Small-town market profile · Vermont
Rutland, VT area market data
Population, household spending and competition for 56 business types in the Rutland area, each scored against other small-town markets.
- Population, 2025
- 59,653
- −1.4% since 2020
- Households
- 25,321
- Median household income
- $68,616
- +22.2% vs. 2015–2019, before inflation
- Median home value
- $229,400
- Jobs located here
- 27,134
- Highest market score
- 70
- Barbershops, #65 of 377 scored small-town markets
A site report maps the competitors on map listings around any address in the Rutland area by name and distance, and the households and spending within reach. Or open the report at the center of the Rutland 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 59,653 people live in the Rutland area, in 25,321 households. Population estimates put the population change in the Rutland area from 2020 to 2025 at −1.4%, against +3.1% for the U.S. The median household income in the Rutland area is $68,616 a year, 15% below the U.S. median of $80,734. That rose 22.2% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Rutland area spend the most on groceries (an index of 102, where 100 is the U.S. average) and the least on pets (65).
The highest Groundwork market scores in the Rutland area are for barbershops (70), nail salons (67) and clothing and shoe stores (65). The Rutland area ranks #65 of 377 scored small-town markets for barbershops.
The Rutland area is made up of one county, Rutland County. For its number of households, the Rutland area has the most map listings, relative to the U.S., for funeral homes (2.2 times the U.S. rate) and the fewest for dentists and orthodontists (34% below the U.S. rate).
All 56 business types in the Rutland area
Highest Groundwork market score first. Each score compares the Rutland 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 |
|---|---|---|---|---|---|---|---|
| Barbershops | 70 | #65 of 377 | 6 | 2.4 | $3.9M | 208 | Under 3 |
| Nail salons | 67 | #80 of 387 | 7 | 2.8 | $3.4M | 201 | Under 3 |
| Clothing and shoe stores | 65 | #140 of 536 | 31 | 12.2 | $1.7M | 135 | 12 |
| Clothing, shoes and laundry | 60 | #180 of 536 | 48 | 19.0 | $1.1M | 126 | 15 |
| Funeral homes | 59 | #124 of 365 | 12 | 4.7 | $358K | 53 | 4 |
| Pizza | 57 | #176 of 520 | 21 | 8.3 | $4.4M | 86 | 41 |
| Chiropractors | 55 | #167 of 426 | 9 | 3.6 | $3.1M | 131 | 7 |
| HVAC and plumbing | 55 | #176 of 476 | 12 | 4.7 | $6.2M | 129 | 35 |
| Fast food and sandwich shops | 55 | #233 of 537 | 36 | 14.2 | $2.6M | 84 | 41 |
| Laundromats | 53 | #66 of 150 | 7 | 2.8 | $7.6M | 61 | 3 |
| Real estate agents and brokers | 50 | #260 of 533 | 54 | 21.3 | Index only | 146 | 15 |
| Convenience stores | 48 | #305 of 529 | 36 | 14.2 | $4.5M | 57 | 7 |
| Optometrists and eye care | 47 | #237 of 400 | 12 | 4.7 | $2.4M | 75 | 3 |
| Property management | 46 | #105 of 180 | 9 | 3.6 | Index only | 86 | 13 |
| Real estate | 46 | #309 of 536 | 66 | 26.1 | Index only | 150 | 34 |
| Gyms | 44 | #325 of 506 | 23 | 9.1 | $865K | 66 | 5 |
| Car washes and detailing | 42 | #286 of 441 | 8 | 3.2 | $2.6M | 102 | Under 3 |
| Dentists and orthodontists | 42 | #339 of 526 | 22 | 8.7 | $1.3M | 131 | 19 |
| Primary care and pediatrics | 41 | #309 of 458 | 21 | 8.3 | $1.3M | 76 | 23 |
| Spas and skin care | 41 | #359 of 504 | 28 | 11.1 | $839K | 96 | 4 |
| Hair salons | 41 | #366 of 538 | 59 | 23.3 | $398K | 93 | 14 |
| Salons, barbers and spas | 41 | #376 of 538 | 103 | 40.7 | $228K | 107 | 22 |
| Electricians | 39 | #211 of 295 | 11 | 4.3 | $6.7M | 56 | 32 |
| Child care and preschools | 39 | #323 of 454 | 23 | 9.1 | $544K | 54 | 15 |
| Lawn, cleaning and pest control | 38 | #343 of 481 | 16 | 6.3 | $1.9M | 113 | 69 |
| Yoga, Pilates and fitness studios | 36 | #91 of 112 | 13 | 5.1 | $1.5M | 38 | 5 |
| Home repair trades | 36 | #417 of 526 | 39 | 15.4 | $1.9M | 78 | 79 |
| Coffee shops and cafes | 35 | #433 of 529 | 30 | 11.8 | $3.1M | 83 | 19 |
| Landscaping and lawn care | 34 | #314 of 399 | 12 | 4.7 | $2.5M | 86 | 45 |
| Doctors, dentists and clinics | 33 | #428 of 538 | 198 | 78.2 | $143K | 94 | 67 |
| Tire shops | 32 | #345 of 431 | 11 | 4.3 | $1.9M | 75 | 6 |
| Insurance agencies | 32 | #424 of 537 | 32 | 12.6 | $1.2M | 95 | 23 |
| Grocery and convenience stores | 32 | #441 of 538 | 85 | 33.6 | $1.9M | 56 | 30 |
| Collision repair and body shops | 30 | #324 of 387 | 8 | 3.2 | $2.6M | 84 | 10 |
| Restaurants and cafes | 30 | #458 of 538 | 318 | 125.6 | $290K | 78 | 125 |
| Sit-down restaurants | 30 | #464 of 538 | 164 | 64.8 | $563K | 85 | 65 |
| Roofing and gutters | 27 | #264 of 288 | 16 | 6.3 | $4.6M | 55 | 12 |
| Martial arts and dance studios | 26 | #344 of 378 | 19 | 7.5 | $1M | 52 | 7 |
| Grocery stores | 26 | #445 of 506 | 37 | 14.6 | $4.4M | 47 | 23 |
| Bakeries and dessert shops | 26 | #472 of 507 | 33 | 13.0 | $2.8M | 67 | 23 |
| Gyms, studios and classes | 26 | #490 of 535 | 55 | 21.7 | $362K | 55 | 12 |
| Physical therapy | 21 | #374 of 400 | 19 | 7.5 | $1.5M | 62 | 15 |
| Pet stores | 14 | #210 of 220 | 10 | 3.9 | $1.5M | 33 | 4 |
| Veterinarians | 14 | #395 of 398 | 12 | 4.7 | $1.2M | 46 | 11 |
| Auto repair and car care | 12 | #528 of 538 | 123 | 48.6 | $168K | 63 | 56 |
| Pet grooming and boarding | 11 | #384 of 387 | 16 | 6.3 | $933K | 37 | 8 |
| Auto repair shops | 9 | #537 of 538 | 84 | 33.2 | $246K | 55 | 47 |
| Gas stations | 8 | #531 of 536 | 50 | 19.7 | $973K | 41 | 53 |
| Pet businesses | 7 | #526 of 527 | 46 | 18.2 | $325K | 37 | 23 |
| Dry cleaners | Not scored | Not scored | 2 | 0.8 | $26.5M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 0.8 | $15.1M | Too few | 21 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 0.8 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 0.8 | $15.1M | Too few | 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.4 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.4 | $20.7M | 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 Rutland 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 | $20.7M | $816 | 85 |
| Gasoline and other fuels | $48.7M | $1,921 | 74 |
| Food away from home | $92.3M | $3,644 | 90 |
| Groceries | $162.5M | $6,419 | 102 |
| Personal care products and services | $23.5M | $928 | 92 |
| Child care and other personal services | $12.5M | $494 | 85 |
| Memberships, classes and admissions | $19.9M | $785 | 80 |
| Medical and dental services | $28.3M | $1,117 | 87 |
| Pets | $14.9M | $590 | 65 |
| Clothing, shoes and related services | $53M | $2,095 | 102 |
| Vehicle insurance | $38.3M | $1,512 | 77 |
| Home repairs, maintenance and insurance | $73.9M | $2,918 | 97 |
| Lawn care, cleaning and other household services | $30.2M | $1,194 | 84 |
| Rent and homeowner costs | $429.5M | $16,964 | 102 |
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 Rutland area
- Population, 2025 estimate
- 59,653−1.4% since 2020
- Households
- 25,321
- Median age
- 46.7
- Homes lived in by their owners
- 75%
- Vehicles per household
- 1.7
- Land area
- 931 sq. mi.
- People per square mile
- 65
- Median household income
- $68,616+22.2% vs. 2015–2019, before inflation
- Average household income
- $92,636
- Median home value
- $229,400
- Jobs located here
- 27,134
- Daytime population
- 57,388Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rutland 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 Rutland 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 Rutland area 1
- Rutland County, VT60,425 people
Other markets based in Vermont 4
- Burlington-South Burlington, VT metro area227,846 people
- Barre, VT area60,017 people
- Brattleboro, VT area45,923 people
- Bennington, VT area37,269 people
Questions
How fast is the Rutland, VT area growing?
Population estimates put the Rutland area at 59,653 people in 2025, down 1.4% since 2020, against +3.1% for the U.S. It has 25,321 households. Against the 2015–2019 survey, median household income rose 22.2%, before inflation.
How much do households in the Rutland, VT area spend?
Households in the Rutland area spend about $429.5M a year on rent and homeowner costs, $162.5M on groceries and $92.3M on food away from home. Relative to the U.S., household spending in the Rutland area runs highest on groceries (an index of 102, where 100 is the U.S. average) and lowest on pets (65).
Which business types have the highest market scores in the Rutland, VT area?
Of the business types scored in the Rutland area, barbershops (70), nail salons (67) and clothing and shoe stores (65) have the highest Groundwork market scores. For barbershops, that ranks #65 of 377 scored small-town markets.
How does the Rutland, VT area compare with the U.S.?
Median household income in the Rutland area is $68,616, 15% below the U.S. median of $80,734. The population fell 1.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $229,400, against $332,700 for the U.S. Against the U.S., map listings per household run highest for funeral homes (2.2 times the U.S. rate) and lowest for dentists and orthodontists (34% 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. 49 of the 56 business types have a score in the Rutland 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 Rutland 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 Rutland 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 Rutland 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.