County profile · Minnesota
Steele County, MN market data
Population, household spending and competition for 56 business types in Steele County, each scored against other counties.
- Population, 2025
- 37,464
- +0.2% since 2020
- Households
- 15,138
- Median household income
- $84,196
- +29.7% vs. 2015–2019, before inflation
- Median home value
- $245,400
- Jobs located here
- 18,785
- Highest market score
- 69
- Gas stations, #417 of 2,358 scored counties
A site report maps the competitors on map listings around any address in Steele County by name and distance, and the households and spending within reach. Or open the report at the center of Steele 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 37,464 people live in Steele County, in 15,138 households. Population estimates show Steele County grew 0.2% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in Steele County is $84,196 a year, 4% above the U.S. median of $80,734. That rose 29.7% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Steele County spend the most on vehicle maintenance and repairs (an index of 122, where 100 is the U.S. average) and the least on child care and other personal services (73).
The highest Groundwork market scores in Steele County are for gas stations (69), martial arts and dance studios (68) and medical and dental practices (64). Steele County ranks #417 of 2,358 scored counties for gas stations.
Steele County is part of the Owatonna area. For its number of households, Steele County has the most map listings, relative to the U.S., for clothing and shoe stores (96% above the U.S. rate) and the fewest for medical and dental practices (40% below the U.S. rate).
All 56 business types in Steele County
Highest Groundwork market score first. Each score compares Steele 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 |
|---|---|---|---|---|---|---|---|
| Gas stations | 69 | #417 of 2,358 | 7 | 4.6 | $6.4M | 268 | 16 |
| Martial arts and dance studios | 68 | #199 of 1,334 | 5 | 3.3 | $2.8M | 139 | Under 3 |
| Doctors, dentists and clinics | 64 | #575 of 2,394 | 77 | 50.9 | $287K | 188 | 35 |
| Restaurants and cafes | 64 | #603 of 2,405 | 131 | 86.5 | $466K | 126 | 57 |
| Convenience stores | 64 | #621 of 2,261 | 12 | 7.9 | $7.8M | 99 | Under 3 |
| Sit-down restaurants | 63 | #612 of 2,405 | 65 | 42.9 | $939K | 142 | 26 |
| Bakeries and dessert shops | 62 | #481 of 1,889 | 13 | 8.6 | $4.7M | 113 | 6 |
| Gyms, studios and classes | 62 | #521 of 2,088 | 18 | 11.9 | $779K | 118 | 6 |
| Coffee shops and cafes | 62 | #541 of 2,063 | 14 | 9.2 | $4.4M | 118 | 6 |
| Grocery and convenience stores | 62 | #717 of 2,402 | 30 | 19.8 | $3.1M | 92 | 8 |
| Nail salons | 61 | #360 of 1,328 | 5 | 3.3 | $3.1M | 185 | 4 |
| Spas and skin care | 61 | #484 of 1,769 | 12 | 7.9 | $1.3M | 147 | Under 3 |
| HVAC and plumbing | 57 | #616 of 1,707 | 10 | 6.6 | $4.2M | 88 | 8 |
| Salons, barbers and spas | 57 | #778 of 2,385 | 51 | 33.7 | $303K | 142 | 15 |
| Hair salons | 57 | #814 of 2,339 | 30 | 19.8 | $515K | 120 | 9 |
| Auto repair shops | 55 | #934 of 2,378 | 31 | 20.5 | $570K | 128 | 24 |
| Veterinarians | 54 | #631 of 1,485 | 5 | 3.3 | $2.7M | 97 | 5 |
| Gyms | 53 | #790 of 1,792 | 10 | 6.6 | $1.4M | 108 | 6 |
| Pizza | 53 | #915 of 2,090 | 16 | 10.6 | $3.8M | 75 | 25 |
| Fast food and sandwich shops | 53 | #1,038 of 2,222 | 24 | 15.9 | $2.5M | 83 | 25 |
| Home repair trades | 52 | #956 of 2,057 | 21 | 13.9 | $2M | 82 | 16 |
| Grocery stores | 51 | #974 of 2,070 | 10 | 6.6 | $9.3M | 101 | 8 |
| Real estate agents and brokers | 49 | #1,107 of 2,176 | 31 | 20.5 | Index only | 128 | 8 |
| Auto repair and car care | 46 | #1,377 of 2,401 | 67 | 44.3 | $264K | 98 | 29 |
| Funeral homes | 45 | #845 of 1,472 | 6 | 4.0 | $411K | 61 | 4 |
| Child care and preschools | 41 | #1,087 of 1,611 | 13 | 8.6 | $492K | 49 | 6 |
| Real estate | 40 | #1,618 of 2,229 | 46 | 30.4 | Index only | 109 | 18 |
| Property management | 39 | #640 of 910 | 6 | 4.0 | Index only | 65 | 4 |
| Car washes and detailing | 39 | #1,015 of 1,451 | 11 | 7.3 | $1.6M | 64 | Under 3 |
| Clothing, shoes and laundry | 39 | #1,569 of 2,210 | 62 | 41.0 | $493K | 56 | 9 |
| Chiropractors | 37 | #1,097 of 1,490 | 12 | 7.9 | $1.8M | 77 | 10 |
| Clothing and shoe stores | 37 | #1,525 of 2,087 | 48 | 31.7 | $637K | 50 | 9 |
| Electricians | 35 | #924 of 1,160 | 9 | 5.9 | $4.6M | 39 | 8 |
| Dentists and orthodontists | 33 | #1,556 of 1,886 | 26 | 17.2 | $849K | 86 | 19 |
| Pet businesses | 33 | #1,797 of 2,200 | 28 | 18.5 | $474K | 54 | 10 |
| Pet grooming and boarding | 29 | #1,208 of 1,461 | 10 | 6.6 | $1.3M | 52 | 5 |
| Pet stores | 28 | #816 of 974 | 6 | 4.0 | $2.2M | 49 | Under 3 |
| Mortgage brokers and lenders | 26 | #828 of 887 | 7 | 4.6 | Index only | 79 | 4 |
| Lawn, cleaning and pest control | 26 | #1,656 of 1,771 | 19 | 12.6 | $1M | 60 | 26 |
| Landscaping and lawn care | 25 | #1,380 of 1,493 | 13 | 8.6 | $1.5M | 50 | 17 |
| House cleaning | 23 | #802 of 847 | 6 | 4.0 | $3.2M | 50 | 9 |
| Insurance agencies | 15 | #2,184 of 2,272 | 42 | 27.7 | $645K | 51 | 26 |
| Barbershops | Not scored | Not scored | 4 | 2.6 | $3.9M | 205 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 4 | 2.6 | $4.4M | 143 | 3 |
| Laundromats | Not scored | Not scored | 4 | 2.6 | $7.6M | 61 | Under 3 |
| Tire shops | Not scored | Not scored | 4 | 2.6 | $4.4M | 177 | Under 3 |
| Physical therapy | Not scored | Not scored | 3 | 2.0 | $7.4M | 306 | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 2.0 | $4.7M | 115 | 6 |
| Dry cleaners | Not scored | Not scored | 2 | 1.3 | $15.3M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 1.3 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.3 | $8.8M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 2 | 1.3 | $11M | Too few | 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.3 | $20.9M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Primary care and pediatrics | 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 |
Household spending in Steele 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 | $1,168 | 122 |
| Gasoline and other fuels | $44.7M | $2,954 | 114 |
| Food away from home | $61M | $4,033 | 99 |
| Groceries | $93.4M | $6,172 | 98 |
| Personal care products and services | $15.5M | $1,021 | 102 |
| Child care and other personal services | $6.4M | $423 | 73 |
| Memberships, classes and admissions | $14M | $926 | 94 |
| Medical and dental services | $22.1M | $1,458 | 113 |
| Pets | $13.3M | $876 | 96 |
| Clothing, shoes and related services | $30.6M | $2,018 | 98 |
| Vehicle insurance | $27.1M | $1,789 | 91 |
| Home repairs, maintenance and insurance | $41.8M | $2,759 | 91 |
| Lawn care, cleaning and other household services | $19.1M | $1,259 | 89 |
| Rent and homeowner costs | $216.5M | $14,301 | 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 Steele County
- Population, 2025 estimate
- 37,464+0.2% since 2020
- Households
- 15,138
- Median age
- 40.6
- Homes lived in by their owners
- 79%
- Vehicles per household
- 2.0
- Land area
- 430 sq. mi.
- People per square mile
- 87
- Median household income
- $84,196+29.7% vs. 2015–2019, before inflation
- Average household income
- $101,587
- Median home value
- $245,400
- Jobs located here
- 18,785
- Daytime population
- 38,229Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Steele 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 Steele 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
- Waseca County, MN18,885 people
- Dodge County, MN21,045 people
- Rice County, MN67,917 people
- Freeborn County, MN30,623 people
- Mower County, MN40,343 people
- Le Sueur County, MN29,113 people
- Olmsted County, MN164,498 people
- Goodhue County, MN47,943 people
Questions
How fast is Steele County, MN growing?
Population estimates put Steele County at 37,464 people in 2025, up 0.2% since 2020, slower than the U.S. (+3.1%). It has 15,138 households. Against the 2015–2019 survey, median household income rose 29.7%, before inflation.
How much do households in Steele County, MN spend?
Households in Steele County spend about $216.5M a year on rent and homeowner costs, $93.4M on groceries and $61M on food away from home. Relative to the U.S., household spending in Steele County runs highest on vehicle maintenance and repairs (an index of 122, 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 Steele County, MN?
Of the business types scored in Steele County, gas stations (69), martial arts and dance studios (68) and medical and dental practices (64) have the highest Groundwork market scores. For gas stations, that ranks #417 of 2,358 scored counties.
How does Steele County, MN compare with the U.S.?
Median household income in Steele County is $84,196, 4% above the U.S. median of $80,734. The population rose 0.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $245,400, against $332,700 for the U.S. Against the U.S., map listings per household run highest for clothing and shoe stores (96% above the U.S. rate) and lowest for medical and dental practices (40% 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. 42 of the 56 business types have a score in Steele 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 Steele 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 Steele 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 Steele 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.