Food and drink · Small-town market · Iowa
Coffee shops and cafes in the Marshalltown, IA area
Competitor counts, household spending and official business counts for coffee shops and cafes in the Marshalltown, IA area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 74 out of 100: Upper middle
Ranked #28 of 529 scored small-town markets
#1 of 15 scored small-town markets based in Iowa
- Listings
- 6
- 6 chain locations (100%)
- Official establishments
- n/a
- Fewer than 3, or not published
- Household spending a year
- $56.5M
- On food away from home · $3,647 a household
- Spending per listing
- $9.4M
- 2.5 times the U.S.
- Listings per 10k households
- 3.9
- 65% below the U.S.
- Population, 2025
- 39,890
- −0.5% since 2020
See the coffee shops and cafes around any address in the Marshalltown area
The site report maps the coffee shops and cafes 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 coffee shops and cafes, the Marshalltown area has a Groundwork market score of 74 (upper middle): #28 of 529 scored small-town markets and #1 of 15 scored small-town markets based in Iowa. That puts it in the top 10% of small-town markets for coffee shops and cafes.
Household spending on food away from home in the Marshalltown area comes to about $56.5M a year: $3,647 per household, 10% below the U.S. average. That is about $9.4M of household spending for each cafe on map listings, 2.5 times the U.S. figure of $3.7M. The spending figure covers all food away from home, not only coffee shops and cafes.
There are 6 coffee shops and cafes on map listings in the Marshalltown area as of September 2026. All of them are chain locations, against 39% across the U.S. That comes to 3.9 for every 10,000 households, 65% below the U.S. rate of 11.0.
Official counts don’t publish a figure for snack and nonalcoholic beverage bars in the Marshalltown area, since they leave out counts under 3. Population estimates put the population change in the Marshalltown area from 2020 to 2025 at −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 food away from home by the coffee shops and cafes 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 | 3.9 | 11.8 | 11.0 |
| Spending per listing | $9.4M | $3.3M | $3.7M |
| Households per official establishment (all snack and nonalcoholic beverage bars) | n/a | 1,702 | 1,518 |
| Official establishment growth, 2019–2023 | n/a | +51.3% | +24.3% |
| Population growth, 2020–2025 | −0.5% | +1.5% | +3.1% |
| Spending per household on food away from home | $3,647 | $3,880 | $4,070 |
| Median household income | $73,315 | $75,059 | $80,734 |
| Groundwork market score | 74 | 40 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- n/aAll snack and nonalcoholic beverage bars
- Employees, 2023
- n/a
- Annual payroll, 2023
- n/a
- One-person businesses, 2023
- 0All snack and nonalcoholic beverage bars with no payroll
- Map listings, September 2026
- 66 chain locations
- Listings at the U.S. rate for this spending
- 15The 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 snack and nonalcoholic beverage bars 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. These official figures cover all snack and nonalcoholic beverage bars, not only coffee shops and cafes.
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 coffee shops and cafes 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 cardCoffee shops and cafes across Iowa
Every Iowa market ranked →The highest-scoring small-town markets in Iowa for coffee shops and cafes, 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 |
|---|---|---|---|---|---|---|
| 1Marshalltown, IA | 74 | 6 | 3.9 | $9.4M | −0.5% | #28 of 529 |
| 2Fort Dodge, IA | 61 | 12 | 7.8 | $4.5M | −0.4% | #150 of 529 |
| 3Oskaloosa, IA | 57 | 7 | 8.0 | $4.5M | −1.2% | #191 of 529 |
| 4Muscatine, IA | 56 | 16 | 9.2 | $4M | −3.0% | #207 of 529 |
| 5Le Mars, IA | 49 | 14 | 13.6 | $2.9M | 0.0% | #279 of 529 |
| 6Burlington, IA-IL | 48 | 19 | 9.6 | $3.6M | −2.5% | #287 of 529 |
| 7Pella, IA | 47 | 17 | 12.8 | $3.1M | +2.3% | #298 of 529 |
| 8Storm Lake, IA | 44 | 11 | 14.6 | $2.6M | −1.7% | #332 of 529 |
| 9Mason City, IA | 36 | 26 | 11.4 | $3.2M | −1.5% | #417 of 529 |
| 10Clinton, IA | 35 | 30 | 15.4 | $2.4M | −0.9% | #437 of 529 |
Other business types in the Marshalltown area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
- Restaurants and cafes72
- Sit-down restaurants61
- Fast food and sandwich shops75
- Pizza55
- Coffee shops and cafes74
- Bakeries and dessert shops48
Groceries and convenience
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many coffee shops and cafes are in the Marshalltown, IA area?
As of September 2026, map listings count 6 coffee shops and cafes in the Marshalltown area. 6 of them (100%) are chain locations. The listings count coffee, tea, juice and bubble tea shops, and cafes. No official count is published for snack and nonalcoholic beverage bars in the Marshalltown area: counts under 3 are left out.
How much do households in the Marshalltown, IA area spend on food away from home?
About $56.5M a year, or $3,647 per household. That is 10% below the U.S. average (an index of 90, where 100 is the U.S. average). Spread across the 6 coffee shops and cafes on map listings, it comes to $9.4M per cafe. That spending covers all food away from home, which coffee shops and cafes share with other businesses in the trade. 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 coffee shops and cafes?
The Marshalltown area has 3.9 coffee shops and cafes per 10,000 households, 65% below the U.S. rate of 11.0. Spending per cafe is $9.4M, 2.5 times the U.S. figure of $3.7M. At the U.S. ratio of coffee shops and cafes to household spending, the Marshalltown area would have about 15, against 6 on map listings.
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 74 for coffee shops and cafes (upper middle), #28 of 529 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 coffee shops and cafes 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 coffee shops and cafes · 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.