Metro area profile · Iowa
Iowa City, IA metro area market data
How the Iowa City metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 182,711
- +4.1% since 2020
- Households
- 72,313
- Median household income
- $75,088
- +20.1% vs. 2015–2019, before inflation
- Median home value
- $293,600
- Jobs located here
- 96,346
- Highest market score
- 84
- Primary care and pediatrics, #13 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Iowa City metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Iowa City 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 Iowa City metro area has an estimated 182,711 people and 72,313 households. Between 2020 and 2025, the population of the Iowa City metro area grew 4.1%, faster than the U.S. (+3.1%). Median household income in the Iowa City metro area is $75,088, 7% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 20.1%, before inflation.
Relative to the U.S., household spending in the Iowa City metro area runs highest on medical and dental services (an index of 112, where 100 is the U.S. average) and lowest on child care and other personal services (77).
Of the business types scored in the Iowa City metro area, primary care and pediatric clinics (84), barbershops (79) and convenience stores (79) have the highest Groundwork market scores. For primary care and pediatric clinics, that ranks #13 of 387 scored metro areas.
The Iowa City metro area takes in 2 counties: Johnson County and Washington County. Against the U.S., map listings per household run highest for chiropractors (52% above the U.S. rate) and lowest for barbershops (45% below the U.S. rate).
All 56 business types in the Iowa City metro area
Highest Groundwork market score first. Each score compares the Iowa City 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 |
|---|---|---|---|---|---|---|---|
| Primary care and pediatrics | 84 | #13 of 387 | 33 | 4.6 | $3.2M | 178 | 71 |
| Barbershops | 79 | #9 of 387 | 21 | 2.9 | $3.5M | 185 | 3 |
| Convenience stores | 79 | #21 of 387 | 34 | 4.7 | $13M | 165 | Under 3 |
| Doctors, dentists and clinics | 77 | #27 of 387 | 523 | 72.3 | $200K | 131 | 216 |
| Auto repair and car care | 74 | #33 of 387 | 230 | 31.8 | $327K | 122 | 99 |
| Pest control | 73 | #29 of 345 | 6 | 0.8 | $15.2M | 149 | 5 |
| Dentists and orthodontists | 73 | #31 of 387 | 81 | 11.2 | $1.3M | 131 | 60 |
| Grocery and convenience stores | 73 | #43 of 387 | 110 | 15.2 | $4M | 118 | 33 |
| Mortgage brokers and lenders | 72 | #22 of 373 | 8 | 1.1 | Index only | 331 | Under 3 |
| Laundromats | 72 | #53 of 364 | 9 | 1.2 | $16.4M | 131 | Under 3 |
| Nail salons | 71 | #35 of 387 | 36 | 5.0 | $2M | 122 | 7 |
| Auto repair shops | 71 | #50 of 387 | 136 | 18.8 | $553K | 124 | 71 |
| Spas and skin care | 69 | #41 of 387 | 65 | 9.0 | $1.1M | 129 | 14 |
| Salons, barbers and spas | 64 | #56 of 387 | 297 | 41.1 | $246K | 116 | 74 |
| Fast food and sandwich shops | 64 | #111 of 387 | 106 | 14.7 | $2.7M | 89 | 126 |
| HVAC and plumbing | 62 | #99 of 387 | 43 | 5.9 | $4.7M | 98 | 51 |
| Pet grooming and boarding | 62 | #101 of 386 | 20 | 2.8 | $3.1M | 124 | 17 |
| Pet stores | 60 | #123 of 382 | 14 | 1.9 | $4.5M | 99 | 5 |
| Tire shops | 60 | #134 of 386 | 25 | 3.5 | $3M | 120 | 13 |
| Pet businesses | 56 | #153 of 387 | 75 | 10.4 | $840K | 96 | 41 |
| Gas stations | 56 | #156 of 387 | 65 | 9.0 | $2.9M | 121 | 63 |
| Car washes and detailing | 56 | #160 of 387 | 34 | 4.7 | $2.2M | 88 | 11 |
| Real estate | 55 | #133 of 387 | 203 | 28.1 | Index only | 118 | 112 |
| Physical therapy | 55 | #156 of 386 | 48 | 6.6 | $2.2M | 91 | 29 |
| Home inspectors | 54 | #106 of 243 | 5 | 0.7 | Index only | 79 | 3 |
| Hair salons | 53 | #149 of 387 | 172 | 23.8 | $426K | 99 | 48 |
| Pizza | 53 | #170 of 387 | 80 | 11.1 | $3.6M | 71 | 126 |
| Veterinarians | 53 | #174 of 384 | 26 | 3.6 | $2.4M | 89 | 19 |
| Clothing, shoes and laundry | 53 | #186 of 387 | 170 | 23.5 | $866K | 98 | 66 |
| Martial arts and dance studios | 52 | #165 of 387 | 34 | 4.7 | $2M | 101 | 26 |
| Real estate agents and brokers | 52 | #166 of 387 | 168 | 23.2 | Index only | 113 | 58 |
| Roofing and gutters | 52 | #177 of 381 | 23 | 3.2 | $8.7M | 103 | 20 |
| Home repair trades | 52 | #178 of 387 | 92 | 12.7 | $2.2M | 90 | 121 |
| Yoga, Pilates and fitness studios | 49 | #177 of 347 | 20 | 2.8 | $3.5M | 86 | 22 |
| Collision repair and body shops | 48 | #211 of 381 | 27 | 3.7 | $2.8M | 90 | 19 |
| Clothing and shoe stores | 48 | #216 of 387 | 128 | 17.7 | $1.2M | 91 | 63 |
| Gyms | 48 | #218 of 387 | 70 | 9.7 | $992K | 76 | 22 |
| Insurance agencies | 47 | #201 of 387 | 80 | 11.1 | $1.4M | 113 | 75 |
| Optometrists and eye care | 46 | #242 of 386 | 35 | 4.8 | $3M | 95 | 20 |
| Gyms, studios and classes | 45 | #249 of 387 | 124 | 17.1 | $560K | 85 | 48 |
| Bakeries and dessert shops | 44 | #253 of 387 | 79 | 10.9 | $3.7M | 88 | 56 |
| Sit-down restaurants | 43 | #247 of 387 | 433 | 59.9 | $667K | 101 | 181 |
| Restaurants and cafes | 42 | #247 of 387 | 843 | 116.6 | $343K | 92 | 364 |
| Lawn, cleaning and pest control | 41 | #255 of 387 | 73 | 10.1 | $1.3M | 74 | 114 |
| Grocery stores | 41 | #255 of 387 | 53 | 7.3 | $8.3M | 90 | 33 |
| Chiropractors | 41 | #259 of 386 | 59 | 8.2 | $1.8M | 74 | 33 |
| Property management | 40 | #267 of 374 | 22 | 3.0 | Index only | 85 | 39 |
| House cleaning | 40 | #270 of 375 | 19 | 2.6 | $4.8M | 75 | 39 |
| Coffee shops and cafes | 38 | #296 of 387 | 105 | 14.5 | $2.8M | 74 | 53 |
| Funeral homes | 37 | #267 of 377 | 14 | 1.9 | $595K | 88 | 11 |
| Landscaping and lawn care | 37 | #268 of 385 | 48 | 6.6 | $1.9M | 65 | 70 |
| Electricians | 37 | #299 of 383 | 26 | 3.6 | $7.7M | 64 | 50 |
| Child care and preschools | 30 | #329 of 387 | 46 | 6.4 | $700K | 70 | 75 |
| Urgent care and walk-in clinics | Not scored | Not scored | 4 | 0.6 | $26.1M | 106 | 3 |
| Dry cleaners | Not scored | Not scored | 3 | 0.4 | $49.1M | 313 | 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 0.4 | $25.1M | 183 | 4 |
Household spending in the Iowa City 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 | $75.2M | $1,040 | 109 |
| Gasoline and other fuels | $187.8M | $2,597 | 100 |
| Food away from home | $288.8M | $3,994 | 98 |
| Groceries | $441.1M | $6,099 | 97 |
| Personal care products and services | $73.2M | $1,012 | 101 |
| Child care and other personal services | $32.2M | $445 | 77 |
| Memberships, classes and admissions | $69.5M | $961 | 98 |
| Medical and dental services | $104.5M | $1,445 | 112 |
| Pets | $63M | $871 | 96 |
| Clothing, shoes and related services | $147.2M | $2,036 | 99 |
| Vehicle insurance | $113.3M | $1,567 | 80 |
| Home repairs, maintenance and insurance | $200.8M | $2,776 | 92 |
| Lawn care, cleaning and other household services | $91.3M | $1,262 | 89 |
| Rent and homeowner costs | $1B | $14,289 | 86 |
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 Iowa City metro area
- Population, 2025 estimate
- 182,711+4.1% since 2020
- Households
- 72,313
- Median age
- 35.3
- Homes lived in by their owners
- 61%
- Vehicles per household
- 1.8
- Land area
- 1,182 sq. mi.
- People per square mile
- 152
- Median household income
- $75,088+20.1% vs. 2015–2019, before inflation
- Average household income
- $107,246
- Median home value
- $293,600
- Jobs located here
- 96,346
- Daytime population
- 190,647Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Iowa City 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 Iowa City 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 Iowa City metro area 2
- Johnson County, IA156,639 people
- Washington County, IA22,561 people
Other markets based in Iowa 12
- Des Moines-West Des Moines, IA metro area731,120 people
- Davenport-Moline-Rock Island, IA-IL metro area381,503 people
- Cedar Rapids, IA metro area276,624 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 Iowa City, IA metro area growing?
Population estimates put the Iowa City metro area at 182,711 people in 2025, up 4.1% since 2020, faster than the U.S. (+3.1%). It has 72,313 households. Median household income rose 20.1% from the 2015–2019 survey, before inflation.
How much do households in the Iowa City, IA metro area spend?
Households in the Iowa City metro area spend about $1B a year on rent and homeowner costs, $441.1M on groceries and $288.8M on food away from home. Set against the U.S., households in the Iowa City metro area spend the most on medical and dental services (an index of 112, where 100 is the U.S. average) and the least on child care and other personal services (77).
Which business types have the highest market scores in the Iowa City, IA metro area?
The highest Groundwork market scores in the Iowa City metro area are for primary care and pediatric clinics (84), barbershops (79) and convenience stores (79). The Iowa City metro area ranks #13 of 387 scored metro areas for primary care and pediatric clinics.
How does the Iowa City, IA metro area compare with the U.S.?
The median household income in the Iowa City metro area is $75,088 a year, 7% below the U.S. median of $80,734. The population rose 4.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $293,600, against $332,700 for the U.S. For its number of households, the Iowa City metro area has the most map listings, relative to the U.S., for chiropractors (52% above the U.S. rate) and the fewest for barbershops (45% 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. 53 of the 56 business types have a score in the Iowa City 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 Iowa City 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 Iowa City 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 Iowa City 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.