Metro area profile · Washington
Walla Walla, WA metro area market data
How the Walla Walla metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 62,361
- −0.4% since 2020
- Households
- 23,447
- Median household income
- $74,202
- +28.3% vs. 2015–2019, before inflation
- Median home value
- $408,900
- Jobs located here
- 26,913
- Highest market score
- 79
- Auto repair shops, #12 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Walla Walla metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Walla Walla metro 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
The Walla Walla metro area has an estimated 62,361 people and 23,447 households. Between 2020 and 2025, the population of the Walla Walla metro area declined 0.4%, against +3.1% for the U.S. Median household income in the Walla Walla metro area is $74,202, 8% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 28.3%, before inflation.
Relative to the U.S., household spending in the Walla Walla metro area runs highest on vehicle maintenance and repairs (an index of 116, where 100 is the U.S. average) and lowest on clothing, shoes and related services (84).
Of the business types scored in the Walla Walla metro area, auto repair shops (79), auto repair and car care businesses (79) and pet businesses (76) have the highest Groundwork market scores. For auto repair shops, that ranks #12 of 387 scored metro areas.
The Walla Walla metro area is made up of one county, Walla Walla County. Against the U.S., map listings per household run highest for restaurants and cafes (64% above the U.S. rate) and lowest for insurance agencies (42% below the U.S. rate).
All 56 business types in the Walla Walla metro area
Highest Groundwork market score first. Each score compares the Walla Walla metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Auto repair shops | 79 | #12 of 387 | 33 | 14.1 | $786K | 177 | 15 |
| Auto repair and car care | 79 | #14 of 387 | 68 | 29.0 | $382K | 142 | 22 |
| Pet businesses | 76 | #26 of 387 | 19 | 8.1 | $1.2M | 131 | 4 |
| Insurance agencies | 70 | #75 of 387 | 21 | 9.0 | $2.2M | 178 | 15 |
| Pizza | 69 | #62 of 387 | 13 | 5.5 | $6.8M | 134 | 36 |
| Fast food and sandwich shops | 68 | #83 of 387 | 24 | 10.2 | $3.7M | 121 | 36 |
| Property management | 61 | #87 of 374 | 5 | 2.1 | Index only | 147 | 10 |
| Clothing, shoes and laundry | 59 | #129 of 387 | 36 | 15.4 | $1.1M | 128 | 10 |
| Spas and skin care | 58 | #112 of 387 | 19 | 8.1 | $1.2M | 137 | Under 3 |
| Salons, barbers and spas | 57 | #121 of 387 | 95 | 40.5 | $239K | 112 | 18 |
| Gas stations | 56 | #158 of 387 | 26 | 11.1 | $2.6M | 107 | 16 |
| Convenience stores | 56 | #159 of 387 | 16 | 6.8 | $8.7M | 110 | 3 |
| Chiropractors | 55 | #153 of 386 | 9 | 3.8 | $3.2M | 135 | Under 3 |
| Doctors, dentists and clinics | 53 | #165 of 387 | 177 | 75.5 | $164K | 108 | 66 |
| Pet grooming and boarding | 53 | #174 of 386 | 9 | 3.8 | $2.4M | 96 | Under 3 |
| Hair salons | 52 | #157 of 387 | 54 | 23.0 | $421K | 98 | 8 |
| Primary care and pediatrics | 52 | #179 of 387 | 17 | 7.3 | $1.7M | 96 | 17 |
| Roofing and gutters | 51 | #181 of 381 | 6 | 2.6 | $10.7M | 126 | 5 |
| Clothing and shoe stores | 51 | #201 of 387 | 30 | 12.8 | $1.4M | 107 | 10 |
| Real estate | 50 | #181 of 387 | 81 | 34.5 | Index only | 116 | 43 |
| Child care and preschools | 50 | #192 of 387 | 15 | 6.4 | $970K | 97 | 14 |
| Gyms | 50 | #197 of 387 | 24 | 10.2 | $994K | 76 | 5 |
| Yoga, Pilates and fitness studios | 49 | #178 of 347 | 7 | 3.0 | $3.4M | 84 | 5 |
| Martial arts and dance studios | 49 | #199 of 387 | 13 | 5.5 | $1.8M | 91 | 5 |
| Real estate agents and brokers | 48 | #197 of 387 | 63 | 26.9 | Index only | 119 | 25 |
| Nail salons | 47 | #218 of 387 | 10 | 4.3 | $2.3M | 136 | 7 |
| Barbershops | 47 | #220 of 387 | 11 | 4.7 | $2.1M | 110 | Under 3 |
| Gyms, studios and classes | 46 | #236 of 387 | 44 | 18.8 | $542K | 82 | 10 |
| Physical therapy | 44 | #229 of 386 | 10 | 4.3 | $2.9M | 121 | 12 |
| Home repair trades | 42 | #243 of 387 | 28 | 11.9 | $2.3M | 94 | 41 |
| Mortgage brokers and lenders | 42 | #246 of 373 | 11 | 4.7 | Index only | 95 | 4 |
| Sit-down restaurants | 42 | #255 of 387 | 117 | 49.9 | $756K | 114 | 53 |
| Electricians | 41 | #263 of 383 | 6 | 2.6 | $10.7M | 89 | 14 |
| Car washes and detailing | 39 | #279 of 387 | 12 | 5.1 | $2.2M | 86 | 5 |
| Optometrists and eye care | 38 | #292 of 386 | 9 | 3.8 | $3.2M | 103 | 5 |
| Pet stores | 37 | #286 of 382 | 5 | 2.1 | $4.4M | 97 | 4 |
| Bakeries and dessert shops | 36 | #300 of 387 | 20 | 8.5 | $4.4M | 107 | 21 |
| HVAC and plumbing | 33 | #326 of 387 | 16 | 6.8 | $4M | 84 | 22 |
| Landscaping and lawn care | 31 | #312 of 385 | 12 | 5.1 | $2.5M | 84 | 33 |
| Grocery and convenience stores | 31 | #316 of 387 | 47 | 20.0 | $2.9M | 87 | 18 |
| Lawn, cleaning and pest control | 30 | #333 of 387 | 20 | 8.5 | $1.5M | 88 | 60 |
| Dentists and orthodontists | 24 | #366 of 387 | 33 | 14.1 | $881K | 90 | 29 |
| Grocery stores | 23 | #353 of 387 | 16 | 6.8 | $8.7M | 93 | 15 |
| Restaurants and cafes | 22 | #366 of 387 | 421 | 179.6 | $210K | 57 | 111 |
| House cleaning | 21 | #361 of 375 | 6 | 2.6 | $4.9M | 77 | 24 |
| Coffee shops and cafes | 21 | #378 of 387 | 32 | 13.6 | $2.8M | 75 | 21 |
| Urgent care and walk-in clinics | 17 | #194 of 197 | 5 | 2.1 | $5.8M | 24 | 3 |
| Collision repair and body shops | Not scored | Not scored | 4 | 1.7 | $6.5M | 210 | 3 |
| Funeral homes | Not scored | Not scored | 4 | 1.7 | $1M | 154 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 4 | 1.7 | $6.5M | 47 | Under 3 |
| Tire shops | Not scored | Not scored | 4 | 1.7 | $6.5M | 259 | Under 3 |
| Veterinarians | Not scored | Not scored | 4 | 1.7 | $5.5M | 202 | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.9 | Index only | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 0.9 | $20.3M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 0.9 | $14.8M | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.4 | $40.6M | Too few | Under 3 |
Household spending in the Walla Walla metro 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 | $26M | $1,107 | 116 |
| Gasoline and other fuels | $66.3M | $2,829 | 109 |
| Food away from home | $88.4M | $3,771 | 93 |
| Groceries | $138.4M | $5,904 | 93 |
| Personal care products and services | $22.7M | $969 | 96 |
| Child care and other personal services | $14.6M | $621 | 107 |
| Memberships, classes and admissions | $23.9M | $1,018 | 103 |
| Medical and dental services | $29.1M | $1,240 | 96 |
| Pets | $21.9M | $936 | 103 |
| Clothing, shoes and related services | $40.6M | $1,733 | 84 |
| Vehicle insurance | $46.9M | $2,000 | 102 |
| Home repairs, maintenance and insurance | $63.9M | $2,727 | 90 |
| Lawn care, cleaning and other household services | $29.6M | $1,264 | 89 |
| Rent and homeowner costs | $408.1M | $17,405 | 104 |
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 Walla Walla metro area
- Population, 2025 estimate
- 62,361−0.4% since 2020
- Households
- 23,447
- Median age
- 39.2
- Homes lived in by their owners
- 65%
- Vehicles per household
- 2.0
- Land area
- 1,270 sq. mi.
- People per square mile
- 49
- Median household income
- $74,202+28.3% vs. 2015–2019, before inflation
- Average household income
- $98,236
- Median home value
- $408,900
- Jobs located here
- 26,913
- Daytime population
- 66,232Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Walla Walla metro area?
These figures cover the whole metro area. 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 Walla Walla metro 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 Walla Walla metro area 1
- Walla Walla County, WA62,161 people
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Questions
How fast is the Walla Walla, WA metro area growing?
Population estimates put the Walla Walla metro area at 62,361 people in 2025, down 0.4% since 2020, against +3.1% for the U.S. It has 23,447 households. Median household income rose 28.3% from the 2015–2019 survey, before inflation.
How much do households in the Walla Walla, WA metro area spend?
Households in the Walla Walla metro area spend about $408.1M a year on rent and homeowner costs, $138.4M on groceries and $88.4M on food away from home. Set against the U.S., households in the Walla Walla metro area spend the most on vehicle maintenance and repairs (an index of 116, where 100 is the U.S. average) and the least on clothing, shoes and related services (84).
Which business types have the highest market scores in the Walla Walla, WA metro area?
The highest Groundwork market scores in the Walla Walla metro area are for auto repair shops (79), auto repair and car care businesses (79) and pet businesses (76). The Walla Walla metro area ranks #12 of 387 scored metro areas for auto repair shops.
How does the Walla Walla, WA metro area compare with the U.S.?
The median household income in the Walla Walla metro area is $74,202 a year, 8% below the U.S. median of $80,734. The population fell 0.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $408,900, against $332,700 for the U.S. For its number of households, the Walla Walla metro area has the most map listings, relative to the U.S., for restaurants and cafes (64% above the U.S. rate) and the fewest for insurance agencies (42% 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. 47 of the 56 business types have a score in the Walla Walla metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Walla Walla metro 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 Walla Walla metro area?
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The button opens the report at the center of the Walla Walla metro 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.