Small-town market profile · Utah
Vernal, UT area market data
Population, household spending and competition for 56 business types in the Vernal area, each scored against other small-town markets.
- Population, 2025
- 38,278
- +7.3% since 2020
- Households
- 12,145
- Median household income
- $73,746
- +13.0% vs. 2015–2019, before inflation
- Median home value
- $298,600
- Jobs located here
- 13,294
- Highest market score
- 89
- Gas stations, #4 of 536 scored small-town markets
A site report maps the competitors on map listings around any address in the Vernal area by name and distance, and the households and spending within reach. Or open the report at the center of the Vernal 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 38,278 people live in the Vernal area, in 12,145 households. Population estimates put the population change in the Vernal area from 2020 to 2025 at +7.3%, faster than the U.S. (+3.1%). The median household income in the Vernal area is $73,746 a year, 9% below the U.S. median of $80,734. That rose 13.0% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Vernal 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 (82).
The highest Groundwork market scores in the Vernal area are for gas stations (89), veterinarians (80) and pizza places (75). The Vernal area ranks #4 of 536 scored small-town markets for gas stations.
The Vernal area is made up of one county, Uintah County. For its number of households, the Vernal area has the most map listings, relative to the U.S., for pet grooming and boarding businesses (3 times the U.S. rate) and the fewest for medical and dental practices (36% below the U.S. rate).
All 56 business types in the Vernal area
Highest Groundwork market score first. Each score compares the Vernal 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 |
|---|---|---|---|---|---|---|---|
| Gas stations | 89 | #4 of 536 | 15 | 12.4 | $2.5M | 104 | 9 |
| Veterinarians | 80 | #18 of 398 | 5 | 4.1 | $2.2M | 81 | Under 3 |
| Pizza | 75 | #40 of 520 | 5 | 4.1 | $9M | 176 | 25 |
| Sit-down restaurants | 74 | #50 of 538 | 54 | 44.5 | $830K | 125 | 21 |
| Primary care and pediatrics | 69 | #88 of 458 | 7 | 5.8 | $2.1M | 118 | 12 |
| Barbershops | 68 | #81 of 377 | 6 | 4.9 | $1.9M | 102 | Under 3 |
| Restaurants and cafes | 68 | #91 of 538 | 108 | 88.9 | $415K | 112 | 57 |
| Child care and preschools | 67 | #101 of 454 | 10 | 8.2 | $710K | 71 | 6 |
| Grocery and convenience stores | 67 | #113 of 538 | 27 | 22.2 | $2.6M | 78 | 7 |
| Mortgage brokers and lenders | 66 | #30 of 177 | 5 | 4.1 | Index only | 107 | Under 3 |
| Martial arts and dance studios | 66 | #77 of 378 | 6 | 4.9 | $1.9M | 96 | 3 |
| HVAC and plumbing | 65 | #92 of 476 | 7 | 5.8 | $4.6M | 97 | 11 |
| Coffee shops and cafes | 64 | #111 of 529 | 9 | 7.4 | $5M | 135 | 11 |
| Doctors, dentists and clinics | 62 | #148 of 538 | 66 | 54.3 | $223K | 146 | 39 |
| Gyms | 61 | #140 of 506 | 11 | 9.1 | $1.1M | 81 | 4 |
| Pet businesses | 59 | #158 of 527 | 22 | 18.1 | $501K | 57 | 5 |
| Gyms, studios and classes | 59 | #168 of 535 | 19 | 15.6 | $611K | 92 | 7 |
| Fast food and sandwich shops | 59 | #192 of 537 | 18 | 14.8 | $2.5M | 82 | 25 |
| Property management | 56 | #74 of 180 | 6 | 4.9 | Index only | 62 | 5 |
| Chiropractors | 56 | #166 of 426 | 7 | 5.8 | $2.1M | 88 | 4 |
| Lawn, cleaning and pest control | 56 | #182 of 481 | 10 | 8.2 | $1.5M | 89 | 15 |
| Home repair trades | 54 | #222 of 526 | 17 | 14.0 | $1.9M | 78 | 21 |
| Convenience stores | 53 | #259 of 529 | 16 | 13.2 | $4.4M | 56 | 4 |
| Spas and skin care | 51 | #241 of 504 | 16 | 13.2 | $722K | 82 | Under 3 |
| Car washes and detailing | 49 | #227 of 441 | 8 | 6.6 | $1.8M | 71 | 5 |
| Bakeries and dessert shops | 49 | #273 of 507 | 12 | 9.9 | $3.7M | 90 | 11 |
| Real estate agents and brokers | 46 | #324 of 533 | 34 | 28.0 | Index only | 112 | 29 |
| Salons, barbers and spas | 45 | #340 of 538 | 62 | 51.0 | $186K | 88 | 12 |
| Dentists and orthodontists | 44 | #317 of 526 | 13 | 10.7 | $1.1M | 115 | 17 |
| Real estate | 44 | #341 of 536 | 46 | 37.9 | Index only | 104 | 41 |
| Hair salons | 43 | #350 of 538 | 35 | 28.8 | $330K | 77 | 9 |
| Tire shops | 42 | #288 of 431 | 11 | 9.1 | $1.3M | 52 | 7 |
| Clothing and shoe stores | 42 | #337 of 536 | 22 | 18.1 | $929K | 73 | 10 |
| Insurance agencies | 42 | #338 of 537 | 24 | 19.8 | $1.1M | 87 | 18 |
| Clothing, shoes and laundry | 42 | #345 of 536 | 30 | 24.7 | $681K | 77 | 10 |
| Electricians | 41 | #203 of 295 | 9 | 7.4 | $3.6M | 30 | 10 |
| Auto repair shops | 40 | #377 of 538 | 51 | 42.0 | $282K | 63 | 27 |
| Auto repair and car care | 40 | #384 of 538 | 81 | 66.7 | $177K | 66 | 42 |
| Pet grooming and boarding | 39 | #279 of 387 | 13 | 10.7 | $847K | 33 | 5 |
| Funeral homes | 35 | #279 of 365 | 5 | 4.1 | $279K | 41 | Under 3 |
| Pest control | 33 | #68 of 85 | 5 | 4.1 | $3M | 29 | 3 |
| Collision repair and body shops | Not scored | Not scored | 4 | 3.3 | $3.6M | 116 | 4 |
| Grocery stores | Not scored | Not scored | 4 | 3.3 | $17.8M | 191 | 3 |
| Nail salons | Not scored | Not scored | 4 | 3.3 | $2.9M | 173 | Under 3 |
| House cleaning | Not scored | Not scored | 3 | 2.5 | $5M | 78 | 7 |
| Laundromats | Not scored | Not scored | 3 | 2.5 | $6.8M | 54 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 3 | 2.5 | $4.9M | 157 | 3 |
| Physical therapy | Not scored | Not scored | 3 | 2.5 | $4.9M | 204 | 3 |
| Landscaping and lawn care | Not scored | Not scored | 2 | 1.6 | $7.5M | Too few | 5 |
| Pet stores | Not scored | Not scored | 2 | 1.6 | $5.5M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.6 | $5.8M | Too few | 4 |
| Dry cleaners | Not scored | Not scored | 1 | 0.8 | $20.4M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.8 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.8 | $14.4M | Too few | 3 |
| Roofing and gutters | Not scored | Not scored | 1 | 0.8 | $32.3M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Vernal 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 | $14.4M | $1,182 | 123 |
| Gasoline and other fuels | $37.1M | $3,058 | 118 |
| Food away from home | $44.8M | $3,692 | 91 |
| Groceries | $71.1M | $5,855 | 93 |
| Personal care products and services | $11.6M | $951 | 95 |
| Child care and other personal services | $7.1M | $585 | 101 |
| Memberships, classes and admissions | $11.6M | $956 | 97 |
| Medical and dental services | $14.7M | $1,212 | 94 |
| Pets | $11M | $907 | 100 |
| Clothing, shoes and related services | $20.4M | $1,682 | 82 |
| Vehicle insurance | $26.3M | $2,163 | 111 |
| Home repairs, maintenance and insurance | $32.3M | $2,663 | 88 |
| Lawn care, cleaning and other household services | $15M | $1,234 | 87 |
| Rent and homeowner costs | $208M | $17,123 | 103 |
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 Vernal area
- Population, 2025 estimate
- 38,278+7.3% since 2020
- Households
- 12,145
- Median age
- 33.8
- Homes lived in by their owners
- 74%
- Vehicles per household
- 2.1
- Land area
- 4,483 sq. mi.
- People per square mile
- 8
- Median household income
- $73,746+13.0% vs. 2015–2019, before inflation
- Average household income
- $94,276
- Median home value
- $298,600
- Jobs located here
- 13,294
- Daytime population
- 33,300Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Vernal 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 Vernal 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 Vernal area 1
- Uintah County, UT37,056 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
- Price, UT area20,517 people
Questions
How fast is the Vernal, UT area growing?
Population estimates put the Vernal area at 38,278 people in 2025, up 7.3% since 2020, faster than the U.S. (+3.1%). It has 12,145 households. Against the 2015–2019 survey, median household income rose 13.0%, before inflation.
How much do households in the Vernal, UT area spend?
Households in the Vernal area spend about $208M a year on rent and homeowner costs, $71.1M on groceries and $44.8M on food away from home. Relative to the U.S., household spending in the Vernal 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 (82).
Which business types have the highest market scores in the Vernal, UT area?
Of the business types scored in the Vernal area, gas stations (89), veterinarians (80) and pizza places (75) have the highest Groundwork market scores. For gas stations, that ranks #4 of 536 scored small-town markets.
How does the Vernal, UT area compare with the U.S.?
Median household income in the Vernal area is $73,746, 9% below the U.S. median of $80,734. The population rose 7.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $298,600, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (3 times the U.S. rate) and lowest for medical and dental practices (36% 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. 41 of the 56 business types have a score in the Vernal 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 Vernal 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 Vernal 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 Vernal 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.