Small-town market profile · Missouri
Kennett, MO area market data
How the Kennett area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 26,855
- −4.8% since 2020
- Households
- 11,257
- Median household income
- $47,849
- +31.5% vs. 2015–2019, before inflation
- Median home value
- $97,600
- Jobs located here
- 8,368
- Highest market score
- 67
- Dentists and orthodontists, #99 of 526 scored small-town markets
A site report maps the competitors on map listings around any address in the Kennett area by name and distance, and the households and spending within reach. Or open the report at the center of the Kennett 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 Kennett area has an estimated 26,855 people and 11,257 households. Population estimates put the population change in the Kennett area from 2020 to 2025 at −4.8%, against +3.1% for the U.S. Median household income in the Kennett area is $47,849, 41% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 31.5%, before inflation.
Relative to the U.S., household spending in the Kennett area runs highest on vehicle maintenance and repairs (an index of 104, where 100 is the U.S. average) and lowest on child care and other personal services (47).
Of the business types scored in the Kennett area, dentists and orthodontists (67), medical and dental practices (67) and real estate agents and brokers (54) have the highest Groundwork market scores. For dentists and orthodontists, that ranks #99 of 526 scored small-town markets.
The Kennett area is made up of one county, Dunklin County. Against the U.S., map listings per household run highest for pizza places (2.3 times the U.S. rate) and lowest for real estate businesses (63% below the U.S. rate).
All 56 business types in the Kennett area
Highest Groundwork market score first. Each score compares the Kennett 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 | 67 | #99 of 526 | 6 | 5.3 | $2.2M | 221 | 4 |
| Doctors, dentists and clinics | 67 | #111 of 538 | 44 | 39.1 | $297K | 195 | 12 |
| Real estate agents and brokers | 54 | #197 of 533 | 9 | 8.0 | Index only | 273 | 3 |
| Lawn, cleaning and pest control | 52 | #209 of 481 | 5 | 4.4 | $2.3M | 136 | 6 |
| Primary care and pediatrics | 52 | #219 of 458 | 7 | 6.2 | $1.9M | 105 | 8 |
| Gyms, studios and classes | 51 | #265 of 535 | 7 | 6.2 | $949K | 143 | Under 3 |
| Real estate | 50 | #263 of 536 | 16 | 14.2 | Index only | 193 | 3 |
| Gyms | 44 | #316 of 506 | 5 | 4.4 | $1.3M | 102 | Under 3 |
| Salons, barbers and spas | 43 | #359 of 538 | 41 | 36.4 | $218K | 103 | 3 |
| Spas and skin care | 42 | #344 of 504 | 6 | 5.3 | $1.5M | 170 | Under 3 |
| Pet businesses | 41 | #373 of 527 | 9 | 8.0 | $814K | 93 | Under 3 |
| Coffee shops and cafes | 40 | #371 of 529 | 9 | 8.0 | $3.8M | 103 | 4 |
| Home repair trades | 40 | #372 of 526 | 12 | 10.7 | $2.1M | 86 | 7 |
| Auto repair and car care | 34 | #425 of 538 | 60 | 53.3 | $186K | 69 | 14 |
| Optometrists and eye care | 33 | #322 of 400 | 5 | 4.4 | $2.6M | 83 | Under 3 |
| Auto repair shops | 33 | #445 of 538 | 33 | 29.3 | $339K | 76 | 12 |
| Nail salons | 30 | #322 of 387 | 5 | 4.4 | $1.8M | 107 | Under 3 |
| Collision repair and body shops | 30 | #326 of 387 | 5 | 4.4 | $2.2M | 73 | 4 |
| HVAC and plumbing | 30 | #429 of 476 | 9 | 8.0 | $2.8M | 58 | 3 |
| Hair salons | 28 | #483 of 538 | 22 | 19.5 | $406K | 94 | Under 3 |
| Clothing, shoes and laundry | 27 | #464 of 536 | 31 | 27.5 | $586K | 67 | 5 |
| Clothing and shoe stores | 25 | #476 of 536 | 25 | 22.2 | $726K | 57 | 5 |
| Tire shops | 23 | #380 of 431 | 8 | 7.1 | $1.4M | 56 | Under 3 |
| Car washes and detailing | 23 | #413 of 441 | 7 | 6.2 | $1.6M | 63 | Under 3 |
| Fast food and sandwich shops | 21 | #492 of 537 | 15 | 13.3 | $2.3M | 75 | 24 |
| Convenience stores | 18 | #493 of 529 | 13 | 11.5 | $4.5M | 58 | 6 |
| Child care and preschools | 17 | #431 of 454 | 5 | 4.4 | $611K | 61 | 9 |
| Gas stations | 16 | #518 of 536 | 23 | 20.4 | $1.3M | 53 | 19 |
| Barbershops | 14 | #352 of 377 | 8 | 7.1 | $1.1M | 59 | Under 3 |
| Insurance agencies | 14 | #517 of 537 | 22 | 19.5 | $813K | 65 | 13 |
| Restaurants and cafes | 14 | #530 of 538 | 121 | 107.5 | $283K | 76 | 53 |
| Grocery stores | 13 | #494 of 506 | 16 | 14.2 | $3.7M | 40 | 5 |
| Veterinarians | 12 | #397 of 398 | 5 | 4.4 | $1.5M | 54 | Under 3 |
| Funeral homes | 9 | #359 of 365 | 7 | 6.2 | $233K | 34 | 7 |
| Grocery and convenience stores | 9 | #530 of 538 | 36 | 32.0 | $1.6M | 48 | 11 |
| Sit-down restaurants | 9 | #538 of 538 | 84 | 74.6 | $407K | 61 | 25 |
| Pizza | 8 | #519 of 520 | 21 | 18.7 | $1.6M | 32 | 24 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 3.6 | Index only | 86 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 3.6 | $1.8M | 72 | Under 3 |
| Bakeries and dessert shops | Not scored | Not scored | 3 | 2.7 | $11.4M | 275 | 4 |
| Chiropractors | Not scored | Not scored | 3 | 2.7 | $4.4M | 182 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 2.7 | $6.1M | 48 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 2.7 | $3.8M | 37 | Under 3 |
| Dry cleaners | Not scored | Not scored | 2 | 1.8 | $9.1M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 2 | 1.8 | $6.5M | Too few | Under 3 |
| Property management | Not scored | Not scored | 2 | 1.8 | Index only | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.8 | $12.5M | Too few | Under 3 |
| Electricians | Not scored | Not scored | 1 | 0.9 | $25M | Too few | 4 |
| Home inspectors | Not scored | Not scored | 1 | 0.9 | Index only | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.9 | $11.4M | Too few | 3 |
| Landscaping and lawn care | Not scored | Not scored | 1 | 0.9 | $11.4M | Too few | 3 |
| Martial arts and dance studios | Not scored | Not scored | 1 | 0.9 | $6.6M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.9 | $6.6M | Too few | 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 Kennett 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 | $11.2M | $993 | 104 |
| Gasoline and other fuels | $29.3M | $2,604 | 100 |
| Food away from home | $34.2M | $3,038 | 75 |
| Groceries | $59.1M | $5,248 | 83 |
| Personal care products and services | $8.9M | $794 | 79 |
| Child care and other personal services | $3.1M | $272 | 47 |
| Memberships, classes and admissions | $6.6M | $590 | 60 |
| Medical and dental services | $13.1M | $1,161 | 90 |
| Pets | $7.3M | $651 | 72 |
| Clothing, shoes and related services | $18.2M | $1,613 | 79 |
| Vehicle insurance | $17.9M | $1,589 | 81 |
| Home repairs, maintenance and insurance | $25M | $2,221 | 74 |
| Lawn care, cleaning and other household services | $11.4M | $1,016 | 72 |
| Rent and homeowner costs | $134M | $11,905 | 71 |
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 Kennett area
- Population, 2025 estimate
- 26,855−4.8% since 2020
- Households
- 11,257
- Median age
- 39.4
- Homes lived in by their owners
- 62%
- Vehicles per household
- 1.8
- Land area
- 542 sq. mi.
- People per square mile
- 51
- Median household income
- $47,849+31.5% vs. 2015–2019, before inflation
- Average household income
- $64,703
- Median home value
- $97,600
- Jobs located here
- 8,368
- Daytime population
- 24,850Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Kennett 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 Kennett 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 Kennett area 1
- Dunklin County, MO27,493 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 Kennett, MO area growing?
Population estimates put the Kennett area at 26,855 people in 2025, down 4.8% since 2020, against +3.1% for the U.S. It has 11,257 households. Median household income rose 31.5% from the 2015–2019 survey, before inflation.
How much do households in the Kennett, MO area spend?
Households in the Kennett area spend about $134M a year on rent and homeowner costs, $59.1M on groceries and $34.2M on food away from home. Set against the U.S., households in the Kennett area spend the most on vehicle maintenance and repairs (an index of 104, where 100 is the U.S. average) and the least on child care and other personal services (47).
Which business types have the highest market scores in the Kennett, MO area?
The highest Groundwork market scores in the Kennett area are for dentists and orthodontists (67), medical and dental practices (67) and real estate agents and brokers (54). The Kennett area ranks #99 of 526 scored small-town markets for dentists and orthodontists.
How does the Kennett, MO area compare with the U.S.?
The median household income in the Kennett area is $47,849 a year, 41% below the U.S. median of $80,734. The population fell 4.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $97,600, against $332,700 for the U.S. For its number of households, the Kennett area has the most map listings, relative to the U.S., for pizza places (2.3 times the U.S. rate) and the fewest for real estate businesses (63% 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. 37 of the 56 business types have a score in the Kennett 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 Kennett 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 Kennett 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 Kennett 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.