Metro area profile · Missouri
St. Joseph, MO-KS metro area market data
Population, household spending and competition for 56 business types in the St. Joseph metro area, each scored against other metro areas.
- Population, 2025
- 119,170
- −2.0% since 2020
- Households
- 46,883
- Median household income
- $65,005
- +23.1% vs. 2015–2019, before inflation
- Median home value
- $171,300
- Jobs located here
- 53,778
- Highest market score
- 63
- Spas and skin care, #70 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the St. Joseph metro area by name and distance, and the households and spending within reach. Or open the report at the center of the St. Joseph metro 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 119,170 people live in the St. Joseph metro area, in 46,883 households. Population estimates show the St. Joseph metro area declined 2.0% from 2020 to 2025, against +3.1% for the U.S. The median household income in the St. Joseph metro area is $65,005 a year, 19% below the U.S. median of $80,734. That rose 23.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the St. Joseph metro area spend the most on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and the least on child care and other personal services (60).
The highest Groundwork market scores in the St. Joseph metro area are for spas and skin care studios (63), car washes and detailers (61) and physical therapy clinics (59). The St. Joseph metro area ranks #70 of 387 scored metro areas for spas and skin care studios.
The St. Joseph metro area takes in 4 counties: Buchanan County, MO; Andrew County, MO; DeKalb County, MO; and Doniphan County, KS. For its number of households, the St. Joseph metro area has the most map listings, relative to the U.S., for gas stations (92% above the U.S. rate) and the fewest for nail salons (53% below the U.S. rate).
All 56 business types in the St. Joseph metro area
Highest Groundwork market score first. Each score compares the St. Joseph metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Spas and skin care | 63 | #70 of 387 | 29 | 6.2 | $1.5M | 167 | 6 |
| Car washes and detailing | 61 | #116 of 387 | 18 | 3.8 | $2.8M | 112 | 6 |
| Physical therapy | 59 | #125 of 386 | 16 | 3.4 | $3.8M | 159 | 17 |
| Salons, barbers and spas | 58 | #103 of 387 | 150 | 32.0 | $283K | 133 | 38 |
| Doctors, dentists and clinics | 58 | #121 of 387 | 288 | 61.4 | $212K | 139 | 155 |
| Optometrists and eye care | 57 | #124 of 386 | 16 | 3.4 | $3.8M | 122 | 7 |
| Dentists and orthodontists | 56 | #137 of 387 | 51 | 10.9 | $1.2M | 122 | 35 |
| Nail salons | 54 | #149 of 387 | 13 | 2.8 | $3.3M | 196 | 9 |
| Sit-down restaurants | 54 | #151 of 387 | 208 | 44.4 | $794K | 120 | 68 |
| Barbershops | 54 | #157 of 387 | 13 | 2.8 | $3.3M | 173 | Under 3 |
| Property management | 53 | #156 of 374 | 7 | 1.5 | Index only | 158 | 13 |
| Mortgage brokers and lenders | 51 | #171 of 373 | 9 | 1.9 | Index only | 175 | 4 |
| Martial arts and dance studios | 47 | #217 of 387 | 14 | 3.0 | $2.5M | 126 | 12 |
| Clothing, shoes and laundry | 47 | #224 of 387 | 87 | 18.6 | $975K | 111 | 33 |
| Primary care and pediatrics | 46 | #231 of 387 | 30 | 6.4 | $2M | 114 | 73 |
| Hair salons | 45 | #231 of 387 | 95 | 20.3 | $448K | 104 | 21 |
| Real estate | 45 | #232 of 387 | 109 | 23.2 | Index only | 130 | 57 |
| Restaurants and cafes | 44 | #227 of 387 | 431 | 91.9 | $383K | 103 | 190 |
| Clothing and shoe stores | 44 | #236 of 387 | 69 | 14.7 | $1.2M | 97 | 25 |
| Chiropractors | 42 | #245 of 386 | 23 | 4.9 | $2.7M | 111 | 16 |
| Gyms, studios and classes | 42 | #267 of 387 | 53 | 11.3 | $670K | 101 | 25 |
| Yoga, Pilates and fitness studios | 41 | #248 of 347 | 8 | 1.7 | $4.4M | 109 | 13 |
| Real estate agents and brokers | 41 | #263 of 387 | 88 | 18.8 | Index only | 128 | 31 |
| Child care and preschools | 40 | #260 of 387 | 17 | 3.6 | $957K | 96 | 22 |
| Tire shops | 39 | #268 of 386 | 24 | 5.1 | $2.1M | 84 | 8 |
| Gyms | 39 | #291 of 387 | 31 | 6.6 | $1.1M | 88 | 13 |
| Veterinarians | 38 | #277 of 384 | 17 | 3.6 | $2.1M | 77 | 7 |
| Laundromats | 36 | #263 of 364 | 6 | 1.3 | $14.1M | 113 | 4 |
| Convenience stores | 34 | #299 of 387 | 49 | 10.5 | $5.5M | 69 | 5 |
| Auto repair and car care | 34 | #306 of 387 | 199 | 42.4 | $255K | 95 | 87 |
| Collision repair and body shops | 34 | #308 of 381 | 21 | 4.5 | $2.4M | 78 | 12 |
| Roofing and gutters | 34 | #310 of 381 | 15 | 3.2 | $7.8M | 92 | 9 |
| Bakeries and dessert shops | 34 | #316 of 387 | 45 | 9.6 | $3.7M | 89 | 23 |
| Electricians | 34 | #318 of 383 | 11 | 2.3 | $10.7M | 89 | 26 |
| Pet businesses | 32 | #328 of 387 | 59 | 12.6 | $604K | 69 | 17 |
| Coffee shops and cafes | 32 | #330 of 387 | 50 | 10.7 | $3.3M | 89 | 23 |
| Home repair trades | 32 | #338 of 387 | 56 | 11.9 | $2.1M | 86 | 74 |
| Auto repair shops | 31 | #327 of 387 | 124 | 26.4 | $408K | 92 | 65 |
| Landscaping and lawn care | 30 | #323 of 385 | 23 | 4.9 | $2.3M | 79 | 44 |
| Grocery and convenience stores | 28 | #333 of 387 | 102 | 21.8 | $2.6M | 77 | 25 |
| Pet grooming and boarding | 28 | #342 of 386 | 23 | 4.9 | $1.5M | 61 | 7 |
| Fast food and sandwich shops | 27 | #328 of 387 | 67 | 14.3 | $2.5M | 81 | 96 |
| Funeral homes | 27 | #328 of 377 | 13 | 2.8 | $536K | 79 | 9 |
| HVAC and plumbing | 26 | #362 of 387 | 30 | 6.4 | $3.9M | 82 | 39 |
| Pet stores | 24 | #354 of 382 | 14 | 3.0 | $2.5M | 56 | 3 |
| Lawn, cleaning and pest control | 22 | #372 of 387 | 42 | 9.0 | $1.3M | 76 | 78 |
| House cleaning | 20 | #362 of 375 | 11 | 2.3 | $4.8M | 76 | 27 |
| Grocery stores | 20 | #367 of 387 | 34 | 7.3 | $7.9M | 85 | 20 |
| Pest control | 18 | #337 of 345 | 8 | 1.7 | $6.7M | 65 | 7 |
| Pizza | 18 | #374 of 387 | 57 | 12.2 | $2.9M | 57 | 96 |
| Gas stations | 16 | #373 of 387 | 98 | 20.9 | $1.3M | 56 | 62 |
| Insurance agencies | 9 | #386 of 387 | 104 | 22.2 | $759K | 60 | 73 |
| Home inspectors | 6 | #240 of 243 | 5 | 1.1 | Index only | 47 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 4 | 0.9 | $12.7M | 92 | 5 |
| Dry cleaners | Not scored | Not scored | 2 | 0.4 | $42.4M | Too few | 4 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 7 |
Household spending in the St. Joseph metro 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 | $50.6M | $1,080 | 113 |
| Gasoline and other fuels | $130.1M | $2,774 | 107 |
| Food away from home | $165.2M | $3,524 | 87 |
| Groceries | $267.7M | $5,710 | 90 |
| Personal care products and services | $42.5M | $907 | 90 |
| Child care and other personal services | $16.3M | $347 | 60 |
| Memberships, classes and admissions | $35.5M | $757 | 77 |
| Medical and dental services | $61.1M | $1,304 | 101 |
| Pets | $35.6M | $760 | 84 |
| Clothing, shoes and related services | $84.8M | $1,810 | 88 |
| Vehicle insurance | $79M | $1,684 | 86 |
| Home repairs, maintenance and insurance | $117.3M | $2,502 | 83 |
| Lawn care, cleaning and other household services | $53.3M | $1,136 | 80 |
| Rent and homeowner costs | $615.4M | $13,126 | 79 |
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 St. Joseph metro area
- Population, 2025 estimate
- 119,170−2.0% since 2020
- Households
- 46,883
- Median age
- 40.8
- Homes lived in by their owners
- 69%
- Vehicles per household
- 1.9
- Land area
- 1,656 sq. mi.
- People per square mile
- 72
- Median household income
- $65,005+23.1% vs. 2015–2019, before inflation
- Average household income
- $84,665
- Median home value
- $171,300
- Jobs located here
- 53,778
- Daytime population
- 120,693Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the St. Joseph metro area?
These figures cover the whole metro area. 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 St. Joseph metro 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 St. Joseph metro area 4
- Buchanan County, MO83,568 people
- Andrew County, MO18,065 people
- DeKalb County, MO10,876 people
- Doniphan County, KS7,503 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
- 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
- Sikeston, MO area49,835 people
Questions
How fast is the St. Joseph, MO-KS metro area growing?
Population estimates put the St. Joseph metro area at 119,170 people in 2025, down 2.0% since 2020, against +3.1% for the U.S. It has 46,883 households. Against the 2015–2019 survey, median household income rose 23.1%, before inflation.
How much do households in the St. Joseph, MO-KS metro area spend?
Households in the St. Joseph metro area spend about $615.4M a year on rent and homeowner costs, $267.7M on groceries and $165.2M on food away from home. Relative to the U.S., household spending in the St. Joseph metro area runs highest on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and lowest on child care and other personal services (60).
Which business types have the highest market scores in the St. Joseph, MO-KS metro area?
Of the business types scored in the St. Joseph metro area, spas and skin care studios (63), car washes and detailers (61) and physical therapy clinics (59) have the highest Groundwork market scores. For spas and skin care studios, that ranks #70 of 387 scored metro areas.
How does the St. Joseph, MO-KS metro area compare with the U.S.?
Median household income in the St. Joseph metro area is $65,005, 19% below the U.S. median of $80,734. The population fell 2.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $171,300, against $332,700 for the U.S. Against the U.S., map listings per household run highest for gas stations (92% above the U.S. rate) and lowest for nail salons (53% 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. 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. 53 of the 56 business types have a score in the St. Joseph metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the St. Joseph metro 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 St. Joseph metro 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 St. Joseph metro 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.