Small-town market profile · Missouri
Mexico, MO area market data
Population, household spending and competition for 56 business types in the Mexico area, each scored against other small-town markets.
- Population, 2025
- 24,528
- −1.0% since 2020
- Households
- 9,219
- Median household income
- $59,448
- +34.3% vs. 2015–2019, before inflation
- Median home value
- $143,100
- Jobs located here
- 8,235
- Highest market score
- 69
- Restaurants and cafes, #82 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Mexico area by name and distance, and the households and spending within reach. Or open the report at the center of the Mexico 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 24,528 people live in the Mexico area, in 9,219 households. Population estimates show the Mexico area declined 1.0% from 2020 to 2025, against +3.1% for the U.S. The median household income in the Mexico area is $59,448 a year, 26% below the U.S. median of $80,734. That rose 34.3% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Mexico area spend the most on vehicle maintenance and repairs (an index of 111, 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 Mexico area are for restaurants and cafes (69), sit-down restaurants (66) and hair salons (64). The Mexico area ranks #82 of 538 scored small-town markets for restaurants and cafes.
The Mexico area is made up of one county, Audrain County. For its number of households, the Mexico area has the most map listings, relative to the U.S., for gas stations (69% above the U.S. rate) and the fewest for hair salons (54% below the U.S. rate).
All 56 business types in the Mexico area
Highest Groundwork market score first. Each score compares the Mexico 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 |
|---|---|---|---|---|---|---|---|
| Restaurants and cafes | 69 | #82 of 538 | 63 | 68.3 | $485K | 131 | 26 |
| Sit-down restaurants | 66 | #100 of 538 | 34 | 36.9 | $898K | 135 | 11 |
| Hair salons | 64 | #101 of 538 | 10 | 10.8 | $789K | 183 | 3 |
| Auto repair and car care | 63 | #155 of 538 | 36 | 39.0 | $272K | 101 | 11 |
| Pizza | 60 | #150 of 520 | 6 | 6.5 | $5.1M | 100 | 13 |
| Auto repair shops | 60 | #166 of 538 | 19 | 20.6 | $515K | 116 | 10 |
| Fast food and sandwich shops | 59 | #187 of 537 | 10 | 10.8 | $3.1M | 100 | 13 |
| Doctors, dentists and clinics | 58 | #191 of 538 | 57 | 61.8 | $200K | 131 | 18 |
| Salons, barbers and spas | 56 | #194 of 538 | 23 | 24.9 | $343K | 161 | 7 |
| Coffee shops and cafes | 54 | #219 of 529 | 6 | 6.5 | $5.1M | 137 | Under 3 |
| Home repair trades | 52 | #241 of 526 | 9 | 9.8 | $2.4M | 99 | 8 |
| Clothing, shoes and laundry | 52 | #249 of 536 | 13 | 14.1 | $1.2M | 137 | Under 3 |
| Clothing and shoe stores | 50 | #270 of 536 | 10 | 10.8 | $1.6M | 124 | Under 3 |
| Funeral homes | 44 | #216 of 365 | 5 | 5.4 | $310K | 46 | Under 3 |
| Grocery and convenience stores | 43 | #353 of 538 | 19 | 20.6 | $2.7M | 79 | Under 3 |
| Primary care and pediatrics | 42 | #303 of 458 | 10 | 10.8 | $1.1M | 64 | 8 |
| Chiropractors | 41 | #281 of 426 | 5 | 5.4 | $2.3M | 95 | 4 |
| Spas and skin care | 35 | #404 of 504 | 7 | 7.6 | $1.1M | 129 | 3 |
| Convenience stores | 32 | #428 of 529 | 11 | 11.9 | $4.6M | 59 | Under 3 |
| Gas stations | 31 | #452 of 536 | 17 | 18.4 | $1.5M | 63 | 15 |
| Pet businesses | 28 | #472 of 527 | 12 | 13.0 | $544K | 62 | 5 |
| Real estate | 27 | #516 of 536 | 19 | 20.6 | Index only | 140 | Under 3 |
| Real estate agents and brokers | 26 | #518 of 533 | 16 | 17.4 | Index only | 132 | Under 3 |
| Landscaping and lawn care | 15 | #398 of 399 | 6 | 6.5 | $1.6M | 56 | Under 3 |
| Insurance agencies | 14 | #519 of 537 | 20 | 21.7 | $775K | 62 | 14 |
| Lawn, cleaning and pest control | 9 | #481 of 481 | 12 | 13.0 | $825K | 49 | Under 3 |
| Bakeries and dessert shops | Not scored | Not scored | 4 | 4.3 | $7.6M | 184 | Under 3 |
| Barbershops | Not scored | Not scored | 4 | 4.3 | $2M | 105 | Under 3 |
| Child care and preschools | Not scored | Not scored | 4 | 4.3 | $709K | 71 | 4 |
| Dentists and orthodontists | Not scored | Not scored | 4 | 4.3 | $2.9M | 290 | 3 |
| Grocery stores | Not scored | Not scored | 4 | 4.3 | $12.7M | 137 | Under 3 |
| Gyms, studios and classes | Not scored | Not scored | 4 | 4.3 | $1.5M | 231 | Under 3 |
| HVAC and plumbing | Not scored | Not scored | 4 | 4.3 | $5.4M | 114 | 4 |
| Optometrists and eye care | Not scored | Not scored | 4 | 4.3 | $2.9M | 91 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 4.3 | $1.6M | 64 | 5 |
| Tire shops | Not scored | Not scored | 4 | 4.3 | $2.4M | 98 | Under 3 |
| Veterinarians | Not scored | Not scored | 4 | 4.3 | $1.6M | 60 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 3 | 3.3 | $3.3M | 106 | 3 |
| Gyms | Not scored | Not scored | 3 | 3.3 | $2M | 157 | Under 3 |
| House cleaning | Not scored | Not scored | 3 | 3.3 | $3.3M | 52 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 3.3 | $3.3M | 32 | Under 3 |
| Physical therapy | Not scored | Not scored | 3 | 3.3 | $3.8M | 158 | 3 |
| Roofing and gutters | Not scored | Not scored | 3 | 3.3 | $7.2M | 85 | Under 3 |
| Car washes and detailing | Not scored | Not scored | 2 | 2.2 | $4.9M | Too few | Under 3 |
| Electricians | Not scored | Not scored | 2 | 2.2 | $10.8M | Too few | 4 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 2.2 | Index only | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 2 | 2.2 | $3.9M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 2.2 | $3.3M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 1.1 | Index only | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 1.1 | $15.7M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 1 | 1.1 | $6.1M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 1.1 | $9.8M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Property management | 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 Mexico 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 | $9.8M | $1,062 | 111 |
| Gasoline and other fuels | $25.5M | $2,768 | 107 |
| Food away from home | $30.5M | $3,312 | 81 |
| Groceries | $50.9M | $5,520 | 87 |
| Personal care products and services | $7.9M | $856 | 85 |
| Child care and other personal services | $2.8M | $307 | 53 |
| Memberships, classes and admissions | $6.1M | $664 | 68 |
| Medical and dental services | $11.4M | $1,239 | 96 |
| Pets | $6.5M | $708 | 78 |
| Clothing, shoes and related services | $15.7M | $1,705 | 83 |
| Vehicle insurance | $15.5M | $1,682 | 86 |
| Home repairs, maintenance and insurance | $21.6M | $2,343 | 78 |
| Lawn care, cleaning and other household services | $9.9M | $1,073 | 76 |
| Rent and homeowner costs | $115.6M | $12,534 | 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 Mexico area
- Population, 2025 estimate
- 24,528−1.0% since 2020
- Households
- 9,219
- Median age
- 40.1
- Homes lived in by their owners
- 72%
- Vehicles per household
- 1.9
- Land area
- 692 sq. mi.
- People per square mile
- 35
- Median household income
- $59,448+34.3% vs. 2015–2019, before inflation
- Average household income
- $71,893
- Median home value
- $143,100
- Jobs located here
- 8,235
- Daytime population
- 22,988Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Mexico 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 Mexico 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 Mexico area 1
- Audrain County, MO24,548 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 Mexico, MO area growing?
Population estimates put the Mexico area at 24,528 people in 2025, down 1.0% since 2020, against +3.1% for the U.S. It has 9,219 households. Against the 2015–2019 survey, median household income rose 34.3%, before inflation.
How much do households in the Mexico, MO area spend?
Households in the Mexico area spend about $115.6M a year on rent and homeowner costs, $50.9M on groceries and $30.5M on food away from home. Relative to the U.S., household spending in the Mexico area runs highest on vehicle maintenance and repairs (an index of 111, 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 Mexico, MO area?
Of the business types scored in the Mexico area, restaurants and cafes (69), sit-down restaurants (66) and hair salons (64) have the highest Groundwork market scores. For restaurants and cafes, that ranks #82 of 538 scored small-town markets.
How does the Mexico, MO area compare with the U.S.?
Median household income in the Mexico area is $59,448, 26% below the U.S. median of $80,734. The population fell 1.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $143,100, against $332,700 for the U.S. Against the U.S., map listings per household run highest for gas stations (69% above the U.S. rate) and lowest for hair salons (54% 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. 26 of the 56 business types have a score in the Mexico 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 Mexico 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 Mexico 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 Mexico 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.