Metro area profile · Iowa
Waterloo-Cedar Falls, IA metro area market data
Population, household spending and competition for 56 business types in the Waterloo-Cedar Falls metro area, each scored against other metro areas.
- Population, 2025
- 169,189
- +0.5% since 2020
- Households
- 69,396
- Median household income
- $70,811
- +23.2% vs. 2015–2019, before inflation
- Median home value
- $194,800
- Jobs located here
- 88,619
- Highest market score
- 73
- Dentists and orthodontists, #29 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Waterloo-Cedar Falls metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Waterloo-Cedar Falls metro 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 169,189 people live in the Waterloo-Cedar Falls metro area, in 69,396 households. Population estimates show the Waterloo-Cedar Falls metro area grew 0.5% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in the Waterloo-Cedar Falls metro area is $70,811 a year, 12% below the U.S. median of $80,734. That rose 23.2% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Waterloo-Cedar Falls metro area spend the most on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and the least on child care and other personal services (65).
The highest Groundwork market scores in the Waterloo-Cedar Falls metro area are for dentists and orthodontists (73), nail salons (66) and martial arts and dance studios (65). The Waterloo-Cedar Falls metro area ranks #29 of 387 scored metro areas for dentists and orthodontists.
The Waterloo-Cedar Falls metro area takes in 3 counties: Black Hawk County, Bremer County and Grundy County. For its number of households, the Waterloo-Cedar Falls metro area has the most map listings, relative to the U.S., for chiropractors (74% above the U.S. rate) and the fewest for martial arts and dance studios (51% below the U.S. rate).
All 56 business types in the Waterloo-Cedar Falls metro area
Highest Groundwork market score first. Each score compares the Waterloo-Cedar Falls metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Dentists and orthodontists | 73 | #29 of 387 | 67 | 9.7 | $1.4M | 143 | 47 |
| Nail salons | 66 | #61 of 387 | 21 | 3.0 | $3.2M | 189 | Under 3 |
| Martial arts and dance studios | 65 | #59 of 387 | 17 | 2.4 | $3.4M | 167 | 14 |
| Primary care and pediatrics | 64 | #94 of 387 | 42 | 6.1 | $2.3M | 126 | 76 |
| HVAC and plumbing | 61 | #105 of 387 | 31 | 4.5 | $5.9M | 124 | 46 |
| Salons, barbers and spas | 60 | #84 of 387 | 274 | 39.5 | $242K | 114 | 50 |
| Mortgage brokers and lenders | 60 | #95 of 373 | 15 | 2.2 | Index only | 162 | 3 |
| Sit-down restaurants | 59 | #118 of 387 | 334 | 48.1 | $774K | 117 | 106 |
| Barbershops | 59 | #119 of 387 | 25 | 3.6 | $2.7M | 141 | Under 3 |
| Tire shops | 59 | #141 of 386 | 23 | 3.3 | $3.3M | 133 | 12 |
| Gyms, studios and classes | 58 | #110 of 387 | 81 | 11.7 | $709K | 107 | 29 |
| Spas and skin care | 58 | #116 of 387 | 65 | 9.4 | $1M | 116 | 10 |
| Auto repair shops | 58 | #125 of 387 | 139 | 20.0 | $551K | 124 | 81 |
| Optometrists and eye care | 57 | #125 of 386 | 26 | 3.7 | $3.6M | 116 | 12 |
| Gas stations | 57 | #143 of 387 | 50 | 7.2 | $3.9M | 164 | 74 |
| Pet stores | 56 | #146 of 382 | 12 | 1.7 | $4.7M | 103 | 3 |
| Auto repair and car care | 55 | #159 of 387 | 262 | 37.8 | $292K | 109 | 107 |
| Fast food and sandwich shops | 55 | #166 of 387 | 89 | 12.8 | $2.9M | 95 | 115 |
| Real estate | 54 | #141 of 387 | 161 | 23.2 | Index only | 136 | 83 |
| Real estate agents and brokers | 53 | #148 of 387 | 127 | 18.3 | Index only | 137 | 41 |
| Restaurants and cafes | 53 | #173 of 387 | 683 | 98.4 | $378K | 102 | 263 |
| Clothing, shoes and laundry | 52 | #196 of 387 | 153 | 22.0 | $860K | 98 | 38 |
| Gyms | 51 | #184 of 387 | 50 | 7.2 | $1.1M | 88 | 15 |
| Collision repair and body shops | 51 | #191 of 381 | 22 | 3.2 | $3.5M | 113 | 19 |
| Yoga, Pilates and fitness studios | 50 | #167 of 347 | 14 | 2.0 | $4.1M | 101 | 15 |
| Clothing and shoe stores | 47 | #225 of 387 | 118 | 17.0 | $1.1M | 88 | 38 |
| Home repair trades | 46 | #220 of 387 | 84 | 12.1 | $2.2M | 89 | 95 |
| Pet grooming and boarding | 45 | #240 of 386 | 27 | 3.9 | $2.1M | 81 | 10 |
| Property management | 44 | #232 of 374 | 14 | 2.0 | Index only | 122 | 31 |
| Hair salons | 44 | #245 of 387 | 160 | 23.1 | $414K | 96 | 38 |
| Coffee shops and cafes | 43 | #250 of 387 | 65 | 9.4 | $4M | 107 | 42 |
| Roofing and gutters | 43 | #251 of 381 | 26 | 3.7 | $7M | 83 | 10 |
| Bakeries and dessert shops | 43 | #258 of 387 | 60 | 8.6 | $4.3M | 104 | 42 |
| Doctors, dentists and clinics | 41 | #269 of 387 | 891 | 128.4 | $106K | 70 | 195 |
| Pet businesses | 40 | #275 of 387 | 77 | 11.1 | $726K | 83 | 34 |
| Car washes and detailing | 40 | #275 of 387 | 39 | 5.6 | $2M | 78 | 12 |
| Pizza | 39 | #282 of 387 | 79 | 11.4 | $3.3M | 64 | 115 |
| Convenience stores | 38 | #275 of 387 | 64 | 9.2 | $6.4M | 81 | 18 |
| Grocery and convenience stores | 35 | #295 of 387 | 130 | 18.7 | $3.2M | 93 | 56 |
| Laundromats | 34 | #276 of 364 | 12 | 1.7 | $11M | 88 | Under 3 |
| Physical therapy | 34 | #318 of 386 | 61 | 8.8 | $1.6M | 65 | 27 |
| Veterinarians | 32 | #314 of 384 | 25 | 3.6 | $2.2M | 82 | 21 |
| Grocery stores | 31 | #314 of 387 | 44 | 6.3 | $9.3M | 100 | 38 |
| Pest control | 30 | #298 of 345 | 10 | 1.4 | $8.3M | 81 | 11 |
| Home inspectors | 27 | #226 of 243 | 5 | 0.7 | Index only | 72 | Under 3 |
| Electricians | 27 | #353 of 383 | 27 | 3.9 | $6.8M | 56 | 39 |
| Landscaping and lawn care | 25 | #352 of 385 | 51 | 7.3 | $1.6M | 55 | 59 |
| Chiropractors | 25 | #368 of 386 | 65 | 9.4 | $1.5M | 61 | 33 |
| Funeral homes | 23 | #346 of 377 | 21 | 3.0 | $463K | 68 | 14 |
| Insurance agencies | 22 | #351 of 387 | 114 | 16.4 | $1M | 83 | 93 |
| Lawn, cleaning and pest control | 21 | #378 of 387 | 84 | 12.1 | $984K | 59 | 113 |
| House cleaning | 19 | #366 of 375 | 23 | 3.3 | $3.6M | 56 | 43 |
| Child care and preschools | 16 | #378 of 387 | 54 | 7.8 | $483K | 48 | 50 |
| Oil change and quick lube | Not scored | Not scored | 4 | 0.6 | $19.2M | 139 | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 4 | 0.6 | $23.6M | 96 | Under 3 |
| Dry cleaners | Not scored | Not scored | 3 | 0.4 | $43.9M | 280 | Under 3 |
Household spending in the Waterloo-Cedar Falls metro 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 | $76.6M | $1,104 | 115 |
| Gasoline and other fuels | $195.2M | $2,813 | 108 |
| Food away from home | $258.5M | $3,725 | 92 |
| Groceries | $409.7M | $5,904 | 93 |
| Personal care products and services | $66.3M | $955 | 95 |
| Child care and other personal services | $26.1M | $376 | 65 |
| Memberships, classes and admissions | $57.4M | $827 | 84 |
| Medical and dental services | $94.6M | $1,363 | 106 |
| Pets | $55.9M | $805 | 89 |
| Clothing, shoes and related services | $131.6M | $1,896 | 92 |
| Vehicle insurance | $118.6M | $1,709 | 87 |
| Home repairs, maintenance and insurance | $182.5M | $2,629 | 87 |
| Lawn care, cleaning and other household services | $82.6M | $1,191 | 84 |
| Rent and homeowner costs | $946.5M | $13,639 | 82 |
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 Waterloo-Cedar Falls metro area
- Population, 2025 estimate
- 169,189+0.5% since 2020
- Households
- 69,396
- Median age
- 37.8
- Homes lived in by their owners
- 69%
- Vehicles per household
- 1.9
- Land area
- 1,503 sq. mi.
- People per square mile
- 112
- Median household income
- $70,811+23.2% vs. 2015–2019, before inflation
- Average household income
- $92,709
- Median home value
- $194,800
- Jobs located here
- 88,619
- Daytime population
- 179,403Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Waterloo-Cedar Falls metro area?
These figures cover the whole metro area. 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 Waterloo-Cedar Falls metro 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 Waterloo-Cedar Falls metro area 3
- Black Hawk County, IA131,049 people
- Bremer County, IA25,204 people
- Grundy County, IA12,384 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
- 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
- Marshalltown, IA area40,114 people
Questions
How fast is the Waterloo-Cedar Falls, IA metro area growing?
Population estimates put the Waterloo-Cedar Falls metro area at 169,189 people in 2025, up 0.5% since 2020, slower than the U.S. (+3.1%). It has 69,396 households. Against the 2015–2019 survey, median household income rose 23.2%, before inflation.
How much do households in the Waterloo-Cedar Falls, IA metro area spend?
Households in the Waterloo-Cedar Falls metro area spend about $946.5M a year on rent and homeowner costs, $409.7M on groceries and $258.5M on food away from home. Relative to the U.S., household spending in the Waterloo-Cedar Falls metro area runs highest on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and lowest on child care and other personal services (65).
Which business types have the highest market scores in the Waterloo-Cedar Falls, IA metro area?
Of the business types scored in the Waterloo-Cedar Falls metro area, dentists and orthodontists (73), nail salons (66) and martial arts and dance studios (65) have the highest Groundwork market scores. For dentists and orthodontists, that ranks #29 of 387 scored metro areas.
How does the Waterloo-Cedar Falls, IA metro area compare with the U.S.?
Median household income in the Waterloo-Cedar Falls metro area is $70,811, 12% below the U.S. median of $80,734. The population rose 0.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $194,800, against $332,700 for the U.S. Against the U.S., map listings per household run highest for chiropractors (74% above the U.S. rate) and lowest for martial arts and dance studios (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. 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. 53 of the 56 business types have a score in the Waterloo-Cedar Falls metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Waterloo-Cedar Falls metro 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 Waterloo-Cedar Falls metro 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 Waterloo-Cedar Falls metro 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.