Metro area profile · Minnesota
Rochester, MN metro area market data
How the Rochester metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 231,184
- +2.0% since 2020
- Households
- 92,880
- Median household income
- $91,882
- +24.7% vs. 2015–2019, before inflation
- Median home value
- $306,500
- Jobs located here
- 129,873
- Highest market score
- 88
- Primary care and pediatrics, #3 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Rochester metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Rochester 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 Rochester metro area has an estimated 231,184 people and 92,880 households. Population estimates show the Rochester metro area grew 2.0% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Rochester metro area is $91,882, 14% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 24.7%, before inflation.
Relative to the U.S., household spending in the Rochester metro area runs highest on medical and dental services (an index of 122, where 100 is the U.S. average) and lowest on vehicle insurance (86).
Of the business types scored in the Rochester metro area, primary care and pediatric clinics (88), medical and dental practices (87) and dry cleaners (84) have the highest Groundwork market scores. For primary care and pediatric clinics, that ranks #3 of 387 scored metro areas.
The Rochester metro area takes in 4 counties: Olmsted County, Wabasha County, Fillmore County and Dodge County. Against the U.S., map listings per household run highest for electricians (56% above the U.S. rate) and lowest for primary care and pediatric clinics (75% below the U.S. rate).
All 56 business types in the Rochester metro area
Highest Groundwork market score first. Each score compares the Rochester 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 |
|---|---|---|---|---|---|---|---|
| Primary care and pediatrics | 88 | #3 of 387 | 17 | 1.8 | $8.6M | 483 | 37 |
| Doctors, dentists and clinics | 87 | #2 of 387 | 547 | 58.9 | $267K | 175 | 204 |
| Dry cleaners | 84 | #4 of 272 | 6 | 0.6 | $34.4M | 219 | 3 |
| Barbershops | 82 | #5 of 387 | 22 | 2.4 | $4.7M | 249 | Under 3 |
| Fast food and sandwich shops | 81 | #21 of 387 | 99 | 10.7 | $4.1M | 136 | 150 |
| Physical therapy | 80 | #5 of 386 | 31 | 3.3 | $4.7M | 196 | 29 |
| Tire shops | 80 | #14 of 386 | 19 | 2.0 | $5.6M | 222 | 12 |
| Laundromats | 80 | #18 of 364 | 8 | 0.9 | $25.8M | 206 | Under 3 |
| Restaurants and cafes | 79 | #18 of 387 | 817 | 88.0 | $502K | 135 | 381 |
| Optometrists and eye care | 77 | #18 of 386 | 25 | 2.7 | $5.8M | 187 | 14 |
| Pizza | 76 | #24 of 387 | 66 | 7.1 | $6.2M | 122 | 150 |
| Convenience stores | 76 | #34 of 387 | 64 | 6.9 | $9.4M | 120 | 5 |
| Car washes and detailing | 74 | #30 of 387 | 38 | 4.1 | $2.8M | 110 | 10 |
| Grocery and convenience stores | 74 | #37 of 387 | 151 | 16.3 | $4M | 118 | 40 |
| Dentists and orthodontists | 73 | #28 of 387 | 102 | 11.0 | $1.4M | 146 | 80 |
| Hair salons | 72 | #21 of 387 | 191 | 20.6 | $541K | 126 | 48 |
| Gas stations | 72 | #48 of 387 | 39 | 4.2 | $6.7M | 280 | 72 |
| Salons, barbers and spas | 71 | #19 of 387 | 339 | 36.5 | $305K | 143 | 96 |
| Yoga, Pilates and fitness studios | 71 | #30 of 347 | 14 | 1.5 | $7.4M | 183 | 27 |
| Bakeries and dessert shops | 70 | #37 of 387 | 65 | 7.0 | $6.3M | 152 | 60 |
| Sit-down restaurants | 70 | #46 of 387 | 421 | 45.3 | $974K | 147 | 174 |
| Grocery stores | 69 | #64 of 387 | 48 | 5.2 | $12.6M | 135 | 35 |
| Gyms | 68 | #45 of 387 | 67 | 7.2 | $1.5M | 119 | 27 |
| Clothing, shoes and laundry | 68 | #69 of 387 | 183 | 19.7 | $1.1M | 128 | 79 |
| Gyms, studios and classes | 67 | #50 of 387 | 122 | 13.1 | $851K | 129 | 52 |
| Spas and skin care | 67 | #50 of 387 | 80 | 8.6 | $1.3M | 148 | 21 |
| Nail salons | 67 | #55 of 387 | 34 | 3.7 | $3M | 182 | 24 |
| HVAC and plumbing | 65 | #69 of 387 | 58 | 6.2 | $4.9M | 103 | 65 |
| House cleaning | 65 | #70 of 375 | 14 | 1.5 | $9.1M | 143 | 48 |
| Martial arts and dance studios | 64 | #69 of 387 | 41 | 4.4 | $2.5M | 126 | 25 |
| Property management | 63 | #74 of 374 | 19 | 2.0 | Index only | 136 | 37 |
| Auto repair and car care | 63 | #96 of 387 | 347 | 37.4 | $305K | 113 | 141 |
| Clothing and shoe stores | 63 | #105 of 387 | 131 | 14.1 | $1.6M | 124 | 76 |
| Pest control | 61 | #101 of 345 | 13 | 1.4 | $9.8M | 96 | 6 |
| Pet stores | 61 | #112 of 382 | 15 | 1.6 | $6M | 133 | 9 |
| Auto repair shops | 59 | #114 of 387 | 203 | 21.9 | $521K | 117 | 112 |
| Coffee shops and cafes | 59 | #121 of 387 | 97 | 10.4 | $4.2M | 114 | 56 |
| Home inspectors | 58 | #73 of 243 | 5 | 0.5 | Index only | 109 | 5 |
| Collision repair and body shops | 52 | #184 of 381 | 29 | 3.1 | $3.6M | 118 | 31 |
| Home repair trades | 51 | #190 of 387 | 139 | 15.0 | $2M | 84 | 143 |
| Real estate | 50 | #183 of 387 | 301 | 32.4 | Index only | 110 | 155 |
| Mortgage brokers and lenders | 50 | #184 of 373 | 32 | 3.4 | Index only | 115 | 14 |
| Lawn, cleaning and pest control | 50 | #186 of 387 | 93 | 10.0 | $1.4M | 82 | 131 |
| Real estate agents and brokers | 48 | #200 of 387 | 245 | 26.4 | Index only | 107 | 84 |
| Veterinarians | 44 | #238 of 384 | 42 | 4.5 | $2.1M | 79 | 27 |
| Pet businesses | 44 | #243 of 387 | 118 | 12.7 | $764K | 87 | 62 |
| Pet grooming and boarding | 44 | #248 of 386 | 41 | 4.4 | $2.2M | 86 | 26 |
| Funeral homes | 43 | #224 of 377 | 23 | 2.5 | $597K | 88 | 14 |
| Landscaping and lawn care | 43 | #231 of 385 | 66 | 7.1 | $1.9M | 66 | 77 |
| Child care and preschools | 42 | #255 of 387 | 56 | 6.0 | $851K | 85 | 65 |
| Electricians | 42 | #261 of 383 | 36 | 3.9 | $7.9M | 66 | 56 |
| Roofing and gutters | 41 | #268 of 381 | 45 | 4.8 | $6.3M | 74 | 22 |
| Chiropractors | 40 | #274 of 386 | 76 | 8.2 | $1.9M | 80 | 44 |
| Insurance agencies | 29 | #315 of 387 | 152 | 16.4 | $1M | 82 | 102 |
| Oil change and quick lube | Not scored | Not scored | 3 | 0.3 | $35.3M | 257 | 5 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Rochester 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 | $105.8M | $1,139 | 119 |
| Gasoline and other fuels | $260.2M | $2,801 | 108 |
| Food away from home | $410.3M | $4,417 | 109 |
| Groceries | $603.9M | $6,502 | 103 |
| Personal care products and services | $103.4M | $1,113 | 111 |
| Child care and other personal services | $47.7M | $513 | 88 |
| Memberships, classes and admissions | $103.8M | $1,118 | 114 |
| Medical and dental services | $146.2M | $1,574 | 122 |
| Pets | $90.2M | $971 | 107 |
| Clothing, shoes and related services | $206.2M | $2,221 | 108 |
| Vehicle insurance | $156.8M | $1,688 | 86 |
| Home repairs, maintenance and insurance | $283.2M | $3,050 | 101 |
| Lawn care, cleaning and other household services | $127.7M | $1,375 | 97 |
| Rent and homeowner costs | $1.4B | $15,404 | 92 |
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 Rochester metro area
- Population, 2025 estimate
- 231,184+2.0% since 2020
- Households
- 92,880
- Median age
- 39.9
- Homes lived in by their owners
- 74%
- Vehicles per household
- 1.9
- Land area
- 2,477 sq. mi.
- People per square mile
- 92
- Median household income
- $91,882+24.7% vs. 2015–2019, before inflation
- Average household income
- $124,471
- Median home value
- $306,500
- Jobs located here
- 129,873
- Daytime population
- 235,233Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rochester 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 Rochester 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 Rochester metro area 4
- Olmsted County, MN164,498 people
- Wabasha County, MN21,565 people
- Fillmore County, MN21,414 people
- Dodge County, MN21,045 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
- St. Cloud, MN metro area202,458 people
- Mankato, MN metro area104,282 people
- Brainerd, MN area98,678 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 Rochester, MN metro area growing?
Population estimates put the Rochester metro area at 231,184 people in 2025, up 2.0% since 2020, slower than the U.S. (+3.1%). It has 92,880 households. Median household income rose 24.7% from the 2015–2019 survey, before inflation.
How much do households in the Rochester, MN metro area spend?
Households in the Rochester metro area spend about $1.4B a year on rent and homeowner costs, $603.9M on groceries and $410.3M on food away from home. Set against the U.S., households in the Rochester metro area spend the most on medical and dental services (an index of 122, where 100 is the U.S. average) and the least on vehicle insurance (86).
Which business types have the highest market scores in the Rochester, MN metro area?
The highest Groundwork market scores in the Rochester metro area are for primary care and pediatric clinics (88), medical and dental practices (87) and dry cleaners (84). The Rochester metro area ranks #3 of 387 scored metro areas for primary care and pediatric clinics.
How does the Rochester, MN metro area compare with the U.S.?
The median household income in the Rochester metro area is $91,882 a year, 14% above the U.S. median of $80,734. The population rose 2.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $306,500, against $332,700 for the U.S. For its number of households, the Rochester metro area has the most map listings, relative to the U.S., for electricians (56% above the U.S. rate) and the fewest for primary care and pediatric clinics (75% 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. 54 of the 56 business types have a score in the Rochester 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 Rochester 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 Minnesota · Every U.S. market · How we measure
Screening a site or an acquisition in the Rochester 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 Rochester 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.