County profile · Iowa
Madison County, IA market data
How Madison County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 17,270
- +3.8% since 2020
- Households
- 6,696
- Median household income
- $90,855
- +37.0% vs. 2015–2019, before inflation
- Median home value
- $245,100
- Jobs located here
- 3,880
- Highest market score
- 89
- Fast food and sandwich shops, #22 of 2,222 scored counties
A site report maps the competitors on map listings around any address in Madison County by name and distance, and the households and spending within reach. Or open the report at the center of Madison 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
Madison County has an estimated 17,270 people and 6,696 households. Population estimates show Madison County grew 3.8% from 2020 to 2025, faster than the U.S. (+3.1%). Median household income in Madison County is $90,855, 13% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 37.0%, before inflation.
Relative to the U.S., household spending in Madison County runs highest on vehicle maintenance and repairs (an index of 135, where 100 is the U.S. average) and lowest on child care and other personal services (77).
Of the business types scored in Madison County, fast food and sandwich shops (89); salons, barbers and spas (85); and medical and dental practices (84) have the highest Groundwork market scores. For fast food and sandwich shops, that ranks #22 of 2,222 scored counties.
Madison County is part of the Des Moines-West Des Moines metro area. Against the U.S., map listings per household run highest for pet businesses (58% above the U.S. rate) and lowest for medical and dental practices (65% below the U.S. rate).
All 56 business types in Madison County
Highest Groundwork market score first. Each score compares Madison 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 |
|---|---|---|---|---|---|---|---|
| Fast food and sandwich shops | 89 | #22 of 2,222 | 5 | 7.5 | $5.6M | 183 | 6 |
| Salons, barbers and spas | 85 | #32 of 2,385 | 15 | 22.4 | $472K | 222 | 3 |
| Doctors, dentists and clinics | 84 | #47 of 2,394 | 20 | 29.9 | $501K | 329 | 11 |
| Sit-down restaurants | 82 | #90 of 2,405 | 19 | 28.4 | $1.5M | 221 | 10 |
| Restaurants and cafes | 81 | #127 of 2,405 | 57 | 85.1 | $490K | 132 | 19 |
| Hair salons | 79 | #90 of 2,339 | 9 | 13.4 | $787K | 183 | 3 |
| Gas stations | 76 | #232 of 2,358 | 6 | 9.0 | $3.6M | 152 | 8 |
| Bakeries and dessert shops | 74 | #190 of 1,889 | 5 | 7.5 | $5.6M | 135 | 3 |
| Grocery and convenience stores | 72 | #397 of 2,402 | 14 | 20.9 | $3M | 89 | 3 |
| Pizza | 71 | #293 of 2,090 | 7 | 10.5 | $4M | 78 | 6 |
| Convenience stores | 71 | #413 of 2,261 | 6 | 9.0 | $7M | 89 | Under 3 |
| Gyms, studios and classes | 70 | #251 of 2,088 | 8 | 11.9 | $829K | 125 | 3 |
| Gyms | 63 | #439 of 1,792 | 6 | 9.0 | $1.1M | 85 | Under 3 |
| Real estate | 63 | #446 of 2,229 | 10 | 14.9 | Index only | 228 | 10 |
| Clothing, shoes and laundry | 62 | #643 of 2,210 | 14 | 20.9 | $993K | 113 | Under 3 |
| Auto repair shops | 62 | #659 of 2,378 | 17 | 25.4 | $510K | 115 | 10 |
| Clothing and shoe stores | 60 | #690 of 2,087 | 11 | 16.4 | $1.3M | 99 | Under 3 |
| Real estate agents and brokers | 56 | #733 of 2,176 | 9 | 13.4 | Index only | 201 | 10 |
| Auto repair and car care | 55 | #989 of 2,401 | 32 | 47.8 | $271K | 101 | 15 |
| Coffee shops and cafes | 54 | #869 of 2,063 | 10 | 14.9 | $2.8M | 75 | 3 |
| Insurance agencies | 48 | #1,165 of 2,272 | 7 | 10.5 | $1.9M | 150 | 12 |
| HVAC and plumbing | 47 | #974 of 1,707 | 6 | 9.0 | $3.2M | 68 | 6 |
| Home repair trades | 41 | #1,439 of 2,057 | 10 | 14.9 | $1.9M | 80 | 20 |
| Pet businesses | 41 | #1,488 of 2,200 | 11 | 16.4 | $548K | 62 | 6 |
| Chiropractors | 39 | #1,057 of 1,490 | 7 | 10.5 | $1.4M | 60 | 5 |
| Lawn, cleaning and pest control | 39 | #1,295 of 1,771 | 7 | 10.5 | $1.2M | 74 | 13 |
| Collision repair and body shops | 37 | #971 of 1,327 | 5 | 7.5 | $1.7M | 56 | 6 |
| Child care and preschools | 35 | #1,221 of 1,611 | 5 | 7.5 | $601K | 60 | 7 |
| Veterinarians | 31 | #1,199 of 1,485 | 5 | 7.5 | $1.2M | 44 | 6 |
| Landscaping and lawn care | 31 | #1,260 of 1,493 | 6 | 9.0 | $1.5M | 50 | 10 |
| Car washes and detailing | Not scored | Not scored | 4 | 6.0 | $2.2M | 86 | Under 3 |
| Dentists and orthodontists | Not scored | Not scored | 4 | 6.0 | $2.5M | 255 | 6 |
| Funeral homes | Not scored | Not scored | 4 | 6.0 | $226K | 33 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 6.0 | $1.5M | 59 | Under 3 |
| Tire shops | Not scored | Not scored | 4 | 6.0 | $2.2M | 87 | Under 3 |
| Grocery stores | Not scored | Not scored | 3 | 4.5 | $14.1M | 152 | 3 |
| Roofing and gutters | Not scored | Not scored | 3 | 4.5 | $6.5M | 76 | Under 3 |
| Barbershops | Not scored | Not scored | 2 | 3.0 | $3.5M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 2 | 3.0 | $3.3M | Too few | 3 |
| Nail salons | Not scored | Not scored | 2 | 3.0 | $3.5M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 2 | 3.0 | $5M | Too few | Under 3 |
| Spas and skin care | Not scored | Not scored | 2 | 3.0 | $3.5M | Too few | Under 3 |
| Electricians | Not scored | Not scored | 1 | 1.5 | $19.4M | Too few | 14 |
| Home inspectors | Not scored | Not scored | 1 | 1.5 | Index only | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 1.5 | $8.7M | Too few | 3 |
| Laundromats | Not scored | Not scored | 1 | 1.5 | $13.9M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 1.5 | $6M | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 1 | 1.5 | $10M | Too few | Under 3 |
| Dry cleaners | 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 |
| Optometrists and eye care | 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 |
| Property management | 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 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Madison 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 | $8.7M | $1,294 | 135 |
| Gasoline and other fuels | $21.7M | $3,247 | 125 |
| Food away from home | $27.9M | $4,170 | 102 |
| Groceries | $42.3M | $6,316 | 100 |
| Personal care products and services | $7.1M | $1,058 | 105 |
| Child care and other personal services | $3M | $448 | 77 |
| Memberships, classes and admissions | $6.6M | $990 | 101 |
| Medical and dental services | $10M | $1,498 | 116 |
| Pets | $6M | $900 | 99 |
| Clothing, shoes and related services | $13.9M | $2,076 | 101 |
| Vehicle insurance | $13.2M | $1,969 | 101 |
| Home repairs, maintenance and insurance | $19.4M | $2,890 | 96 |
| Lawn care, cleaning and other household services | $8.7M | $1,301 | 92 |
| Rent and homeowner costs | $98.8M | $14,762 | 89 |
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 Madison County
- Population, 2025 estimate
- 17,270+3.8% since 2020
- Households
- 6,696
- Median age
- 41.0
- Homes lived in by their owners
- 80%
- Vehicles per household
- 2.2
- Land area
- 561 sq. mi.
- People per square mile
- 30
- Median household income
- $90,855+37.0% vs. 2015–2019, before inflation
- Average household income
- $106,293
- Median home value
- $245,100
- Jobs located here
- 3,880
- Daytime population
- 12,777Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Madison 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 Madison 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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- Adair County, IA7,460 people
- Polk County, IA503,175 people
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- Lucas County, IA8,716 people
Questions
How fast is Madison County, IA growing?
Population estimates put Madison County at 17,270 people in 2025, up 3.8% since 2020, faster than the U.S. (+3.1%). It has 6,696 households. Median household income rose 37.0% from the 2015–2019 survey, before inflation.
How much do households in Madison County, IA spend?
Households in Madison County spend about $98.8M a year on rent and homeowner costs, $42.3M on groceries and $27.9M on food away from home. Set against the U.S., households in Madison County spend the most on vehicle maintenance and repairs (an index of 135, 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 Madison County, IA?
The highest Groundwork market scores in Madison County are for fast food and sandwich shops (89); salons, barbers and spas (85); and medical and dental practices (84). Madison County ranks #22 of 2,222 scored counties for fast food and sandwich shops.
How does Madison County, IA compare with the U.S.?
The median household income in Madison County is $90,855 a year, 13% above the U.S. median of $80,734. The population rose 3.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $245,100, against $332,700 for the U.S. For its number of households, Madison County has the most map listings, relative to the U.S., for pet businesses (58% above the U.S. rate) and the fewest for medical and dental practices (65% 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. 30 of the 56 business types have a score in Madison 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 Madison 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 Madison 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 Madison 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.