County profile · Alabama
Morgan County, AL market data
Population, household spending and competition for 56 business types in Morgan County, each scored against other counties.
- Population, 2025
- 126,483
- +2.6% since 2020
- Households
- 49,040
- Median household income
- $68,845
- +32.0% vs. 2015–2019, before inflation
- Median home value
- $212,000
- Jobs located here
- 53,389
- Highest market score
- 72
- Property management, #117 of 910 scored counties
A site report maps the competitors on map listings around any address in Morgan County by name and distance, and the households and spending within reach. Or open the report at the center of Morgan 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 126,483 people live in Morgan County, in 49,040 households. Population estimates put the population change in Morgan County from 2020 to 2025 at +2.6%, slower than the U.S. (+3.1%). The median household income in Morgan County is $68,845 a year, 15% below the U.S. median of $80,734. That rose 32.0% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Morgan County spend the most on vehicle insurance (an index of 140, where 100 is the U.S. average) and the least on memberships, classes and admissions (69).
The highest Groundwork market scores in Morgan County are for property management companies (72), landscaping and lawn care companies (71) and house cleaning businesses (70). Morgan County ranks #117 of 910 scored counties for property management companies.
Morgan County is part of the Decatur metro area. For its number of households, Morgan County has the most map listings, relative to the U.S., for pest control companies (2.1 times the U.S. rate) and the fewest for gyms and studios (42% below the U.S. rate).
All 56 business types in Morgan County
Highest Groundwork market score first. Each score compares Morgan 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 |
|---|---|---|---|---|---|---|---|
| Property management | 72 | #117 of 910 | 7 | 1.4 | Index only | 185 | 9 |
| Landscaping and lawn care | 71 | #237 of 1,493 | 24 | 4.9 | $2.9M | 99 | 28 |
| House cleaning | 70 | #103 of 847 | 10 | 2.0 | $7M | 109 | 14 |
| Pet grooming and boarding | 70 | #243 of 1,461 | 19 | 3.9 | $2.2M | 87 | 5 |
| Mortgage brokers and lenders | 65 | #172 of 887 | 13 | 2.7 | Index only | 142 | 3 |
| Pet stores | 64 | #247 of 974 | 8 | 1.6 | $5.3M | 117 | 4 |
| Collision repair and body shops | 63 | #372 of 1,327 | 14 | 2.9 | $3.5M | 113 | 11 |
| Funeral homes | 63 | #414 of 1,472 | 11 | 2.2 | $641K | 94 | 5 |
| Martial arts and dance studios | 61 | #344 of 1,334 | 9 | 1.8 | $3.7M | 185 | 14 |
| Lawn, cleaning and pest control | 60 | #511 of 1,771 | 48 | 9.8 | $1.5M | 87 | 53 |
| Bakeries and dessert shops | 60 | #549 of 1,889 | 39 | 8.0 | $4.5M | 110 | 20 |
| Coffee shops and cafes | 60 | #618 of 2,063 | 46 | 9.4 | $3.9M | 104 | 17 |
| Auto repair shops | 60 | #741 of 2,378 | 109 | 22.2 | $449K | 101 | 36 |
| Spas and skin care | 59 | #561 of 1,769 | 40 | 8.2 | $1.1M | 121 | 5 |
| Pet businesses | 59 | #698 of 2,200 | 58 | 11.8 | $727K | 83 | 24 |
| Insurance agencies | 59 | #813 of 2,272 | 86 | 17.5 | $1.6M | 125 | 51 |
| Nail salons | 58 | #463 of 1,328 | 25 | 5.1 | $1.7M | 101 | 3 |
| Real estate agents and brokers | 58 | #657 of 2,176 | 92 | 18.8 | Index only | 143 | 27 |
| Gyms, studios and classes | 58 | #671 of 2,088 | 42 | 8.6 | $798K | 121 | 22 |
| Sit-down restaurants | 58 | #831 of 2,405 | 254 | 51.8 | $698K | 105 | 61 |
| Restaurants and cafes | 58 | #836 of 2,405 | 426 | 86.9 | $416K | 112 | 191 |
| Real estate | 57 | #734 of 2,229 | 113 | 23.0 | Index only | 147 | 43 |
| Laundromats | 56 | #316 of 785 | 6 | 1.2 | $14.9M | 119 | Under 3 |
| Auto repair and car care | 56 | #941 of 2,401 | 185 | 37.7 | $265K | 99 | 63 |
| Gyms | 55 | #740 of 1,792 | 32 | 6.5 | $1M | 80 | 8 |
| Convenience stores | 55 | #946 of 2,261 | 49 | 10.0 | $5.9M | 75 | 13 |
| Veterinarians | 54 | #642 of 1,485 | 19 | 3.9 | $2.2M | 82 | 15 |
| Grocery and convenience stores | 54 | #1,028 of 2,402 | 101 | 20.6 | $2.9M | 84 | 34 |
| Pizza | 53 | #894 of 2,090 | 33 | 6.7 | $5.4M | 106 | 110 |
| Grocery stores | 50 | #1,025 of 2,070 | 37 | 7.5 | $7.8M | 84 | 21 |
| Physical therapy | 49 | #734 of 1,422 | 21 | 4.3 | $2.5M | 104 | 18 |
| Electricians | 48 | #631 of 1,160 | 13 | 2.7 | $10.4M | 87 | 40 |
| Dry cleaners | 47 | #285 of 507 | 5 | 1.0 | $17.8M | 114 | Under 3 |
| Chiropractors | 47 | #832 of 1,490 | 23 | 4.7 | $2.3M | 96 | 15 |
| Fast food and sandwich shops | 47 | #1,257 of 2,222 | 61 | 12.4 | $2.9M | 95 | 110 |
| Optometrists and eye care | 46 | #766 of 1,302 | 17 | 3.5 | $3.1M | 99 | 10 |
| Car washes and detailing | 46 | #822 of 1,451 | 21 | 4.3 | $2.3M | 93 | 11 |
| Child care and preschools | 46 | #924 of 1,611 | 27 | 5.5 | $772K | 77 | 32 |
| Clothing, shoes and laundry | 46 | #1,284 of 2,210 | 108 | 22.0 | $826K | 94 | 32 |
| Hair salons | 45 | #1,448 of 2,339 | 119 | 24.3 | $355K | 82 | 18 |
| Salons, barbers and spas | 44 | #1,538 of 2,385 | 216 | 44.0 | $195K | 92 | 28 |
| Clothing and shoe stores | 43 | #1,306 of 2,087 | 85 | 17.3 | $1M | 83 | 32 |
| Gas stations | 42 | #1,519 of 2,358 | 107 | 21.8 | $1.5M | 62 | 86 |
| Dentists and orthodontists | 41 | #1,255 of 1,886 | 51 | 10.4 | $1M | 105 | 39 |
| Doctors, dentists and clinics | 40 | #1,669 of 2,394 | 293 | 59.7 | $180K | 118 | 162 |
| Roofing and gutters | 39 | #839 of 1,177 | 23 | 4.7 | $5.9M | 69 | 13 |
| Tire shops | 39 | #1,054 of 1,530 | 29 | 5.9 | $1.7M | 67 | 12 |
| Barbershops | 35 | #1,021 of 1,356 | 30 | 6.1 | $1.4M | 75 | Under 3 |
| Primary care and pediatrics | 35 | #1,279 of 1,656 | 43 | 8.8 | $1.2M | 69 | 76 |
| Home repair trades | 34 | #1,738 of 2,057 | 82 | 16.7 | $1.6M | 68 | 112 |
| HVAC and plumbing | 33 | #1,436 of 1,707 | 46 | 9.4 | $2.9M | 62 | 59 |
| Pest control | 30 | #606 of 699 | 14 | 2.9 | $5M | 49 | 11 |
| Oil change and quick lube | Not scored | Not scored | 3 | 0.6 | $16.3M | 119 | 4 |
| Home inspectors | Not scored | Not scored | 1 | 0.2 | Index only | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.2 | $33.5M | Too few | 8 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 4 |
Household spending in Morgan 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 | $49M | $998 | 104 |
| Gasoline and other fuels | $157.6M | $3,213 | 124 |
| Food away from home | $177.4M | $3,617 | 89 |
| Groceries | $287.9M | $5,871 | 93 |
| Personal care products and services | $42.2M | $861 | 86 |
| Child care and other personal services | $20.8M | $425 | 73 |
| Memberships, classes and admissions | $33.5M | $683 | 69 |
| Medical and dental services | $52.7M | $1,074 | 83 |
| Pets | $42.2M | $860 | 95 |
| Clothing, shoes and related services | $89.2M | $1,819 | 89 |
| Vehicle insurance | $134.8M | $2,748 | 140 |
| Home repairs, maintenance and insurance | $135.2M | $2,756 | 91 |
| Lawn care, cleaning and other household services | $69.9M | $1,426 | 101 |
| Rent and homeowner costs | $717.9M | $14,640 | 88 |
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 Morgan County
- Population, 2025 estimate
- 126,483+2.6% since 2020
- Households
- 49,040
- Median age
- 41.2
- Homes lived in by their owners
- 73%
- Vehicles per household
- 2.1
- Land area
- 580 sq. mi.
- People per square mile
- 215
- Median household income
- $68,845+32.0% vs. 2015–2019, before inflation
- Average household income
- $89,529
- Median home value
- $212,000
- Jobs located here
- 53,389
- Daytime population
- 125,259Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Morgan 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 Morgan 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
- Lawrence County, AL33,276 people
- Limestone County, AL111,233 people
- Madison County, AL405,718 people
- Cullman County, AL90,566 people
- Winston County, AL23,682 people
- Marshall County, AL99,748 people
- Blount County, AL59,518 people
- Colbert County, AL58,022 people
Questions
How fast is Morgan County, AL growing?
Population estimates put Morgan County at 126,483 people in 2025, up 2.6% since 2020, slower than the U.S. (+3.1%). It has 49,040 households. Against the 2015–2019 survey, median household income rose 32.0%, before inflation.
How much do households in Morgan County, AL spend?
Households in Morgan County spend about $717.9M a year on rent and homeowner costs, $287.9M on groceries and $177.4M on food away from home. Relative to the U.S., household spending in Morgan County runs highest on vehicle insurance (an index of 140, where 100 is the U.S. average) and lowest on memberships, classes and admissions (69).
Which business types have the highest market scores in Morgan County, AL?
Of the business types scored in Morgan County, property management companies (72), landscaping and lawn care companies (71) and house cleaning businesses (70) have the highest Groundwork market scores. For property management companies, that ranks #117 of 910 scored counties.
How does Morgan County, AL compare with the U.S.?
Median household income in Morgan County is $68,845, 15% below the U.S. median of $80,734. The population rose 2.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $212,000, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pest control companies (2.1 times the U.S. rate) and lowest for gyms and studios (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. 52 of the 56 business types have a score in Morgan 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 Morgan 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 Morgan 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 Morgan 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.