County profile · Illinois
Marshall County, IL market data
How Marshall County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 11,473
- −2.0% since 2020
- Households
- 5,094
- Median household income
- $71,585
- +22.4% vs. 2015–2019, before inflation
- Median home value
- $142,800
- Jobs located here
- 2,729
- Highest market score
- 73
- Auto repair and car care, #273 of 2,401 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
Marshall County has an estimated 11,473 people and 5,094 households. Population estimates put the population change in Marshall County from 2020 to 2025 at −2.0%, against +3.1% for the U.S. Median household income in Marshall County is $71,585, 11% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.4%, before inflation.
Relative to the U.S., household spending in Marshall County runs highest on vehicle maintenance and repairs (an index of 122, where 100 is the U.S. average) and lowest on child care and other personal services (60).
Of the business types scored in Marshall County, auto repair and car care businesses (73), auto repair shops (70) and hair salons (65) have the highest Groundwork market scores. For auto repair and car care businesses, that ranks #273 of 2,401 scored counties.
Marshall County is part of the Peoria metro area. Against the U.S., map listings per household run highest for restaurants and cafes (27% above the U.S. rate) and lowest for salons, barbers and spas (58% 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 |
|---|---|---|---|---|---|---|---|
| Auto repair and car care | 73 | #273 of 2,401 | 17 | 33.4 | $349K | 130 | 4 |
| Auto repair shops | 70 | #332 of 2,378 | 8 | 15.7 | $743K | 167 | Under 3 |
| Hair salons | 65 | #435 of 2,339 | 6 | 11.8 | $792K | 184 | Under 3 |
| Salons, barbers and spas | 64 | #480 of 2,385 | 10 | 19.6 | $475K | 223 | Under 3 |
| Doctors, dentists and clinics | 60 | #738 of 2,394 | 23 | 45.2 | $296K | 194 | Under 3 |
| Clothing, shoes and laundry | 56 | #847 of 2,210 | 6 | 11.8 | $1.6M | 177 | 3 |
| Gas stations | 48 | #1,245 of 2,358 | 5 | 9.8 | $3M | 127 | 10 |
| Grocery and convenience stores | 40 | #1,588 of 2,402 | 11 | 21.6 | $2.7M | 80 | 4 |
| Home repair trades | 33 | #1,768 of 2,057 | 8 | 15.7 | $1.6M | 67 | 6 |
| Pizza | 32 | #1,744 of 2,090 | 9 | 17.7 | $2.1M | 40 | 8 |
| Insurance agencies | 30 | #1,792 of 2,272 | 7 | 13.7 | $1.3M | 106 | 6 |
| Lawn, cleaning and pest control | 29 | #1,610 of 1,771 | 6 | 11.8 | $986K | 59 | 4 |
| Gyms, studios and classes | 29 | #1,816 of 2,088 | 8 | 15.7 | $499K | 75 | Under 3 |
| Grocery stores | 28 | #1,696 of 2,070 | 5 | 9.8 | $5.9M | 64 | 3 |
| Restaurants and cafes | 26 | #2,168 of 2,405 | 71 | 139.4 | $260K | 70 | 22 |
| Gyms | 25 | #1,593 of 1,792 | 5 | 9.8 | $798K | 61 | Under 3 |
| Bakeries and dessert shops | 25 | #1,735 of 1,889 | 6 | 11.8 | $3.1M | 74 | Under 3 |
| Sit-down restaurants | 22 | #2,273 of 2,405 | 37 | 72.6 | $499K | 75 | 12 |
| Clothing and shoe stores | Not scored | Not scored | 4 | 7.9 | $2.3M | 184 | 3 |
| Convenience stores | Not scored | Not scored | 4 | 7.9 | $7.4M | 94 | Under 3 |
| Fast food and sandwich shops | Not scored | Not scored | 4 | 7.9 | $4.6M | 151 | 8 |
| HVAC and plumbing | Not scored | Not scored | 4 | 7.9 | $3.3M | 68 | 6 |
| Landscaping and lawn care | Not scored | Not scored | 4 | 7.9 | $1.5M | 50 | 4 |
| Tire shops | Not scored | Not scored | 4 | 7.9 | $1.5M | 59 | Under 3 |
| Coffee shops and cafes | Not scored | Not scored | 3 | 5.9 | $6.2M | 166 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 3 | 5.9 | $2M | 64 | Under 3 |
| Dentists and orthodontists | Not scored | Not scored | 3 | 5.9 | $2.3M | 231 | Under 3 |
| Funeral homes | Not scored | Not scored | 3 | 5.9 | $291K | 43 | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 3 | 5.9 | $1.3M | 66 | Under 3 |
| Pet businesses | Not scored | Not scored | 3 | 5.9 | $1.3M | 151 | Under 3 |
| Veterinarians | Not scored | Not scored | 3 | 5.9 | $1.3M | 49 | Under 3 |
| Barbershops | Not scored | Not scored | 2 | 3.9 | $2.4M | Too few | Under 3 |
| Chiropractors | Not scored | Not scored | 2 | 3.9 | $3.4M | Too few | Under 3 |
| Electricians | Not scored | Not scored | 2 | 3.9 | $6.5M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 2 | 3.9 | $3.4M | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 3.9 | $3.4M | Too few | Under 3 |
| Real estate | Not scored | Not scored | 2 | 3.9 | Index only | Too few | Under 3 |
| Real estate agents and brokers | Not scored | Not scored | 2 | 3.9 | Index only | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 3.9 | $6.5M | Too few | Under 3 |
| Spas and skin care | Not scored | Not scored | 2 | 3.9 | $2.4M | Too few | Under 3 |
| Car washes and detailing | Not scored | Not scored | 1 | 2.0 | $5.9M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 2.0 | $5.9M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 2.0 | $9.4M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 2.0 | $5.9M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 1 | 2.0 | $6.8M | Too few | Under 3 |
| Child care and preschools | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Nail salons | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pet stores | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Property management | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Yoga, Pilates and fitness studios | 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 | $5.9M | $1,166 | 122 |
| Gasoline and other fuels | $15.2M | $2,985 | 115 |
| Food away from home | $18.5M | $3,623 | 89 |
| Groceries | $29.7M | $5,826 | 92 |
| Personal care products and services | $4.8M | $933 | 93 |
| Child care and other personal services | $1.8M | $351 | 60 |
| Memberships, classes and admissions | $4M | $783 | 80 |
| Medical and dental services | $6.8M | $1,337 | 104 |
| Pets | $4M | $780 | 86 |
| Clothing, shoes and related services | $9.4M | $1,840 | 90 |
| Vehicle insurance | $9.3M | $1,820 | 93 |
| Home repairs, maintenance and insurance | $13M | $2,557 | 85 |
| Lawn care, cleaning and other household services | $5.9M | $1,161 | 82 |
| Rent and homeowner costs | $68.2M | $13,385 | 80 |
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
- 11,473−2.0% since 2020
- Households
- 5,094
- Median age
- 45.3
- Homes lived in by their owners
- 79%
- Vehicles per household
- 2.0
- Land area
- 387 sq. mi.
- People per square mile
- 30
- Median household income
- $71,585+22.4% vs. 2015–2019, before inflation
- Average household income
- $85,623
- Median home value
- $142,800
- Jobs located here
- 2,729
- Daytime population
- 8,879Residents 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 Illinois 8
- Putnam County, IL5,601 people
- Woodford County, IL38,312 people
- Bureau County, IL32,866 people
- Stark County, IL5,308 people
- Peoria County, IL179,645 people
- LaSalle County, IL108,714 people
- Tazewell County, IL130,290 people
- Livingston County, IL35,565 people
Questions
How fast is Marshall County, IL growing?
Population estimates put Marshall County at 11,473 people in 2025, down 2.0% since 2020, against +3.1% for the U.S. It has 5,094 households. Median household income rose 22.4% from the 2015–2019 survey, before inflation.
How much do households in Marshall County, IL spend?
Households in Marshall County spend about $68.2M a year on rent and homeowner costs, $29.7M on groceries and $18.5M on food away from home. Set against the U.S., households in Marshall County spend the most on vehicle maintenance and repairs (an index of 122, where 100 is the U.S. average) and the least on child care and other personal services (60).
Which business types have the highest market scores in Marshall County, IL?
The highest Groundwork market scores in Marshall County are for auto repair and car care businesses (73), auto repair shops (70) and hair salons (65). Marshall County ranks #273 of 2,401 scored counties for auto repair and car care businesses.
How does Marshall County, IL compare with the U.S.?
The median household income in Marshall County is $71,585 a year, 11% below the U.S. median of $80,734. The population fell 2.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $142,800, against $332,700 for the U.S. For its number of households, Marshall County has the most map listings, relative to the U.S., for restaurants and cafes (27% above the U.S. rate) and the fewest for salons, barbers and spas (58% 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. 18 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.