Small-town market profile · Missouri
Rolla, MO area market data
Population, household spending and competition for 56 business types in the Rolla area, each scored against other small-town markets.
- Population, 2025
- 45,247
- +1.6% since 2020
- Households
- 17,329
- Median household income
- $58,396
- +32.3% vs. 2015–2019, before inflation
- Median home value
- $206,500
- Jobs located here
- 19,214
- Highest market score
- 72
- Grocery and convenience stores, #57 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Rolla area by name and distance, and the households and spending within reach. Or open the report at the center of the Rolla 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 45,247 people live in the Rolla area, in 17,329 households. Population estimates put the population change in the Rolla area from 2020 to 2025 at +1.6%, slower than the U.S. (+3.1%). The median household income in the Rolla area is $58,396 a year, 28% below the U.S. median of $80,734. That rose 32.3% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Rolla area spend the most on vehicle maintenance and repairs (an index of 107, where 100 is the U.S. average) and the least on child care and other personal services (56).
The highest Groundwork market scores in the Rolla area are for grocery and convenience stores (72); physical therapy clinics (63); and clothing, shoe and laundry businesses (63). The Rolla area ranks #57 of 538 scored small-town markets for grocery and convenience stores.
The Rolla area is made up of one county, Phelps County. For its number of households, the Rolla area has the most map listings, relative to the U.S., for collision repair and body shops (2.4 times the U.S. rate) and the fewest for real estate agents and brokers (42% below the U.S. rate).
All 56 business types in the Rolla area
Highest Groundwork market score first. Each score compares the Rolla 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 | 72 | #57 of 538 | 29 | 16.7 | $3.3M | 98 | 5 |
| Physical therapy | 63 | #103 of 400 | 6 | 3.5 | $3.6M | 150 | 7 |
| Clothing, shoes and laundry | 63 | #150 of 536 | 24 | 13.8 | $1.3M | 144 | 10 |
| Funeral homes | 61 | #112 of 365 | 6 | 3.5 | $422K | 62 | 3 |
| Grocery stores | 61 | #151 of 506 | 11 | 6.3 | $8.8M | 94 | 5 |
| Clothing and shoe stores | 61 | #171 of 536 | 18 | 10.4 | $1.7M | 133 | 10 |
| Chiropractors | 59 | #143 of 426 | 8 | 4.6 | $2.7M | 113 | 6 |
| Primary care and pediatrics | 59 | #155 of 458 | 11 | 6.3 | $2M | 111 | 20 |
| Nail salons | 58 | #140 of 387 | 7 | 4.0 | $2.2M | 129 | Under 3 |
| Car washes and detailing | 57 | #159 of 441 | 8 | 4.6 | $2.2M | 88 | Under 3 |
| Salons, barbers and spas | 57 | #192 of 538 | 70 | 40.4 | $215K | 101 | 6 |
| Electricians | 56 | #118 of 295 | 6 | 3.5 | $7M | 58 | 3 |
| Convenience stores | 56 | #224 of 529 | 15 | 8.7 | $6.4M | 81 | Under 3 |
| Tire shops | 54 | #188 of 431 | 8 | 4.6 | $2.2M | 89 | 4 |
| Hair salons | 52 | #258 of 538 | 40 | 23.1 | $377K | 88 | 5 |
| Spas and skin care | 51 | #236 of 504 | 14 | 8.1 | $1.1M | 123 | Under 3 |
| Sit-down restaurants | 51 | #259 of 538 | 89 | 51.4 | $656K | 99 | 28 |
| Fast food and sandwich shops | 47 | #301 of 537 | 24 | 13.8 | $2.4M | 80 | 33 |
| Barbershops | 46 | #223 of 377 | 9 | 5.2 | $1.7M | 89 | Under 3 |
| Landscaping and lawn care | 46 | #224 of 399 | 8 | 4.6 | $2.4M | 81 | 13 |
| Child care and preschools | 46 | #270 of 454 | 9 | 5.2 | $626K | 62 | 7 |
| Veterinarians | 42 | #253 of 398 | 8 | 4.6 | $1.6M | 58 | 5 |
| Dentists and orthodontists | 42 | #348 of 526 | 23 | 13.3 | $941K | 96 | 13 |
| Restaurants and cafes | 42 | #356 of 538 | 179 | 103.3 | $326K | 88 | 75 |
| Home repair trades | 41 | #369 of 526 | 26 | 15.0 | $1.6M | 66 | 21 |
| Pet stores | 40 | #161 of 220 | 5 | 2.9 | $2.5M | 56 | Under 3 |
| Gyms | 40 | #356 of 506 | 13 | 7.5 | $938K | 72 | 6 |
| Doctors, dentists and clinics | 40 | #369 of 538 | 162 | 93.5 | $134K | 88 | 51 |
| Gas stations | 40 | #377 of 536 | 29 | 16.7 | $1.6M | 67 | 26 |
| Gyms, studios and classes | 40 | #388 of 535 | 26 | 15.0 | $469K | 71 | 6 |
| Lawn, cleaning and pest control | 39 | #336 of 481 | 14 | 8.1 | $1.4M | 81 | 20 |
| Pet businesses | 37 | #414 of 527 | 24 | 13.8 | $529K | 60 | 9 |
| Real estate | 37 | #427 of 536 | 39 | 22.5 | Index only | 131 | 19 |
| Pizza | 36 | #403 of 520 | 21 | 12.1 | $2.8M | 55 | 33 |
| Auto repair shops | 36 | #413 of 538 | 50 | 28.9 | $356K | 80 | 31 |
| Real estate agents and brokers | 36 | #442 of 533 | 31 | 17.9 | Index only | 131 | 12 |
| Auto repair and car care | 35 | #416 of 538 | 86 | 49.6 | $207K | 77 | 39 |
| HVAC and plumbing | 34 | #395 of 476 | 17 | 9.8 | $2.5M | 52 | 13 |
| Coffee shops and cafes | 34 | #442 of 529 | 21 | 12.1 | $2.8M | 75 | 12 |
| Pet grooming and boarding | 33 | #319 of 387 | 10 | 5.8 | $1.3M | 50 | 4 |
| Insurance agencies | 32 | #427 of 537 | 29 | 16.7 | $963K | 77 | 18 |
| Martial arts and dance studios | 30 | #323 of 378 | 12 | 6.9 | $1M | 50 | Under 3 |
| Bakeries and dessert shops | 30 | #451 of 507 | 21 | 12.1 | $2.8M | 67 | 12 |
| Collision repair and body shops | 29 | #335 of 387 | 13 | 7.5 | $1.4M | 44 | 8 |
| House cleaning | Not scored | Not scored | 4 | 2.3 | $4.8M | 74 | 7 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 2.3 | Index only | 141 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 4 | 2.3 | $5.4M | 173 | 5 |
| Property management | Not scored | Not scored | 4 | 2.3 | Index only | 99 | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 4 | 2.3 | $5.4M | 22 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.7 | $5.9M | 43 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 3 | 1.7 | $14M | 165 | 5 |
| Laundromats | Not scored | Not scored | 2 | 1.2 | $15.2M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.2 | $9.5M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.6 | $30.4M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.6 | $12.2M | Too few | 6 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Rolla 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 | $17.8M | $1,028 | 107 |
| Gasoline and other fuels | $46.1M | $2,662 | 103 |
| Food away from home | $58.4M | $3,368 | 83 |
| Groceries | $96.3M | $5,557 | 88 |
| Personal care products and services | $15.1M | $870 | 87 |
| Child care and other personal services | $5.6M | $325 | 56 |
| Memberships, classes and admissions | $12.2M | $704 | 72 |
| Medical and dental services | $21.6M | $1,249 | 97 |
| Pets | $12.7M | $732 | 81 |
| Clothing, shoes and related services | $30.4M | $1,757 | 85 |
| Vehicle insurance | $27.9M | $1,612 | 82 |
| Home repairs, maintenance and insurance | $42M | $2,421 | 80 |
| Lawn care, cleaning and other household services | $19.1M | $1,100 | 78 |
| Rent and homeowner costs | $220.7M | $12,739 | 76 |
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 Rolla area
- Population, 2025 estimate
- 45,247+1.6% since 2020
- Households
- 17,329
- Median age
- 37.8
- Homes lived in by their owners
- 62%
- Vehicles per household
- 1.9
- Land area
- 672 sq. mi.
- People per square mile
- 67
- Median household income
- $58,396+32.3% vs. 2015–2019, before inflation
- Average household income
- $77,261
- Median home value
- $206,500
- Jobs located here
- 19,214
- Daytime population
- 46,987Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rolla 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 Rolla 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 Rolla area 1
- Phelps County, MO45,194 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 Rolla, MO area growing?
Population estimates put the Rolla area at 45,247 people in 2025, up 1.6% since 2020, slower than the U.S. (+3.1%). It has 17,329 households. Against the 2015–2019 survey, median household income rose 32.3%, before inflation.
How much do households in the Rolla, MO area spend?
Households in the Rolla area spend about $220.7M a year on rent and homeowner costs, $96.3M on groceries and $58.4M on food away from home. Relative to the U.S., household spending in the Rolla area runs highest on vehicle maintenance and repairs (an index of 107, where 100 is the U.S. average) and lowest on child care and other personal services (56).
Which business types have the highest market scores in the Rolla, MO area?
Of the business types scored in the Rolla area, grocery and convenience stores (72); physical therapy clinics (63); and clothing, shoe and laundry businesses (63) have the highest Groundwork market scores. For grocery and convenience stores, that ranks #57 of 538 scored small-town markets.
How does the Rolla, MO area compare with the U.S.?
Median household income in the Rolla area is $58,396, 28% below the U.S. median of $80,734. The population rose 1.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $206,500, against $332,700 for the U.S. Against the U.S., map listings per household run highest for collision repair and body shops (2.4 times the U.S. rate) and lowest for real estate agents and brokers (42% 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. 44 of the 56 business types have a score in the Rolla 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 Rolla 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 Rolla 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 Rolla 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.