Small-town market profile · Iowa
Marshalltown, IA area market data
How the Marshalltown area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 39,890
- −0.5% since 2020
- Households
- 15,496
- Median household income
- $73,315
- +29.9% vs. 2015–2019, before inflation
- Median home value
- $145,500
- Jobs located here
- 15,779
- Highest market score
- 75
- Fast food and sandwich shops, #52 of 537 scored small-town markets
A site report maps the competitors on map listings around any address in the Marshalltown area by name and distance, and the households and spending within reach. Or open the report at the center of the Marshalltown 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 Marshalltown area has an estimated 39,890 people and 15,496 households. Population estimates show the Marshalltown area declined 0.5% from 2020 to 2025, against +3.1% for the U.S. Median household income in the Marshalltown area is $73,315, 9% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.9%, before inflation.
Relative to the U.S., household spending in the Marshalltown area runs highest on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and lowest on child care and other personal services (59).
Of the business types scored in the Marshalltown area, fast food and sandwich shops (75), clothing and shoe stores (75) and coffee shops and cafes (74) have the highest Groundwork market scores. For fast food and sandwich shops, that ranks #52 of 537 scored small-town markets.
The Marshalltown area is made up of one county, Marshall County. Against the U.S., map listings per household run highest for car washes and detailers (2.4 times the U.S. rate) and lowest for real estate businesses (60% below the U.S. rate).
All 56 business types in the Marshalltown area
Highest Groundwork market score first. Each score compares the Marshalltown 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 | 75 | #52 of 537 | 15 | 9.7 | $3.8M | 123 | 20 |
| Clothing and shoe stores | 75 | #57 of 536 | 11 | 7.1 | $2.6M | 204 | 3 |
| Coffee shops and cafes | 74 | #28 of 529 | 6 | 3.9 | $9.4M | 254 | Under 3 |
| Gas stations | 74 | #56 of 536 | 11 | 7.1 | $4.3M | 179 | 17 |
| Clothing, shoes and laundry | 73 | #79 of 536 | 21 | 13.6 | $1.4M | 154 | 3 |
| Salons, barbers and spas | 72 | #39 of 538 | 46 | 29.7 | $316K | 149 | 6 |
| Restaurants and cafes | 72 | #69 of 538 | 135 | 87.1 | $419K | 113 | 46 |
| Gyms, studios and classes | 71 | #41 of 535 | 11 | 7.1 | $1.1M | 164 | Under 3 |
| Gyms | 71 | #41 of 506 | 5 | 3.2 | $2.4M | 183 | Under 3 |
| Primary care and pediatrics | 71 | #68 of 458 | 5 | 3.2 | $4.2M | 234 | 17 |
| Hair salons | 70 | #56 of 538 | 28 | 18.1 | $520K | 121 | 4 |
| Optometrists and eye care | 70 | #57 of 400 | 5 | 3.2 | $4.2M | 133 | Under 3 |
| Auto repair shops | 70 | #76 of 538 | 34 | 21.9 | $536K | 121 | 16 |
| Nail salons | 66 | #88 of 387 | 5 | 3.2 | $2.9M | 174 | Under 3 |
| Spas and skin care | 66 | #90 of 504 | 9 | 5.8 | $1.6M | 185 | Under 3 |
| Auto repair and car care | 66 | #117 of 538 | 67 | 43.2 | $272K | 101 | 22 |
| Collision repair and body shops | 65 | #86 of 387 | 5 | 3.2 | $3.6M | 118 | 5 |
| Real estate | 63 | #102 of 536 | 24 | 15.5 | Index only | 200 | 7 |
| Sit-down restaurants | 61 | #158 of 538 | 75 | 48.4 | $754K | 114 | 24 |
| Pet businesses | 57 | #179 of 527 | 18 | 11.6 | $674K | 77 | 5 |
| Pizza | 55 | #214 of 520 | 17 | 11.0 | $3.3M | 65 | 20 |
| Child care and preschools | 54 | #199 of 454 | 6 | 3.9 | $891K | 89 | 6 |
| Real estate agents and brokers | 54 | #202 of 533 | 21 | 13.6 | Index only | 182 | 7 |
| Martial arts and dance studios | 53 | #163 of 378 | 6 | 3.9 | $2M | 99 | Under 3 |
| Grocery and convenience stores | 52 | #267 of 538 | 34 | 21.9 | $2.7M | 79 | 10 |
| Chiropractors | 49 | #223 of 426 | 10 | 6.5 | $2.1M | 87 | 5 |
| Bakeries and dessert shops | 48 | #277 of 507 | 14 | 9.0 | $4M | 97 | Under 3 |
| Tire shops | 47 | #242 of 431 | 11 | 7.1 | $1.7M | 66 | Under 3 |
| Doctors, dentists and clinics | 47 | #302 of 538 | 133 | 85.8 | $156K | 103 | 39 |
| Convenience stores | 47 | #314 of 529 | 18 | 11.6 | $5.1M | 64 | Under 3 |
| Landscaping and lawn care | 46 | #225 of 399 | 9 | 5.8 | $2M | 68 | 7 |
| Dentists and orthodontists | 46 | #295 of 526 | 17 | 11.0 | $1.2M | 124 | 13 |
| Lawn, cleaning and pest control | 39 | #339 of 481 | 14 | 9.0 | $1.3M | 77 | 15 |
| HVAC and plumbing | 39 | #354 of 476 | 17 | 11.0 | $2.3M | 49 | 9 |
| Grocery stores | 38 | #370 of 506 | 14 | 9.0 | $6.5M | 70 | 8 |
| Veterinarians | 36 | #300 of 398 | 8 | 5.2 | $1.5M | 56 | 5 |
| Insurance agencies | 32 | #426 of 537 | 24 | 15.5 | $1.2M | 95 | 20 |
| Home repair trades | 32 | #459 of 526 | 29 | 18.7 | $1.4M | 56 | 24 |
| Car washes and detailing | 30 | #382 of 441 | 14 | 9.0 | $1.3M | 52 | 5 |
| Roofing and gutters | 23 | #277 of 288 | 9 | 5.8 | $4.4M | 52 | 5 |
| Funeral homes | Not scored | Not scored | 4 | 2.6 | $612K | 90 | 5 |
| Physical therapy | Not scored | Not scored | 4 | 2.6 | $5.2M | 217 | 4 |
| Barbershops | Not scored | Not scored | 3 | 1.9 | $4.9M | 257 | Under 3 |
| Electricians | Not scored | Not scored | 3 | 1.9 | $13.2M | 110 | 10 |
| Laundromats | Not scored | Not scored | 3 | 1.9 | $9.5M | 76 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 1.9 | $6M | 59 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 3 | 1.9 | $4M | 159 | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 1.3 | $9M | Too few | 8 |
| Pet stores | Not scored | Not scored | 2 | 1.3 | $6.1M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 1.3 | $10.4M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.6 | $28.5M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $18.2M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Marshalltown 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 | $18.2M | $1,177 | 123 |
| Gasoline and other fuels | $46.9M | $3,028 | 117 |
| Food away from home | $56.5M | $3,647 | 90 |
| Groceries | $90.9M | $5,869 | 93 |
| Personal care products and services | $14.6M | $939 | 93 |
| Child care and other personal services | $5.3M | $345 | 59 |
| Memberships, classes and admissions | $11.9M | $770 | 78 |
| Medical and dental services | $20.8M | $1,343 | 104 |
| Pets | $12.1M | $783 | 86 |
| Clothing, shoes and related services | $28.5M | $1,836 | 89 |
| Vehicle insurance | $28.6M | $1,847 | 94 |
| Home repairs, maintenance and insurance | $39.7M | $2,565 | 85 |
| Lawn care, cleaning and other household services | $18M | $1,163 | 82 |
| Rent and homeowner costs | $208.1M | $13,427 | 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 the Marshalltown area
- Population, 2025 estimate
- 39,890−0.5% since 2020
- Households
- 15,496
- Median age
- 39.9
- Homes lived in by their owners
- 75%
- Vehicles per household
- 2.1
- Land area
- 573 sq. mi.
- People per square mile
- 70
- Median household income
- $73,315+29.9% vs. 2015–2019, before inflation
- Average household income
- $85,510
- Median home value
- $145,500
- Jobs located here
- 15,779
- Daytime population
- 36,753Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Marshalltown 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 Marshalltown 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 Marshalltown area 1
- Marshall County, IA40,114 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 Marshalltown, IA area growing?
Population estimates put the Marshalltown area at 39,890 people in 2025, down 0.5% since 2020, against +3.1% for the U.S. It has 15,496 households. Median household income rose 29.9% from the 2015–2019 survey, before inflation.
How much do households in the Marshalltown, IA area spend?
Households in the Marshalltown area spend about $208.1M a year on rent and homeowner costs, $90.9M on groceries and $56.5M on food away from home. Set against the U.S., households in the Marshalltown area spend the most on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and the least on child care and other personal services (59).
Which business types have the highest market scores in the Marshalltown, IA area?
The highest Groundwork market scores in the Marshalltown area are for fast food and sandwich shops (75), clothing and shoe stores (75) and coffee shops and cafes (74). The Marshalltown area ranks #52 of 537 scored small-town markets for fast food and sandwich shops.
How does the Marshalltown, IA area compare with the U.S.?
The median household income in the Marshalltown area is $73,315 a year, 9% below the U.S. median of $80,734. The population fell 0.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $145,500, against $332,700 for the U.S. For its number of households, the Marshalltown area has the most map listings, relative to the U.S., for car washes and detailers (2.4 times the U.S. rate) and the fewest for real estate businesses (60% 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. 40 of the 56 business types have a score in the Marshalltown 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 Marshalltown 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 Marshalltown 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 Marshalltown 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.