Small-town market profile · Ohio
Wooster, OH area market data
Population, household spending and competition for 56 business types in the Wooster area, each scored against other small-town markets.
- Population, 2025
- 116,758
- −0.1% since 2020
- Households
- 44,365
- Median household income
- $73,574
- +26.2% vs. 2015–2019, before inflation
- Median home value
- $222,100
- Jobs located here
- 48,576
- Highest market score
- 86
- Physical therapy, #5 of 400 scored small-town markets
A site report maps the competitors on map listings around any address in the Wooster area by name and distance, and the households and spending within reach. Or open the report at the center of the Wooster 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 116,758 people live in the Wooster area, in 44,365 households. Between 2020 and 2025, the population of the Wooster area declined 0.1%, against +3.1% for the U.S. The median household income in the Wooster area is $73,574 a year, 9% below the U.S. median of $80,734. That rose 26.2% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Wooster area spend the most on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and the least on child care and other personal services (64).
The highest Groundwork market scores in the Wooster area are for physical therapy clinics (86), sit-down restaurants (80) and nail salons (78). The Wooster area ranks #5 of 400 scored small-town markets for physical therapy clinics.
The Wooster area is made up of one county, Wayne County. For its number of households, the Wooster area has the most map listings, relative to the U.S., for electricians (64% above the U.S. rate) and the fewest for real estate agents and brokers (53% below the U.S. rate).
All 56 business types in the Wooster area
Highest Groundwork market score first. Each score compares the Wooster 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 |
|---|---|---|---|---|---|---|---|
| Physical therapy | 86 | #5 of 400 | 6 | 1.4 | $10.2M | 423 | 5 |
| Sit-down restaurants | 80 | #17 of 538 | 150 | 33.8 | $1.1M | 167 | 56 |
| Nail salons | 78 | #13 of 387 | 7 | 1.6 | $6.1M | 365 | Under 3 |
| Martial arts and dance studios | 77 | #16 of 378 | 13 | 2.9 | $2.8M | 140 | 3 |
| Convenience stores | 77 | #42 of 529 | 34 | 7.7 | $7.8M | 99 | 4 |
| Restaurants and cafes | 76 | #43 of 538 | 321 | 72.4 | $518K | 140 | 164 |
| Tire shops | 76 | #44 of 431 | 11 | 2.5 | $4.3M | 170 | 6 |
| Collision repair and body shops | 75 | #34 of 387 | 11 | 2.5 | $4.3M | 138 | 7 |
| Pet grooming and boarding | 73 | #40 of 387 | 16 | 3.6 | $2.2M | 88 | 4 |
| Salons, barbers and spas | 72 | #35 of 538 | 127 | 28.6 | $336K | 158 | 23 |
| Chiropractors | 72 | #38 of 426 | 19 | 4.3 | $3.2M | 134 | 11 |
| Property management | 71 | #19 of 180 | 6 | 1.4 | Index only | 183 | 4 |
| Hair salons | 71 | #50 of 538 | 78 | 17.6 | $548K | 127 | 14 |
| Doctors, dentists and clinics | 71 | #79 of 538 | 196 | 44.2 | $311K | 204 | 112 |
| Spas and skin care | 68 | #75 of 504 | 25 | 5.6 | $1.7M | 195 | 7 |
| Child care and preschools | 68 | #85 of 454 | 14 | 3.2 | $1.2M | 118 | 16 |
| Barbershops | 67 | #86 of 377 | 16 | 3.6 | $2.7M | 142 | Under 3 |
| Primary care and pediatrics | 66 | #109 of 458 | 22 | 5.0 | $2.8M | 156 | 55 |
| Optometrists and eye care | 65 | #83 of 400 | 16 | 3.6 | $3.8M | 122 | 10 |
| Clothing, shoes and laundry | 65 | #138 of 536 | 81 | 18.3 | $1M | 118 | 14 |
| Clothing and shoe stores | 65 | #142 of 536 | 57 | 12.8 | $1.5M | 116 | 14 |
| Funeral homes | 64 | #94 of 365 | 14 | 3.2 | $489K | 72 | 8 |
| Car washes and detailing | 64 | #110 of 441 | 12 | 2.7 | $3.9M | 155 | 9 |
| Gyms, studios and classes | 63 | #120 of 535 | 52 | 11.7 | $706K | 107 | 12 |
| Coffee shops and cafes | 62 | #132 of 529 | 27 | 6.1 | $6.2M | 166 | 28 |
| Dentists and orthodontists | 62 | #147 of 526 | 39 | 8.8 | $1.6M | 159 | 31 |
| Auto repair shops | 61 | #158 of 538 | 95 | 21.4 | $493K | 111 | 47 |
| Fast food and sandwich shops | 61 | #167 of 537 | 57 | 12.8 | $2.9M | 96 | 79 |
| Gas stations | 60 | #165 of 536 | 55 | 12.4 | $2.2M | 91 | 41 |
| Auto repair and car care | 60 | #178 of 538 | 165 | 37.2 | $284K | 106 | 68 |
| Real estate agents and brokers | 59 | #145 of 533 | 64 | 14.4 | Index only | 175 | 17 |
| Real estate | 57 | #167 of 536 | 86 | 19.4 | Index only | 164 | 29 |
| Pizza | 56 | #193 of 520 | 41 | 9.2 | $4.1M | 80 | 79 |
| Pet stores | 55 | #85 of 220 | 11 | 2.5 | $3.3M | 72 | 5 |
| Veterinarians | 55 | #162 of 398 | 17 | 3.8 | $2.1M | 78 | 14 |
| Gyms | 55 | #207 of 506 | 36 | 8.1 | $1M | 78 | 9 |
| Grocery and convenience stores | 55 | #239 of 538 | 96 | 21.6 | $2.7M | 81 | 32 |
| House cleaning | 54 | #55 of 142 | 9 | 2.0 | $5.9M | 92 | 16 |
| Laundromats | 54 | #62 of 150 | 11 | 2.5 | $7.6M | 61 | Under 3 |
| Mortgage brokers and lenders | 54 | #78 of 177 | 14 | 3.2 | Index only | 111 | 3 |
| Bakeries and dessert shops | 53 | #222 of 507 | 36 | 8.1 | $4.6M | 111 | 28 |
| Grocery stores | 45 | #313 of 506 | 33 | 7.4 | $8M | 86 | 28 |
| Pet businesses | 42 | #365 of 527 | 65 | 14.7 | $553K | 63 | 23 |
| Electricians | 40 | #206 of 295 | 18 | 4.1 | $6.5M | 54 | 39 |
| Lawn, cleaning and pest control | 40 | #321 of 481 | 36 | 8.1 | $1.5M | 88 | 62 |
| Insurance agencies | 38 | #368 of 537 | 61 | 13.7 | $1.2M | 95 | 37 |
| Landscaping and lawn care | 35 | #303 of 399 | 26 | 5.9 | $2M | 70 | 46 |
| HVAC and plumbing | 34 | #391 of 476 | 39 | 8.8 | $3M | 63 | 47 |
| Roofing and gutters | 31 | #245 of 288 | 21 | 4.7 | $5.6M | 66 | 22 |
| Home repair trades | 30 | #473 of 526 | 78 | 17.6 | $1.5M | 62 | 108 |
| Oil change and quick lube | Not scored | Not scored | 3 | 0.7 | $15.6M | 114 | 5 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 0.7 | $12.2M | 301 | 9 |
| Dry cleaners | Not scored | Not scored | 2 | 0.5 | $42.1M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.5 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.2 | $53.1M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Wooster 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 | $46.9M | $1,056 | 110 |
| Gasoline and other fuels | $119.3M | $2,689 | 104 |
| Food away from home | $166.3M | $3,748 | 92 |
| Groceries | $263.9M | $5,949 | 94 |
| Personal care products and services | $42.7M | $963 | 96 |
| Child care and other personal services | $16.5M | $372 | 64 |
| Memberships, classes and admissions | $36.7M | $828 | 84 |
| Medical and dental services | $60.9M | $1,374 | 107 |
| Pets | $35.9M | $810 | 89 |
| Clothing, shoes and related services | $84.1M | $1,896 | 92 |
| Vehicle insurance | $72.6M | $1,637 | 84 |
| Home repairs, maintenance and insurance | $117.6M | $2,650 | 88 |
| Lawn care, cleaning and other household services | $53.1M | $1,196 | 85 |
| Rent and homeowner costs | $609.1M | $13,730 | 82 |
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 Wooster area
- Population, 2025 estimate
- 116,758−0.1% since 2020
- Households
- 44,365
- Median age
- 39.4
- Homes lived in by their owners
- 77%
- Vehicles per household
- 1.8
- Land area
- 555 sq. mi.
- People per square mile
- 210
- Median household income
- $73,574+26.2% vs. 2015–2019, before inflation
- Average household income
- $91,644
- Median home value
- $222,100
- Jobs located here
- 48,576
- Daytime population
- 113,893Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Wooster 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 Wooster 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 Wooster area 1
- Wayne County, OH116,588 people
Other markets based in Ohio 12
- Cincinnati, OH-KY-IN metro area2,270,706 people
- Columbus, OH metro area2,175,788 people
- Cleveland, OH metro area2,171,526 people
- Dayton-Kettering-Beavercreek, OH metro area816,080 people
- Akron, OH metro area699,820 people
- Toledo, OH metro area602,322 people
- Youngstown-Warren, OH metro area427,420 people
- Canton-Massillon, OH metro area400,372 people
- Springfield, OH metro area135,158 people
- Mansfield, OH metro area125,099 people
- Sandusky, OH metro area114,575 people
- Lima, OH metro area101,348 people
Questions
How fast is the Wooster, OH area growing?
Population estimates put the Wooster area at 116,758 people in 2025, down 0.1% since 2020, against +3.1% for the U.S. It has 44,365 households. Against the 2015–2019 survey, median household income rose 26.2%, before inflation.
How much do households in the Wooster, OH area spend?
Households in the Wooster area spend about $609.1M a year on rent and homeowner costs, $263.9M on groceries and $166.3M on food away from home. Relative to the U.S., household spending in the Wooster area runs highest on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and lowest on child care and other personal services (64).
Which business types have the highest market scores in the Wooster, OH area?
Of the business types scored in the Wooster area, physical therapy clinics (86), sit-down restaurants (80) and nail salons (78) have the highest Groundwork market scores. For physical therapy clinics, that ranks #5 of 400 scored small-town markets.
How does the Wooster, OH area compare with the U.S.?
Median household income in the Wooster area is $73,574, 9% below the U.S. median of $80,734. The population fell 0.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $222,100, against $332,700 for the U.S. Against the U.S., map listings per household run highest for electricians (64% above the U.S. rate) and lowest for real estate agents and brokers (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. 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. 50 of the 56 business types have a score in the Wooster 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 Wooster 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 Wooster 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 Wooster 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.