Metro area profile · Missouri
Jefferson City, MO metro area market data
How the Jefferson City metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 152,712
- +2.2% since 2020
- Households
- 58,587
- Median household income
- $74,030
- +25.1% vs. 2015–2019, before inflation
- Median home value
- $217,500
- Jobs located here
- 80,011
- Highest market score
- 81
- Dentists and orthodontists, #6 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Jefferson City metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Jefferson City 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 Jefferson City metro area has an estimated 152,712 people and 58,587 households. Population estimates put the population change in the Jefferson City metro area from 2020 to 2025 at +2.2%, slower than the U.S. (+3.1%). Median household income in the Jefferson City metro area is $74,030, 8% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 25.1%, before inflation.
Relative to the U.S., household spending in the Jefferson City metro 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 (66).
Of the business types scored in the Jefferson City metro area, dentists and orthodontists (81), medical and dental practices (79) and optometrists and eye clinics (78) have the highest Groundwork market scores. For dentists and orthodontists, that ranks #6 of 387 scored metro areas.
The Jefferson City metro area takes in 4 counties: Cole County, Callaway County, Moniteau County and Osage County. Against the U.S., map listings per household run highest for funeral homes (2.1 times the U.S. rate) and lowest for real estate agents and brokers (44% below the U.S. rate).
All 56 business types in the Jefferson City metro area
Highest Groundwork market score first. Each score compares the Jefferson City 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 |
|---|---|---|---|---|---|---|---|
| Dentists and orthodontists | 81 | #6 of 387 | 51 | 8.7 | $1.6M | 161 | 36 |
| Doctors, dentists and clinics | 79 | #19 of 387 | 387 | 66.1 | $208K | 137 | 126 |
| Optometrists and eye care | 78 | #15 of 386 | 17 | 2.9 | $4.7M | 151 | 7 |
| Bakeries and dessert shops | 75 | #16 of 387 | 36 | 6.1 | $6.1M | 148 | 21 |
| Spas and skin care | 74 | #20 of 387 | 43 | 7.3 | $1.3M | 150 | 7 |
| Clothing, shoes and laundry | 74 | #40 of 387 | 96 | 16.4 | $1.2M | 133 | 23 |
| Primary care and pediatrics | 74 | #42 of 387 | 34 | 5.8 | $2.4M | 133 | 45 |
| Salons, barbers and spas | 73 | #12 of 387 | 209 | 35.7 | $271K | 127 | 38 |
| Pet stores | 72 | #36 of 382 | 6 | 1.0 | $8M | 177 | 3 |
| Physical therapy | 71 | #51 of 386 | 25 | 4.3 | $3.2M | 134 | 17 |
| Restaurants and cafes | 71 | #53 of 387 | 504 | 86.0 | $439K | 118 | 232 |
| Laundromats | 70 | #63 of 364 | 5 | 0.9 | $22.4M | 179 | Under 3 |
| Coffee shops and cafes | 69 | #51 of 387 | 47 | 8.0 | $4.7M | 127 | 21 |
| Oil change and quick lube | 69 | #51 of 290 | 5 | 0.9 | $13.6M | 99 | 3 |
| Barbershops | 69 | #54 of 387 | 18 | 3.1 | $3.1M | 167 | Under 3 |
| Clothing and shoe stores | 69 | #67 of 387 | 75 | 12.8 | $1.5M | 118 | 23 |
| Gyms, studios and classes | 68 | #42 of 387 | 54 | 9.2 | $912K | 138 | 26 |
| Hair salons | 65 | #58 of 387 | 121 | 20.7 | $468K | 109 | 20 |
| Martial arts and dance studios | 65 | #66 of 387 | 21 | 3.6 | $2.3M | 116 | 10 |
| Nail salons | 65 | #68 of 387 | 25 | 4.3 | $2.3M | 136 | 7 |
| Gyms | 64 | #67 of 387 | 31 | 5.3 | $1.6M | 122 | 16 |
| Property management | 64 | #69 of 374 | 10 | 1.7 | Index only | 145 | 11 |
| Collision repair and body shops | 64 | #97 of 381 | 17 | 2.9 | $4M | 130 | 16 |
| Fast food and sandwich shops | 62 | #122 of 387 | 70 | 11.9 | $3.2M | 104 | 106 |
| Real estate | 59 | #100 of 387 | 133 | 22.7 | Index only | 140 | 70 |
| Auto repair shops | 58 | #129 of 387 | 141 | 24.1 | $483K | 109 | 65 |
| Real estate agents and brokers | 57 | #113 of 387 | 101 | 17.2 | Index only | 146 | 42 |
| Grocery stores | 57 | #144 of 387 | 32 | 5.5 | $10.9M | 117 | 22 |
| Auto repair and car care | 56 | #155 of 387 | 241 | 41.1 | $283K | 105 | 97 |
| Grocery and convenience stores | 56 | #160 of 387 | 103 | 17.6 | $3.4M | 100 | 29 |
| Sit-down restaurants | 55 | #143 of 387 | 300 | 51.2 | $738K | 111 | 102 |
| Chiropractors | 55 | #158 of 386 | 31 | 5.3 | $2.6M | 109 | 17 |
| Convenience stores | 55 | #168 of 387 | 52 | 8.9 | $6.7M | 85 | 7 |
| Tire shops | 51 | #201 of 386 | 26 | 4.4 | $2.6M | 105 | 14 |
| Mortgage brokers and lenders | 45 | #222 of 373 | 20 | 3.4 | Index only | 103 | 6 |
| Urgent care and walk-in clinics | 42 | #130 of 197 | 7 | 1.2 | $11.5M | 47 | 4 |
| Gas stations | 41 | #258 of 387 | 85 | 14.5 | $2M | 86 | 74 |
| Car washes and detailing | 40 | #274 of 387 | 34 | 5.8 | $2M | 80 | 13 |
| Pizza | 39 | #284 of 387 | 77 | 13.1 | $2.9M | 57 | 106 |
| Pet grooming and boarding | 37 | #291 of 386 | 24 | 4.1 | $2M | 79 | 13 |
| Electricians | 37 | #294 of 383 | 15 | 2.6 | $10.3M | 86 | 42 |
| Pest control | 35 | #277 of 345 | 12 | 2.0 | $5.9M | 57 | 5 |
| House cleaning | 33 | #316 of 375 | 16 | 2.7 | $4.4M | 69 | 28 |
| Pet businesses | 30 | #335 of 387 | 73 | 12.5 | $657K | 75 | 37 |
| Lawn, cleaning and pest control | 24 | #366 of 387 | 65 | 11.1 | $1.1M | 64 | 104 |
| Landscaping and lawn care | 23 | #357 of 385 | 37 | 6.3 | $1.9M | 65 | 71 |
| Veterinarians | 23 | #363 of 384 | 27 | 4.6 | $1.8M | 65 | 21 |
| Funeral homes | 22 | #355 of 377 | 25 | 4.3 | $339K | 50 | 17 |
| HVAC and plumbing | 22 | #375 of 387 | 45 | 7.7 | $3.4M | 72 | 70 |
| Home repair trades | 22 | #379 of 387 | 93 | 15.9 | $1.7M | 69 | 132 |
| Insurance agencies | 19 | #369 of 387 | 137 | 23.4 | $769K | 61 | 84 |
| Roofing and gutters | 19 | #374 of 381 | 33 | 5.6 | $4.7M | 55 | 20 |
| Child care and preschools | 16 | #379 of 387 | 58 | 9.9 | $385K | 38 | 55 |
| Dry cleaners | Not scored | Not scored | 3 | 0.5 | $37.4M | 239 | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.3 | Index only | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 0.3 | $24.6M | Too few | 16 |
Household spending in the Jefferson City 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 | $68.1M | $1,163 | 121 |
| Gasoline and other fuels | $173.4M | $2,960 | 114 |
| Food away from home | $221.4M | $3,779 | 93 |
| Groceries | $349.1M | $5,959 | 94 |
| Personal care products and services | $56.6M | $967 | 96 |
| Child care and other personal services | $22.4M | $382 | 66 |
| Memberships, classes and admissions | $49.2M | $840 | 85 |
| Medical and dental services | $80.6M | $1,376 | 107 |
| Pets | $48M | $819 | 90 |
| Clothing, shoes and related services | $112.2M | $1,914 | 93 |
| Vehicle insurance | $105.3M | $1,797 | 92 |
| Home repairs, maintenance and insurance | $154.9M | $2,643 | 88 |
| Lawn care, cleaning and other household services | $70.4M | $1,201 | 85 |
| Rent and homeowner costs | $805.6M | $13,750 | 83 |
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 Jefferson City metro area
- Population, 2025 estimate
- 152,712+2.2% since 2020
- Households
- 58,587
- Median age
- 40.3
- Homes lived in by their owners
- 72%
- Vehicles per household
- 2.0
- Land area
- 2,248 sq. mi.
- People per square mile
- 67
- Median household income
- $74,030+25.1% vs. 2015–2019, before inflation
- Average household income
- $92,629
- Median home value
- $217,500
- Jobs located here
- 80,011
- Daytime population
- 160,422Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Jefferson City 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 Jefferson City 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 Jefferson City metro area 4
- Cole County, MO77,032 people
- Callaway County, MO44,741 people
- Moniteau County, MO15,262 people
- Osage County, MO13,402 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
- 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
- Sikeston, MO area49,835 people
Questions
How fast is the Jefferson City, MO metro area growing?
Population estimates put the Jefferson City metro area at 152,712 people in 2025, up 2.2% since 2020, slower than the U.S. (+3.1%). It has 58,587 households. Median household income rose 25.1% from the 2015–2019 survey, before inflation.
How much do households in the Jefferson City, MO metro area spend?
Households in the Jefferson City metro area spend about $805.6M a year on rent and homeowner costs, $349.1M on groceries and $221.4M on food away from home. Set against the U.S., households in the Jefferson City metro 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 (66).
Which business types have the highest market scores in the Jefferson City, MO metro area?
The highest Groundwork market scores in the Jefferson City metro area are for dentists and orthodontists (81), medical and dental practices (79) and optometrists and eye clinics (78). The Jefferson City metro area ranks #6 of 387 scored metro areas for dentists and orthodontists.
How does the Jefferson City, MO metro area compare with the U.S.?
The median household income in the Jefferson City metro area is $74,030 a year, 8% below the U.S. median of $80,734. The population rose 2.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $217,500, against $332,700 for the U.S. For its number of households, the Jefferson City metro area has the most map listings, relative to the U.S., for funeral homes (2.1 times the U.S. rate) and the fewest for real estate agents and brokers (44% 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. 53 of the 56 business types have a score in the Jefferson City 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 Jefferson City 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 Missouri · Every U.S. market · How we measure
Screening a site or an acquisition in the Jefferson City 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 Jefferson City 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.