Metro area profile · Montana
Missoula, MT metro area market data
How the Missoula metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 128,698
- +4.7% since 2020
- Households
- 54,829
- Median household income
- $74,989
- Median home value
- $466,400
- Jobs located here
- 67,485
- Highest market score
- 76
- Pizza, #22 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Missoula metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Missoula 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
The Missoula metro area has an estimated 128,698 people and 54,829 households. Population estimates put the population change in the Missoula metro area from 2020 to 2025 at +4.7%, faster than the U.S. (+3.1%). Median household income in the Missoula metro area is $74,989, 7% below the U.S. median of $80,734.
Relative to the U.S., household spending in the Missoula metro area runs highest on vehicle maintenance and repairs (an index of 112, where 100 is the U.S. average) and lowest on clothing, shoes and related services (85).
Of the business types scored in the Missoula metro area, pizza places (76), convenience stores (74) and nail salons (72) have the highest Groundwork market scores. For pizza places, that ranks #22 of 387 scored metro areas.
The Missoula metro area takes in 2 counties: Missoula County and Mineral County. Against the U.S., map listings per household run highest for urgent care and walk-in clinics (4 times the U.S. rate) and lowest for barbershops (42% below the U.S. rate).
All 56 business types in the Missoula metro area
Highest Groundwork market score first. Each score compares the Missoula 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 |
|---|---|---|---|---|---|---|---|
| Pizza | 76 | #22 of 387 | 30 | 5.5 | $7M | 137 | 100 |
| Convenience stores | 74 | #42 of 387 | 34 | 6.2 | $9.6M | 122 | 3 |
| Nail salons | 72 | #28 of 387 | 22 | 4.0 | $2.4M | 146 | 7 |
| Funeral homes | 72 | #62 of 377 | 5 | 0.9 | $1.3M | 195 | 3 |
| Tire shops | 71 | #57 of 386 | 9 | 1.6 | $6.5M | 260 | 11 |
| Sit-down restaurants | 67 | #63 of 387 | 253 | 46.1 | $827K | 125 | 99 |
| Grocery and convenience stores | 66 | #87 of 387 | 90 | 16.4 | $3.6M | 107 | 23 |
| Pet stores | 65 | #87 of 382 | 11 | 2.0 | $4.7M | 104 | 4 |
| Barbershops | 64 | #83 of 387 | 17 | 3.1 | $3.2M | 168 | 4 |
| Pet grooming and boarding | 64 | #90 of 386 | 19 | 3.5 | $2.7M | 107 | 12 |
| Car washes and detailing | 63 | #97 of 387 | 19 | 3.5 | $3.1M | 122 | 12 |
| Fast food and sandwich shops | 60 | #136 of 387 | 77 | 14.0 | $2.7M | 89 | 100 |
| Hair salons | 59 | #109 of 387 | 103 | 18.8 | $521K | 121 | 47 |
| Auto repair and car care | 57 | #141 of 387 | 189 | 34.5 | $310K | 115 | 120 |
| Optometrists and eye care | 56 | #131 of 386 | 19 | 3.5 | $3.6M | 116 | 12 |
| Collision repair and body shops | 54 | #170 of 381 | 17 | 3.1 | $3.4M | 112 | 17 |
| Grocery stores | 54 | #177 of 387 | 34 | 6.2 | $9.6M | 103 | 20 |
| Martial arts and dance studios | 53 | #158 of 387 | 28 | 5.1 | $2M | 101 | 24 |
| Pet businesses | 53 | #173 of 387 | 65 | 11.9 | $797K | 91 | 35 |
| Auto repair shops | 53 | #181 of 387 | 120 | 21.9 | $488K | 110 | 84 |
| Pest control | 51 | #167 of 345 | 9 | 1.6 | $7.8M | 76 | 5 |
| Salons, barbers and spas | 51 | #179 of 387 | 232 | 42.3 | $231K | 109 | 82 |
| Mortgage brokers and lenders | 49 | #192 of 373 | 23 | 4.2 | Index only | 107 | 16 |
| Restaurants and cafes | 49 | #198 of 387 | 574 | 104.7 | $365K | 98 | 250 |
| Gyms | 49 | #202 of 387 | 49 | 8.9 | $1.2M | 89 | 28 |
| Laundromats | 48 | #187 of 364 | 7 | 1.3 | $13.7M | 110 | 4 |
| Dentists and orthodontists | 48 | #201 of 387 | 65 | 11.9 | $1.1M | 108 | 64 |
| Gyms, studios and classes | 47 | #218 of 387 | 96 | 17.5 | $592K | 89 | 52 |
| Bakeries and dessert shops | 47 | #222 of 387 | 47 | 8.6 | $4.5M | 107 | 51 |
| Veterinarians | 44 | #237 of 384 | 24 | 4.4 | $2.2M | 79 | 19 |
| Child care and preschools | 44 | #240 of 387 | 41 | 7.5 | $843K | 84 | 72 |
| Primary care and pediatrics | 44 | #251 of 387 | 56 | 10.2 | $1.2M | 69 | 76 |
| Property management | 43 | #248 of 374 | 26 | 4.7 | Index only | 67 | 30 |
| Roofing and gutters | 43 | #255 of 381 | 24 | 4.4 | $6.3M | 74 | 12 |
| Oil change and quick lube | 41 | #199 of 290 | 6 | 1.1 | $9.8M | 71 | 13 |
| Real estate | 40 | #280 of 387 | 248 | 45.2 | Index only | 89 | 202 |
| Real estate agents and brokers | 40 | #284 of 387 | 193 | 35.2 | Index only | 91 | 123 |
| Clothing, shoes and laundry | 39 | #275 of 387 | 131 | 23.9 | $733K | 83 | 49 |
| Insurance agencies | 38 | #265 of 387 | 95 | 17.3 | $1.1M | 89 | 67 |
| Clothing and shoe stores | 38 | #279 of 387 | 89 | 16.2 | $1.1M | 85 | 45 |
| Home inspectors | 37 | #181 of 243 | 6 | 1.1 | Index only | 61 | 8 |
| Yoga, Pilates and fitness studios | 37 | #293 of 347 | 19 | 3.5 | $3M | 74 | 28 |
| Landscaping and lawn care | 34 | #286 of 385 | 33 | 6.0 | $2.1M | 72 | 81 |
| Gas stations | 34 | #299 of 387 | 96 | 17.5 | $1.6M | 65 | 58 |
| HVAC and plumbing | 33 | #328 of 387 | 42 | 7.7 | $3.6M | 76 | 71 |
| Doctors, dentists and clinics | 32 | #337 of 387 | 607 | 110.7 | $113K | 74 | 240 |
| Home repair trades | 32 | #340 of 387 | 87 | 15.9 | $1.7M | 72 | 139 |
| Spas and skin care | 32 | #355 of 387 | 80 | 14.6 | $671K | 77 | 23 |
| Coffee shops and cafes | 29 | #345 of 387 | 100 | 18.2 | $2.1M | 57 | 51 |
| Electricians | 29 | #347 of 383 | 21 | 3.8 | $7.2M | 60 | 56 |
| Chiropractors | 28 | #352 of 386 | 53 | 9.7 | $1.3M | 54 | 30 |
| Physical therapy | 26 | #359 of 386 | 66 | 12.0 | $1M | 43 | 48 |
| Lawn, cleaning and pest control | 26 | #360 of 387 | 66 | 12.0 | $1.1M | 63 | 155 |
| Urgent care and walk-in clinics | 25 | #185 of 197 | 11 | 2.0 | $6.3M | 25 | 10 |
| House cleaning | 22 | #360 of 375 | 24 | 4.4 | $2.9M | 46 | 69 |
| Dry cleaners | Not scored | Not scored | 1 | 0.2 | $96M | Too few | Under 3 |
Household spending in the Missoula 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 | $58.6M | $1,069 | 112 |
| Gasoline and other fuels | $149.9M | $2,734 | 105 |
| Food away from home | $209.3M | $3,817 | 94 |
| Groceries | $325.7M | $5,939 | 94 |
| Personal care products and services | $53.7M | $979 | 97 |
| Child care and other personal services | $34.6M | $630 | 109 |
| Memberships, classes and admissions | $56.8M | $1,036 | 105 |
| Medical and dental services | $68.8M | $1,256 | 97 |
| Pets | $51.8M | $945 | 104 |
| Clothing, shoes and related services | $96M | $1,750 | 85 |
| Vehicle insurance | $106.1M | $1,935 | 99 |
| Home repairs, maintenance and insurance | $151.2M | $2,757 | 91 |
| Lawn care, cleaning and other household services | $70M | $1,277 | 90 |
| Rent and homeowner costs | $961.4M | $17,534 | 105 |
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 Missoula metro area
- Population, 2025 estimate
- 128,698+4.7% since 2020
- Households
- 54,829
- Median age
- 39.1
- Homes lived in by their owners
- 60%
- Vehicles per household
- 1.9
- Land area
- 3,813 sq. mi.
- People per square mile
- 33
- Median household income
- $74,989
- Average household income
- $102,725
- Median home value
- $466,400
- Jobs located here
- 67,485
- Daytime population
- 132,972Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Missoula 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 Missoula 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 Missoula metro area 2
- Missoula County, MT120,672 people
- Mineral County, MT4,959 people
Other markets based in Montana 6
- Billings, MT metro area189,255 people
- Bozeman, MT metro area124,074 people
- Helena, MT metro area93,906 people
- Great Falls, MT metro area84,606 people
- Kalispell, MT area110,695 people
- Butte-Silver Bow, MT area35,785 people
Questions
How fast is the Missoula, MT metro area growing?
Population estimates put the Missoula metro area at 128,698 people in 2025, up 4.7% since 2020, faster than the U.S. (+3.1%). It has 54,829 households.
How much do households in the Missoula, MT metro area spend?
Households in the Missoula metro area spend about $961.4M a year on rent and homeowner costs, $325.7M on groceries and $209.3M on food away from home. Set against the U.S., households in the Missoula metro area spend the most on vehicle maintenance and repairs (an index of 112, where 100 is the U.S. average) and the least on clothing, shoes and related services (85).
Which business types have the highest market scores in the Missoula, MT metro area?
The highest Groundwork market scores in the Missoula metro area are for pizza places (76), convenience stores (74) and nail salons (72). The Missoula metro area ranks #22 of 387 scored metro areas for pizza places.
How does the Missoula, MT metro area compare with the U.S.?
The median household income in the Missoula metro area is $74,989 a year, 7% below the U.S. median of $80,734. The population rose 4.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $466,400, against $332,700 for the U.S. For its number of households, the Missoula metro area has the most map listings, relative to the U.S., for urgent care and walk-in clinics (4 times the U.S. rate) and the fewest for barbershops (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. 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 the Missoula 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 Missoula 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 Missoula 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 Missoula 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.