County profile · Indiana
Howard County, IN market data
How Howard County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 83,904
- +0.4% since 2020
- Households
- 35,593
- Median household income
- $64,027
- +22.3% vs. 2015–2019, before inflation
- Median home value
- $165,000
- Jobs located here
- 35,309
- Highest market score
- 72
- Chiropractors, #179 of 1,490 scored counties
A site report maps the competitors on map listings around any address in Howard County by name and distance, and the households and spending within reach. Or open the report at the center of Howard 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
Howard County has an estimated 83,904 people and 35,593 households. Population estimates show Howard County grew 0.4% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in Howard County is $64,027, 21% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.3%, before inflation.
Relative to the U.S., household spending in Howard County runs highest on vehicle maintenance and repairs (an index of 106, where 100 is the U.S. average) and lowest on child care and other personal services (58).
Of the business types scored in Howard County, chiropractors (72), grocery stores (71) and tire shops (69) have the highest Groundwork market scores. For chiropractors, that ranks #179 of 1,490 scored counties.
Howard County is part of the Kokomo metro area. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (81% above the U.S. rate) and lowest for real estate agents and brokers (48% below the U.S. rate).
All 56 business types in Howard County
Highest Groundwork market score first. Each score compares Howard 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 |
|---|---|---|---|---|---|---|---|
| Chiropractors | 72 | #179 of 1,490 | 11 | 3.1 | $4.2M | 176 | 7 |
| Grocery stores | 71 | #363 of 2,070 | 13 | 3.7 | $15.6M | 168 | 9 |
| Tire shops | 69 | #307 of 1,530 | 11 | 3.1 | $3.3M | 132 | 4 |
| Grocery and convenience stores | 58 | #851 of 2,402 | 46 | 12.9 | $4.4M | 130 | 26 |
| Martial arts and dance studios | 56 | #501 of 1,334 | 14 | 3.9 | $1.9M | 93 | 3 |
| Yoga, Pilates and fitness studios | 54 | #299 of 777 | 5 | 1.4 | $5.2M | 129 | 9 |
| Property management | 54 | #370 of 910 | 6 | 1.7 | Index only | 139 | 8 |
| Child care and preschools | 53 | #737 of 1,611 | 9 | 2.5 | $1.3M | 132 | 20 |
| Auto repair shops | 53 | #1,060 of 2,378 | 78 | 21.9 | $465K | 105 | 34 |
| Mortgage brokers and lenders | 51 | #417 of 887 | 9 | 2.5 | Index only | 132 | 3 |
| Hair salons | 51 | #1,117 of 2,339 | 70 | 19.7 | $459K | 107 | 16 |
| Electricians | 50 | #577 of 1,160 | 9 | 2.5 | $9.8M | 82 | 12 |
| Funeral homes | 49 | #715 of 1,472 | 8 | 2.2 | $669K | 98 | 10 |
| Real estate agents and brokers | 49 | #1,092 of 2,176 | 57 | 16.0 | Index only | 149 | 15 |
| Auto repair and car care | 47 | #1,334 of 2,401 | 141 | 39.6 | $257K | 96 | 53 |
| Primary care and pediatrics | 46 | #975 of 1,656 | 29 | 8.1 | $1.6M | 90 | 47 |
| Convenience stores | 46 | #1,254 of 2,261 | 28 | 7.9 | $7.2M | 92 | 17 |
| Sit-down restaurants | 45 | #1,419 of 2,405 | 179 | 50.3 | $697K | 105 | 59 |
| Roofing and gutters | 43 | #735 of 1,177 | 10 | 2.8 | $8.8M | 104 | Under 3 |
| Gyms, studios and classes | 43 | #1,398 of 2,088 | 49 | 13.8 | $535K | 81 | 12 |
| Real estate | 43 | #1,452 of 2,229 | 75 | 21.1 | Index only | 143 | 32 |
| Veterinarians | 42 | #934 of 1,485 | 13 | 3.7 | $2.1M | 76 | 10 |
| Spas and skin care | 42 | #1,192 of 1,769 | 37 | 10.4 | $868K | 99 | 7 |
| Lawn, cleaning and pest control | 41 | #1,206 of 1,771 | 26 | 7.3 | $1.5M | 92 | 44 |
| Home repair trades | 41 | #1,452 of 2,057 | 49 | 13.8 | $1.8M | 74 | 38 |
| Salons, barbers and spas | 41 | #1,681 of 2,385 | 151 | 42.4 | $213K | 100 | 26 |
| Gyms | 40 | #1,246 of 1,792 | 30 | 8.4 | $873K | 67 | 9 |
| Coffee shops and cafes | 40 | #1,375 of 2,063 | 34 | 9.6 | $3.7M | 99 | 22 |
| Optometrists and eye care | 37 | #960 of 1,302 | 16 | 4.5 | $2.9M | 92 | 15 |
| Restaurants and cafes | 37 | #1,727 of 2,405 | 337 | 94.7 | $370K | 100 | 172 |
| Barbershops | 36 | #1,002 of 1,356 | 20 | 5.6 | $1.6M | 85 | Under 3 |
| Nail salons | 35 | #1,049 of 1,328 | 22 | 6.2 | $1.5M | 87 | Under 3 |
| Landscaping and lawn care | 35 | #1,151 of 1,493 | 21 | 5.9 | $1.9M | 65 | 28 |
| Bakeries and dessert shops | 34 | #1,503 of 1,889 | 33 | 9.3 | $3.8M | 91 | 26 |
| Car washes and detailing | 33 | #1,143 of 1,451 | 19 | 5.3 | $1.9M | 76 | 9 |
| Physical therapy | 33 | #1,147 of 1,422 | 25 | 7.0 | $1.9M | 77 | 22 |
| HVAC and plumbing | 33 | #1,435 of 1,707 | 30 | 8.4 | $2.9M | 62 | 26 |
| Gas stations | 33 | #1,859 of 2,358 | 63 | 17.7 | $1.5M | 62 | 44 |
| Fast food and sandwich shops | 32 | #1,773 of 2,222 | 50 | 14.0 | $2.5M | 82 | 90 |
| Clothing, shoes and laundry | 32 | #1,796 of 2,210 | 82 | 23.0 | $779K | 88 | 38 |
| Pet grooming and boarding | 31 | #1,172 of 1,461 | 23 | 6.5 | $1.2M | 46 | 7 |
| Dentists and orthodontists | 31 | #1,617 of 1,886 | 53 | 14.9 | $874K | 89 | 39 |
| Clothing and shoe stores | 31 | #1,675 of 2,087 | 63 | 17.7 | $1M | 80 | 35 |
| Doctors, dentists and clinics | 31 | #2,063 of 2,394 | 369 | 103.7 | $126K | 82 | 133 |
| Laundromats | 30 | #610 of 785 | 7 | 2.0 | $9.1M | 73 | Under 3 |
| Pet businesses | 30 | #1,867 of 2,200 | 50 | 14.0 | $536K | 61 | 22 |
| Pet stores | 27 | #821 of 974 | 8 | 2.2 | $3.4M | 74 | 5 |
| Pizza | 26 | #1,891 of 2,090 | 41 | 11.5 | $3M | 60 | 90 |
| Insurance agencies | 26 | #1,932 of 2,272 | 65 | 18.3 | $877K | 70 | 33 |
| Oil change and quick lube | 21 | #441 of 479 | 7 | 2.0 | $5.2M | 38 | 6 |
| Collision repair and body shops | Not scored | Not scored | 4 | 1.1 | $9.1M | 294 | 7 |
| Pest control | Not scored | Not scored | 4 | 1.1 | $10.1M | 98 | 6 |
| Home inspectors | Not scored | Not scored | 3 | 0.8 | Index only | 59 | Under 3 |
| Dry cleaners | Not scored | Not scored | 2 | 0.6 | $31.9M | Too few | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.6 | $23.2M | Too few | 3 |
| House cleaning | Not scored | Not scored | 1 | 0.3 | $40.2M | Too few | 10 |
Household spending in Howard 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 | $36.3M | $1,020 | 106 |
| Gasoline and other fuels | $93.6M | $2,630 | 101 |
| Food away from home | $124.7M | $3,503 | 86 |
| Groceries | $202.9M | $5,701 | 90 |
| Personal care products and services | $32.1M | $903 | 90 |
| Child care and other personal services | $11.9M | $335 | 58 |
| Memberships, classes and admissions | $26.2M | $736 | 75 |
| Medical and dental services | $46.3M | $1,301 | 101 |
| Pets | $26.8M | $753 | 83 |
| Clothing, shoes and related services | $63.8M | $1,794 | 87 |
| Vehicle insurance | $57M | $1,602 | 82 |
| Home repairs, maintenance and insurance | $88.3M | $2,480 | 82 |
| Lawn care, cleaning and other household services | $40.2M | $1,130 | 80 |
| Rent and homeowner costs | $464.2M | $13,043 | 78 |
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 Howard County
- Population, 2025 estimate
- 83,904+0.4% since 2020
- Households
- 35,593
- Median age
- 40.9
- Homes lived in by their owners
- 71%
- Vehicles per household
- 1.8
- Land area
- 293 sq. mi.
- People per square mile
- 286
- Median household income
- $64,027+22.3% vs. 2015–2019, before inflation
- Average household income
- $83,020
- Median home value
- $165,000
- Jobs located here
- 35,309
- Daytime population
- 82,151Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Howard 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 Howard County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
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Questions
How fast is Howard County, IN growing?
Population estimates put Howard County at 83,904 people in 2025, up 0.4% since 2020, slower than the U.S. (+3.1%). It has 35,593 households. Median household income rose 22.3% from the 2015–2019 survey, before inflation.
How much do households in Howard County, IN spend?
Households in Howard County spend about $464.2M a year on rent and homeowner costs, $202.9M on groceries and $124.7M on food away from home. Set against the U.S., households in Howard County spend the most on vehicle maintenance and repairs (an index of 106, where 100 is the U.S. average) and the least on child care and other personal services (58).
Which business types have the highest market scores in Howard County, IN?
The highest Groundwork market scores in Howard County are for chiropractors (72), grocery stores (71) and tire shops (69). Howard County ranks #179 of 1,490 scored counties for chiropractors.
How does Howard County, IN compare with the U.S.?
The median household income in Howard County is $64,027 a year, 21% below the U.S. median of $80,734. The population rose 0.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $165,000, against $332,700 for the U.S. For its number of households, Howard County has the most map listings, relative to the U.S., for pet grooming and boarding businesses (81% above the U.S. rate) and the fewest for real estate agents and brokers (48% 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. 50 of the 56 business types have a score in Howard 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 Howard 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.
All markets in Indiana · Every U.S. market · How we measure
Screening a site or an acquisition in Howard 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 Howard 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.