Small-town market profile · Missouri
Maryville, MO area market data
Population, household spending and competition for 56 business types in the Maryville area, each scored against other small-town markets.
- Population, 2025
- 20,174
- −4.0% since 2020
- Households
- 8,460
- Median household income
- $59,315
- +34.1% vs. 2015–2019, before inflation
- Median home value
- $177,500
- Jobs located here
- 7,882
- Highest market score
- 57
- Gas stations, #193 of 536 scored small-town markets
A site report maps the competitors on map listings around any address in the Maryville area by name and distance, and the households and spending within reach. Or open the report at the center of the Maryville 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 20,174 people live in the Maryville area, in 8,460 households. Between 2020 and 2025, the population of the Maryville area declined 4.0%, against +3.1% for the U.S. The median household income in the Maryville area is $59,315 a year, 27% below the U.S. median of $80,734. That rose 34.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Maryville area spend the most on vehicle maintenance and repairs (an index of 119, where 100 is the U.S. average) and the least on child care and other personal services (53).
The highest Groundwork market scores in the Maryville area are for gas stations (57), grocery and convenience stores (56) and gyms and studios (51). The Maryville area ranks #193 of 536 scored small-town markets for gas stations.
The Maryville area is made up of one county, Nodaway County. For its number of households, the Maryville area has the most map listings, relative to the U.S., for fast food and sandwich shops (51% above the U.S. rate) and the fewest for real estate agents and brokers (50% below the U.S. rate).
All 56 business types in the Maryville area
Highest Groundwork market score first. Each score compares the Maryville 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 |
|---|---|---|---|---|---|---|---|
| Gas stations | 57 | #193 of 536 | 11 | 13.0 | $2.3M | 95 | 10 |
| Grocery and convenience stores | 56 | #221 of 538 | 7 | 8.3 | $6.7M | 198 | Under 3 |
| Gyms, studios and classes | 51 | #266 of 535 | 7 | 8.3 | $814K | 123 | Under 3 |
| Auto repair and car care | 45 | #317 of 538 | 37 | 43.7 | $260K | 97 | 16 |
| Sit-down restaurants | 45 | #321 of 538 | 40 | 47.3 | $705K | 106 | 13 |
| Hair salons | 45 | #322 of 538 | 15 | 17.7 | $486K | 113 | 4 |
| Restaurants and cafes | 43 | #346 of 538 | 82 | 96.9 | $344K | 93 | 30 |
| Lawn, cleaning and pest control | 41 | #309 of 481 | 6 | 7.1 | $1.5M | 91 | 4 |
| Dentists and orthodontists | 39 | #370 of 526 | 9 | 10.6 | $1.2M | 119 | 6 |
| Home repair trades | 38 | #396 of 526 | 8 | 9.5 | $2.5M | 102 | 13 |
| Pizza | 36 | #402 of 520 | 10 | 11.8 | $2.8M | 55 | 12 |
| Auto repair shops | 36 | #410 of 538 | 25 | 29.6 | $385K | 86 | 13 |
| Doctors, dentists and clinics | 33 | #429 of 538 | 75 | 88.7 | $140K | 92 | 22 |
| Fast food and sandwich shops | 32 | #437 of 537 | 17 | 20.1 | $1.7M | 54 | 12 |
| Salons, barbers and spas | 32 | #468 of 538 | 31 | 36.6 | $235K | 110 | 8 |
| Clothing, shoes and laundry | 30 | #441 of 536 | 19 | 22.5 | $763K | 87 | 7 |
| Pet businesses | 29 | #464 of 527 | 9 | 10.6 | $667K | 76 | 6 |
| Coffee shops and cafes | 29 | #474 of 529 | 10 | 11.8 | $2.8M | 76 | 4 |
| Real estate agents and brokers | 28 | #511 of 533 | 13 | 15.4 | Index only | 150 | 6 |
| Collision repair and body shops | 24 | #359 of 387 | 6 | 7.1 | $1.6M | 52 | 4 |
| Chiropractors | 24 | #406 of 426 | 6 | 7.1 | $1.8M | 73 | 5 |
| Real estate | 24 | #524 of 536 | 18 | 21.3 | Index only | 136 | 10 |
| Optometrists and eye care | 23 | #368 of 400 | 5 | 5.9 | $2.1M | 67 | 3 |
| Spas and skin care | 23 | #473 of 504 | 8 | 9.5 | $911K | 104 | 3 |
| Clothing and shoe stores | 22 | #496 of 536 | 19 | 22.5 | $763K | 60 | 7 |
| Landscaping and lawn care | 14 | #399 of 399 | 5 | 5.9 | $1.8M | 62 | Under 3 |
| Insurance agencies | 14 | #516 of 537 | 17 | 20.1 | $898K | 71 | 15 |
| Veterinarians | 8 | #398 of 398 | 5 | 5.9 | $1.2M | 44 | 6 |
| Bakeries and dessert shops | Not scored | Not scored | 4 | 4.7 | $7M | 170 | 4 |
| Convenience stores | Not scored | Not scored | 4 | 4.7 | $11.7M | 149 | Under 3 |
| Electricians | Not scored | Not scored | 4 | 4.7 | $5M | 41 | 5 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 4.7 | $1.4M | 71 | Under 3 |
| Nail salons | Not scored | Not scored | 4 | 4.7 | $1.8M | 109 | Under 3 |
| Physical therapy | Not scored | Not scored | 4 | 4.7 | $2.6M | 109 | 3 |
| Tire shops | Not scored | Not scored | 4 | 4.7 | $2.4M | 96 | Under 3 |
| Barbershops | Not scored | Not scored | 3 | 3.5 | $2.4M | 129 | Under 3 |
| Car washes and detailing | Not scored | Not scored | 3 | 3.5 | $3.2M | 127 | Under 3 |
| Child care and preschools | Not scored | Not scored | 3 | 3.5 | $864K | 86 | Under 3 |
| Funeral homes | Not scored | Not scored | 3 | 3.5 | $405K | 60 | Under 3 |
| Gyms | Not scored | Not scored | 3 | 3.5 | $1.9M | 146 | Under 3 |
| HVAC and plumbing | Not scored | Not scored | 3 | 3.5 | $6.6M | 139 | 8 |
| Property management | Not scored | Not scored | 3 | 3.5 | Index only | 64 | Under 3 |
| Grocery stores | Not scored | Not scored | 2 | 2.4 | $23.4M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 2.4 | Index only | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 2.4 | $3M | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 2.4 | $5.3M | Too few | 5 |
| House cleaning | Not scored | Not scored | 1 | 1.2 | $9.1M | Too few | 4 |
| Roofing and gutters | Not scored | Not scored | 1 | 1.2 | $19.8M | 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 |
| Laundromats | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | 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 |
| Pet grooming and boarding | 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 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Maryville 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 | $9.6M | $1,136 | 119 |
| Gasoline and other fuels | $25M | $2,953 | 114 |
| Food away from home | $28.2M | $3,332 | 82 |
| Groceries | $46.9M | $5,540 | 88 |
| Personal care products and services | $7.3M | $861 | 86 |
| Child care and other personal services | $2.6M | $306 | 53 |
| Memberships, classes and admissions | $5.7M | $673 | 68 |
| Medical and dental services | $10.5M | $1,241 | 96 |
| Pets | $6M | $710 | 78 |
| Clothing, shoes and related services | $14.5M | $1,715 | 83 |
| Vehicle insurance | $15.3M | $1,804 | 92 |
| Home repairs, maintenance and insurance | $19.8M | $2,342 | 78 |
| Lawn care, cleaning and other household services | $9.1M | $1,081 | 76 |
| Rent and homeowner costs | $106.3M | $12,561 | 75 |
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 Maryville area
- Population, 2025 estimate
- 20,174−4.0% since 2020
- Households
- 8,460
- Median age
- 37.9
- Homes lived in by their owners
- 62%
- Vehicles per household
- 2.1
- Land area
- 877 sq. mi.
- People per square mile
- 24
- Median household income
- $59,315+34.1% vs. 2015–2019, before inflation
- Average household income
- $74,940
- Median home value
- $177,500
- Jobs located here
- 7,882
- Daytime population
- 19,405Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Maryville 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 Maryville 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 Maryville area 1
- Nodaway County, MO20,774 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 Maryville, MO area growing?
Population estimates put the Maryville area at 20,174 people in 2025, down 4.0% since 2020, against +3.1% for the U.S. It has 8,460 households. Against the 2015–2019 survey, median household income rose 34.1%, before inflation.
How much do households in the Maryville, MO area spend?
Households in the Maryville area spend about $106.3M a year on rent and homeowner costs, $46.9M on groceries and $28.2M on food away from home. Relative to the U.S., household spending in the Maryville area runs highest on vehicle maintenance and repairs (an index of 119, where 100 is the U.S. average) and lowest on child care and other personal services (53).
Which business types have the highest market scores in the Maryville, MO area?
Of the business types scored in the Maryville area, gas stations (57), grocery and convenience stores (56) and gyms and studios (51) have the highest Groundwork market scores. For gas stations, that ranks #193 of 536 scored small-town markets.
How does the Maryville, MO area compare with the U.S.?
Median household income in the Maryville area is $59,315, 27% below the U.S. median of $80,734. The population fell 4.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $177,500, against $332,700 for the U.S. Against the U.S., map listings per household run highest for fast food and sandwich shops (51% above the U.S. rate) and lowest for real estate agents and brokers (50% 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. 28 of the 56 business types have a score in the Maryville 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 Maryville 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 Maryville 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 Maryville 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.