Small-town market profile · Missouri
West Plains, MO area market data
Population, household spending and competition for 56 business types in the West Plains area, each scored against other small-town markets.
- Population, 2025
- 40,798
- +2.5% since 2020
- Households
- 15,965
- Median household income
- $50,993
- +32.9% vs. 2015–2019, before inflation
- Median home value
- $173,000
- Jobs located here
- 15,317
- Highest market score
- 75
- Dentists and orthodontists, #52 of 526 scored small-town markets
A site report maps the competitors on map listings around any address in the West Plains area by name and distance, and the households and spending within reach. Or open the report at the center of the West Plains 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 40,798 people live in the West Plains area, in 15,965 households. Population estimates put the population change in the West Plains area from 2020 to 2025 at +2.5%, slower than the U.S. (+3.1%). The median household income in the West Plains area is $50,993 a year, 37% below the U.S. median of $80,734. That rose 32.9% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the West Plains area spend the most on vehicle maintenance and repairs (an index of 115, 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 West Plains area are for dentists and orthodontists (75), nail salons (62) and convenience stores (62). The West Plains area ranks #52 of 526 scored small-town markets for dentists and orthodontists.
The West Plains area is made up of one county, Howell County. For its number of households, the West Plains area has the most map listings, relative to the U.S., for tire shops (2.6 times the U.S. rate) and the fewest for dentists and orthodontists (52% below the U.S. rate).
All 56 business types in the West Plains area
Highest Groundwork market score first. Each score compares the West Plains 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 |
|---|---|---|---|---|---|---|---|
| Dentists and orthodontists | 75 | #52 of 526 | 10 | 6.3 | $1.9M | 190 | 8 |
| Nail salons | 62 | #112 of 387 | 5 | 3.1 | $2.6M | 154 | Under 3 |
| Convenience stores | 62 | #155 of 529 | 10 | 6.3 | $8.5M | 107 | Under 3 |
| Grocery and convenience stores | 57 | #218 of 538 | 33 | 20.7 | $2.6M | 76 | 6 |
| Gas stations | 54 | #223 of 536 | 24 | 15.0 | $1.9M | 80 | 24 |
| Martial arts and dance studios | 53 | #165 of 378 | 5 | 3.1 | $1.9M | 96 | Under 3 |
| Electricians | 50 | #160 of 295 | 6 | 3.8 | $5.9M | 49 | 3 |
| Landscaping and lawn care | 49 | #197 of 399 | 8 | 5.0 | $2M | 70 | 7 |
| Hair salons | 49 | #288 of 538 | 39 | 24.4 | $330K | 77 | 3 |
| Pet grooming and boarding | 47 | #219 of 387 | 6 | 3.8 | $1.8M | 69 | Under 3 |
| HVAC and plumbing | 47 | #269 of 476 | 9 | 5.6 | $4M | 83 | 12 |
| Fast food and sandwich shops | 46 | #315 of 537 | 22 | 13.8 | $2.2M | 74 | 26 |
| Car washes and detailing | 44 | #270 of 441 | 9 | 5.6 | $2M | 78 | 6 |
| Lawn, cleaning and pest control | 44 | #287 of 481 | 14 | 8.8 | $1.2M | 70 | 7 |
| Grocery stores | 44 | #323 of 506 | 12 | 7.5 | $7M | 76 | 6 |
| Restaurants and cafes | 43 | #347 of 538 | 146 | 91.5 | $338K | 91 | 66 |
| Salons, barbers and spas | 42 | #371 of 538 | 71 | 44.5 | $181K | 85 | 8 |
| Coffee shops and cafes | 41 | #362 of 529 | 17 | 10.6 | $2.9M | 78 | 7 |
| Collision repair and body shops | 39 | #279 of 387 | 8 | 5.0 | $2.2M | 71 | 13 |
| Physical therapy | 39 | #284 of 400 | 9 | 5.6 | $2.1M | 86 | 13 |
| Primary care and pediatrics | 39 | #325 of 458 | 18 | 11.3 | $1M | 58 | 21 |
| Bakeries and dessert shops | 39 | #372 of 507 | 15 | 9.4 | $3.3M | 79 | 7 |
| Barbershops | 38 | #266 of 377 | 9 | 5.6 | $1.4M | 76 | Under 3 |
| Chiropractors | 38 | #305 of 426 | 10 | 6.3 | $1.9M | 78 | 9 |
| Home repair trades | 38 | #405 of 526 | 24 | 15.0 | $1.5M | 61 | 18 |
| Doctors, dentists and clinics | 37 | #392 of 538 | 132 | 82.7 | $142K | 93 | 58 |
| Sit-down restaurants | 36 | #415 of 538 | 81 | 50.7 | $610K | 92 | 32 |
| Gyms, studios and classes | 36 | #428 of 535 | 21 | 13.2 | $459K | 69 | Under 3 |
| Laundromats | 34 | #120 of 150 | 5 | 3.1 | $5.2M | 42 | Under 3 |
| Pizza | 34 | #423 of 520 | 25 | 15.7 | $2M | 39 | 26 |
| Auto repair and car care | 33 | #433 of 538 | 94 | 58.9 | $187K | 70 | 56 |
| Tire shops | 32 | #350 of 431 | 16 | 10.0 | $1.1M | 44 | 7 |
| Auto repair shops | 32 | #453 of 538 | 61 | 38.2 | $288K | 65 | 39 |
| Gyms | 31 | #435 of 506 | 15 | 9.4 | $643K | 49 | Under 3 |
| Clothing, shoes and laundry | 31 | #438 of 536 | 44 | 27.6 | $592K | 67 | 15 |
| Roofing and gutters | 30 | #253 of 288 | 9 | 5.6 | $4M | 47 | 3 |
| Clothing and shoe stores | 29 | #454 of 536 | 36 | 22.5 | $724K | 57 | 15 |
| Spas and skin care | 29 | #458 of 504 | 17 | 10.6 | $756K | 86 | 5 |
| Child care and preschools | 26 | #402 of 454 | 10 | 6.3 | $456K | 46 | 11 |
| Insurance agencies | 25 | #469 of 537 | 39 | 24.4 | $716K | 57 | 25 |
| Pet businesses | 24 | #497 of 527 | 38 | 23.8 | $277K | 32 | 9 |
| Real estate agents and brokers | 23 | #525 of 533 | 52 | 32.6 | Index only | 68 | 15 |
| Pet stores | 22 | #201 of 220 | 8 | 5.0 | $1.3M | 29 | Under 3 |
| Real estate | 22 | #530 of 536 | 65 | 40.7 | Index only | 68 | 25 |
| Mortgage brokers and lenders | 19 | #173 of 177 | 9 | 5.6 | Index only | 55 | Under 3 |
| Veterinarians | 17 | #387 of 398 | 13 | 8.1 | $810K | 30 | 9 |
| Funeral homes | Not scored | Not scored | 4 | 2.5 | $617K | 91 | 6 |
| Property management | Not scored | Not scored | 4 | 2.5 | Index only | 86 | 3 |
| House cleaning | Not scored | Not scored | 3 | 1.9 | $5.5M | 85 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 3 | 1.9 | $6.2M | 199 | 4 |
| Pest control | Not scored | Not scored | 3 | 1.9 | $5.5M | 53 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $17.6M | Too few | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.6 | $9.6M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | 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 | 3 |
Household spending in the West Plains 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 | $17.6M | $1,101 | 115 |
| Gasoline and other fuels | $45.9M | $2,877 | 111 |
| Food away from home | $49.4M | $3,094 | 76 |
| Groceries | $84.6M | $5,299 | 84 |
| Personal care products and services | $12.9M | $805 | 80 |
| Child care and other personal services | $4.6M | $286 | 49 |
| Memberships, classes and admissions | $9.6M | $604 | 61 |
| Medical and dental services | $18.7M | $1,172 | 91 |
| Pets | $10.5M | $660 | 73 |
| Clothing, shoes and related services | $26.1M | $1,633 | 79 |
| Vehicle insurance | $27.9M | $1,748 | 89 |
| Home repairs, maintenance and insurance | $35.6M | $2,230 | 74 |
| Lawn care, cleaning and other household services | $16.4M | $1,026 | 73 |
| Rent and homeowner costs | $191.6M | $12,000 | 72 |
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 West Plains area
- Population, 2025 estimate
- 40,798+2.5% since 2020
- Households
- 15,965
- Median age
- 41.7
- Homes lived in by their owners
- 70%
- Vehicles per household
- 2.0
- Land area
- 927 sq. mi.
- People per square mile
- 44
- Median household income
- $50,993+32.9% vs. 2015–2019, before inflation
- Average household income
- $66,539
- Median home value
- $173,000
- Jobs located here
- 15,317
- Daytime population
- 40,659Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the West Plains 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 West Plains 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 West Plains area 1
- Howell County, MO40,383 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 West Plains, MO area growing?
Population estimates put the West Plains area at 40,798 people in 2025, up 2.5% since 2020, slower than the U.S. (+3.1%). It has 15,965 households. Against the 2015–2019 survey, median household income rose 32.9%, before inflation.
How much do households in the West Plains, MO area spend?
Households in the West Plains area spend about $191.6M a year on rent and homeowner costs, $84.6M on groceries and $49.4M on food away from home. Relative to the U.S., household spending in the West Plains area runs highest on vehicle maintenance and repairs (an index of 115, 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 West Plains, MO area?
Of the business types scored in the West Plains area, dentists and orthodontists (75), nail salons (62) and convenience stores (62) have the highest Groundwork market scores. For dentists and orthodontists, that ranks #52 of 526 scored small-town markets.
How does the West Plains, MO area compare with the U.S.?
Median household income in the West Plains area is $50,993, 37% below the U.S. median of $80,734. The population rose 2.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $173,000, against $332,700 for the U.S. Against the U.S., map listings per household run highest for tire shops (2.6 times the U.S. rate) and lowest for dentists and orthodontists (52% 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. 46 of the 56 business types have a score in the West Plains 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 West Plains 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 West Plains 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 West Plains 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.