County profile · Oregon
Malheur County, OR market data
How Malheur County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 32,261
- +1.9% since 2020
- Households
- 10,292
- Median household income
- $54,519
- +25.9% vs. 2015–2019, before inflation
- Median home value
- $248,900
- Jobs located here
- 13,279
- Highest market score
- 62
- Salons, barbers and spas, #571 of 2,385 scored counties
A site report maps the competitors on map listings around any address in Malheur County by name and distance, and the households and spending within reach. Or open the report at the center of Malheur County. 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
Malheur County has an estimated 32,261 people and 10,292 households. Population estimates show Malheur County grew 1.9% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in Malheur County is $54,519, 32% 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 Malheur County runs highest on vehicle maintenance and repairs (an index of 116, where 100 is the U.S. average) and lowest on clothing, shoes and related services (73).
Of the business types scored in Malheur County, salons, barbers and spas (62); HVAC and plumbing companies (59); and real estate agents and brokers (57) have the highest Groundwork market scores. For salons, barbers and spas, that ranks #571 of 2,385 scored counties.
Malheur County is part of the Ontario area. Against the U.S., map listings per household run highest for tire shops (2.8 times the U.S. rate) and lowest for real estate businesses (44% below the U.S. rate).
All 56 business types in Malheur County
Highest Groundwork market score first. Each score compares Malheur County with other counties 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 counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Salons, barbers and spas | 62 | #571 of 2,385 | 29 | 28.2 | $295K | 139 | 4 |
| HVAC and plumbing | 59 | #534 of 1,707 | 5 | 4.9 | $4.9M | 103 | 3 |
| Real estate agents and brokers | 57 | #691 of 2,176 | 18 | 17.5 | Index only | 163 | 8 |
| Hair salons | 56 | #869 of 2,339 | 17 | 16.5 | $504K | 117 | 4 |
| Gas stations | 56 | #923 of 2,358 | 16 | 15.5 | $1.9M | 79 | 10 |
| Real estate | 55 | #826 of 2,229 | 22 | 21.4 | Index only | 167 | 14 |
| Spas and skin care | 49 | #909 of 1,769 | 7 | 6.8 | $1.2M | 140 | Under 3 |
| Insurance agencies | 45 | #1,294 of 2,272 | 17 | 16.5 | $1.3M | 101 | 10 |
| Pizza | 44 | #1,253 of 2,090 | 6 | 5.8 | $5.5M | 107 | 23 |
| Primary care and pediatrics | 41 | #1,135 of 1,656 | 10 | 9.7 | $1.1M | 63 | 9 |
| Home repair trades | 41 | #1,446 of 2,057 | 13 | 12.6 | $1.9M | 77 | 12 |
| Gyms, studios and classes | 40 | #1,492 of 2,088 | 15 | 14.6 | $523K | 79 | Under 3 |
| Gyms | 38 | #1,301 of 1,792 | 9 | 8.7 | $872K | 67 | Under 3 |
| Car washes and detailing | 34 | #1,127 of 1,451 | 7 | 6.8 | $1.6M | 65 | 3 |
| Pet businesses | 33 | #1,798 of 2,200 | 17 | 16.5 | $473K | 54 | 6 |
| Child care and preschools | 31 | #1,322 of 1,611 | 10 | 9.7 | $469K | 47 | 8 |
| Doctors, dentists and clinics | 31 | #2,056 of 2,394 | 81 | 78.7 | $138K | 90 | 35 |
| Tire shops | 29 | #1,265 of 1,530 | 11 | 10.7 | $1M | 41 | 4 |
| Auto repair shops | 29 | #2,064 of 2,378 | 38 | 36.9 | $301K | 68 | 21 |
| Pet grooming and boarding | 27 | #1,255 of 1,461 | 7 | 6.8 | $1.1M | 45 | Under 3 |
| Veterinarians | 27 | #1,270 of 1,485 | 5 | 4.9 | $1.6M | 59 | 6 |
| Convenience stores | 27 | #1,892 of 2,261 | 16 | 15.5 | $3.4M | 44 | 4 |
| Auto repair and car care | 27 | #2,129 of 2,401 | 69 | 67.0 | $166K | 62 | 29 |
| Clothing and shoe stores | 22 | #1,904 of 2,087 | 18 | 17.5 | $860K | 68 | Under 3 |
| Fast food and sandwich shops | 22 | #2,024 of 2,222 | 19 | 18.5 | $1.7M | 57 | 23 |
| Clothing, shoes and laundry | 21 | #2,050 of 2,210 | 24 | 23.3 | $645K | 73 | Under 3 |
| Dentists and orthodontists | 18 | #1,835 of 1,886 | 24 | 23.3 | $465K | 47 | 16 |
| Sit-down restaurants | 18 | #2,345 of 2,405 | 74 | 71.9 | $443K | 67 | 32 |
| Grocery and convenience stores | 16 | #2,291 of 2,402 | 46 | 44.7 | $1.2M | 35 | 13 |
| Restaurants and cafes | 16 | #2,363 of 2,405 | 146 | 141.9 | $224K | 61 | 73 |
| Roofing and gutters | 15 | #1,147 of 1,177 | 6 | 5.8 | $4.1M | 48 | 4 |
| Bakeries and dessert shops | 15 | #1,856 of 1,889 | 14 | 13.6 | $2.3M | 56 | 16 |
| Grocery stores | 15 | #1,963 of 2,070 | 18 | 17.5 | $3.1M | 33 | 9 |
| Coffee shops and cafes | 15 | #2,028 of 2,063 | 17 | 16.5 | $1.9M | 52 | 16 |
| Collision repair and body shops | Not scored | Not scored | 4 | 3.9 | $2.9M | 93 | Under 3 |
| Physical therapy | Not scored | Not scored | 4 | 3.9 | $2.8M | 116 | 7 |
| Barbershops | Not scored | Not scored | 3 | 2.9 | $2.9M | 151 | Under 3 |
| Chiropractors | Not scored | Not scored | 3 | 2.9 | $3.7M | 155 | Under 3 |
| Funeral homes | Not scored | Not scored | 3 | 2.9 | $606K | 89 | 4 |
| Martial arts and dance studios | Not scored | Not scored | 3 | 2.9 | $2.6M | 130 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 2.9 | Index only | 136 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 2.9 | $2.6M | 64 | Under 3 |
| Electricians | Not scored | Not scored | 2 | 1.9 | $12.2M | Too few | 5 |
| Laundromats | Not scored | Not scored | 2 | 1.9 | $7.7M | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 2 | 1.9 | $4.3M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.9 | $5.7M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 2 | 1.9 | $5.6M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 1.9 | $4M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 1.0 | $11.4M | Too few | Under 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 1 | 1.0 | $11.4M | Too few | 8 |
| Property management | Not scored | Not scored | 1 | 1.0 | Index only | Too few | 5 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 8 |
| 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 | 3 |
Household spending in Malheur County
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 | $11.4M | $1,110 | 116 |
| Gasoline and other fuels | $30.1M | $2,927 | 113 |
| Food away from home | $32.8M | $3,183 | 78 |
| Groceries | $55.1M | $5,359 | 85 |
| Personal care products and services | $8.6M | $832 | 83 |
| Child care and other personal services | $4.7M | $455 | 78 |
| Memberships, classes and admissions | $7.8M | $763 | 78 |
| Medical and dental services | $11.2M | $1,084 | 84 |
| Pets | $8M | $781 | 86 |
| Clothing, shoes and related services | $15.5M | $1,504 | 73 |
| Vehicle insurance | $21.5M | $2,091 | 107 |
| Home repairs, maintenance and insurance | $24.4M | $2,372 | 79 |
| Lawn care, cleaning and other household services | $11.4M | $1,107 | 78 |
| Rent and homeowner costs | $159.6M | $15,509 | 93 |
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 Malheur County
- Population, 2025 estimate
- 32,261+1.9% since 2020
- Households
- 10,292
- Median age
- 36.4
- Homes lived in by their owners
- 63%
- Vehicles per household
- 2.1
- Land area
- 9,888 sq. mi.
- People per square mile
- 3
- Median household income
- $54,519+25.9% vs. 2015–2019, before inflation
- Average household income
- $72,398
- Median home value
- $248,900
- Jobs located here
- 13,279
- Daytime population
- 34,322Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Malheur County?
These figures cover the whole county. 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 Malheur County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Oregon 8
- Baker County, OR16,840 people
- Harney County, OR7,499 people
- Wallowa County, OR7,553 people
- Grant County, OR7,209 people
- Union County, OR26,144 people
- Umatilla County, OR79,940 people
- Wheeler County, OR1,485 people
- Morrow County, OR12,300 people
Questions
How fast is Malheur County, OR growing?
Population estimates put Malheur County at 32,261 people in 2025, up 1.9% since 2020, slower than the U.S. (+3.1%). It has 10,292 households. Median household income rose 25.9% from the 2015–2019 survey, before inflation.
How much do households in Malheur County, OR spend?
Households in Malheur County spend about $159.6M a year on rent and homeowner costs, $55.1M on groceries and $32.8M on food away from home. Set against the U.S., households in Malheur County spend the most on vehicle maintenance and repairs (an index of 116, where 100 is the U.S. average) and the least on clothing, shoes and related services (73).
Which business types have the highest market scores in Malheur County, OR?
The highest Groundwork market scores in Malheur County are for salons, barbers and spas (62); HVAC and plumbing companies (59); and real estate agents and brokers (57). Malheur County ranks #571 of 2,385 scored counties for salons, barbers and spas.
How does Malheur County, OR compare with the U.S.?
The median household income in Malheur County is $54,519 a year, 32% below the U.S. median of $80,734. The population rose 1.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $248,900, against $332,700 for the U.S. For its number of households, Malheur County has the most map listings, relative to the U.S., for tire shops (2.8 times the U.S. rate) and the fewest for real estate businesses (44% 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. 34 of the 56 business types have a score in Malheur County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Malheur County. 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 Malheur County?
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 Malheur County. 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.