Small-town market profile · Oregon
La Grande, OR area market data
How the La Grande area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 25,900
- −1.0% since 2020
- Households
- 10,900
- Median household income
- $65,661
- +25.9% vs. 2015–2019, before inflation
- Median home value
- $294,600
- Jobs located here
- 10,134
- Highest market score
- 60
- Pizza, #148 of 520 scored small-town markets
A site report maps the competitors on map listings around any address in the La Grande area by name and distance, and the households and spending within reach. Or open the report at the center of the La Grande 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 La Grande area has an estimated 25,900 people and 10,900 households. Population estimates show the La Grande area declined 1.0% from 2020 to 2025, against +3.1% for the U.S. Median household income in the La Grande area is $65,661, 19% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 25.9%, before inflation.
Relative to the U.S., household spending in the La Grande area runs highest on vehicle maintenance and repairs (an index of 114, where 100 is the U.S. average) and lowest on clothing, shoes and related services (79).
Of the business types scored in the La Grande area, pizza places (60), gyms and studios (56) and pet businesses (56) have the highest Groundwork market scores. For pizza places, that ranks #148 of 520 scored small-town markets.
The La Grande area is made up of one county, Union County. Against the U.S., map listings per household run highest for child care centers and preschools (2.5 times the U.S. rate) and lowest for real estate agents and brokers (40% below the U.S. rate).
All 56 business types in the La Grande area
Highest Groundwork market score first. Each score compares the La Grande 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 |
|---|---|---|---|---|---|---|---|
| Pizza | 60 | #148 of 520 | 6 | 5.5 | $6.4M | 126 | 20 |
| Gyms, studios and classes | 56 | #197 of 535 | 14 | 12.8 | $693K | 105 | 4 |
| Pet businesses | 56 | #199 of 527 | 15 | 13.8 | $626K | 71 | 4 |
| Tire shops | 55 | #177 of 431 | 5 | 4.6 | $2.4M | 95 | Under 3 |
| Gyms | 55 | #194 of 506 | 7 | 6.4 | $1.4M | 106 | 4 |
| Car washes and detailing | 54 | #184 of 441 | 5 | 4.6 | $2.4M | 95 | Under 3 |
| Hair salons | 54 | #228 of 538 | 22 | 20.2 | $450K | 105 | 4 |
| Physical therapy | 52 | #193 of 400 | 5 | 4.6 | $2.6M | 107 | 3 |
| Bakeries and dessert shops | 52 | #228 of 507 | 5 | 4.6 | $7.7M | 185 | 11 |
| Gas stations | 52 | #255 of 536 | 20 | 18.3 | $1.6M | 65 | 9 |
| Auto repair shops | 51 | #269 of 538 | 23 | 21.1 | $518K | 117 | 18 |
| Auto repair and car care | 49 | #279 of 538 | 46 | 42.2 | $259K | 96 | 20 |
| Salons, barbers and spas | 49 | #284 of 538 | 41 | 37.6 | $242K | 114 | 7 |
| Child care and preschools | 47 | #263 of 454 | 16 | 14.7 | $372K | 37 | 3 |
| Real estate agents and brokers | 47 | #301 of 533 | 20 | 18.3 | Index only | 165 | 11 |
| Martial arts and dance studios | 45 | #228 of 378 | 6 | 5.5 | $1.6M | 80 | Under 3 |
| Sit-down restaurants | 44 | #328 of 538 | 53 | 48.6 | $725K | 109 | 23 |
| Lawn, cleaning and pest control | 41 | #307 of 481 | 7 | 6.4 | $1.9M | 110 | 19 |
| Insurance agencies | 40 | #351 of 537 | 16 | 14.7 | $1.4M | 110 | 13 |
| Veterinarians | 39 | #278 of 398 | 6 | 5.5 | $1.6M | 58 | 4 |
| Fast food and sandwich shops | 39 | #372 of 537 | 18 | 16.5 | $2.1M | 70 | 20 |
| Restaurants and cafes | 39 | #382 of 538 | 110 | 100.9 | $349K | 94 | 54 |
| Spas and skin care | 37 | #398 of 504 | 11 | 10.1 | $900K | 103 | Under 3 |
| Clothing and shoe stores | 36 | #390 of 536 | 15 | 13.8 | $1.2M | 93 | Under 3 |
| Real estate | 36 | #439 of 536 | 32 | 29.4 | Index only | 130 | 28 |
| Clothing, shoes and laundry | 35 | #412 of 536 | 21 | 19.3 | $842K | 96 | Under 3 |
| Primary care and pediatrics | 34 | #353 of 458 | 15 | 13.8 | $855K | 48 | 11 |
| Convenience stores | 32 | #427 of 529 | 12 | 11.0 | $5.1M | 65 | 9 |
| Chiropractors | 31 | #372 of 426 | 8 | 7.3 | $1.6M | 67 | 4 |
| Doctors, dentists and clinics | 29 | #465 of 538 | 124 | 113.8 | $103K | 68 | 28 |
| Grocery and convenience stores | 27 | #467 of 538 | 29 | 26.6 | $2.1M | 63 | 16 |
| Mortgage brokers and lenders | 26 | #167 of 177 | 7 | 6.4 | Index only | 66 | 3 |
| Dentists and orthodontists | 26 | #477 of 526 | 14 | 12.8 | $916K | 93 | 10 |
| Home repair trades | 26 | #497 of 526 | 17 | 15.6 | $1.6M | 67 | 24 |
| Grocery stores | 22 | #461 of 506 | 12 | 11.0 | $5.1M | 55 | 7 |
| Coffee shops and cafes | 21 | #516 of 529 | 21 | 19.3 | $1.8M | 49 | 11 |
| HVAC and plumbing | 17 | #474 of 476 | 13 | 11.9 | $2.1M | 45 | 15 |
| House cleaning | Not scored | Not scored | 4 | 3.7 | $3.2M | 51 | 7 |
| Nail salons | Not scored | Not scored | 4 | 3.7 | $2.5M | 148 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 3.7 | $2.3M | 92 | Under 3 |
| Property management | Not scored | Not scored | 4 | 3.7 | Index only | 81 | 11 |
| Barbershops | Not scored | Not scored | 3 | 2.8 | $3.3M | 175 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 3 | 2.8 | $4M | 129 | 6 |
| Landscaping and lawn care | Not scored | Not scored | 3 | 2.8 | $4.3M | 147 | 12 |
| Optometrists and eye care | Not scored | Not scored | 3 | 2.8 | $4.3M | 136 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 2.8 | $3.1M | 69 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 3 | 2.8 | $9.2M | 109 | Under 3 |
| Funeral homes | Not scored | Not scored | 2 | 1.8 | $851K | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 1.8 | $8.8M | Too few | Under 3 |
| Electricians | Not scored | Not scored | 1 | 0.9 | $27.7M | Too few | 9 |
| Home inspectors | Not scored | Not scored | 1 | 0.9 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.9 | $11.9M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.9 | $9.7M | Too few | 4 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | 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 La Grande 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 | $11.9M | $1,094 | 114 |
| Gasoline and other fuels | $31.1M | $2,855 | 110 |
| Food away from home | $38.4M | $3,525 | 87 |
| Groceries | $61.8M | $5,667 | 90 |
| Personal care products and services | $9.9M | $909 | 90 |
| Child care and other personal services | $5.9M | $546 | 94 |
| Memberships, classes and admissions | $9.7M | $890 | 90 |
| Medical and dental services | $12.8M | $1,177 | 91 |
| Pets | $9.4M | $862 | 95 |
| Clothing, shoes and related services | $17.7M | $1,622 | 79 |
| Vehicle insurance | $22.1M | $2,026 | 104 |
| Home repairs, maintenance and insurance | $27.7M | $2,543 | 84 |
| Lawn care, cleaning and other household services | $13M | $1,188 | 84 |
| Rent and homeowner costs | $179.8M | $16,497 | 99 |
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 La Grande area
- Population, 2025 estimate
- 25,900−1.0% since 2020
- Households
- 10,900
- Median age
- 39.9
- Homes lived in by their owners
- 66%
- Vehicles per household
- 2.0
- Land area
- 2,037 sq. mi.
- People per square mile
- 13
- Median household income
- $65,661+25.9% vs. 2015–2019, before inflation
- Average household income
- $87,276
- Median home value
- $294,600
- Jobs located here
- 10,134
- Daytime population
- 25,115Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the La Grande 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 La Grande 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 La Grande area 1
- Union County, OR26,144 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 La Grande, OR area growing?
Population estimates put the La Grande area at 25,900 people in 2025, down 1.0% since 2020, against +3.1% for the U.S. It has 10,900 households. Median household income rose 25.9% from the 2015–2019 survey, before inflation.
How much do households in the La Grande, OR area spend?
Households in the La Grande area spend about $179.8M a year on rent and homeowner costs, $61.8M on groceries and $38.4M on food away from home. Set against the U.S., households in the La Grande area spend the most on vehicle maintenance and repairs (an index of 114, where 100 is the U.S. average) and the least on clothing, shoes and related services (79).
Which business types have the highest market scores in the La Grande, OR area?
The highest Groundwork market scores in the La Grande area are for pizza places (60), gyms and studios (56) and pet businesses (56). The La Grande area ranks #148 of 520 scored small-town markets for pizza places.
How does the La Grande, OR area compare with the U.S.?
The median household income in the La Grande area is $65,661 a year, 19% below the U.S. median of $80,734. The population fell 1.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $294,600, against $332,700 for the U.S. For its number of households, the La Grande area has the most map listings, relative to the U.S., for child care centers and preschools (2.5 times the U.S. rate) and the fewest for real estate agents and brokers (40% 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. 37 of the 56 business types have a score in the La Grande 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 La Grande 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 La Grande 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 La Grande 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.