County profile · Alabama
Marshall County, AL market data
Population, household spending and competition for 56 business types in Marshall County, each scored against other counties.
- Population, 2025
- 103,537
- +6.0% since 2020
- Households
- 36,459
- Median household income
- $62,571
- +36.1% vs. 2015–2019, before inflation
- Median home value
- $201,500
- Jobs located here
- 40,328
- Highest market score
- 78
- Child care and preschools, #115 of 1,611 scored counties
A site report maps the competitors on map listings around any address in Marshall County by name and distance, and the households and spending within reach. Or open the report at the center of Marshall County. 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 103,537 people live in Marshall County, in 36,459 households. Population estimates put the population change in Marshall County from 2020 to 2025 at +6.0%, faster than the U.S. (+3.1%). The median household income in Marshall County is $62,571 a year, 22% below the U.S. median of $80,734. That rose 36.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Marshall County spend the most on vehicle insurance (an index of 143, where 100 is the U.S. average) and the least on memberships, classes and admissions (65).
The highest Groundwork market scores in Marshall County are for child care centers and preschools (78), house cleaning businesses (77) and coffee shops and cafes (67). Marshall County ranks #115 of 1,611 scored counties for child care centers and preschools.
Marshall County is part of the Albertville area. For its number of households, Marshall County has the most map listings, relative to the U.S., for car washes and detailers (95% above the U.S. rate) and the fewest for child care centers and preschools (48% below the U.S. rate).
All 56 business types in Marshall County
Highest Groundwork market score first. Each score compares Marshall County with other counties 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 counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Child care and preschools | 78 | #115 of 1,611 | 11 | 3.0 | $1.3M | 132 | 12 |
| House cleaning | 77 | #58 of 847 | 6 | 1.6 | $8.3M | 130 | 12 |
| Coffee shops and cafes | 67 | #386 of 2,063 | 28 | 7.7 | $4.5M | 122 | 12 |
| Funeral homes | 63 | #425 of 1,472 | 11 | 3.0 | $474K | 70 | 3 |
| Gas stations | 63 | #627 of 2,358 | 52 | 14.3 | $2.3M | 96 | 60 |
| Electricians | 62 | #304 of 1,160 | 7 | 1.9 | $13.9M | 116 | 25 |
| Property management | 61 | #280 of 910 | 8 | 2.2 | Index only | 117 | 11 |
| Roofing and gutters | 60 | #373 of 1,177 | 15 | 4.1 | $6.5M | 77 | 3 |
| Landscaping and lawn care | 60 | #474 of 1,493 | 21 | 5.8 | $2.4M | 81 | 34 |
| Insurance agencies | 60 | #790 of 2,272 | 82 | 22.5 | $1.2M | 99 | 33 |
| Martial arts and dance studios | 59 | #418 of 1,334 | 13 | 3.6 | $1.8M | 88 | 3 |
| Pet grooming and boarding | 58 | #542 of 1,461 | 21 | 5.8 | $1.4M | 56 | 3 |
| Lawn, cleaning and pest control | 58 | #573 of 1,771 | 33 | 9.1 | $1.5M | 90 | 53 |
| Convenience stores | 58 | #837 of 2,261 | 37 | 10.1 | $5.6M | 72 | 9 |
| Collision repair and body shops | 55 | #550 of 1,327 | 12 | 3.3 | $3.1M | 99 | 12 |
| Spas and skin care | 55 | #713 of 1,769 | 32 | 8.8 | $943K | 108 | 5 |
| Bakeries and dessert shops | 55 | #751 of 1,889 | 32 | 8.8 | $3.9M | 95 | 15 |
| Physical therapy | 54 | #607 of 1,422 | 14 | 3.8 | $2.7M | 113 | 14 |
| Gyms, studios and classes | 53 | #925 of 2,088 | 44 | 12.1 | $527K | 80 | 7 |
| Mortgage brokers and lenders | 52 | #400 of 887 | 13 | 3.6 | Index only | 102 | 5 |
| Gyms | 51 | #896 of 1,792 | 29 | 8.0 | $800K | 61 | 4 |
| Dentists and orthodontists | 51 | #906 of 1,886 | 35 | 9.6 | $1.1M | 110 | 22 |
| Real estate agents and brokers | 50 | #1,068 of 2,176 | 105 | 28.8 | Index only | 91 | 18 |
| Home repair trades | 49 | #1,091 of 2,057 | 51 | 14.0 | $1.9M | 78 | 58 |
| Pet businesses | 49 | #1,173 of 2,200 | 53 | 14.5 | $563K | 64 | 20 |
| Auto repair shops | 49 | #1,258 of 2,378 | 106 | 29.1 | $346K | 78 | 34 |
| Pest control | 48 | #378 of 699 | 6 | 1.6 | $8.3M | 82 | 7 |
| HVAC and plumbing | 48 | #941 of 1,707 | 29 | 8.0 | $3.3M | 70 | 30 |
| Laundromats | 47 | #420 of 785 | 6 | 1.6 | $10.6M | 85 | Under 3 |
| Pet stores | 47 | #535 of 974 | 8 | 2.2 | $3.7M | 82 | 4 |
| Chiropractors | 47 | #836 of 1,490 | 18 | 4.9 | $2.1M | 88 | 11 |
| Hair salons | 47 | #1,351 of 2,339 | 102 | 28.0 | $296K | 69 | 10 |
| Real estate | 46 | #1,320 of 2,229 | 127 | 34.8 | Index only | 94 | 42 |
| Sit-down restaurants | 46 | #1,379 of 2,405 | 205 | 56.2 | $616K | 93 | 63 |
| Nail salons | 44 | #881 of 1,328 | 30 | 8.2 | $1M | 60 | 4 |
| Veterinarians | 44 | #897 of 1,485 | 17 | 4.7 | $1.8M | 65 | 13 |
| Restaurants and cafes | 43 | #1,502 of 2,405 | 361 | 99.0 | $350K | 94 | 172 |
| Pizza | 42 | #1,361 of 2,090 | 31 | 8.5 | $4.1M | 80 | 96 |
| Salons, barbers and spas | 42 | #1,655 of 2,385 | 194 | 53.2 | $156K | 73 | 20 |
| Grocery and convenience stores | 41 | #1,563 of 2,402 | 100 | 27.4 | $2.1M | 62 | 33 |
| Doctors, dentists and clinics | 41 | #1,635 of 2,394 | 224 | 61.4 | $169K | 111 | 121 |
| Auto repair and car care | 41 | #1,636 of 2,401 | 183 | 50.2 | $200K | 75 | 61 |
| Tire shops | 40 | #1,029 of 1,530 | 24 | 6.6 | $1.5M | 61 | 10 |
| Car washes and detailing | 39 | #1,020 of 1,451 | 27 | 7.4 | $1.4M | 54 | 7 |
| Fast food and sandwich shops | 37 | #1,613 of 2,222 | 55 | 15.1 | $2.3M | 75 | 96 |
| Oil change and quick lube | 33 | #387 of 479 | 5 | 1.4 | $7.3M | 53 | 8 |
| Barbershops | 33 | #1,060 of 1,356 | 28 | 7.7 | $1.1M | 57 | Under 3 |
| Grocery stores | 33 | #1,578 of 2,070 | 43 | 11.8 | $4.9M | 52 | 24 |
| Clothing, shoes and laundry | 32 | #1,805 of 2,210 | 106 | 29.1 | $602K | 68 | 42 |
| Primary care and pediatrics | 31 | #1,372 of 1,656 | 43 | 11.8 | $881K | 49 | 59 |
| Clothing and shoe stores | 31 | #1,691 of 2,087 | 85 | 23.3 | $750K | 59 | 39 |
| Optometrists and eye care | 25 | #1,147 of 1,302 | 20 | 5.5 | $1.9M | 60 | 15 |
| Dry cleaners | Not scored | Not scored | 4 | 1.1 | $15.9M | 102 | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 0.5 | $11.6M | Too few | 4 |
| Home inspectors | Not scored | Not scored | 1 | 0.3 | Index only | 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 Marshall County
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 | $36.6M | $1,005 | 105 |
| Gasoline and other fuels | $119.1M | $3,267 | 126 |
| Food away from home | $126.4M | $3,466 | 85 |
| Groceries | $208.7M | $5,724 | 91 |
| Personal care products and services | $30.2M | $828 | 82 |
| Child care and other personal services | $14.5M | $399 | 69 |
| Memberships, classes and admissions | $23.2M | $636 | 65 |
| Medical and dental services | $37.9M | $1,039 | 81 |
| Pets | $29.8M | $819 | 90 |
| Clothing, shoes and related services | $63.8M | $1,750 | 85 |
| Vehicle insurance | $101.8M | $2,793 | 143 |
| Home repairs, maintenance and insurance | $97.1M | $2,664 | 88 |
| Lawn care, cleaning and other household services | $50.1M | $1,373 | 97 |
| Rent and homeowner costs | $518.8M | $14,228 | 85 |
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 Marshall County
- Population, 2025 estimate
- 103,537+6.0% since 2020
- Households
- 36,459
- Median age
- 38.8
- Homes lived in by their owners
- 76%
- Vehicles per household
- 2.1
- Land area
- 566 sq. mi.
- People per square mile
- 176
- Median household income
- $62,571+36.1% vs. 2015–2019, before inflation
- Average household income
- $84,886
- Median home value
- $201,500
- Jobs located here
- 40,328
- Daytime population
- 98,763Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Marshall County?
These figures cover the whole county. 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 Marshall County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Alabama 8
- Etowah County, AL103,105 people
- DeKalb County, AL72,269 people
- Blount County, AL59,518 people
- Cullman County, AL90,566 people
- Jackson County, AL53,053 people
- Madison County, AL405,718 people
- Cherokee County, AL25,443 people
- Morgan County, AL124,471 people
Questions
How fast is Marshall County, AL growing?
Population estimates put Marshall County at 103,537 people in 2025, up 6.0% since 2020, faster than the U.S. (+3.1%). It has 36,459 households. Against the 2015–2019 survey, median household income rose 36.1%, before inflation.
How much do households in Marshall County, AL spend?
Households in Marshall County spend about $518.8M a year on rent and homeowner costs, $208.7M on groceries and $126.4M on food away from home. Relative to the U.S., household spending in Marshall County runs highest on vehicle insurance (an index of 143, where 100 is the U.S. average) and lowest on memberships, classes and admissions (65).
Which business types have the highest market scores in Marshall County, AL?
Of the business types scored in Marshall County, child care centers and preschools (78), house cleaning businesses (77) and coffee shops and cafes (67) have the highest Groundwork market scores. For child care centers and preschools, that ranks #115 of 1,611 scored counties.
How does Marshall County, AL compare with the U.S.?
Median household income in Marshall County is $62,571, 22% below the U.S. median of $80,734. The population rose 6.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $201,500, against $332,700 for the U.S. Against the U.S., map listings per household run highest for car washes and detailers (95% above the U.S. rate) and lowest for child care centers and preschools (48% 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. 52 of the 56 business types have a score in Marshall County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Marshall County. 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 Marshall County?
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 Marshall County. 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.