Small-town market profile · Utah
Heber, UT area market data
Population, household spending and competition for 56 business types in the Heber area, each scored against other small-town markets.
- Population, 2025
- 81,655
- +5.3% since 2020
- Households
- 28,610
- Median household income
- $127,160
- +33.9% vs. 2015–2019, before inflation
- Median home value
- $893,100
- Jobs located here
- 44,451
- Highest market score
- 96
- Collision repair and body shops, #1 of 387 scored small-town markets
A site report maps the competitors on map listings around any address in the Heber area by name and distance, and the households and spending within reach. Or open the report at the center of the Heber 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 81,655 people live in the Heber area, in 28,610 households. Between 2020 and 2025, the population of the Heber area grew 5.3%, faster than the U.S. (+3.1%). The median household income in the Heber area is $127,160 a year, 58% above the U.S. median of $80,734. That rose 33.9% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Heber area spend the most on child care and other personal services (an index of 187, where 100 is the U.S. average) and the least on groceries (113, still above the U.S.).
The highest Groundwork market scores in the Heber area are for collision repair and body shops (96), gas stations (94) and auto repair shops (93). The Heber area ranks #1 of 387 scored small-town markets for collision repair and body shops.
The Heber area takes in 2 counties: Summit County and Wasatch County. For its number of households, the Heber area has the most map listings, relative to the U.S., for property management companies (4.5 times the U.S. rate) and the fewest for hair salons (27% below the U.S. rate).
All 56 business types in the Heber area
Highest Groundwork market score first. Each score compares the Heber 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 | 96 | #1 of 387 | 7 | 2.4 | $5.6M | 183 | 4 |
| Gas stations | 94 | #2 of 536 | 33 | 11.5 | $2.8M | 119 | 16 |
| Auto repair shops | 93 | #2 of 538 | 46 | 16.1 | $856K | 193 | 23 |
| Optometrists and eye care | 90 | #3 of 400 | 10 | 3.5 | $4.7M | 151 | 4 |
| Auto repair and car care | 88 | #6 of 538 | 93 | 32.5 | $424K | 158 | 41 |
| Tire shops | 80 | #22 of 431 | 10 | 3.5 | $3.9M | 157 | 7 |
| Convenience stores | 77 | #40 of 529 | 24 | 8.4 | $8.5M | 108 | 10 |
| Pest control | 76 | #7 of 85 | 5 | 1.7 | $9.7M | 95 | 8 |
| Hair salons | 74 | #33 of 538 | 49 | 17.1 | $762K | 177 | 22 |
| HVAC and plumbing | 73 | #33 of 476 | 17 | 5.9 | $6.2M | 131 | 32 |
| Child care and preschools | 72 | #61 of 454 | 27 | 9.4 | $1.2M | 115 | 22 |
| Barbershops | 70 | #73 of 377 | 20 | 7.0 | $1.9M | 99 | Under 3 |
| Veterinarians | 69 | #69 of 398 | 15 | 5.2 | $2.5M | 93 | 14 |
| Pizza | 68 | #93 of 520 | 27 | 9.4 | $5.5M | 109 | 72 |
| Fast food and sandwich shops | 68 | #104 of 537 | 45 | 15.7 | $3.3M | 109 | 72 |
| Grocery and convenience stores | 67 | #109 of 538 | 66 | 23.1 | $3.1M | 91 | 32 |
| Pet stores | 66 | #50 of 220 | 12 | 4.2 | $3.2M | 70 | 5 |
| Gyms | 65 | #92 of 506 | 38 | 13.3 | $1.3M | 102 | 17 |
| Nail salons | 65 | #95 of 387 | 16 | 5.6 | $2.3M | 140 | 7 |
| Electricians | 63 | #68 of 295 | 11 | 3.8 | $9.6M | 80 | 51 |
| Primary care and pediatrics | 63 | #126 of 458 | 21 | 7.3 | $2.2M | 126 | 71 |
| Martial arts and dance studios | 62 | #104 of 378 | 24 | 8.4 | $2.1M | 105 | 29 |
| Chiropractors | 61 | #131 of 426 | 22 | 7.7 | $2.1M | 90 | 12 |
| Grocery stores | 61 | #150 of 506 | 23 | 8.0 | $8.9M | 95 | 22 |
| Pet grooming and boarding | 59 | #131 of 387 | 21 | 7.3 | $1.8M | 71 | 21 |
| Car washes and detailing | 59 | #148 of 441 | 20 | 7.0 | $2M | 78 | 7 |
| Pet businesses | 59 | #154 of 527 | 56 | 19.6 | $678K | 77 | 40 |
| Home repair trades | 58 | #166 of 526 | 46 | 16.1 | $2.3M | 95 | 93 |
| Roofing and gutters | 53 | #127 of 288 | 18 | 6.3 | $5.9M | 70 | 10 |
| Salons, barbers and spas | 53 | #235 of 538 | 170 | 59.4 | $220K | 103 | 51 |
| Gyms, studios and classes | 52 | #260 of 535 | 89 | 31.1 | $569K | 86 | 46 |
| Insurance agencies | 49 | #271 of 537 | 48 | 16.8 | $1.4M | 108 | 45 |
| Physical therapy | 48 | #224 of 400 | 26 | 9.1 | $1.8M | 76 | 19 |
| Yoga, Pilates and fitness studios | 47 | #66 of 112 | 27 | 9.4 | $1.9M | 46 | 17 |
| Bakeries and dessert shops | 44 | #322 of 507 | 49 | 17.1 | $3M | 74 | 35 |
| Doctors, dentists and clinics | 44 | #334 of 538 | 354 | 123.7 | $133K | 87 | 155 |
| Landscaping and lawn care | 43 | #252 of 399 | 30 | 10.5 | $1.6M | 55 | 99 |
| Dentists and orthodontists | 43 | #337 of 526 | 52 | 18.2 | $908K | 92 | 45 |
| Coffee shops and cafes | 42 | #356 of 529 | 74 | 25.9 | $2M | 54 | 31 |
| Sit-down restaurants | 41 | #370 of 538 | 334 | 116.7 | $447K | 67 | 112 |
| Restaurants and cafes | 41 | #372 of 538 | 579 | 202.4 | $258K | 70 | 215 |
| House cleaning | 40 | #100 of 142 | 18 | 6.3 | $2.7M | 42 | 62 |
| Mortgage brokers and lenders | 40 | #125 of 177 | 28 | 9.8 | Index only | 58 | 16 |
| Lawn, cleaning and pest control | 40 | #328 of 481 | 53 | 18.5 | $913K | 54 | 169 |
| Clothing and shoe stores | 40 | #361 of 536 | 123 | 43.0 | $551K | 43 | 78 |
| Clothing, shoes and laundry | 40 | #369 of 536 | 152 | 53.1 | $446K | 51 | 78 |
| Property management | 38 | #138 of 180 | 39 | 13.6 | Index only | 29 | 87 |
| Spas and skin care | 38 | #392 of 504 | 83 | 29.0 | $450K | 51 | 19 |
| Real estate | 38 | #423 of 536 | 380 | 132.8 | Index only | 39 | 409 |
| Real estate agents and brokers | 38 | #425 of 533 | 307 | 107.3 | Index only | 38 | 255 |
| Home inspectors | Not scored | Not scored | 6 | 2.1 | Index only | 40 | 6 |
| Dry cleaners | Not scored | Not scored | 5 | 1.7 | $13.6M | 87 | Under 3 |
| Funeral homes | Not scored | Not scored | 4 | 1.4 | $848K | 125 | Under 3 |
| Laundromats | Not scored | Not scored | 4 | 1.4 | $17M | 136 | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 3 | 1.0 | $15.7M | 64 | 4 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.7 | $19.7M | Too few | 3 |
Household spending in the Heber 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 | $39.4M | $1,377 | 144 |
| Gasoline and other fuels | $93.5M | $3,267 | 126 |
| Food away from home | $149.3M | $5,217 | 128 |
| Groceries | $204M | $7,132 | 113 |
| Personal care products and services | $37.3M | $1,305 | 130 |
| Child care and other personal services | $31.1M | $1,086 | 187 |
| Memberships, classes and admissions | $50.6M | $1,769 | 180 |
| Medical and dental services | $47.2M | $1,651 | 128 |
| Pets | $37.9M | $1,326 | 146 |
| Clothing, shoes and related services | $67.8M | $2,371 | 115 |
| Vehicle insurance | $65.3M | $2,283 | 117 |
| Home repairs, maintenance and insurance | $106M | $3,704 | 123 |
| Lawn care, cleaning and other household services | $48.4M | $1,692 | 120 |
| Rent and homeowner costs | $636.1M | $22,232 | 133 |
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 Heber area
- Population, 2025 estimate
- 81,655+5.3% since 2020
- Households
- 28,610
- Median age
- 39.0
- Homes lived in by their owners
- 80%
- Vehicles per household
- 2.3
- Land area
- 3,048 sq. mi.
- People per square mile
- 26
- Median household income
- $127,160+33.9% vs. 2015–2019, before inflation
- Average household income
- $191,327
- Median home value
- $893,100
- Jobs located here
- 44,451
- Daytime population
- 77,963Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Heber 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 Heber 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 Heber area 2
- Summit County, UT42,970 people
- Wasatch County, UT36,642 people
Other markets based in Utah 9
- Salt Lake City-Murray, UT metro area1,275,870 people
- Provo-Orem-Lehi, UT metro area717,986 people
- Ogden, UT metro area653,374 people
- St. George, UT metro area196,431 people
- Logan, UT-ID metro area155,102 people
- Brigham City, UT-ID area66,014 people
- Cedar City, UT area62,252 people
- Vernal, UT area37,056 people
- Price, UT area20,517 people
Questions
How fast is the Heber, UT area growing?
Population estimates put the Heber area at 81,655 people in 2025, up 5.3% since 2020, faster than the U.S. (+3.1%). It has 28,610 households. Against the 2015–2019 survey, median household income rose 33.9%, before inflation.
How much do households in the Heber, UT area spend?
Households in the Heber area spend about $636.1M a year on rent and homeowner costs, $204M on groceries and $149.3M on food away from home. Relative to the U.S., household spending in the Heber area runs highest on child care and other personal services (an index of 187, where 100 is the U.S. average) and lowest on groceries (113, still above the U.S.).
Which business types have the highest market scores in the Heber, UT area?
Of the business types scored in the Heber area, collision repair and body shops (96), gas stations (94) and auto repair shops (93) have the highest Groundwork market scores. For collision repair and body shops, that ranks #1 of 387 scored small-town markets.
How does the Heber, UT area compare with the U.S.?
Median household income in the Heber area is $127,160, 58% above the U.S. median of $80,734. The population rose 5.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $893,100, against $332,700 for the U.S. Against the U.S., map listings per household run highest for property management companies (4.5 times the U.S. rate) and lowest for hair salons (27% 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. 50 of the 56 business types have a score in the Heber 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 Heber 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 Heber 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 Heber 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.