Metro area profile · Iowa
Des Moines-West Des Moines, IA metro area market data
How the Des Moines-West Des Moines metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 758,539
- +6.7% since 2020
- Households
- 294,814
- Median household income
- $85,890
- +22.5% vs. 2015–2019, before inflation
- Median home value
- $267,400
- Jobs located here
- 392,636
- Highest market score
- 92
- Urgent care and walk-in clinics, #1 of 197 scored metro areas
A site report maps the competitors on map listings around any address in the Des Moines-West Des Moines metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Des Moines-West Des Moines metro 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 Des Moines-West Des Moines metro area has an estimated 758,539 people and 294,814 households. Population estimates show the Des Moines-West Des Moines metro area grew 6.7% from 2020 to 2025, faster than the U.S. (+3.1%). Median household income in the Des Moines-West Des Moines metro area is $85,890, 6% above 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 Des Moines-West Des Moines metro area runs highest on medical and dental services (an index of 119, where 100 is the U.S. average) and lowest on child care and other personal services (82).
Of the business types scored in the Des Moines-West Des Moines metro area, urgent care and walk-in clinics (92), oil change and quick-lube shops (84) and dentists and orthodontists (81) have the highest Groundwork market scores. For urgent care and walk-in clinics, that ranks #1 of 197 scored metro areas.
The Des Moines-West Des Moines metro area takes in 6 counties: Polk County, Dallas County, Warren County, Jasper County and 2 more. Against the U.S., map listings per household run highest for chiropractors (twice the U.S. rate) and lowest for gas stations (48% below the U.S. rate).
All 56 business types in the Des Moines-West Des Moines metro area
Highest Groundwork market score first. Each score compares the Des Moines-West Des Moines metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Urgent care and walk-in clinics | 92 | #1 of 197 | 8 | 0.3 | $56.3M | 229 | 12 |
| Oil change and quick lube | 84 | #3 of 290 | 17 | 0.6 | $19.5M | 142 | 16 |
| Dentists and orthodontists | 81 | #7 of 387 | 325 | 11.0 | $1.4M | 141 | 241 |
| Convenience stores | 80 | #17 of 387 | 219 | 7.4 | $8.6M | 109 | 16 |
| Fast food and sandwich shops | 80 | #27 of 387 | 362 | 12.3 | $3.5M | 113 | 524 |
| Auto repair shops | 79 | #15 of 387 | 594 | 20.1 | $558K | 125 | 284 |
| Auto repair and car care | 76 | #23 of 387 | 1,040 | 35.3 | $319K | 119 | 419 |
| Grocery and convenience stores | 76 | #29 of 387 | 493 | 16.7 | $3.8M | 112 | 136 |
| Barbershops | 75 | #25 of 387 | 126 | 4.3 | $2.5M | 133 | 14 |
| HVAC and plumbing | 74 | #26 of 387 | 167 | 5.7 | $5.2M | 109 | 216 |
| Restaurants and cafes | 73 | #48 of 387 | 3,097 | 105.0 | $404K | 109 | 1,245 |
| Dry cleaners | 72 | #25 of 272 | 34 | 1.2 | $18.5M | 118 | 18 |
| Collision repair and body shops | 72 | #48 of 381 | 83 | 2.8 | $4M | 130 | 77 |
| Primary care and pediatrics | 72 | #52 of 387 | 256 | 8.7 | $1.8M | 99 | 294 |
| Sit-down restaurants | 71 | #45 of 387 | 1,610 | 54.6 | $777K | 117 | 531 |
| Laundromats | 71 | #61 of 364 | 47 | 1.6 | $13.4M | 107 | 14 |
| Bakeries and dessert shops | 70 | #41 of 387 | 249 | 8.4 | $5M | 121 | 194 |
| Gas stations | 70 | #63 of 387 | 169 | 5.7 | $4.9M | 204 | 303 |
| Tire shops | 70 | #63 of 386 | 110 | 3.7 | $3M | 120 | 48 |
| Grocery stores | 63 | #99 of 387 | 181 | 6.1 | $10.3M | 111 | 120 |
| Clothing, shoes and laundry | 63 | #111 of 387 | 665 | 22.6 | $948K | 108 | 271 |
| Spas and skin care | 62 | #82 of 387 | 308 | 10.4 | $1M | 117 | 81 |
| Property management | 62 | #83 of 374 | 73 | 2.5 | Index only | 109 | 121 |
| Doctors, dentists and clinics | 62 | #105 of 387 | 3,180 | 107.9 | $142K | 93 | 947 |
| Pizza | 62 | #107 of 387 | 312 | 10.6 | $4M | 79 | 524 |
| Pet stores | 61 | #115 of 382 | 57 | 1.9 | $4.8M | 106 | 28 |
| Salons, barbers and spas | 60 | #87 of 387 | 1,327 | 45.0 | $238K | 112 | 432 |
| Nail salons | 60 | #99 of 387 | 166 | 5.6 | $1.9M | 114 | 78 |
| Martial arts and dance studios | 60 | #100 of 387 | 147 | 5.0 | $2.1M | 104 | 92 |
| Clothing and shoe stores | 60 | #134 of 387 | 492 | 16.7 | $1.3M | 101 | 239 |
| Electricians | 59 | #124 of 383 | 81 | 2.7 | $10.7M | 89 | 180 |
| House cleaning | 58 | #109 of 375 | 55 | 1.9 | $7.1M | 111 | 194 |
| Hair salons | 56 | #131 of 387 | 702 | 23.8 | $451K | 105 | 249 |
| Home repair trades | 56 | #147 of 387 | 426 | 14.4 | $2M | 84 | 480 |
| Home inspectors | 55 | #94 of 243 | 19 | 0.6 | Index only | 88 | 19 |
| Pest control | 55 | #137 of 345 | 40 | 1.4 | $9.8M | 96 | 41 |
| Optometrists and eye care | 55 | #145 of 386 | 146 | 5.0 | $3.1M | 98 | 65 |
| Pet businesses | 55 | #158 of 387 | 328 | 11.1 | $836K | 95 | 203 |
| Veterinarians | 55 | #160 of 384 | 109 | 3.7 | $2.5M | 92 | 94 |
| Yoga, Pilates and fitness studios | 54 | #131 of 347 | 69 | 2.3 | $4.5M | 110 | 121 |
| Pet grooming and boarding | 54 | #166 of 386 | 117 | 4.0 | $2.3M | 92 | 81 |
| Coffee shops and cafes | 54 | #167 of 387 | 364 | 12.3 | $3.4M | 93 | 181 |
| Gyms, studios and classes | 53 | #155 of 387 | 510 | 17.3 | $602K | 91 | 213 |
| Lawn, cleaning and pest control | 50 | #185 of 387 | 274 | 9.3 | $1.4M | 85 | 533 |
| Car washes and detailing | 50 | #193 of 387 | 157 | 5.3 | $2.1M | 84 | 65 |
| Landscaping and lawn care | 48 | #200 of 385 | 179 | 6.1 | $2.2M | 75 | 298 |
| Physical therapy | 48 | #209 of 386 | 243 | 8.2 | $1.9M | 77 | 141 |
| Child care and preschools | 48 | #210 of 387 | 168 | 5.7 | $836K | 83 | 194 |
| Gyms | 47 | #229 of 387 | 294 | 10.0 | $1M | 80 | 121 |
| Real estate | 46 | #228 of 387 | 1,037 | 35.2 | Index only | 98 | 749 |
| Real estate agents and brokers | 45 | #236 of 387 | 808 | 27.4 | Index only | 100 | 474 |
| Funeral homes | 42 | #238 of 377 | 68 | 2.3 | $522K | 77 | 32 |
| Mortgage brokers and lenders | 41 | #257 of 373 | 137 | 4.6 | Index only | 82 | 66 |
| Roofing and gutters | 40 | #273 of 381 | 178 | 6.0 | $4.9M | 58 | 84 |
| Chiropractors | 38 | #295 of 386 | 324 | 11.0 | $1.4M | 58 | 194 |
| Insurance agencies | 26 | #336 of 387 | 573 | 19.4 | $866K | 69 | 425 |
Household spending in the Des Moines-West Des Moines metro 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 | $331.4M | $1,124 | 117 |
| Gasoline and other fuels | $821.7M | $2,787 | 107 |
| Food away from home | $1.3B | $4,243 | 104 |
| Groceries | $1.9B | $6,352 | 101 |
| Personal care products and services | $316.4M | $1,073 | 107 |
| Child care and other personal services | $140.4M | $476 | 82 |
| Memberships, classes and admissions | $307.1M | $1,042 | 106 |
| Medical and dental services | $450.2M | $1,527 | 119 |
| Pets | $274.3M | $930 | 102 |
| Clothing, shoes and related services | $630.7M | $2,139 | 104 |
| Vehicle insurance | $496.5M | $1,684 | 86 |
| Home repairs, maintenance and insurance | $868.5M | $2,946 | 98 |
| Lawn care, cleaning and other household services | $392.2M | $1,330 | 94 |
| Rent and homeowner costs | $4.4B | $14,953 | 90 |
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 Des Moines-West Des Moines metro area
- Population, 2025 estimate
- 758,539+6.7% since 2020
- Households
- 294,814
- Median age
- 37.7
- Homes lived in by their owners
- 69%
- Vehicles per household
- 1.9
- Land area
- 3,613 sq. mi.
- People per square mile
- 202
- Median household income
- $85,890+22.5% vs. 2015–2019, before inflation
- Average household income
- $112,632
- Median home value
- $267,400
- Jobs located here
- 392,636
- Daytime population
- 765,807Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Des Moines-West Des Moines metro area?
These figures cover the whole metro area. 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 Des Moines-West Des Moines metro 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 Des Moines-West Des Moines metro area 6
- Polk County, IA503,175 people
- Dallas County, IA107,968 people
- Warren County, IA54,409 people
- Jasper County, IA37,954 people
- Madison County, IA16,926 people
- Guthrie County, IA10,688 people
Other markets based in Iowa 12
- Davenport-Moline-Rock Island, IA-IL metro area381,503 people
- Cedar Rapids, IA metro area276,624 people
- Iowa City, IA metro area179,200 people
- Waterloo-Cedar Falls, IA metro area168,637 people
- Sioux City, IA-NE-SD metro area144,682 people
- Ames, IA metro area127,134 people
- Dubuque, IA metro area99,030 people
- Mason City, IA area49,982 people
- Clinton, IA area46,268 people
- Burlington, IA-IL area44,680 people
- Muscatine, IA area42,559 people
- Marshalltown, IA area40,114 people
Questions
How fast is the Des Moines-West Des Moines, IA metro area growing?
Population estimates put the Des Moines-West Des Moines metro area at 758,539 people in 2025, up 6.7% since 2020, faster than the U.S. (+3.1%). It has 294,814 households. Median household income rose 22.5% from the 2015–2019 survey, before inflation.
How much do households in the Des Moines-West Des Moines, IA metro area spend?
Households in the Des Moines-West Des Moines metro area spend about $4.4B a year on rent and homeowner costs, $1.9B on groceries and $1.3B on food away from home. Set against the U.S., households in the Des Moines-West Des Moines metro area spend the most on medical and dental services (an index of 119, where 100 is the U.S. average) and the least on child care and other personal services (82).
Which business types have the highest market scores in the Des Moines-West Des Moines, IA metro area?
The highest Groundwork market scores in the Des Moines-West Des Moines metro area are for urgent care and walk-in clinics (92), oil change and quick-lube shops (84) and dentists and orthodontists (81). The Des Moines-West Des Moines metro area ranks #1 of 197 scored metro areas for urgent care and walk-in clinics.
How does the Des Moines-West Des Moines, IA metro area compare with the U.S.?
The median household income in the Des Moines-West Des Moines metro area is $85,890 a year, 6% above the U.S. median of $80,734. The population rose 6.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $267,400, against $332,700 for the U.S. For its number of households, the Des Moines-West Des Moines metro area has the most map listings, relative to the U.S., for chiropractors (twice the U.S. rate) and the fewest for gas stations (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. All 56 business types have a score in the Des Moines-West Des Moines metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Des Moines-West Des Moines metro 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 Iowa · Every U.S. market · How we measure
Screening a site or an acquisition in the Des Moines-West Des Moines metro 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 Des Moines-West Des Moines metro 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.