County profile · Michigan
Oceana County, MI market data
How Oceana County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 27,177
- +1.7% since 2020
- Households
- 10,419
- Median household income
- $62,417
- +24.6% vs. 2015–2019, before inflation
- Median home value
- $190,100
- Jobs located here
- 5,895
- Highest market score
- 79
- Dentists and orthodontists, #81 of 1,886 scored counties
A site report maps the competitors on map listings around any address in Oceana County by name and distance, and the households and spending within reach. Or open the report at the center of Oceana 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
Oceana County has an estimated 27,177 people and 10,419 households. Population estimates show Oceana County grew 1.7% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in Oceana County is $62,417, 23% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 24.6%, before inflation.
Relative to the U.S., household spending in Oceana County runs highest on vehicle maintenance and repairs (an index of 118, where 100 is the U.S. average) and lowest on child care and other personal services (56).
Of the business types scored in Oceana County, dentists and orthodontists (79), fast food and sandwich shops (77) and medical and dental practices (74) have the highest Groundwork market scores. For dentists and orthodontists, that ranks #81 of 1,886 scored counties.
Against the U.S., map listings per household run highest for convenience stores (2.4 times the U.S. rate) and lowest for salons, barbers and spas (57% below the U.S. rate).
All 56 business types in Oceana County
Highest Groundwork market score first. Each score compares Oceana 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 |
|---|---|---|---|---|---|---|---|
| Dentists and orthodontists | 79 | #81 of 1,886 | 6 | 5.8 | $2.2M | 228 | 4 |
| Fast food and sandwich shops | 77 | #177 of 2,222 | 6 | 5.8 | $6M | 197 | 10 |
| Doctors, dentists and clinics | 74 | #239 of 2,394 | 41 | 39.4 | $328K | 215 | 11 |
| Insurance agencies | 73 | #374 of 2,272 | 6 | 5.8 | $3.1M | 246 | 3 |
| Salons, barbers and spas | 72 | #223 of 2,385 | 21 | 20.2 | $445K | 209 | 5 |
| Gyms, studios and classes | 71 | #216 of 2,088 | 5 | 4.8 | $1.5M | 229 | Under 3 |
| Hair salons | 65 | #439 of 2,339 | 14 | 13.4 | $667K | 155 | 5 |
| Home repair trades | 60 | #582 of 2,057 | 10 | 9.6 | $2.6M | 107 | 10 |
| Chiropractors | 58 | #513 of 1,490 | 5 | 4.8 | $2.7M | 112 | 3 |
| Pizza | 57 | #764 of 2,090 | 9 | 8.6 | $4M | 79 | 10 |
| Clothing, shoes and laundry | 55 | #909 of 2,210 | 15 | 14.4 | $1.2M | 140 | 6 |
| Clothing and shoe stores | 52 | #972 of 2,087 | 12 | 11.5 | $1.5M | 122 | 6 |
| Coffee shops and cafes | 51 | #964 of 2,063 | 8 | 7.7 | $4.5M | 122 | 6 |
| Collision repair and body shops | 48 | #709 of 1,327 | 5 | 4.8 | $2.3M | 76 | 3 |
| Lawn, cleaning and pest control | 48 | #930 of 1,771 | 8 | 7.7 | $1.5M | 87 | 9 |
| Auto repair and car care | 48 | #1,317 of 2,401 | 54 | 51.8 | $218K | 81 | 15 |
| Optometrists and eye care | 47 | #749 of 1,302 | 5 | 4.8 | $2.7M | 86 | Under 3 |
| Gas stations | 46 | #1,351 of 2,358 | 15 | 14.4 | $2M | 85 | 16 |
| Real estate | 45 | #1,346 of 2,229 | 25 | 24.0 | Index only | 125 | 7 |
| Sit-down restaurants | 45 | #1,403 of 2,405 | 47 | 45.1 | $768K | 116 | 22 |
| Restaurants and cafes | 45 | #1,417 of 2,405 | 106 | 101.7 | $340K | 92 | 38 |
| Real estate agents and brokers | 43 | #1,429 of 2,176 | 23 | 22.1 | Index only | 108 | 4 |
| Auto repair shops | 40 | #1,674 of 2,378 | 33 | 31.7 | $356K | 80 | 14 |
| Pet businesses | 39 | #1,578 of 2,200 | 16 | 15.4 | $483K | 55 | 4 |
| Convenience stores | 34 | #1,694 of 2,261 | 20 | 19.2 | $3M | 38 | 3 |
| Child care and preschools | 33 | #1,282 of 1,611 | 7 | 6.7 | $484K | 48 | 5 |
| Bakeries and dessert shops | 29 | #1,665 of 1,889 | 24 | 23.0 | $1.5M | 36 | 6 |
| Grocery stores | 29 | #1,688 of 2,070 | 14 | 13.4 | $4.2M | 45 | 5 |
| Landscaping and lawn care | 28 | #1,328 of 1,493 | 8 | 7.7 | $1.5M | 50 | 9 |
| Grocery and convenience stores | 28 | #2,032 of 2,402 | 45 | 43.2 | $1.3M | 39 | 8 |
| Pet grooming and boarding | 20 | #1,363 of 1,461 | 8 | 7.7 | $967K | 38 | Under 3 |
| Car washes and detailing | Not scored | Not scored | 4 | 3.8 | $2.9M | 117 | Under 3 |
| Electricians | Not scored | Not scored | 4 | 3.8 | $6.5M | 54 | Under 3 |
| Gyms | Not scored | Not scored | 4 | 3.8 | $1.9M | 146 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 4 | 3.8 | $6.5M | 77 | 3 |
| Spas and skin care | Not scored | Not scored | 4 | 3.8 | $2.3M | 267 | Under 3 |
| Tire shops | Not scored | Not scored | 4 | 3.8 | $2.9M | 117 | Under 3 |
| Funeral homes | Not scored | Not scored | 3 | 2.9 | $572K | 84 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 2.9 | $6.2M | 49 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 3 | 2.9 | $4.5M | 252 | 4 |
| Veterinarians | Not scored | Not scored | 3 | 2.9 | $2.6M | 95 | 4 |
| HVAC and plumbing | Not scored | Not scored | 2 | 1.9 | $13M | Too few | 7 |
| Nail salons | Not scored | Not scored | 2 | 1.9 | $4.7M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 1.9 | $3.9M | Too few | Under 3 |
| Barbershops | Not scored | Not scored | 1 | 1.0 | $9.3M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 1.0 | Index only | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 1 | 1.0 | $13.5M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 1.0 | Index only | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 1.0 | $7.6M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| House cleaning | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Oceana 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 | $11.7M | $1,127 | 118 |
| Gasoline and other fuels | $30.3M | $2,906 | 112 |
| Food away from home | $36.1M | $3,463 | 85 |
| Groceries | $59.1M | $5,674 | 90 |
| Personal care products and services | $9.3M | $897 | 89 |
| Child care and other personal services | $3.4M | $325 | 56 |
| Memberships, classes and admissions | $7.6M | $729 | 74 |
| Medical and dental services | $13.5M | $1,292 | 100 |
| Pets | $7.7M | $742 | 82 |
| Clothing, shoes and related services | $18.5M | $1,779 | 87 |
| Vehicle insurance | $18.5M | $1,779 | 91 |
| Home repairs, maintenance and insurance | $25.9M | $2,487 | 82 |
| Lawn care, cleaning and other household services | $11.7M | $1,127 | 80 |
| Rent and homeowner costs | $135.5M | $13,005 | 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 Oceana County
- Population, 2025 estimate
- 27,177+1.7% since 2020
- Households
- 10,419
- Median age
- 44.4
- Homes lived in by their owners
- 84%
- Vehicles per household
- 2.0
- Land area
- 538 sq. mi.
- People per square mile
- 50
- Median household income
- $62,417+24.6% vs. 2015–2019, before inflation
- Average household income
- $82,476
- Median home value
- $190,100
- Jobs located here
- 5,895
- Daytime population
- 22,540Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Oceana 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 Oceana 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 Oceana County, MI growing?
Population estimates put Oceana County at 27,177 people in 2025, up 1.7% since 2020, slower than the U.S. (+3.1%). It has 10,419 households. Median household income rose 24.6% from the 2015–2019 survey, before inflation.
How much do households in Oceana County, MI spend?
Households in Oceana County spend about $135.5M a year on rent and homeowner costs, $59.1M on groceries and $36.1M on food away from home. Set against the U.S., households in Oceana County spend the most on vehicle maintenance and repairs (an index of 118, where 100 is the U.S. average) and the least on child care and other personal services (56).
Which business types have the highest market scores in Oceana County, MI?
The highest Groundwork market scores in Oceana County are for dentists and orthodontists (79), fast food and sandwich shops (77) and medical and dental practices (74). Oceana County ranks #81 of 1,886 scored counties for dentists and orthodontists.
How does Oceana County, MI compare with the U.S.?
The median household income in Oceana County is $62,417 a year, 23% below the U.S. median of $80,734. The population rose 1.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $190,100, against $332,700 for the U.S. For its number of households, Oceana County has the most map listings, relative to the U.S., for convenience stores (2.4 times the U.S. rate) and the fewest for salons, barbers and spas (57% 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. 31 of the 56 business types have a score in Oceana 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 Oceana 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 Oceana 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 Oceana 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.