County profile · Iowa
Mills County, IA market data
How Mills County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 14,793
- +2.6% since 2020
- Households
- 5,394
- Median household income
- $90,753
- +25.9% vs. 2015–2019, before inflation
- Median home value
- $237,800
- Jobs located here
- 3,516
- Highest market score
- 87
- Doctors, dentists and clinics, #19 of 2,394 scored counties
A site report maps the competitors on map listings around any address in Mills County by name and distance, and the households and spending within reach. Or open the report at the center of Mills 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
Mills County has an estimated 14,793 people and 5,394 households. Population estimates show Mills County grew 2.6% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in Mills County is $90,753, 12% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 25.9%, before inflation.
Relative to the U.S., household spending in Mills County runs highest on vehicle maintenance and repairs (an index of 139, where 100 is the U.S. average) and lowest on child care and other personal services (82).
Of the business types scored in Mills County, medical and dental practices (87); clothing, shoe and laundry businesses (83); and sit-down restaurants (80) have the highest Groundwork market scores. For medical and dental practices, that ranks #19 of 2,394 scored counties.
Mills County is part of the Omaha metro area. Against the U.S., map listings per household run highest for pet businesses (2.1 times the U.S. rate) and lowest for medical and dental practices (56% below the U.S. rate).
All 56 business types in Mills County
Highest Groundwork market score first. Each score compares Mills 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 |
|---|---|---|---|---|---|---|---|
| Doctors, dentists and clinics | 87 | #19 of 2,394 | 20 | 37.1 | $407K | 267 | 3 |
| Clothing, shoes and laundry | 83 | #94 of 2,210 | 5 | 9.3 | $2.3M | 260 | Under 3 |
| Sit-down restaurants | 80 | #122 of 2,405 | 16 | 29.7 | $1.4M | 216 | 8 |
| Restaurants and cafes | 78 | #181 of 2,405 | 47 | 87.1 | $489K | 132 | 16 |
| Salons, barbers and spas | 77 | #123 of 2,385 | 15 | 27.8 | $386K | 181 | 3 |
| Hair salons | 65 | #451 of 2,339 | 11 | 20.4 | $526K | 122 | 3 |
| Real estate | 63 | #454 of 2,229 | 9 | 16.7 | Index only | 206 | 6 |
| Grocery and convenience stores | 60 | #817 of 2,402 | 14 | 26.0 | $2.5M | 73 | 3 |
| Real estate agents and brokers | 58 | #641 of 2,176 | 7 | 13.0 | Index only | 211 | 6 |
| Gas stations | 57 | #878 of 2,358 | 9 | 16.7 | $2M | 83 | 8 |
| Auto repair and car care | 57 | #880 of 2,401 | 25 | 46.3 | $287K | 107 | 11 |
| Convenience stores | 51 | #1,106 of 2,261 | 8 | 14.8 | $4.3M | 55 | Under 3 |
| Auto repair shops | 49 | #1,238 of 2,378 | 17 | 31.5 | $422K | 95 | 10 |
| Gyms, studios and classes | 48 | #1,180 of 2,088 | 10 | 18.5 | $553K | 84 | 3 |
| Grocery stores | 47 | #1,122 of 2,070 | 5 | 9.3 | $6.9M | 74 | 3 |
| Coffee shops and cafes | 46 | #1,189 of 2,063 | 9 | 16.7 | $2.6M | 69 | Under 3 |
| Insurance agencies | 45 | #1,277 of 2,272 | 7 | 13.0 | $1.5M | 123 | 7 |
| Funeral homes | 43 | #915 of 1,472 | 5 | 9.3 | $186K | 27 | Under 3 |
| Pet businesses | 41 | #1,507 of 2,200 | 12 | 22.2 | $417K | 48 | 3 |
| Child care and preschools | 39 | #1,134 of 1,611 | 5 | 9.3 | $511K | 51 | Under 3 |
| Gyms | 36 | #1,360 of 1,792 | 7 | 13.0 | $791K | 61 | 3 |
| Collision repair and body shops | 34 | #1,030 of 1,327 | 5 | 9.3 | $1.4M | 47 | 3 |
| Home repair trades | 34 | #1,741 of 2,057 | 10 | 18.5 | $1.6M | 64 | 14 |
| HVAC and plumbing | 28 | #1,536 of 1,707 | 8 | 14.8 | $2M | 41 | 8 |
| Bakeries and dessert shops | Not scored | Not scored | 4 | 7.4 | $5.7M | 139 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 7.4 | $1.3M | 49 | 3 |
| Pizza | Not scored | Not scored | 4 | 7.4 | $5.7M | 113 | 6 |
| Chiropractors | Not scored | Not scored | 3 | 5.6 | $2.7M | 114 | Under 3 |
| Clothing and shoe stores | Not scored | Not scored | 3 | 5.6 | $3.8M | 301 | Under 3 |
| Fast food and sandwich shops | Not scored | Not scored | 3 | 5.6 | $7.7M | 251 | 6 |
| Physical therapy | Not scored | Not scored | 3 | 5.6 | $2.7M | 113 | Under 3 |
| Spas and skin care | Not scored | Not scored | 3 | 5.6 | $1.9M | 220 | Under 3 |
| Car washes and detailing | Not scored | Not scored | 2 | 3.7 | $3.6M | Too few | Under 3 |
| Dentists and orthodontists | Not scored | Not scored | 2 | 3.7 | $4.1M | Too few | Under 3 |
| Electricians | Not scored | Not scored | 2 | 3.7 | $7.8M | Too few | 6 |
| Lawn, cleaning and pest control | Not scored | Not scored | 2 | 3.7 | $3.6M | Too few | 10 |
| Martial arts and dance studios | Not scored | Not scored | 2 | 3.7 | $2.8M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 3.7 | $2.5M | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 3.7 | $4.1M | Too few | 3 |
| Tire shops | Not scored | Not scored | 2 | 3.7 | $3.6M | Too few | Under 3 |
| Veterinarians | Not scored | Not scored | 2 | 3.7 | $2.5M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 1.9 | $7.1M | Too few | 4 |
| Landscaping and lawn care | Not scored | Not scored | 1 | 1.9 | $7.1M | Too few | 6 |
| Laundromats | Not scored | Not scored | 1 | 1.9 | $11.5M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 1.9 | Index only | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 1 | 1.9 | $5.8M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 1 | 1.9 | $8.1M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 1.9 | Index only | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 1.9 | $5.5M | Too few | 3 |
| Barbershops | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | 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 |
| Roofing and gutters | 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 Mills 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 | $7.2M | $1,331 | 139 |
| Gasoline and other fuels | $17.9M | $3,318 | 128 |
| Food away from home | $23M | $4,259 | 105 |
| Groceries | $34.4M | $6,376 | 101 |
| Personal care products and services | $5.8M | $1,073 | 107 |
| Child care and other personal services | $2.6M | $474 | 82 |
| Memberships, classes and admissions | $5.5M | $1,026 | 104 |
| Medical and dental services | $8.1M | $1,511 | 117 |
| Pets | $5M | $928 | 102 |
| Clothing, shoes and related services | $11.5M | $2,125 | 103 |
| Vehicle insurance | $10.8M | $1,999 | 102 |
| Home repairs, maintenance and insurance | $15.6M | $2,893 | 96 |
| Lawn care, cleaning and other household services | $7.1M | $1,318 | 93 |
| Rent and homeowner costs | $80.4M | $14,897 | 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 Mills County
- Population, 2025 estimate
- 14,793+2.6% since 2020
- Households
- 5,394
- Median age
- 42.4
- Homes lived in by their owners
- 84%
- Vehicles per household
- 2.2
- Land area
- 437 sq. mi.
- People per square mile
- 33
- Median household income
- $90,753+25.9% vs. 2015–2019, before inflation
- Average household income
- $109,810
- Median home value
- $237,800
- Jobs located here
- 3,516
- Daytime population
- 10,867Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Mills 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 Mills County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Iowa 8
- Pottawattamie County, IA93,424 people
- Fremont County, IA6,514 people
- Montgomery County, IA10,214 people
- Page County, IA15,131 people
- Harrison County, IA14,632 people
- Cass County, IA13,096 people
- Shelby County, IA11,778 people
- Adams County, IA3,622 people
Questions
How fast is Mills County, IA growing?
Population estimates put Mills County at 14,793 people in 2025, up 2.6% since 2020, slower than the U.S. (+3.1%). It has 5,394 households. Median household income rose 25.9% from the 2015–2019 survey, before inflation.
How much do households in Mills County, IA spend?
Households in Mills County spend about $80.4M a year on rent and homeowner costs, $34.4M on groceries and $23M on food away from home. Set against the U.S., households in Mills County spend the most on vehicle maintenance and repairs (an index of 139, 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 Mills County, IA?
The highest Groundwork market scores in Mills County are for medical and dental practices (87); clothing, shoe and laundry businesses (83); and sit-down restaurants (80). Mills County ranks #19 of 2,394 scored counties for medical and dental practices.
How does Mills County, IA compare with the U.S.?
The median household income in Mills County is $90,753 a year, 12% above the U.S. median of $80,734. The population rose 2.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $237,800, against $332,700 for the U.S. For its number of households, Mills County has the most map listings, relative to the U.S., for pet businesses (2.1 times the U.S. rate) and the fewest for medical and dental practices (56% 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. 24 of the 56 business types have a score in Mills 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 Mills 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 Mills 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 Mills 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.