County profile · Missouri
St. Louis County, MO market data
Population, household spending and competition for 56 business types in St. Louis County, each scored against other counties.
- Population, 2025
- 990,911
- −1.2% since 2020
- Households
- 413,849
- Median household income
- $82,936
- +23.0% vs. 2015–2019, before inflation
- Median home value
- $276,800
- Jobs located here
- 655,776
- Highest market score
- 74
- Convenience stores, #315 of 2,261 scored counties
A site report maps the competitors on map listings around any address in St. Louis County by name and distance, and the households and spending within reach. Or open the report at the center of St. Louis County. 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 990,911 people live in St. Louis County, in 413,849 households. Population estimates put the population change in St. Louis County from 2020 to 2025 at −1.2%, against +3.1% for the U.S. The median household income in St. Louis County is $82,936 a year, 3% above the U.S. median of $80,734. That rose 23.0% from the 2015–2019 survey, before inflation.
Set against the U.S., households in St. Louis County spend the most on medical and dental services (an index of 120, where 100 is the U.S. average) and the least on vehicle insurance (76).
The highest Groundwork market scores in St. Louis County are for convenience stores (74), barbershops (70) and grocery and convenience stores (70). St. Louis County ranks #315 of 2,261 scored counties for convenience stores.
St. Louis County is part of the St. Louis metro area. For its number of households, St. Louis County has the most map listings, relative to the U.S., for mortgage brokers and lenders (67% above the U.S. rate) and the fewest for coffee shops and cafes (29% below the U.S. rate).
All 56 business types in St. Louis County
Highest Groundwork market score first. Each score compares St. Louis County with other counties 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 counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Convenience stores | 74 | #315 of 2,261 | 259 | 6.3 | $10.2M | 129 | 57 |
| Barbershops | 70 | #233 of 1,356 | 163 | 3.9 | $2.7M | 146 | 16 |
| Grocery and convenience stores | 70 | #431 of 2,402 | 611 | 14.8 | $4.3M | 127 | 220 |
| Electricians | 68 | #191 of 1,160 | 83 | 2.0 | $14.9M | 124 | 167 |
| Pet grooming and boarding | 66 | #316 of 1,461 | 120 | 2.9 | $3.2M | 127 | 76 |
| Laundromats | 65 | #204 of 785 | 50 | 1.2 | $18M | 144 | 24 |
| HVAC and plumbing | 64 | #366 of 1,707 | 234 | 5.7 | $5.3M | 111 | 265 |
| Coffee shops and cafes | 64 | #460 of 2,063 | 323 | 7.8 | $5.5M | 148 | 199 |
| Funeral homes | 63 | #394 of 1,472 | 67 | 1.6 | $913K | 135 | 39 |
| Pet businesses | 62 | #570 of 2,200 | 368 | 8.9 | $1.1M | 120 | 228 |
| Collision repair and body shops | 61 | #407 of 1,327 | 100 | 2.4 | $4.2M | 136 | 94 |
| Veterinarians | 61 | #470 of 1,485 | 143 | 3.5 | $2.7M | 100 | 104 |
| Grocery stores | 61 | #651 of 2,070 | 244 | 5.9 | $10.8M | 116 | 163 |
| Tire shops | 60 | #516 of 1,530 | 148 | 3.6 | $2.8M | 113 | 54 |
| Auto repair and car care | 60 | #724 of 2,401 | 1,197 | 28.9 | $350K | 130 | 560 |
| Auto repair shops | 59 | #755 of 2,378 | 701 | 16.9 | $598K | 134 | 393 |
| Home repair trades | 58 | #668 of 2,057 | 517 | 12.5 | $2.4M | 99 | 522 |
| Pizza | 58 | #707 of 2,090 | 291 | 7.0 | $6.1M | 120 | 876 |
| Sit-down restaurants | 58 | #815 of 2,405 | 2,168 | 52.4 | $817K | 123 | 708 |
| Bakeries and dessert shops | 57 | #652 of 1,889 | 362 | 8.7 | $4.9M | 118 | 225 |
| Gas stations | 57 | #861 of 2,358 | 372 | 9.0 | $2.8M | 116 | 282 |
| Restaurants and cafes | 57 | #865 of 2,405 | 3,840 | 92.8 | $461K | 124 | 1,798 |
| Urgent care and walk-in clinics | 56 | #127 of 325 | 25 | 0.6 | $25.5M | 104 | 37 |
| Car washes and detailing | 56 | #561 of 1,451 | 147 | 3.6 | $2.8M | 113 | 64 |
| Martial arts and dance studios | 54 | #538 of 1,334 | 195 | 4.7 | $2.3M | 115 | 136 |
| Landscaping and lawn care | 51 | #676 of 1,493 | 206 | 5.0 | $2.7M | 93 | 361 |
| Pet stores | 50 | #477 of 974 | 77 | 1.9 | $5.1M | 112 | 48 |
| Primary care and pediatrics | 50 | #824 of 1,656 | 268 | 6.5 | $2.4M | 134 | 1,081 |
| Fast food and sandwich shops | 50 | #1,132 of 2,222 | 581 | 14.0 | $3M | 100 | 876 |
| Gyms | 49 | #944 of 1,792 | 343 | 8.3 | $1.3M | 101 | 177 |
| Gyms, studios and classes | 48 | #1,146 of 2,088 | 635 | 15.3 | $712K | 108 | 313 |
| Yoga, Pilates and fitness studios | 46 | #456 of 777 | 97 | 2.3 | $4.7M | 115 | 177 |
| Optometrists and eye care | 46 | #777 of 1,302 | 228 | 5.5 | $2.8M | 89 | 90 |
| Home inspectors | 45 | #239 of 415 | 28 | 0.7 | Index only | 85 | 23 |
| Oil change and quick lube | 45 | #298 of 479 | 31 | 0.7 | $13.5M | 98 | 38 |
| House cleaning | 45 | #511 of 847 | 78 | 1.9 | $7.2M | 112 | 278 |
| Hair salons | 45 | #1,423 of 2,339 | 975 | 23.6 | $459K | 107 | 332 |
| Physical therapy | 44 | #868 of 1,422 | 265 | 6.4 | $2.4M | 100 | 243 |
| Lawn, cleaning and pest control | 44 | #1,086 of 1,771 | 349 | 8.4 | $1.6M | 95 | 697 |
| Nail salons | 43 | #890 of 1,328 | 295 | 7.1 | $1.5M | 91 | 97 |
| Spas and skin care | 43 | #1,132 of 1,769 | 466 | 11.3 | $961K | 110 | 114 |
| Chiropractors | 42 | #957 of 1,490 | 316 | 7.6 | $2M | 84 | 191 |
| Child care and preschools | 42 | #1,036 of 1,611 | 278 | 6.7 | $747K | 75 | 249 |
| Pest control | 41 | #468 of 699 | 65 | 1.6 | $8.6M | 84 | 58 |
| Roofing and gutters | 41 | #792 of 1,177 | 200 | 4.8 | $6.2M | 73 | 90 |
| Dentists and orthodontists | 41 | #1,252 of 1,886 | 572 | 13.8 | $1.1M | 113 | 485 |
| Salons, barbers and spas | 40 | #1,719 of 2,385 | 1,940 | 46.9 | $231K | 109 | 570 |
| Property management | 36 | #675 of 910 | 116 | 2.8 | Index only | 97 | 246 |
| Doctors, dentists and clinics | 36 | #1,841 of 2,394 | 3,808 | 92.0 | $168K | 110 | 2,127 |
| Clothing and shoe stores | 35 | #1,568 of 2,087 | 851 | 20.6 | $1.1M | 83 | 440 |
| Clothing, shoes and laundry | 33 | #1,759 of 2,210 | 1,195 | 28.9 | $755K | 86 | 531 |
| Dry cleaners | 30 | #435 of 507 | 78 | 1.9 | $11.6M | 74 | 67 |
| Real estate agents and brokers | 27 | #2,095 of 2,176 | 1,417 | 34.2 | Index only | 81 | 502 |
| Real estate | 25 | #2,178 of 2,229 | 1,859 | 44.9 | Index only | 78 | 990 |
| Mortgage brokers and lenders | 23 | #854 of 887 | 298 | 7.2 | Index only | 54 | 88 |
| Insurance agencies | 7 | #2,267 of 2,272 | 1,004 | 24.3 | $617K | 49 | 705 |
Household spending in St. Louis County
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 | $418.9M | $1,012 | 106 |
| Gasoline and other fuels | $1B | $2,480 | 96 |
| Food away from home | $1.8B | $4,282 | 105 |
| Groceries | $2.6B | $6,355 | 101 |
| Personal care products and services | $447.8M | $1,082 | 108 |
| Child care and other personal services | $207.5M | $501 | 86 |
| Memberships, classes and admissions | $452M | $1,092 | 111 |
| Medical and dental services | $637.9M | $1,541 | 120 |
| Pets | $389.2M | $940 | 103 |
| Clothing, shoes and related services | $902.5M | $2,181 | 106 |
| Vehicle insurance | $619.4M | $1,497 | 76 |
| Home repairs, maintenance and insurance | $1.2B | $2,997 | 99 |
| Lawn care, cleaning and other household services | $558.8M | $1,350 | 96 |
| Rent and homeowner costs | $6.2B | $15,102 | 91 |
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 St. Louis County
- Population, 2025 estimate
- 990,911−1.2% since 2020
- Households
- 413,849
- Median age
- 41.2
- Homes lived in by their owners
- 69%
- Vehicles per household
- 1.7
- Land area
- 509 sq. mi.
- People per square mile
- 1,958
- Median household income
- $82,936+23.0% vs. 2015–2019, before inflation
- Average household income
- $123,036
- Median home value
- $276,800
- Jobs located here
- 655,776
- Daytime population
- 1,175,839Residents who don’t work, plus everyone whose job is here
Looking at a specific site in St. Louis County?
These figures cover the whole county. 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 St. Louis County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Missouri 8
- St. Louis city, MO288,512 people
- St. Charles County, MO414,535 people
- Jefferson County, MO229,458 people
- Franklin County, MO105,950 people
- Lincoln County, MO63,057 people
- Warren County, MO37,177 people
- Ste. Genevieve County, MO18,571 people
- Washington County, MO23,470 people
Questions
How fast is St. Louis County, MO growing?
Population estimates put St. Louis County at 990,911 people in 2025, down 1.2% since 2020, against +3.1% for the U.S. It has 413,849 households. Against the 2015–2019 survey, median household income rose 23.0%, before inflation.
How much do households in St. Louis County, MO spend?
Households in St. Louis County spend about $6.2B a year on rent and homeowner costs, $2.6B on groceries and $1.8B on food away from home. Relative to the U.S., household spending in St. Louis County runs highest on medical and dental services (an index of 120, where 100 is the U.S. average) and lowest on vehicle insurance (76).
Which business types have the highest market scores in St. Louis County, MO?
Of the business types scored in St. Louis County, convenience stores (74), barbershops (70) and grocery and convenience stores (70) have the highest Groundwork market scores. For convenience stores, that ranks #315 of 2,261 scored counties.
How does St. Louis County, MO compare with the U.S.?
Median household income in St. Louis County is $82,936, 3% above the U.S. median of $80,734. The population fell 1.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $276,800, against $332,700 for the U.S. Against the U.S., map listings per household run highest for mortgage brokers and lenders (67% above the U.S. rate) and lowest for coffee shops and cafes (29% 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. All 56 business types have a score in St. Louis County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in St. Louis County. 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 St. Louis County?
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 St. Louis County. 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.