Small-town market profile · Minnesota
Worthington, MN area market data
Population, household spending and competition for 56 business types in the Worthington area, each scored against other small-town markets.
- Population, 2025
- 22,338
- +0.6% since 2020
- Households
- 7,674
- Median household income
- $66,101
- +19.5% vs. 2015–2019, before inflation
- Median home value
- $197,200
- Jobs located here
- 10,543
- Highest market score
- 75
- Doctors, dentists and clinics, #50 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Worthington area by name and distance, and the households and spending within reach. Or open the report at the center of the Worthington 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 22,338 people live in the Worthington area, in 7,674 households. Between 2020 and 2025, the population of the Worthington area grew 0.6%, slower than the U.S. (+3.1%). The median household income in the Worthington area is $66,101 a year, 18% below the U.S. median of $80,734. That rose 19.5% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Worthington 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 (64).
The highest Groundwork market scores in the Worthington area are for medical and dental practices (75), pet businesses (69) and pizza places (69). The Worthington area ranks #50 of 538 scored small-town markets for medical and dental practices.
The Worthington area is made up of one county, Nobles County. For its number of households, the Worthington area has the most map listings, relative to the U.S., for gas stations (twice the U.S. rate) and the fewest for real estate agents and brokers (58% below the U.S. rate).
All 56 business types in the Worthington area
Highest Groundwork market score first. Each score compares the Worthington 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 |
|---|---|---|---|---|---|---|---|
| Doctors, dentists and clinics | 75 | #50 of 538 | 42 | 54.7 | $245K | 161 | 14 |
| Pet businesses | 69 | #61 of 527 | 7 | 9.1 | $870K | 99 | Under 3 |
| Pizza | 69 | #82 of 520 | 5 | 6.5 | $5.7M | 111 | 13 |
| Restaurants and cafes | 69 | #86 of 538 | 70 | 91.2 | $404K | 109 | 28 |
| Dentists and orthodontists | 68 | #96 of 526 | 7 | 9.1 | $1.5M | 150 | 4 |
| Sit-down restaurants | 65 | #113 of 538 | 35 | 45.6 | $807K | 122 | 13 |
| Lawn, cleaning and pest control | 63 | #115 of 481 | 5 | 6.5 | $1.8M | 108 | 4 |
| Home repair trades | 62 | #119 of 526 | 6 | 7.8 | $3.3M | 137 | 13 |
| Fast food and sandwich shops | 60 | #180 of 537 | 11 | 14.3 | $2.6M | 84 | 13 |
| Real estate agents and brokers | 59 | #143 of 533 | 10 | 13.0 | Index only | 191 | Under 3 |
| Gyms, studios and classes | 58 | #176 of 535 | 10 | 13.0 | $626K | 95 | Under 3 |
| Gyms | 55 | #204 of 506 | 6 | 7.8 | $1M | 80 | Under 3 |
| Real estate | 51 | #253 of 536 | 15 | 19.5 | Index only | 160 | Under 3 |
| Coffee shops and cafes | 49 | #277 of 529 | 9 | 11.7 | $3.1M | 85 | Under 3 |
| Convenience stores | 47 | #316 of 529 | 10 | 13.0 | $4.5M | 57 | Under 3 |
| Nail salons | 46 | #225 of 387 | 5 | 6.5 | $1.5M | 87 | Under 3 |
| Chiropractors | 44 | #258 of 426 | 6 | 7.8 | $1.7M | 72 | 3 |
| Funeral homes | 41 | #239 of 365 | 5 | 6.5 | $253K | 37 | Under 3 |
| Car washes and detailing | 39 | #313 of 441 | 5 | 6.5 | $1.8M | 70 | 3 |
| Salons, barbers and spas | 39 | #399 of 538 | 35 | 45.6 | $207K | 98 | 10 |
| Clothing and shoe stores | 38 | #375 of 536 | 15 | 19.5 | $962K | 76 | 10 |
| Clothing, shoes and laundry | 37 | #396 of 536 | 21 | 27.4 | $687K | 78 | 10 |
| Auto repair and car care | 37 | #403 of 538 | 44 | 57.3 | $202K | 75 | 20 |
| Auto repair shops | 36 | #415 of 538 | 27 | 35.2 | $329K | 74 | 15 |
| Gas stations | 35 | #424 of 536 | 17 | 22.2 | $1.3M | 56 | 14 |
| Veterinarians | 32 | #327 of 398 | 5 | 6.5 | $1.2M | 45 | Under 3 |
| Insurance agencies | 32 | #423 of 537 | 11 | 14.3 | $1.2M | 99 | 12 |
| Grocery and convenience stores | 30 | #456 of 538 | 29 | 37.8 | $1.6M | 46 | 8 |
| Collision repair and body shops | 29 | #336 of 387 | 7 | 9.1 | $1.3M | 41 | 5 |
| Hair salons | 29 | #482 of 538 | 27 | 35.2 | $269K | 62 | 6 |
| Grocery stores | 26 | #444 of 506 | 10 | 13.0 | $4.5M | 48 | 7 |
| HVAC and plumbing | Not scored | Not scored | 4 | 5.2 | $5M | 105 | 6 |
| Optometrists and eye care | Not scored | Not scored | 4 | 5.2 | $2.6M | 82 | Under 3 |
| Tire shops | Not scored | Not scored | 4 | 5.2 | $2.2M | 89 | Under 3 |
| Bakeries and dessert shops | Not scored | Not scored | 3 | 3.9 | $9.4M | 227 | Under 3 |
| Child care and preschools | Not scored | Not scored | 3 | 3.9 | $957K | 96 | 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 3.9 | Index only | 89 | Under 3 |
| Physical therapy | Not scored | Not scored | 3 | 3.9 | $3.4M | 143 | 3 |
| Dry cleaners | Not scored | Not scored | 2 | 2.6 | $7.2M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 2.6 | $4.5M | Too few | 4 |
| Landscaping and lawn care | Not scored | Not scored | 2 | 2.6 | $4.5M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 2.6 | $7.2M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 2 | 2.6 | $3.1M | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 2.6 | $5.1M | Too few | 4 |
| Property management | Not scored | Not scored | 2 | 2.6 | Index only | Too few | Under 3 |
| Spas and skin care | Not scored | Not scored | 2 | 2.6 | $3.6M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 2.6 | $3.1M | Too few | Under 3 |
| Barbershops | Not scored | Not scored | 1 | 1.3 | $7.3M | Too few | Under 3 |
| Electricians | Not scored | Not scored | 1 | 1.3 | $20M | Too few | 7 |
| Pest control | Not scored | Not scored | 1 | 1.3 | $9.1M | Too few | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 1 | 1.3 | $6.1M | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 1 | 1.3 | $20M | Too few | 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 |
| Pet stores | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Worthington 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 | $8.9M | $1,156 | 121 |
| Gasoline and other fuels | $22.5M | $2,936 | 113 |
| Food away from home | $28.3M | $3,681 | 90 |
| Groceries | $45.1M | $5,873 | 93 |
| Personal care products and services | $7.3M | $946 | 94 |
| Child care and other personal services | $2.9M | $374 | 64 |
| Memberships, classes and admissions | $6.3M | $816 | 83 |
| Medical and dental services | $10.3M | $1,342 | 104 |
| Pets | $6.1M | $794 | 87 |
| Clothing, shoes and related services | $14.4M | $1,881 | 92 |
| Vehicle insurance | $13.7M | $1,783 | 91 |
| Home repairs, maintenance and insurance | $20M | $2,605 | 86 |
| Lawn care, cleaning and other household services | $9.1M | $1,182 | 84 |
| Rent and homeowner costs | $104M | $13,547 | 81 |
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 Worthington area
- Population, 2025 estimate
- 22,338+0.6% since 2020
- Households
- 7,674
- Median age
- 36.7
- Homes lived in by their owners
- 74%
- Vehicles per household
- 2.0
- Land area
- 715 sq. mi.
- People per square mile
- 31
- Median household income
- $66,101+19.5% vs. 2015–2019, before inflation
- Average household income
- $87,038
- Median home value
- $197,200
- Jobs located here
- 10,543
- Daytime population
- 21,293Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Worthington 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 Worthington 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 Worthington area 1
- Nobles County, MN22,041 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
- 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
Questions
How fast is the Worthington, MN area growing?
Population estimates put the Worthington area at 22,338 people in 2025, up 0.6% since 2020, slower than the U.S. (+3.1%). It has 7,674 households. Against the 2015–2019 survey, median household income rose 19.5%, before inflation.
How much do households in the Worthington, MN area spend?
Households in the Worthington area spend about $104M a year on rent and homeowner costs, $45.1M on groceries and $28.3M on food away from home. Relative to the U.S., household spending in the Worthington 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 (64).
Which business types have the highest market scores in the Worthington, MN area?
Of the business types scored in the Worthington area, medical and dental practices (75), pet businesses (69) and pizza places (69) have the highest Groundwork market scores. For medical and dental practices, that ranks #50 of 538 scored small-town markets.
How does the Worthington, MN area compare with the U.S.?
Median household income in the Worthington area is $66,101, 18% below the U.S. median of $80,734. The population rose 0.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $197,200, against $332,700 for the U.S. Against the U.S., map listings per household run highest for gas stations (twice the U.S. rate) and lowest for real estate agents and brokers (58% 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. 31 of the 56 business types have a score in the Worthington 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 Worthington 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 Worthington 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 Worthington 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.