County profile · Minnesota
Morrison County, MN market data
Population, household spending and competition for 56 business types in Morrison County, each scored against other counties.
- Population, 2025
- 34,620
- +1.9% since 2020
- Households
- 14,084
- Median household income
- $69,446
- +20.1% vs. 2015–2019, before inflation
- Median home value
- $248,500
- Jobs located here
- 10,632
- Highest market score
- 82
- Dentists and orthodontists, #47 of 1,886 scored counties
A site report maps the competitors on map listings around any address in Morrison County by name and distance, and the households and spending within reach. Or open the report at the center of Morrison 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 34,620 people live in Morrison County, in 14,084 households. Between 2020 and 2025, the population of Morrison County grew 1.9%, slower than the U.S. (+3.1%). The median household income in Morrison County is $69,446 a year, 14% below the U.S. median of $80,734. That rose 20.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Morrison County spend the most on vehicle maintenance and repairs (an index of 131, where 100 is the U.S. average) and the least on child care and other personal services (64).
The highest Groundwork market scores in Morrison County are for dentists and orthodontists (82); salons, barbers and spas (76); and bakeries and dessert shops (74). Morrison County ranks #47 of 1,886 scored counties for dentists and orthodontists.
For its number of households, Morrison County has the most map listings, relative to the U.S., for landscaping and lawn care companies (4.2 times the U.S. rate) and the fewest for medical and dental practices (56% below the U.S. rate).
All 56 business types in Morrison County
Highest Groundwork market score first. Each score compares Morrison 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 | 82 | #47 of 1,886 | 5 | 3.6 | $3.8M | 387 | 6 |
| Salons, barbers and spas | 76 | #145 of 2,385 | 37 | 26.3 | $359K | 169 | 4 |
| Bakeries and dessert shops | 74 | #181 of 1,889 | 8 | 5.7 | $6.5M | 157 | 4 |
| Gyms, studios and classes | 73 | #175 of 2,088 | 11 | 7.8 | $1M | 156 | 4 |
| Doctors, dentists and clinics | 73 | #253 of 2,394 | 52 | 36.9 | $366K | 240 | 26 |
| Coffee shops and cafes | 71 | #276 of 2,063 | 10 | 7.1 | $5.2M | 140 | 4 |
| Car washes and detailing | 68 | #288 of 1,451 | 7 | 5.0 | $2.5M | 100 | Under 3 |
| Pizza | 67 | #393 of 2,090 | 8 | 5.7 | $6.5M | 128 | 24 |
| Hair salons | 67 | #403 of 2,339 | 28 | 19.9 | $475K | 110 | 3 |
| Sit-down restaurants | 65 | #529 of 2,405 | 59 | 41.9 | $880K | 133 | 20 |
| Physical therapy | 64 | #334 of 1,422 | 5 | 3.6 | $3.8M | 158 | 6 |
| Gyms | 64 | #386 of 1,792 | 7 | 5.0 | $1.6M | 125 | 4 |
| Clothing, shoes and laundry | 64 | #570 of 2,210 | 22 | 15.6 | $1.2M | 137 | 5 |
| Tire shops | 62 | #481 of 1,530 | 8 | 5.7 | $2.2M | 88 | Under 3 |
| Optometrists and eye care | 60 | #418 of 1,302 | 5 | 3.6 | $3.8M | 122 | 3 |
| Clothing and shoe stores | 59 | #724 of 2,087 | 18 | 12.8 | $1.5M | 116 | 5 |
| Restaurants and cafes | 59 | #808 of 2,405 | 131 | 93.0 | $397K | 107 | 48 |
| Home repair trades | 58 | #671 of 2,057 | 16 | 11.4 | $2.3M | 94 | 12 |
| Real estate | 58 | #678 of 2,229 | 29 | 20.6 | Index only | 151 | 5 |
| Fast food and sandwich shops | 54 | #999 of 2,222 | 19 | 13.5 | $2.7M | 90 | 24 |
| Real estate agents and brokers | 52 | #952 of 2,176 | 27 | 19.2 | Index only | 129 | 5 |
| Auto repair and car care | 52 | #1,131 of 2,401 | 63 | 44.7 | $280K | 104 | 31 |
| HVAC and plumbing | 51 | #834 of 1,707 | 10 | 7.1 | $3.6M | 77 | 7 |
| Auto repair shops | 46 | #1,392 of 2,378 | 41 | 29.1 | $431K | 97 | 28 |
| Child care and preschools | 45 | #963 of 1,611 | 8 | 5.7 | $649K | 65 | 6 |
| Grocery stores | 45 | #1,167 of 2,070 | 9 | 6.4 | $9.2M | 99 | 10 |
| Gas stations | 45 | #1,408 of 2,358 | 27 | 19.2 | $1.7M | 70 | 24 |
| Collision repair and body shops | 44 | #798 of 1,327 | 7 | 5.0 | $2.5M | 82 | 7 |
| Funeral homes | 44 | #884 of 1,472 | 8 | 5.7 | $285K | 42 | Under 3 |
| Veterinarians | 40 | #991 of 1,485 | 7 | 5.0 | $1.6M | 59 | 4 |
| Convenience stores | 39 | #1,525 of 2,261 | 21 | 14.9 | $3.9M | 50 | Under 3 |
| Insurance agencies | 37 | #1,567 of 2,272 | 21 | 14.9 | $1.3M | 104 | 19 |
| Pet businesses | 35 | #1,734 of 2,200 | 24 | 17.0 | $469K | 53 | 8 |
| Grocery and convenience stores | 35 | #1,797 of 2,402 | 43 | 30.5 | $1.9M | 57 | 12 |
| Chiropractors | 34 | #1,189 of 1,490 | 16 | 11.4 | $1.2M | 50 | 6 |
| Pet grooming and boarding | 32 | #1,147 of 1,461 | 8 | 5.7 | $1.4M | 55 | 4 |
| Lawn, cleaning and pest control | 15 | #1,764 of 1,771 | 33 | 23.4 | $503K | 30 | 52 |
| Landscaping and lawn care | 14 | #1,480 of 1,493 | 28 | 19.9 | $593K | 20 | 46 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 2.8 | $2.8M | 141 | Under 3 |
| Nail salons | Not scored | Not scored | 4 | 2.8 | $3.3M | 199 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 4 | 2.8 | $9.1M | 108 | Under 3 |
| Barbershops | Not scored | Not scored | 3 | 2.1 | $4.4M | 235 | Under 3 |
| House cleaning | Not scored | Not scored | 3 | 2.1 | $5.5M | 86 | 6 |
| Electricians | Not scored | Not scored | 2 | 1.4 | $18.2M | Too few | 5 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.4 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.4 | $8.3M | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 1.4 | $9.5M | Too few | 5 |
| Spas and skin care | Not scored | Not scored | 2 | 1.4 | $6.6M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 0.7 | $26.5M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 0.7 | $11.2M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | 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 |
| Property management | 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 | 4 |
Household spending in Morrison 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 | $17.7M | $1,253 | 131 |
| Gasoline and other fuels | $45.2M | $3,206 | 124 |
| Food away from home | $51.9M | $3,688 | 91 |
| Groceries | $82.5M | $5,858 | 93 |
| Personal care products and services | $13.3M | $944 | 94 |
| Child care and other personal services | $5.2M | $369 | 64 |
| Memberships, classes and admissions | $11.4M | $809 | 82 |
| Medical and dental services | $19M | $1,352 | 105 |
| Pets | $11.2M | $799 | 88 |
| Clothing, shoes and related services | $26.5M | $1,881 | 92 |
| Vehicle insurance | $27.4M | $1,947 | 100 |
| Home repairs, maintenance and insurance | $36.4M | $2,585 | 86 |
| Lawn care, cleaning and other household services | $16.6M | $1,178 | 83 |
| Rent and homeowner costs | $190M | $13,488 | 81 |
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 Morrison County
- Population, 2025 estimate
- 34,620+1.9% since 2020
- Households
- 14,084
- Median age
- 43.4
- Homes lived in by their owners
- 81%
- Vehicles per household
- 2.2
- Land area
- 1,125 sq. mi.
- People per square mile
- 30
- Median household income
- $69,446+20.1% vs. 2015–2019, before inflation
- Average household income
- $88,368
- Median home value
- $248,500
- Jobs located here
- 10,632
- Daytime population
- 29,184Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Morrison 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 Morrison 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
- Benton County, MN41,593 people
- Todd County, MN25,575 people
- Stearns County, MN160,865 people
- Crow Wing County, MN67,686 people
- Mille Lacs County, MN27,125 people
- Sherburne County, MN100,560 people
- Kanabec County, MN16,390 people
- Wadena County, MN14,256 people
Questions
How fast is Morrison County, MN growing?
Population estimates put Morrison County at 34,620 people in 2025, up 1.9% since 2020, slower than the U.S. (+3.1%). It has 14,084 households. Against the 2015–2019 survey, median household income rose 20.1%, before inflation.
How much do households in Morrison County, MN spend?
Households in Morrison County spend about $190M a year on rent and homeowner costs, $82.5M on groceries and $51.9M on food away from home. Relative to the U.S., household spending in Morrison County runs highest on vehicle maintenance and repairs (an index of 131, where 100 is the U.S. average) and lowest on child care and other personal services (64).
Which business types have the highest market scores in Morrison County, MN?
Of the business types scored in Morrison County, dentists and orthodontists (82); salons, barbers and spas (76); and bakeries and dessert shops (74) have the highest Groundwork market scores. For dentists and orthodontists, that ranks #47 of 1,886 scored counties.
How does Morrison County, MN compare with the U.S.?
Median household income in Morrison County is $69,446, 14% below the U.S. median of $80,734. The population rose 1.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $248,500, against $332,700 for the U.S. Against the U.S., map listings per household run highest for landscaping and lawn care companies (4.2 times the U.S. rate) and lowest for medical and dental practices (56% 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. 38 of the 56 business types have a score in Morrison 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 Morrison 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 Morrison 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 Morrison 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.