County profile · Kentucky
Marshall County, KY market data
How Marshall County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 31,659
- −0.1% since 2020
- Households
- 13,209
- Median household income
- $65,831
- +19.5% vs. 2015–2019, before inflation
- Median home value
- $173,800
- Jobs located here
- 11,371
- Highest market score
- 65
- Lawn, cleaning and pest control, #342 of 1,771 scored counties
A site report maps the competitors on map listings around any address in Marshall County by name and distance, and the households and spending within reach. Or open the report at the center of Marshall 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
Marshall County has an estimated 31,659 people and 13,209 households. Population estimates show Marshall County declined 0.1% from 2020 to 2025, against +3.1% for the U.S. Median household income in Marshall County is $65,831, 18% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 19.5%, before inflation.
Relative to the U.S., household spending in Marshall County runs highest on vehicle insurance (an index of 144, where 100 is the U.S. average) and lowest on memberships, classes and admissions (63).
Of the business types scored in Marshall County, lawn care, cleaning and pest control companies (65); primary care and pediatric clinics (65); and coffee shops and cafes (63) have the highest Groundwork market scores. For lawn care, cleaning and pest control companies, that ranks #342 of 1,771 scored counties.
Against the U.S., map listings per household run highest for optometrists and eye clinics (85% above the U.S. rate) and lowest for real estate agents and brokers (36% below the U.S. rate).
All 56 business types in Marshall County
Highest Groundwork market score first. Each score compares Marshall 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 |
|---|---|---|---|---|---|---|---|
| Lawn, cleaning and pest control | 65 | #342 of 1,771 | 10 | 7.6 | $1.8M | 108 | 10 |
| Primary care and pediatrics | 65 | #365 of 1,656 | 5 | 3.8 | $2.8M | 155 | 5 |
| Coffee shops and cafes | 63 | #489 of 2,063 | 6 | 4.5 | $7.6M | 206 | Under 3 |
| Grocery and convenience stores | 63 | #669 of 2,402 | 23 | 17.4 | $3.3M | 98 | 5 |
| Landscaping and lawn care | 62 | #433 of 1,493 | 7 | 5.3 | $2.6M | 89 | 6 |
| Insurance agencies | 61 | #750 of 2,272 | 18 | 13.6 | $2.1M | 165 | 14 |
| Bakeries and dessert shops | 59 | #565 of 1,889 | 7 | 5.3 | $6.5M | 158 | Under 3 |
| Grocery stores | 57 | #765 of 2,070 | 7 | 5.3 | $10.9M | 117 | 5 |
| Gas stations | 57 | #869 of 2,358 | 19 | 14.4 | $2.3M | 96 | 18 |
| Restaurants and cafes | 55 | #947 of 2,405 | 101 | 76.5 | $454K | 122 | 49 |
| Clothing and shoe stores | 54 | #895 of 2,087 | 16 | 12.1 | $1.4M | 113 | 3 |
| Clothing, shoes and laundry | 54 | #958 of 2,210 | 22 | 16.7 | $1M | 119 | 3 |
| Real estate agents and brokers | 53 | #902 of 2,176 | 26 | 19.7 | Index only | 133 | 5 |
| Real estate | 50 | #1,088 of 2,229 | 33 | 25.0 | Index only | 132 | 10 |
| Convenience stores | 49 | #1,154 of 2,261 | 12 | 9.1 | $6.3M | 81 | Under 3 |
| Fast food and sandwich shops | 47 | #1,251 of 2,222 | 15 | 11.4 | $3.1M | 100 | 25 |
| Sit-down restaurants | 47 | #1,304 of 2,405 | 61 | 46.2 | $751K | 113 | 22 |
| Veterinarians | 46 | #853 of 1,485 | 6 | 4.5 | $1.8M | 67 | 3 |
| Dentists and orthodontists | 45 | #1,135 of 1,886 | 13 | 9.8 | $1.1M | 108 | 6 |
| Auto repair shops | 44 | #1,488 of 2,378 | 35 | 26.5 | $383K | 86 | 12 |
| Collision repair and body shops | 43 | #832 of 1,327 | 6 | 4.5 | $2.2M | 72 | 3 |
| Auto repair and car care | 42 | #1,584 of 2,401 | 68 | 51.5 | $197K | 73 | 14 |
| Doctors, dentists and clinics | 38 | #1,773 of 2,394 | 94 | 71.2 | $146K | 96 | 23 |
| Pizza | 37 | #1,555 of 2,090 | 13 | 9.8 | $3.5M | 69 | 25 |
| Pet businesses | 37 | #1,640 of 2,200 | 19 | 14.4 | $573K | 65 | 8 |
| Tire shops | 36 | #1,122 of 1,530 | 8 | 6.1 | $1.7M | 67 | Under 3 |
| Gyms, studios and classes | 34 | #1,690 of 2,088 | 22 | 16.7 | $374K | 56 | 3 |
| Hair salons | 34 | #1,898 of 2,339 | 27 | 20.4 | $407K | 95 | Under 3 |
| Car washes and detailing | 31 | #1,193 of 1,451 | 8 | 6.1 | $1.7M | 67 | Under 3 |
| Gyms | 31 | #1,481 of 1,792 | 12 | 9.1 | $686K | 53 | 3 |
| Salons, barbers and spas | 30 | #2,127 of 2,385 | 53 | 40.1 | $207K | 98 | Under 3 |
| Pet grooming and boarding | 29 | #1,201 of 1,461 | 7 | 5.3 | $1.6M | 61 | 5 |
| Property management | 25 | #841 of 910 | 5 | 3.8 | Index only | 68 | Under 3 |
| HVAC and plumbing | 24 | #1,599 of 1,707 | 13 | 9.8 | $2.7M | 57 | 16 |
| Home repair trades | 24 | #1,944 of 2,057 | 22 | 16.7 | $1.6M | 66 | 35 |
| Physical therapy | 20 | #1,345 of 1,422 | 9 | 6.8 | $1.5M | 64 | Under 3 |
| Spas and skin care | 19 | #1,702 of 1,769 | 17 | 12.9 | $647K | 74 | Under 3 |
| Electricians | 18 | #1,111 of 1,160 | 7 | 5.3 | $5.1M | 42 | 16 |
| Chiropractors | 18 | #1,448 of 1,490 | 9 | 6.8 | $1.5M | 64 | 8 |
| Optometrists and eye care | 14 | #1,254 of 1,302 | 10 | 7.6 | $1.4M | 44 | 4 |
| Martial arts and dance studios | 13 | #1,299 of 1,334 | 9 | 6.8 | $914K | 45 | Under 3 |
| Barbershops | Not scored | Not scored | 4 | 3.0 | $2.7M | 146 | Under 3 |
| Child care and preschools | Not scored | Not scored | 3 | 2.3 | $1.7M | 170 | 7 |
| Laundromats | Not scored | Not scored | 3 | 2.3 | $7.7M | 61 | Under 3 |
| Funeral homes | Not scored | Not scored | 2 | 1.5 | $1.1M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 1.5 | $9.1M | Too few | 4 |
| Nail salons | Not scored | Not scored | 2 | 1.5 | $5.5M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 1.5 | $5.4M | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.5 | $17.7M | Too few | 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 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.8 | $13.4M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.8 | $18.2M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.8 | $13.8M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.8 | $8.2M | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Marshall 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 | $13.4M | $1,015 | 106 |
| Gasoline and other fuels | $43.6M | $3,303 | 127 |
| Food away from home | $45.8M | $3,468 | 85 |
| Groceries | $76.1M | $5,763 | 91 |
| Personal care products and services | $11M | $832 | 83 |
| Child care and other personal services | $5.1M | $386 | 67 |
| Memberships, classes and admissions | $8.2M | $623 | 63 |
| Medical and dental services | $13.8M | $1,042 | 81 |
| Pets | $10.9M | $824 | 91 |
| Clothing, shoes and related services | $23M | $1,743 | 85 |
| Vehicle insurance | $37.3M | $2,826 | 144 |
| Home repairs, maintenance and insurance | $35.5M | $2,684 | 89 |
| Lawn care, cleaning and other household services | $18.2M | $1,376 | 97 |
| Rent and homeowner costs | $188.7M | $14,284 | 86 |
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 Marshall County
- Population, 2025 estimate
- 31,659−0.1% since 2020
- Households
- 13,209
- Median age
- 45.1
- Homes lived in by their owners
- 82%
- Vehicles per household
- 2.2
- Land area
- 302 sq. mi.
- People per square mile
- 105
- Median household income
- $65,831+19.5% vs. 2015–2019, before inflation
- Average household income
- $83,442
- Median home value
- $173,800
- Jobs located here
- 11,371
- Daytime population
- 29,795Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Marshall 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 Marshall County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Kentucky 8
- Livingston County, KY8,903 people
- Lyon County, KY8,900 people
- Calloway County, KY38,224 people
- McCracken County, KY67,564 people
- Graves County, KY36,630 people
- Trigg County, KY14,315 people
- Caldwell County, KY12,618 people
- Carlisle County, KY4,762 people
Questions
How fast is Marshall County, KY growing?
Population estimates put Marshall County at 31,659 people in 2025, down 0.1% since 2020, against +3.1% for the U.S. It has 13,209 households. Median household income rose 19.5% from the 2015–2019 survey, before inflation.
How much do households in Marshall County, KY spend?
Households in Marshall County spend about $188.7M a year on rent and homeowner costs, $76.1M on groceries and $45.8M on food away from home. Set against the U.S., households in Marshall County spend the most on vehicle insurance (an index of 144, where 100 is the U.S. average) and the least on memberships, classes and admissions (63).
Which business types have the highest market scores in Marshall County, KY?
The highest Groundwork market scores in Marshall County are for lawn care, cleaning and pest control companies (65); primary care and pediatric clinics (65); and coffee shops and cafes (63). Marshall County ranks #342 of 1,771 scored counties for lawn care, cleaning and pest control companies.
How does Marshall County, KY compare with the U.S.?
The median household income in Marshall County is $65,831 a year, 18% below the U.S. median of $80,734. The population fell 0.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $173,800, against $332,700 for the U.S. For its number of households, Marshall County has the most map listings, relative to the U.S., for optometrists and eye clinics (85% above the U.S. rate) and the fewest for real estate agents and brokers (36% 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 Marshall 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 Marshall 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.
All markets in Kentucky · Every U.S. market · How we measure
Screening a site or an acquisition in Marshall 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 Marshall 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.