State profile · 56 business types

Missouri market data

Population, household spending and competition for 56 business types across Missouri, with each type’s rank among the 50 states and DC.

Population, 2025: 6,270,541; +1.9% since 2020
Households: 2,508,227
Median household income: $70,702; +27.5% vs. 2015–2019, before inflation
Median home value: $230,300
Jobs located here: 2,863,992

A site report maps the competitors on map listings around any address in Missouri by name and distance, and the households and spending within reach.

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Survey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure

What this means

An estimated 6,270,541 people live in Missouri, in 2,508,227 households. Between 2020 and 2025, the population of Missouri grew 1.9%, slower than the U.S. (+3.1%). The median household income in Missouri is $70,702 a year, 12% below the U.S. median of $80,734. That rose 27.5% from the 2015–2019 survey, before inflation.

Set against the U.S., households in Missouri spend the most on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and the least on child care and other personal services (69).

Among the 50 states and DC, Missouri ranks highest for dentists and orthodontists (#6); yoga, Pilates and fitness studios (#8); and medical and dental practices (#9) by the Groundwork market score.

For its number of households, Missouri has the most map listings, relative to the U.S., for insurance agencies (29% above the U.S. rate) and the fewest for yoga, Pilates and fitness studios (37% below the U.S. rate).

All 56 business types in Missouri

Listings per 10,000 households, and the same as an index where 100 is the U.S. rate. Spending per listing is a year of household spending on the type’s whole line over its listings (for the real estate types, an index of housing costs per listing, where 100 is the U.S.). The rank puts the state’s Groundwork market score against the other 50 states and DC.

Every business type in Missouri: listings, listings per 10,000 households against the U.S., spending per listing, official establishments, market score and rank among states
Business type	Listings	Per 10k households	Vs. U.S. (100)	Spending per listing	Official establishments	Score	Rank among states
Food and drink
Restaurants and cafes	24,732	98.6	90	$385K	10,657	54	#25 of 51
Sit-down restaurants	13,458	53.7	88	$708K	4,522	45	#30 of 51
Fast food and sandwich shops	3,324	13.3	100	$2.9M	4,814	44	#33 of 51
Pizza	2,482	9.9	124	$3.8M	4,814	32	#47 of 51
Coffee shops and cafes	2,459	9.8	89	$3.9M	1,206	55	#24 of 51
Bakeries and dessert shops	2,043	8.1	83	$4.7M	1,311	56	#16 of 51
Groceries and convenience
Grocery and convenience stores	4,469	17.8	95	$3.3M	1,257	51	#26 of 51
Grocery stores	1,533	6.1	90	$9.7M	955	53	#21 of 51
Convenience stores	2,046	8.2	102	$7.3M	302	47	#31 of 51
Auto
Auto repair and car care	9,508	37.9	106	$279K	4,091	42	#36 of 51
Auto repair shops	5,604	22.3	104	$474K	2,905	48	#30 of 51
Collision repair and body shops	804	3.2	103	$3.3M	835	46	#30 of 51
Car washes and detailing	1,058	4.2	111	$2.5M	374	52	#23 of 51
Tire shops	1,079	4.3	113	$2.5M	475	40	#34 of 51
Oil change and quick lube	200	0.8	114	$13.3M	211	45	#31 of 50
Gas stations	3,363	13.4	123	$2M	2,635	39	#38 of 51
Insurance agencies	5,033	20.1	129	$810K	3,330	19	#49 of 51
Beauty and personal care
Salons, barbers and spas	10,154	40.5	86	$240K	2,309	51	#22 of 51
Hair salons	5,256	21.0	90	$463K	1,236	53	#19 of 51
Barbershops	1,162	4.6	87	$2.1M	127	41	#35 of 51
Nail salons	1,183	4.7	78	$2.1M	399	46	#28 of 51
Spas and skin care	2,350	9.4	82	$1M	503	51	#23 of 51
Fitness and classes
Gyms, studios and classes	3,182	12.7	85	$685K	1,240	55	#19 of 51
Gyms	1,761	7.0	92	$1.2M	697	50	#26 of 51
Yoga, Pilates and fitness studios	380	1.5	63	$5.7M	697	63	#8 of 51
Martial arts and dance studios	1,041	4.2	86	$2.1M	543	52	#22 of 51
Health care
Doctors, dentists and clinics	17,202	68.6	81	$203K	7,648	71	#9 of 51
Dentists and orthodontists	2,474	9.9	76	$1.4M	1,899	77	#6 of 51
Primary care and pediatrics	1,392	5.5	76	$2.5M	3,248	67	#11 of 51
Urgent care and walk-in clinics	118	0.5	100	$29.5M	158	61	#14 of 50
Chiropractors	1,589	6.3	117	$2.2M	920	42	#33 of 51
Physical therapy	1,095	4.4	81	$3.2M	996	66	#10 of 51
Optometrists and eye care	926	3.7	90	$3.8M	427	65	#12 of 51
Pets
Pet businesses	2,841	11.3	109	$728K	1,368	36	#39 of 51
Veterinarians	959	3.8	115	$2.2M	696	32	#38 of 51
Pet grooming and boarding	911	3.6	100	$2.3M	486	41	#37 of 51
Pet stores	505	2.0	100	$4.1M	186	35	#41 of 51
Child care
Child care and preschools	1,474	5.9	102	$679K	1,463	29	#45 of 51
Clothing and laundry
Clothing, shoes and laundry	5,174	20.6	88	$940K	2,021	49	#29 of 51
Clothing and shoe stores	3,818	15.2	94	$1.3M	1,692	48	#28 of 51
Laundromats	352	1.4	87	$13.8M	132	49	#29 of 51
Dry cleaners	233	0.9	69	$20.9M	197	53	#24 of 51
Home services
Home repair trades	3,234	12.9	104	$2.1M	3,700	39	#38 of 51
HVAC and plumbing	1,626	6.5	103	$4.1M	1,915	38	#38 of 51
Electricians	574	2.3	92	$11.7M	1,282	49	#29 of 51
Roofing and gutters	1,034	4.1	114	$6.5M	503	28	#43 of 51
Lawn, cleaning and pest control	2,106	8.4	100	$1.4M	3,813	36	#35 of 51
Landscaping and lawn care	1,245	5.0	104	$2.4M	2,199	35	#35 of 51
House cleaning	498	2.0	91	$6.1M	1,324	36	#42 of 51
Pest control	363	1.4	100	$8.4M	290	27	#48 of 51
Real estate
Real estate	8,255	32.9	85	97 (index)	4,641	37	#41 of 51
Real estate agents and brokers	6,430	25.6	84	99 (index)	2,550	36	#43 of 51
Property management	667	2.7	90	93 (index)	1,015	39	#40 of 51
Mortgage brokers and lenders	999	4.0	93	89 (index)	388	30	#48 of 51
Home inspectors	159	0.6	100	83 (index)	124	25	#50 of 50
Funeral services
Funeral homes	675	2.7	129	$521K	406	35	#36 of 51

Markets in Missouri

Each market’s page covers every business type, with its figures against the state and the U.S.

Questions

How fast is Missouri growing?

Population estimates put Missouri at 6,270,541 people in 2025, up 1.9% since 2020, slower than the U.S. (+3.1%). It has 2,508,227 households. Against the 2015–2019 survey, median household income rose 27.5%, before inflation.

How much do households in Missouri spend?

Households in Missouri spend about $34.6B a year on rent and homeowner costs, $14.9B on groceries and $9.5B on food away from home. Relative to the U.S., household spending in Missouri runs highest on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and lowest on child care and other personal services (69).

Which business types rank highest in Missouri?

By the Groundwork market score, Missouri’s highest ranks among the 50 states and DC are for dentists and orthodontists (#6); yoga, Pilates and fitness studios (#8); and medical and dental practices (#9).

How does Missouri compare with the U.S.?

Median household income in Missouri is $70,702, 12% below the U.S. median of $80,734. The population rose 1.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $230,300, against $332,700 for the U.S. Against the U.S., map listings per household run highest for insurance agencies (29% above the U.S. rate) and lowest for yoga, Pilates and fitness studios (37% 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. Each business type is scored on its own, so a state can rank high for one type and low for another.

How can I see the market around a specific site?

Run a Groundwork site report on an address in Missouri. 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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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.