Small-town market profile · Missouri
Lebanon, MO area market data
How the Lebanon area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 36,943
- +2.5% since 2020
- Households
- 14,558
- Median household income
- $53,282
- +12.8% vs. 2015–2019, before inflation
- Median home value
- $168,400
- Jobs located here
- 14,884
- Highest market score
- 81
- Dentists and orthodontists, #15 of 526 scored small-town markets
A site report maps the competitors on map listings around any address in the Lebanon area by name and distance, and the households and spending within reach. Or open the report at the center of the Lebanon 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 Lebanon area has an estimated 36,943 people and 14,558 households. Between 2020 and 2025, the population of the Lebanon area grew 2.5%, slower than the U.S. (+3.1%). Median household income in the Lebanon area is $53,282, 34% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 12.8%, before inflation.
Relative to the U.S., household spending in the Lebanon area runs highest on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and lowest on child care and other personal services (48).
Of the business types scored in the Lebanon area, dentists and orthodontists (81), car washes and detailers (76) and medical and dental practices (68) have the highest Groundwork market scores. For dentists and orthodontists, that ranks #15 of 526 scored small-town markets.
The Lebanon area is made up of one county, Laclede County. Against the U.S., map listings per household run highest for pet businesses (2.3 times the U.S. rate) and lowest for gyms and studios (36% below the U.S. rate).
All 56 business types in the Lebanon area
Highest Groundwork market score first. Each score compares the Lebanon 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 | #15 of 526 | 9 | 6.2 | $1.9M | 198 | 5 |
| Car washes and detailing | 76 | #37 of 441 | 5 | 3.4 | $3.1M | 122 | Under 3 |
| Doctors, dentists and clinics | 68 | #107 of 538 | 84 | 57.7 | $208K | 137 | 28 |
| Collision repair and body shops | 65 | #90 of 387 | 5 | 3.4 | $3.1M | 100 | 4 |
| Physical therapy | 61 | #124 of 400 | 7 | 4.8 | $2.5M | 104 | 4 |
| Gyms | 61 | #134 of 506 | 7 | 4.8 | $1.3M | 97 | 3 |
| Bakeries and dessert shops | 61 | #138 of 507 | 10 | 6.9 | $4.6M | 111 | 4 |
| Coffee shops and cafes | 61 | #152 of 529 | 11 | 7.6 | $4.2M | 113 | 4 |
| Gyms, studios and classes | 59 | #167 of 535 | 14 | 9.6 | $629K | 95 | 3 |
| Landscaping and lawn care | 56 | #148 of 399 | 6 | 4.1 | $2.5M | 86 | 6 |
| Nail salons | 53 | #182 of 387 | 6 | 4.1 | $2M | 119 | Under 3 |
| Tire shops | 51 | #211 of 431 | 8 | 5.5 | $1.9M | 77 | 4 |
| Lawn, cleaning and pest control | 51 | #228 of 481 | 11 | 7.6 | $1.4M | 82 | 6 |
| Restaurants and cafes | 50 | #263 of 538 | 138 | 94.8 | $333K | 90 | 53 |
| Hair salons | 49 | #287 of 538 | 33 | 22.7 | $363K | 84 | 4 |
| Chiropractors | 48 | #232 of 426 | 10 | 6.9 | $1.7M | 73 | 4 |
| Child care and preschools | 48 | #250 of 454 | 7 | 4.8 | $576K | 57 | 3 |
| Barbershops | 46 | #222 of 377 | 7 | 4.8 | $1.7M | 91 | Under 3 |
| Convenience stores | 44 | #343 of 529 | 20 | 13.7 | $3.9M | 50 | 3 |
| Salons, barbers and spas | 44 | #353 of 538 | 66 | 45.3 | $181K | 85 | 7 |
| Grocery and convenience stores | 43 | #358 of 538 | 38 | 26.1 | $2.1M | 61 | 8 |
| Grocery stores | 42 | #338 of 506 | 13 | 8.9 | $6M | 65 | 5 |
| Fast food and sandwich shops | 42 | #353 of 537 | 21 | 14.4 | $2.2M | 72 | 26 |
| Sit-down restaurants | 42 | #355 of 538 | 87 | 59.8 | $528K | 80 | 22 |
| Home repair trades | 40 | #384 of 526 | 20 | 13.7 | $1.7M | 68 | 18 |
| Insurance agencies | 39 | #364 of 537 | 27 | 18.5 | $917K | 73 | 13 |
| Clothing, shoes and laundry | 39 | #373 of 536 | 35 | 24.0 | $685K | 78 | 10 |
| Auto repair and car care | 37 | #405 of 538 | 84 | 57.7 | $183K | 68 | 28 |
| Auto repair shops | 36 | #416 of 538 | 52 | 35.7 | $296K | 67 | 21 |
| Clothing and shoe stores | 35 | #406 of 536 | 30 | 20.6 | $799K | 63 | 10 |
| Real estate | 34 | #466 of 536 | 51 | 35.0 | Index only | 80 | 11 |
| Martial arts and dance studios | 33 | #308 of 378 | 7 | 4.8 | $1.3M | 62 | Under 3 |
| Pizza | 33 | #432 of 520 | 19 | 13.1 | $2.4M | 48 | 26 |
| Real estate agents and brokers | 33 | #479 of 533 | 38 | 26.1 | Index only | 85 | 7 |
| HVAC and plumbing | 32 | #409 of 476 | 11 | 7.6 | $3M | 63 | 13 |
| Spas and skin care | 32 | #430 of 504 | 18 | 12.4 | $665K | 76 | Under 3 |
| Gas stations | 32 | #447 of 536 | 34 | 23.4 | $1.2M | 50 | 24 |
| Pet grooming and boarding | 31 | #328 of 387 | 9 | 6.2 | $1.1M | 43 | 3 |
| Roofing and gutters | 29 | #256 of 288 | 6 | 4.1 | $5.5M | 65 | Under 3 |
| Veterinarians | 25 | #362 of 398 | 11 | 7.6 | $890K | 33 | 5 |
| Pet businesses | 24 | #496 of 527 | 35 | 24.0 | $280K | 32 | 8 |
| Pet stores | 22 | #202 of 220 | 8 | 5.5 | $1.2M | 27 | Under 3 |
| Mortgage brokers and lenders | 18 | #174 of 177 | 9 | 6.2 | Index only | 50 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 4 | 2.7 | $4.4M | 140 | 3 |
| Pest control | Not scored | Not scored | 4 | 2.7 | $3.8M | 37 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 4 | 2.7 | $4.4M | 246 | 9 |
| Electricians | Not scored | Not scored | 3 | 2.1 | $11M | 92 | 5 |
| Funeral homes | Not scored | Not scored | 3 | 2.1 | $702K | 103 | Under 3 |
| Property management | Not scored | Not scored | 3 | 2.1 | Index only | 106 | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 1.4 | $12M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.7 | $24M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.7 | Index only | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.7 | $15.2M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.7 | $15.4M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in the Lebanon 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 | $15.4M | $1,058 | 110 |
| Gasoline and other fuels | $40.5M | $2,779 | 107 |
| Food away from home | $46M | $3,158 | 78 |
| Groceries | $78.3M | $5,382 | 85 |
| Personal care products and services | $12M | $823 | 82 |
| Child care and other personal services | $4M | $277 | 48 |
| Memberships, classes and admissions | $8.8M | $605 | 62 |
| Medical and dental services | $17.5M | $1,201 | 93 |
| Pets | $9.8M | $672 | 74 |
| Clothing, shoes and related services | $24M | $1,646 | 80 |
| Vehicle insurance | $24.7M | $1,700 | 87 |
| Home repairs, maintenance and insurance | $33.1M | $2,277 | 75 |
| Lawn care, cleaning and other household services | $15.2M | $1,044 | 74 |
| Rent and homeowner costs | $177M | $12,158 | 73 |
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 Lebanon area
- Population, 2025 estimate
- 36,943+2.5% since 2020
- Households
- 14,558
- Median age
- 40.3
- Homes lived in by their owners
- 68%
- Vehicles per household
- 1.9
- Land area
- 765 sq. mi.
- People per square mile
- 48
- Median household income
- $53,282+12.8% vs. 2015–2019, before inflation
- Average household income
- $72,159
- Median home value
- $168,400
- Jobs located here
- 14,884
- Daytime population
- 36,882Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Lebanon 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 Lebanon 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 Lebanon area 1
- Laclede County, MO36,390 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 Lebanon, MO area growing?
Population estimates put the Lebanon area at 36,943 people in 2025, up 2.5% since 2020, slower than the U.S. (+3.1%). It has 14,558 households. Median household income rose 12.8% from the 2015–2019 survey, before inflation.
How much do households in the Lebanon, MO area spend?
Households in the Lebanon area spend about $177M a year on rent and homeowner costs, $78.3M on groceries and $46M on food away from home. Set against the U.S., households in the Lebanon area spend the most on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and the least on child care and other personal services (48).
Which business types have the highest market scores in the Lebanon, MO area?
The highest Groundwork market scores in the Lebanon area are for dentists and orthodontists (81), car washes and detailers (76) and medical and dental practices (68). The Lebanon area ranks #15 of 526 scored small-town markets for dentists and orthodontists.
How does the Lebanon, MO area compare with the U.S.?
The median household income in the Lebanon area is $53,282 a year, 34% below the U.S. median of $80,734. The population rose 2.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $168,400, against $332,700 for the U.S. For its number of households, the Lebanon area has the most map listings, relative to the U.S., for pet businesses (2.3 times the U.S. rate) and the fewest for gyms and studios (36% 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. 43 of the 56 business types have a score in the Lebanon 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 Lebanon 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 Lebanon 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 Lebanon 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.