County profile · Mississippi
DeSoto County, MS market data
How DeSoto County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 197,918
- +6.3% since 2020
- Households
- 70,986
- Median household income
- $85,297
- +27.2% vs. 2015–2019, before inflation
- Median home value
- $269,600
- Jobs located here
- 80,765
- Highest market score
- 88
- Pet grooming and boarding, #11 of 1,461 scored counties
A site report maps the competitors on map listings around any address in DeSoto County by name and distance, and the households and spending within reach. Or open the report at the center of DeSoto 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
DeSoto County has an estimated 197,918 people and 70,986 households. Population estimates show DeSoto County grew 6.3% from 2020 to 2025, faster than the U.S. (+3.1%). Median household income in DeSoto County is $85,297, 6% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 27.2%, before inflation.
Relative to the U.S., household spending in DeSoto County runs highest on vehicle insurance (an index of 144, where 100 is the U.S. average) and lowest on memberships, classes and admissions (79).
Of the business types scored in DeSoto County, pet grooming and boarding businesses (88), grocery stores (84) and roofing and gutter companies (83) have the highest Groundwork market scores. For pet grooming and boarding businesses, that ranks #11 of 1,461 scored counties.
DeSoto County is part of the Memphis metro area. Against the U.S., map listings per household run highest for gas stations (95% above the U.S. rate) and lowest for martial arts and dance studios (43% below the U.S. rate).
All 56 business types in DeSoto County
Highest Groundwork market score first. Each score compares DeSoto 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 |
|---|---|---|---|---|---|---|---|
| Pet grooming and boarding | 88 | #11 of 1,461 | 17 | 2.4 | $4M | 156 | 8 |
| Grocery stores | 84 | #122 of 2,070 | 33 | 4.6 | $13.4M | 144 | 21 |
| Roofing and gutters | 83 | #36 of 1,177 | 20 | 2.8 | $10.5M | 125 | 3 |
| Property management | 82 | #17 of 910 | 8 | 1.1 | Index only | 249 | 14 |
| Pet stores | 82 | #41 of 974 | 12 | 1.7 | $5.6M | 124 | 4 |
| Pet businesses | 82 | #49 of 2,200 | 58 | 8.2 | $1.2M | 132 | 32 |
| Landscaping and lawn care | 81 | #60 of 1,493 | 30 | 4.2 | $3.6M | 124 | 48 |
| Electricians | 79 | #55 of 1,160 | 14 | 2.0 | $15.1M | 126 | 34 |
| Insurance agencies | 79 | #254 of 2,272 | 99 | 13.9 | $2M | 161 | 53 |
| Home repair trades | 78 | #74 of 2,057 | 75 | 10.6 | $2.8M | 116 | 84 |
| Martial arts and dance studios | 77 | #71 of 1,334 | 20 | 2.8 | $2.8M | 137 | 10 |
| Laundromats | 76 | #93 of 785 | 7 | 1.0 | $19.8M | 159 | Under 3 |
| HVAC and plumbing | 76 | #104 of 1,707 | 41 | 5.8 | $5.1M | 108 | 47 |
| Grocery and convenience stores | 76 | #277 of 2,402 | 124 | 17.5 | $3.6M | 105 | 39 |
| Collision repair and body shops | 74 | #142 of 1,327 | 19 | 2.7 | $3.9M | 125 | 15 |
| Lawn, cleaning and pest control | 74 | #156 of 1,771 | 57 | 8.0 | $1.9M | 113 | 87 |
| Child care and preschools | 73 | #194 of 1,611 | 29 | 4.1 | $1.2M | 119 | 37 |
| Veterinarians | 73 | #222 of 1,485 | 23 | 3.2 | $2.9M | 108 | 20 |
| Pest control | 71 | #88 of 699 | 10 | 1.4 | $10.9M | 106 | 8 |
| House cleaning | 70 | #105 of 847 | 17 | 2.4 | $6.4M | 100 | 31 |
| Car washes and detailing | 70 | #241 of 1,451 | 27 | 3.8 | $2.7M | 108 | 10 |
| Auto repair shops | 67 | #472 of 2,378 | 143 | 20.1 | $514K | 116 | 69 |
| Convenience stores | 67 | #537 of 2,261 | 72 | 10.1 | $6.1M | 78 | 18 |
| Spas and skin care | 66 | #339 of 1,769 | 57 | 8.0 | $1.2M | 133 | 12 |
| Gyms, studios and classes | 66 | #383 of 2,088 | 73 | 10.3 | $757K | 114 | 28 |
| Funeral homes | 63 | #416 of 1,472 | 13 | 1.8 | $620K | 91 | 5 |
| Dry cleaners | 62 | #141 of 507 | 8 | 1.1 | $17.4M | 111 | 6 |
| Coffee shops and cafes | 62 | #538 of 2,063 | 62 | 8.7 | $4.6M | 123 | 49 |
| Real estate agents and brokers | 61 | #534 of 2,176 | 152 | 21.4 | Index only | 134 | 42 |
| Mortgage brokers and lenders | 60 | #257 of 887 | 30 | 4.2 | Index only | 95 | 7 |
| Auto repair and car care | 60 | #750 of 2,401 | 265 | 37.3 | $277K | 103 | 108 |
| Barbershops | 59 | #473 of 1,356 | 43 | 6.1 | $1.5M | 82 | 3 |
| Gyms | 59 | #581 of 1,792 | 50 | 7.0 | $1.1M | 85 | 18 |
| Real estate | 59 | #637 of 2,229 | 194 | 27.3 | Index only | 132 | 75 |
| Pizza | 59 | #684 of 2,090 | 54 | 7.6 | $5.2M | 103 | 175 |
| Chiropractors | 56 | #581 of 1,490 | 40 | 5.6 | $2.1M | 86 | 17 |
| Bakeries and dessert shops | 56 | #705 of 1,889 | 66 | 9.3 | $4.3M | 103 | 53 |
| Hair salons | 56 | #897 of 2,339 | 176 | 24.8 | $378K | 88 | 26 |
| Restaurants and cafes | 55 | #972 of 2,405 | 712 | 100.3 | $396K | 107 | 364 |
| Primary care and pediatrics | 54 | #722 of 1,656 | 52 | 7.3 | $1.6M | 89 | 81 |
| Gas stations | 54 | #1,010 of 2,358 | 151 | 21.3 | $1.6M | 65 | 101 |
| Sit-down restaurants | 54 | #1,012 of 2,405 | 430 | 60.6 | $656K | 99 | 133 |
| Optometrists and eye care | 53 | #621 of 1,302 | 32 | 4.5 | $2.6M | 82 | 11 |
| Dentists and orthodontists | 49 | #990 of 1,886 | 83 | 11.7 | $995K | 101 | 51 |
| Salons, barbers and spas | 49 | #1,239 of 2,385 | 337 | 47.5 | $197K | 93 | 57 |
| Tire shops | 48 | #834 of 1,530 | 40 | 5.6 | $1.8M | 73 | 17 |
| Oil change and quick lube | 46 | #289 of 479 | 7 | 1.0 | $10.5M | 76 | 10 |
| Physical therapy | 46 | #829 of 1,422 | 45 | 6.3 | $1.8M | 76 | 27 |
| Fast food and sandwich shops | 46 | #1,319 of 2,222 | 119 | 16.8 | $2.4M | 78 | 175 |
| Nail salons | 45 | #847 of 1,328 | 56 | 7.9 | $1.2M | 71 | 15 |
| Doctors, dentists and clinics | 45 | #1,441 of 2,394 | 559 | 78.7 | $148K | 97 | 194 |
| Clothing, shoes and laundry | 38 | #1,607 of 2,210 | 225 | 31.7 | $617K | 70 | 103 |
| Clothing and shoe stores | 36 | #1,555 of 2,087 | 191 | 26.9 | $727K | 57 | 97 |
| Home inspectors | Not scored | Not scored | 4 | 0.6 | Index only | 106 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 0.4 | $18.4M | 454 | 18 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.3 | $41.3M | Too few | 7 |
Household spending in DeSoto 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 | $73.5M | $1,035 | 108 |
| Gasoline and other fuels | $234.4M | $3,303 | 127 |
| Food away from home | $282.1M | $3,974 | 98 |
| Groceries | $441.5M | $6,220 | 98 |
| Personal care products and services | $66.5M | $937 | 93 |
| Child care and other personal services | $34.5M | $486 | 84 |
| Memberships, classes and admissions | $55.3M | $779 | 79 |
| Medical and dental services | $82.6M | $1,163 | 90 |
| Pets | $67.3M | $948 | 104 |
| Clothing, shoes and related services | $138.8M | $1,956 | 95 |
| Vehicle insurance | $199.6M | $2,811 | 144 |
| Home repairs, maintenance and insurance | $211M | $2,972 | 98 |
| Lawn care, cleaning and other household services | $108.6M | $1,530 | 108 |
| Rent and homeowner costs | $1.1B | $15,609 | 94 |
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 DeSoto County
- Population, 2025 estimate
- 197,918+6.3% since 2020
- Households
- 70,986
- Median age
- 37.7
- Homes lived in by their owners
- 78%
- Vehicles per household
- 2.1
- Land area
- 476 sq. mi.
- People per square mile
- 402
- Median household income
- $85,297+27.2% vs. 2015–2019, before inflation
- Average household income
- $101,760
- Median home value
- $269,600
- Jobs located here
- 80,765
- Daytime population
- 177,794Residents who don’t work, plus everyone whose job is here
Looking at a specific site in DeSoto 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 DeSoto County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
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- Marshall County, MS33,979 people
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- Panola County, MS32,808 people
- Benton County, MS7,589 people
- Lafayette County, MS58,327 people
- Quitman County, MS5,774 people
- Tippah County, MS21,523 people
Questions
How fast is DeSoto County, MS growing?
Population estimates put DeSoto County at 197,918 people in 2025, up 6.3% since 2020, faster than the U.S. (+3.1%). It has 70,986 households. Median household income rose 27.2% from the 2015–2019 survey, before inflation.
How much do households in DeSoto County, MS spend?
Households in DeSoto County spend about $1.1B a year on rent and homeowner costs, $441.5M on groceries and $282.1M on food away from home. Set against the U.S., households in DeSoto County spend the most on vehicle insurance (an index of 144, where 100 is the U.S. average) and the least on memberships, classes and admissions (79).
Which business types have the highest market scores in DeSoto County, MS?
The highest Groundwork market scores in DeSoto County are for pet grooming and boarding businesses (88), grocery stores (84) and roofing and gutter companies (83). DeSoto County ranks #11 of 1,461 scored counties for pet grooming and boarding businesses.
How does DeSoto County, MS compare with the U.S.?
The median household income in DeSoto County is $85,297 a year, 6% above the U.S. median of $80,734. The population rose 6.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $269,600, against $332,700 for the U.S. For its number of households, DeSoto County has the most map listings, relative to the U.S., for gas stations (95% above the U.S. rate) and the fewest for martial arts and dance studios (43% 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. 53 of the 56 business types have a score in DeSoto 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 DeSoto 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 DeSoto 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 DeSoto 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.