County profile · Iowa
Wapello County, IA market data
Population, household spending and competition for 56 business types in Wapello County, each scored against other counties.
- Population, 2025
- 35,210
- −0.3% since 2020
- Households
- 13,997
- Median household income
- $64,766
- +40.1% vs. 2015–2019, before inflation
- Median home value
- $125,100
- Jobs located here
- 15,175
- Highest market score
- 62
- Spas and skin care, #438 of 1,769 scored counties
A site report maps the competitors on map listings around any address in Wapello County by name and distance, and the households and spending within reach. Or open the report at the center of Wapello 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 35,210 people live in Wapello County, in 13,997 households. Between 2020 and 2025, the population of Wapello County declined 0.3%, against +3.1% for the U.S. The median household income in Wapello County is $64,766 a year, 20% below the U.S. median of $80,734. That rose 40.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Wapello County spend the most on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and the least on child care and other personal services (57).
The highest Groundwork market scores in Wapello County are for spas and skin care studios (62), grocery and convenience stores (60) and real estate agents and brokers (59). Wapello County ranks #438 of 1,769 scored counties for spas and skin care studios.
Wapello County is part of the Ottumwa area. For its number of households, Wapello County has the most map listings, relative to the U.S., for pizza places (2.1 times the U.S. rate) and the fewest for real estate agents and brokers (67% below the U.S. rate).
All 56 business types in Wapello County
Highest Groundwork market score first. Each score compares Wapello 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 |
|---|---|---|---|---|---|---|---|
| Spas and skin care | 62 | #438 of 1,769 | 6 | 4.3 | $2.1M | 238 | Under 3 |
| Grocery and convenience stores | 60 | #793 of 2,402 | 23 | 16.4 | $3.5M | 102 | 6 |
| Real estate agents and brokers | 59 | #586 of 2,176 | 14 | 10.0 | Index only | 238 | 5 |
| Real estate | 59 | #609 of 2,229 | 19 | 13.6 | Index only | 221 | 5 |
| Optometrists and eye care | 56 | #515 of 1,302 | 5 | 3.6 | $3.6M | 114 | Under 3 |
| Dentists and orthodontists | 56 | #708 of 1,886 | 12 | 8.6 | $1.5M | 151 | 10 |
| Gyms, studios and classes | 53 | #910 of 2,088 | 16 | 11.4 | $627K | 95 | 3 |
| Primary care and pediatrics | 52 | #795 of 1,656 | 14 | 10.0 | $1.3M | 71 | 6 |
| Collision repair and body shops | 50 | #663 of 1,327 | 6 | 4.3 | $2.5M | 82 | 3 |
| Convenience stores | 50 | #1,116 of 2,261 | 11 | 7.9 | $7.2M | 92 | Under 3 |
| Grocery stores | 49 | #1,044 of 2,070 | 9 | 6.4 | $8.8M | 95 | 5 |
| Salons, barbers and spas | 49 | #1,213 of 2,385 | 48 | 34.3 | $261K | 123 | 9 |
| Doctors, dentists and clinics | 49 | #1,234 of 2,394 | 97 | 69.3 | $183K | 120 | 28 |
| Pet businesses | 47 | #1,253 of 2,200 | 18 | 12.9 | $583K | 66 | 3 |
| Auto repair shops | 45 | #1,453 of 2,378 | 44 | 31.4 | $343K | 77 | 11 |
| Martial arts and dance studios | 44 | #838 of 1,334 | 5 | 3.6 | $2M | 99 | Under 3 |
| Clothing and shoe stores | 44 | #1,277 of 2,087 | 25 | 17.9 | $995K | 78 | 4 |
| Pet grooming and boarding | 43 | #880 of 1,461 | 5 | 3.6 | $2.1M | 82 | 3 |
| Landscaping and lawn care | 43 | #918 of 1,493 | 7 | 5.0 | $2.2M | 76 | 8 |
| Clothing, shoes and laundry | 43 | #1,395 of 2,210 | 35 | 25.0 | $711K | 81 | 4 |
| Gas stations | 43 | #1,457 of 2,358 | 17 | 12.1 | $2.3M | 96 | 21 |
| Auto repair and car care | 43 | #1,533 of 2,401 | 79 | 56.4 | $191K | 71 | 16 |
| Child care and preschools | 42 | #1,044 of 1,611 | 7 | 5.0 | $661K | 66 | 4 |
| Gyms | 42 | #1,197 of 1,792 | 11 | 7.9 | $912K | 70 | 3 |
| Nail salons | 41 | #924 of 1,328 | 7 | 5.0 | $1.8M | 107 | Under 3 |
| Bakeries and dessert shops | 41 | #1,239 of 1,889 | 11 | 7.9 | $4.4M | 106 | 9 |
| Fast food and sandwich shops | 40 | #1,498 of 2,222 | 20 | 14.3 | $2.4M | 79 | 24 |
| Lawn, cleaning and pest control | 38 | #1,316 of 1,771 | 10 | 7.1 | $1.6M | 93 | 19 |
| Restaurants and cafes | 38 | #1,697 of 2,405 | 140 | 100.0 | $346K | 93 | 57 |
| Hair salons | 37 | #1,788 of 2,339 | 33 | 23.6 | $379K | 88 | 7 |
| Tire shops | 35 | #1,147 of 1,530 | 9 | 6.4 | $1.7M | 67 | 4 |
| Sit-down restaurants | 35 | #1,843 of 2,405 | 85 | 60.7 | $570K | 86 | 23 |
| Home repair trades | 34 | #1,730 of 2,057 | 20 | 14.3 | $1.7M | 71 | 18 |
| Car washes and detailing | 31 | #1,198 of 1,451 | 10 | 7.1 | $1.5M | 60 | Under 3 |
| Insurance agencies | 30 | #1,793 of 2,272 | 18 | 12.9 | $1.3M | 105 | 17 |
| Pizza | 30 | #1,809 of 2,090 | 23 | 16.4 | $2.1M | 41 | 24 |
| Roofing and gutters | 29 | #1,005 of 1,177 | 5 | 3.6 | $6.9M | 81 | Under 3 |
| Coffee shops and cafes | 29 | #1,782 of 2,063 | 17 | 12.1 | $2.9M | 77 | 9 |
| HVAC and plumbing | 28 | #1,530 of 1,707 | 12 | 8.6 | $2.9M | 60 | 11 |
| Chiropractors | 26 | #1,349 of 1,490 | 12 | 8.6 | $1.5M | 62 | 8 |
| Veterinarians | 17 | #1,413 of 1,485 | 9 | 6.4 | $1.2M | 43 | Under 3 |
| Funeral homes | Not scored | Not scored | 4 | 2.9 | $555K | 82 | 3 |
| Laundromats | Not scored | Not scored | 4 | 2.9 | $6.2M | 50 | Under 3 |
| Electricians | Not scored | Not scored | 3 | 2.1 | $11.5M | 96 | 7 |
| House cleaning | Not scored | Not scored | 3 | 2.1 | $5.2M | 82 | 8 |
| Pet stores | Not scored | Not scored | 3 | 2.1 | $3.5M | 77 | Under 3 |
| Property management | Not scored | Not scored | 3 | 2.1 | Index only | 109 | Under 3 |
| Barbershops | Not scored | Not scored | 2 | 1.4 | $6.3M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 2 | 1.4 | $12.4M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.4 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.4 | $7.5M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 2 | 1.4 | $8.9M | Too few | 4 |
| Home inspectors | 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 | 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 | 3 |
Household spending in Wapello 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 | $15.1M | $1,078 | 113 |
| Gasoline and other fuels | $39M | $2,786 | 107 |
| Food away from home | $48.5M | $3,464 | 85 |
| Groceries | $79.6M | $5,684 | 90 |
| Personal care products and services | $12.5M | $894 | 89 |
| Child care and other personal services | $4.6M | $330 | 57 |
| Memberships, classes and admissions | $10M | $717 | 73 |
| Medical and dental services | $17.8M | $1,271 | 99 |
| Pets | $10.5M | $750 | 82 |
| Clothing, shoes and related services | $24.9M | $1,778 | 87 |
| Vehicle insurance | $23.6M | $1,688 | 86 |
| Home repairs, maintenance and insurance | $34.4M | $2,459 | 81 |
| Lawn care, cleaning and other household services | $15.7M | $1,118 | 79 |
| Rent and homeowner costs | $181.6M | $12,972 | 78 |
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 Wapello County
- Population, 2025 estimate
- 35,210−0.3% since 2020
- Households
- 13,997
- Median age
- 40.5
- Homes lived in by their owners
- 68%
- Vehicles per household
- 1.9
- Land area
- 432 sq. mi.
- People per square mile
- 82
- Median household income
- $64,766+40.1% vs. 2015–2019, before inflation
- Average household income
- $82,469
- Median home value
- $125,100
- Jobs located here
- 15,175
- Daytime population
- 34,077Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Wapello 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 Wapello County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
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- Monroe County, IA7,513 people
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- Jefferson County, IA15,705 people
- Keokuk County, IA9,924 people
- Appanoose County, IA12,184 people
- Van Buren County, IA7,241 people
- Marion County, IA33,642 people
Questions
How fast is Wapello County, IA growing?
Population estimates put Wapello County at 35,210 people in 2025, down 0.3% since 2020, against +3.1% for the U.S. It has 13,997 households. Against the 2015–2019 survey, median household income rose 40.1%, before inflation.
How much do households in Wapello County, IA spend?
Households in Wapello County spend about $181.6M a year on rent and homeowner costs, $79.6M on groceries and $48.5M on food away from home. Relative to the U.S., household spending in Wapello County runs highest on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and lowest on child care and other personal services (57).
Which business types have the highest market scores in Wapello County, IA?
Of the business types scored in Wapello County, spas and skin care studios (62), grocery and convenience stores (60) and real estate agents and brokers (59) have the highest Groundwork market scores. For spas and skin care studios, that ranks #438 of 1,769 scored counties.
How does Wapello County, IA compare with the U.S.?
Median household income in Wapello County is $64,766, 20% below the U.S. median of $80,734. The population fell 0.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $125,100, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pizza places (2.1 times the U.S. rate) and lowest for real estate agents and brokers (67% 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. 41 of the 56 business types have a score in Wapello 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 Wapello 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 Wapello 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 Wapello 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.