grand Rapids-Wyoming-Kentwood metro area 5
- Kent County, MI663,150 people
- Ottawa County, MI301,203 people
- Montcalm County, MI67,816 people
- Ionia County, MI66,574 people
- Barry County, MI63,409 people
Other markets based in Michigan 12
- Detroit-Warren-Dearborn, MI metro area4,376,828 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
- Battle Creek, MI metro area133,778 people
Questions
How fast is the Grand Rapids-Wyoming-Kentwood, MI metro area growing?
Population estimates put the Grand Rapids-Wyoming-Kentwood metro area at 1,183,645 people in 2025, up 2.8% since 2020, in step with the U.S. (+3.1%). It has 440,316 households.
How much do households in the Grand Rapids-Wyoming-Kentwood, MI metro area spend?
Households in the Grand Rapids-Wyoming-Kentwood metro area spend about $6.4B a year on rent and homeowner costs, $2.7B on groceries and $1.8B on food away from home. Set against the U.S., households in the Grand Rapids-Wyoming-Kentwood metro area spend the most on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and the least on child care and other personal services (77).
Which business types have the highest market scores in the Grand Rapids-Wyoming-Kentwood, MI metro area?
The highest Groundwork market scores in the Grand Rapids-Wyoming-Kentwood metro area are for restaurants and cafes (79), sit-down restaurants (76) and convenience stores (76). The Grand Rapids-Wyoming-Kentwood metro area ranks #20 of 387 scored metro areas for restaurants and cafes.
How does the Grand Rapids-Wyoming-Kentwood, MI metro area compare with the U.S.?
The median household income in the Grand Rapids-Wyoming-Kentwood metro area is $82,874 a year, 3% above the U.S. median of $80,734. The population rose 2.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $285,300, against $332,700 for the U.S. For its number of households, the Grand Rapids-Wyoming-Kentwood metro area has the most map listings, relative to the U.S., for oil change and quick-lube shops (2.3 times the U.S. rate) and the fewest for barbershops (32% 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. 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. All 56 business types have a score in the Grand Rapids-Wyoming-Kentwood metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Grand Rapids-Wyoming-Kentwood metro 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 Michigan · Every U.S. market · How we measure
Screening a site or an acquisition in the Grand Rapids-Wyoming-Kentwood metro 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 Grand Rapids-Wyoming-Kentwood metro 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.