Small-town market profile · Missouri
Fort Leonard Wood, MO area market data
How the Fort Leonard Wood area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 54,442
- +0.8% since 2020
- Households
- 16,851
- Median household income
- $64,466
- +20.5% vs. 2015–2019, before inflation
- Median home value
- $189,800
- Jobs located here
- 9,976
- Highest market score
- 81
- Dentists and orthodontists, #14 of 526 scored small-town markets
A site report maps the competitors on map listings around any address in the Fort Leonard Wood area by name and distance, and the households and spending within reach. Or open the report at the center of the Fort Leonard Wood 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 Fort Leonard Wood area has an estimated 54,442 people and 16,851 households. Population estimates show the Fort Leonard Wood area grew 0.8% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Fort Leonard Wood area is $64,466, 20% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 20.5%, before inflation.
Relative to the U.S., household spending in the Fort Leonard Wood area runs highest on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and lowest on child care and other personal services (55).
Of the business types scored in the Fort Leonard Wood area, dentists and orthodontists (81), primary care and pediatric clinics (81) and medical and dental practices (80) have the highest Groundwork market scores. For dentists and orthodontists, that ranks #14 of 526 scored small-town markets.
The Fort Leonard Wood area is made up of one county, Pulaski County. Against the U.S., map listings per household run highest for property management companies (2.6 times the U.S. rate) and lowest for dentists and orthodontists (50% below the U.S. rate).
All 56 business types in the Fort Leonard Wood area
Highest Groundwork market score first. Each score compares the Fort Leonard Wood 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 |
|---|---|---|---|---|---|---|---|
| Dentists and orthodontists | 81 | #14 of 526 | 11 | 6.5 | $2M | 201 | 3 |
| Primary care and pediatrics | 81 | #23 of 458 | 7 | 4.2 | $3.1M | 175 | 7 |
| Doctors, dentists and clinics | 80 | #27 of 538 | 77 | 45.7 | $283K | 185 | 17 |
| Grocery and convenience stores | 73 | #49 of 538 | 27 | 16.0 | $3.5M | 105 | 7 |
| Home repair trades | 71 | #47 of 526 | 13 | 7.7 | $3.2M | 132 | 14 |
| Chiropractors | 70 | #51 of 426 | 7 | 4.2 | $3.1M | 130 | 4 |
| Nail salons | 69 | #70 of 387 | 5 | 3.0 | $3M | 181 | Under 3 |
| Auto repair and car care | 69 | #93 of 538 | 67 | 39.8 | $267K | 100 | 19 |
| Grocery stores | 68 | #85 of 506 | 9 | 5.3 | $10.6M | 114 | 5 |
| Clothing, shoes and laundry | 68 | #109 of 536 | 22 | 13.1 | $1.4M | 153 | 6 |
| Auto repair shops | 65 | #113 of 538 | 41 | 24.3 | $437K | 98 | 13 |
| Clothing and shoe stores | 64 | #147 of 536 | 18 | 10.7 | $1.7M | 130 | 6 |
| Collision repair and body shops | 63 | #105 of 387 | 6 | 3.6 | $3M | 97 | 4 |
| Convenience stores | 62 | #157 of 529 | 13 | 7.7 | $7.4M | 94 | Under 3 |
| Tire shops | 60 | #146 of 431 | 8 | 4.7 | $2.2M | 89 | 3 |
| Veterinarians | 58 | #137 of 398 | 5 | 3.0 | $2.5M | 91 | 5 |
| Gyms, studios and classes | 58 | #174 of 535 | 18 | 10.7 | $670K | 101 | Under 3 |
| Insurance agencies | 58 | #201 of 537 | 19 | 11.3 | $1.5M | 119 | 9 |
| HVAC and plumbing | 56 | #169 of 476 | 10 | 5.9 | $4.2M | 88 | 10 |
| Hair salons | 54 | #235 of 538 | 43 | 25.5 | $351K | 82 | 3 |
| Spas and skin care | 52 | #226 of 504 | 14 | 8.3 | $1.1M | 123 | 3 |
| Car washes and detailing | 50 | #221 of 441 | 9 | 5.3 | $2M | 79 | Under 3 |
| Lawn, cleaning and pest control | 48 | #255 of 481 | 14 | 8.3 | $1.3M | 80 | 3 |
| Salons, barbers and spas | 48 | #302 of 538 | 78 | 46.3 | $194K | 91 | 8 |
| Bakeries and dessert shops | 44 | #323 of 507 | 21 | 12.5 | $2.8M | 67 | 6 |
| Coffee shops and cafes | 44 | #333 of 529 | 26 | 15.4 | $2.2M | 61 | 6 |
| Fast food and sandwich shops | 41 | #365 of 537 | 30 | 17.8 | $1.9M | 64 | 30 |
| Funeral homes | 40 | #242 of 365 | 5 | 3.0 | $381K | 56 | Under 3 |
| Gyms | 40 | #359 of 506 | 14 | 8.3 | $861K | 66 | Under 3 |
| Pizza | 39 | #372 of 520 | 22 | 13.1 | $2.7M | 52 | 30 |
| Pet grooming and boarding | 37 | #291 of 387 | 7 | 4.2 | $1.8M | 70 | 8 |
| Restaurants and cafes | 37 | #400 of 538 | 205 | 121.7 | $285K | 77 | 72 |
| Gas stations | 37 | #407 of 536 | 36 | 21.4 | $1.3M | 54 | 22 |
| Sit-down restaurants | 35 | #426 of 538 | 108 | 64.1 | $541K | 81 | 35 |
| Barbershops | 34 | #290 of 377 | 15 | 8.9 | $1M | 53 | Under 3 |
| Child care and preschools | 34 | #357 of 454 | 9 | 5.3 | $599K | 60 | 10 |
| Real estate agents and brokers | 34 | #468 of 533 | 33 | 19.6 | Index only | 122 | 12 |
| Pet businesses | 32 | #444 of 527 | 22 | 13.1 | $565K | 64 | 13 |
| Landscaping and lawn care | 31 | #335 of 399 | 10 | 5.9 | $1.9M | 64 | Under 3 |
| Mortgage brokers and lenders | 25 | #168 of 177 | 8 | 4.7 | Index only | 70 | 4 |
| Property management | 25 | #169 of 180 | 13 | 7.7 | Index only | 30 | 6 |
| Real estate | 25 | #523 of 536 | 55 | 32.6 | Index only | 92 | 25 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 2.4 | $3M | 149 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 4 | 2.4 | $5.4M | 174 | 3 |
| Pet stores | Not scored | Not scored | 3 | 1.8 | $4.1M | 92 | Under 3 |
| Physical therapy | Not scored | Not scored | 3 | 1.8 | $7.3M | 302 | Under 3 |
| Electricians | Not scored | Not scored | 2 | 1.2 | $20.9M | Too few | 4 |
| House cleaning | Not scored | Not scored | 2 | 1.2 | $9.4M | Too few | 3 |
| Pest control | Not scored | Not scored | 2 | 1.2 | $9.4M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 0.6 | $29.7M | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 1 | 0.6 | $41.7M | Too few | Under 3 |
| Dry cleaners | 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 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Fort Leonard Wood 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 | $17.9M | $1,063 | 111 |
| Gasoline and other fuels | $46.5M | $2,760 | 106 |
| Food away from home | $58.4M | $3,465 | 85 |
| Groceries | $95.8M | $5,683 | 90 |
| Personal care products and services | $15.1M | $897 | 89 |
| Child care and other personal services | $5.4M | $320 | 55 |
| Memberships, classes and admissions | $12.1M | $715 | 73 |
| Medical and dental services | $21.8M | $1,292 | 100 |
| Pets | $12.4M | $737 | 81 |
| Clothing, shoes and related services | $29.7M | $1,763 | 86 |
| Vehicle insurance | $28.4M | $1,687 | 86 |
| Home repairs, maintenance and insurance | $41.7M | $2,477 | 82 |
| Lawn care, cleaning and other household services | $18.9M | $1,119 | 79 |
| Rent and homeowner costs | $218.9M | $12,991 | 78 |
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 Fort Leonard Wood area
- Population, 2025 estimate
- 54,442+0.8% since 2020
- Households
- 16,851
- Median age
- 30.3
- Homes lived in by their owners
- 61%
- Vehicles per household
- 1.9
- Land area
- 547 sq. mi.
- People per square mile
- 98
- Median household income
- $64,466+20.5% vs. 2015–2019, before inflation
- Average household income
- $80,072
- Median home value
- $189,800
- Jobs located here
- 9,976
- Daytime population
- 49,673Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Fort Leonard Wood 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 Fort Leonard Wood 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 Fort Leonard Wood area 1
- Pulaski County, MO53,894 people
Other markets based in Missouri 12
- St. Louis, MO-IL metro area2,810,850 people
- Kansas City, MO-KS metro area2,218,142 people
- Springfield, MO metro area486,785 people
- Columbia, MO metro area215,014 people
- Joplin, MO-KS metro area203,626 people
- Jefferson City, MO metro area150,437 people
- St. Joseph, MO-KS metro area120,012 people
- Cape Girardeau, MO-IL metro area98,169 people
- Farmington, MO area66,999 people
- Branson, MO area56,529 people
- Warrensburg, MO area54,732 people
- Sikeston, MO area49,835 people
Questions
How fast is the Fort Leonard Wood, MO area growing?
Population estimates put the Fort Leonard Wood area at 54,442 people in 2025, up 0.8% since 2020, slower than the U.S. (+3.1%). It has 16,851 households. Median household income rose 20.5% from the 2015–2019 survey, before inflation.
How much do households in the Fort Leonard Wood, MO area spend?
Households in the Fort Leonard Wood area spend about $218.9M a year on rent and homeowner costs, $95.8M on groceries and $58.4M on food away from home. Set against the U.S., households in the Fort Leonard Wood area spend the most on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and the least on child care and other personal services (55).
Which business types have the highest market scores in the Fort Leonard Wood, MO area?
The highest Groundwork market scores in the Fort Leonard Wood area are for dentists and orthodontists (81), primary care and pediatric clinics (81) and medical and dental practices (80). The Fort Leonard Wood area ranks #14 of 526 scored small-town markets for dentists and orthodontists.
How does the Fort Leonard Wood, MO area compare with the U.S.?
The median household income in the Fort Leonard Wood area is $64,466 a year, 20% below the U.S. median of $80,734. The population rose 0.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $189,800, against $332,700 for the U.S. For its number of households, the Fort Leonard Wood area has the most map listings, relative to the U.S., for property management companies (2.6 times the U.S. rate) and the fewest for dentists and orthodontists (50% 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. 42 of the 56 business types have a score in the Fort Leonard Wood 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 Fort Leonard Wood 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 Fort Leonard Wood 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 Fort Leonard Wood 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.