County profile · Indiana
DeKalb County, IN market data
Population, household spending and competition for 56 business types in DeKalb County, each scored against other counties.
- Population, 2025
- 44,535
- +2.9% since 2020
- Households
- 17,096
- Median household income
- $74,331
- +31.7% vs. 2015–2019, before inflation
- Median home value
- $194,100
- Jobs located here
- 21,740
- Highest market score
- 84
- Physical therapy, #22 of 1,422 scored counties
A site report maps the competitors on map listings around any address in DeKalb County by name and distance, and the households and spending within reach. Or open the report at the center of DeKalb 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 44,535 people live in DeKalb County, in 17,096 households. Between 2020 and 2025, the population of DeKalb County grew 2.9%, in step with the U.S. (+3.1%). The median household income in DeKalb County is $74,331 a year, 8% below the U.S. median of $80,734. That rose 31.7% from the 2015–2019 survey, before inflation.
Set against the U.S., households in DeKalb County spend the most on vehicle maintenance and repairs (an index of 124, where 100 is the U.S. average) and the least on child care and other personal services (62).
The highest Groundwork market scores in DeKalb County are for physical therapy clinics (84), grocery and convenience stores (81) and primary care and pediatric clinics (79). DeKalb County ranks #22 of 1,422 scored counties for physical therapy clinics.
DeKalb County is part of the Auburn area. For its number of households, DeKalb County has the most map listings, relative to the U.S., for pet grooming and boarding businesses (2.3 times the U.S. rate) and the fewest for real estate agents and brokers (50% below the U.S. rate).
All 56 business types in DeKalb County
Highest Groundwork market score first. Each score compares DeKalb 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 |
|---|---|---|---|---|---|---|---|
| Physical therapy | 84 | #22 of 1,422 | 5 | 2.9 | $4.7M | 194 | 3 |
| Grocery and convenience stores | 81 | #160 of 2,402 | 22 | 12.9 | $4.6M | 135 | 5 |
| Primary care and pediatrics | 79 | #101 of 1,656 | 9 | 5.3 | $2.6M | 146 | 9 |
| Hair salons | 77 | #123 of 2,339 | 27 | 15.8 | $602K | 140 | 4 |
| Grocery stores | 77 | #244 of 2,070 | 7 | 4.1 | $14.4M | 155 | 5 |
| Tire shops | 74 | #192 of 1,530 | 7 | 4.1 | $2.9M | 116 | Under 3 |
| Convenience stores | 74 | #316 of 2,261 | 10 | 5.8 | $10.1M | 128 | Under 3 |
| Barbershops | 73 | #162 of 1,356 | 5 | 2.9 | $3.3M | 173 | Under 3 |
| Spas and skin care | 72 | #172 of 1,769 | 10 | 5.8 | $1.6M | 186 | Under 3 |
| Salons, barbers and spas | 72 | #235 of 2,385 | 48 | 28.1 | $339K | 159 | 9 |
| Nail salons | 70 | #148 of 1,328 | 6 | 3.5 | $2.7M | 162 | Under 3 |
| Dentists and orthodontists | 69 | #296 of 1,886 | 16 | 9.4 | $1.5M | 148 | 10 |
| Clothing, shoes and laundry | 68 | #439 of 2,210 | 26 | 15.2 | $1.2M | 140 | 5 |
| Optometrists and eye care | 66 | #275 of 1,302 | 5 | 2.9 | $4.7M | 149 | 4 |
| HVAC and plumbing | 66 | #288 of 1,707 | 7 | 4.1 | $6.4M | 134 | 13 |
| Clothing and shoe stores | 66 | #505 of 2,087 | 20 | 11.7 | $1.6M | 126 | 5 |
| Chiropractors | 63 | #376 of 1,490 | 8 | 4.7 | $2.9M | 122 | 6 |
| Gyms | 62 | #462 of 1,792 | 11 | 6.4 | $1.2M | 96 | 4 |
| Coffee shops and cafes | 62 | #543 of 2,063 | 15 | 8.8 | $4.2M | 114 | 7 |
| Doctors, dentists and clinics | 62 | #680 of 2,394 | 116 | 67.9 | $201K | 132 | 32 |
| Car washes and detailing | 61 | #430 of 1,451 | 6 | 3.5 | $3.4M | 134 | 8 |
| Bakeries and dessert shops | 61 | #517 of 1,889 | 14 | 8.2 | $4.5M | 109 | 7 |
| Sit-down restaurants | 61 | #708 of 2,405 | 75 | 43.9 | $845K | 127 | 30 |
| Gas stations | 61 | #714 of 2,358 | 23 | 13.5 | $2.3M | 95 | 21 |
| Home repair trades | 60 | #579 of 2,057 | 17 | 9.9 | $2.6M | 108 | 24 |
| Auto repair shops | 60 | #717 of 2,378 | 37 | 21.6 | $549K | 124 | 28 |
| Auto repair and car care | 59 | #783 of 2,401 | 65 | 38.0 | $313K | 116 | 36 |
| Gyms, studios and classes | 57 | #748 of 2,088 | 24 | 14.0 | $570K | 86 | 4 |
| Restaurants and cafes | 56 | #921 of 2,405 | 153 | 89.5 | $414K | 112 | 73 |
| Veterinarians | 54 | #629 of 1,485 | 5 | 2.9 | $2.7M | 101 | 6 |
| Real estate | 54 | #866 of 2,229 | 33 | 19.3 | Index only | 162 | 17 |
| Collision repair and body shops | 53 | #591 of 1,327 | 7 | 4.1 | $2.9M | 94 | 7 |
| Real estate agents and brokers | 51 | #989 of 2,176 | 26 | 15.2 | Index only | 164 | 14 |
| Fast food and sandwich shops | 50 | #1,143 of 2,222 | 23 | 13.5 | $2.8M | 90 | 35 |
| Child care and preschools | 48 | #873 of 1,611 | 7 | 4.1 | $882K | 88 | Under 3 |
| Pet businesses | 45 | #1,349 of 2,200 | 33 | 19.3 | $415K | 47 | 6 |
| Pizza | 41 | #1,410 of 2,090 | 20 | 11.7 | $3.2M | 62 | 35 |
| Lawn, cleaning and pest control | 37 | #1,344 of 1,771 | 14 | 8.2 | $1.4M | 86 | 35 |
| Insurance agencies | 37 | #1,578 of 2,272 | 28 | 16.4 | $1.1M | 90 | 20 |
| Martial arts and dance studios | 35 | #1,048 of 1,334 | 11 | 6.4 | $1.2M | 62 | Under 3 |
| Landscaping and lawn care | 35 | #1,155 of 1,493 | 11 | 6.4 | $1.8M | 63 | 17 |
| Pet stores | 34 | #730 of 974 | 5 | 2.9 | $2.7M | 61 | Under 3 |
| Roofing and gutters | 29 | #1,012 of 1,177 | 9 | 5.3 | $5M | 59 | 5 |
| Pet grooming and boarding | 29 | #1,220 of 1,461 | 14 | 8.2 | $978K | 38 | Under 3 |
| Funeral homes | Not scored | Not scored | 4 | 2.3 | $563K | 83 | 4 |
| Property management | Not scored | Not scored | 3 | 1.8 | Index only | 139 | Under 3 |
| Dry cleaners | Not scored | Not scored | 2 | 1.2 | $16M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 1.2 | Index only | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 1.2 | $10.1M | Too few | 15 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.2 | Index only | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 1.2 | $11.7M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.2 | $6.8M | Too few | 4 |
| Electricians | Not scored | Not scored | 1 | 0.6 | $44.6M | Too few | 6 |
| Laundromats | Not scored | Not scored | 1 | 0.6 | $32M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $20.3M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.6 | $20.2M | Too few | 3 |
Household spending in DeKalb 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 | $20.3M | $1,189 | 124 |
| Gasoline and other fuels | $52.2M | $3,051 | 118 |
| Food away from home | $63.4M | $3,708 | 91 |
| Groceries | $101M | $5,905 | 93 |
| Personal care products and services | $16.3M | $951 | 95 |
| Child care and other personal services | $6.2M | $361 | 62 |
| Memberships, classes and admissions | $13.7M | $800 | 81 |
| Medical and dental services | $23.4M | $1,366 | 106 |
| Pets | $13.7M | $801 | 88 |
| Clothing, shoes and related services | $32M | $1,872 | 91 |
| Vehicle insurance | $31.7M | $1,855 | 95 |
| Home repairs, maintenance and insurance | $44.6M | $2,611 | 87 |
| Lawn care, cleaning and other household services | $20.2M | $1,180 | 83 |
| Rent and homeowner costs | $232.2M | $13,582 | 82 |
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 DeKalb County
- Population, 2025 estimate
- 44,535+2.9% since 2020
- Households
- 17,096
- Median age
- 39.9
- Homes lived in by their owners
- 82%
- Vehicles per household
- 2.1
- Land area
- 363 sq. mi.
- People per square mile
- 121
- Median household income
- $74,331+31.7% vs. 2015–2019, before inflation
- Average household income
- $88,977
- Median home value
- $194,100
- Jobs located here
- 21,740
- Daytime population
- 43,616Residents who don’t work, plus everyone whose job is here
Looking at a specific site in DeKalb 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 DeKalb 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 Indiana 8
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- Steuben County, IN34,726 people
- Allen County, IN392,378 people
- Whitley County, IN34,618 people
- LaGrange County, IN40,805 people
- Kosciusko County, IN80,442 people
- Huntington County, IN36,798 people
- Wells County, IN28,420 people
Questions
How fast is DeKalb County, IN growing?
Population estimates put DeKalb County at 44,535 people in 2025, up 2.9% since 2020, in step with the U.S. (+3.1%). It has 17,096 households. Against the 2015–2019 survey, median household income rose 31.7%, before inflation.
How much do households in DeKalb County, IN spend?
Households in DeKalb County spend about $232.2M a year on rent and homeowner costs, $101M on groceries and $63.4M on food away from home. Relative to the U.S., household spending in DeKalb County runs highest on vehicle maintenance and repairs (an index of 124, where 100 is the U.S. average) and lowest on child care and other personal services (62).
Which business types have the highest market scores in DeKalb County, IN?
Of the business types scored in DeKalb County, physical therapy clinics (84), grocery and convenience stores (81) and primary care and pediatric clinics (79) have the highest Groundwork market scores. For physical therapy clinics, that ranks #22 of 1,422 scored counties.
How does DeKalb County, IN compare with the U.S.?
Median household income in DeKalb County is $74,331, 8% below the U.S. median of $80,734. The population rose 2.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $194,100, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (2.3 times the U.S. rate) and lowest for real estate agents and brokers (50% 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. 44 of the 56 business types have a score in DeKalb 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 DeKalb 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 DeKalb 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 DeKalb 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.