County profile · Michigan
Midland County, MI market data
Population, household spending and competition for 56 business types in Midland County, each scored against other counties.
- Population, 2025
- 83,754
- +0.3% since 2020
- Households
- 34,993
- Median household income
- $77,705
- +24.1% vs. 2015–2019, before inflation
- Median home value
- $195,400
- Jobs located here
- 33,850
- Highest market score
- 79
- Tire shops, #108 of 1,530 scored counties
A site report maps the competitors on map listings around any address in Midland County by name and distance, and the households and spending within reach. Or open the report at the center of Midland 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 83,754 people live in Midland County, in 34,993 households. Between 2020 and 2025, the population of Midland County grew 0.3%, slower than the U.S. (+3.1%). The median household income in Midland County is $77,705 a year, 4% below the U.S. median of $80,734. That rose 24.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Midland County 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 (77).
The highest Groundwork market scores in Midland County are for tire shops (79), sit-down restaurants (75) and roofing and gutter companies (72). Midland County ranks #108 of 1,530 scored counties for tire shops.
Midland County is part of the Midland metro area. For its number of households, Midland County has the most map listings, relative to the U.S., for pet grooming and boarding businesses (2.1 times the U.S. rate) and the fewest for primary care and pediatric clinics (60% below the U.S. rate).
All 56 business types in Midland County
Highest Groundwork market score first. Each score compares Midland 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 |
|---|---|---|---|---|---|---|---|
| Tire shops | 79 | #108 of 1,530 | 8 | 2.3 | $4.8M | 192 | 3 |
| Sit-down restaurants | 75 | #236 of 2,405 | 128 | 36.6 | $1.1M | 166 | 43 |
| Roofing and gutters | 72 | #132 of 1,177 | 7 | 2.0 | $14M | 166 | 3 |
| Barbershops | 72 | #175 of 1,356 | 10 | 2.9 | $3.6M | 190 | Under 3 |
| Nail salons | 70 | #145 of 1,328 | 12 | 3.4 | $3M | 178 | Under 3 |
| Clothing, shoes and laundry | 70 | #385 of 2,210 | 50 | 14.3 | $1.4M | 163 | 11 |
| Collision repair and body shops | 69 | #238 of 1,327 | 10 | 2.9 | $3.8M | 125 | 7 |
| Funeral homes | 69 | #246 of 1,472 | 5 | 1.4 | $1.1M | 160 | 4 |
| Auto repair shops | 69 | #364 of 2,378 | 59 | 16.9 | $652K | 147 | 32 |
| Restaurants and cafes | 69 | #423 of 2,405 | 269 | 76.9 | $525K | 142 | 128 |
| Clothing and shoe stores | 68 | #441 of 2,087 | 39 | 11.1 | $1.8M | 145 | 11 |
| Convenience stores | 67 | #511 of 2,261 | 20 | 5.7 | $10.7M | 136 | 10 |
| Grocery and convenience stores | 67 | #522 of 2,402 | 54 | 15.4 | $4M | 117 | 21 |
| Pizza | 65 | #472 of 2,090 | 22 | 6.3 | $6.4M | 126 | 66 |
| Grocery stores | 64 | #573 of 2,070 | 22 | 6.3 | $9.8M | 105 | 11 |
| Fast food and sandwich shops | 63 | #609 of 2,222 | 38 | 10.9 | $3.7M | 122 | 66 |
| House cleaning | 62 | #194 of 847 | 5 | 1.4 | $8.9M | 139 | 14 |
| Optometrists and eye care | 62 | #368 of 1,302 | 15 | 4.3 | $3.4M | 109 | 6 |
| Primary care and pediatrics | 62 | #447 of 1,656 | 10 | 2.9 | $5.1M | 287 | 77 |
| Hair salons | 62 | #599 of 2,339 | 74 | 21.1 | $483K | 112 | 14 |
| Gas stations | 62 | #664 of 2,358 | 37 | 10.6 | $2.6M | 109 | 26 |
| Chiropractors | 60 | #458 of 1,490 | 19 | 5.4 | $2.7M | 113 | 11 |
| Salons, barbers and spas | 59 | #707 of 2,385 | 134 | 38.3 | $267K | 125 | 23 |
| Auto repair and car care | 59 | #782 of 2,401 | 123 | 35.1 | $313K | 116 | 53 |
| HVAC and plumbing | 58 | #575 of 1,707 | 22 | 6.3 | $4.5M | 94 | 24 |
| Bakeries and dessert shops | 58 | #621 of 1,889 | 31 | 8.9 | $4.6M | 110 | 17 |
| Veterinarians | 57 | #559 of 1,485 | 12 | 3.4 | $2.6M | 95 | 10 |
| Gyms | 57 | #657 of 1,792 | 29 | 8.3 | $1.2M | 90 | 9 |
| Home repair trades | 57 | #708 of 2,057 | 44 | 12.6 | $2.2M | 92 | 41 |
| Coffee shops and cafes | 54 | #859 of 2,063 | 37 | 10.6 | $3.8M | 103 | 17 |
| Gyms, studios and classes | 54 | #882 of 2,088 | 62 | 17.7 | $548K | 83 | 9 |
| Dentists and orthodontists | 51 | #889 of 1,886 | 39 | 11.1 | $1.3M | 133 | 36 |
| Insurance agencies | 51 | #1,078 of 2,272 | 38 | 10.9 | $1.5M | 121 | 19 |
| Spas and skin care | 50 | #885 of 1,769 | 34 | 9.7 | $1.1M | 120 | 9 |
| Real estate agents and brokers | 50 | #1,064 of 2,176 | 82 | 23.4 | Index only | 113 | 13 |
| Yoga, Pilates and fitness studios | 49 | #403 of 777 | 10 | 2.9 | $3.4M | 84 | 9 |
| Physical therapy | 49 | #754 of 1,422 | 34 | 9.7 | $1.5M | 63 | 9 |
| Real estate | 47 | #1,244 of 2,229 | 105 | 30.0 | Index only | 111 | 23 |
| Pet stores | 45 | #572 of 974 | 9 | 2.6 | $3.4M | 76 | 3 |
| Electricians | 45 | #721 of 1,160 | 15 | 4.3 | $6.5M | 55 | 14 |
| Pet businesses | 44 | #1,366 of 2,200 | 55 | 15.7 | $564K | 64 | 19 |
| Pet grooming and boarding | 43 | #902 of 1,461 | 26 | 7.4 | $1.2M | 47 | 6 |
| Martial arts and dance studios | 41 | #917 of 1,334 | 23 | 6.6 | $1.5M | 73 | Under 3 |
| Doctors, dentists and clinics | 41 | #1,636 of 2,394 | 303 | 86.6 | $169K | 111 | 143 |
| Lawn, cleaning and pest control | 40 | #1,270 of 1,771 | 37 | 10.6 | $1.2M | 72 | 40 |
| Car washes and detailing | 37 | #1,062 of 1,451 | 20 | 5.7 | $1.9M | 76 | 9 |
| Landscaping and lawn care | 36 | #1,135 of 1,493 | 29 | 8.3 | $1.5M | 52 | 26 |
| Child care and preschools | 34 | #1,241 of 1,611 | 22 | 6.3 | $714K | 71 | 32 |
| Mortgage brokers and lenders | 26 | #830 of 887 | 17 | 4.9 | Index only | 76 | Under 3 |
| Laundromats | Not scored | Not scored | 4 | 1.1 | $18M | 144 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 4 | 1.1 | $9.6M | 70 | 7 |
| Home inspectors | Not scored | Not scored | 3 | 0.9 | Index only | 64 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 0.9 | $14.9M | 145 | Under 3 |
| Property management | Not scored | Not scored | 3 | 0.9 | Index only | 302 | 6 |
| Dry cleaners | Not scored | Not scored | 1 | 0.3 | $71.9M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.3 | $51.2M | Too few | 4 |
Household spending in Midland 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 | $38.5M | $1,100 | 115 |
| Gasoline and other fuels | $95.9M | $2,741 | 106 |
| Food away from home | $141.2M | $4,035 | 99 |
| Groceries | $214.9M | $6,142 | 97 |
| Personal care products and services | $35.8M | $1,022 | 102 |
| Child care and other personal services | $15.7M | $449 | 77 |
| Memberships, classes and admissions | $34M | $972 | 99 |
| Medical and dental services | $51.2M | $1,462 | 113 |
| Pets | $31M | $886 | 97 |
| Clothing, shoes and related services | $71.9M | $2,055 | 100 |
| Vehicle insurance | $57.8M | $1,653 | 84 |
| Home repairs, maintenance and insurance | $98.2M | $2,805 | 93 |
| Lawn care, cleaning and other household services | $44.6M | $1,274 | 90 |
| Rent and homeowner costs | $503.9M | $14,399 | 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 Midland County
- Population, 2025 estimate
- 83,754+0.3% since 2020
- Households
- 34,993
- Median age
- 42.5
- Homes lived in by their owners
- 78%
- Vehicles per household
- 1.8
- Land area
- 518 sq. mi.
- People per square mile
- 162
- Median household income
- $77,705+24.1% vs. 2015–2019, before inflation
- Average household income
- $104,160
- Median home value
- $195,400
- Jobs located here
- 33,850
- Daytime population
- 84,932Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Midland 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 Midland 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 Michigan 8
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- Saginaw County, MI188,665 people
- Gladwin County, MI25,693 people
- Isabella County, MI64,565 people
- Gratiot County, MI41,385 people
- Clare County, MI31,218 people
- Arenac County, MI15,077 people
- Ogemaw County, MI20,885 people
Questions
How fast is Midland County, MI growing?
Population estimates put Midland County at 83,754 people in 2025, up 0.3% since 2020, slower than the U.S. (+3.1%). It has 34,993 households. Against the 2015–2019 survey, median household income rose 24.1%, before inflation.
How much do households in Midland County, MI spend?
Households in Midland County spend about $503.9M a year on rent and homeowner costs, $214.9M on groceries and $141.2M on food away from home. Relative to the U.S., household spending in Midland County 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 (77).
Which business types have the highest market scores in Midland County, MI?
Of the business types scored in Midland County, tire shops (79), sit-down restaurants (75) and roofing and gutter companies (72) have the highest Groundwork market scores. For tire shops, that ranks #108 of 1,530 scored counties.
How does Midland County, MI compare with the U.S.?
Median household income in Midland County is $77,705, 4% 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 $195,400, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (2.1 times the U.S. rate) and lowest for primary care and pediatric clinics (60% 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. 49 of the 56 business types have a score in Midland 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 Midland 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 Michigan · Every U.S. market · How we measure
Screening a site or an acquisition in Midland 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 Midland 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.