Small-town market profile · Iowa
Le Mars, IA area market data
Population, household spending and competition for 56 business types in the Le Mars area, each scored against other small-town markets.
- Population, 2025
- 25,697
- 0.0% since 2020
- Households
- 10,313
- Median household income
- $83,251
- Median home value
- $228,900
- Jobs located here
- 12,334
- Highest market score
- 79
- Fast food and sandwich shops, #29 of 537 scored small-town markets
A site report maps the competitors on map listings around any address in the Le Mars area by name and distance, and the households and spending within reach. Or open the report at the center of the Le Mars 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
An estimated 25,697 people live in the Le Mars area, in 10,313 households. Population estimates show the Le Mars area held about level from 2020 to 2025, against +3.1% for the U.S. The median household income in the Le Mars area is $83,251 a year, 3% above the U.S. median of $80,734.
Set against the U.S., households in the Le Mars area spend the most on vehicle maintenance and repairs (an index of 131, where 100 is the U.S. average) and the least on child care and other personal services (72).
The highest Groundwork market scores in the Le Mars area are for fast food and sandwich shops (79), grocery and convenience stores (78) and dentists and orthodontists (78). The Le Mars area ranks #29 of 537 scored small-town markets for fast food and sandwich shops.
The Le Mars area is made up of one county, Plymouth County. For its number of households, the Le Mars area has the most map listings, relative to the U.S., for car washes and detailers (2.8 times the U.S. rate) and the fewest for real estate businesses (62% below the U.S. rate).
All 56 business types in the Le Mars area
Highest Groundwork market score first. Each score compares the Le Mars 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 |
|---|---|---|---|---|---|---|---|
| Fast food and sandwich shops | 79 | #29 of 537 | 9 | 8.7 | $4.6M | 150 | 16 |
| Grocery and convenience stores | 78 | #27 of 538 | 20 | 19.4 | $3.2M | 94 | 3 |
| Dentists and orthodontists | 78 | #31 of 526 | 6 | 5.8 | $2.5M | 253 | 6 |
| Doctors, dentists and clinics | 78 | #33 of 538 | 47 | 45.6 | $317K | 208 | 22 |
| Restaurants and cafes | 75 | #52 of 538 | 94 | 91.1 | $439K | 118 | 37 |
| Convenience stores | 73 | #61 of 529 | 8 | 7.8 | $8M | 101 | Under 3 |
| Sit-down restaurants | 69 | #82 of 538 | 52 | 50.4 | $793K | 120 | 16 |
| Gas stations | 68 | #86 of 536 | 8 | 7.8 | $4.1M | 172 | 16 |
| Real estate | 66 | #77 of 536 | 15 | 14.5 | Index only | 227 | 8 |
| Hair salons | 65 | #96 of 538 | 24 | 23.3 | $437K | 102 | 3 |
| Clothing and shoe stores | 65 | #138 of 536 | 11 | 10.7 | $1.9M | 148 | 6 |
| Clothing, shoes and laundry | 63 | #151 of 536 | 18 | 17.5 | $1.1M | 130 | 6 |
| Salons, barbers and spas | 62 | #124 of 538 | 44 | 42.7 | $239K | 112 | 5 |
| Gyms | 62 | #124 of 506 | 7 | 6.8 | $1.3M | 103 | 3 |
| Bakeries and dessert shops | 60 | #147 of 507 | 9 | 8.7 | $4.6M | 111 | 5 |
| Grocery stores | 60 | #160 of 506 | 9 | 8.7 | $7.1M | 76 | 3 |
| Pet businesses | 58 | #160 of 527 | 11 | 10.7 | $818K | 93 | 7 |
| Pizza | 57 | #182 of 520 | 12 | 11.6 | $3.4M | 68 | 16 |
| Real estate agents and brokers | 55 | #187 of 533 | 14 | 13.6 | Index only | 193 | 8 |
| Auto repair shops | 55 | #217 of 538 | 27 | 26.2 | $481K | 108 | 20 |
| Spas and skin care | 52 | #229 of 504 | 11 | 10.7 | $955K | 109 | Under 3 |
| Coffee shops and cafes | 49 | #279 of 529 | 14 | 13.6 | $2.9M | 80 | 5 |
| Auto repair and car care | 49 | #281 of 538 | 53 | 51.4 | $245K | 91 | 24 |
| Home repair trades | 49 | #282 of 526 | 12 | 11.6 | $2.4M | 98 | 26 |
| Gyms, studios and classes | 48 | #308 of 535 | 15 | 14.5 | $627K | 95 | 6 |
| Collision repair and body shops | 45 | #233 of 387 | 5 | 4.8 | $2.6M | 84 | 7 |
| Optometrists and eye care | 40 | #283 of 400 | 6 | 5.8 | $2.5M | 79 | 5 |
| Martial arts and dance studios | 38 | #273 of 378 | 7 | 6.8 | $1.3M | 67 | 3 |
| Child care and preschools | 37 | #339 of 454 | 8 | 7.8 | $536K | 54 | 7 |
| Chiropractors | 35 | #333 of 426 | 9 | 8.7 | $1.7M | 69 | 11 |
| Funeral homes | 34 | #288 of 365 | 5 | 4.8 | $325K | 48 | 6 |
| Car washes and detailing | 33 | #356 of 441 | 11 | 10.7 | $1.2M | 47 | 3 |
| Insurance agencies | 26 | #459 of 537 | 21 | 20.4 | $943K | 75 | 17 |
| Electricians | Not scored | Not scored | 4 | 3.9 | $7.1M | 59 | 10 |
| HVAC and plumbing | Not scored | Not scored | 4 | 3.9 | $7.1M | 150 | 13 |
| Lawn, cleaning and pest control | Not scored | Not scored | 4 | 3.9 | $3.2M | 193 | 16 |
| Nail salons | Not scored | Not scored | 4 | 3.9 | $2.6M | 157 | Under 3 |
| Physical therapy | Not scored | Not scored | 4 | 3.9 | $3.7M | 155 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 4 | 3.9 | $7.1M | 84 | 3 |
| Veterinarians | Not scored | Not scored | 4 | 3.9 | $2.2M | 83 | 4 |
| Barbershops | Not scored | Not scored | 3 | 2.9 | $3.5M | 186 | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 3 | 2.9 | $4.3M | 147 | 13 |
| Laundromats | Not scored | Not scored | 3 | 2.9 | $6.9M | 55 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 3 | 2.9 | $5M | 279 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 2.9 | $4.3M | 173 | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 1.0 | $20.6M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 1.0 | $12.9M | Too few | 3 |
| Pet grooming and boarding | Not scored | Not scored | 1 | 1.0 | $9M | Too few | 3 |
| Pet stores | Not scored | Not scored | 1 | 1.0 | $9M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 1.0 | Index only | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 1.0 | $9.4M | Too few | 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Le Mars 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 | $13M | $1,258 | 131 |
| Gasoline and other fuels | $32.7M | $3,174 | 122 |
| Food away from home | $41.2M | $4,000 | 98 |
| Groceries | $63.7M | $6,175 | 98 |
| Personal care products and services | $10.5M | $1,018 | 101 |
| Child care and other personal services | $4.3M | $416 | 72 |
| Memberships, classes and admissions | $9.4M | $912 | 93 |
| Medical and dental services | $14.9M | $1,447 | 112 |
| Pets | $9M | $872 | 96 |
| Clothing, shoes and related services | $20.6M | $2,002 | 97 |
| Vehicle insurance | $19.8M | $1,921 | 98 |
| Home repairs, maintenance and insurance | $28.5M | $2,764 | 92 |
| Lawn care, cleaning and other household services | $12.9M | $1,254 | 89 |
| Rent and homeowner costs | $147.5M | $14,301 | 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 Le Mars area
- Population, 2025 estimate
- 25,6970.0% since 2020
- Households
- 10,313
- Median age
- 41.9
- Homes lived in by their owners
- 74%
- Vehicles per household
- 2.2
- Land area
- 863 sq. mi.
- People per square mile
- 30
- Median household income
- $83,251
- Average household income
- $101,116
- Median home value
- $228,900
- Jobs located here
- 12,334
- Daytime population
- 23,763Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Le Mars 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 Le Mars 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 Le Mars area 1
- Plymouth County, IA25,747 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
- 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
Questions
How fast is the Le Mars, IA area growing?
Population estimates put the Le Mars area at 25,697 people in 2025, unchanged since 2020, against +3.1% for the U.S. It has 10,313 households.
How much do households in the Le Mars, IA area spend?
Households in the Le Mars area spend about $147.5M a year on rent and homeowner costs, $63.7M on groceries and $41.2M on food away from home. Relative to the U.S., household spending in the Le Mars area runs highest on vehicle maintenance and repairs (an index of 131, where 100 is the U.S. average) and lowest on child care and other personal services (72).
Which business types have the highest market scores in the Le Mars, IA area?
Of the business types scored in the Le Mars area, fast food and sandwich shops (79), grocery and convenience stores (78) and dentists and orthodontists (78) have the highest Groundwork market scores. For fast food and sandwich shops, that ranks #29 of 537 scored small-town markets.
How does the Le Mars, IA area compare with the U.S.?
Median household income in the Le Mars area is $83,251, 3% above the U.S. median of $80,734. The population held level from 2020 to 2025, against +3.1% for the U.S. The median home value is $228,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for car washes and detailers (2.8 times the U.S. rate) and lowest for real estate businesses (62% 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. 33 of the 56 business types have a score in the Le Mars 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 Le Mars 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.
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Screening a site or an acquisition in the Le Mars 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 Le Mars 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.