Groceries and convenience · Metro area · Iowa
Convenience stores in the Waterloo-Cedar Falls, IA metro area
Competitor counts, household spending and official business counts for convenience stores in the Waterloo-Cedar Falls, IA metro area, set against other metro areas and the U.S.
Groundwork market score · out of 100
Score 38 out of 100: Lower middle
Ranked #275 of 387 scored metro areas
#8 of 8 scored metro areas based in Iowa
- Listings
- 64
- 44 chain locations (69%)
- Official establishments
- 18
- Businesses with payroll, 2023
- Household spending a year
- $409.7M
- On groceries · $5,904 a household
- Spending per listing
- $6.4M
- 19% below the U.S.
- Listings per 10k households
- 9.2
- 15% above the U.S.
- Population, 2025
- 169,189
- +0.5% since 2020
See the convenience stores around any address in the Waterloo-Cedar Falls metro area
The site report maps the convenience stores 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 Waterloo-Cedar Falls metro 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
At $5,904 per household (7% below the U.S. average), households in the Waterloo-Cedar Falls metro area spend about $409.7M a year on groceries. Spread across 64 convenience stores, that is $6.4M per store, 19% below the U.S. figure of $7.9M. The spending figure covers all groceries, not only convenience stores.
The Waterloo-Cedar Falls metro area has 64 convenience stores on map listings as of September 2026. Of those, 44 are chain locations, or 69%, against 60% across the U.S. That comes to 9.2 for every 10,000 households, 15% above the U.S. rate of 8.0.
The official count of businesses with payroll classed as convenience stores in the Waterloo-Cedar Falls metro area was 18 in 2023. That is one for every 3,855 households, against one for every 3,493 across the U.S. Since fiscal 2022, 1 SBA-backed loan worth $50K has gone to businesses classed as convenience stores in the Waterloo-Cedar Falls metro area.
Population estimates put the population change in the Waterloo-Cedar Falls metro area from 2020 to 2025 at +0.5%, slower than the U.S. (+3.1%). The Groundwork market score for convenience stores in the Waterloo-Cedar Falls metro area is 38 (lower middle), #275 of 387 scored metro areas and #8 of 8 scored metro areas based in Iowa.
How the Waterloo-Cedar Falls metro area compares
The same measures for Iowa and the whole U.S. Spending per listing divides a year of household spending on all groceries by the convenience stores 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 | Waterloo-Cedar Falls metro area | Iowa | U.S. |
|---|---|---|---|
| Listings per 10k households | 9.2 | 8.4 | 8.0 |
| Spending per listing | $6.4M | $7.2M | $7.9M |
| Households per official establishment | 3,855 | 11,747 | 3,493 |
| Official establishment growth, 2019–2023 | n/a | +67.2% | +22.0% |
| Population growth, 2020–2025 | +0.5% | +1.5% | +3.1% |
| Spending per household on groceries | $5,904 | $6,036 | $6,319 |
| Median household income | $70,811 | $75,059 | $80,734 |
| Groundwork market score | 38 | 51 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 18
- Employees, 2023
- 52
- Annual payroll, 2023
- $999K
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 6444 chain locations
- Listings at the U.S. rate for this spending
- 52The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 1
- Amount
- $50K
SBA-backed loans to businesses classed as convenience stores in the Waterloo-Cedar Falls metro 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 Waterloo-Cedar Falls metro area
- Population, 2025 estimate
- 169,189+0.5% since 2020
- Households
- 69,396
- Median age
- 37.8
- Homes lived in by their owners
- 69%
- Vehicles per household
- 1.9
- Land area
- 1,503 sq. mi.
- People per square mile
- 112
- Median household income
- $70,811+23.2% vs. 2015–2019, before inflation
- Average household income
- $92,709
- Median home value
- $194,800
- Jobs located here
- 88,619
- Daytime population
- 179,403Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Waterloo-Cedar Falls metro area?
These figures cover the whole metro area. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the convenience stores on map listings by name and distance.
Or open the report at the center of the Waterloo-Cedar Falls metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardConvenience stores across Iowa
Every Iowa market ranked →The highest-scoring metro areas in Iowa for convenience stores, numbered among those based in Iowa (a market based in another state is listed without a number), with the Waterloo-Cedar Falls metro area marked.
Top metro areas in Iowa
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| Omaha, NE-IA | 81 | 239 | 6.1 | $10.3M | +4.2% | #15 of 387 |
| 1Des Moines-West Des Moines, IA | 80 | 219 | 7.4 | $8.6M | +6.7% | #17 of 387 |
| 2Iowa City, IA | 79 | 34 | 4.7 | $13M | +4.1% | #21 of 387 |
| 3Ames, IA | 77 | 24 | 4.8 | $12.5M | +2.2% | #29 of 387 |
| 4Cedar Rapids, IA | 65 | 82 | 7.2 | $8.5M | +1.0% | #95 of 387 |
| 5Dubuque, IA | 51 | 38 | 9.3 | $6.6M | +0.1% | #197 of 387 |
| 6Sioux City, IA-NE-SD | 49 | 55 | 9.9 | $6M | +1.0% | #211 of 387 |
| 7Davenport-Moline-Rock Island, IA-IL | 46 | 137 | 8.5 | $7.1M | −0.9% | #226 of 387 |
| 8Waterloo-Cedar Falls, IA | 38 | 64 | 9.2 | $6.4M | +0.5% | #275 of 387 |
Other business types in the Waterloo-Cedar Falls metro area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
- Grocery and convenience stores35
- Grocery stores31
- Convenience stores38
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many convenience stores are in the Waterloo-Cedar Falls, IA metro area?
Map listings as of September 2026 show 64 convenience stores in the Waterloo-Cedar Falls metro area. 44 of them (69%) are chain locations. The listings count convenience stores without fuel. Official counts show 18 businesses with payroll classed as convenience stores in 2023.
How much do households in the Waterloo-Cedar Falls, IA metro area spend on groceries?
About $409.7M a year, or $5,904 per household. That is 7% below the U.S. average (an index of 93, where 100 is the U.S. average). Spread across the 64 convenience stores on map listings, it comes to $6.4M per store. That spending covers all groceries, which convenience stores share with other businesses in the trade. It is estimated from the incomes of the 69,396 households in the Waterloo-Cedar Falls metro area and national spending patterns by income.
How does the Waterloo-Cedar Falls, IA metro area compare with the U.S. for convenience stores?
The Waterloo-Cedar Falls metro area has 9.2 convenience stores per 10,000 households, 15% above the U.S. rate of 8.0. Spending per store is $6.4M, 19% below the U.S. figure of $7.9M. At the U.S. ratio of convenience stores to household spending, the Waterloo-Cedar Falls metro area would have about 52, against 64 on map listings. There is one business with payroll in the industry for every 3,855 households, against one for every 3,493 across the U.S.
How fast is the Waterloo-Cedar Falls, IA metro area growing?
Population estimates put the Waterloo-Cedar Falls metro area at 169,189 people in 2025, up 0.5% since 2020, slower than the U.S. (+3.1%). It has 69,396 households. The median household income in the Waterloo-Cedar Falls metro area is $70,811 a year, 12% below the U.S. median of $80,734. That rose 23.2% from the 2015–2019 survey, 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. 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 Waterloo-Cedar Falls metro area scores 38 for convenience stores (lower middle), #275 of 387 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Waterloo-Cedar Falls metro area. It maps the convenience stores 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 convenience stores · All 56 business types in the Waterloo-Cedar Falls metro area
Screening a site or an acquisition in the Waterloo-Cedar Falls metro 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 Waterloo-Cedar Falls metro 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.