Small-town market profile · Utah
Price, UT area market data
Population, household spending and competition for 56 business types in the Price area, each scored against other small-town markets.
- Population, 2025
- 20,680
- +1.0% since 2020
- Households
- 8,123
- Median household income
- $58,377
- +14.1% vs. 2015–2019, before inflation
- Median home value
- $228,500
- Jobs located here
- 7,904
- Highest market score
- 62
- Auto repair shops, #153 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Price area by name and distance, and the households and spending within reach. Or open the report at the center of the Price 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 20,680 people live in the Price area, in 8,123 households. Population estimates put the population change in the Price area from 2020 to 2025 at +1.0%, slower than the U.S. (+3.1%). The median household income in the Price area is $58,377 a year, 28% below the U.S. median of $80,734. That rose 14.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Price area spend the most on vehicle maintenance and repairs (an index of 118, where 100 is the U.S. average) and the least on clothing, shoes and related services (74).
The highest Groundwork market scores in the Price area are for auto repair shops (62), pet businesses (61) and convenience stores (61). The Price area ranks #153 of 538 scored small-town markets for auto repair shops.
The Price area is made up of one county, Carbon County. For its number of households, the Price area has the most map listings, relative to the U.S., for gas stations (2.5 times the U.S. rate) and the fewest for real estate agents and brokers (40% below the U.S. rate).
All 56 business types in the Price area
Highest Groundwork market score first. Each score compares the Price 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 |
|---|---|---|---|---|---|---|---|
| Auto repair shops | 62 | #153 of 538 | 24 | 29.5 | $381K | 86 | 6 |
| Pet businesses | 61 | #137 of 527 | 9 | 11.1 | $714K | 81 | Under 3 |
| Convenience stores | 61 | #163 of 529 | 5 | 6.2 | $8.8M | 112 | Under 3 |
| Lawn, cleaning and pest control | 59 | #152 of 481 | 5 | 6.2 | $1.8M | 108 | 4 |
| Grocery and convenience stores | 56 | #223 of 538 | 11 | 13.5 | $4M | 118 | 6 |
| Gyms, studios and classes | 55 | #211 of 535 | 10 | 12.3 | $618K | 93 | Under 3 |
| Sit-down restaurants | 55 | #213 of 538 | 33 | 40.6 | $794K | 120 | 14 |
| Insurance agencies | 53 | #233 of 537 | 11 | 13.5 | $1.6M | 124 | 9 |
| Car washes and detailing | 51 | #216 of 441 | 5 | 6.2 | $1.8M | 73 | Under 3 |
| Coffee shops and cafes | 50 | #262 of 529 | 6 | 7.4 | $4.4M | 118 | 4 |
| Real estate agents and brokers | 49 | #274 of 533 | 15 | 18.5 | Index only | 155 | 8 |
| Real estate | 48 | #292 of 536 | 20 | 24.6 | Index only | 147 | 11 |
| Child care and preschools | 47 | #255 of 454 | 5 | 6.2 | $750K | 75 | 7 |
| Bakeries and dessert shops | 47 | #283 of 507 | 6 | 7.4 | $4.4M | 105 | 4 |
| Restaurants and cafes | 46 | #305 of 538 | 71 | 87.4 | $369K | 99 | 35 |
| Primary care and pediatrics | 43 | #292 of 458 | 5 | 6.2 | $1.8M | 100 | 14 |
| Auto repair and car care | 41 | #370 of 538 | 46 | 56.6 | $199K | 74 | 15 |
| Salons, barbers and spas | 39 | #397 of 538 | 30 | 36.9 | $228K | 107 | 8 |
| Physical therapy | 38 | #294 of 400 | 5 | 6.2 | $1.8M | 74 | 3 |
| Grocery stores | 38 | #368 of 506 | 5 | 6.2 | $8.8M | 95 | 6 |
| Pizza | 38 | #379 of 520 | 7 | 8.6 | $3.7M | 74 | 17 |
| Clothing, shoes and laundry | 37 | #391 of 536 | 17 | 20.9 | $722K | 82 | 4 |
| Nail salons | 36 | #291 of 387 | 5 | 6.2 | $1.4M | 82 | Under 3 |
| Martial arts and dance studios | 36 | #294 of 378 | 5 | 6.2 | $1.2M | 61 | Under 3 |
| Gas stations | 36 | #414 of 536 | 22 | 27.1 | $1.1M | 46 | 12 |
| Home repair trades | 36 | #415 of 526 | 9 | 11.1 | $2.2M | 89 | 18 |
| Hair salons | 36 | #425 of 538 | 18 | 22.2 | $381K | 88 | 5 |
| Barbershops | 35 | #283 of 377 | 5 | 6.2 | $1.4M | 73 | Under 3 |
| Clothing and shoe stores | 31 | #437 of 536 | 16 | 19.7 | $767K | 60 | 4 |
| Fast food and sandwich shops | 30 | #449 of 537 | 13 | 16.0 | $2M | 66 | 17 |
| Tire shops | 29 | #361 of 431 | 8 | 9.8 | $1.1M | 46 | 5 |
| Doctors, dentists and clinics | 26 | #476 of 538 | 72 | 88.6 | $123K | 81 | 31 |
| Dentists and orthodontists | 19 | #516 of 526 | 16 | 19.7 | $555K | 56 | 14 |
| Electricians | Not scored | Not scored | 4 | 4.9 | $4.9M | 40 | 9 |
| Funeral homes | Not scored | Not scored | 4 | 4.9 | $286K | 42 | Under 3 |
| Gyms | Not scored | Not scored | 4 | 4.9 | $1.5M | 119 | Under 3 |
| Chiropractors | Not scored | Not scored | 3 | 3.7 | $3M | 124 | Under 3 |
| HVAC and plumbing | Not scored | Not scored | 3 | 3.7 | $6.5M | 136 | 9 |
| Landscaping and lawn care | Not scored | Not scored | 3 | 3.7 | $3M | 103 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 3 | 3.7 | $3M | 94 | Under 3 |
| Property management | Not scored | Not scored | 3 | 3.7 | Index only | 76 | Under 3 |
| Veterinarians | Not scored | Not scored | 3 | 3.7 | $2.1M | 79 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 2.5 | $4.6M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 2.5 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 2.5 | $4.6M | Too few | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 2 | 2.5 | $3.2M | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 2.5 | $9.7M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 1.2 | $9.1M | Too few | 4 |
| Laundromats | Not scored | Not scored | 1 | 1.2 | $12.3M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 1.2 | $9.1M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 1.2 | $6.4M | Too few | Under 3 |
| Spas and skin care | Not scored | Not scored | 1 | 1.2 | $6.9M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 1.2 | $8.9M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 1.2 | $6.2M | Too few | Under 3 |
| Dry cleaners | 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 |
Household spending in the Price 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 | $9.2M | $1,127 | 118 |
| Gasoline and other fuels | $24.1M | $2,969 | 114 |
| Food away from home | $26.2M | $3,225 | 79 |
| Groceries | $44M | $5,422 | 86 |
| Personal care products and services | $6.9M | $844 | 84 |
| Child care and other personal services | $3.8M | $462 | 79 |
| Memberships, classes and admissions | $6.2M | $761 | 77 |
| Medical and dental services | $8.9M | $1,093 | 85 |
| Pets | $6.4M | $791 | 87 |
| Clothing, shoes and related services | $12.3M | $1,511 | 74 |
| Vehicle insurance | $17.2M | $2,114 | 108 |
| Home repairs, maintenance and insurance | $19.4M | $2,393 | 79 |
| Lawn care, cleaning and other household services | $9.1M | $1,115 | 79 |
| Rent and homeowner costs | $127.1M | $15,647 | 94 |
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 Price area
- Population, 2025 estimate
- 20,680+1.0% since 2020
- Households
- 8,123
- Median age
- 39.2
- Homes lived in by their owners
- 68%
- Vehicles per household
- 2.1
- Land area
- 1,479 sq. mi.
- People per square mile
- 14
- Median household income
- $58,377+14.1% vs. 2015–2019, before inflation
- Average household income
- $75,548
- Median home value
- $228,500
- Jobs located here
- 7,904
- Daytime population
- 17,852Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Price 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 Price 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 Price area 1
- Carbon County, UT20,517 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
- Heber, UT area79,612 people
- Brigham City, UT-ID area66,014 people
- Cedar City, UT area62,252 people
- Vernal, UT area37,056 people
Questions
How fast is the Price, UT area growing?
Population estimates put the Price area at 20,680 people in 2025, up 1.0% since 2020, slower than the U.S. (+3.1%). It has 8,123 households. Against the 2015–2019 survey, median household income rose 14.1%, before inflation.
How much do households in the Price, UT area spend?
Households in the Price area spend about $127.1M a year on rent and homeowner costs, $44M on groceries and $26.2M on food away from home. Relative to the U.S., household spending in the Price area runs highest on vehicle maintenance and repairs (an index of 118, where 100 is the U.S. average) and lowest on clothing, shoes and related services (74).
Which business types have the highest market scores in the Price, UT area?
Of the business types scored in the Price area, auto repair shops (62), pet businesses (61) and convenience stores (61) have the highest Groundwork market scores. For auto repair shops, that ranks #153 of 538 scored small-town markets.
How does the Price, UT area compare with the U.S.?
Median household income in the Price area is $58,377, 28% below the U.S. median of $80,734. The population rose 1.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $228,500, against $332,700 for the U.S. Against the U.S., map listings per household run highest for gas stations (2.5 times the U.S. rate) and lowest for real estate agents and brokers (40% 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. 33 of the 56 business types have a score in the Price 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 Price 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 Price 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 Price 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.