Small-town market profile · Iowa
Pella, IA area market data
Population, household spending and competition for 56 business types in the Pella area, each scored against other small-town markets.
- Population, 2025
- 34,192
- +2.3% since 2020
- Households
- 13,316
- Median household income
- $78,680
- +28.9% vs. 2015–2019, before inflation
- Median home value
- $233,000
- Jobs located here
- 19,073
- Highest market score
- 87
- Spas and skin care, #5 of 504 scored small-town markets
A site report maps the competitors on map listings around any address in the Pella area by name and distance, and the households and spending within reach. Or open the report at the center of the Pella 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 34,192 people live in the Pella area, in 13,316 households. Population estimates show the Pella area grew 2.3% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in the Pella area is $78,680 a year, 3% below the U.S. median of $80,734. That rose 28.9% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Pella area spend the most on vehicle maintenance and repairs (an index of 132, where 100 is the U.S. average) and the least on child care and other personal services (71).
The highest Groundwork market scores in the Pella area are for spas and skin care studios (87), primary care and pediatric clinics (84) and convenience stores (81). The Pella area ranks #5 of 504 scored small-town markets for spas and skin care studios.
The Pella area is made up of one county, Marion County. For its number of households, the Pella area has the most map listings, relative to the U.S., for chiropractors (2.2 times the U.S. rate) and the fewest for real estate businesses (51% below the U.S. rate).
All 56 business types in the Pella area
Highest Groundwork market score first. Each score compares the Pella 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 |
|---|---|---|---|---|---|---|---|
| Spas and skin care | 87 | #5 of 504 | 6 | 4.5 | $2.2M | 254 | Under 3 |
| Primary care and pediatrics | 84 | #14 of 458 | 5 | 3.8 | $3.8M | 214 | 11 |
| Convenience stores | 81 | #20 of 529 | 10 | 7.5 | $8.1M | 103 | Under 3 |
| Grocery and convenience stores | 79 | #22 of 538 | 26 | 19.5 | $3.1M | 92 | 6 |
| Auto repair shops | 79 | #25 of 538 | 28 | 21.0 | $603K | 136 | 15 |
| Barbershops | 78 | #40 of 377 | 5 | 3.8 | $2.7M | 142 | Under 3 |
| Gas stations | 77 | #41 of 536 | 16 | 12.0 | $2.7M | 112 | 17 |
| Sit-down restaurants | 76 | #36 of 538 | 59 | 44.3 | $889K | 134 | 23 |
| Optometrists and eye care | 72 | #46 of 400 | 5 | 3.8 | $3.8M | 122 | 3 |
| Salons, barbers and spas | 71 | #44 of 538 | 37 | 27.8 | $361K | 170 | 12 |
| Grocery stores | 71 | #65 of 506 | 7 | 5.3 | $11.6M | 125 | 6 |
| Hair salons | 70 | #53 of 538 | 23 | 17.3 | $581K | 135 | 8 |
| Auto repair and car care | 69 | #92 of 538 | 63 | 47.3 | $268K | 100 | 22 |
| Electricians | 68 | #39 of 295 | 5 | 3.8 | $7.3M | 61 | 5 |
| Car washes and detailing | 68 | #87 of 441 | 8 | 6.0 | $2.1M | 84 | Under 3 |
| Martial arts and dance studios | 64 | #88 of 378 | 6 | 4.5 | $2M | 100 | 3 |
| Clothing, shoes and laundry | 64 | #145 of 536 | 25 | 18.8 | $1.1M | 120 | 9 |
| Fast food and sandwich shops | 63 | #153 of 537 | 18 | 13.5 | $2.9M | 96 | 27 |
| Restaurants and cafes | 62 | #154 of 538 | 137 | 102.9 | $383K | 103 | 62 |
| Doctors, dentists and clinics | 61 | #162 of 538 | 99 | 74.3 | $192K | 126 | 40 |
| Clothing and shoe stores | 60 | #185 of 536 | 20 | 15.0 | $1.3M | 104 | 9 |
| Insurance agencies | 59 | #197 of 537 | 20 | 15.0 | $1.3M | 103 | 9 |
| Tire shops | 58 | #157 of 431 | 7 | 5.3 | $2.4M | 96 | 5 |
| Physical therapy | 57 | #156 of 400 | 8 | 6.0 | $2.4M | 99 | 6 |
| Real estate | 57 | #166 of 536 | 25 | 18.8 | Index only | 174 | 18 |
| HVAC and plumbing | 56 | #174 of 476 | 11 | 8.3 | $3.3M | 70 | 10 |
| Home repair trades | 56 | #192 of 526 | 20 | 15.0 | $1.8M | 75 | 18 |
| Child care and preschools | 55 | #194 of 454 | 9 | 6.8 | $610K | 61 | 6 |
| Bakeries and dessert shops | 55 | #204 of 507 | 12 | 9.0 | $4.4M | 106 | 11 |
| Gyms | 55 | #208 of 506 | 12 | 9.0 | $1M | 77 | 4 |
| Yoga, Pilates and fitness studios | 54 | #46 of 112 | 5 | 3.8 | $2.4M | 59 | 4 |
| Funeral homes | 54 | #157 of 365 | 8 | 6.0 | $286K | 42 | 3 |
| Real estate agents and brokers | 53 | #223 of 533 | 22 | 16.5 | Index only | 157 | 11 |
| Pizza | 53 | #228 of 520 | 15 | 11.3 | $3.5M | 69 | 27 |
| Landscaping and lawn care | 50 | #184 of 399 | 7 | 5.3 | $2.4M | 81 | 13 |
| Dentists and orthodontists | 50 | #262 of 526 | 22 | 16.5 | $866K | 88 | 9 |
| Coffee shops and cafes | 47 | #298 of 529 | 17 | 12.8 | $3.1M | 83 | 11 |
| Gyms, studios and classes | 46 | #328 of 535 | 23 | 17.3 | $525K | 79 | 7 |
| Pet businesses | 45 | #336 of 527 | 20 | 15.0 | $570K | 65 | 11 |
| Veterinarians | 38 | #286 of 398 | 9 | 6.8 | $1.3M | 47 | 6 |
| House cleaning | 37 | #107 of 142 | 5 | 3.8 | $3.3M | 52 | 8 |
| Lawn, cleaning and pest control | 36 | #381 of 481 | 15 | 11.3 | $1.1M | 66 | 21 |
| Chiropractors | 35 | #336 of 426 | 16 | 12.0 | $1.2M | 50 | 11 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 3.0 | $2.8M | 112 | 5 |
| Roofing and gutters | Not scored | Not scored | 4 | 3.0 | $9.1M | 108 | 3 |
| Collision repair and body shops | Not scored | Not scored | 3 | 2.3 | $5.6M | 183 | 5 |
| Nail salons | Not scored | Not scored | 3 | 2.3 | $4.5M | 267 | 3 |
| Pest control | Not scored | Not scored | 3 | 2.3 | $5.5M | 54 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 2.3 | $3.8M | 84 | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 1.5 | $13.2M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.8 | $26.4M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.8 | Index only | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.8 | Index only | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 0.8 | Index only | Too few | 4 |
| Oil change and quick lube | 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 the Pella 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 | $16.9M | $1,268 | 132 |
| Gasoline and other fuels | $42.7M | $3,204 | 123 |
| Food away from home | $52.5M | $3,941 | 97 |
| Groceries | $81.2M | $6,096 | 96 |
| Personal care products and services | $13.4M | $1,003 | 100 |
| Child care and other personal services | $5.5M | $412 | 71 |
| Memberships, classes and admissions | $12.1M | $907 | 92 |
| Medical and dental services | $19M | $1,430 | 111 |
| Pets | $11.4M | $856 | 94 |
| Clothing, shoes and related services | $26.4M | $1,986 | 97 |
| Vehicle insurance | $25.9M | $1,942 | 99 |
| Home repairs, maintenance and insurance | $36.5M | $2,742 | 91 |
| Lawn care, cleaning and other household services | $16.5M | $1,242 | 88 |
| Rent and homeowner costs | $188.6M | $14,160 | 85 |
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 Pella area
- Population, 2025 estimate
- 34,192+2.3% since 2020
- Households
- 13,316
- Median age
- 40.1
- Homes lived in by their owners
- 78%
- Vehicles per household
- 2.2
- Land area
- 555 sq. mi.
- People per square mile
- 61
- Median household income
- $78,680+28.9% vs. 2015–2019, before inflation
- Average household income
- $100,547
- Median home value
- $233,000
- Jobs located here
- 19,073
- Daytime population
- 36,093Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Pella 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 Pella 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 Pella area 1
- Marion County, IA33,642 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 Pella, IA area growing?
Population estimates put the Pella area at 34,192 people in 2025, up 2.3% since 2020, slower than the U.S. (+3.1%). It has 13,316 households. Against the 2015–2019 survey, median household income rose 28.9%, before inflation.
How much do households in the Pella, IA area spend?
Households in the Pella area spend about $188.6M a year on rent and homeowner costs, $81.2M on groceries and $52.5M on food away from home. Relative to the U.S., household spending in the Pella area runs highest on vehicle maintenance and repairs (an index of 132, where 100 is the U.S. average) and lowest on child care and other personal services (71).
Which business types have the highest market scores in the Pella, IA area?
Of the business types scored in the Pella area, spas and skin care studios (87), primary care and pediatric clinics (84) and convenience stores (81) have the highest Groundwork market scores. For spas and skin care studios, that ranks #5 of 504 scored small-town markets.
How does the Pella, IA area compare with the U.S.?
Median household income in the Pella area is $78,680, 3% below the U.S. median of $80,734. The population rose 2.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $233,000, against $332,700 for the U.S. Against the U.S., map listings per household run highest for chiropractors (2.2 times 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 Pella 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 Pella 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 Pella 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 Pella 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.