Small-town market profile · Oregon
The Dalles, OR area market data
Population, household spending and competition for 56 business types in The Dalles area, each scored against other small-town markets.
- Population, 2025
- 26,310
- −1.1% since 2020
- Households
- 10,563
- Median household income
- $64,175
- +20.9% vs. 2015–2019, before inflation
- Median home value
- $367,400
- Jobs located here
- 10,091
- Highest market score
- 56
- Pet businesses, #198 of 527 scored small-town markets
A site report maps the competitors on map listings around any address in The Dalles area by name and distance, and the households and spending within reach. Or open the report at the center of The Dalles 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
An estimated 26,310 people live in The Dalles area, in 10,563 households. Population estimates put the population change in The Dalles area from 2020 to 2025 at −1.1%, against +3.1% for the U.S. The median household income in The Dalles area is $64,175 a year, 21% below the U.S. median of $80,734. That rose 20.9% from the 2015–2019 survey, before inflation.
Set against the U.S., households in The Dalles area 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 (78).
The highest Groundwork market scores in The Dalles area are for pet businesses (56), pet grooming and boarding businesses (55) and gas stations (52). The Dalles area ranks #198 of 527 scored small-town markets for pet businesses.
The Dalles area is made up of one county, Wasco County. For its number of households, The Dalles area has the most map listings, relative to the U.S., for property management companies (3.5 times the U.S. rate) and the fewest for real estate agents and brokers (47% below the U.S. rate).
All 56 business types in The Dalles area
Highest Groundwork market score first. Each score compares The Dalles 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 |
|---|---|---|---|---|---|---|---|
| Pet businesses | 56 | #198 of 527 | 14 | 13.3 | $642K | 73 | 4 |
| Pet grooming and boarding | 55 | #155 of 387 | 5 | 4.7 | $1.8M | 71 | Under 3 |
| Gas stations | 52 | #245 of 536 | 15 | 14.2 | $2M | 86 | 14 |
| Pizza | 51 | #239 of 520 | 6 | 5.7 | $6.1M | 120 | 23 |
| Fast food and sandwich shops | 51 | #271 of 537 | 10 | 9.5 | $3.7M | 120 | 23 |
| Spas and skin care | 49 | #257 of 504 | 8 | 7.6 | $1.2M | 136 | Under 3 |
| Real estate agents and brokers | 48 | #284 of 533 | 17 | 16.1 | Index only | 187 | 19 |
| Auto repair shops | 48 | #300 of 538 | 26 | 24.6 | $452K | 102 | 16 |
| Grocery stores | 47 | #289 of 506 | 5 | 4.7 | $11.9M | 128 | 7 |
| Gyms | 46 | #297 of 506 | 9 | 8.5 | $1M | 78 | 3 |
| Car washes and detailing | 45 | #261 of 441 | 6 | 5.7 | $2M | 78 | Under 3 |
| Auto repair and car care | 45 | #319 of 538 | 48 | 45.4 | $245K | 91 | 20 |
| Hair salons | 45 | #323 of 538 | 20 | 18.9 | $475K | 110 | 7 |
| Salons, barbers and spas | 45 | #329 of 538 | 35 | 33.1 | $272K | 128 | 11 |
| Chiropractors | 43 | #260 of 426 | 5 | 4.7 | $2.4M | 102 | 4 |
| Primary care and pediatrics | 43 | #293 of 458 | 7 | 6.6 | $1.7M | 98 | 13 |
| Convenience stores | 43 | #347 of 529 | 10 | 9.5 | $6M | 76 | 4 |
| Gyms, studios and classes | 43 | #357 of 535 | 15 | 14.2 | $608K | 92 | 6 |
| Child care and preschools | 42 | #301 of 454 | 7 | 6.6 | $781K | 78 | 11 |
| Clothing, shoes and laundry | 42 | #340 of 536 | 19 | 18.0 | $893K | 101 | 5 |
| Grocery and convenience stores | 42 | #363 of 538 | 21 | 19.9 | $2.8M | 84 | 11 |
| Clothing and shoe stores | 39 | #365 of 536 | 15 | 14.2 | $1.1M | 89 | 5 |
| Barbershops | 37 | #274 of 377 | 6 | 5.7 | $1.6M | 84 | Under 3 |
| Veterinarians | 36 | #301 of 398 | 6 | 5.7 | $1.5M | 55 | 4 |
| Lawn, cleaning and pest control | 32 | #414 of 481 | 8 | 7.6 | $1.6M | 93 | 21 |
| Doctors, dentists and clinics | 32 | #433 of 538 | 78 | 73.8 | $156K | 102 | 34 |
| Insurance agencies | 31 | #430 of 537 | 23 | 21.8 | $949K | 76 | 12 |
| Home repair trades | 31 | #463 of 526 | 14 | 13.3 | $1.9M | 79 | 24 |
| Real estate | 30 | #504 of 536 | 35 | 33.1 | Index only | 114 | 33 |
| Mortgage brokers and lenders | 28 | #157 of 177 | 6 | 5.7 | Index only | 74 | 3 |
| Optometrists and eye care | 28 | #352 of 400 | 6 | 5.7 | $2M | 65 | Under 3 |
| Physical therapy | 27 | #347 of 400 | 7 | 6.6 | $1.7M | 72 | 6 |
| Property management | 25 | #170 of 180 | 11 | 10.4 | Index only | 28 | 6 |
| Bakeries and dessert shops | 25 | #480 of 507 | 15 | 14.2 | $2.4M | 59 | 7 |
| Dentists and orthodontists | 24 | #494 of 526 | 13 | 12.3 | $937K | 95 | 11 |
| Sit-down restaurants | 24 | #501 of 538 | 68 | 64.4 | $538K | 81 | 29 |
| Coffee shops and cafes | 23 | #508 of 529 | 24 | 22.7 | $1.5M | 41 | 7 |
| Restaurants and cafes | 20 | #517 of 538 | 155 | 146.7 | $236K | 64 | 59 |
| HVAC and plumbing | 19 | #471 of 476 | 12 | 11.4 | $2.2M | 47 | 13 |
| Landscaping and lawn care | Not scored | Not scored | 4 | 3.8 | $3.1M | 107 | 16 |
| Tire shops | Not scored | Not scored | 4 | 3.8 | $2.9M | 117 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 3 | 2.8 | $3.9M | 127 | 4 |
| Funeral homes | Not scored | Not scored | 3 | 2.8 | $583K | 86 | Under 3 |
| House cleaning | Not scored | Not scored | 3 | 2.8 | $4.2M | 65 | 5 |
| Martial arts and dance studios | Not scored | Not scored | 3 | 2.8 | $3M | 151 | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 2.8 | $3M | 75 | 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.9 | $5.9M | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.9 | $13.4M | Too few | 4 |
| Dry cleaners | Not scored | Not scored | 1 | 0.9 | $17M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.9 | Index only | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 0.9 | $17M | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 1 | 0.9 | $9.5M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.9 | $12.5M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 0.9 | $9M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.9 | $12.2M | Too few | Under 3 |
| Electricians | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 7 |
Household spending in The Dalles 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 | $11.8M | $1,114 | 116 |
| Gasoline and other fuels | $30.6M | $2,897 | 112 |
| Food away from home | $36.6M | $3,464 | 85 |
| Groceries | $59.6M | $5,644 | 89 |
| Personal care products and services | $9.5M | $900 | 90 |
| Child care and other personal services | $5.5M | $517 | 89 |
| Memberships, classes and admissions | $9.1M | $863 | 88 |
| Medical and dental services | $12.2M | $1,153 | 90 |
| Pets | $9M | $851 | 94 |
| Clothing, shoes and related services | $17M | $1,607 | 78 |
| Vehicle insurance | $21.8M | $2,067 | 106 |
| Home repairs, maintenance and insurance | $26.7M | $2,532 | 84 |
| Lawn care, cleaning and other household services | $12.5M | $1,183 | 84 |
| Rent and homeowner costs | $173M | $16,381 | 98 |
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 Dalles area
- Population, 2025 estimate
- 26,310−1.1% since 2020
- Households
- 10,563
- Median age
- 42.2
- Homes lived in by their owners
- 68%
- Vehicles per household
- 2.1
- Land area
- 2,381 sq. mi.
- People per square mile
- 11
- Median household income
- $64,175+20.9% vs. 2015–2019, before inflation
- Average household income
- $93,059
- Median home value
- $367,400
- Jobs located here
- 10,091
- Daytime population
- 24,380Residents who don’t work, plus everyone whose job is here
Looking at a specific site in The Dalles 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 Dalles 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 Dalles area 1
- Wasco County, OR26,552 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 Dalles, OR area growing?
Population estimates put The Dalles area at 26,310 people in 2025, down 1.1% since 2020, against +3.1% for the U.S. It has 10,563 households. Against the 2015–2019 survey, median household income rose 20.9%, before inflation.
How much do households in The Dalles, OR area spend?
Households in The Dalles area spend about $173M a year on rent and homeowner costs, $59.6M on groceries and $36.6M on food away from home. Relative to the U.S., household spending in The Dalles area 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 (78).
Which business types have the highest market scores in The Dalles, OR area?
Of the business types scored in The Dalles area, pet businesses (56), pet grooming and boarding businesses (55) and gas stations (52) have the highest Groundwork market scores. For pet businesses, that ranks #198 of 527 scored small-town markets.
How does The Dalles, OR area compare with the U.S.?
Median household income in The Dalles area is $64,175, 21% below the U.S. median of $80,734. The population fell 1.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $367,400, against $332,700 for the U.S. Against the U.S., map listings per household run highest for property management companies (3.5 times the U.S. rate) and lowest for real estate agents and brokers (47% 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. 39 of the 56 business types have a score in The Dalles 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 Dalles 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.
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Screening a site or an acquisition in The Dalles 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 Dalles 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.