County profile · Minnesota
Rock County, MN market data
How Rock County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 9,524
- −1.7% since 2020
- Households
- 4,035
- Median household income
- $71,295
- Median home value
- $224,300
- Jobs located here
- 3,938
- Market scores
- Not scored
- Counties under 10,000 people aren’t given a market score, since a few businesses can swing their figures.
A site report maps the competitors on map listings around any address in Rock County by name and distance, and the households and spending within reach. Or open the report at the center of Rock 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
Rock County has an estimated 9,524 people and 4,035 households. Population estimates show Rock County declined 1.7% from 2020 to 2025, against +3.1% for the U.S. Median household income in Rock County is $71,295, 12% below the U.S. median of $80,734.
Relative to the U.S., household spending in Rock County runs highest on vehicle maintenance and repairs (an index of 132, where 100 is the U.S. average) and lowest on child care and other personal services (70).
Counties under 10,000 people aren’t given a market score, since a few businesses can swing their figures.
Rock County is part of the Sioux Falls metro area. Against the U.S., map listings per household run highest for home repair companies (twice the U.S. rate) and lowest for medical and dental practices (59% below the U.S. rate).
All 56 business types in Rock County
Counties under 10,000 people aren’t given a market score, since a few businesses can swing their figures. 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 | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|
| Restaurants and cafes | 31 | 76.8 | $501K | 135 | 13 |
| Auto repair and car care | 20 | 49.6 | $254K | 95 | 5 |
| Salons, barbers and spas | 16 | 39.7 | $246K | 116 | 3 |
| Sit-down restaurants | 16 | 39.7 | $970K | 146 | 6 |
| Doctors, dentists and clinics | 14 | 34.7 | $401K | 263 | Under 3 |
| Auto repair shops | 13 | 32.2 | $391K | 88 | 3 |
| Hair salons | 13 | 32.2 | $303K | 70 | 3 |
| Gyms, studios and classes | 10 | 24.8 | $348K | 53 | Under 3 |
| Home repair trades | 10 | 24.8 | $1.1M | 44 | 8 |
| Real estate | 10 | 24.8 | Index only | 129 | Under 3 |
| Grocery and convenience stores | 9 | 22.3 | $2.7M | 79 | Under 3 |
| Gyms | 8 | 19.8 | $435K | 33 | Under 3 |
| Insurance agencies | 8 | 19.8 | $969K | 77 | 7 |
| Clothing, shoes and laundry | 7 | 17.3 | $1.1M | 128 | Under 3 |
| Electricians | 7 | 17.3 | $1.5M | 13 | 4 |
| Real estate agents and brokers | 7 | 17.3 | Index only | 146 | Under 3 |
| Clothing and shoe stores | 6 | 14.9 | $1.3M | 103 | Under 3 |
| Grocery stores | 4 | 9.9 | $6M | 65 | Under 3 |
| Pet businesses | 4 | 9.9 | $844K | 96 | Under 3 |
| Pizza | 4 | 9.9 | $3.9M | 76 | 5 |
| Child care and preschools | 3 | 7.4 | $548K | 55 | Under 3 |
| Collision repair and body shops | 3 | 7.4 | $1.7M | 55 | Under 3 |
| Convenience stores | 3 | 7.4 | $8.1M | 102 | Under 3 |
| Fast food and sandwich shops | 3 | 7.4 | $5.2M | 170 | 5 |
| Gas stations | 3 | 7.4 | $4.3M | 180 | 4 |
| Lawn, cleaning and pest control | 3 | 7.4 | $1.6M | 97 | Under 3 |
| Bakeries and dessert shops | 2 | 5.0 | $7.8M | Too few | Under 3 |
| Chiropractors | 2 | 5.0 | $2.8M | Too few | Under 3 |
| Coffee shops and cafes | 2 | 5.0 | $7.8M | Too few | Under 3 |
| Funeral homes | 2 | 5.0 | $313K | Too few | Under 3 |
| House cleaning | 2 | 5.0 | $2.4M | Too few | Under 3 |
| HVAC and plumbing | 2 | 5.0 | $5.3M | Too few | 4 |
| Martial arts and dance studios | 2 | 5.0 | $1.7M | Too few | Under 3 |
| Mortgage brokers and lenders | 2 | 5.0 | Index only | Too few | Under 3 |
| Spas and skin care | 2 | 5.0 | $2M | Too few | Under 3 |
| Barbershops | 1 | 2.5 | $3.9M | Too few | Under 3 |
| Car washes and detailing | 1 | 2.5 | $5.1M | Too few | Under 3 |
| Dentists and orthodontists | 1 | 2.5 | $5.6M | Too few | Under 3 |
| Landscaping and lawn care | 1 | 2.5 | $4.9M | Too few | Under 3 |
| Laundromats | 1 | 2.5 | $7.9M | Too few | Under 3 |
| Optometrists and eye care | 1 | 2.5 | $5.6M | Too few | Under 3 |
| Pet grooming and boarding | 1 | 2.5 | $3.4M | Too few | Under 3 |
| Pet stores | 1 | 2.5 | $3.4M | Too few | Under 3 |
| Physical therapy | 1 | 2.5 | $5.6M | Too few | Under 3 |
| Property management | 1 | 2.5 | Index only | Too few | Under 3 |
| Roofing and gutters | 1 | 2.5 | $10.6M | Too few | Under 3 |
| Tire shops | 1 | 2.5 | $5.1M | Too few | Under 3 |
| Veterinarians | 1 | 2.5 | $3.4M | Too few | Under 3 |
| Dry cleaners | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | 0 | 0.0 | None listed | None listed | Under 3 |
| Nail salons | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | 0 | 0.0 | None listed | None listed | Under 3 |
| Primary care and pediatrics | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | 0 | 0.0 | None listed | None listed | Under 3 |
| Yoga, Pilates and fitness studios | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Rock 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 | $5.1M | $1,260 | 132 |
| Gasoline and other fuels | $12.9M | $3,191 | 123 |
| Food away from home | $15.5M | $3,847 | 95 |
| Groceries | $24.2M | $5,992 | 95 |
| Personal care products and services | $3.9M | $976 | 97 |
| Child care and other personal services | $1.6M | $407 | 70 |
| Memberships, classes and admissions | $3.5M | $863 | 88 |
| Medical and dental services | $5.6M | $1,391 | 108 |
| Pets | $3.4M | $836 | 92 |
| Clothing, shoes and related services | $7.9M | $1,947 | 95 |
| Vehicle insurance | $7.8M | $1,921 | 98 |
| Home repairs, maintenance and insurance | $10.6M | $2,624 | 87 |
| Lawn care, cleaning and other household services | $4.9M | $1,209 | 86 |
| Rent and homeowner costs | $55.7M | $13,798 | 83 |
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 Rock County
- Population, 2025 estimate
- 9,524−1.7% since 2020
- Households
- 4,035
- Median age
- 41.9
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.2
- Land area
- 483 sq. mi.
- People per square mile
- 20
- Median household income
- $71,295
- Average household income
- $91,311
- Median home value
- $224,300
- Jobs located here
- 3,938
- Daytime population
- 8,459Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Rock 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 Rock 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
- Pipestone County, MN9,284 people
- Nobles County, MN22,041 people
- Murray County, MN8,097 people
- Lincoln County, MN5,603 people
- Jackson County, MN9,933 people
- Lyon County, MN25,503 people
- Cottonwood County, MN11,458 people
- Redwood County, MN15,350 people
Questions
How fast is Rock County, MN growing?
Population estimates put Rock County at 9,524 people in 2025, down 1.7% since 2020, against +3.1% for the U.S. It has 4,035 households.
How much do households in Rock County, MN spend?
Households in Rock County spend about $55.7M a year on rent and homeowner costs, $24.2M on groceries and $15.5M on food away from home. Set against the U.S., households in Rock County spend the most on vehicle maintenance and repairs (an index of 132, where 100 is the U.S. average) and the least on child care and other personal services (70).
Which business types have the highest market scores in Rock County, MN?
The score leaves out counties under 10,000 people, where a handful of businesses would swing it.
How does Rock County, MN compare with the U.S.?
The median household income in Rock County is $71,295 a year, 12% below the U.S. median of $80,734. The population fell 1.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $224,300, against $332,700 for the U.S. For its number of households, Rock County has the most map listings, relative to the U.S., for home repair companies (twice the U.S. rate) and the fewest for medical and dental practices (59% 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. Markets with fewer than 5 map listings of the type, and counties under 10,000 people, aren’t scored, since a few businesses can swing their figures.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Rock 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 Rock 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 Rock 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.