Small-town market profile · Minnesota
Brainerd, MN area market data
How the Brainerd area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 100,562
- +4.3% since 2020
- Households
- 42,276
- Median household income
- $71,384
- +29.4% vs. 2015–2019, before inflation
- Median home value
- $301,000
- Jobs located here
- 39,612
- Highest market score
- 90
- Barbershops, #5 of 377 scored small-town markets
A site report maps the competitors on map listings around any address in the Brainerd area by name and distance, and the households and spending within reach. Or open the report at the center of the Brainerd 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 Brainerd area has an estimated 100,562 people and 42,276 households. Population estimates put the population change in the Brainerd area from 2020 to 2025 at +4.3%, faster than the U.S. (+3.1%). Median household income in the Brainerd area is $71,384, 12% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.4%, before inflation.
Relative to the U.S., household spending in the Brainerd area runs highest on vehicle maintenance and repairs (an index of 121, where 100 is the U.S. average) and lowest on child care and other personal services (67).
Of the business types scored in the Brainerd area, barbershops (90), car washes and detailers (87) and tire shops (86) have the highest Groundwork market scores. For barbershops, that ranks #5 of 377 scored small-town markets.
The Brainerd area takes in 2 counties: Crow Wing County and Cass County. Against the U.S., map listings per household run highest for electricians (2.5 times the U.S. rate) and lowest for primary care and pediatric clinics (57% below the U.S. rate).
All 56 business types in the Brainerd area
Highest Groundwork market score first. Each score compares the Brainerd 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 |
|---|---|---|---|---|---|---|---|
| Barbershops | 90 | #5 of 377 | 8 | 1.9 | $5.1M | 271 | Under 3 |
| Car washes and detailing | 87 | #6 of 441 | 16 | 3.8 | $3M | 121 | 4 |
| Tire shops | 86 | #8 of 431 | 16 | 3.8 | $3M | 122 | 5 |
| Pet stores | 86 | #8 of 220 | 6 | 1.4 | $5.8M | 128 | Under 3 |
| Fast food and sandwich shops | 85 | #11 of 537 | 43 | 10.2 | $3.7M | 122 | 62 |
| Primary care and pediatrics | 85 | #12 of 458 | 13 | 3.1 | $4.5M | 252 | 39 |
| Nail salons | 80 | #12 of 387 | 11 | 2.6 | $3.7M | 223 | 7 |
| Child care and preschools | 80 | #20 of 454 | 11 | 2.6 | $1.5M | 149 | 17 |
| Yoga, Pilates and fitness studios | 77 | #2 of 112 | 8 | 1.9 | $4.5M | 111 | 9 |
| Funeral homes | 77 | #41 of 365 | 15 | 3.5 | $493K | 73 | 9 |
| Pest control | 76 | #6 of 85 | 5 | 1.2 | $10.2M | 100 | 5 |
| Laundromats | 76 | #15 of 150 | 10 | 2.4 | $8.1M | 65 | 3 |
| Bakeries and dessert shops | 75 | #31 of 507 | 25 | 5.9 | $6.4M | 154 | 22 |
| Gyms | 72 | #39 of 506 | 29 | 6.9 | $1.2M | 95 | 9 |
| Auto repair and car care | 72 | #71 of 538 | 187 | 44.2 | $261K | 97 | 61 |
| Martial arts and dance studios | 71 | #45 of 378 | 14 | 3.3 | $2.6M | 127 | 10 |
| Veterinarians | 69 | #70 of 398 | 14 | 3.3 | $2.5M | 91 | 14 |
| Gas stations | 69 | #84 of 536 | 57 | 13.5 | $2.2M | 91 | 53 |
| Physical therapy | 68 | #69 of 400 | 21 | 5.0 | $2.8M | 116 | 15 |
| Collision repair and body shops | 67 | #74 of 387 | 16 | 3.8 | $3M | 99 | 15 |
| Pizza | 67 | #102 of 520 | 46 | 10.9 | $3.5M | 68 | 62 |
| Dentists and orthodontists | 66 | #113 of 526 | 43 | 10.2 | $1.4M | 138 | 31 |
| Auto repair shops | 65 | #117 of 538 | 118 | 27.9 | $414K | 93 | 46 |
| Doctors, dentists and clinics | 65 | #133 of 538 | 297 | 70.3 | $197K | 129 | 119 |
| Pet grooming and boarding | 64 | #91 of 387 | 19 | 4.5 | $1.8M | 72 | 9 |
| Optometrists and eye care | 64 | #98 of 400 | 19 | 4.5 | $3.1M | 98 | 11 |
| Gyms, studios and classes | 64 | #110 of 535 | 51 | 12.1 | $705K | 107 | 19 |
| Hair salons | 64 | #112 of 538 | 92 | 21.8 | $444K | 103 | 21 |
| Salons, barbers and spas | 63 | #113 of 538 | 159 | 37.6 | $257K | 121 | 35 |
| Spas and skin care | 63 | #125 of 504 | 43 | 10.2 | $951K | 109 | 6 |
| Grocery and convenience stores | 62 | #163 of 538 | 109 | 25.8 | $2.3M | 68 | 24 |
| Grocery stores | 61 | #148 of 506 | 28 | 6.6 | $9M | 97 | 23 |
| Clothing and shoe stores | 61 | #177 of 536 | 70 | 16.6 | $1.2M | 91 | 26 |
| Clothing, shoes and laundry | 59 | #194 of 536 | 91 | 21.5 | $894K | 102 | 32 |
| Pet businesses | 58 | #165 of 527 | 55 | 13.0 | $631K | 72 | 23 |
| Restaurants and cafes | 57 | #193 of 538 | 461 | 109.0 | $347K | 94 | 197 |
| Convenience stores | 56 | #230 of 529 | 59 | 14.0 | $4.3M | 54 | Under 3 |
| Coffee shops and cafes | 53 | #240 of 529 | 57 | 13.5 | $2.8M | 76 | 22 |
| Roofing and gutters | 52 | #133 of 288 | 27 | 6.4 | $4.2M | 49 | 6 |
| Sit-down restaurants | 51 | #257 of 538 | 243 | 57.5 | $658K | 99 | 112 |
| Chiropractors | 48 | #233 of 426 | 35 | 8.3 | $1.7M | 70 | 23 |
| House cleaning | 47 | #73 of 142 | 11 | 2.6 | $4.6M | 72 | 27 |
| Property management | 45 | #111 of 180 | 16 | 3.8 | Index only | 66 | 17 |
| Insurance agencies | 45 | #308 of 537 | 60 | 14.2 | $1.3M | 100 | 48 |
| Electricians | 40 | #209 of 295 | 26 | 6.2 | $4.3M | 36 | 39 |
| HVAC and plumbing | 39 | #351 of 476 | 40 | 9.5 | $2.8M | 59 | 51 |
| Home repair trades | 36 | #429 of 526 | 93 | 22.0 | $1.2M | 50 | 96 |
| Real estate | 32 | #493 of 536 | 188 | 44.5 | Index only | 72 | 115 |
| Real estate agents and brokers | 31 | #499 of 533 | 162 | 38.3 | Index only | 66 | 86 |
| Lawn, cleaning and pest control | 30 | #427 of 481 | 64 | 15.1 | $796K | 47 | 102 |
| Landscaping and lawn care | 29 | #356 of 399 | 48 | 11.4 | $1.1M | 36 | 70 |
| Home inspectors | Not scored | Not scored | 7 | 1.7 | Index only | 32 | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 5 | 1.2 | $11.7M | 48 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 0.7 | Index only | 497 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 0.7 | $16.3M | 118 | 4 |
| Dry cleaners | Not scored | Not scored | 1 | 0.2 | $81.4M | Too few | 3 |
Household spending in the Brainerd 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 | $48.8M | $1,154 | 121 |
| Gasoline and other fuels | $123.8M | $2,929 | 113 |
| Food away from home | $159.9M | $3,782 | 93 |
| Groceries | $251.6M | $5,951 | 94 |
| Personal care products and services | $40.9M | $967 | 96 |
| Child care and other personal services | $16.4M | $389 | 67 |
| Memberships, classes and admissions | $36M | $851 | 87 |
| Medical and dental services | $58.4M | $1,381 | 107 |
| Pets | $34.7M | $821 | 90 |
| Clothing, shoes and related services | $81.4M | $1,925 | 94 |
| Vehicle insurance | $75.1M | $1,776 | 91 |
| Home repairs, maintenance and insurance | $112.4M | $2,659 | 88 |
| Lawn care, cleaning and other household services | $51M | $1,206 | 85 |
| Rent and homeowner costs | $582.3M | $13,774 | 83 |
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 Brainerd area
- Population, 2025 estimate
- 100,562+4.3% since 2020
- Households
- 42,276
- Median age
- 46.9
- Homes lived in by their owners
- 80%
- Vehicles per household
- 2.0
- Land area
- 3,020 sq. mi.
- People per square mile
- 33
- Median household income
- $71,384+29.4% vs. 2015–2019, before inflation
- Average household income
- $93,780
- Median home value
- $301,000
- Jobs located here
- 39,612
- Daytime population
- 95,720Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Brainerd 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 Brainerd 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 Brainerd area 2
- Crow Wing County, MN67,686 people
- Cass County, MN30,992 people
Other markets based in Minnesota 12
- Minneapolis-St. Paul-Bloomington, MN-WI metro area3,713,668 people
- Duluth, MN-WI metro area280,870 people
- Rochester, MN metro area228,522 people
- St. Cloud, MN metro area202,458 people
- Mankato, MN metro area104,282 people
- Faribault-Northfield, MN area67,917 people
- Fergus Falls, MN area60,475 people
- Winona, MN area49,779 people
- Red Wing, MN area47,943 people
- Bemidji, MN area46,512 people
- Grand Rapids, MN area45,275 people
- Willmar, MN area44,079 people
Questions
How fast is the Brainerd, MN area growing?
Population estimates put the Brainerd area at 100,562 people in 2025, up 4.3% since 2020, faster than the U.S. (+3.1%). It has 42,276 households. Median household income rose 29.4% from the 2015–2019 survey, before inflation.
How much do households in the Brainerd, MN area spend?
Households in the Brainerd area spend about $582.3M a year on rent and homeowner costs, $251.6M on groceries and $159.9M on food away from home. Set against the U.S., households in the Brainerd area spend the most on vehicle maintenance and repairs (an index of 121, where 100 is the U.S. average) and the least on child care and other personal services (67).
Which business types have the highest market scores in the Brainerd, MN area?
The highest Groundwork market scores in the Brainerd area are for barbershops (90), car washes and detailers (87) and tire shops (86). The Brainerd area ranks #5 of 377 scored small-town markets for barbershops.
How does the Brainerd, MN area compare with the U.S.?
The median household income in the Brainerd area is $71,384 a year, 12% below the U.S. median of $80,734. The population rose 4.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $301,000, against $332,700 for the U.S. For its number of households, the Brainerd area has the most map listings, relative to the U.S., for electricians (2.5 times the U.S. rate) and the fewest for primary care and pediatric clinics (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. 51 of the 56 business types have a score in the Brainerd 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 Brainerd 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 Brainerd 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 Brainerd 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.