County profile · Indiana
Marshall County, IN market data
Population, household spending and competition for 56 business types in Marshall County, each scored against other counties.
- Population, 2025
- 46,599
- +1.2% since 2020
- Households
- 17,758
- Median household income
- $71,808
- +36.4% vs. 2015–2019, before inflation
- Median home value
- $204,900
- Jobs located here
- 18,393
- Highest market score
- 80
- Physical therapy, #56 of 1,422 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
An estimated 46,599 people live in Marshall County, in 17,758 households. Population estimates put the population change in Marshall County from 2020 to 2025 at +1.2%, slower than the U.S. (+3.1%). The median household income in Marshall County is $71,808 a year, 11% below the U.S. median of $80,734. That rose 36.4% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Marshall County spend the most on vehicle maintenance and repairs (an index of 119, where 100 is the U.S. average) and the least on child care and other personal services (61).
The highest Groundwork market scores in Marshall County are for physical therapy clinics (80), spas and skin care studios (72) and chiropractors (68). Marshall County ranks #56 of 1,422 scored counties for physical therapy clinics.
Marshall County is part of the Plymouth area. For its number of households, Marshall County has the most map listings, relative to the U.S., for pet grooming and boarding businesses (2.2 times the U.S. rate) and the fewest for real estate businesses (42% 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 |
|---|---|---|---|---|---|---|---|
| Physical therapy | 80 | #56 of 1,422 | 5 | 2.8 | $4.8M | 198 | 3 |
| Spas and skin care | 72 | #167 of 1,769 | 7 | 3.9 | $2.4M | 273 | Under 3 |
| Chiropractors | 68 | #258 of 1,490 | 7 | 3.9 | $3.4M | 142 | Under 3 |
| Car washes and detailing | 68 | #276 of 1,451 | 6 | 3.4 | $3.4M | 134 | 3 |
| Convenience stores | 68 | #479 of 2,261 | 10 | 5.6 | $10.4M | 132 | Under 3 |
| Gyms, studios and classes | 66 | #376 of 2,088 | 17 | 9.6 | $816K | 123 | 5 |
| Bakeries and dessert shops | 64 | #416 of 1,889 | 11 | 6.2 | $5.9M | 142 | 8 |
| Dentists and orthodontists | 62 | #511 of 1,886 | 17 | 9.6 | $1.4M | 143 | 11 |
| Grocery and convenience stores | 62 | #708 of 2,402 | 30 | 16.9 | $3.5M | 103 | 10 |
| Clothing, shoes and laundry | 61 | #674 of 2,210 | 26 | 14.6 | $1.3M | 143 | 7 |
| Primary care and pediatrics | 60 | #509 of 1,656 | 10 | 5.6 | $2.4M | 134 | 24 |
| Coffee shops and cafes | 60 | #600 of 2,063 | 14 | 7.9 | $4.6M | 125 | 8 |
| Martial arts and dance studios | 59 | #395 of 1,334 | 6 | 3.4 | $2.3M | 115 | Under 3 |
| Salons, barbers and spas | 59 | #692 of 2,385 | 56 | 31.5 | $299K | 140 | 13 |
| Barbershops | 57 | #522 of 1,356 | 7 | 3.9 | $2.4M | 127 | Under 3 |
| Clothing and shoe stores | 56 | #824 of 2,087 | 22 | 12.4 | $1.5M | 117 | 7 |
| Tire shops | 55 | #658 of 1,530 | 10 | 5.6 | $2M | 81 | 3 |
| Gyms | 54 | #757 of 1,792 | 11 | 6.2 | $1.3M | 97 | 5 |
| Hair salons | 53 | #1,018 of 2,339 | 38 | 21.4 | $440K | 102 | 8 |
| Sit-down restaurants | 53 | #1,037 of 2,405 | 85 | 47.9 | $764K | 115 | 31 |
| Real estate agents and brokers | 50 | #1,054 of 2,176 | 33 | 18.6 | Index only | 133 | 8 |
| Real estate | 50 | #1,083 of 2,229 | 40 | 22.5 | Index only | 138 | 12 |
| Collision repair and body shops | 49 | #670 of 1,327 | 6 | 3.4 | $3.4M | 109 | 10 |
| Grocery stores | 49 | #1,046 of 2,070 | 12 | 6.8 | $8.7M | 93 | 8 |
| Funeral homes | 48 | #755 of 1,472 | 6 | 3.4 | $479K | 71 | 5 |
| Restaurants and cafes | 48 | #1,273 of 2,405 | 169 | 95.2 | $384K | 104 | 76 |
| Doctors, dentists and clinics | 47 | #1,339 of 2,394 | 148 | 83.3 | $161K | 106 | 44 |
| Auto repair shops | 44 | #1,477 of 2,378 | 48 | 27.0 | $422K | 95 | 27 |
| Lawn, cleaning and pest control | 43 | #1,117 of 1,771 | 13 | 7.3 | $1.6M | 95 | 25 |
| HVAC and plumbing | 43 | #1,121 of 1,707 | 15 | 8.4 | $3.1M | 65 | 10 |
| Electricians | 41 | #801 of 1,160 | 6 | 3.4 | $7.7M | 64 | 9 |
| Gas stations | 41 | #1,556 of 2,358 | 33 | 18.6 | $1.6M | 66 | 24 |
| Auto repair and car care | 41 | #1,612 of 2,401 | 87 | 49.0 | $233K | 87 | 34 |
| Veterinarians | 40 | #986 of 1,485 | 8 | 4.5 | $1.7M | 64 | 5 |
| Pizza | 39 | #1,480 of 2,090 | 19 | 10.7 | $3.4M | 67 | 37 |
| Optometrists and eye care | 38 | #944 of 1,302 | 9 | 5.1 | $2.6M | 85 | 6 |
| Landscaping and lawn care | 36 | #1,116 of 1,493 | 10 | 5.6 | $2.1M | 71 | 17 |
| Home repair trades | 36 | #1,682 of 2,057 | 30 | 16.9 | $1.5M | 63 | 25 |
| Fast food and sandwich shops | 32 | #1,787 of 2,222 | 36 | 20.3 | $1.8M | 59 | 37 |
| Pet businesses | 30 | #1,871 of 2,200 | 27 | 15.2 | $518K | 59 | 13 |
| Insurance agencies | 27 | #1,901 of 2,272 | 33 | 18.6 | $960K | 76 | 22 |
| Roofing and gutters | 24 | #1,083 of 1,177 | 9 | 5.1 | $5.1M | 61 | 6 |
| Child care and preschools | 20 | #1,490 of 1,611 | 18 | 10.1 | $347K | 35 | 13 |
| Pet grooming and boarding | 18 | #1,383 of 1,461 | 14 | 7.9 | $999K | 39 | 8 |
| Nail salons | Not scored | Not scored | 4 | 2.3 | $4.2M | 250 | 3 |
| Property management | Not scored | Not scored | 4 | 2.3 | Index only | 108 | 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 1.7 | Index only | 205 | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 3 | 1.7 | $7.9M | 32 | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 1.1 | $16.4M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.1 | $10.1M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.1 | $10.4M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 1.1 | $7M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.6 | $20.8M | Too few | 8 |
| 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 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 5 |
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 | $20.3M | $1,140 | 119 |
| Gasoline and other fuels | $52.1M | $2,933 | 113 |
| Food away from home | $64.9M | $3,656 | 90 |
| Groceries | $104.3M | $5,871 | 93 |
| Personal care products and services | $16.7M | $941 | 94 |
| Child care and other personal services | $6.2M | $352 | 61 |
| Memberships, classes and admissions | $13.9M | $782 | 79 |
| Medical and dental services | $23.8M | $1,343 | 104 |
| Pets | $14M | $788 | 87 |
| Clothing, shoes and related services | $32.8M | $1,849 | 90 |
| Vehicle insurance | $31.7M | $1,785 | 91 |
| Home repairs, maintenance and insurance | $46.1M | $2,596 | 86 |
| Lawn care, cleaning and other household services | $20.8M | $1,169 | 83 |
| Rent and homeowner costs | $239.5M | $13,488 | 81 |
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
- 46,599+1.2% since 2020
- Households
- 17,758
- Median age
- 40.4
- Homes lived in by their owners
- 76%
- Vehicles per household
- 2.0
- Land area
- 444 sq. mi.
- People per square mile
- 104
- Median household income
- $71,808+36.4% vs. 2015–2019, before inflation
- Average household income
- $89,695
- Median home value
- $204,900
- Jobs located here
- 18,393
- Daytime population
- 43,512Residents 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
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Questions
How fast is Marshall County, IN growing?
Population estimates put Marshall County at 46,599 people in 2025, up 1.2% since 2020, slower than the U.S. (+3.1%). It has 17,758 households. Against the 2015–2019 survey, median household income rose 36.4%, before inflation.
How much do households in Marshall County, IN spend?
Households in Marshall County spend about $239.5M a year on rent and homeowner costs, $104.3M on groceries and $64.9M on food away from home. Relative to the U.S., household spending in Marshall County runs highest on vehicle maintenance and repairs (an index of 119, where 100 is the U.S. average) and lowest on child care and other personal services (61).
Which business types have the highest market scores in Marshall County, IN?
Of the business types scored in Marshall County, physical therapy clinics (80), spas and skin care studios (72) and chiropractors (68) have the highest Groundwork market scores. For physical therapy clinics, that ranks #56 of 1,422 scored counties.
How does Marshall County, IN compare with the U.S.?
Median household income in Marshall County is $71,808, 11% below the U.S. median of $80,734. The population rose 1.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $204,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (2.2 times the U.S. rate) and lowest for real estate businesses (42% 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 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.