Metro area profile · Michigan
Midland, MI metro area market data
Population, household spending and competition for 56 business types in the Midland metro area, each scored against other metro areas.
- 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
- 80
- Tire shops, #15 of 386 scored metro areas
A site report maps the competitors on map listings around any address in the Midland metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Midland 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 83,754 people live in the Midland metro area, in 34,993 households. Population estimates put the population change in the Midland metro area from 2020 to 2025 at +0.3%, slower than the U.S. (+3.1%). The median household income in the Midland metro area 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 the Midland 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 (77).
The highest Groundwork market scores in the Midland metro area are for tire shops (80); sit-down restaurants (79); and clothing, shoe and laundry businesses (79). The Midland metro area ranks #15 of 386 scored metro areas for tire shops.
The Midland metro area is made up of one county, Midland County. For its number of households, the Midland metro area 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 the Midland metro area
Highest Groundwork market score first. Each score compares the Midland 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 |
|---|---|---|---|---|---|---|---|
| Tire shops | 80 | #15 of 386 | 8 | 2.3 | $4.8M | 192 | 3 |
| Sit-down restaurants | 79 | #15 of 387 | 128 | 36.6 | $1.1M | 166 | 43 |
| Clothing, shoes and laundry | 79 | #22 of 387 | 50 | 14.3 | $1.4M | 163 | 11 |
| Clothing and shoe stores | 77 | #26 of 387 | 39 | 11.1 | $1.8M | 145 | 11 |
| Restaurants and cafes | 77 | #27 of 387 | 269 | 76.9 | $525K | 142 | 128 |
| Auto repair shops | 73 | #40 of 387 | 59 | 16.9 | $652K | 147 | 32 |
| Salons, barbers and spas | 72 | #17 of 387 | 134 | 38.3 | $267K | 125 | 23 |
| Barbershops | 72 | #34 of 387 | 10 | 2.9 | $3.6M | 190 | Under 3 |
| Roofing and gutters | 72 | #34 of 381 | 7 | 2.0 | $14M | 166 | 3 |
| Nail salons | 71 | #32 of 387 | 12 | 3.4 | $3M | 178 | Under 3 |
| Collision repair and body shops | 67 | #80 of 381 | 10 | 2.9 | $3.8M | 125 | 7 |
| Fast food and sandwich shops | 67 | #91 of 387 | 38 | 10.9 | $3.7M | 122 | 66 |
| Hair salons | 66 | #53 of 387 | 74 | 21.1 | $483K | 112 | 14 |
| Pizza | 65 | #90 of 387 | 22 | 6.3 | $6.4M | 126 | 66 |
| Funeral homes | 64 | #97 of 377 | 5 | 1.4 | $1.1M | 160 | 4 |
| House cleaning | 62 | #85 of 375 | 5 | 1.4 | $8.9M | 139 | 14 |
| Primary care and pediatrics | 61 | #111 of 387 | 10 | 2.9 | $5.1M | 287 | 77 |
| Grocery and convenience stores | 60 | #126 of 387 | 54 | 15.4 | $4M | 117 | 21 |
| Dentists and orthodontists | 59 | #125 of 387 | 39 | 11.1 | $1.3M | 133 | 36 |
| Auto repair and car care | 59 | #129 of 387 | 123 | 35.1 | $313K | 116 | 53 |
| Bakeries and dessert shops | 58 | #134 of 387 | 31 | 8.9 | $4.6M | 110 | 17 |
| Insurance agencies | 58 | #138 of 387 | 38 | 10.9 | $1.5M | 121 | 19 |
| Convenience stores | 58 | #144 of 387 | 20 | 5.7 | $10.7M | 136 | 10 |
| Optometrists and eye care | 57 | #127 of 386 | 15 | 4.3 | $3.4M | 109 | 6 |
| Home repair trades | 57 | #136 of 387 | 44 | 12.6 | $2.2M | 92 | 41 |
| Chiropractors | 55 | #155 of 386 | 19 | 5.4 | $2.7M | 113 | 11 |
| Grocery stores | 55 | #165 of 387 | 22 | 6.3 | $9.8M | 105 | 11 |
| Real estate | 54 | #147 of 387 | 105 | 30.0 | Index only | 111 | 23 |
| Real estate agents and brokers | 53 | #154 of 387 | 82 | 23.4 | Index only | 113 | 13 |
| Gyms, studios and classes | 53 | #158 of 387 | 62 | 17.7 | $548K | 83 | 9 |
| Gyms | 53 | #161 of 387 | 29 | 8.3 | $1.2M | 90 | 9 |
| Coffee shops and cafes | 53 | #173 of 387 | 37 | 10.6 | $3.8M | 103 | 17 |
| HVAC and plumbing | 53 | #175 of 387 | 22 | 6.3 | $4.5M | 94 | 24 |
| Gas stations | 53 | #176 of 387 | 37 | 10.6 | $2.6M | 109 | 26 |
| Doctors, dentists and clinics | 51 | #181 of 387 | 303 | 86.6 | $169K | 111 | 143 |
| Spas and skin care | 51 | #181 of 387 | 34 | 9.7 | $1.1M | 120 | 9 |
| Veterinarians | 46 | #221 of 384 | 12 | 3.4 | $2.6M | 95 | 10 |
| Physical therapy | 46 | #223 of 386 | 34 | 9.7 | $1.5M | 63 | 9 |
| Yoga, Pilates and fitness studios | 44 | #224 of 347 | 10 | 2.9 | $3.4M | 84 | 9 |
| Lawn, cleaning and pest control | 40 | #269 of 387 | 37 | 10.6 | $1.2M | 72 | 40 |
| Electricians | 40 | #276 of 383 | 15 | 4.3 | $6.5M | 55 | 14 |
| Pet grooming and boarding | 36 | #303 of 386 | 26 | 7.4 | $1.2M | 47 | 6 |
| Pet stores | 35 | #306 of 382 | 9 | 2.6 | $3.4M | 76 | 3 |
| Pet businesses | 34 | #316 of 387 | 55 | 15.7 | $564K | 64 | 19 |
| Martial arts and dance studios | 34 | #334 of 387 | 23 | 6.6 | $1.5M | 73 | Under 3 |
| Landscaping and lawn care | 31 | #322 of 385 | 29 | 8.3 | $1.5M | 52 | 26 |
| Car washes and detailing | 31 | #336 of 387 | 20 | 5.7 | $1.9M | 76 | 9 |
| Child care and preschools | 24 | #361 of 387 | 22 | 6.3 | $714K | 71 | 32 |
| Mortgage brokers and lenders | 23 | #370 of 373 | 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 the Midland 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 | $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 the Midland metro area
- 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 the Midland 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 Midland 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 Midland metro area 1
- Midland County, MI83,757 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 Midland, MI metro area growing?
Population estimates put the Midland metro area 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 the Midland, MI metro area spend?
Households in the Midland metro area 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 the Midland 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 (77).
Which business types have the highest market scores in the Midland, MI metro area?
Of the business types scored in the Midland metro area, tire shops (80); sit-down restaurants (79); and clothing, shoe and laundry businesses (79) have the highest Groundwork market scores. For tire shops, that ranks #15 of 386 scored metro areas.
How does the Midland, MI metro area compare with the U.S.?
Median household income in the Midland metro area 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 the Midland 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 Midland 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.
All markets in Michigan · Every U.S. market · How we measure
Screening a site or an acquisition in the Midland 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 Midland 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.