County profile · Missouri
Howard County, MO market data
How Howard County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 10,180
- +0.3% since 2020
- Households
- 3,585
- Median household income
- $65,938
- +25.1% vs. 2015–2019, before inflation
- Median home value
- $159,400
- Jobs located here
- 2,720
- Highest market score
- 70
- Doctors, dentists and clinics, #346 of 2,394 scored counties
A site report maps the competitors on map listings around any address in Howard County by name and distance, and the households and spending within reach. Or open the report at the center of Howard 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
Howard County has an estimated 10,180 people and 3,585 households. Population estimates put the population change in Howard County from 2020 to 2025 at +0.3%, slower than the U.S. (+3.1%). Median household income in Howard County is $65,938, 18% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 25.1%, before inflation.
Relative to the U.S., household spending in Howard County runs highest on vehicle maintenance and repairs (an index of 121, where 100 is the U.S. average) and lowest on child care and other personal services (57).
Of the business types scored in Howard County, medical and dental practices (70), auto repair and car care businesses (67) and auto repair shops (66) have the highest Groundwork market scores. For medical and dental practices, that ranks #346 of 2,394 scored counties.
Howard County is part of the Columbia metro area. Against the U.S., map listings per household run highest for auto repair and car care businesses (6% below the U.S. rate) and lowest for medical and dental practices (47% below the U.S. rate).
All 56 business types in Howard County
Highest Groundwork market score first. Each score compares Howard 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 |
|---|---|---|---|---|---|---|---|
| Doctors, dentists and clinics | 70 | #346 of 2,394 | 16 | 44.6 | $293K | 192 | 3 |
| Auto repair and car care | 67 | #456 of 2,401 | 12 | 33.5 | $345K | 129 | 5 |
| Auto repair shops | 66 | #500 of 2,378 | 8 | 22.3 | $518K | 117 | 3 |
| Salons, barbers and spas | 63 | #515 of 2,385 | 6 | 16.7 | $544K | 256 | 3 |
| Restaurants and cafes | 58 | #827 of 2,405 | 29 | 80.9 | $436K | 118 | 12 |
| Sit-down restaurants | 51 | #1,116 of 2,405 | 14 | 39.1 | $904K | 136 | 7 |
| Grocery and convenience stores | 48 | #1,285 of 2,402 | 7 | 19.5 | $2.9M | 87 | Under 3 |
| Home repair trades | 44 | #1,334 of 2,057 | 5 | 13.9 | $1.8M | 75 | 3 |
| Real estate agents and brokers | 44 | #1,362 of 2,176 | 5 | 13.9 | Index only | 173 | Under 3 |
| Real estate | 44 | #1,376 of 2,229 | 6 | 16.7 | Index only | 181 | Under 3 |
| Clothing, shoes and laundry | 40 | #1,506 of 2,210 | 7 | 19.5 | $923K | 105 | Under 3 |
| Clothing and shoe stores | 31 | #1,682 of 2,087 | 7 | 19.5 | $923K | 73 | Under 3 |
| Insurance agencies | 31 | #1,788 of 2,272 | 9 | 25.1 | $730K | 58 | 3 |
| Chiropractors | 26 | #1,360 of 1,490 | 5 | 13.9 | $938K | 39 | Under 3 |
| Coffee shops and cafes | 24 | #1,908 of 2,063 | 5 | 13.9 | $2.5M | 68 | 3 |
| Pizza | 23 | #1,961 of 2,090 | 6 | 16.7 | $2.1M | 42 | Under 3 |
| Pet businesses | 19 | #2,133 of 2,200 | 8 | 22.3 | $339K | 39 | Under 3 |
| Hair salons | Not scored | Not scored | 4 | 11.2 | $816K | 190 | 3 |
| Pet stores | Not scored | Not scored | 4 | 11.2 | $678K | 15 | Under 3 |
| Bakeries and dessert shops | Not scored | Not scored | 3 | 8.4 | $4.2M | 102 | 3 |
| Electricians | Not scored | Not scored | 3 | 8.4 | $3M | 25 | Under 3 |
| Funeral homes | Not scored | Not scored | 3 | 8.4 | $212K | 31 | Under 3 |
| Gas stations | Not scored | Not scored | 3 | 8.4 | $3.6M | 151 | 4 |
| Gyms | Not scored | Not scored | 3 | 8.4 | $882K | 68 | Under 3 |
| Gyms, studios and classes | Not scored | Not scored | 3 | 8.4 | $882K | 133 | Under 3 |
| Veterinarians | Not scored | Not scored | 3 | 8.4 | $905K | 33 | Under 3 |
| Convenience stores | Not scored | Not scored | 2 | 5.6 | $10.3M | Too few | Under 3 |
| Fast food and sandwich shops | Not scored | Not scored | 2 | 5.6 | $6.3M | Too few | Under 3 |
| Grocery stores | Not scored | Not scored | 2 | 5.6 | $10.3M | Too few | Under 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 2 | 5.6 | $2M | Too few | 3 |
| Physical therapy | Not scored | Not scored | 2 | 5.6 | $2.3M | Too few | Under 3 |
| Spas and skin care | Not scored | Not scored | 2 | 5.6 | $1.6M | Too few | Under 3 |
| Car washes and detailing | Not scored | Not scored | 1 | 2.8 | $4.1M | Too few | Under 3 |
| Child care and preschools | Not scored | Not scored | 1 | 2.8 | $1.2M | Too few | Under 3 |
| Dentists and orthodontists | Not scored | Not scored | 1 | 2.8 | $4.7M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 2.8 | $4.1M | Too few | Under 3 |
| HVAC and plumbing | Not scored | Not scored | 1 | 2.8 | $9.1M | Too few | 3 |
| Landscaping and lawn care | Not scored | Not scored | 1 | 2.8 | $4.1M | Too few | 3 |
| Property management | Not scored | Not scored | 1 | 2.8 | Index only | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 1 | 2.8 | $9.1M | Too few | Under 3 |
| Barbershops | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Laundromats | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Nail salons | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pet grooming and boarding | 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 | 3 |
| Tire shops | 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 Howard 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 | $4.1M | $1,156 | 121 |
| Gasoline and other fuels | $10.8M | $3,007 | 116 |
| Food away from home | $12.7M | $3,530 | 87 |
| Groceries | $20.5M | $5,730 | 91 |
| Personal care products and services | $3.3M | $910 | 91 |
| Child care and other personal services | $1.2M | $331 | 57 |
| Memberships, classes and admissions | $2.6M | $738 | 75 |
| Medical and dental services | $4.7M | $1,308 | 102 |
| Pets | $2.7M | $757 | 83 |
| Clothing, shoes and related services | $6.5M | $1,802 | 88 |
| Vehicle insurance | $6.6M | $1,833 | 94 |
| Home repairs, maintenance and insurance | $9.1M | $2,530 | 84 |
| Lawn care, cleaning and other household services | $4.1M | $1,139 | 81 |
| Rent and homeowner costs | $47.1M | $13,146 | 79 |
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 Howard County
- Population, 2025 estimate
- 10,180+0.3% since 2020
- Households
- 3,585
- Median age
- 39.5
- Homes lived in by their owners
- 79%
- Vehicles per household
- 2.1
- Land area
- 464 sq. mi.
- People per square mile
- 22
- Median household income
- $65,938+25.1% vs. 2015–2019, before inflation
- Average household income
- $83,071
- Median home value
- $159,400
- Jobs located here
- 2,720
- Daytime population
- 8,278Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Howard 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 Howard 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
- Cooper County, MO16,824 people
- Randolph County, MO24,365 people
- Boone County, MO188,043 people
- Chariton County, MO7,390 people
- Saline County, MO23,231 people
- Moniteau County, MO15,262 people
- Pettis County, MO43,397 people
- Callaway County, MO44,741 people
Questions
How fast is Howard County, MO growing?
Population estimates put Howard County at 10,180 people in 2025, up 0.3% since 2020, slower than the U.S. (+3.1%). It has 3,585 households. Median household income rose 25.1% from the 2015–2019 survey, before inflation.
How much do households in Howard County, MO spend?
Households in Howard County spend about $47.1M a year on rent and homeowner costs, $20.5M on groceries and $12.7M on food away from home. Set against the U.S., households in Howard County spend the most on vehicle maintenance and repairs (an index of 121, where 100 is the U.S. average) and the least on child care and other personal services (57).
Which business types have the highest market scores in Howard County, MO?
The highest Groundwork market scores in Howard County are for medical and dental practices (70), auto repair and car care businesses (67) and auto repair shops (66). Howard County ranks #346 of 2,394 scored counties for medical and dental practices.
How does Howard County, MO compare with the U.S.?
The median household income in Howard County is $65,938 a year, 18% below the U.S. median of $80,734. The population rose 0.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $159,400, against $332,700 for the U.S. For its number of households, Howard County has the most map listings, relative to the U.S., for auto repair and car care businesses (6% below the U.S. rate) and the fewest for medical and dental practices (47% 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. 17 of the 56 business types have a score in Howard 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 Howard 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 Missouri · Every U.S. market · How we measure
Screening a site or an acquisition in Howard 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 Howard 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.