Small-town market profile · Missouri
Hannibal, MO area market data
Population, household spending and competition for 56 business types in the Hannibal area, each scored against other small-town markets.
- Population, 2025
- 38,969
- +0.4% since 2020
- Households
- 15,293
- Median household income
- $63,545
- +24.7% vs. 2015–2019, before inflation
- Median home value
- $163,800
- Jobs located here
- 16,430
- Highest market score
- 73
- Salons, barbers and spas, #33 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Hannibal area by name and distance, and the households and spending within reach. Or open the report at the center of the Hannibal 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 38,969 people live in the Hannibal area, in 15,293 households. Population estimates show the Hannibal area grew 0.4% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in the Hannibal area is $63,545 a year, 21% below the U.S. median of $80,734. That rose 24.7% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Hannibal area spend the most on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and the least on child care and other personal services (56).
The highest Groundwork market scores in the Hannibal area are for salons, barbers and spas (73); spas and skin care studios (71); and grocery stores (70). The Hannibal area ranks #33 of 538 scored small-town markets for salons, barbers and spas.
The Hannibal area takes in 2 counties: Marion County and Ralls County. For its number of households, the Hannibal area has the most map listings, relative to the U.S., for convenience stores (2.7 times the U.S. rate) and the fewest for real estate businesses (46% below the U.S. rate).
All 56 business types in the Hannibal area
Highest Groundwork market score first. Each score compares the Hannibal 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 |
|---|---|---|---|---|---|---|---|
| Salons, barbers and spas | 73 | #33 of 538 | 41 | 26.8 | $329K | 155 | 5 |
| Spas and skin care | 71 | #51 of 504 | 5 | 3.3 | $2.7M | 308 | Under 3 |
| Grocery stores | 70 | #69 of 506 | 6 | 3.9 | $14.4M | 155 | 5 |
| HVAC and plumbing | 67 | #74 of 476 | 6 | 3.9 | $6.2M | 129 | 6 |
| Home repair trades | 64 | #103 of 526 | 13 | 8.5 | $2.8M | 117 | 13 |
| Hair salons | 64 | #111 of 538 | 28 | 18.3 | $482K | 112 | 4 |
| Physical therapy | 63 | #106 of 400 | 6 | 3.9 | $3.2M | 135 | 5 |
| Gyms | 61 | #132 of 506 | 8 | 5.2 | $1.3M | 102 | Under 3 |
| Dentists and orthodontists | 59 | #175 of 526 | 13 | 8.5 | $1.5M | 152 | 10 |
| Primary care and pediatrics | 56 | #184 of 458 | 11 | 7.2 | $1.8M | 99 | 16 |
| Tire shops | 55 | #181 of 431 | 8 | 5.2 | $2.1M | 83 | 3 |
| Bakeries and dessert shops | 55 | #202 of 507 | 9 | 5.9 | $5.8M | 140 | 9 |
| Funeral homes | 54 | #153 of 365 | 6 | 3.9 | $405K | 60 | 4 |
| Pet businesses | 52 | #248 of 527 | 15 | 9.8 | $746K | 85 | 7 |
| Sit-down restaurants | 51 | #253 of 538 | 68 | 44.5 | $769K | 116 | 30 |
| Clothing, shoes and laundry | 51 | #256 of 536 | 25 | 16.3 | $1.1M | 121 | 11 |
| Clothing and shoe stores | 51 | #259 of 536 | 17 | 11.1 | $1.6M | 124 | 11 |
| Gyms, studios and classes | 50 | #286 of 535 | 17 | 11.1 | $627K | 95 | Under 3 |
| Restaurants and cafes | 48 | #274 of 538 | 137 | 89.6 | $382K | 103 | 71 |
| Optometrists and eye care | 46 | #242 of 400 | 8 | 5.2 | $2.4M | 77 | Under 3 |
| Car washes and detailing | 46 | #251 of 441 | 9 | 5.9 | $1.8M | 73 | Under 3 |
| Coffee shops and cafes | 46 | #301 of 529 | 14 | 9.2 | $3.7M | 101 | 9 |
| Doctors, dentists and clinics | 45 | #330 of 538 | 136 | 88.9 | $143K | 94 | 37 |
| Auto repair and car care | 44 | #331 of 538 | 66 | 43.2 | $251K | 93 | 38 |
| Collision repair and body shops | 43 | #248 of 387 | 6 | 3.9 | $2.8M | 90 | 11 |
| Grocery and convenience stores | 43 | #361 of 538 | 49 | 32.0 | $1.8M | 52 | 7 |
| Auto repair shops | 42 | #358 of 538 | 40 | 26.2 | $414K | 93 | 29 |
| Real estate | 41 | #376 of 536 | 32 | 20.9 | Index only | 141 | 13 |
| Pizza | 38 | #382 of 520 | 16 | 10.5 | $3.3M | 64 | 30 |
| Fast food and sandwich shops | 38 | #384 of 537 | 24 | 15.7 | $2.2M | 71 | 30 |
| Real estate agents and brokers | 37 | #429 of 533 | 28 | 18.3 | Index only | 128 | 8 |
| Chiropractors | 36 | #326 of 426 | 13 | 8.5 | $1.5M | 62 | 6 |
| Martial arts and dance studios | 32 | #312 of 378 | 8 | 5.2 | $1.3M | 66 | Under 3 |
| Child care and preschools | 29 | #389 of 454 | 10 | 6.5 | $493K | 49 | 9 |
| Veterinarians | 28 | #337 of 398 | 7 | 4.6 | $1.6M | 59 | 7 |
| Convenience stores | 27 | #460 of 529 | 33 | 21.6 | $2.6M | 33 | Under 3 |
| Landscaping and lawn care | 26 | #368 of 399 | 10 | 6.5 | $1.7M | 58 | 14 |
| Insurance agencies | 24 | #473 of 537 | 28 | 18.3 | $931K | 74 | 21 |
| Gas stations | 20 | #503 of 536 | 43 | 28.1 | $999K | 42 | 38 |
| Lawn, cleaning and pest control | 19 | #471 of 481 | 16 | 10.5 | $1.1M | 63 | 27 |
| House cleaning | Not scored | Not scored | 4 | 2.6 | $4.2M | 66 | 10 |
| Nail salons | Not scored | Not scored | 4 | 2.6 | $3.4M | 202 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 4 | 2.6 | $9.2M | 109 | Under 3 |
| Barbershops | Not scored | Not scored | 3 | 2.0 | $4.5M | 239 | Under 3 |
| Electricians | Not scored | Not scored | 3 | 2.0 | $12.3M | 103 | 7 |
| Pet grooming and boarding | Not scored | Not scored | 3 | 2.0 | $3.7M | 147 | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 1.3 | $13.4M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.3 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.3 | $8.4M | Too few | 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.7 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.7 | $16.6M | Too few | 3 |
| Property management | Not scored | Not scored | 1 | 0.7 | Index only | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.7 | $10.7M | Too few | Under 3 |
| Dry cleaners | 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 Hannibal 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 | $16.6M | $1,083 | 113 |
| Gasoline and other fuels | $42.9M | $2,808 | 108 |
| Food away from home | $52.3M | $3,419 | 84 |
| Groceries | $86.2M | $5,634 | 89 |
| Personal care products and services | $13.5M | $883 | 88 |
| Child care and other personal services | $4.9M | $322 | 56 |
| Memberships, classes and admissions | $10.7M | $697 | 71 |
| Medical and dental services | $19.4M | $1,270 | 99 |
| Pets | $11.2M | $732 | 80 |
| Clothing, shoes and related services | $26.7M | $1,747 | 85 |
| Vehicle insurance | $26.1M | $1,705 | 87 |
| Home repairs, maintenance and insurance | $37M | $2,416 | 80 |
| Lawn care, cleaning and other household services | $16.9M | $1,102 | 78 |
| Rent and homeowner costs | $196.1M | $12,825 | 77 |
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 Hannibal area
- Population, 2025 estimate
- 38,969+0.4% since 2020
- Households
- 15,293
- Median age
- 41.2
- Homes lived in by their owners
- 74%
- Vehicles per household
- 2.0
- Land area
- 907 sq. mi.
- People per square mile
- 43
- Median household income
- $63,545+24.7% vs. 2015–2019, before inflation
- Average household income
- $76,592
- Median home value
- $163,800
- Jobs located here
- 16,430
- Daytime population
- 37,362Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Hannibal 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 Hannibal 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 Hannibal area 2
- Marion County, MO28,457 people
- Ralls County, MO10,428 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
- Fort Leonard Wood, MO area53,894 people
Questions
How fast is the Hannibal, MO area growing?
Population estimates put the Hannibal area at 38,969 people in 2025, up 0.4% since 2020, slower than the U.S. (+3.1%). It has 15,293 households. Against the 2015–2019 survey, median household income rose 24.7%, before inflation.
How much do households in the Hannibal, MO area spend?
Households in the Hannibal area spend about $196.1M a year on rent and homeowner costs, $86.2M on groceries and $52.3M on food away from home. Relative to the U.S., household spending in the Hannibal area runs highest on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and lowest on child care and other personal services (56).
Which business types have the highest market scores in the Hannibal, MO area?
Of the business types scored in the Hannibal area, salons, barbers and spas (73); spas and skin care studios (71); and grocery stores (70) have the highest Groundwork market scores. For salons, barbers and spas, that ranks #33 of 538 scored small-town markets.
How does the Hannibal, MO area compare with the U.S.?
Median household income in the Hannibal area is $63,545, 21% below the U.S. median of $80,734. The population rose 0.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $163,800, against $332,700 for the U.S. Against the U.S., map listings per household run highest for convenience stores (2.7 times the U.S. rate) and lowest for real estate businesses (46% 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. 40 of the 56 business types have a score in the Hannibal 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 Hannibal 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 Missouri · Every U.S. market · How we measure
Screening a site or an acquisition in the Hannibal 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 Hannibal 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.