Auto · Small-town market · Iowa
Car washes and detailers in the Marshalltown, IA area
Competitor counts, household spending and official business counts for car washes and detailers in the Marshalltown, IA area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 30 out of 100: Lower middle
Ranked #382 of 441 scored small-town markets
#13 of 14 scored small-town markets based in Iowa
- Listings
- 14
- 3 chain locations (21%)
- Official establishments
- 5
- Businesses with payroll, 2023
- Household spending a year
- $18.2M
- On vehicle maintenance and repairs · $1,177 a household
- Spending per listing
- $1.3M
- 48% below the U.S.
- Listings per 10k households
- 9.0
- 2.4 times the U.S.
- Population, 2025
- 39,890
- −0.5% since 2020
See the car washes and detailers around any address in the Marshalltown area
The site report maps the car washes and detailers on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Marshalltown 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
For car washes and detailers, the Marshalltown area has a Groundwork market score of 30 (lower middle): #382 of 441 scored small-town markets and #13 of 14 scored small-town markets based in Iowa. That puts it in the bottom quarter of small-town markets.
As of September 2026, map listings count 14 car washes and detailers in the Marshalltown area. Of those, 3 are chain locations, or 21%, against 23% across the U.S. That comes to 9.0 for every 10,000 households, 2.4 times the U.S. rate of 3.8.
Households in the Marshalltown area spend about $18.2M a year on vehicle maintenance and repairs, or $1,177 per household, 23% above the U.S. average. That is about $1.3M of household spending for each location on map listings, 48% below the U.S. figure of $2.5M. That spending covers all vehicle maintenance and repairs, which car washes and detailers share with other businesses in the trade.
In 2023, official counts showed 5 businesses with payroll in the Marshalltown area classed as car washes. That is one for every 3,099 households, against one for every 6,523 across the U.S. Between 2020 and 2025, the population of the Marshalltown area declined 0.5%, against +3.1% for the U.S.
How the Marshalltown area compares
The same measures for Iowa and the whole U.S. Spending per listing divides a year of household spending on all vehicle maintenance and repairs by the car washes and detailers counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Marshalltown area | Iowa | U.S. |
|---|---|---|---|
| Listings per 10k households | 9.0 | 5.1 | 3.8 |
| Spending per listing | $1.3M | $2.2M | $2.5M |
| Households per official establishment | 3,099 | 4,357 | 6,523 |
| Official establishment growth, 2019–2023 | n/a | +17.1% | +16.7% |
| Population growth, 2020–2025 | −0.5% | +1.5% | +3.1% |
| Spending per household on vehicle maintenance and repairs | $1,177 | $1,134 | $958 |
| Median household income | $73,315 | $75,059 | $80,734 |
| Groundwork market score | 30 | 34 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 5
- Employees, 2023
- 23
- Annual payroll, 2023
- $1.1M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 143 chain locations
- Listings at the U.S. rate for this spending
- 7The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as car washes in the Marshalltown area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Marshalltown area
- Population, 2025 estimate
- 39,890−0.5% since 2020
- Households
- 15,496
- Median age
- 39.9
- Homes lived in by their owners
- 75%
- Vehicles per household
- 2.1
- Land area
- 573 sq. mi.
- People per square mile
- 70
- Median household income
- $73,315+29.9% vs. 2015–2019, before inflation
- Average household income
- $85,510
- Median home value
- $145,500
- Jobs located here
- 15,779
- Daytime population
- 36,753Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Marshalltown 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 car washes and detailers on map listings by name and distance.
Or open the report at the center of the Marshalltown area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardCar washes and detailing across Iowa
Every Iowa market ranked →The highest-scoring small-town markets in Iowa for car washes and detailers, numbered among those based in Iowa, with the Marshalltown area marked.
Top small-town markets in Iowa
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Pella, IA | 68 | 8 | 6.0 | $2.1M | +2.3% | #87 of 441 |
| 2Clinton, IA | 56 | 10 | 5.1 | $2.2M | −0.9% | #167 of 441 |
| 3Spirit Lake, IA | 50 | 5 | 5.7 | $2.1M | +1.7% | #220 of 441 |
| 4Burlington, IA-IL | 47 | 7 | 3.5 | $3.1M | −2.5% | #239 of 441 |
| 5Muscatine, IA | 45 | 8 | 4.6 | $2.5M | −3.0% | #256 of 441 |
| 6Mason City, IA | 44 | 11 | 4.8 | $2.3M | −1.5% | #266 of 441 |
| 7Oskaloosa, IA | 43 | 5 | 5.7 | $2.1M | −1.2% | #278 of 441 |
| 8Fort Madison, IA | 43 | 8 | 5.6 | $2M | −3.6% | #281 of 441 |
| 9Fort Dodge, IA | 38 | 11 | 7.2 | $1.5M | −0.4% | #320 of 441 |
| 10Storm Lake, IA | 36 | 6 | 8.0 | $1.5M | −1.7% | #335 of 441 |
| 13Marshalltown, IA | 30 | 14 | 9.0 | $1.3M | −0.5% | #382 of 441 |
Other business types in the Marshalltown area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
- Auto repair and car care66
- Auto repair shops70
- Collision repair and body shops65
- Car washes and detailing30
- Tire shops47
- Oil change and quick lube
- Gas stations74
- Insurance agencies32
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many car washes and detailers are in the Marshalltown, IA area?
The Marshalltown area has 14 car washes and detailers on map listings as of September 2026. 3 of them (21%) are chain locations. The listings count car washes and detailers. Official counts show 5 businesses with payroll classed as car washes in 2023.
How much do households in the Marshalltown, IA area spend on vehicle maintenance and repairs?
About $18.2M a year, or $1,177 per household. That is 23% above the U.S. average (an index of 123, where 100 is the U.S. average). Spread across the 14 car washes and detailers on map listings, it comes to $1.3M per location. The spending figure covers all vehicle maintenance and repairs, not only car washes and detailers. It is estimated from the incomes of the 15,496 households in the Marshalltown area and national spending patterns by income.
How does the Marshalltown, IA area compare with the U.S. for car washes and detailers?
The Marshalltown area has 9.0 car washes and detailers per 10,000 households, 2.4 times the U.S. rate of 3.8. Spending per location is $1.3M, 48% below the U.S. figure of $2.5M. At the national ratio of car washes and detailers to household spending, the Marshalltown area would have about 7, against 14 on map listings. There is one business with payroll in the industry for every 3,099 households, against one for every 6,523 across the U.S.
How fast is the Marshalltown, IA area growing?
Population estimates put the Marshalltown area at 39,890 people in 2025, down 0.5% since 2020, against +3.1% for the U.S. It has 15,496 households. Median household income in the Marshalltown area is $73,315, 9% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.9%, before inflation.
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. The Marshalltown area scores 30 for car washes and detailers (lower middle), #382 of 441 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Marshalltown area. It maps the car washes and detailers 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.
How the score works · Top markets for car washes and detailers · All 56 business types in the Marshalltown area
Screening a site or an acquisition in the Marshalltown 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 Marshalltown 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.