County profile · Oregon
Umatilla County, OR market data
Population, household spending and competition for 56 business types in Umatilla County, each scored against other counties.
- Population, 2025
- 81,119
- +1.5% since 2020
- Households
- 28,707
- Median household income
- $67,728
- +23.8% vs. 2015–2019, before inflation
- Median home value
- $282,600
- Jobs located here
- 32,108
- Highest market score
- 78
- Martial arts and dance studios, #58 of 1,334 scored counties
A site report maps the competitors on map listings around any address in Umatilla County by name and distance, and the households and spending within reach. Or open the report at the center of Umatilla 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
An estimated 81,119 people live in Umatilla County, in 28,707 households. Population estimates put the population change in Umatilla County from 2020 to 2025 at +1.5%, slower than the U.S. (+3.1%). The median household income in Umatilla County is $67,728 a year, 16% below the U.S. median of $80,734. That rose 23.8% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Umatilla County 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 (80).
The highest Groundwork market scores in Umatilla County are for martial arts and dance studios (78), gyms and studios (74) and gyms (73). Umatilla County ranks #58 of 1,334 scored counties for martial arts and dance studios.
Umatilla County is part of the Hermiston-Pendleton area. For its number of households, Umatilla County has the most map listings, relative to the U.S., for convenience stores (74% above the U.S. rate) and the fewest for gyms and studios (51% below the U.S. rate).
All 56 business types in Umatilla County
Highest Groundwork market score first. Each score compares Umatilla 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 |
|---|---|---|---|---|---|---|---|
| Martial arts and dance studios | 78 | #58 of 1,334 | 8 | 2.8 | $3.2M | 159 | 3 |
| Gyms, studios and classes | 74 | #149 of 2,088 | 21 | 7.3 | $1.2M | 185 | 10 |
| Gyms | 73 | #158 of 1,792 | 12 | 4.2 | $2.1M | 165 | 7 |
| Pet grooming and boarding | 72 | #176 of 1,461 | 7 | 2.4 | $3.6M | 141 | 5 |
| Child care and preschools | 71 | #227 of 1,611 | 9 | 3.1 | $1.7M | 174 | 16 |
| Car washes and detailing | 69 | #250 of 1,451 | 10 | 3.5 | $3.4M | 134 | 5 |
| Primary care and pediatrics | 67 | #312 of 1,656 | 11 | 3.8 | $3.1M | 173 | 26 |
| Pizza | 67 | #386 of 2,090 | 13 | 4.5 | $7.9M | 154 | 49 |
| Pet businesses | 67 | #395 of 2,200 | 30 | 10.5 | $839K | 96 | 12 |
| Roofing and gutters | 66 | #223 of 1,177 | 6 | 2.1 | $12.4M | 146 | 3 |
| Hair salons | 66 | #420 of 2,339 | 46 | 16.0 | $574K | 133 | 11 |
| Physical therapy | 65 | #316 of 1,422 | 7 | 2.4 | $4.8M | 201 | 10 |
| Funeral homes | 63 | #406 of 1,472 | 6 | 2.1 | $698K | 103 | 3 |
| Real estate agents and brokers | 63 | #438 of 2,176 | 55 | 19.2 | Index only | 160 | 15 |
| Nail salons | 60 | #388 of 1,328 | 8 | 2.8 | $3.3M | 198 | 7 |
| Landscaping and lawn care | 60 | #456 of 1,493 | 10 | 3.5 | $3.5M | 118 | 20 |
| Spas and skin care | 60 | #519 of 1,769 | 19 | 6.6 | $1.4M | 159 | Under 3 |
| Salons, barbers and spas | 60 | #644 of 2,385 | 88 | 30.7 | $300K | 141 | 20 |
| Auto repair shops | 58 | #806 of 2,378 | 69 | 24.0 | $489K | 110 | 35 |
| Lawn, cleaning and pest control | 56 | #631 of 1,771 | 17 | 5.9 | $2M | 121 | 36 |
| Home repair trades | 56 | #738 of 2,057 | 29 | 10.1 | $2.6M | 105 | 40 |
| Optometrists and eye care | 54 | #582 of 1,302 | 10 | 3.5 | $3.4M | 108 | 5 |
| Electricians | 53 | #511 of 1,160 | 6 | 2.1 | $12.4M | 103 | 17 |
| Veterinarians | 53 | #676 of 1,485 | 13 | 4.5 | $1.9M | 71 | 7 |
| Insurance agencies | 53 | #1,011 of 2,272 | 39 | 13.6 | $1.6M | 127 | 27 |
| Doctors, dentists and clinics | 53 | #1,038 of 2,394 | 138 | 48.1 | $245K | 161 | 78 |
| Auto repair and car care | 53 | #1,083 of 2,401 | 119 | 41.5 | $283K | 105 | 54 |
| HVAC and plumbing | 52 | #786 of 1,707 | 17 | 5.9 | $4.4M | 92 | 20 |
| Gas stations | 52 | #1,098 of 2,358 | 53 | 18.5 | $1.7M | 69 | 29 |
| Chiropractors | 51 | #696 of 1,490 | 13 | 4.5 | $2.6M | 109 | 9 |
| Barbershops | 50 | #695 of 1,356 | 13 | 4.5 | $2M | 108 | Under 3 |
| Property management | 48 | #470 of 910 | 6 | 2.1 | Index only | 144 | 34 |
| Real estate | 47 | #1,226 of 2,229 | 78 | 27.2 | Index only | 142 | 62 |
| Fast food and sandwich shops | 47 | #1,277 of 2,222 | 41 | 14.3 | $2.5M | 82 | 49 |
| Pet stores | 46 | #554 of 974 | 7 | 2.4 | $3.6M | 79 | Under 3 |
| Tire shops | 46 | #884 of 1,530 | 17 | 5.9 | $2M | 79 | 8 |
| Collision repair and body shops | 45 | #782 of 1,327 | 14 | 4.9 | $2.4M | 78 | 10 |
| Bakeries and dessert shops | 44 | #1,144 of 1,889 | 24 | 8.4 | $4.3M | 103 | 19 |
| Grocery stores | 44 | #1,215 of 2,070 | 19 | 6.6 | $8.7M | 93 | 15 |
| Clothing, shoes and laundry | 44 | #1,343 of 2,210 | 49 | 17.1 | $959K | 109 | 14 |
| Clothing and shoe stores | 43 | #1,292 of 2,087 | 37 | 12.9 | $1.3M | 100 | 14 |
| Dentists and orthodontists | 38 | #1,359 of 1,886 | 32 | 11.1 | $1.1M | 108 | 28 |
| Sit-down restaurants | 36 | #1,797 of 2,405 | 158 | 55.0 | $646K | 97 | 64 |
| Restaurants and cafes | 34 | #1,878 of 2,405 | 320 | 111.5 | $319K | 86 | 132 |
| Grocery and convenience stores | 33 | #1,861 of 2,402 | 75 | 26.1 | $2.2M | 65 | 31 |
| Mortgage brokers and lenders | 32 | #751 of 887 | 17 | 5.9 | Index only | 72 | 8 |
| Coffee shops and cafes | 32 | #1,688 of 2,063 | 39 | 13.6 | $2.6M | 71 | 19 |
| Convenience stores | 31 | #1,778 of 2,261 | 40 | 13.9 | $4.1M | 52 | 16 |
| Laundromats | 23 | #686 of 785 | 6 | 2.1 | $7.8M | 63 | Under 3 |
| House cleaning | Not scored | Not scored | 4 | 1.4 | $8.6M | 135 | 16 |
| Pest control | Not scored | Not scored | 3 | 1.0 | $11.5M | 113 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.7 | $16.9M | Too few | 4 |
| Dry cleaners | Not scored | Not scored | 1 | 0.3 | $47M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.3 | $25.7M | Too few | 7 |
| Home inspectors | 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 Umatilla 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 | $33.7M | $1,174 | 123 |
| Gasoline and other fuels | $87.6M | $3,050 | 118 |
| Food away from home | $102.1M | $3,555 | 87 |
| Groceries | $164.5M | $5,730 | 91 |
| Personal care products and services | $26.4M | $920 | 92 |
| Child care and other personal services | $15.7M | $546 | 94 |
| Memberships, classes and admissions | $25.7M | $897 | 91 |
| Medical and dental services | $33.8M | $1,179 | 92 |
| Pets | $25.2M | $877 | 96 |
| Clothing, shoes and related services | $47M | $1,637 | 80 |
| Vehicle insurance | $62.1M | $2,163 | 111 |
| Home repairs, maintenance and insurance | $74.2M | $2,586 | 86 |
| Lawn care, cleaning and other household services | $34.5M | $1,202 | 85 |
| Rent and homeowner costs | $478.9M | $16,681 | 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 Umatilla County
- Population, 2025 estimate
- 81,119+1.5% since 2020
- Households
- 28,707
- Median age
- 37.5
- Homes lived in by their owners
- 68%
- Vehicles per household
- 2.2
- Land area
- 3,215 sq. mi.
- People per square mile
- 25
- Median household income
- $67,728+23.8% vs. 2015–2019, before inflation
- Average household income
- $86,272
- Median home value
- $282,600
- Jobs located here
- 32,108
- Daytime population
- 77,707Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Umatilla 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 Umatilla 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
- Morrow County, OR12,300 people
- Union County, OR26,144 people
- Gilliam County, OR1,971 people
- Wallowa County, OR7,553 people
- Wheeler County, OR1,485 people
- Sherman County, OR1,938 people
- Baker County, OR16,840 people
- Grant County, OR7,209 people
Questions
How fast is Umatilla County, OR growing?
Population estimates put Umatilla County at 81,119 people in 2025, up 1.5% since 2020, slower than the U.S. (+3.1%). It has 28,707 households. Against the 2015–2019 survey, median household income rose 23.8%, before inflation.
How much do households in Umatilla County, OR spend?
Households in Umatilla County spend about $478.9M a year on rent and homeowner costs, $164.5M on groceries and $102.1M on food away from home. Relative to the U.S., household spending in Umatilla County 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 (80).
Which business types have the highest market scores in Umatilla County, OR?
Of the business types scored in Umatilla County, martial arts and dance studios (78), gyms and studios (74) and gyms (73) have the highest Groundwork market scores. For martial arts and dance studios, that ranks #58 of 1,334 scored counties.
How does Umatilla County, OR compare with the U.S.?
Median household income in Umatilla County is $67,728, 16% below the U.S. median of $80,734. The population rose 1.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $282,600, against $332,700 for the U.S. Against the U.S., map listings per household run highest for convenience stores (74% above the U.S. rate) and lowest for gyms and studios (51% 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. 49 of the 56 business types have a score in Umatilla 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 Umatilla 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 Umatilla 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 Umatilla 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.