Small-town market profile · Iowa
Muscatine, IA area market data
Population, household spending and competition for 56 business types in the Muscatine area, each scored against other small-town markets.
- Population, 2025
- 41,853
- −3.0% since 2020
- Households
- 17,345
- Median household income
- $69,396
- +18.7% vs. 2015–2019, before inflation
- Median home value
- $182,100
- Jobs located here
- 21,008
- Highest market score
- 68
- Clothing, shoes and laundry, #111 of 536 scored small-town markets
A site report maps the competitors on map listings around any address in the Muscatine area by name and distance, and the households and spending within reach. Or open the report at the center of the Muscatine 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 41,853 people live in the Muscatine area, in 17,345 households. Population estimates put the population change in the Muscatine area from 2020 to 2025 at −3.0%, against +3.1% for the U.S. The median household income in the Muscatine area is $69,396 a year, 14% below the U.S. median of $80,734. That rose 18.7% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Muscatine area spend the most on vehicle maintenance and repairs (an index of 118, where 100 is the U.S. average) and the least on child care and other personal services (62).
The highest Groundwork market scores in the Muscatine area are for clothing, shoe and laundry businesses (68); bakeries and dessert shops (66); and clothing and shoe stores (66). The Muscatine area ranks #111 of 536 scored small-town markets for clothing, shoe and laundry businesses.
The Muscatine area is made up of one county, Muscatine County. For its number of households, the Muscatine area has the most map listings, relative to the U.S., for chiropractors (93% above the U.S. rate) and the fewest for real estate businesses (51% below the U.S. rate).
All 56 business types in the Muscatine area
Highest Groundwork market score first. Each score compares the Muscatine 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 |
|---|---|---|---|---|---|---|---|
| Clothing, shoes and laundry | 68 | #111 of 536 | 25 | 14.4 | $1.3M | 146 | 3 |
| Bakeries and dessert shops | 66 | #81 of 507 | 10 | 5.8 | $6.4M | 153 | 6 |
| Clothing and shoe stores | 66 | #132 of 536 | 19 | 11.0 | $1.7M | 133 | 3 |
| Nail salons | 63 | #104 of 387 | 5 | 2.9 | $3.3M | 195 | Under 3 |
| Grocery stores | 63 | #124 of 506 | 10 | 5.8 | $10.2M | 109 | 5 |
| Convenience stores | 62 | #156 of 529 | 13 | 7.5 | $7.8M | 99 | 4 |
| Grocery and convenience stores | 61 | #165 of 538 | 32 | 18.4 | $3.2M | 94 | 9 |
| Spas and skin care | 60 | #142 of 504 | 10 | 5.8 | $1.6M | 186 | Under 3 |
| Auto repair and car care | 60 | #182 of 538 | 72 | 41.5 | $273K | 102 | 24 |
| Salons, barbers and spas | 59 | #158 of 538 | 57 | 32.9 | $286K | 134 | 9 |
| Optometrists and eye care | 57 | #142 of 400 | 6 | 3.5 | $3.9M | 123 | 4 |
| Veterinarians | 57 | #143 of 398 | 5 | 2.9 | $2.7M | 100 | 5 |
| Coffee shops and cafes | 56 | #207 of 529 | 16 | 9.2 | $4M | 107 | 6 |
| Auto repair shops | 55 | #223 of 538 | 47 | 27.1 | $418K | 94 | 15 |
| Hair salons | 54 | #229 of 538 | 38 | 21.9 | $428K | 100 | 5 |
| Fast food and sandwich shops | 48 | #290 of 537 | 20 | 11.5 | $3.2M | 104 | 38 |
| HVAC and plumbing | 47 | #263 of 476 | 9 | 5.2 | $4.9M | 103 | 15 |
| Gas stations | 47 | #306 of 536 | 24 | 13.8 | $2.1M | 88 | 25 |
| Car washes and detailing | 45 | #256 of 441 | 8 | 4.6 | $2.5M | 97 | 5 |
| Restaurants and cafes | 43 | #343 of 538 | 182 | 104.9 | $349K | 94 | 77 |
| Pet businesses | 42 | #359 of 527 | 21 | 12.1 | $648K | 74 | 9 |
| Collision repair and body shops | 41 | #263 of 387 | 8 | 4.6 | $2.5M | 80 | Under 3 |
| Physical therapy | 41 | #269 of 400 | 9 | 5.2 | $2.6M | 107 | 10 |
| Gyms | 40 | #354 of 506 | 12 | 6.9 | $1.1M | 87 | 7 |
| Gyms, studios and classes | 40 | #379 of 535 | 23 | 13.3 | $592K | 89 | 7 |
| Martial arts and dance studios | 39 | #264 of 378 | 8 | 4.6 | $1.7M | 84 | Under 3 |
| Electricians | 38 | #222 of 295 | 8 | 4.6 | $5.5M | 46 | 7 |
| Sit-down restaurants | 38 | #397 of 538 | 106 | 61.1 | $599K | 90 | 32 |
| Real estate | 38 | #410 of 536 | 33 | 19.0 | Index only | 163 | 22 |
| Lawn, cleaning and pest control | 36 | #372 of 481 | 13 | 7.5 | $1.6M | 93 | 21 |
| Dentists and orthodontists | 35 | #403 of 526 | 20 | 11.5 | $1.2M | 118 | 19 |
| Doctors, dentists and clinics | 35 | #414 of 538 | 157 | 90.5 | $147K | 97 | 54 |
| Home repair trades | 35 | #432 of 526 | 27 | 15.6 | $1.6M | 67 | 22 |
| Funeral homes | 34 | #290 of 365 | 8 | 4.6 | $302K | 44 | 3 |
| Landscaping and lawn care | 33 | #323 of 399 | 9 | 5.2 | $2.2M | 77 | 16 |
| Child care and preschools | 33 | #363 of 454 | 12 | 6.9 | $518K | 52 | 8 |
| Real estate agents and brokers | 33 | #474 of 533 | 30 | 17.3 | Index only | 142 | 13 |
| Laundromats | 28 | #132 of 150 | 6 | 3.5 | $5.4M | 43 | Under 3 |
| Pet grooming and boarding | 28 | #340 of 387 | 11 | 6.3 | $1.2M | 49 | 4 |
| Chiropractors | 27 | #394 of 426 | 18 | 10.4 | $1.3M | 54 | 8 |
| Insurance agencies | 26 | #456 of 537 | 28 | 16.1 | $1.1M | 87 | 20 |
| Pizza | 24 | #491 of 520 | 26 | 15.0 | $2.4M | 48 | 38 |
| Roofing and gutters | 16 | #286 of 288 | 10 | 5.8 | $4.4M | 52 | Under 3 |
| Barbershops | Not scored | Not scored | 4 | 2.3 | $4.1M | 216 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 4 | 2.3 | $5.8M | 325 | 13 |
| Tire shops | Not scored | Not scored | 4 | 2.3 | $4.9M | 196 | 3 |
| Pest control | Not scored | Not scored | 3 | 1.7 | $6.7M | 66 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 1.7 | $4.5M | 112 | 7 |
| Pet stores | Not scored | Not scored | 2 | 1.2 | $6.8M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 1.2 | $11.6M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.6 | $20.2M | Too few | 5 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 0.6 | Index only | Too few | 8 |
| Dry cleaners | 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 |
Household spending in the Muscatine 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 | $19.6M | $1,132 | 118 |
| Gasoline and other fuels | $50.5M | $2,912 | 112 |
| Food away from home | $63.5M | $3,663 | 90 |
| Groceries | $101.5M | $5,854 | 93 |
| Personal care products and services | $16.3M | $938 | 93 |
| Child care and other personal services | $6.2M | $358 | 62 |
| Memberships, classes and admissions | $13.6M | $786 | 80 |
| Medical and dental services | $23.1M | $1,334 | 104 |
| Pets | $13.6M | $784 | 86 |
| Clothing, shoes and related services | $32.1M | $1,851 | 90 |
| Vehicle insurance | $30.7M | $1,770 | 90 |
| Home repairs, maintenance and insurance | $44.2M | $2,551 | 85 |
| Lawn care, cleaning and other household services | $20.2M | $1,164 | 82 |
| Rent and homeowner costs | $232.5M | $13,407 | 80 |
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 Muscatine area
- Population, 2025 estimate
- 41,853−3.0% since 2020
- Households
- 17,345
- Median age
- 39.9
- Homes lived in by their owners
- 74%
- Vehicles per household
- 2.0
- Land area
- 437 sq. mi.
- People per square mile
- 97
- Median household income
- $69,396+18.7% vs. 2015–2019, before inflation
- Average household income
- $86,373
- Median home value
- $182,100
- Jobs located here
- 21,008
- Daytime population
- 43,232Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Muscatine 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 Muscatine 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 Muscatine area 1
- Muscatine County, IA42,559 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
- Marshalltown, IA area40,114 people
Questions
How fast is the Muscatine, IA area growing?
Population estimates put the Muscatine area at 41,853 people in 2025, down 3.0% since 2020, against +3.1% for the U.S. It has 17,345 households. Against the 2015–2019 survey, median household income rose 18.7%, before inflation.
How much do households in the Muscatine, IA area spend?
Households in the Muscatine area spend about $232.5M a year on rent and homeowner costs, $101.5M on groceries and $63.5M on food away from home. Relative to the U.S., household spending in the Muscatine area runs highest on vehicle maintenance and repairs (an index of 118, where 100 is the U.S. average) and lowest on child care and other personal services (62).
Which business types have the highest market scores in the Muscatine, IA area?
Of the business types scored in the Muscatine area, clothing, shoe and laundry businesses (68); bakeries and dessert shops (66); and clothing and shoe stores (66) have the highest Groundwork market scores. For clothing, shoe and laundry businesses, that ranks #111 of 536 scored small-town markets.
How does the Muscatine, IA area compare with the U.S.?
Median household income in the Muscatine area is $69,396, 14% below the U.S. median of $80,734. The population fell 3.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $182,100, against $332,700 for the U.S. Against the U.S., map listings per household run highest for chiropractors (93% above the U.S. rate) and lowest for real estate businesses (51% 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. 43 of the 56 business types have a score in the Muscatine 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 Muscatine 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 Muscatine 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 Muscatine 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.