Small-town market profile · Oregon
Astoria, OR area market data
Population, household spending and competition for 56 business types in the Astoria area, each scored against other small-town markets.
- Population, 2025
- 40,926
- −0.6% since 2020
- Households
- 17,984
- Median household income
- $71,822
- +30.9% vs. 2015–2019, before inflation
- Median home value
- $468,300
- Jobs located here
- 17,288
- Highest market score
- 75
- Child care and preschools, #44 of 454 scored small-town markets
A site report maps the competitors on map listings around any address in the Astoria area by name and distance, and the households and spending within reach. Or open the report at the center of the Astoria 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 40,926 people live in the Astoria area, in 17,984 households. Population estimates put the population change in the Astoria area from 2020 to 2025 at −0.6%, against +3.1% for the U.S. The median household income in the Astoria area is $71,822 a year, 11% below the U.S. median of $80,734. That rose 30.9% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Astoria area spend the most on child care and other personal services (an index of 103, where 100 is the U.S. average) and the least on clothing, shoes and related services (83).
The highest Groundwork market scores in the Astoria area are for child care centers and preschools (75), physical therapy clinics (71) and nail salons (71). The Astoria area ranks #44 of 454 scored small-town markets for child care centers and preschools.
The Astoria area is made up of one county, Clatsop County. For its number of households, the Astoria area has the most map listings, relative to the U.S., for coffee shops and cafes (3.1 times the U.S. rate) and the fewest for medical and dental practices (20% below the U.S. rate).
All 56 business types in the Astoria area
Highest Groundwork market score first. Each score compares the Astoria 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 |
|---|---|---|---|---|---|---|---|
| Child care and preschools | 75 | #44 of 454 | 8 | 4.4 | $1.3M | 134 | 7 |
| Physical therapy | 71 | #48 of 400 | 5 | 2.8 | $4.4M | 185 | 4 |
| Nail salons | 71 | #50 of 387 | 5 | 2.8 | $3.4M | 205 | Under 3 |
| Gyms | 70 | #48 of 506 | 11 | 6.1 | $1.6M | 122 | 4 |
| Yoga, Pilates and fitness studios | 65 | #16 of 112 | 5 | 2.8 | $3.5M | 86 | 4 |
| Tire shops | 65 | #111 of 431 | 5 | 2.8 | $3.5M | 139 | 3 |
| Veterinarians | 64 | #95 of 398 | 5 | 2.8 | $3.3M | 122 | 7 |
| Gas stations | 63 | #129 of 536 | 18 | 10.0 | $2.5M | 104 | 12 |
| Funeral homes | 59 | #121 of 365 | 6 | 3.3 | $468K | 69 | Under 3 |
| Roofing and gutters | 58 | #95 of 288 | 5 | 2.8 | $9.6M | 114 | 4 |
| Auto repair shops | 55 | #214 of 538 | 33 | 18.3 | $528K | 119 | 22 |
| Hair salons | 55 | #221 of 538 | 47 | 26.1 | $365K | 85 | 4 |
| Auto repair and car care | 53 | #233 of 538 | 56 | 31.1 | $311K | 116 | 33 |
| Gyms, studios and classes | 53 | #236 of 535 | 25 | 13.9 | $699K | 106 | 10 |
| Optometrists and eye care | 52 | #187 of 400 | 7 | 3.9 | $3.2M | 101 | 4 |
| Martial arts and dance studios | 50 | #187 of 378 | 9 | 5.0 | $1.9M | 96 | 6 |
| Chiropractors | 50 | #216 of 426 | 9 | 5.0 | $2.5M | 103 | 6 |
| Doctors, dentists and clinics | 45 | #323 of 538 | 122 | 67.8 | $182K | 119 | 53 |
| Car washes and detailing | 44 | #265 of 441 | 7 | 3.9 | $2.5M | 99 | 5 |
| Landscaping and lawn care | 43 | #247 of 399 | 8 | 4.4 | $2.8M | 96 | 29 |
| Convenience stores | 43 | #346 of 529 | 17 | 9.5 | $6.2M | 79 | 16 |
| Insurance agencies | 42 | #337 of 537 | 26 | 14.5 | $1.2M | 97 | 15 |
| Fast food and sandwich shops | 42 | #348 of 537 | 26 | 14.5 | $2.6M | 84 | 50 |
| Pet businesses | 41 | #374 of 527 | 28 | 15.6 | $594K | 68 | 20 |
| Barbershops | 39 | #259 of 377 | 13 | 7.2 | $1.3M | 70 | Under 3 |
| Pet grooming and boarding | 39 | #273 of 387 | 11 | 6.1 | $1.5M | 59 | 7 |
| Primary care and pediatrics | 39 | #324 of 458 | 18 | 10.0 | $1.2M | 69 | 22 |
| Salons, barbers and spas | 37 | #421 of 538 | 91 | 50.6 | $189K | 89 | 15 |
| Real estate agents and brokers | 34 | #469 of 533 | 50 | 27.8 | Index only | 113 | 43 |
| Mortgage brokers and lenders | 33 | #143 of 177 | 12 | 6.7 | Index only | 66 | 4 |
| Electricians | 33 | #258 of 295 | 11 | 6.1 | $4.4M | 36 | 13 |
| Grocery stores | 33 | #408 of 506 | 17 | 9.5 | $6.2M | 67 | 11 |
| Lawn, cleaning and pest control | 33 | #408 of 481 | 16 | 8.9 | $1.4M | 84 | 44 |
| Grocery and convenience stores | 33 | #430 of 538 | 48 | 26.7 | $2.2M | 65 | 27 |
| HVAC and plumbing | 32 | #410 of 476 | 16 | 8.9 | $3M | 63 | 20 |
| Home repair trades | 31 | #466 of 526 | 32 | 17.8 | $1.5M | 62 | 37 |
| Real estate | 30 | #506 of 536 | 77 | 42.8 | Index only | 92 | 66 |
| Pest control | 29 | #71 of 85 | 5 | 2.8 | $4.5M | 44 | Under 3 |
| Property management | 29 | #161 of 180 | 14 | 7.8 | Index only | 40 | 14 |
| Dentists and orthodontists | 29 | #458 of 526 | 24 | 13.3 | $925K | 94 | 17 |
| Pet stores | 28 | #189 of 220 | 9 | 5.0 | $1.8M | 41 | 6 |
| Pizza | 28 | #469 of 520 | 25 | 13.9 | $2.7M | 53 | 50 |
| Spas and skin care | 26 | #468 of 504 | 25 | 13.9 | $687K | 78 | 9 |
| Restaurants and cafes | 23 | #500 of 538 | 434 | 241.3 | $154K | 42 | 196 |
| Sit-down restaurants | 23 | #512 of 538 | 214 | 119.0 | $312K | 47 | 100 |
| Bakeries and dessert shops | 22 | #493 of 507 | 38 | 21.1 | $1.8M | 42 | 49 |
| Coffee shops and cafes | 22 | #512 of 529 | 61 | 33.9 | $1.1M | 30 | 45 |
| Clothing, shoes and laundry | 17 | #516 of 536 | 74 | 41.1 | $415K | 47 | 39 |
| Clothing and shoe stores | 17 | #517 of 536 | 60 | 33.4 | $512K | 40 | 39 |
| Collision repair and body shops | Not scored | Not scored | 4 | 2.2 | $4.4M | 141 | 4 |
| House cleaning | Not scored | Not scored | 3 | 1.7 | $7.5M | 117 | 15 |
| Laundromats | Not scored | Not scored | 3 | 1.7 | $10.2M | 82 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.7 | $5.8M | 42 | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 3 | 1.7 | $7.4M | 30 | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Astoria 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 | $17.4M | $968 | 101 |
| Gasoline and other fuels | $44.8M | $2,494 | 96 |
| Food away from home | $66.9M | $3,718 | 91 |
| Groceries | $105.2M | $5,851 | 93 |
| Personal care products and services | $17.2M | $955 | 95 |
| Child care and other personal services | $10.7M | $596 | 103 |
| Memberships, classes and admissions | $17.5M | $972 | 99 |
| Medical and dental services | $22.2M | $1,235 | 96 |
| Pets | $16.6M | $924 | 102 |
| Clothing, shoes and related services | $30.7M | $1,708 | 83 |
| Vehicle insurance | $31.7M | $1,764 | 90 |
| Home repairs, maintenance and insurance | $48.1M | $2,672 | 89 |
| Lawn care, cleaning and other household services | $22.4M | $1,247 | 88 |
| Rent and homeowner costs | $308.2M | $17,136 | 103 |
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 Astoria area
- Population, 2025 estimate
- 40,926−0.6% since 2020
- Households
- 17,984
- Median age
- 45.7
- Homes lived in by their owners
- 63%
- Vehicles per household
- 1.8
- Land area
- 828 sq. mi.
- People per square mile
- 50
- Median household income
- $71,822+30.9% vs. 2015–2019, before inflation
- Average household income
- $97,117
- Median home value
- $468,300
- Jobs located here
- 17,288
- Daytime population
- 38,525Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Astoria 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 Astoria 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 Astoria area 1
- Clatsop County, OR41,363 people
Other markets based in Oregon 12
- Portland-Vancouver-Hillsboro, OR-WA metro area2,520,987 people
- Salem, OR metro area438,906 people
- Eugene-Springfield, OR metro area384,207 people
- Bend, OR metro area257,814 people
- Medford, OR metro area222,645 people
- Albany, OR metro area130,706 people
- Corvallis, OR metro area96,303 people
- Grants Pass, OR metro area88,179 people
- Roseburg, OR area112,072 people
- Hermiston-Pendleton, OR area92,240 people
- Klamath Falls, OR area70,247 people
- Coos Bay-North Bend, OR area64,827 people
Questions
How fast is the Astoria, OR area growing?
Population estimates put the Astoria area at 40,926 people in 2025, down 0.6% since 2020, against +3.1% for the U.S. It has 17,984 households. Against the 2015–2019 survey, median household income rose 30.9%, before inflation.
How much do households in the Astoria, OR area spend?
Households in the Astoria area spend about $308.2M a year on rent and homeowner costs, $105.2M on groceries and $66.9M on food away from home. Relative to the U.S., household spending in the Astoria area runs highest on child care and other personal services (an index of 103, where 100 is the U.S. average) and lowest on clothing, shoes and related services (83).
Which business types have the highest market scores in the Astoria, OR area?
Of the business types scored in the Astoria area, child care centers and preschools (75), physical therapy clinics (71) and nail salons (71) have the highest Groundwork market scores. For child care centers and preschools, that ranks #44 of 454 scored small-town markets.
How does the Astoria, OR area compare with the U.S.?
Median household income in the Astoria area is $71,822, 11% below the U.S. median of $80,734. The population fell 0.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $468,300, against $332,700 for the U.S. Against the U.S., map listings per household run highest for coffee shops and cafes (3.1 times the U.S. rate) and lowest for medical and dental practices (20% 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. 49 of the 56 business types have a score in the Astoria 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 Astoria 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 Oregon · Every U.S. market · How we measure
Screening a site or an acquisition in the Astoria 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 Astoria 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.