Small-town market profile · Indiana
Madison, IN area market data
How the Madison area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 33,279
- +0.6% since 2020
- Households
- 12,790
- Median household income
- $64,577
- +22.5% vs. 2015–2019, before inflation
- Median home value
- $194,600
- Jobs located here
- 12,163
- Highest market score
- 84
- Gas stations, #11 of 536 scored small-town markets
A site report maps the competitors on map listings around any address in the Madison area by name and distance, and the households and spending within reach. Or open the report at the center of the Madison 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
The Madison area has an estimated 33,279 people and 12,790 households. Population estimates show the Madison area grew 0.6% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Madison area is $64,577, 20% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.5%, before inflation.
Relative to the U.S., household spending in the Madison area runs highest on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and lowest on child care and other personal services (58).
Of the business types scored in the Madison area, gas stations (84), auto repair and car care businesses (75) and tire shops (74) have the highest Groundwork market scores. For gas stations, that ranks #11 of 536 scored small-town markets.
The Madison area is made up of one county, Jefferson County. Against the U.S., map listings per household run highest for pizza places (56% above the U.S. rate) and lowest for real estate agents and brokers (57% below the U.S. rate).
All 56 business types in the Madison area
Highest Groundwork market score first. Each score compares the Madison area with other small-town markets 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 small-town markets | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Gas stations | 84 | #11 of 536 | 10 | 7.8 | $3.9M | 163 | 9 |
| Auto repair and car care | 75 | #45 of 538 | 51 | 39.9 | $295K | 110 | 16 |
| Tire shops | 74 | #56 of 431 | 5 | 3.9 | $3M | 120 | Under 3 |
| Auto repair shops | 72 | #59 of 538 | 30 | 23.5 | $501K | 113 | 12 |
| Chiropractors | 71 | #42 of 426 | 5 | 3.9 | $3.3M | 139 | Under 3 |
| Physical therapy | 61 | #120 of 400 | 5 | 3.9 | $3.3M | 139 | 5 |
| Grocery stores | 61 | #139 of 506 | 6 | 4.7 | $12.2M | 131 | 6 |
| Home repair trades | 59 | #156 of 526 | 15 | 11.7 | $2.1M | 88 | 6 |
| HVAC and plumbing | 58 | #155 of 476 | 8 | 6.3 | $4M | 84 | 6 |
| Grocery and convenience stores | 58 | #204 of 538 | 29 | 22.7 | $2.5M | 74 | 6 |
| Primary care and pediatrics | 57 | #173 of 458 | 9 | 7.0 | $1.9M | 104 | 15 |
| Convenience stores | 56 | #225 of 529 | 12 | 9.4 | $6.1M | 77 | Under 3 |
| Barbershops | 53 | #177 of 377 | 6 | 4.7 | $1.9M | 103 | Under 3 |
| Gyms | 53 | #228 of 506 | 9 | 7.0 | $1.1M | 82 | Under 3 |
| Sit-down restaurants | 53 | #237 of 538 | 65 | 50.8 | $692K | 104 | 22 |
| Optometrists and eye care | 49 | #215 of 400 | 5 | 3.9 | $3.3M | 106 | 6 |
| Restaurants and cafes | 48 | #278 of 538 | 126 | 98.5 | $357K | 96 | 57 |
| Coffee shops and cafes | 48 | #281 of 529 | 10 | 7.8 | $4.5M | 121 | 11 |
| Clothing, shoes and laundry | 47 | #296 of 536 | 28 | 21.9 | $821K | 93 | 9 |
| Fast food and sandwich shops | 47 | #305 of 537 | 20 | 15.6 | $2.2M | 74 | 23 |
| Gyms, studios and classes | 47 | #317 of 535 | 17 | 13.3 | $562K | 85 | Under 3 |
| Real estate | 46 | #304 of 536 | 24 | 18.8 | Index only | 161 | 13 |
| Real estate agents and brokers | 46 | #313 of 533 | 17 | 13.3 | Index only | 181 | 10 |
| Martial arts and dance studios | 44 | #238 of 378 | 6 | 4.7 | $1.6M | 79 | Under 3 |
| Clothing and shoe stores | 44 | #324 of 536 | 22 | 17.2 | $1M | 82 | 9 |
| Salons, barbers and spas | 44 | #348 of 538 | 54 | 42.2 | $215K | 101 | 10 |
| Landscaping and lawn care | 43 | #251 of 399 | 8 | 6.3 | $1.8M | 62 | 6 |
| Bakeries and dessert shops | 41 | #346 of 507 | 11 | 8.6 | $4.1M | 99 | 11 |
| Veterinarians | 40 | #270 of 398 | 6 | 4.7 | $1.6M | 59 | 4 |
| Pizza | 40 | #359 of 520 | 16 | 12.5 | $2.8M | 55 | 23 |
| Spas and skin care | 39 | #380 of 504 | 14 | 10.9 | $829K | 95 | Under 3 |
| Doctors, dentists and clinics | 39 | #381 of 538 | 127 | 99.3 | $131K | 86 | 38 |
| Roofing and gutters | 38 | #206 of 288 | 5 | 3.9 | $6.4M | 76 | Under 3 |
| Lawn, cleaning and pest control | 38 | #352 of 481 | 14 | 10.9 | $1M | 62 | 9 |
| Hair salons | 38 | #405 of 538 | 31 | 24.2 | $374K | 87 | 9 |
| Insurance agencies | 37 | #380 of 537 | 20 | 15.6 | $1.2M | 94 | 15 |
| Pet businesses | 36 | #422 of 527 | 18 | 14.1 | $535K | 61 | 7 |
| Pet grooming and boarding | 35 | #313 of 387 | 7 | 5.5 | $1.4M | 54 | 3 |
| Child care and preschools | 35 | #355 of 454 | 8 | 6.3 | $536K | 54 | 7 |
| Dentists and orthodontists | 34 | #412 of 526 | 19 | 14.9 | $877K | 89 | 12 |
| Car washes and detailing | Not scored | Not scored | 4 | 3.1 | $3.8M | 149 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 3.1 | Index only | 108 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 3 | 2.3 | $5M | 162 | Under 3 |
| House cleaning | Not scored | Not scored | 3 | 2.3 | $4.8M | 76 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 2.3 | $4.8M | 47 | 3 |
| Property management | Not scored | Not scored | 3 | 2.3 | Index only | 101 | Under 3 |
| Electricians | Not scored | Not scored | 2 | 1.6 | $16M | Too few | Under 3 |
| Funeral homes | Not scored | Not scored | 2 | 1.6 | $921K | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 1.6 | $11.5M | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 2 | 1.6 | $5.8M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 1.6 | $4.8M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 1.6 | $8.3M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.6 | $4.8M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.8 | $15M | Too few | 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 |
Household spending in the Madison area
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 | $15M | $1,175 | 123 |
| Gasoline and other fuels | $38.8M | $3,031 | 117 |
| Food away from home | $45M | $3,516 | 86 |
| Groceries | $73.1M | $5,717 | 90 |
| Personal care products and services | $11.6M | $907 | 90 |
| Child care and other personal services | $4.3M | $335 | 58 |
| Memberships, classes and admissions | $9.6M | $747 | 76 |
| Medical and dental services | $16.7M | $1,302 | 101 |
| Pets | $9.6M | $754 | 83 |
| Clothing, shoes and related services | $23M | $1,798 | 87 |
| Vehicle insurance | $23.7M | $1,849 | 95 |
| Home repairs, maintenance and insurance | $32.1M | $2,509 | 83 |
| Lawn care, cleaning and other household services | $14.5M | $1,135 | 80 |
| Rent and homeowner costs | $167.9M | $13,125 | 79 |
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 the Madison area
- Population, 2025 estimate
- 33,279+0.6% since 2020
- Households
- 12,790
- Median age
- 41.5
- Homes lived in by their owners
- 72%
- Vehicles per household
- 2.1
- Land area
- 361 sq. mi.
- People per square mile
- 91
- Median household income
- $64,577+22.5% vs. 2015–2019, before inflation
- Average household income
- $82,160
- Median home value
- $194,600
- Jobs located here
- 12,163
- Daytime population
- 31,641Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Madison 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 competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of the Madison area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Counties in the Madison area 1
- Jefferson County, IN32,998 people
Other markets based in Indiana 12
- Indianapolis-Carmel-Greenwood, IN metro area2,130,055 people
- Fort Wayne, IN metro area455,416 people
- South Bend-Mishawaka, IN-MI metro area324,560 people
- Evansville, IN metro area270,494 people
- Lafayette-West Lafayette, IN metro area226,805 people
- Elkhart-Goshen, IN metro area207,132 people
- Terre Haute, IN metro area168,719 people
- Bloomington, IN metro area162,569 people
- Muncie, IN metro area112,280 people
- Michigan City-La Porte, IN metro area111,917 people
- Kokomo, IN metro area83,752 people
- Columbus, IN metro area83,536 people
Questions
How fast is the Madison, IN area growing?
Population estimates put the Madison area at 33,279 people in 2025, up 0.6% since 2020, slower than the U.S. (+3.1%). It has 12,790 households. Median household income rose 22.5% from the 2015–2019 survey, before inflation.
How much do households in the Madison, IN area spend?
Households in the Madison area spend about $167.9M a year on rent and homeowner costs, $73.1M on groceries and $45M on food away from home. Set against the U.S., households in the Madison area spend the most on vehicle maintenance and repairs (an index of 123, 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 the Madison, IN area?
The highest Groundwork market scores in the Madison area are for gas stations (84), auto repair and car care businesses (75) and tire shops (74). The Madison area ranks #11 of 536 scored small-town markets for gas stations.
How does the Madison, IN area compare with the U.S.?
The median household income in the Madison area is $64,577 a year, 20% below the U.S. median of $80,734. The population rose 0.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $194,600, against $332,700 for the U.S. For its number of households, the Madison area has the most map listings, relative to the U.S., for pizza places (56% above the U.S. rate) and the fewest for real estate agents and brokers (57% 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. 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. 40 of the 56 business types have a score in the Madison area, each ranked against other small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Madison area. 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 the Madison 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 Madison 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.