Small-town market profile · Oregon
Hermiston-Pendleton, OR area market data
How the Hermiston-Pendleton area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 93,721
- +1.8% since 2020
- Households
- 33,033
- Median household income
- $68,427
- +25.2% vs. 2015–2019, before inflation
- Median home value
- $275,100
- Jobs located here
- 38,176
- Highest market score
- 86
- Martial arts and dance studios, #4 of 378 scored small-town markets
A site report maps the competitors on map listings around any address in the Hermiston-Pendleton area by name and distance, and the households and spending within reach. Or open the report at the center of the Hermiston-Pendleton 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 Hermiston-Pendleton area has an estimated 93,721 people and 33,033 households. Population estimates put the population change in the Hermiston-Pendleton area from 2020 to 2025 at +1.8%, slower than the U.S. (+3.1%). Median household income in the Hermiston-Pendleton area is $68,427, 15% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 25.2%, before inflation.
Relative to the U.S., household spending in the Hermiston-Pendleton area runs highest on vehicle maintenance and repairs (an index of 124, where 100 is the U.S. average) and lowest on clothing, shoes and related services (80).
Of the business types scored in the Hermiston-Pendleton area, martial arts and dance studios (86), pet grooming and boarding businesses (84) and car washes and detailers (81) have the highest Groundwork market scores. For martial arts and dance studios, that ranks #4 of 378 scored small-town markets.
The Hermiston-Pendleton area takes in 2 counties: Umatilla County and Morrow County. Against the U.S., map listings per household run highest for gas stations (83% above the U.S. rate) and lowest for gyms and studios (53% below the U.S. rate).
All 56 business types in the Hermiston-Pendleton area
Highest Groundwork market score first. Each score compares the Hermiston-Pendleton 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 |
|---|---|---|---|---|---|---|---|
| Martial arts and dance studios | 86 | #4 of 378 | 8 | 2.4 | $3.7M | 183 | 3 |
| Pet grooming and boarding | 84 | #6 of 387 | 7 | 2.1 | $4.1M | 163 | 5 |
| Car washes and detailing | 81 | #16 of 441 | 11 | 3.3 | $3.6M | 141 | 5 |
| Gyms | 79 | #16 of 506 | 14 | 4.2 | $2.1M | 162 | 7 |
| Roofing and gutters | 78 | #13 of 288 | 6 | 1.8 | $14.2M | 168 | 3 |
| Gyms, studios and classes | 78 | #17 of 535 | 23 | 7.0 | $1.3M | 194 | 10 |
| Pet businesses | 78 | #19 of 527 | 32 | 9.7 | $906K | 103 | 12 |
| Pet stores | 77 | #19 of 220 | 7 | 2.1 | $4.1M | 92 | Under 3 |
| Pizza | 77 | #29 of 520 | 16 | 4.8 | $7.4M | 145 | 52 |
| Funeral homes | 76 | #44 of 365 | 7 | 2.1 | $686K | 101 | 4 |
| Hair salons | 73 | #38 of 538 | 53 | 16.0 | $574K | 133 | 11 |
| Auto repair shops | 73 | #53 of 538 | 74 | 22.4 | $529K | 119 | 37 |
| Primary care and pediatrics | 73 | #57 of 458 | 13 | 3.9 | $3M | 168 | 26 |
| Veterinarians | 72 | #51 of 398 | 14 | 4.2 | $2.1M | 76 | 7 |
| Optometrists and eye care | 71 | #52 of 400 | 10 | 3.0 | $3.9M | 124 | 5 |
| Spas and skin care | 71 | #56 of 504 | 19 | 5.8 | $1.6M | 183 | Under 3 |
| Child care and preschools | 71 | #66 of 454 | 15 | 4.5 | $1.2M | 120 | 19 |
| Electricians | 70 | #29 of 295 | 6 | 1.8 | $14.2M | 119 | 18 |
| Salons, barbers and spas | 70 | #49 of 538 | 95 | 28.8 | $320K | 151 | 20 |
| Physical therapy | 68 | #66 of 400 | 8 | 2.4 | $4.9M | 203 | 12 |
| Home repair trades | 68 | #67 of 526 | 29 | 8.8 | $2.9M | 121 | 44 |
| Landscaping and lawn care | 68 | #75 of 399 | 10 | 3.0 | $4M | 136 | 22 |
| Auto repair and car care | 68 | #99 of 538 | 135 | 40.9 | $290K | 108 | 57 |
| Real estate agents and brokers | 67 | #68 of 533 | 59 | 17.9 | Index only | 171 | 16 |
| HVAC and plumbing | 66 | #78 of 476 | 17 | 5.1 | $5M | 106 | 23 |
| Nail salons | 66 | #84 of 387 | 8 | 2.4 | $3.8M | 228 | 7 |
| Doctors, dentists and clinics | 66 | #122 of 538 | 146 | 44.2 | $267K | 175 | 82 |
| Insurance agencies | 66 | #135 of 537 | 39 | 11.8 | $1.9M | 147 | 30 |
| Barbershops | 65 | #103 of 377 | 13 | 3.9 | $2.3M | 124 | Under 3 |
| Fast food and sandwich shops | 65 | #135 of 537 | 43 | 13.0 | $2.7M | 90 | 52 |
| Chiropractors | 64 | #97 of 426 | 13 | 3.9 | $3M | 125 | 9 |
| Collision repair and body shops | 63 | #106 of 387 | 14 | 4.2 | $2.8M | 91 | 10 |
| Lawn, cleaning and pest control | 62 | #121 of 481 | 18 | 5.4 | $2.2M | 131 | 38 |
| Gas stations | 61 | #158 of 536 | 66 | 20.0 | $1.5M | 65 | 37 |
| Property management | 59 | #54 of 180 | 7 | 2.1 | Index only | 142 | 38 |
| Clothing, shoes and laundry | 57 | #212 of 536 | 50 | 15.1 | $1.1M | 123 | 15 |
| Tire shops | 56 | #172 of 431 | 19 | 5.8 | $2.1M | 82 | 9 |
| Clothing and shoe stores | 56 | #220 of 536 | 37 | 11.2 | $1.5M | 115 | 15 |
| Bakeries and dessert shops | 51 | #246 of 507 | 26 | 7.9 | $4.5M | 109 | 24 |
| Real estate | 51 | #255 of 536 | 83 | 25.1 | Index only | 153 | 68 |
| Grocery stores | 50 | #268 of 506 | 24 | 7.3 | $7.9M | 85 | 16 |
| Laundromats | 49 | #74 of 150 | 7 | 2.1 | $7.7M | 62 | Under 3 |
| Restaurants and cafes | 44 | #338 of 538 | 367 | 111.1 | $320K | 86 | 151 |
| Sit-down restaurants | 43 | #340 of 538 | 188 | 56.9 | $626K | 94 | 75 |
| Mortgage brokers and lenders | 42 | #122 of 177 | 17 | 5.1 | Index only | 83 | 8 |
| Dentists and orthodontists | 42 | #344 of 526 | 34 | 10.3 | $1.1M | 117 | 30 |
| Convenience stores | 37 | #400 of 529 | 46 | 13.9 | $4.1M | 52 | 17 |
| Grocery and convenience stores | 37 | #406 of 538 | 92 | 27.9 | $2.1M | 61 | 33 |
| Coffee shops and cafes | 36 | #425 of 529 | 49 | 14.8 | $2.4M | 65 | 24 |
| House cleaning | Not scored | Not scored | 4 | 1.2 | $9.9M | 155 | 16 |
| Pest control | Not scored | Not scored | 4 | 1.2 | $9.9M | 97 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 0.9 | $13M | 95 | 4 |
| Dry cleaners | Not scored | Not scored | 1 | 0.3 | $54M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.3 | $29.5M | Too few | 7 |
| 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 | Under 3 |
Household spending in the Hermiston-Pendleton 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 | $39.1M | $1,185 | 124 |
| Gasoline and other fuels | $101.9M | $3,084 | 119 |
| Food away from home | $117.6M | $3,561 | 87 |
| Groceries | $189.5M | $5,735 | 91 |
| Personal care products and services | $30.4M | $921 | 92 |
| Child care and other personal services | $18M | $544 | 94 |
| Memberships, classes and admissions | $29.5M | $894 | 91 |
| Medical and dental services | $39M | $1,180 | 92 |
| Pets | $29M | $878 | 97 |
| Clothing, shoes and related services | $54M | $1,636 | 80 |
| Vehicle insurance | $72.2M | $2,186 | 112 |
| Home repairs, maintenance and insurance | $85.4M | $2,586 | 86 |
| Lawn care, cleaning and other household services | $39.7M | $1,202 | 85 |
| Rent and homeowner costs | $551.3M | $16,689 | 100 |
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 Hermiston-Pendleton area
- Population, 2025 estimate
- 93,721+1.8% since 2020
- Households
- 33,033
- Median age
- 37.4
- Homes lived in by their owners
- 68%
- Vehicles per household
- 2.2
- Land area
- 5,246 sq. mi.
- People per square mile
- 18
- Median household income
- $68,427+25.2% vs. 2015–2019, before inflation
- Average household income
- $86,719
- Median home value
- $275,100
- Jobs located here
- 38,176
- Daytime population
- 90,680Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Hermiston-Pendleton 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 Hermiston-Pendleton 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 Hermiston-Pendleton area 2
- Umatilla County, OR79,940 people
- Morrow County, OR12,300 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
- Klamath Falls, OR area70,247 people
- Coos Bay-North Bend, OR area64,827 people
- Ontario, OR-ID area58,725 people
Questions
How fast is the Hermiston-Pendleton, OR area growing?
Population estimates put the Hermiston-Pendleton area at 93,721 people in 2025, up 1.8% since 2020, slower than the U.S. (+3.1%). It has 33,033 households. Median household income rose 25.2% from the 2015–2019 survey, before inflation.
How much do households in the Hermiston-Pendleton, OR area spend?
Households in the Hermiston-Pendleton area spend about $551.3M a year on rent and homeowner costs, $189.5M on groceries and $117.6M on food away from home. Set against the U.S., households in the Hermiston-Pendleton area spend the most on vehicle maintenance and repairs (an index of 124, where 100 is the U.S. average) and the least on clothing, shoes and related services (80).
Which business types have the highest market scores in the Hermiston-Pendleton, OR area?
The highest Groundwork market scores in the Hermiston-Pendleton area are for martial arts and dance studios (86), pet grooming and boarding businesses (84) and car washes and detailers (81). The Hermiston-Pendleton area ranks #4 of 378 scored small-town markets for martial arts and dance studios.
How does the Hermiston-Pendleton, OR area compare with the U.S.?
The median household income in the Hermiston-Pendleton area is $68,427 a year, 15% below the U.S. median of $80,734. The population rose 1.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $275,100, against $332,700 for the U.S. For its number of households, the Hermiston-Pendleton area has the most map listings, relative to the U.S., for gas stations (83% above the U.S. rate) and the fewest for gyms and studios (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. 49 of the 56 business types have a score in the Hermiston-Pendleton 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 Hermiston-Pendleton 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 Hermiston-Pendleton 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 Hermiston-Pendleton 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.