County profile · Missouri
Franklin County, MO market data
Population, household spending and competition for 56 business types in Franklin County, each scored against other counties.
- Population, 2025
- 108,090
- +3.1% since 2020
- Households
- 43,036
- Median household income
- $73,165
- +27.9% vs. 2015–2019, before inflation
- Median home value
- $227,600
- Jobs located here
- 38,594
- Highest market score
- 75
- Physical therapy, #130 of 1,422 scored counties
A site report maps the competitors on map listings around any address in Franklin County by name and distance, and the households and spending within reach. Or open the report at the center of Franklin 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 108,090 people live in Franklin County, in 43,036 households. Between 2020 and 2025, the population of Franklin County grew 3.1%, in step with the U.S. (+3.1%). The median household income in Franklin County is $73,165 a year, 9% below the U.S. median of $80,734. That rose 27.9% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Franklin County spend the most on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and the least on child care and other personal services (66).
The highest Groundwork market scores in Franklin County are for physical therapy clinics (75), primary care and pediatric clinics (75) and tire shops (74). Franklin County ranks #130 of 1,422 scored counties for physical therapy clinics.
Franklin County is part of the St. Louis metro area. For its number of households, Franklin County has the most map listings, relative to the U.S., for HVAC and plumbing companies (59% above the U.S. rate) and the fewest for primary care and pediatric clinics (51% below the U.S. rate).
All 56 business types in Franklin County
Highest Groundwork market score first. Each score compares Franklin 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 |
|---|---|---|---|---|---|---|---|
| Physical therapy | 75 | #130 of 1,422 | 13 | 3.0 | $4.6M | 191 | 15 |
| Primary care and pediatrics | 75 | #146 of 1,656 | 15 | 3.5 | $4M | 223 | 53 |
| Tire shops | 74 | #184 of 1,530 | 15 | 3.5 | $3.4M | 135 | 7 |
| Clothing, shoes and laundry | 74 | #271 of 2,210 | 53 | 12.3 | $1.6M | 177 | 15 |
| Car washes and detailing | 71 | #217 of 1,451 | 21 | 4.9 | $2.4M | 96 | 5 |
| Clothing and shoe stores | 71 | #353 of 2,087 | 41 | 9.5 | $2M | 159 | 15 |
| Nail salons | 69 | #173 of 1,328 | 17 | 4.0 | $2.5M | 147 | Under 3 |
| Martial arts and dance studios | 67 | #220 of 1,334 | 15 | 3.5 | $2.4M | 121 | 9 |
| Bakeries and dessert shops | 67 | #345 of 1,889 | 34 | 7.9 | $4.8M | 116 | 16 |
| Dentists and orthodontists | 67 | #351 of 1,886 | 39 | 9.1 | $1.5M | 156 | 31 |
| Sit-down restaurants | 67 | #461 of 2,405 | 175 | 40.7 | $932K | 140 | 71 |
| Barbershops | 65 | #325 of 1,356 | 11 | 2.6 | $3.8M | 202 | 4 |
| Spas and skin care | 65 | #378 of 1,769 | 40 | 9.3 | $1M | 119 | 5 |
| Coffee shops and cafes | 64 | #479 of 2,063 | 40 | 9.3 | $4.1M | 110 | 16 |
| Restaurants and cafes | 64 | #610 of 2,405 | 372 | 86.4 | $439K | 118 | 166 |
| Doctors, dentists and clinics | 62 | #658 of 2,394 | 227 | 52.7 | $263K | 172 | 130 |
| Hair salons | 61 | #649 of 2,339 | 92 | 21.4 | $454K | 106 | 19 |
| Grocery and convenience stores | 61 | #779 of 2,402 | 106 | 24.6 | $2.4M | 72 | 19 |
| Funeral homes | 60 | #479 of 1,472 | 10 | 2.3 | $638K | 94 | 7 |
| Salons, barbers and spas | 60 | #661 of 2,385 | 161 | 37.4 | $260K | 122 | 29 |
| Child care and preschools | 58 | #604 of 1,611 | 16 | 3.7 | $1M | 102 | 23 |
| Yoga, Pilates and fitness studios | 56 | #257 of 777 | 6 | 1.4 | $6.1M | 150 | 17 |
| Lawn, cleaning and pest control | 56 | #625 of 1,771 | 21 | 4.9 | $2.5M | 148 | 78 |
| Convenience stores | 56 | #909 of 2,261 | 47 | 10.9 | $5.5M | 69 | Under 3 |
| Gyms, studios and classes | 55 | #807 of 2,088 | 52 | 12.1 | $702K | 106 | 26 |
| Landscaping and lawn care | 54 | #597 of 1,493 | 14 | 3.3 | $3.7M | 127 | 54 |
| Gas stations | 54 | #1,001 of 2,358 | 70 | 16.3 | $1.8M | 77 | 51 |
| Fast food and sandwich shops | 54 | #1,002 of 2,222 | 63 | 14.6 | $2.6M | 85 | 77 |
| Mortgage brokers and lenders | 53 | #383 of 887 | 13 | 3.0 | Index only | 117 | 5 |
| Auto repair shops | 53 | #1,059 of 2,378 | 109 | 25.3 | $467K | 105 | 73 |
| Collision repair and body shops | 52 | #616 of 1,327 | 16 | 3.7 | $3.2M | 103 | 23 |
| Pizza | 52 | #961 of 2,090 | 45 | 10.5 | $3.6M | 71 | 77 |
| Oil change and quick lube | 51 | #249 of 479 | 5 | 1.2 | $10.2M | 74 | 4 |
| Gyms | 51 | #876 of 1,792 | 31 | 7.2 | $1.2M | 90 | 17 |
| Grocery stores | 51 | #995 of 2,070 | 35 | 8.1 | $7.3M | 79 | 19 |
| Optometrists and eye care | 50 | #682 of 1,302 | 21 | 4.9 | $2.8M | 91 | 11 |
| Real estate agents and brokers | 50 | #1,048 of 2,176 | 74 | 17.2 | Index only | 147 | 36 |
| Real estate | 50 | #1,081 of 2,229 | 95 | 22.1 | Index only | 144 | 53 |
| Auto repair and car care | 49 | #1,270 of 2,401 | 197 | 45.8 | $258K | 96 | 92 |
| Chiropractors | 48 | #816 of 1,490 | 30 | 7.0 | $2M | 83 | 20 |
| Roofing and gutters | 46 | #679 of 1,177 | 15 | 3.5 | $7.7M | 91 | 12 |
| Pet stores | 43 | #608 of 974 | 11 | 2.6 | $3.2M | 71 | 4 |
| Pet grooming and boarding | 38 | #1,022 of 1,461 | 24 | 5.6 | $1.5M | 58 | 12 |
| Pet businesses | 36 | #1,682 of 2,200 | 64 | 14.9 | $552K | 63 | 37 |
| Veterinarians | 35 | #1,096 of 1,485 | 21 | 4.9 | $1.7M | 62 | 21 |
| HVAC and plumbing | 35 | #1,375 of 1,707 | 43 | 10.0 | $2.7M | 56 | 40 |
| Home repair trades | 33 | #1,772 of 2,057 | 74 | 17.2 | $1.6M | 64 | 94 |
| Electricians | 32 | #953 of 1,160 | 16 | 3.7 | $7.2M | 60 | 42 |
| Insurance agencies | 28 | #1,879 of 2,272 | 84 | 19.5 | $936K | 75 | 63 |
| Home inspectors | Not scored | Not scored | 4 | 0.9 | Index only | 57 | Under 3 |
| House cleaning | Not scored | Not scored | 4 | 0.9 | $13M | 204 | 19 |
| Laundromats | Not scored | Not scored | 4 | 0.9 | $20.7M | 165 | Under 3 |
| Property management | Not scored | Not scored | 4 | 0.9 | Index only | 267 | 5 |
| Pest control | Not scored | Not scored | 3 | 0.7 | $17.4M | 170 | 5 |
| Dry cleaners | Not scored | Not scored | 2 | 0.5 | $41.4M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.5 | $29.8M | Too few | Under 3 |
Household spending in Franklin 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 | $50.9M | $1,182 | 123 |
| Gasoline and other fuels | $129.1M | $3,000 | 116 |
| Food away from home | $163.2M | $3,791 | 93 |
| Groceries | $257.2M | $5,975 | 95 |
| Personal care products and services | $41.8M | $972 | 97 |
| Child care and other personal services | $16.4M | $381 | 66 |
| Memberships, classes and admissions | $36.5M | $848 | 86 |
| Medical and dental services | $59.7M | $1,386 | 108 |
| Pets | $35.3M | $821 | 90 |
| Clothing, shoes and related services | $82.8M | $1,924 | 94 |
| Vehicle insurance | $78.6M | $1,827 | 93 |
| Home repairs, maintenance and insurance | $114.9M | $2,670 | 88 |
| Lawn care, cleaning and other household services | $52.1M | $1,210 | 86 |
| Rent and homeowner costs | $594.3M | $13,810 | 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 Franklin County
- Population, 2025 estimate
- 108,090+3.1% since 2020
- Households
- 43,036
- Median age
- 41.7
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.1
- Land area
- 923 sq. mi.
- People per square mile
- 115
- Median household income
- $73,165+27.9% vs. 2015–2019, before inflation
- Average household income
- $92,432
- Median home value
- $227,600
- Jobs located here
- 38,594
- Daytime population
- 91,932Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Franklin 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 Franklin 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
- Warren County, MO37,177 people
- Gasconade County, MO14,746 people
- Jefferson County, MO229,458 people
- St. Charles County, MO414,535 people
- Crawford County, MO22,797 people
- Washington County, MO23,470 people
- St. Louis County, MO995,569 people
- Lincoln County, MO63,057 people
Questions
How fast is Franklin County, MO growing?
Population estimates put Franklin County at 108,090 people in 2025, up 3.1% since 2020, in step with the U.S. (+3.1%). It has 43,036 households. Against the 2015–2019 survey, median household income rose 27.9%, before inflation.
How much do households in Franklin County, MO spend?
Households in Franklin County spend about $594.3M a year on rent and homeowner costs, $257.2M on groceries and $163.2M on food away from home. Relative to the U.S., household spending in Franklin County runs highest on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and lowest on child care and other personal services (66).
Which business types have the highest market scores in Franklin County, MO?
Of the business types scored in Franklin County, physical therapy clinics (75), primary care and pediatric clinics (75) and tire shops (74) have the highest Groundwork market scores. For physical therapy clinics, that ranks #130 of 1,422 scored counties.
How does Franklin County, MO compare with the U.S.?
Median household income in Franklin County is $73,165, 9% below the U.S. median of $80,734. The population rose 3.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $227,600, against $332,700 for the U.S. Against the U.S., map listings per household run highest for HVAC and plumbing companies (59% above the U.S. rate) and lowest for primary care and pediatric clinics (51% 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. 49 of the 56 business types have a score in Franklin 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 Franklin 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 Franklin 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 Franklin 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.