Small-town market profile · Oregon
Ontario, OR-ID area market data
How the Ontario area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 60,085
- +5.0% since 2020
- Households
- 19,984
- Median household income
- $62,568
- +33.3% vs. 2015–2019, before inflation
- Median home value
- $308,900
- Jobs located here
- 20,489
- Highest market score
- 78
- Collision repair and body shops, #29 of 387 scored small-town markets
A site report maps the competitors on map listings around any address in the Ontario area by name and distance, and the households and spending within reach. Or open the report at the center of the Ontario 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 Ontario area has an estimated 60,085 people and 19,984 households. Population estimates show the Ontario area grew 5.0% from 2020 to 2025, faster than the U.S. (+3.1%). Median household income in the Ontario area is $62,568, 23% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 33.3%, before inflation.
Relative to the U.S., household spending in the Ontario area runs highest on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and lowest on clothing, shoes and related services (76).
Of the business types scored in the Ontario area, collision repair and body shops (78), mortgage brokers and lenders (76) and nail salons (75) have the highest Groundwork market scores. For collision repair and body shops, that ranks #29 of 387 scored small-town markets.
The Ontario area takes in 2 counties: Malheur County, OR and Payette County, ID. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (94% above the U.S. rate) and lowest for real estate businesses (32% below the U.S. rate).
All 56 business types in the Ontario area
Highest Groundwork market score first. Each score compares the Ontario 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 |
|---|---|---|---|---|---|---|---|
| Collision repair and body shops | 78 | #29 of 387 | 8 | 4.0 | $2.9M | 95 | 4 |
| Mortgage brokers and lenders | 76 | #11 of 177 | 5 | 2.5 | Index only | 164 | Under 3 |
| Nail salons | 75 | #26 of 387 | 6 | 3.0 | $2.9M | 174 | Under 3 |
| Gas stations | 72 | #64 of 536 | 33 | 16.5 | $1.9M | 78 | 22 |
| Funeral homes | 71 | #57 of 365 | 7 | 3.5 | $478K | 70 | 5 |
| Hair salons | 70 | #57 of 538 | 40 | 20.0 | $436K | 101 | 4 |
| Car washes and detailing | 70 | #77 of 441 | 11 | 5.5 | $2.1M | 85 | 3 |
| Salons, barbers and spas | 69 | #59 of 538 | 73 | 36.5 | $239K | 112 | 6 |
| Pizza | 68 | #92 of 520 | 12 | 6.0 | $5.6M | 110 | 35 |
| HVAC and plumbing | 66 | #81 of 476 | 11 | 5.5 | $4.5M | 95 | 12 |
| Martial arts and dance studios | 64 | #92 of 378 | 9 | 4.5 | $1.8M | 90 | Under 3 |
| Chiropractors | 64 | #98 of 426 | 8 | 4.0 | $2.8M | 118 | 6 |
| Barbershops | 64 | #109 of 377 | 8 | 4.0 | $2.2M | 116 | Under 3 |
| Fast food and sandwich shops | 60 | #179 of 537 | 25 | 12.5 | $2.7M | 88 | 35 |
| Electricians | 58 | #100 of 295 | 6 | 3.0 | $8.3M | 69 | 12 |
| Gyms | 58 | #179 of 506 | 18 | 9.0 | $908K | 70 | Under 3 |
| Clothing and shoe stores | 58 | #202 of 536 | 24 | 12.0 | $1.3M | 102 | 6 |
| Clothing, shoes and laundry | 57 | #219 of 536 | 35 | 17.5 | $889K | 101 | 6 |
| Gyms, studios and classes | 56 | #203 of 535 | 31 | 15.5 | $527K | 80 | Under 3 |
| Insurance agencies | 56 | #212 of 537 | 31 | 15.5 | $1.4M | 113 | 23 |
| Tire shops | 55 | #182 of 431 | 13 | 6.5 | $1.8M | 72 | 6 |
| Primary care and pediatrics | 52 | #224 of 458 | 17 | 8.5 | $1.3M | 74 | 20 |
| Home repair trades | 52 | #246 of 526 | 24 | 12.0 | $2.1M | 85 | 31 |
| Auto repair shops | 52 | #267 of 538 | 61 | 30.5 | $385K | 87 | 34 |
| Convenience stores | 52 | #271 of 529 | 28 | 14.0 | $3.9M | 50 | 4 |
| Auto repair and car care | 51 | #266 of 538 | 106 | 53.0 | $221K | 82 | 45 |
| Spas and skin care | 50 | #253 of 504 | 19 | 9.5 | $918K | 105 | Under 3 |
| Real estate | 50 | #271 of 536 | 52 | 26.0 | Index only | 142 | 44 |
| Pet businesses | 50 | #284 of 527 | 38 | 19.0 | $430K | 49 | 8 |
| Veterinarians | 49 | #215 of 398 | 10 | 5.0 | $1.6M | 60 | 8 |
| Pet grooming and boarding | 48 | #217 of 387 | 14 | 7.0 | $1.2M | 46 | Under 3 |
| Landscaping and lawn care | 47 | #217 of 399 | 9 | 4.5 | $2.6M | 87 | 26 |
| Sit-down restaurants | 47 | #303 of 538 | 101 | 50.5 | $662K | 100 | 44 |
| Real estate agents and brokers | 47 | #305 of 533 | 45 | 22.5 | Index only | 131 | 33 |
| Roofing and gutters | 44 | #182 of 288 | 7 | 3.5 | $7.1M | 84 | 7 |
| Child care and preschools | 43 | #298 of 454 | 21 | 10.5 | $462K | 46 | 16 |
| Laundromats | 41 | #94 of 150 | 5 | 2.5 | $6.2M | 50 | Under 3 |
| Bakeries and dessert shops | 41 | #347 of 507 | 17 | 8.5 | $3.9M | 95 | 22 |
| Restaurants and cafes | 41 | #365 of 538 | 205 | 102.6 | $326K | 88 | 103 |
| Physical therapy | 40 | #275 of 400 | 12 | 6.0 | $1.9M | 78 | 11 |
| Lawn, cleaning and pest control | 39 | #337 of 481 | 17 | 8.5 | $1.4M | 81 | 35 |
| Doctors, dentists and clinics | 37 | #399 of 538 | 178 | 89.1 | $127K | 83 | 67 |
| Grocery stores | 31 | #420 of 506 | 21 | 10.5 | $5.3M | 57 | 15 |
| Coffee shops and cafes | 31 | #463 of 529 | 30 | 15.0 | $2.2M | 60 | 22 |
| Grocery and convenience stores | 30 | #457 of 538 | 72 | 36.0 | $1.5M | 45 | 19 |
| Dentists and orthodontists | 28 | #469 of 526 | 37 | 18.5 | $609K | 62 | 27 |
| House cleaning | Not scored | Not scored | 4 | 2.0 | $5.8M | 90 | 9 |
| Pest control | Not scored | Not scored | 4 | 2.0 | $5.8M | 56 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 4 | 2.0 | $4.1M | 101 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.5 | $7.8M | 57 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 3 | 1.5 | $7.5M | 240 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 1.5 | $5.4M | 120 | Under 3 |
| Property management | Not scored | Not scored | 2 | 1.0 | Index only | Too few | 6 |
| Dry cleaners | Not scored | Not scored | 1 | 0.5 | $31.1M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.5 | $22.5M | Too few | 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Ontario 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 | $23.5M | $1,174 | 123 |
| Gasoline and other fuels | $61.5M | $3,076 | 118 |
| Food away from home | $66.8M | $3,345 | 82 |
| Groceries | $110.6M | $5,533 | 88 |
| Personal care products and services | $17.4M | $873 | 87 |
| Child care and other personal services | $9.7M | $486 | 84 |
| Memberships, classes and admissions | $16.3M | $818 | 83 |
| Medical and dental services | $22.5M | $1,128 | 88 |
| Pets | $16.3M | $818 | 90 |
| Clothing, shoes and related services | $31.1M | $1,558 | 76 |
| Vehicle insurance | $43.9M | $2,199 | 112 |
| Home repairs, maintenance and insurance | $49.6M | $2,480 | 82 |
| Lawn care, cleaning and other household services | $23M | $1,152 | 81 |
| Rent and homeowner costs | $320.8M | $16,051 | 96 |
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 Ontario area
- Population, 2025 estimate
- 60,085+5.0% since 2020
- Households
- 19,984
- Median age
- 38.1
- Homes lived in by their owners
- 69%
- Vehicles per household
- 2.2
- Land area
- 10,295 sq. mi.
- People per square mile
- 6
- Median household income
- $62,568+33.3% vs. 2015–2019, before inflation
- Average household income
- $77,468
- Median home value
- $308,900
- Jobs located here
- 20,489
- Daytime population
- 56,677Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Ontario 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 Ontario 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 Ontario area 2
- Malheur County, OR31,954 people
- Payette County, ID26,771 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 Ontario, OR-ID area growing?
Population estimates put the Ontario area at 60,085 people in 2025, up 5.0% since 2020, faster than the U.S. (+3.1%). It has 19,984 households. Median household income rose 33.3% from the 2015–2019 survey, before inflation.
How much do households in the Ontario, OR-ID area spend?
Households in the Ontario area spend about $320.8M a year on rent and homeowner costs, $110.6M on groceries and $66.8M on food away from home. Set against the U.S., households in the Ontario area spend the most on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and the least on clothing, shoes and related services (76).
Which business types have the highest market scores in the Ontario, OR-ID area?
The highest Groundwork market scores in the Ontario area are for collision repair and body shops (78), mortgage brokers and lenders (76) and nail salons (75). The Ontario area ranks #29 of 387 scored small-town markets for collision repair and body shops.
How does the Ontario, OR-ID area compare with the U.S.?
The median household income in the Ontario area is $62,568 a year, 23% below the U.S. median of $80,734. The population rose 5.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $308,900, against $332,700 for the U.S. For its number of households, the Ontario area has the most map listings, relative to the U.S., for pet grooming and boarding businesses (94% above the U.S. rate) and the fewest for real estate businesses (32% 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. 46 of the 56 business types have a score in the Ontario 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 Ontario 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 Ontario 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 Ontario 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.