County profile · Minnesota
Houston County, MN market data
Population, household spending and competition for 56 business types in Houston County, each scored against other counties.
- Population, 2025
- 18,400
- −2.3% since 2020
- Households
- 8,134
- Median household income
- $79,825
- +32.2% vs. 2015–2019, before inflation
- Median home value
- $239,000
- Jobs located here
- 5,470
- Highest market score
- 76
- Restaurants and cafes, #215 of 2,405 scored counties
A site report maps the competitors on map listings around any address in Houston County by name and distance, and the households and spending within reach. Or open the report at the center of Houston 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 18,400 people live in Houston County, in 8,134 households. Population estimates show Houston County declined 2.3% from 2020 to 2025, against +3.1% for the U.S. The median household income in Houston County is $79,825 a year, in line with the U.S. median of $80,734. That rose 32.2% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Houston County spend the most on vehicle maintenance and repairs (an index of 126, where 100 is the U.S. average) and the least on child care and other personal services (73).
The highest Groundwork market scores in Houston County are for restaurants and cafes (76), sit-down restaurants (73) and medical and dental practices (70). Houston County ranks #215 of 2,405 scored counties for restaurants and cafes.
Houston County is part of the La Crosse-Onalaska metro area. For its number of households, Houston County has the most map listings, relative to the U.S., for coffee shops and cafes (23% above the U.S. rate) and the fewest for medical and dental practices (61% below the U.S. rate).
All 56 business types in Houston County
Highest Groundwork market score first. Each score compares Houston 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 |
|---|---|---|---|---|---|---|---|
| Restaurants and cafes | 76 | #215 of 2,405 | 46 | 56.6 | $702K | 189 | 17 |
| Sit-down restaurants | 73 | #290 of 2,405 | 20 | 24.6 | $1.6M | 243 | 10 |
| Doctors, dentists and clinics | 70 | #333 of 2,394 | 27 | 33.2 | $434K | 285 | 14 |
| Clothing, shoes and laundry | 70 | #360 of 2,210 | 5 | 6.1 | $3.3M | 370 | Under 3 |
| Clothing and shoe stores | 68 | #419 of 2,087 | 5 | 6.1 | $3.3M | 256 | Under 3 |
| Pet businesses | 67 | #376 of 2,200 | 5 | 6.1 | $1.4M | 159 | Under 3 |
| Gyms, studios and classes | 65 | #402 of 2,088 | 8 | 9.8 | $944K | 143 | Under 3 |
| Dentists and orthodontists | 64 | #439 of 1,886 | 8 | 9.8 | $1.5M | 149 | 4 |
| Salons, barbers and spas | 64 | #481 of 2,385 | 18 | 22.1 | $457K | 215 | 6 |
| Spas and skin care | 63 | #412 of 1,769 | 5 | 6.1 | $1.6M | 188 | Under 3 |
| Auto repair and car care | 63 | #605 of 2,401 | 23 | 28.3 | $428K | 159 | 13 |
| Auto repair shops | 60 | #711 of 2,378 | 15 | 18.4 | $656K | 147 | 10 |
| Hair salons | 59 | #712 of 2,339 | 12 | 14.8 | $685K | 159 | 5 |
| Real estate agents and brokers | 58 | #644 of 2,176 | 11 | 13.5 | Index only | 193 | 3 |
| Gas stations | 58 | #818 of 2,358 | 8 | 9.8 | $3.1M | 129 | 10 |
| Convenience stores | 54 | #979 of 2,261 | 7 | 8.6 | $7.1M | 90 | Under 3 |
| Grocery and convenience stores | 54 | #1,033 of 2,402 | 18 | 22.1 | $2.8M | 82 | 4 |
| Gyms | 53 | #799 of 1,792 | 6 | 7.4 | $1.3M | 97 | Under 3 |
| Lawn, cleaning and pest control | 50 | #843 of 1,771 | 5 | 6.1 | $2M | 121 | 11 |
| Real estate | 50 | #1,070 of 2,229 | 16 | 19.7 | Index only | 167 | 7 |
| Grocery stores | 49 | #1,038 of 2,070 | 5 | 6.1 | $10M | 107 | 4 |
| Coffee shops and cafes | 46 | #1,185 of 2,063 | 11 | 13.5 | $2.9M | 79 | 3 |
| Home repair trades | 44 | #1,312 of 2,057 | 10 | 12.3 | $2.2M | 93 | 13 |
| Chiropractors | 43 | #923 of 1,490 | 5 | 6.1 | $2.3M | 98 | 4 |
| Child care and preschools | 40 | #1,105 of 1,611 | 5 | 6.1 | $687K | 69 | 4 |
| Insurance agencies | 39 | #1,482 of 2,272 | 9 | 11.1 | $1.7M | 133 | 9 |
| Funeral homes | 25 | #1,331 of 1,472 | 8 | 9.8 | $173K | 26 | 3 |
| Electricians | 18 | #1,114 of 1,160 | 5 | 6.1 | $4.5M | 37 | 8 |
| HVAC and plumbing | Not scored | Not scored | 4 | 4.9 | $5.6M | 118 | 5 |
| Pizza | Not scored | Not scored | 4 | 4.9 | $8.1M | 159 | 4 |
| Bakeries and dessert shops | Not scored | Not scored | 3 | 3.7 | $10.8M | 260 | 3 |
| Collision repair and body shops | Not scored | Not scored | 3 | 3.7 | $3.3M | 106 | Under 3 |
| Fast food and sandwich shops | Not scored | Not scored | 3 | 3.7 | $10.8M | 353 | 4 |
| Landscaping and lawn care | Not scored | Not scored | 3 | 3.7 | $3.4M | 116 | 11 |
| Physical therapy | Not scored | Not scored | 3 | 3.7 | $3.9M | 163 | 3 |
| Property management | Not scored | Not scored | 3 | 3.7 | Index only | 70 | Under 3 |
| Veterinarians | Not scored | Not scored | 3 | 3.7 | $2.3M | 86 | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 2.5 | $5.1M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 2 | 2.5 | $3.8M | Too few | Under 3 |
| Car washes and detailing | Not scored | Not scored | 1 | 1.2 | $9.8M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 1.2 | Index only | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 1.2 | Index only | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 1 | 1.2 | $8.2M | Too few | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 1 | 1.2 | $7M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 1.2 | $7M | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 1 | 1.2 | $11.7M | Too few | 3 |
| Roofing and gutters | Not scored | Not scored | 1 | 1.2 | $22.5M | Too few | Under 3 |
| Tire shops | Not scored | Not scored | 1 | 1.2 | $9.8M | Too few | Under 3 |
| Barbershops | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Laundromats | 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 |
| Optometrists and eye care | 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 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Houston 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 | $9.8M | $1,209 | 126 |
| Gasoline and other fuels | $24.7M | $3,037 | 117 |
| Food away from home | $32.3M | $3,969 | 98 |
| Groceries | $49.8M | $6,116 | 97 |
| Personal care products and services | $8.2M | $1,010 | 101 |
| Child care and other personal services | $3.4M | $423 | 73 |
| Memberships, classes and admissions | $7.6M | $929 | 94 |
| Medical and dental services | $11.7M | $1,441 | 112 |
| Pets | $7M | $861 | 95 |
| Clothing, shoes and related services | $16.3M | $2,002 | 97 |
| Vehicle insurance | $15M | $1,841 | 94 |
| Home repairs, maintenance and insurance | $22.5M | $2,764 | 92 |
| Lawn care, cleaning and other household services | $10.2M | $1,252 | 89 |
| Rent and homeowner costs | $115.9M | $14,250 | 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 Houston County
- Population, 2025 estimate
- 18,400−2.3% since 2020
- Households
- 8,134
- Median age
- 45.5
- Homes lived in by their owners
- 83%
- Vehicles per household
- 2.1
- Land area
- 552 sq. mi.
- People per square mile
- 34
- Median household income
- $79,825+32.2% vs. 2015–2019, before inflation
- Average household income
- $101,996
- Median home value
- $239,000
- Jobs located here
- 5,470
- Daytime population
- 15,004Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Houston 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 Houston 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 Minnesota 8
- Winona County, MN49,779 people
- Fillmore County, MN21,414 people
- Wabasha County, MN21,565 people
- Olmsted County, MN164,498 people
- Dodge County, MN21,045 people
- Mower County, MN40,343 people
- Goodhue County, MN47,943 people
- Steele County, MN37,439 people
Questions
How fast is Houston County, MN growing?
Population estimates put Houston County at 18,400 people in 2025, down 2.3% since 2020, against +3.1% for the U.S. It has 8,134 households. Against the 2015–2019 survey, median household income rose 32.2%, before inflation.
How much do households in Houston County, MN spend?
Households in Houston County spend about $115.9M a year on rent and homeowner costs, $49.8M on groceries and $32.3M on food away from home. Relative to the U.S., household spending in Houston County runs highest on vehicle maintenance and repairs (an index of 126, where 100 is the U.S. average) and lowest on child care and other personal services (73).
Which business types have the highest market scores in Houston County, MN?
Of the business types scored in Houston County, restaurants and cafes (76), sit-down restaurants (73) and medical and dental practices (70) have the highest Groundwork market scores. For restaurants and cafes, that ranks #215 of 2,405 scored counties.
How does Houston County, MN compare with the U.S.?
Median household income in Houston County is $79,825, in line with the U.S. median of $80,734. The population fell 2.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $239,000, against $332,700 for the U.S. Against the U.S., map listings per household run highest for coffee shops and cafes (23% above the U.S. rate) and lowest for medical and dental practices (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. 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. 28 of the 56 business types have a score in Houston 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 Houston 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 Minnesota · Every U.S. market · How we measure
Screening a site or an acquisition in Houston 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 Houston 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.