Small-town market profile · Missouri
Moberly, MO area market data
Population, household spending and competition for 56 business types in the Moberly area, each scored against other small-town markets.
- Population, 2025
- 24,513
- +0.2% since 2020
- Households
- 9,247
- Median household income
- $53,033
- +11.1% vs. 2015–2019, before inflation
- Median home value
- $159,300
- Jobs located here
- 8,934
- Highest market score
- 58
- Primary care and pediatrics, #159 of 458 scored small-town markets
A site report maps the competitors on map listings around any address in the Moberly area by name and distance, and the households and spending within reach. Or open the report at the center of the Moberly 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 24,513 people live in the Moberly area, in 9,247 households. Between 2020 and 2025, the population of the Moberly area grew 0.2%, slower than the U.S. (+3.1%). The median household income in the Moberly area is $53,033 a year, 34% below the U.S. median of $80,734. That rose 11.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Moberly area spend the most on vehicle maintenance and repairs (an index of 108, where 100 is the U.S. average) and the least on child care and other personal services (49).
The highest Groundwork market scores in the Moberly area are for primary care and pediatric clinics (58), medical and dental practices (51) and clothing and shoe stores (49). The Moberly area ranks #159 of 458 scored small-town markets for primary care and pediatric clinics.
The Moberly area is made up of one county, Randolph County. For its number of households, the Moberly area has the most map listings, relative to the U.S., for insurance agencies (73% above the U.S. rate) and the fewest for real estate agents and brokers (58% below the U.S. rate).
All 56 business types in the Moberly area
Highest Groundwork market score first. Each score compares the Moberly 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 |
|---|---|---|---|---|---|---|---|
| Primary care and pediatrics | 58 | #159 of 458 | 5 | 5.4 | $2.3M | 128 | 11 |
| Doctors, dentists and clinics | 51 | #259 of 538 | 59 | 63.8 | $194K | 127 | 26 |
| Clothing and shoe stores | 49 | #285 of 536 | 13 | 14.1 | $1.2M | 95 | 4 |
| Coffee shops and cafes | 48 | #285 of 529 | 8 | 8.7 | $3.7M | 101 | 4 |
| Clothing, shoes and laundry | 48 | #291 of 536 | 19 | 20.5 | $822K | 93 | 4 |
| Gyms | 46 | #293 of 506 | 5 | 5.4 | $1.2M | 92 | 3 |
| Grocery stores | 46 | #306 of 506 | 7 | 7.6 | $7.2M | 77 | 3 |
| Fast food and sandwich shops | 45 | #323 of 537 | 13 | 14.1 | $2.3M | 75 | 15 |
| Gyms, studios and classes | 45 | #335 of 535 | 10 | 10.8 | $598K | 90 | 3 |
| Real estate | 44 | #328 of 536 | 17 | 18.4 | Index only | 156 | 7 |
| Restaurants and cafes | 44 | #334 of 538 | 85 | 91.9 | $351K | 95 | 38 |
| Landscaping and lawn care | 43 | #250 of 399 | 5 | 5.4 | $2M | 68 | 4 |
| Dentists and orthodontists | 43 | #326 of 526 | 9 | 9.7 | $1.3M | 129 | 9 |
| Gas stations | 43 | #345 of 536 | 15 | 16.2 | $1.7M | 70 | 12 |
| Sit-down restaurants | 42 | #343 of 538 | 42 | 45.4 | $711K | 107 | 18 |
| Convenience stores | 42 | #360 of 529 | 8 | 8.7 | $6.3M | 80 | 4 |
| Tire shops | 41 | #290 of 431 | 5 | 5.4 | $1.9M | 76 | 3 |
| Bakeries and dessert shops | 41 | #349 of 507 | 8 | 8.7 | $3.7M | 90 | 4 |
| Real estate agents and brokers | 41 | #363 of 533 | 12 | 13.0 | Index only | 175 | 7 |
| Grocery and convenience stores | 41 | #368 of 538 | 19 | 20.5 | $2.6M | 78 | 7 |
| Home repair trades | 37 | #411 of 526 | 13 | 14.1 | $1.7M | 69 | 11 |
| Pizza | 36 | #404 of 520 | 11 | 11.9 | $2.7M | 53 | 15 |
| Salons, barbers and spas | 36 | #431 of 538 | 33 | 35.7 | $236K | 111 | 12 |
| Optometrists and eye care | 35 | #318 of 400 | 6 | 6.5 | $1.9M | 61 | Under 3 |
| Lawn, cleaning and pest control | 34 | #397 of 481 | 8 | 8.7 | $1.2M | 74 | 9 |
| Auto repair shops | 34 | #438 of 538 | 34 | 36.8 | $281K | 63 | 11 |
| Hair salons | 34 | #445 of 538 | 19 | 20.5 | $410K | 95 | 8 |
| HVAC and plumbing | 33 | #401 of 476 | 7 | 7.6 | $3.1M | 65 | 7 |
| Collision repair and body shops | 30 | #329 of 387 | 6 | 6.5 | $1.6M | 52 | Under 3 |
| Barbershops | 26 | #325 of 377 | 8 | 8.7 | $973K | 52 | Under 3 |
| Auto repair and car care | 26 | #483 of 538 | 56 | 60.6 | $171K | 64 | 20 |
| Pet grooming and boarding | 24 | #355 of 387 | 5 | 5.4 | $1.3M | 50 | Under 3 |
| Car washes and detailing | 24 | #411 of 441 | 8 | 8.7 | $1.2M | 47 | 3 |
| Pet businesses | 20 | #511 of 527 | 15 | 16.2 | $427K | 49 | Under 3 |
| Child care and preschools | 16 | #435 of 454 | 7 | 7.6 | $377K | 38 | 7 |
| Insurance agencies | 14 | #521 of 537 | 25 | 27.0 | $613K | 49 | 17 |
| Funeral homes | Not scored | Not scored | 4 | 4.3 | $356K | 52 | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 4.3 | $1.5M | 74 | Under 3 |
| Physical therapy | Not scored | Not scored | 4 | 4.3 | $2.9M | 119 | 3 |
| Spas and skin care | Not scored | Not scored | 4 | 4.3 | $1.9M | 222 | Under 3 |
| Chiropractors | Not scored | Not scored | 3 | 3.2 | $3.8M | 159 | 3 |
| Electricians | Not scored | Not scored | 3 | 3.2 | $7.3M | 60 | 4 |
| House cleaning | Not scored | Not scored | 3 | 3.2 | $3.3M | 52 | 5 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 3.2 | Index only | 98 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 3.2 | $3.2M | 23 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 3 | 3.2 | $7.3M | 86 | Under 3 |
| Veterinarians | Not scored | Not scored | 3 | 3.2 | $2.1M | 79 | Under 3 |
| Dry cleaners | Not scored | Not scored | 2 | 2.2 | $7.8M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 2.2 | $7.8M | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 2 | 2.2 | $3.9M | Too few | Under 3 |
| Property management | Not scored | Not scored | 2 | 2.2 | Index only | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 1.1 | $6.4M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 1.1 | $6M | Too few | 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 Moberly 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 | $1,033 | 108 |
| Gasoline and other fuels | $24.9M | $2,696 | 104 |
| Food away from home | $29.9M | $3,230 | 79 |
| Groceries | $50.3M | $5,443 | 86 |
| Personal care products and services | $7.8M | $842 | 84 |
| Child care and other personal services | $2.6M | $286 | 49 |
| Memberships, classes and admissions | $6M | $647 | 66 |
| Medical and dental services | $11.4M | $1,236 | 96 |
| Pets | $6.4M | $693 | 76 |
| Clothing, shoes and related services | $15.6M | $1,688 | 82 |
| Vehicle insurance | $15.3M | $1,656 | 85 |
| Home repairs, maintenance and insurance | $21.8M | $2,356 | 78 |
| Lawn care, cleaning and other household services | $9.9M | $1,071 | 76 |
| Rent and homeowner costs | $114.7M | $12,405 | 74 |
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 Moberly area
- Population, 2025 estimate
- 24,513+0.2% since 2020
- Households
- 9,247
- Median age
- 39.7
- Homes lived in by their owners
- 71%
- Vehicles per household
- 1.9
- Land area
- 483 sq. mi.
- People per square mile
- 50
- Median household income
- $53,033+11.1% vs. 2015–2019, before inflation
- Average household income
- $72,273
- Median home value
- $159,300
- Jobs located here
- 8,934
- Daytime population
- 23,270Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Moberly 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 Moberly 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 Moberly area 1
- Randolph County, MO24,365 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 Moberly, MO area growing?
Population estimates put the Moberly area at 24,513 people in 2025, up 0.2% since 2020, slower than the U.S. (+3.1%). It has 9,247 households. Against the 2015–2019 survey, median household income rose 11.1%, before inflation.
How much do households in the Moberly, MO area spend?
Households in the Moberly area spend about $114.7M a year on rent and homeowner costs, $50.3M on groceries and $29.9M on food away from home. Relative to the U.S., household spending in the Moberly area runs highest on vehicle maintenance and repairs (an index of 108, where 100 is the U.S. average) and lowest on child care and other personal services (49).
Which business types have the highest market scores in the Moberly, MO area?
Of the business types scored in the Moberly area, primary care and pediatric clinics (58), medical and dental practices (51) and clothing and shoe stores (49) have the highest Groundwork market scores. For primary care and pediatric clinics, that ranks #159 of 458 scored small-town markets.
How does the Moberly, MO area compare with the U.S.?
Median household income in the Moberly area is $53,033, 34% below the U.S. median of $80,734. The population rose 0.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $159,300, against $332,700 for the U.S. Against the U.S., map listings per household run highest for insurance agencies (73% above the U.S. rate) and lowest for real estate agents and brokers (58% 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. 36 of the 56 business types have a score in the Moberly 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 Moberly 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 Moberly 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 Moberly 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.