County profile · Michigan
Isabella County, MI market data
How Isabella County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 64,691
- +0.3% since 2020
- Households
- 24,914
- Median household income
- $55,237
- +22.4% vs. 2015–2019, before inflation
- Median home value
- $170,400
- Jobs located here
- 26,182
- Highest market score
- 67
- Spas and skin care, #293 of 1,769 scored counties
A site report maps the competitors on map listings around any address in Isabella County by name and distance, and the households and spending within reach. Or open the report at the center of Isabella 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
Isabella County has an estimated 64,691 people and 24,914 households. Population estimates show Isabella County grew 0.3% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in Isabella County is $55,237, 32% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.4%, before inflation.
Relative to the U.S., household spending in Isabella County runs highest on vehicle maintenance and repairs (an index of 104, where 100 is the U.S. average) and lowest on child care and other personal services (54).
Of the business types scored in Isabella County, spas and skin care studios (67), optometrists and eye clinics (66) and chiropractors (63) have the highest Groundwork market scores. For spas and skin care studios, that ranks #293 of 1,769 scored counties.
Isabella County is part of the Mount Pleasant area. Against the U.S., map listings per household run highest for convenience stores (60% above the U.S. rate) and lowest for spas and skin care studios (62% below the U.S. rate).
All 56 business types in Isabella County
Highest Groundwork market score first. Each score compares Isabella 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 | 67 | #293 of 1,769 | 11 | 4.4 | $1.9M | 220 | 3 |
| Optometrists and eye care | 66 | #274 of 1,302 | 6 | 2.4 | $5.1M | 164 | Under 3 |
| Chiropractors | 63 | #369 of 1,490 | 9 | 3.6 | $3.4M | 143 | 6 |
| Clothing, shoes and laundry | 61 | #661 of 2,210 | 29 | 11.6 | $1.5M | 167 | 8 |
| Nail salons | 60 | #387 of 1,328 | 6 | 2.4 | $3.5M | 212 | Under 3 |
| Grocery stores | 59 | #695 of 2,070 | 8 | 3.2 | $17.1M | 184 | 10 |
| Clothing and shoe stores | 59 | #701 of 2,087 | 22 | 8.8 | $1.9M | 153 | 8 |
| Martial arts and dance studios | 57 | #457 of 1,334 | 6 | 2.4 | $2.8M | 139 | Under 3 |
| Pet grooming and boarding | 53 | #644 of 1,461 | 6 | 2.4 | $2.9M | 115 | 5 |
| Barbershops | 52 | #638 of 1,356 | 8 | 3.2 | $2.7M | 141 | Under 3 |
| Primary care and pediatrics | 50 | #822 of 1,656 | 11 | 4.4 | $2.8M | 157 | 58 |
| Salons, barbers and spas | 48 | #1,263 of 2,385 | 80 | 32.1 | $265K | 125 | 18 |
| Gyms, studios and classes | 46 | #1,270 of 2,088 | 30 | 12.0 | $562K | 85 | 6 |
| Auto repair shops | 46 | #1,391 of 2,378 | 57 | 22.9 | $436K | 98 | 27 |
| Gyms | 44 | #1,130 of 1,792 | 16 | 6.4 | $1.1M | 81 | 6 |
| Mortgage brokers and lenders | 43 | #563 of 887 | 5 | 2.0 | Index only | 160 | Under 3 |
| Insurance agencies | 42 | #1,396 of 2,272 | 29 | 11.6 | $1.4M | 108 | 18 |
| Gas stations | 42 | #1,508 of 2,358 | 37 | 14.9 | $1.7M | 73 | 25 |
| Tire shops | 40 | #1,025 of 1,530 | 14 | 5.6 | $1.8M | 71 | 5 |
| Pizza | 40 | #1,433 of 2,090 | 20 | 8.0 | $4.1M | 81 | 47 |
| Car washes and detailing | 39 | #1,008 of 1,451 | 12 | 4.8 | $2.1M | 82 | 5 |
| Home repair trades | 39 | #1,533 of 2,057 | 29 | 11.6 | $2M | 83 | 31 |
| Pet businesses | 39 | #1,562 of 2,200 | 29 | 11.6 | $608K | 69 | 11 |
| Sit-down restaurants | 39 | #1,664 of 2,405 | 108 | 43.3 | $761K | 115 | 53 |
| Auto repair and car care | 38 | #1,734 of 2,401 | 103 | 41.3 | $241K | 90 | 42 |
| Funeral homes | 37 | #1,049 of 1,472 | 6 | 2.4 | $487K | 72 | Under 3 |
| Physical therapy | 37 | #1,057 of 1,422 | 17 | 6.8 | $1.8M | 75 | 10 |
| Grocery and convenience stores | 37 | #1,706 of 2,402 | 54 | 21.7 | $2.5M | 75 | 18 |
| Electricians | 36 | #892 of 1,160 | 7 | 2.8 | $8.4M | 70 | 13 |
| Dentists and orthodontists | 34 | #1,519 of 1,886 | 36 | 14.4 | $854K | 87 | 20 |
| Hair salons | 34 | #1,905 of 2,339 | 55 | 22.1 | $386K | 90 | 15 |
| HVAC and plumbing | 33 | #1,427 of 1,707 | 18 | 7.2 | $3.3M | 68 | 18 |
| Lawn, cleaning and pest control | 33 | #1,473 of 1,771 | 21 | 8.4 | $1.3M | 76 | 28 |
| Convenience stores | 33 | #1,717 of 2,261 | 32 | 12.8 | $4.3M | 54 | 8 |
| Doctors, dentists and clinics | 33 | #1,975 of 2,394 | 194 | 77.9 | $159K | 104 | 94 |
| Collision repair and body shops | 32 | #1,061 of 1,327 | 10 | 4.0 | $2.5M | 81 | 11 |
| Child care and preschools | 32 | #1,291 of 1,611 | 11 | 4.4 | $713K | 71 | 15 |
| Yoga, Pilates and fitness studios | 31 | #682 of 777 | 8 | 3.2 | $2.1M | 52 | 6 |
| Veterinarians | 31 | #1,192 of 1,485 | 13 | 5.2 | $1.4M | 50 | 6 |
| Fast food and sandwich shops | 31 | #1,813 of 2,222 | 40 | 16.1 | $2.1M | 67 | 47 |
| Restaurants and cafes | 31 | #1,971 of 2,405 | 239 | 95.9 | $344K | 93 | 116 |
| Real estate agents and brokers | 29 | #2,047 of 2,176 | 57 | 22.9 | Index only | 100 | 17 |
| Landscaping and lawn care | 28 | #1,325 of 1,493 | 17 | 6.8 | $1.6M | 54 | 19 |
| Coffee shops and cafes | 28 | #1,811 of 2,063 | 28 | 11.2 | $2.9M | 79 | 16 |
| Property management | 27 | #820 of 910 | 9 | 3.6 | Index only | 62 | 10 |
| Bakeries and dessert shops | 26 | #1,718 of 1,889 | 27 | 10.8 | $3M | 73 | 16 |
| Real estate | 25 | #2,174 of 2,229 | 73 | 29.3 | Index only | 99 | 36 |
| Pet stores | 23 | #877 of 974 | 6 | 2.4 | $2.9M | 65 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 4 | 1.6 | $14.6M | 173 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 1.2 | $14.2M | 114 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.2 | $8.3M | 60 | 4 |
| Home inspectors | Not scored | Not scored | 2 | 0.8 | Index only | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 0.8 | $13.4M | Too few | 9 |
| Pest control | Not scored | Not scored | 2 | 0.8 | $13.4M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.8 | $15.4M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.4 | $42.7M | Too few | Under 3 |
Household spending in Isabella 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 | $24.8M | $997 | 104 |
| Gasoline and other fuels | $64.6M | $2,592 | 100 |
| Food away from home | $82.1M | $3,297 | 81 |
| Groceries | $136.6M | $5,482 | 87 |
| Personal care products and services | $21.2M | $852 | 85 |
| Child care and other personal services | $7.8M | $315 | 54 |
| Memberships, classes and admissions | $16.8M | $676 | 69 |
| Medical and dental services | $30.8M | $1,235 | 96 |
| Pets | $17.6M | $708 | 78 |
| Clothing, shoes and related services | $42.7M | $1,716 | 83 |
| Vehicle insurance | $39.2M | $1,573 | 80 |
| Home repairs, maintenance and insurance | $58.5M | $2,350 | 78 |
| Lawn care, cleaning and other household services | $26.8M | $1,076 | 76 |
| Rent and homeowner costs | $311.6M | $12,507 | 75 |
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 Isabella County
- Population, 2025 estimate
- 64,691+0.3% since 2020
- Households
- 24,914
- Median age
- 35.1
- Homes lived in by their owners
- 62%
- Vehicles per household
- 1.8
- Land area
- 573 sq. mi.
- People per square mile
- 113
- Median household income
- $55,237+22.4% vs. 2015–2019, before inflation
- Average household income
- $74,389
- Median home value
- $170,400
- Jobs located here
- 26,182
- Daytime population
- 67,374Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Isabella 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 Isabella 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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Questions
How fast is Isabella County, MI growing?
Population estimates put Isabella County at 64,691 people in 2025, up 0.3% since 2020, slower than the U.S. (+3.1%). It has 24,914 households. Median household income rose 22.4% from the 2015–2019 survey, before inflation.
How much do households in Isabella County, MI spend?
Households in Isabella County spend about $311.6M a year on rent and homeowner costs, $136.6M on groceries and $82.1M on food away from home. Set against the U.S., households in Isabella County spend the most on vehicle maintenance and repairs (an index of 104, where 100 is the U.S. average) and the least on child care and other personal services (54).
Which business types have the highest market scores in Isabella County, MI?
The highest Groundwork market scores in Isabella County are for spas and skin care studios (67), optometrists and eye clinics (66) and chiropractors (63). Isabella County ranks #293 of 1,769 scored counties for spas and skin care studios.
How does Isabella County, MI compare with the U.S.?
The median household income in Isabella County is $55,237 a year, 32% below the U.S. median of $80,734. The population rose 0.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $170,400, against $332,700 for the U.S. For its number of households, Isabella County has the most map listings, relative to the U.S., for convenience stores (60% above the U.S. rate) and the fewest for spas and skin care studios (62% 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. 48 of the 56 business types have a score in Isabella 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 Isabella 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 Isabella 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 Isabella 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.