Small-town market profile · Michigan
Coldwater, MI area market data
How the Coldwater area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 45,993
- +2.5% since 2020
- Households
- 16,906
- Median household income
- $63,724
- +22.7% vs. 2015–2019, before inflation
- Median home value
- $162,500
- Jobs located here
- 14,063
- Highest market score
- 79
- Spas and skin care, #14 of 504 scored small-town markets
A site report maps the competitors on map listings around any address in the Coldwater area by name and distance, and the households and spending within reach. Or open the report at the center of the Coldwater 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 Coldwater area has an estimated 45,993 people and 16,906 households. Population estimates show the Coldwater area grew 2.5% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Coldwater area is $63,724, 21% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.7%, before inflation.
Relative to the U.S., household spending in the Coldwater area runs highest on vehicle maintenance and repairs (an index of 107, where 100 is the U.S. average) and lowest on child care and other personal services (55).
Of the business types scored in the Coldwater area, spas and skin care studios (79), primary care and pediatric clinics (77) and restaurants and cafes (77) have the highest Groundwork market scores. For spas and skin care studios, that ranks #14 of 504 scored small-town markets.
The Coldwater area is made up of one county, Branch County. Against the U.S., map listings per household run highest for car washes and detailers (2.2 times the U.S. rate) and lowest for clothing and shoe stores (56% below the U.S. rate).
All 56 business types in the Coldwater area
Highest Groundwork market score first. Each score compares the Coldwater 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 | 79 | #14 of 504 | 5 | 3.0 | $3M | 344 | Under 3 |
| Primary care and pediatrics | 77 | #39 of 458 | 6 | 3.5 | $3.6M | 203 | 16 |
| Restaurants and cafes | 77 | #41 of 538 | 122 | 72.2 | $477K | 129 | 57 |
| Bakeries and dessert shops | 76 | #26 of 507 | 10 | 5.9 | $5.8M | 140 | 3 |
| Clothing, shoes and laundry | 75 | #60 of 536 | 18 | 10.6 | $1.7M | 189 | 6 |
| Gyms | 74 | #29 of 506 | 8 | 4.7 | $1.5M | 116 | 3 |
| Salons, barbers and spas | 74 | #30 of 538 | 45 | 26.6 | $335K | 157 | 8 |
| Pet businesses | 74 | #36 of 527 | 15 | 8.9 | $835K | 95 | 3 |
| Fast food and sandwich shops | 74 | #60 of 537 | 17 | 10.1 | $3.4M | 112 | 24 |
| Clothing and shoe stores | 74 | #65 of 536 | 12 | 7.1 | $2.5M | 196 | 6 |
| Coffee shops and cafes | 72 | #47 of 529 | 13 | 7.7 | $4.5M | 121 | 3 |
| Pizza | 72 | #65 of 520 | 11 | 6.5 | $5.3M | 104 | 24 |
| Gyms, studios and classes | 70 | #55 of 535 | 17 | 10.1 | $710K | 107 | 3 |
| Grocery stores | 68 | #90 of 506 | 11 | 6.5 | $8.7M | 94 | 4 |
| Barbershops | 67 | #88 of 377 | 6 | 3.5 | $2.5M | 133 | Under 3 |
| Doctors, dentists and clinics | 67 | #114 of 538 | 96 | 56.8 | $225K | 148 | 42 |
| Sit-down restaurants | 66 | #101 of 538 | 65 | 38.4 | $895K | 135 | 30 |
| Hair salons | 65 | #94 of 538 | 31 | 18.3 | $486K | 113 | 6 |
| Optometrists and eye care | 64 | #88 of 400 | 5 | 3.0 | $4.3M | 138 | 5 |
| Gas stations | 64 | #120 of 536 | 22 | 13.0 | $2M | 85 | 14 |
| Martial arts and dance studios | 61 | #110 of 378 | 6 | 3.5 | $2M | 100 | Under 3 |
| Chiropractors | 61 | #130 of 426 | 10 | 5.9 | $2.2M | 90 | 4 |
| Tire shops | 61 | #141 of 431 | 8 | 4.7 | $2.2M | 86 | 3 |
| Auto repair shops | 61 | #157 of 538 | 35 | 20.7 | $494K | 111 | 21 |
| Electricians | 60 | #89 of 295 | 5 | 3.0 | $8.4M | 70 | 7 |
| Pet grooming and boarding | 60 | #118 of 387 | 6 | 3.5 | $2.1M | 82 | Under 3 |
| Dentists and orthodontists | 60 | #167 of 526 | 16 | 9.5 | $1.4M | 137 | 12 |
| Grocery and convenience stores | 58 | #205 of 538 | 38 | 22.5 | $2.5M | 74 | 9 |
| Funeral homes | 55 | #148 of 365 | 8 | 4.7 | $322K | 47 | 3 |
| Physical therapy | 55 | #179 of 400 | 11 | 6.5 | $2M | 82 | 5 |
| Landscaping and lawn care | 53 | #164 of 399 | 8 | 4.7 | $2.4M | 81 | 10 |
| Convenience stores | 51 | #278 of 529 | 19 | 11.2 | $5M | 64 | 5 |
| Home repair trades | 50 | #277 of 526 | 22 | 13.0 | $1.9M | 78 | 20 |
| Auto repair and car care | 48 | #291 of 538 | 77 | 45.5 | $225K | 84 | 30 |
| Collision repair and body shops | 46 | #226 of 387 | 7 | 4.1 | $2.5M | 80 | 7 |
| Real estate agents and brokers | 46 | #321 of 533 | 32 | 18.9 | Index only | 125 | 6 |
| House cleaning | 44 | #84 of 142 | 6 | 3.5 | $3.1M | 49 | 3 |
| Real estate | 42 | #364 of 536 | 35 | 20.7 | Index only | 144 | 19 |
| Child care and preschools | 41 | #311 of 454 | 9 | 5.3 | $602K | 60 | 9 |
| Lawn, cleaning and pest control | 39 | #342 of 481 | 20 | 11.8 | $945K | 56 | 13 |
| HVAC and plumbing | 39 | #352 of 476 | 15 | 8.9 | $2.8M | 59 | 13 |
| Car washes and detailing | 35 | #344 of 441 | 14 | 8.3 | $1.2M | 49 | 4 |
| Insurance agencies | 30 | #438 of 537 | 33 | 19.5 | $827K | 66 | 18 |
| Pest control | 21 | #79 of 85 | 6 | 3.5 | $3.1M | 31 | Under 3 |
| Veterinarians | Not scored | Not scored | 4 | 2.4 | $3.1M | 115 | 3 |
| Laundromats | Not scored | Not scored | 3 | 1.8 | $10M | 80 | Under 3 |
| Nail salons | Not scored | Not scored | 3 | 1.8 | $5M | 301 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 1.8 | $4M | 99 | 3 |
| Home inspectors | Not scored | Not scored | 2 | 1.2 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.2 | $8.6M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 1.2 | $6.3M | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.2 | $20.9M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.6 | $29.9M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.6 | Index only | Too few | 3 |
| Property management | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 5 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Coldwater 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 | $17.3M | $1,023 | 107 |
| Gasoline and other fuels | $44.7M | $2,645 | 102 |
| Food away from home | $58.2M | $3,442 | 85 |
| Groceries | $95.7M | $5,662 | 90 |
| Personal care products and services | $15.1M | $891 | 89 |
| Child care and other personal services | $5.4M | $321 | 55 |
| Memberships, classes and admissions | $12.1M | $714 | 73 |
| Medical and dental services | $21.6M | $1,280 | 99 |
| Pets | $12.5M | $741 | 81 |
| Clothing, shoes and related services | $29.9M | $1,767 | 86 |
| Vehicle insurance | $27.3M | $1,614 | 82 |
| Home repairs, maintenance and insurance | $41.8M | $2,470 | 82 |
| Lawn care, cleaning and other household services | $18.9M | $1,118 | 79 |
| Rent and homeowner costs | $219M | $12,951 | 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 the Coldwater area
- Population, 2025 estimate
- 45,993+2.5% since 2020
- Households
- 16,906
- Median age
- 41.6
- Homes lived in by their owners
- 78%
- Vehicles per household
- 1.8
- Land area
- 506 sq. mi.
- People per square mile
- 89
- Median household income
- $63,724+22.7% vs. 2015–2019, before inflation
- Average household income
- $79,966
- Median home value
- $162,500
- Jobs located here
- 14,063
- Daytime population
- 41,389Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Coldwater 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 Coldwater 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 Coldwater area 1
- Branch County, MI45,300 people
Other markets based in Michigan 12
- Detroit-Warren-Dearborn, MI metro area4,376,828 people
- Grand Rapids-Wyoming-Kentwood, MI metro area1,162,152 people
- Lansing-East Lansing, MI metro area472,669 people
- Flint, MI metro area403,305 people
- Ann Arbor, MI metro area369,822 people
- Kalamazoo-Portage, MI metro area262,375 people
- Saginaw, MI metro area188,665 people
- Muskegon-Norton Shores, MI metro area175,961 people
- Jackson, MI metro area160,060 people
- Monroe, MI metro area155,505 people
- Traverse City, MI metro area155,449 people
- Niles, MI metro area153,288 people
Questions
How fast is the Coldwater, MI area growing?
Population estimates put the Coldwater area at 45,993 people in 2025, up 2.5% since 2020, slower than the U.S. (+3.1%). It has 16,906 households. Median household income rose 22.7% from the 2015–2019 survey, before inflation.
How much do households in the Coldwater, MI area spend?
Households in the Coldwater area spend about $219M a year on rent and homeowner costs, $95.7M on groceries and $58.2M on food away from home. Set against the U.S., households in the Coldwater area spend the most on vehicle maintenance and repairs (an index of 107, where 100 is the U.S. average) and the least on child care and other personal services (55).
Which business types have the highest market scores in the Coldwater, MI area?
The highest Groundwork market scores in the Coldwater area are for spas and skin care studios (79), primary care and pediatric clinics (77) and restaurants and cafes (77). The Coldwater area ranks #14 of 504 scored small-town markets for spas and skin care studios.
How does the Coldwater, MI area compare with the U.S.?
The median household income in the Coldwater area is $63,724 a year, 21% below the U.S. median of $80,734. The population rose 2.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $162,500, against $332,700 for the U.S. For its number of households, the Coldwater area has the most map listings, relative to the U.S., for car washes and detailers (2.2 times the U.S. rate) and the fewest for clothing and shoe stores (56% 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. 44 of the 56 business types have a score in the Coldwater 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 Coldwater 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 Coldwater 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 Coldwater 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.