County profile · Oregon
Morrow County, OR market data
How Morrow County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 12,602
- +3.1% since 2020
- Households
- 4,326
- Median household income
- $75,448
- +39.0% vs. 2015–2019, before inflation
- Median home value
- $240,400
- Jobs located here
- 6,068
- Highest market score
- 89
- Auto repair shops, #26 of 2,378 scored counties
A site report maps the competitors on map listings around any address in Morrow County by name and distance, and the households and spending within reach. Or open the report at the center of Morrow 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
Morrow County has an estimated 12,602 people and 4,326 households. Between 2020 and 2025, the population of Morrow County grew 3.1%, in step with the U.S. (+3.1%). Median household income in Morrow County is $75,448, 7% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 39.0%, before inflation.
Relative to the U.S., household spending in Morrow County runs highest on vehicle maintenance and repairs (an index of 131, where 100 is the U.S. average) and lowest on clothing, shoes and related services (79).
Of the business types scored in Morrow County, auto repair shops (89); auto repair and car care businesses (81); and salons, barbers and spas (79) have the highest Groundwork market scores. For auto repair shops, that ranks #26 of 2,378 scored counties.
Morrow County is part of the Hermiston-Pendleton area. Against the U.S., map listings per household run highest for gas stations (2.8 times the U.S. rate) and lowest for restaurants and cafes (in line with the U.S. rate).
All 56 business types in Morrow County
Highest Groundwork market score first. Each score compares Morrow 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 |
|---|---|---|---|---|---|---|---|
| Auto repair shops | 89 | #26 of 2,378 | 5 | 11.6 | $1.1M | 244 | Under 3 |
| Auto repair and car care | 81 | #108 of 2,401 | 16 | 37.0 | $339K | 126 | Under 3 |
| Salons, barbers and spas | 79 | #78 of 2,385 | 7 | 16.2 | $573K | 269 | Under 3 |
| Doctors, dentists and clinics | 77 | #138 of 2,394 | 8 | 18.5 | $640K | 420 | Under 3 |
| Real estate | 75 | #98 of 2,229 | 5 | 11.6 | Index only | 334 | 5 |
| Hair salons | 70 | #287 of 2,339 | 7 | 16.2 | $573K | 133 | Under 3 |
| Convenience stores | 43 | #1,381 of 2,261 | 6 | 13.9 | $4.2M | 53 | Under 3 |
| Restaurants and cafes | 42 | #1,548 of 2,405 | 47 | 108.6 | $331K | 89 | 19 |
| Gas stations | 38 | #1,688 of 2,358 | 13 | 30.1 | $1.1M | 46 | 8 |
| Grocery stores | 37 | #1,470 of 2,070 | 5 | 11.6 | $5M | 54 | Under 3 |
| Child care and preschools | 36 | #1,203 of 1,611 | 6 | 13.9 | $386K | 39 | 3 |
| Grocery and convenience stores | 33 | #1,878 of 2,402 | 17 | 39.3 | $1.5M | 43 | Under 3 |
| Sit-down restaurants | 31 | #2,012 of 2,405 | 30 | 69.3 | $519K | 78 | 11 |
| Coffee shops and cafes | 25 | #1,891 of 2,063 | 10 | 23.1 | $1.6M | 42 | 5 |
| Real estate agents and brokers | Not scored | Not scored | 4 | 9.2 | Index only | 332 | Under 3 |
| Pizza | Not scored | Not scored | 3 | 6.9 | $5.2M | 102 | 3 |
| Bakeries and dessert shops | Not scored | Not scored | 2 | 4.6 | $7.8M | Too few | 5 |
| Dentists and orthodontists | Not scored | Not scored | 2 | 4.6 | $2.6M | Too few | Under 3 |
| Fast food and sandwich shops | Not scored | Not scored | 2 | 4.6 | $7.8M | Too few | 3 |
| Gyms | Not scored | Not scored | 2 | 4.6 | $1.9M | Too few | Under 3 |
| Gyms, studios and classes | Not scored | Not scored | 2 | 4.6 | $1.9M | Too few | Under 3 |
| Pet businesses | Not scored | Not scored | 2 | 4.6 | $1.9M | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 4.6 | $2.6M | Too few | Under 3 |
| Tire shops | Not scored | Not scored | 2 | 4.6 | $2.7M | Too few | Under 3 |
| Car washes and detailing | Not scored | Not scored | 1 | 2.3 | $5.4M | Too few | Under 3 |
| Clothing, shoes and laundry | Not scored | Not scored | 1 | 2.3 | $7.1M | Too few | Under 3 |
| Funeral homes | Not scored | Not scored | 1 | 2.3 | $617K | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 2.3 | $7.1M | Too few | Under 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 1 | 2.3 | $5.2M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 2.3 | $5.4M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 2.3 | $5.2M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 1 | 2.3 | $5.1M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 2.3 | Index only | Too few | 4 |
| Veterinarians | Not scored | Not scored | 1 | 2.3 | $3.8M | Too few | Under 3 |
| Barbershops | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Chiropractors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Clothing and shoe stores | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Electricians | 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 |
| Home repair trades | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
| House cleaning | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| HVAC and plumbing | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
| Insurance agencies | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
| Landscaping and lawn care | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Nail salons | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pet stores | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Roofing and gutters | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Spas and skin care | 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 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Morrow 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 | $5.4M | $1,253 | 131 |
| Gasoline and other fuels | $14.3M | $3,307 | 127 |
| Food away from home | $15.6M | $3,598 | 88 |
| Groceries | $25M | $5,774 | 91 |
| Personal care products and services | $4M | $927 | 92 |
| Child care and other personal services | $2.3M | $536 | 92 |
| Memberships, classes and admissions | $3.8M | $880 | 89 |
| Medical and dental services | $5.1M | $1,184 | 92 |
| Pets | $3.8M | $885 | 97 |
| Clothing, shoes and related services | $7.1M | $1,631 | 79 |
| Vehicle insurance | $10.1M | $2,338 | 119 |
| Home repairs, maintenance and insurance | $11.2M | $2,586 | 86 |
| Lawn care, cleaning and other household services | $5.2M | $1,198 | 85 |
| Rent and homeowner costs | $72.4M | $16,739 | 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 Morrow County
- Population, 2025 estimate
- 12,602+3.1% since 2020
- Households
- 4,326
- Median age
- 36.7
- Homes lived in by their owners
- 72%
- Vehicles per household
- 2.4
- Land area
- 2,031 sq. mi.
- People per square mile
- 6
- Median household income
- $75,448+39.0% vs. 2015–2019, before inflation
- Average household income
- $89,689
- Median home value
- $240,400
- Jobs located here
- 6,068
- Daytime population
- 12,973Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Morrow 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 Morrow County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
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- Gilliam County, OR1,971 people
- Sherman County, OR1,938 people
- Wheeler County, OR1,485 people
- Wasco County, OR26,552 people
- Union County, OR26,144 people
- Grant County, OR7,209 people
- Hood River County, OR23,905 people
Questions
How fast is Morrow County, OR growing?
Population estimates put Morrow County at 12,602 people in 2025, up 3.1% since 2020, in step with the U.S. (+3.1%). It has 4,326 households. Median household income rose 39.0% from the 2015–2019 survey, before inflation.
How much do households in Morrow County, OR spend?
Households in Morrow County spend about $72.4M a year on rent and homeowner costs, $25M on groceries and $15.6M on food away from home. Set against the U.S., households in Morrow County spend the most on vehicle maintenance and repairs (an index of 131, 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 Morrow County, OR?
The highest Groundwork market scores in Morrow County are for auto repair shops (89); auto repair and car care businesses (81); and salons, barbers and spas (79). Morrow County ranks #26 of 2,378 scored counties for auto repair shops.
How does Morrow County, OR compare with the U.S.?
The median household income in Morrow County is $75,448 a year, 7% below the U.S. median of $80,734. The population rose 3.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $240,400, against $332,700 for the U.S. For its number of households, Morrow County has the most map listings, relative to the U.S., for gas stations (2.8 times the U.S. rate) and the fewest for restaurants and cafes (in line with 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. 14 of the 56 business types have a score in Morrow 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 Morrow 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 Morrow 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 Morrow 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.