Small-town market profile · Michigan
Owosso, MI area market data
Population, household spending and competition for 56 business types in the Owosso area, each scored against other small-town markets.
- Population, 2025
- 67,681
- −0.4% since 2020
- Households
- 28,126
- Median household income
- $67,404
- Median home value
- $171,600
- Jobs located here
- 14,880
- Highest market score
- 79
- Sit-down restaurants, #21 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Owosso area by name and distance, and the households and spending within reach. Or open the report at the center of the Owosso 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 67,681 people live in the Owosso area, in 28,126 households. Population estimates put the population change in the Owosso area from 2020 to 2025 at −0.4%, against +3.1% for the U.S. The median household income in the Owosso area is $67,404 a year, 17% below the U.S. median of $80,734.
Set against the U.S., households in the Owosso 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 (59).
The highest Groundwork market scores in the Owosso area are for sit-down restaurants (79); physical therapy clinics (78); and clothing, shoe and laundry businesses (78). The Owosso area ranks #21 of 538 scored small-town markets for sit-down restaurants.
The Owosso area is made up of one county, Shiawassee County. For its number of households, the Owosso area has the most map listings, relative to the U.S., for electricians (72% above the U.S. rate) and the fewest for clothing, shoe and laundry businesses (61% below the U.S. rate).
All 56 business types in the Owosso area
Highest Groundwork market score first. Each score compares the Owosso 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 |
|---|---|---|---|---|---|---|---|
| Sit-down restaurants | 79 | #21 of 538 | 81 | 28.8 | $1.2M | 188 | 31 |
| Physical therapy | 78 | #25 of 400 | 7 | 2.5 | $5.3M | 221 | 6 |
| Clothing, shoes and laundry | 78 | #37 of 536 | 26 | 9.2 | $2M | 224 | 4 |
| Restaurants and cafes | 76 | #42 of 538 | 185 | 65.8 | $546K | 147 | 96 |
| Clothing and shoe stores | 76 | #51 of 536 | 20 | 7.1 | $2.6M | 202 | 4 |
| Tire shops | 75 | #51 of 431 | 8 | 2.8 | $3.9M | 155 | 4 |
| Car washes and detailing | 73 | #64 of 441 | 10 | 3.6 | $3.1M | 123 | 3 |
| Nail salons | 72 | #39 of 387 | 6 | 2.1 | $4.3M | 259 | Under 3 |
| Collision repair and body shops | 71 | #54 of 387 | 8 | 2.8 | $3.9M | 126 | 6 |
| Chiropractors | 70 | #47 of 426 | 10 | 3.6 | $3.7M | 155 | 7 |
| Funeral homes | 69 | #68 of 365 | 8 | 2.8 | $528K | 78 | 3 |
| Grocery and convenience stores | 68 | #97 of 538 | 44 | 15.6 | $3.7M | 109 | 15 |
| Salons, barbers and spas | 67 | #74 of 538 | 91 | 32.4 | $285K | 134 | 11 |
| Auto repair shops | 67 | #93 of 538 | 59 | 21.0 | $525K | 118 | 28 |
| Grocery stores | 66 | #103 of 506 | 15 | 5.3 | $10.9M | 117 | 9 |
| Convenience stores | 66 | #120 of 529 | 21 | 7.5 | $7.8M | 98 | 6 |
| Gyms | 64 | #106 of 506 | 19 | 6.8 | $1.1M | 86 | 3 |
| Spas and skin care | 64 | #107 of 504 | 16 | 5.7 | $1.6M | 185 | Under 3 |
| Auto repair and car care | 64 | #133 of 538 | 105 | 37.3 | $295K | 110 | 42 |
| Coffee shops and cafes | 63 | #121 of 529 | 21 | 7.5 | $4.8M | 130 | 11 |
| Dentists and orthodontists | 62 | #146 of 526 | 23 | 8.2 | $1.6M | 164 | 18 |
| Primary care and pediatrics | 61 | #141 of 458 | 13 | 4.6 | $2.9M | 160 | 39 |
| Bakeries and dessert shops | 60 | #146 of 507 | 21 | 7.5 | $4.8M | 116 | 11 |
| Doctors, dentists and clinics | 60 | #167 of 538 | 153 | 54.4 | $242K | 159 | 77 |
| Gas stations | 60 | #168 of 536 | 44 | 15.6 | $1.8M | 76 | 21 |
| Real estate | 59 | #142 of 536 | 44 | 15.6 | Index only | 195 | 16 |
| Real estate agents and brokers | 58 | #154 of 533 | 35 | 12.4 | Index only | 195 | 9 |
| HVAC and plumbing | 57 | #158 of 476 | 12 | 4.3 | $5.9M | 124 | 23 |
| Hair salons | 57 | #188 of 538 | 57 | 20.3 | $455K | 106 | 10 |
| Gyms, studios and classes | 56 | #198 of 535 | 33 | 11.7 | $644K | 97 | 7 |
| Fast food and sandwich shops | 55 | #231 of 537 | 35 | 12.4 | $2.9M | 95 | 53 |
| Barbershops | 54 | #166 of 377 | 12 | 4.3 | $2.2M | 115 | Under 3 |
| Pizza | 54 | #216 of 520 | 22 | 7.8 | $4.6M | 90 | 53 |
| Mortgage brokers and lenders | 53 | #84 of 177 | 5 | 1.8 | Index only | 191 | Under 3 |
| Roofing and gutters | 53 | #120 of 288 | 7 | 2.5 | $10.1M | 120 | Under 3 |
| Martial arts and dance studios | 52 | #177 of 378 | 12 | 4.3 | $1.8M | 88 | 4 |
| Optometrists and eye care | 50 | #207 of 400 | 13 | 4.6 | $2.9M | 91 | 7 |
| Home repair trades | 48 | #291 of 526 | 31 | 11.0 | $2.3M | 94 | 42 |
| Pet stores | 44 | #136 of 220 | 8 | 2.8 | $2.7M | 60 | 3 |
| Child care and preschools | 43 | #292 of 454 | 14 | 5.0 | $693K | 69 | 14 |
| Insurance agencies | 39 | #362 of 537 | 39 | 13.9 | $1.2M | 99 | 26 |
| Lawn, cleaning and pest control | 38 | #349 of 481 | 24 | 8.5 | $1.3M | 80 | 30 |
| Pet grooming and boarding | 37 | #295 of 387 | 13 | 4.6 | $1.7M | 66 | 9 |
| Electricians | 35 | #240 of 295 | 12 | 4.3 | $5.9M | 49 | 19 |
| Landscaping and lawn care | 33 | #327 of 399 | 18 | 6.4 | $1.8M | 61 | 22 |
| Veterinarians | 32 | #323 of 398 | 14 | 5.0 | $1.6M | 57 | 11 |
| Pet businesses | 26 | #485 of 527 | 44 | 15.6 | $494K | 56 | 23 |
| Oil change and quick lube | Not scored | Not scored | 4 | 1.4 | $7.7M | 56 | Under 3 |
| House cleaning | Not scored | Not scored | 3 | 1.1 | $10.8M | 168 | 8 |
| Pest control | Not scored | Not scored | 3 | 1.1 | $10.8M | 105 | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 3 | 1.1 | $12.4M | 50 | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.7 | Index only | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 0.7 | $25.7M | Too few | Under 3 |
| Property management | Not scored | Not scored | 2 | 0.7 | Index only | Too few | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 0.7 | $10.6M | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Owosso 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 | $31M | $1,101 | 115 |
| Gasoline and other fuels | $80M | $2,843 | 110 |
| Food away from home | $101M | $3,590 | 88 |
| Groceries | $162.8M | $5,788 | 92 |
| Personal care products and services | $25.9M | $922 | 92 |
| Child care and other personal services | $9.7M | $345 | 59 |
| Memberships, classes and admissions | $21.2M | $755 | 77 |
| Medical and dental services | $37.1M | $1,319 | 102 |
| Pets | $21.7M | $773 | 85 |
| Clothing, shoes and related services | $51.3M | $1,824 | 89 |
| Vehicle insurance | $48.6M | $1,727 | 88 |
| Home repairs, maintenance and insurance | $71M | $2,523 | 84 |
| Lawn care, cleaning and other household services | $32.3M | $1,148 | 81 |
| Rent and homeowner costs | $372.4M | $13,240 | 79 |
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 Owosso area
- Population, 2025 estimate
- 67,681−0.4% since 2020
- Households
- 28,126
- Median age
- 43.7
- Homes lived in by their owners
- 80%
- Vehicles per household
- 2.0
- Land area
- 531 sq. mi.
- People per square mile
- 128
- Median household income
- $67,404
- Average household income
- $84,758
- Median home value
- $171,600
- Jobs located here
- 14,880
- Daytime population
- 55,429Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Owosso 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 Owosso 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 Owosso area 1
- Shiawassee County, MI67,991 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 Owosso, MI area growing?
Population estimates put the Owosso area at 67,681 people in 2025, down 0.4% since 2020, against +3.1% for the U.S. It has 28,126 households.
How much do households in the Owosso, MI area spend?
Households in the Owosso area spend about $372.4M a year on rent and homeowner costs, $162.8M on groceries and $101M on food away from home. Relative to the U.S., household spending in the Owosso 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 (59).
Which business types have the highest market scores in the Owosso, MI area?
Of the business types scored in the Owosso area, sit-down restaurants (79); physical therapy clinics (78); and clothing, shoe and laundry businesses (78) have the highest Groundwork market scores. For sit-down restaurants, that ranks #21 of 538 scored small-town markets.
How does the Owosso, MI area compare with the U.S.?
Median household income in the Owosso area is $67,404, 17% below the U.S. median of $80,734. The population fell 0.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $171,600, against $332,700 for the U.S. Against the U.S., map listings per household run highest for electricians (72% above the U.S. rate) and lowest for clothing, shoe and laundry businesses (61% 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. 47 of the 56 business types have a score in the Owosso 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 Owosso 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 Owosso 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 Owosso 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.