County profile · Montana
Missoula County, MT market data
How Missoula County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 123,513
- +4.4% since 2020
- Households
- 52,679
- Median household income
- $75,598
- +39.8% vs. 2015–2019, before inflation
- Median home value
- $472,100
- Jobs located here
- 66,258
- Highest market score
- 78
- Convenience stores, #222 of 2,261 scored counties
A site report maps the competitors on map listings around any address in Missoula County by name and distance, and the households and spending within reach. Or open the report at the center of Missoula 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
Missoula County has an estimated 123,513 people and 52,679 households. Population estimates put the population change in Missoula County from 2020 to 2025 at +4.4%, faster than the U.S. (+3.1%). Median household income in Missoula County is $75,598, 6% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 39.8%, before inflation.
Relative to the U.S., household spending in Missoula County runs highest on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and lowest on clothing, shoes and related services (86).
Of the business types scored in Missoula County, convenience stores (78), grocery and convenience stores (78) and nail salons (73) have the highest Groundwork market scores. For convenience stores, that ranks #222 of 2,261 scored counties.
Missoula County is part of the Missoula metro area. Against the U.S., map listings per household run highest for urgent care and walk-in clinics (4.2 times the U.S. rate) and lowest for barbershops (43% below the U.S. rate).
All 56 business types in Missoula County
Highest Groundwork market score first. Each score compares Missoula 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 | 78 | #222 of 2,261 | 32 | 6.1 | $9.8M | 124 | Under 3 |
| Grocery and convenience stores | 78 | #228 of 2,402 | 84 | 15.9 | $3.7M | 110 | 21 |
| Nail salons | 73 | #117 of 1,328 | 22 | 4.2 | $2.4M | 141 | 7 |
| Funeral homes | 73 | #174 of 1,472 | 5 | 0.9 | $1.2M | 184 | 3 |
| Tire shops | 73 | #197 of 1,530 | 9 | 1.7 | $6.2M | 248 | 11 |
| Pet stores | 72 | #142 of 974 | 10 | 1.9 | $5M | 110 | 4 |
| Pizza | 71 | #265 of 2,090 | 30 | 5.7 | $6.7M | 132 | 99 |
| Barbershops | 69 | #254 of 1,356 | 16 | 3.0 | $3.2M | 172 | 4 |
| Pet grooming and boarding | 69 | #258 of 1,461 | 19 | 3.6 | $2.6M | 103 | 12 |
| Grocery stores | 68 | #461 of 2,070 | 31 | 5.9 | $10.1M | 109 | 19 |
| Sit-down restaurants | 63 | #622 of 2,405 | 245 | 46.5 | $824K | 124 | 94 |
| Pet businesses | 62 | #583 of 2,200 | 63 | 12.0 | $793K | 90 | 34 |
| Car washes and detailing | 61 | #434 of 1,451 | 19 | 3.6 | $2.9M | 117 | 12 |
| Collision repair and body shops | 59 | #453 of 1,327 | 17 | 3.2 | $3.3M | 107 | 17 |
| Optometrists and eye care | 58 | #464 of 1,302 | 19 | 3.6 | $3.5M | 112 | 12 |
| Laundromats | 57 | #301 of 785 | 6 | 1.1 | $15.4M | 123 | 4 |
| Martial arts and dance studios | 56 | #494 of 1,334 | 27 | 5.1 | $2M | 101 | 24 |
| Veterinarians | 56 | #592 of 1,485 | 24 | 4.6 | $2.1M | 77 | 18 |
| Hair salons | 56 | #870 of 2,339 | 103 | 19.6 | $503K | 117 | 47 |
| Fast food and sandwich shops | 56 | #925 of 2,222 | 76 | 14.4 | $2.7M | 87 | 99 |
| Auto repair and car care | 55 | #963 of 2,401 | 183 | 34.7 | $306K | 114 | 117 |
| Pest control | 54 | #300 of 699 | 9 | 1.7 | $7.5M | 73 | 4 |
| Auto repair shops | 53 | #1,051 of 2,378 | 115 | 21.8 | $486K | 109 | 81 |
| Gyms | 51 | #880 of 1,792 | 49 | 9.3 | $1.1M | 86 | 28 |
| Gas stations | 51 | #1,136 of 2,358 | 84 | 15.9 | $1.7M | 71 | 53 |
| Restaurants and cafes | 51 | #1,157 of 2,405 | 552 | 104.8 | $366K | 99 | 242 |
| Child care and preschools | 49 | #848 of 1,611 | 41 | 7.8 | $817K | 82 | 71 |
| Bakeries and dessert shops | 49 | #962 of 1,889 | 47 | 8.9 | $4.3M | 104 | 49 |
| Mortgage brokers and lenders | 48 | #475 of 887 | 23 | 4.4 | Index only | 103 | 16 |
| Roofing and gutters | 47 | #664 of 1,177 | 24 | 4.6 | $6.1M | 72 | 12 |
| Gyms, studios and classes | 47 | #1,214 of 2,088 | 95 | 18.0 | $580K | 88 | 52 |
| Property management | 45 | #539 of 910 | 26 | 4.9 | Index only | 64 | 29 |
| Salons, barbers and spas | 45 | #1,467 of 2,385 | 231 | 43.9 | $224K | 105 | 81 |
| Primary care and pediatrics | 44 | #1,053 of 1,656 | 56 | 10.6 | $1.2M | 67 | 75 |
| Dentists and orthodontists | 42 | #1,225 of 1,886 | 64 | 12.1 | $1M | 105 | 63 |
| Landscaping and lawn care | 41 | #965 of 1,493 | 32 | 6.1 | $2.1M | 72 | 80 |
| HVAC and plumbing | 41 | #1,180 of 1,707 | 42 | 8.0 | $3.5M | 73 | 69 |
| Yoga, Pilates and fitness studios | 40 | #557 of 777 | 19 | 3.6 | $2.9M | 71 | 28 |
| Clothing and shoe stores | 39 | #1,442 of 2,087 | 89 | 16.9 | $1M | 82 | 45 |
| Real estate agents and brokers | 39 | #1,656 of 2,176 | 191 | 36.3 | Index only | 89 | 120 |
| Real estate | 39 | #1,695 of 2,229 | 246 | 46.7 | Index only | 87 | 198 |
| Home inspectors | 38 | #308 of 415 | 6 | 1.1 | Index only | 59 | 8 |
| Oil change and quick lube | 38 | #350 of 479 | 6 | 1.1 | $9.3M | 68 | 13 |
| Insurance agencies | 38 | #1,550 of 2,272 | 92 | 17.5 | $1.1M | 88 | 66 |
| Clothing, shoes and laundry | 38 | #1,601 of 2,210 | 130 | 24.7 | $712K | 81 | 49 |
| Home repair trades | 37 | #1,630 of 2,057 | 87 | 16.5 | $1.7M | 69 | 136 |
| Electricians | 36 | #898 of 1,160 | 21 | 4.0 | $6.9M | 58 | 55 |
| Spas and skin care | 35 | #1,423 of 1,769 | 80 | 15.2 | $647K | 74 | 22 |
| Coffee shops and cafes | 34 | #1,635 of 2,063 | 95 | 18.0 | $2.1M | 57 | 49 |
| Chiropractors | 32 | #1,235 of 1,490 | 53 | 10.1 | $1.3M | 52 | 30 |
| Doctors, dentists and clinics | 32 | #2,032 of 2,394 | 600 | 113.9 | $111K | 73 | 237 |
| Lawn, cleaning and pest control | 29 | #1,608 of 1,771 | 65 | 12.3 | $1M | 62 | 150 |
| Physical therapy | 28 | #1,243 of 1,422 | 65 | 12.3 | $1M | 43 | 47 |
| Urgent care and walk-in clinics | 23 | #310 of 325 | 11 | 2.1 | $6M | 25 | 10 |
| House cleaning | 22 | #810 of 847 | 24 | 4.6 | $2.8M | 44 | 66 |
| Dry cleaners | Not scored | Not scored | 1 | 0.2 | $92.6M | Too few | Under 3 |
Household spending in Missoula 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 | $55.9M | $1,062 | 111 |
| Gasoline and other fuels | $142.9M | $2,712 | 104 |
| Food away from home | $201.9M | $3,833 | 94 |
| Groceries | $313.6M | $5,952 | 94 |
| Personal care products and services | $51.8M | $983 | 98 |
| Child care and other personal services | $33.5M | $636 | 110 |
| Memberships, classes and admissions | $55.1M | $1,046 | 106 |
| Medical and dental services | $66.4M | $1,260 | 98 |
| Pets | $50M | $949 | 104 |
| Clothing, shoes and related services | $92.6M | $1,757 | 86 |
| Vehicle insurance | $101.1M | $1,920 | 98 |
| Home repairs, maintenance and insurance | $145.8M | $2,768 | 92 |
| Lawn care, cleaning and other household services | $67.5M | $1,282 | 91 |
| Rent and homeowner costs | $926.6M | $17,589 | 106 |
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 Missoula County
- Population, 2025 estimate
- 123,513+4.4% since 2020
- Households
- 52,679
- Median age
- 38.7
- Homes lived in by their owners
- 59%
- Vehicles per household
- 1.9
- Land area
- 2,593 sq. mi.
- People per square mile
- 47
- Median household income
- $75,598+39.8% vs. 2015–2019, before inflation
- Average household income
- $103,306
- Median home value
- $472,100
- Jobs located here
- 66,258
- Daytime population
- 128,477Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Missoula 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 Missoula 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 Montana 8
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- Granite County, MT3,462 people
- Mineral County, MT4,959 people
- Lake County, MT32,561 people
- Powell County, MT7,053 people
- Deer Lodge County, MT9,597 people
- Sanders County, MT13,285 people
- Silver Bow County, MT35,785 people
Questions
How fast is Missoula County, MT growing?
Population estimates put Missoula County at 123,513 people in 2025, up 4.4% since 2020, faster than the U.S. (+3.1%). It has 52,679 households. Median household income rose 39.8% from the 2015–2019 survey, before inflation.
How much do households in Missoula County, MT spend?
Households in Missoula County spend about $926.6M a year on rent and homeowner costs, $313.6M on groceries and $201.9M on food away from home. Set against the U.S., households in Missoula County spend the most on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and the least on clothing, shoes and related services (86).
Which business types have the highest market scores in Missoula County, MT?
The highest Groundwork market scores in Missoula County are for convenience stores (78), grocery and convenience stores (78) and nail salons (73). Missoula County ranks #222 of 2,261 scored counties for convenience stores.
How does Missoula County, MT compare with the U.S.?
The median household income in Missoula County is $75,598 a year, 6% below the U.S. median of $80,734. The population rose 4.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $472,100, against $332,700 for the U.S. For its number of households, Missoula County has the most map listings, relative to the U.S., for urgent care and walk-in clinics (4.2 times the U.S. rate) and the fewest for barbershops (43% 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. 55 of the 56 business types have a score in Missoula 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 Missoula 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.
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Screening a site or an acquisition in Missoula 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 Missoula 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.