Small-town market profile · Wyoming
Rock Springs, WY area market data
How the Rock Springs area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 41,267
- −2.2% since 2020
- Households
- 17,502
- Median household income
- $75,034
- +0.3% vs. 2015–2019, before inflation
- Median home value
- $251,400
- Jobs located here
- 21,166
- Highest market score
- 74
- Grocery stores, #50 of 506 scored small-town markets
A site report maps the competitors on map listings around any address in the Rock Springs area by name and distance, and the households and spending within reach. Or open the report at the center of the Rock Springs 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 Rock Springs area has an estimated 41,267 people and 17,502 households. Between 2020 and 2025, the population of the Rock Springs area declined 2.2%, against +3.1% for the U.S. Median household income in the Rock Springs area is $75,034, 7% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 0.3%, before inflation.
Relative to the U.S., household spending in the Rock Springs area runs highest on vehicle maintenance and repairs (an index of 127, where 100 is the U.S. average) and lowest on clothing, shoes and related services (84).
Of the business types scored in the Rock Springs area, grocery stores (74), hair salons (69) and martial arts and dance studios (68) have the highest Groundwork market scores. For grocery stores, that ranks #50 of 506 scored small-town markets.
The Rock Springs area is made up of one county, Sweetwater County. 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).
All 56 business types in the Rock Springs area
Highest Groundwork market score first. Each score compares the Rock Springs 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 |
|---|---|---|---|---|---|---|---|
| Grocery stores | 74 | #50 of 506 | 6 | 3.4 | $17.3M | 186 | 5 |
| Hair salons | 69 | #61 of 538 | 30 | 17.1 | $566K | 132 | 5 |
| Martial arts and dance studios | 68 | #56 of 378 | 6 | 3.4 | $2.9M | 144 | 3 |
| Pet grooming and boarding | 67 | #65 of 387 | 7 | 4.0 | $2.3M | 92 | Under 3 |
| Primary care and pediatrics | 67 | #97 of 458 | 8 | 4.6 | $2.7M | 153 | 11 |
| Pet businesses | 65 | #98 of 527 | 23 | 13.1 | $714K | 81 | 5 |
| Real estate agents and brokers | 62 | #110 of 533 | 32 | 18.3 | Index only | 174 | 7 |
| Veterinarians | 62 | #112 of 398 | 7 | 4.0 | $2.3M | 86 | 5 |
| Gyms | 61 | #130 of 506 | 12 | 6.9 | $1.5M | 112 | 5 |
| Pizza | 61 | #141 of 520 | 11 | 6.3 | $6M | 119 | 33 |
| Gyms, studios and classes | 60 | #146 of 535 | 20 | 11.4 | $875K | 132 | 8 |
| Grocery and convenience stores | 59 | #189 of 538 | 41 | 23.4 | $2.5M | 75 | 6 |
| Collision repair and body shops | 58 | #120 of 387 | 5 | 2.9 | $4.3M | 138 | 8 |
| Barbershops | 58 | #144 of 377 | 7 | 4.0 | $2.4M | 129 | Under 3 |
| Child care and preschools | 58 | #165 of 454 | 10 | 5.7 | $1.1M | 108 | 11 |
| Bakeries and dessert shops | 54 | #209 of 507 | 11 | 6.3 | $6M | 146 | 12 |
| Car washes and detailing | 53 | #188 of 441 | 8 | 4.6 | $2.7M | 105 | 5 |
| Auto repair shops | 53 | #246 of 538 | 45 | 25.7 | $472K | 106 | 25 |
| Real estate | 50 | #269 of 536 | 45 | 25.7 | Index only | 156 | 19 |
| Fast food and sandwich shops | 50 | #277 of 537 | 26 | 14.9 | $2.6M | 84 | 33 |
| Sit-down restaurants | 48 | #287 of 538 | 93 | 53.1 | $714K | 108 | 35 |
| Clothing and shoe stores | 48 | #292 of 536 | 25 | 14.3 | $1.2M | 95 | 6 |
| Salons, barbers and spas | 47 | #309 of 538 | 68 | 38.9 | $250K | 117 | 15 |
| Auto repair and car care | 44 | #332 of 538 | 86 | 49.1 | $247K | 92 | 39 |
| Restaurants and cafes | 43 | #345 of 538 | 192 | 109.7 | $346K | 93 | 80 |
| Clothing, shoes and laundry | 42 | #343 of 536 | 41 | 23.4 | $738K | 84 | 6 |
| Home repair trades | 42 | #353 of 526 | 20 | 11.4 | $2.4M | 97 | 43 |
| Electricians | 41 | #199 of 295 | 6 | 3.4 | $7.8M | 65 | 18 |
| HVAC and plumbing | 41 | #321 of 476 | 11 | 6.3 | $4.3M | 90 | 22 |
| Nail salons | 40 | #268 of 387 | 13 | 7.4 | $1.3M | 78 | 3 |
| Tire shops | 40 | #295 of 431 | 11 | 6.3 | $1.9M | 77 | 7 |
| Mortgage brokers and lenders | 39 | #127 of 177 | 10 | 5.7 | Index only | 78 | 3 |
| Insurance agencies | 36 | #389 of 537 | 33 | 18.9 | $1.2M | 93 | 19 |
| Coffee shops and cafes | 36 | #420 of 529 | 22 | 12.6 | $3M | 81 | 12 |
| Chiropractors | 35 | #328 of 426 | 10 | 5.7 | $2.2M | 91 | 9 |
| Doctors, dentists and clinics | 35 | #412 of 538 | 132 | 75.4 | $165K | 108 | 58 |
| Spas and skin care | 33 | #425 of 504 | 18 | 10.3 | $944K | 108 | 7 |
| Gas stations | 31 | #456 of 536 | 47 | 26.9 | $1.2M | 49 | 28 |
| Convenience stores | 30 | #443 of 529 | 31 | 17.7 | $3.3M | 42 | Under 3 |
| Dentists and orthodontists | 29 | #459 of 526 | 24 | 13.7 | $908K | 92 | 14 |
| Physical therapy | 27 | #346 of 400 | 11 | 6.3 | $2M | 82 | 16 |
| Optometrists and eye care | 27 | #355 of 400 | 11 | 6.3 | $2M | 63 | 5 |
| Laundromats | 22 | #139 of 150 | 6 | 3.4 | $5M | 40 | Under 3 |
| Pet stores | Not scored | Not scored | 4 | 2.3 | $4.1M | 91 | Under 3 |
| Funeral homes | Not scored | Not scored | 3 | 1.7 | $611K | 90 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 3 | 1.7 | $15.7M | 186 | 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.1 | $10.6M | Too few | Under 3 |
| Property management | Not scored | Not scored | 2 | 1.1 | Index only | Too few | 8 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.1 | $8.7M | Too few | 5 |
| Home inspectors | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.6 | $22M | Too few | 20 |
| Lawn, cleaning and pest control | Not scored | Not scored | 1 | 0.6 | $22M | Too few | 33 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 13 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in the Rock Springs 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 | $21.3M | $1,215 | 127 |
| Gasoline and other fuels | $54.7M | $3,123 | 120 |
| Food away from home | $66.4M | $3,792 | 93 |
| Groceries | $103.7M | $5,924 | 94 |
| Personal care products and services | $17M | $971 | 97 |
| Child care and other personal services | $10.8M | $616 | 106 |
| Memberships, classes and admissions | $17.5M | $999 | 102 |
| Medical and dental services | $21.8M | $1,245 | 97 |
| Pets | $16.4M | $939 | 103 |
| Clothing, shoes and related services | $30.2M | $1,728 | 84 |
| Vehicle insurance | $38.6M | $2,205 | 113 |
| Home repairs, maintenance and insurance | $47.1M | $2,689 | 89 |
| Lawn care, cleaning and other household services | $22M | $1,259 | 89 |
| Rent and homeowner costs | $303.5M | $17,339 | 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 Rock Springs area
- Population, 2025 estimate
- 41,267−2.2% since 2020
- Households
- 17,502
- Median age
- 38.0
- Homes lived in by their owners
- 75%
- Vehicles per household
- 2.2
- Land area
- 10,427 sq. mi.
- People per square mile
- 4
- Median household income
- $75,034+0.3% vs. 2015–2019, before inflation
- Average household income
- $97,925
- Median home value
- $251,400
- Jobs located here
- 21,166
- Daytime population
- 41,848Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rock Springs 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 Rock Springs 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 Rock Springs area 1
- Sweetwater County, WY41,542 people
Other markets based in Wyoming 9
- Cheyenne, WY metro area101,060 people
- Casper, WY metro area79,977 people
- Gillette, WY area47,240 people
- Riverton, WY area39,533 people
- Laramie, WY area38,249 people
- Jackson, WY-ID area35,821 people
- Sheridan, WY area32,055 people
- Cody, WY area30,449 people
- Evanston, WY-UT area23,275 people
Questions
How fast is the Rock Springs, WY area growing?
Population estimates put the Rock Springs area at 41,267 people in 2025, down 2.2% since 2020, against +3.1% for the U.S. It has 17,502 households. Median household income rose 0.3% from the 2015–2019 survey, before inflation.
How much do households in the Rock Springs, WY area spend?
Households in the Rock Springs area spend about $303.5M a year on rent and homeowner costs, $103.7M on groceries and $66.4M on food away from home. Set against the U.S., households in the Rock Springs area spend the most on vehicle maintenance and repairs (an index of 127, 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 Rock Springs, WY area?
The highest Groundwork market scores in the Rock Springs area are for grocery stores (74), hair salons (69) and martial arts and dance studios (68). The Rock Springs area ranks #50 of 506 scored small-town markets for grocery stores.
How does the Rock Springs, WY area compare with the U.S.?
The median household income in the Rock Springs area is $75,034 a year, 7% below the U.S. median of $80,734. The population fell 2.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $251,400, against $332,700 for the U.S. For its number of households, the Rock Springs 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).
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. 43 of the 56 business types have a score in the Rock Springs 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 Rock Springs 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 Rock Springs 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 Rock Springs 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.