County profile · Minnesota
Rice County, MN market data
How Rice County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 69,939
- +4.2% since 2020
- Households
- 23,493
- Median household income
- $83,181
- +21.3% vs. 2015–2019, before inflation
- Median home value
- $320,200
- Jobs located here
- 25,685
- Highest market score
- 89
- Optometrists and eye care, #7 of 1,302 scored counties
A site report maps the competitors on map listings around any address in Rice County by name and distance, and the households and spending within reach. Or open the report at the center of Rice 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
Rice County has an estimated 69,939 people and 23,493 households. Population estimates show Rice County grew 4.2% from 2020 to 2025, faster than the U.S. (+3.1%). Median household income in Rice County is $83,181, 3% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 21.3%, before inflation.
Relative to the U.S., household spending in Rice County runs highest on vehicle maintenance and repairs (an index of 120, where 100 is the U.S. average) and lowest on child care and other personal services (76).
Of the business types scored in Rice County, optometrists and eye clinics (89), barbershops (86) and dentists and orthodontists (85) have the highest Groundwork market scores. For optometrists and eye clinics, that ranks #7 of 1,302 scored counties.
Rice County is part of the Faribault-Northfield area. Against the U.S., map listings per household run highest for HVAC and plumbing companies (56% above the U.S. rate) and lowest for spas and skin care studios (56% below the U.S. rate).
All 56 business types in Rice County
Highest Groundwork market score first. Each score compares Rice 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 |
|---|---|---|---|---|---|---|---|
| Optometrists and eye care | 89 | #7 of 1,302 | 5 | 2.1 | $6.9M | 221 | Under 3 |
| Barbershops | 86 | #29 of 1,356 | 5 | 2.1 | $4.9M | 257 | Under 3 |
| Dentists and orthodontists | 85 | #25 of 1,886 | 16 | 6.8 | $2.2M | 220 | 12 |
| Spas and skin care | 85 | #32 of 1,769 | 12 | 5.1 | $2M | 231 | Under 3 |
| Car washes and detailing | 81 | #53 of 1,451 | 8 | 3.4 | $3.4M | 134 | Under 3 |
| Bakeries and dessert shops | 81 | #74 of 1,889 | 14 | 6.0 | $6.8M | 165 | 9 |
| Convenience stores | 81 | #150 of 2,261 | 17 | 7.2 | $8.6M | 109 | 3 |
| Grocery stores | 80 | #199 of 2,070 | 12 | 5.1 | $12.2M | 131 | 7 |
| Clothing, shoes and laundry | 77 | #196 of 2,210 | 37 | 15.7 | $1.3M | 148 | 6 |
| Grocery and convenience stores | 76 | #279 of 2,402 | 43 | 18.3 | $3.4M | 100 | 10 |
| Sit-down restaurants | 75 | #247 of 2,405 | 99 | 42.1 | $969K | 146 | 36 |
| Clothing and shoe stores | 75 | #247 of 2,087 | 29 | 12.3 | $1.7M | 131 | 6 |
| Gas stations | 75 | #251 of 2,358 | 19 | 8.1 | $3.6M | 149 | 21 |
| Tire shops | 74 | #185 of 1,530 | 8 | 3.4 | $3.4M | 134 | 4 |
| Doctors, dentists and clinics | 74 | #244 of 2,394 | 120 | 51.1 | $288K | 189 | 47 |
| Martial arts and dance studios | 73 | #119 of 1,334 | 9 | 3.8 | $2.5M | 123 | 5 |
| Restaurants and cafes | 73 | #318 of 2,405 | 199 | 84.7 | $482K | 130 | 88 |
| Salons, barbers and spas | 72 | #233 of 2,385 | 70 | 29.8 | $347K | 163 | 19 |
| Hair salons | 72 | #245 of 2,339 | 46 | 19.6 | $527K | 123 | 10 |
| Veterinarians | 71 | #254 of 1,485 | 6 | 2.6 | $3.5M | 129 | 7 |
| Pizza | 70 | #317 of 2,090 | 18 | 7.7 | $5.3M | 105 | 41 |
| Nail salons | 69 | #161 of 1,328 | 6 | 2.6 | $4M | 242 | 8 |
| Fast food and sandwich shops | 69 | #409 of 2,222 | 29 | 12.3 | $3.3M | 108 | 41 |
| Physical therapy | 66 | #312 of 1,422 | 14 | 6.0 | $2.5M | 103 | 8 |
| Property management | 65 | #206 of 910 | 5 | 2.1 | Index only | 122 | 5 |
| Coffee shops and cafes | 60 | #626 of 2,063 | 30 | 12.8 | $3.2M | 86 | 9 |
| Roofing and gutters | 59 | #383 of 1,177 | 7 | 3.0 | $9.4M | 111 | 6 |
| Auto repair and car care | 55 | #978 of 2,401 | 96 | 40.9 | $281K | 104 | 49 |
| Collision repair and body shops | 54 | #573 of 1,327 | 9 | 3.8 | $3M | 97 | 10 |
| Auto repair shops | 54 | #1,006 of 2,378 | 56 | 23.8 | $481K | 108 | 41 |
| Mortgage brokers and lenders | 53 | #381 of 887 | 7 | 3.0 | Index only | 124 | 4 |
| Chiropractors | 52 | #688 of 1,490 | 16 | 6.8 | $2.2M | 90 | 13 |
| Pet grooming and boarding | 51 | #711 of 1,461 | 10 | 4.3 | $2.1M | 83 | 9 |
| Gyms, studios and classes | 51 | #1,019 of 2,088 | 38 | 16.2 | $589K | 89 | 15 |
| Gyms | 48 | #997 of 1,792 | 22 | 9.4 | $1M | 78 | 10 |
| Lawn, cleaning and pest control | 46 | #1,018 of 1,771 | 22 | 9.4 | $1.4M | 81 | 37 |
| Pet businesses | 45 | #1,336 of 2,200 | 35 | 14.9 | $602K | 69 | 20 |
| Electricians | 44 | #728 of 1,160 | 7 | 3.0 | $9.4M | 78 | 27 |
| Child care and preschools | 44 | #994 of 1,611 | 20 | 8.5 | $518K | 52 | 13 |
| Yoga, Pilates and fitness studios | 43 | #518 of 777 | 7 | 3.0 | $3.2M | 79 | 10 |
| Landscaping and lawn care | 43 | #926 of 1,493 | 16 | 6.8 | $1.9M | 64 | 24 |
| Real estate agents and brokers | 41 | #1,526 of 2,176 | 59 | 25.1 | Index only | 106 | 28 |
| HVAC and plumbing | 40 | #1,219 of 1,707 | 23 | 9.8 | $2.9M | 60 | 24 |
| Home repair trades | 40 | #1,508 of 2,057 | 37 | 15.7 | $1.8M | 73 | 57 |
| Real estate | 40 | #1,620 of 2,229 | 73 | 31.1 | Index only | 107 | 51 |
| Pet stores | 37 | #686 of 974 | 7 | 3.0 | $3M | 67 | 4 |
| Insurance agencies | 35 | #1,645 of 2,272 | 35 | 14.9 | $1.2M | 93 | 31 |
| House cleaning | Not scored | Not scored | 4 | 1.7 | $7.5M | 117 | 13 |
| Funeral homes | Not scored | Not scored | 3 | 1.3 | $1.2M | 182 | 4 |
| Laundromats | Not scored | Not scored | 3 | 1.3 | $16.1M | 129 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 3 | 1.3 | $11.5M | 648 | 14 |
| Dry cleaners | Not scored | Not scored | 2 | 0.9 | $24.2M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.9 | Index only | Too few | 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.9 | $13.5M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 0.9 | $15M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.4 | $34.6M | Too few | Under 3 |
Household spending in Rice 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 | $26.9M | $1,146 | 120 |
| Gasoline and other fuels | $67.6M | $2,878 | 111 |
| Food away from home | $95.9M | $4,082 | 100 |
| Groceries | $146M | $6,214 | 98 |
| Personal care products and services | $24.3M | $1,033 | 103 |
| Child care and other personal services | $10.4M | $441 | 76 |
| Memberships, classes and admissions | $22.4M | $953 | 97 |
| Medical and dental services | $34.6M | $1,473 | 114 |
| Pets | $21.1M | $897 | 99 |
| Clothing, shoes and related services | $48.3M | $2,056 | 100 |
| Vehicle insurance | $40.7M | $1,734 | 89 |
| Home repairs, maintenance and insurance | $65.9M | $2,805 | 93 |
| Lawn care, cleaning and other household services | $30M | $1,278 | 90 |
| Rent and homeowner costs | $339.6M | $14,456 | 87 |
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 Rice County
- Population, 2025 estimate
- 69,939+4.2% since 2020
- Households
- 23,493
- Median age
- 38.9
- Homes lived in by their owners
- 76%
- Vehicles per household
- 2.0
- Land area
- 496 sq. mi.
- People per square mile
- 137
- Median household income
- $83,181+21.3% vs. 2015–2019, before inflation
- Average household income
- $104,276
- Median home value
- $320,200
- Jobs located here
- 25,685
- Daytime population
- 60,549Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Rice 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 Rice 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
- Steele County, MN37,439 people
- Le Sueur County, MN29,113 people
- Waseca County, MN18,885 people
- Scott County, MN154,557 people
- Dakota County, MN445,771 people
- Goodhue County, MN47,943 people
- Dodge County, MN21,045 people
- Carver County, MN110,041 people
Questions
How fast is Rice County, MN growing?
Population estimates put Rice County at 69,939 people in 2025, up 4.2% since 2020, faster than the U.S. (+3.1%). It has 23,493 households. Median household income rose 21.3% from the 2015–2019 survey, before inflation.
How much do households in Rice County, MN spend?
Households in Rice County spend about $339.6M a year on rent and homeowner costs, $146M on groceries and $95.9M on food away from home. Set against the U.S., households in Rice County spend the most on vehicle maintenance and repairs (an index of 120, where 100 is the U.S. average) and the least on child care and other personal services (76).
Which business types have the highest market scores in Rice County, MN?
The highest Groundwork market scores in Rice County are for optometrists and eye clinics (89), barbershops (86) and dentists and orthodontists (85). Rice County ranks #7 of 1,302 scored counties for optometrists and eye clinics.
How does Rice County, MN compare with the U.S.?
The median household income in Rice County is $83,181 a year, 3% above the U.S. median of $80,734. The population rose 4.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $320,200, against $332,700 for the U.S. For its number of households, Rice County has the most map listings, relative to the U.S., for HVAC and plumbing companies (56% above the U.S. rate) and the fewest for spas and skin care studios (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. 47 of the 56 business types have a score in Rice 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 Rice 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 Rice 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 Rice 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.