Small-town market profile · Missouri
Kirksville, MO area market data
Population, household spending and competition for 56 business types in the Kirksville area, each scored against other small-town markets.
- Population, 2025
- 29,824
- +1.9% since 2020
- Households
- 10,433
- Median household income
- $61,485
- +46.3% vs. 2015–2019, before inflation
- Median home value
- $162,200
- Jobs located here
- 9,682
- Highest market score
- 74
- Grocery and convenience stores, #46 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Kirksville area by name and distance, and the households and spending within reach. Or open the report at the center of the Kirksville 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 29,824 people live in the Kirksville area, in 10,433 households. Population estimates show the Kirksville area grew 1.9% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in the Kirksville area is $61,485 a year, 24% below the U.S. median of $80,734. That rose 46.3% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Kirksville 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 (58).
The highest Groundwork market scores in the Kirksville area are for grocery and convenience stores (74), convenience stores (69) and grocery stores (60). The Kirksville area ranks #46 of 538 scored small-town markets for grocery and convenience stores.
The Kirksville area takes in 2 counties: Adair County and Schuyler County. For its number of households, the Kirksville area has the most map listings, relative to the U.S., for martial arts and dance studios (2.6 times the U.S. rate) and the fewest for real estate agents and brokers (53% below the U.S. rate).
All 56 business types in the Kirksville area
Highest Groundwork market score first. Each score compares the Kirksville 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 |
|---|---|---|---|---|---|---|---|
| Grocery and convenience stores | 74 | #46 of 538 | 17 | 16.3 | $3.4M | 101 | 3 |
| Convenience stores | 69 | #92 of 529 | 6 | 5.8 | $9.7M | 123 | Under 3 |
| Grocery stores | 60 | #156 of 506 | 7 | 6.7 | $8.3M | 89 | 3 |
| Spas and skin care | 59 | #154 of 504 | 7 | 6.7 | $1.3M | 148 | Under 3 |
| Dentists and orthodontists | 56 | #209 of 526 | 8 | 7.7 | $1.6M | 167 | 10 |
| Coffee shops and cafes | 55 | #215 of 529 | 9 | 8.6 | $3.9M | 106 | Under 3 |
| Optometrists and eye care | 54 | #174 of 400 | 5 | 4.8 | $2.6M | 84 | Under 3 |
| Chiropractors | 54 | #179 of 426 | 6 | 5.8 | $2.2M | 91 | Under 3 |
| Restaurants and cafes | 53 | #233 of 538 | 97 | 93.0 | $364K | 98 | 43 |
| Child care and preschools | 52 | #220 of 454 | 6 | 5.8 | $585K | 58 | 3 |
| Salons, barbers and spas | 51 | #255 of 538 | 33 | 31.6 | $276K | 130 | 11 |
| HVAC and plumbing | 50 | #238 of 476 | 6 | 5.8 | $4.2M | 88 | 8 |
| Primary care and pediatrics | 48 | #251 of 458 | 7 | 6.7 | $1.9M | 105 | 23 |
| Real estate | 46 | #307 of 536 | 20 | 19.2 | Index only | 154 | 10 |
| Hair salons | 44 | #332 of 538 | 21 | 20.1 | $433K | 101 | 9 |
| Home repair trades | 44 | #339 of 526 | 12 | 11.5 | $2.1M | 86 | 16 |
| Fast food and sandwich shops | 43 | #344 of 537 | 16 | 15.3 | $2.2M | 72 | 20 |
| Doctors, dentists and clinics | 42 | #349 of 538 | 80 | 76.7 | $164K | 108 | 39 |
| Sit-down restaurants | 42 | #351 of 538 | 58 | 55.6 | $608K | 92 | 20 |
| Pet businesses | 42 | #372 of 527 | 17 | 16.3 | $445K | 51 | 3 |
| Real estate agents and brokers | 41 | #365 of 533 | 15 | 14.4 | Index only | 163 | 10 |
| Pet grooming and boarding | 39 | #272 of 387 | 5 | 4.8 | $1.5M | 60 | Under 3 |
| Lawn, cleaning and pest control | 37 | #358 of 481 | 8 | 7.7 | $1.4M | 85 | 14 |
| Auto repair and car care | 37 | #402 of 538 | 54 | 51.8 | $209K | 78 | 33 |
| Physical therapy | 36 | #306 of 400 | 8 | 7.7 | $1.6M | 68 | 6 |
| Gyms | 36 | #406 of 506 | 11 | 10.5 | $680K | 52 | Under 3 |
| Clothing, shoes and laundry | 33 | #425 of 536 | 34 | 32.6 | $537K | 61 | 9 |
| Pizza | 33 | #434 of 520 | 17 | 16.3 | $2.1M | 41 | 20 |
| Funeral homes | 32 | #304 of 365 | 6 | 5.8 | $253K | 37 | 3 |
| Clothing and shoe stores | 32 | #428 of 536 | 29 | 27.8 | $630K | 50 | 9 |
| Gas stations | 32 | #445 of 536 | 21 | 20.1 | $1.4M | 58 | 21 |
| Gyms, studios and classes | 32 | #456 of 535 | 26 | 24.9 | $288K | 43 | Under 3 |
| Landscaping and lawn care | 31 | #336 of 399 | 7 | 6.7 | $1.6M | 56 | 9 |
| Auto repair shops | 31 | #457 of 538 | 37 | 35.5 | $305K | 69 | 23 |
| Martial arts and dance studios | 29 | #331 of 378 | 13 | 12.5 | $576K | 29 | Under 3 |
| Collision repair and body shops | 28 | #339 of 387 | 8 | 7.7 | $1.4M | 46 | 11 |
| Insurance agencies | 22 | #480 of 537 | 33 | 31.6 | $533K | 42 | 14 |
| Car washes and detailing | Not scored | Not scored | 4 | 3.8 | $2.8M | 112 | Under 3 |
| Electricians | Not scored | Not scored | 4 | 3.8 | $6.3M | 52 | 5 |
| Pet stores | Not scored | Not scored | 4 | 3.8 | $1.9M | 42 | Under 3 |
| Bakeries and dessert shops | Not scored | Not scored | 3 | 2.9 | $11.8M | 284 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 2.9 | Index only | 114 | Under 3 |
| Nail salons | Not scored | Not scored | 3 | 2.9 | $3M | 181 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 2.9 | $3.8M | 150 | 5 |
| Veterinarians | Not scored | Not scored | 3 | 2.9 | $2.5M | 93 | 3 |
| Barbershops | Not scored | Not scored | 2 | 1.9 | $4.5M | Too few | Under 3 |
| Property management | Not scored | Not scored | 2 | 1.9 | Index only | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.9 | $12.5M | Too few | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.9 | $3.7M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 1.0 | $11.4M | Too few | 5 |
| Laundromats | Not scored | Not scored | 1 | 1.0 | $18.3M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 1.0 | $11.3M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | 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 Kirksville 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 | $11.3M | $1,082 | 113 |
| Gasoline and other fuels | $29.1M | $2,789 | 107 |
| Food away from home | $35.3M | $3,382 | 83 |
| Groceries | $58M | $5,561 | 88 |
| Personal care products and services | $9.1M | $872 | 87 |
| Child care and other personal services | $3.5M | $337 | 58 |
| Memberships, classes and admissions | $7.5M | $717 | 73 |
| Medical and dental services | $13.1M | $1,258 | 98 |
| Pets | $7.6M | $726 | 80 |
| Clothing, shoes and related services | $18.3M | $1,750 | 85 |
| Vehicle insurance | $17.6M | $1,687 | 86 |
| Home repairs, maintenance and insurance | $25.1M | $2,402 | 80 |
| Lawn care, cleaning and other household services | $11.4M | $1,094 | 77 |
| Rent and homeowner costs | $133.1M | $12,756 | 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 Kirksville area
- Population, 2025 estimate
- 29,824+1.9% since 2020
- Households
- 10,433
- Median age
- 35.1
- Homes lived in by their owners
- 63%
- Vehicles per household
- 2.0
- Land area
- 875 sq. mi.
- People per square mile
- 34
- Median household income
- $61,485+46.3% vs. 2015–2019, before inflation
- Average household income
- $88,415
- Median home value
- $162,200
- Jobs located here
- 9,682
- Daytime population
- 28,248Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Kirksville 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 Kirksville 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 Kirksville area 2
- Adair County, MO25,301 people
- Schuyler County, MO4,038 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 Kirksville, MO area growing?
Population estimates put the Kirksville area at 29,824 people in 2025, up 1.9% since 2020, slower than the U.S. (+3.1%). It has 10,433 households. Against the 2015–2019 survey, median household income rose 46.3%, before inflation.
How much do households in the Kirksville, MO area spend?
Households in the Kirksville area spend about $133.1M a year on rent and homeowner costs, $58M on groceries and $35.3M on food away from home. Relative to the U.S., household spending in the Kirksville 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 (58).
Which business types have the highest market scores in the Kirksville, MO area?
Of the business types scored in the Kirksville area, grocery and convenience stores (74), convenience stores (69) and grocery stores (60) have the highest Groundwork market scores. For grocery and convenience stores, that ranks #46 of 538 scored small-town markets.
How does the Kirksville, MO area compare with the U.S.?
Median household income in the Kirksville area is $61,485, 24% 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 $162,200, against $332,700 for the U.S. Against the U.S., map listings per household run highest for martial arts and dance studios (2.6 times the U.S. rate) and lowest for real estate agents and brokers (53% 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 Kirksville 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 Kirksville 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 Kirksville 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 Kirksville 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.