Small-town market profile · Iowa
Oskaloosa, IA area market data
How the Oskaloosa area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 21,880
- −1.2% since 2020
- Households
- 8,743
- Median household income
- $70,940
- +29.4% vs. 2015–2019, before inflation
- Median home value
- $157,800
- Jobs located here
- 8,845
- Highest market score
- 75
- Doctors, dentists and clinics, #48 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Oskaloosa area by name and distance, and the households and spending within reach. Or open the report at the center of the Oskaloosa 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 Oskaloosa area has an estimated 21,880 people and 8,743 households. Population estimates show the Oskaloosa area declined 1.2% from 2020 to 2025, against +3.1% for the U.S. Median household income in the Oskaloosa area is $70,940, 12% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.4%, before inflation.
Relative to the U.S., household spending in the Oskaloosa area runs highest on vehicle maintenance and repairs (an index of 126, where 100 is the U.S. average) and lowest on child care and other personal services (60).
Of the business types scored in the Oskaloosa area, medical and dental practices (75), sit-down restaurants (74) and restaurants and cafes (72) have the highest Groundwork market scores. For medical and dental practices, that ranks #48 of 538 scored small-town markets.
The Oskaloosa area is made up of one county, Mahaska County. Against the U.S., map listings per household run highest for pizza places (twice the U.S. rate) and lowest for real estate agents and brokers (59% below the U.S. rate).
All 56 business types in the Oskaloosa area
Highest Groundwork market score first. Each score compares the Oskaloosa 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 |
|---|---|---|---|---|---|---|---|
| Doctors, dentists and clinics | 75 | #48 of 538 | 41 | 46.9 | $283K | 185 | 13 |
| Sit-down restaurants | 74 | #47 of 538 | 32 | 36.6 | $987K | 149 | 11 |
| Restaurants and cafes | 72 | #65 of 538 | 67 | 76.6 | $471K | 127 | 30 |
| Dentists and orthodontists | 71 | #65 of 526 | 5 | 5.7 | $2.3M | 236 | 5 |
| Gas stations | 69 | #79 of 536 | 8 | 9.2 | $3.4M | 142 | 11 |
| Home repair trades | 65 | #91 of 526 | 5 | 5.7 | $4.4M | 182 | 11 |
| Fast food and sandwich shops | 65 | #132 of 537 | 10 | 11.4 | $3.2M | 104 | 13 |
| Bakeries and dessert shops | 63 | #108 of 507 | 5 | 5.7 | $6.3M | 152 | 4 |
| Spas and skin care | 63 | #115 of 504 | 5 | 5.7 | $1.6M | 186 | Under 3 |
| Real estate | 60 | #133 of 536 | 14 | 16.0 | Index only | 192 | 4 |
| Clothing, shoes and laundry | 60 | #181 of 536 | 15 | 17.2 | $1.1M | 121 | 3 |
| Coffee shops and cafes | 57 | #191 of 529 | 7 | 8.0 | $4.5M | 122 | 4 |
| Grocery and convenience stores | 57 | #219 of 538 | 20 | 22.9 | $2.5M | 75 | 4 |
| Clothing and shoe stores | 55 | #231 of 536 | 13 | 14.9 | $1.2M | 97 | 3 |
| Real estate agents and brokers | 54 | #199 of 533 | 11 | 12.6 | Index only | 194 | 4 |
| Gyms | 50 | #251 of 506 | 6 | 6.9 | $1.1M | 86 | Under 3 |
| Convenience stores | 50 | #283 of 529 | 9 | 10.3 | $5.7M | 72 | Under 3 |
| Grocery stores | 48 | #283 of 506 | 6 | 6.9 | $8.5M | 91 | 4 |
| Auto repair shops | 47 | #310 of 538 | 25 | 28.6 | $422K | 95 | 14 |
| Tire shops | 46 | #245 of 431 | 5 | 5.7 | $2.1M | 84 | 3 |
| Auto repair and car care | 45 | #318 of 538 | 42 | 48.0 | $251K | 94 | 22 |
| Car washes and detailing | 43 | #278 of 441 | 5 | 5.7 | $2.1M | 84 | 3 |
| Pizza | 41 | #352 of 520 | 14 | 16.0 | $2.3M | 44 | 13 |
| Gyms, studios and classes | 41 | #371 of 535 | 12 | 13.7 | $559K | 85 | Under 3 |
| Lawn, cleaning and pest control | 40 | #317 of 481 | 5 | 5.7 | $2M | 120 | 15 |
| Child care and preschools | 34 | #362 of 454 | 6 | 6.9 | $504K | 50 | 4 |
| Salons, barbers and spas | 33 | #460 of 538 | 42 | 48.0 | $193K | 91 | 8 |
| Pet businesses | 30 | #456 of 527 | 12 | 13.7 | $568K | 65 | 9 |
| Chiropractors | 27 | #393 of 426 | 9 | 10.3 | $1.3M | 54 | 5 |
| Martial arts and dance studios | 26 | #343 of 378 | 6 | 6.9 | $1.1M | 55 | Under 3 |
| Hair salons | 23 | #510 of 538 | 29 | 33.2 | $280K | 65 | 7 |
| Insurance agencies | 18 | #503 of 537 | 21 | 24.0 | $785K | 62 | 17 |
| Funeral homes | Not scored | Not scored | 4 | 4.6 | $325K | 48 | 3 |
| Nail salons | Not scored | Not scored | 4 | 4.6 | $2M | 122 | Under 3 |
| Pet stores | Not scored | Not scored | 4 | 4.6 | $1.7M | 38 | Under 3 |
| Physical therapy | Not scored | Not scored | 4 | 4.6 | $2.9M | 121 | Under 3 |
| Barbershops | Not scored | Not scored | 3 | 3.4 | $2.7M | 144 | Under 3 |
| House cleaning | Not scored | Not scored | 3 | 3.4 | $3.4M | 53 | 3 |
| HVAC and plumbing | Not scored | Not scored | 3 | 3.4 | $7.4M | 155 | 5 |
| Pet grooming and boarding | Not scored | Not scored | 3 | 3.4 | $2.3M | 89 | 4 |
| Veterinarians | Not scored | Not scored | 3 | 3.4 | $2.3M | 83 | 5 |
| Collision repair and body shops | Not scored | Not scored | 2 | 2.3 | $5.3M | Too few | 4 |
| Electricians | Not scored | Not scored | 2 | 2.3 | $11M | Too few | 6 |
| Optometrists and eye care | Not scored | Not scored | 2 | 2.3 | $5.8M | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 2.3 | $5.8M | Too few | 3 |
| Property management | Not scored | Not scored | 2 | 2.3 | Index only | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 1.1 | Index only | Too few | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 1 | 1.1 | $10.1M | Too few | 12 |
| Laundromats | Not scored | Not scored | 1 | 1.1 | $16M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 1.1 | $10.1M | 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 |
| 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 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Oskaloosa 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 | $10.6M | $1,207 | 126 |
| Gasoline and other fuels | $27.1M | $3,095 | 119 |
| Food away from home | $31.6M | $3,612 | 89 |
| Groceries | $50.9M | $5,826 | 92 |
| Personal care products and services | $8.1M | $929 | 92 |
| Child care and other personal services | $3M | $346 | 60 |
| Memberships, classes and admissions | $6.7M | $768 | 78 |
| Medical and dental services | $11.6M | $1,326 | 103 |
| Pets | $6.8M | $779 | 86 |
| Clothing, shoes and related services | $16M | $1,831 | 89 |
| Vehicle insurance | $16.5M | $1,885 | 96 |
| Home repairs, maintenance and insurance | $22.1M | $2,527 | 84 |
| Lawn care, cleaning and other household services | $10.1M | $1,154 | 82 |
| Rent and homeowner costs | $116.5M | $13,320 | 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 Oskaloosa area
- Population, 2025 estimate
- 21,880−1.2% since 2020
- Households
- 8,743
- Median age
- 39.4
- Homes lived in by their owners
- 68%
- Vehicles per household
- 2.1
- Land area
- 571 sq. mi.
- People per square mile
- 39
- Median household income
- $70,940+29.4% vs. 2015–2019, before inflation
- Average household income
- $86,932
- Median home value
- $157,800
- Jobs located here
- 8,845
- Daytime population
- 19,874Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Oskaloosa 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 Oskaloosa 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 Oskaloosa area 1
- Mahaska County, IA22,021 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 Oskaloosa, IA area growing?
Population estimates put the Oskaloosa area at 21,880 people in 2025, down 1.2% since 2020, against +3.1% for the U.S. It has 8,743 households. Median household income rose 29.4% from the 2015–2019 survey, before inflation.
How much do households in the Oskaloosa, IA area spend?
Households in the Oskaloosa area spend about $116.5M a year on rent and homeowner costs, $50.9M on groceries and $31.6M on food away from home. Set against the U.S., households in the Oskaloosa area spend the most on vehicle maintenance and repairs (an index of 126, where 100 is the U.S. average) and the least on child care and other personal services (60).
Which business types have the highest market scores in the Oskaloosa, IA area?
The highest Groundwork market scores in the Oskaloosa area are for medical and dental practices (75), sit-down restaurants (74) and restaurants and cafes (72). The Oskaloosa area ranks #48 of 538 scored small-town markets for medical and dental practices.
How does the Oskaloosa, IA area compare with the U.S.?
The median household income in the Oskaloosa area is $70,940 a year, 12% below the U.S. median of $80,734. The population fell 1.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $157,800, against $332,700 for the U.S. For its number of households, the Oskaloosa area has the most map listings, relative to the U.S., for pizza places (twice the U.S. rate) and the fewest for real estate agents and brokers (59% 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. 32 of the 56 business types have a score in the Oskaloosa 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 Oskaloosa 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 Oskaloosa 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 Oskaloosa 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.