County profile · Iowa
Monona County, IA market data
Population, household spending and competition for 56 business types in Monona County, each scored against other counties.
- Population, 2025
- 8,539
- −2.4% since 2020
- Households
- 3,878
- Median household income
- $68,377
- Median home value
- $142,900
- Jobs located here
- 2,419
- Market scores
- Not scored
- Counties under 10,000 people aren’t given a market score, since a few businesses can swing their figures.
A site report maps the competitors on map listings around any address in Monona County by name and distance, and the households and spending within reach. Or open the report at the center of Monona 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
An estimated 8,539 people live in Monona County, in 3,878 households. Population estimates show Monona County declined 2.4% from 2020 to 2025, against +3.1% for the U.S. The median household income in Monona County is $68,377 a year, 15% below the U.S. median of $80,734.
Set against the U.S., households in Monona County spend the most on vehicle maintenance and repairs (an index of 128, where 100 is the U.S. average) and the least on child care and other personal services (58).
Counties under 10,000 people aren’t given a market score, since a few businesses can swing their figures.
For its number of households, Monona County has the most map listings, relative to the U.S., for gas stations (2.4 times the U.S. rate) and the fewest for medical and dental practices (48% below the U.S. rate).
All 56 business types in Monona County
Counties under 10,000 people aren’t given a market score, since a few businesses can swing their figures. 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 | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|
| Restaurants and cafes | 38 | 98.0 | $360K | 97 | 13 |
| Sit-down restaurants | 23 | 59.3 | $595K | 90 | 7 |
| Doctors, dentists and clinics | 17 | 43.8 | $299K | 196 | 7 |
| Auto repair and car care | 16 | 41.3 | $298K | 111 | 5 |
| Salons, barbers and spas | 13 | 33.5 | $271K | 128 | Under 3 |
| Hair salons | 12 | 30.9 | $294K | 68 | Under 3 |
| Auto repair shops | 10 | 25.8 | $477K | 107 | Under 3 |
| Gas stations | 10 | 25.8 | $1.2M | 51 | 9 |
| Insurance agencies | 10 | 25.8 | $749K | 60 | 6 |
| Grocery and convenience stores | 8 | 20.6 | $2.8M | 82 | 3 |
| Pet businesses | 8 | 20.6 | $367K | 42 | Under 3 |
| Pizza | 8 | 20.6 | $1.7M | 34 | 5 |
| Clothing, shoes and laundry | 7 | 18.1 | $998K | 113 | Under 3 |
| Clothing and shoe stores | 5 | 12.9 | $1.4M | 110 | Under 3 |
| Coffee shops and cafes | 5 | 12.9 | $2.7M | 74 | Under 3 |
| Gyms, studios and classes | 5 | 12.9 | $582K | 88 | Under 3 |
| Chiropractors | 4 | 10.3 | $1.3M | 53 | 4 |
| Collision repair and body shops | 4 | 10.3 | $1.2M | 39 | Under 3 |
| Convenience stores | 4 | 10.3 | $5.6M | 71 | Under 3 |
| Fast food and sandwich shops | 4 | 10.3 | $3.4M | 112 | 5 |
| Grocery stores | 4 | 10.3 | $5.6M | 60 | 3 |
| Pet stores | 4 | 10.3 | $735K | 16 | Under 3 |
| Dentists and orthodontists | 3 | 7.7 | $1.7M | 172 | Under 3 |
| Funeral homes | 3 | 7.7 | $240K | 35 | Under 3 |
| Gyms | 3 | 7.7 | $970K | 75 | Under 3 |
| Primary care and pediatrics | 3 | 7.7 | $1.7M | 95 | 3 |
| Real estate | 3 | 7.7 | Index only | 391 | Under 3 |
| Real estate agents and brokers | 3 | 7.7 | Index only | 311 | Under 3 |
| Veterinarians | 3 | 7.7 | $980K | 36 | Under 3 |
| Home repair trades | 2 | 5.2 | $4.8M | Too few | 6 |
| HVAC and plumbing | 2 | 5.2 | $4.8M | Too few | 6 |
| Martial arts and dance studios | 2 | 5.2 | $1.5M | Too few | Under 3 |
| Car washes and detailing | 1 | 2.6 | $4.8M | Too few | Under 3 |
| Child care and preschools | 1 | 2.6 | $1.3M | Too few | Under 3 |
| House cleaning | 1 | 2.6 | $4.4M | Too few | Under 3 |
| Laundromats | 1 | 2.6 | $7M | Too few | Under 3 |
| Lawn, cleaning and pest control | 1 | 2.6 | $4.4M | Too few | Under 3 |
| Nail salons | 1 | 2.6 | $3.5M | Too few | Under 3 |
| Optometrists and eye care | 1 | 2.6 | $5.1M | Too few | Under 3 |
| Physical therapy | 1 | 2.6 | $5.1M | Too few | Under 3 |
| Tire shops | 1 | 2.6 | $4.8M | Too few | Under 3 |
| Bakeries and dessert shops | 0 | 0.0 | None listed | None listed | Under 3 |
| Barbershops | 0 | 0.0 | None listed | None listed | Under 3 |
| Dry cleaners | 0 | 0.0 | None listed | None listed | Under 3 |
| Electricians | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | 0 | 0.0 | None listed | None listed | Under 3 |
| Landscaping and lawn care | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | 0 | 0.0 | None listed | None listed | Under 3 |
| Pet grooming and boarding | 0 | 0.0 | None listed | None listed | Under 3 |
| Property management | 0 | 0.0 | None listed | None listed | Under 3 |
| Roofing and gutters | 0 | 0.0 | None listed | None listed | Under 3 |
| Spas and skin care | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | 0 | 0.0 | None listed | None listed | Under 3 |
| Yoga, Pilates and fitness studios | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Monona 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 | $4.8M | $1,230 | 128 |
| Gasoline and other fuels | $12.2M | $3,158 | 122 |
| Food away from home | $13.7M | $3,530 | 87 |
| Groceries | $22.2M | $5,733 | 91 |
| Personal care products and services | $3.5M | $910 | 91 |
| Child care and other personal services | $1.3M | $335 | 58 |
| Memberships, classes and admissions | $2.9M | $750 | 76 |
| Medical and dental services | $5.1M | $1,310 | 102 |
| Pets | $2.9M | $758 | 83 |
| Clothing, shoes and related services | $7M | $1,802 | 88 |
| Vehicle insurance | $7.5M | $1,932 | 99 |
| Home repairs, maintenance and insurance | $9.6M | $2,485 | 82 |
| Lawn care, cleaning and other household services | $4.4M | $1,138 | 80 |
| Rent and homeowner costs | $50.9M | $13,113 | 79 |
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 Monona County
- Population, 2025 estimate
- 8,539−2.4% since 2020
- Households
- 3,878
- Median age
- 45.3
- Homes lived in by their owners
- 76%
- Vehicles per household
- 2.2
- Land area
- 694 sq. mi.
- People per square mile
- 12
- Median household income
- $68,377
- Average household income
- $81,023
- Median home value
- $142,900
- Jobs located here
- 2,419
- Daytime population
- 6,683Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Monona 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 Monona 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
- Harrison County, IA14,632 people
- Crawford County, IA16,277 people
- Ida County, IA6,911 people
- Woodbury County, IA106,247 people
- Shelby County, IA11,778 people
- Plymouth County, IA25,747 people
- Sac County, IA9,689 people
- Cherokee County, IA11,600 people
Questions
How fast is Monona County, IA growing?
Population estimates put Monona County at 8,539 people in 2025, down 2.4% since 2020, against +3.1% for the U.S. It has 3,878 households.
How much do households in Monona County, IA spend?
Households in Monona County spend about $50.9M a year on rent and homeowner costs, $22.2M on groceries and $13.7M on food away from home. Relative to the U.S., household spending in Monona County runs highest on vehicle maintenance and repairs (an index of 128, where 100 is the U.S. average) and lowest on child care and other personal services (58).
Which business types have the highest market scores in Monona County, IA?
The score leaves out counties under 10,000 people, where a handful of businesses would swing it.
How does Monona County, IA compare with the U.S.?
Median household income in Monona County is $68,377, 15% below the U.S. median of $80,734. The population fell 2.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $142,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for gas stations (2.4 times the U.S. rate) and lowest for medical and dental practices (48% 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. Markets with fewer than 5 map listings of the type, and counties under 10,000 people, aren’t scored, since a few businesses can swing their figures.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Monona 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.
All markets in Iowa · Every U.S. market · How we measure
Screening a site or an acquisition in Monona 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 Monona 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.