County profile · Missouri
Callaway County, MO market data
How Callaway County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 45,765
- +3.2% since 2020
- Households
- 16,485
- Median household income
- $74,176
- +30.3% vs. 2015–2019, before inflation
- Median home value
- $201,600
- Jobs located here
- 15,131
- Highest market score
- 88
- Dentists and orthodontists, #13 of 1,886 scored counties
A site report maps the competitors on map listings around any address in Callaway County by name and distance, and the households and spending within reach. Or open the report at the center of Callaway 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
Callaway County has an estimated 45,765 people and 16,485 households. Population estimates show Callaway County grew 3.2% from 2020 to 2025, in step with the U.S. (+3.1%). Median household income in Callaway County is $74,176, 8% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 30.3%, before inflation.
Relative to the U.S., household spending in Callaway County runs highest on vehicle maintenance and repairs (an index of 127, where 100 is the U.S. average) and lowest on child care and other personal services (62).
Of the business types scored in Callaway County, dentists and orthodontists (88), medical and dental practices (84) and hair salons (83) have the highest Groundwork market scores. For dentists and orthodontists, that ranks #13 of 1,886 scored counties.
Callaway County is part of the Jefferson City metro area. Against the U.S., map listings per household run highest for pizza places (75% above the U.S. rate) and lowest for medical and dental practices (66% below the U.S. rate).
All 56 business types in Callaway County
Highest Groundwork market score first. Each score compares Callaway 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 | 88 | #13 of 1,886 | 6 | 3.6 | $3.7M | 379 | 5 |
| Doctors, dentists and clinics | 84 | #49 of 2,394 | 47 | 28.5 | $476K | 312 | 17 |
| Hair salons | 83 | #52 of 2,339 | 21 | 12.7 | $744K | 173 | 3 |
| Physical therapy | 80 | #57 of 1,422 | 5 | 3.0 | $4.5M | 186 | 4 |
| Gyms, studios and classes | 80 | #63 of 2,088 | 8 | 4.9 | $1.7M | 250 | Under 3 |
| Bakeries and dessert shops | 78 | #104 of 1,889 | 7 | 4.2 | $8.7M | 210 | 6 |
| Salons, barbers and spas | 78 | #109 of 2,385 | 39 | 23.7 | $401K | 188 | 7 |
| Gyms | 77 | #97 of 1,792 | 6 | 3.6 | $2.2M | 169 | Under 3 |
| Grocery stores | 74 | #326 of 2,070 | 9 | 5.5 | $10.8M | 116 | 4 |
| Grocery and convenience stores | 74 | #335 of 2,402 | 30 | 18.2 | $3.2M | 96 | 4 |
| Coffee shops and cafes | 73 | #236 of 2,063 | 11 | 6.7 | $5.5M | 149 | 6 |
| Chiropractors | 72 | #190 of 1,490 | 7 | 4.2 | $3.2M | 133 | 4 |
| Restaurants and cafes | 71 | #379 of 2,405 | 132 | 80.1 | $461K | 124 | 51 |
| Fast food and sandwich shops | 70 | #370 of 2,222 | 18 | 10.9 | $3.4M | 111 | 23 |
| Spas and skin care | 68 | #274 of 1,769 | 11 | 6.7 | $1.4M | 162 | Under 3 |
| Auto repair and car care | 68 | #440 of 2,401 | 66 | 40.0 | $305K | 114 | 25 |
| Clothing, shoes and laundry | 67 | #460 of 2,210 | 22 | 13.3 | $1.4M | 159 | Under 3 |
| Auto repair shops | 67 | #475 of 2,378 | 41 | 24.9 | $491K | 110 | 17 |
| Clothing and shoe stores | 65 | #528 of 2,087 | 17 | 10.3 | $1.8M | 143 | Under 3 |
| Convenience stores | 64 | #627 of 2,261 | 14 | 8.5 | $6.9M | 88 | Under 3 |
| HVAC and plumbing | 63 | #399 of 1,707 | 9 | 5.5 | $4.8M | 100 | 10 |
| Sit-down restaurants | 62 | #687 of 2,405 | 83 | 50.3 | $733K | 110 | 22 |
| Car washes and detailing | 60 | #471 of 1,451 | 9 | 5.5 | $2.2M | 89 | 3 |
| Real estate agents and brokers | 59 | #595 of 2,176 | 22 | 13.3 | Index only | 186 | 10 |
| Real estate | 58 | #664 of 2,229 | 28 | 17.0 | Index only | 184 | 16 |
| Gas stations | 54 | #992 of 2,358 | 24 | 14.6 | $2.1M | 90 | 28 |
| Pet grooming and boarding | 53 | #653 of 1,461 | 6 | 3.6 | $2.2M | 86 | 4 |
| Pizza | 50 | #1,054 of 2,090 | 23 | 14.0 | $2.6M | 52 | 23 |
| Funeral homes | 48 | #761 of 1,472 | 6 | 3.6 | $415K | 61 | 4 |
| Home repair trades | 47 | #1,195 of 2,057 | 21 | 12.7 | $2M | 84 | 26 |
| Insurance agencies | 46 | #1,243 of 2,272 | 20 | 12.1 | $1.6M | 124 | 21 |
| Electricians | 45 | #710 of 1,160 | 5 | 3.0 | $8.6M | 71 | 10 |
| Lawn, cleaning and pest control | 42 | #1,172 of 1,771 | 14 | 8.5 | $1.4M | 83 | 25 |
| Pet businesses | 42 | #1,433 of 2,200 | 21 | 12.7 | $628K | 71 | 12 |
| Landscaping and lawn care | 34 | #1,176 of 1,493 | 10 | 6.1 | $1.9M | 66 | 21 |
| Roofing and gutters | 33 | #941 of 1,177 | 7 | 4.2 | $6.1M | 72 | 6 |
| Veterinarians | 31 | #1,191 of 1,485 | 9 | 5.5 | $1.5M | 54 | 8 |
| Child care and preschools | 31 | #1,312 of 1,611 | 10 | 6.1 | $597K | 60 | 13 |
| Barbershops | Not scored | Not scored | 4 | 2.4 | $3.9M | 207 | Under 3 |
| Tire shops | Not scored | Not scored | 4 | 2.4 | $5M | 201 | 4 |
| Collision repair and body shops | Not scored | Not scored | 3 | 1.8 | $6.7M | 218 | 5 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 1.8 | Index only | 191 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 3 | 1.8 | $7.5M | 238 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 3 | 1.8 | $7.5M | 418 | 4 |
| Property management | Not scored | Not scored | 3 | 1.8 | Index only | 134 | 3 |
| House cleaning | Not scored | Not scored | 2 | 1.2 | $9.7M | Too few | 4 |
| Martial arts and dance studios | Not scored | Not scored | 2 | 1.2 | $6.6M | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 2 | 1.2 | $7.8M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.2 | $9.7M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.6 | $30.8M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 0.6 | $30.8M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $20.1M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pet stores | 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 | Under 3 |
Household spending in Callaway 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 | $20.1M | $1,221 | 127 |
| Gasoline and other fuels | $51.4M | $3,116 | 120 |
| Food away from home | $60.8M | $3,690 | 91 |
| Groceries | $97.1M | $5,893 | 93 |
| Personal care products and services | $15.6M | $948 | 94 |
| Child care and other personal services | $6M | $362 | 62 |
| Memberships, classes and admissions | $13.2M | $803 | 82 |
| Medical and dental services | $22.4M | $1,356 | 105 |
| Pets | $13.2M | $800 | 88 |
| Clothing, shoes and related services | $30.8M | $1,870 | 91 |
| Vehicle insurance | $31.2M | $1,895 | 97 |
| Home repairs, maintenance and insurance | $42.8M | $2,593 | 86 |
| Lawn care, cleaning and other household services | $19.4M | $1,178 | 83 |
| Rent and homeowner costs | $223.3M | $13,548 | 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 Callaway County
- Population, 2025 estimate
- 45,765+3.2% since 2020
- Households
- 16,485
- Median age
- 40.9
- Homes lived in by their owners
- 76%
- Vehicles per household
- 2.1
- Land area
- 835 sq. mi.
- People per square mile
- 54
- Median household income
- $74,176+30.3% vs. 2015–2019, before inflation
- Average household income
- $88,804
- Median home value
- $201,600
- Jobs located here
- 15,131
- Daytime population
- 39,815Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Callaway 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 Callaway 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 Missouri 8
- Boone County, MO188,043 people
- Cole County, MO77,032 people
- Osage County, MO13,402 people
- Audrain County, MO24,548 people
- Montgomery County, MO11,426 people
- Moniteau County, MO15,262 people
- Gasconade County, MO14,746 people
- Cooper County, MO16,824 people
Questions
How fast is Callaway County, MO growing?
Population estimates put Callaway County at 45,765 people in 2025, up 3.2% since 2020, in step with the U.S. (+3.1%). It has 16,485 households. Median household income rose 30.3% from the 2015–2019 survey, before inflation.
How much do households in Callaway County, MO spend?
Households in Callaway County spend about $223.3M a year on rent and homeowner costs, $97.1M on groceries and $60.8M on food away from home. Set against the U.S., households in Callaway County spend the most on vehicle maintenance and repairs (an index of 127, where 100 is the U.S. average) and the least on child care and other personal services (62).
Which business types have the highest market scores in Callaway County, MO?
The highest Groundwork market scores in Callaway County are for dentists and orthodontists (88), medical and dental practices (84) and hair salons (83). Callaway County ranks #13 of 1,886 scored counties for dentists and orthodontists.
How does Callaway County, MO compare with the U.S.?
The median household income in Callaway County is $74,176 a year, 8% below the U.S. median of $80,734. The population rose 3.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $201,600, against $332,700 for the U.S. For its number of households, Callaway County has the most map listings, relative to the U.S., for pizza places (75% above the U.S. rate) and the fewest for medical and dental practices (66% 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 Callaway 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 Callaway 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 Callaway 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 Callaway 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.