County profile · Missouri
Howell County, MO market data
Population, household spending and competition for 56 business types in Howell County, each scored against other counties.
- Population, 2025
- 40,798
- +2.5% since 2020
- Households
- 15,965
- Median household income
- $50,993
- +32.9% vs. 2015–2019, before inflation
- Median home value
- $173,000
- Jobs located here
- 15,317
- Highest market score
- 71
- Dentists and orthodontists, #239 of 1,886 scored counties
A site report maps the competitors on map listings around any address in Howell County by name and distance, and the households and spending within reach. Or open the report at the center of Howell 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 40,798 people live in Howell County, in 15,965 households. Population estimates show Howell County grew 2.5% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in Howell County is $50,993 a year, 37% below the U.S. median of $80,734. That rose 32.9% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Howell County spend the most on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and the least on child care and other personal services (49).
The highest Groundwork market scores in Howell County are for dentists and orthodontists (71), nail salons (57) and convenience stores (56). Howell County ranks #239 of 1,886 scored counties for dentists and orthodontists.
Howell County is part of the West Plains area. For its number of households, Howell County has the most map listings, relative to the U.S., for tire shops (2.6 times the U.S. rate) and the fewest for dentists and orthodontists (52% below the U.S. rate).
All 56 business types in Howell County
Highest Groundwork market score first. Each score compares Howell 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 | 71 | #239 of 1,886 | 10 | 6.3 | $1.9M | 190 | 8 |
| Nail salons | 57 | #476 of 1,328 | 5 | 3.1 | $2.6M | 154 | Under 3 |
| Convenience stores | 56 | #888 of 2,261 | 10 | 6.3 | $8.5M | 107 | Under 3 |
| Grocery and convenience stores | 52 | #1,134 of 2,402 | 33 | 20.7 | $2.6M | 76 | 6 |
| Landscaping and lawn care | 47 | #803 of 1,493 | 8 | 5.0 | $2M | 70 | 7 |
| Gas stations | 46 | #1,356 of 2,358 | 24 | 15.0 | $1.9M | 80 | 24 |
| Hair salons | 46 | #1,400 of 2,339 | 39 | 24.4 | $330K | 77 | 3 |
| Martial arts and dance studios | 44 | #839 of 1,334 | 5 | 3.1 | $1.9M | 96 | Under 3 |
| HVAC and plumbing | 43 | #1,097 of 1,707 | 9 | 5.6 | $4M | 83 | 12 |
| Lawn, cleaning and pest control | 42 | #1,184 of 1,771 | 14 | 8.8 | $1.2M | 70 | 7 |
| Grocery stores | 42 | #1,297 of 2,070 | 12 | 7.5 | $7M | 76 | 6 |
| Electricians | 41 | #810 of 1,160 | 6 | 3.8 | $5.9M | 49 | 3 |
| Salons, barbers and spas | 40 | #1,749 of 2,385 | 71 | 44.5 | $181K | 85 | 8 |
| Car washes and detailing | 39 | #1,012 of 1,451 | 9 | 5.6 | $2M | 78 | 6 |
| Fast food and sandwich shops | 39 | #1,542 of 2,222 | 22 | 13.8 | $2.2M | 74 | 26 |
| Bakeries and dessert shops | 38 | #1,372 of 1,889 | 15 | 9.4 | $3.3M | 79 | 7 |
| Coffee shops and cafes | 38 | #1,482 of 2,063 | 17 | 10.6 | $2.9M | 78 | 7 |
| Primary care and pediatrics | 37 | #1,243 of 1,656 | 18 | 11.3 | $1M | 58 | 21 |
| Pet grooming and boarding | 36 | #1,059 of 1,461 | 6 | 3.8 | $1.8M | 69 | Under 3 |
| Collision repair and body shops | 35 | #1,003 of 1,327 | 8 | 5.0 | $2.2M | 71 | 13 |
| Physical therapy | 35 | #1,102 of 1,422 | 9 | 5.6 | $2.1M | 86 | 13 |
| Home repair trades | 35 | #1,713 of 2,057 | 24 | 15.0 | $1.5M | 61 | 18 |
| Restaurants and cafes | 35 | #1,829 of 2,405 | 146 | 91.5 | $338K | 91 | 66 |
| Chiropractors | 34 | #1,169 of 1,490 | 10 | 6.3 | $1.9M | 78 | 9 |
| Doctors, dentists and clinics | 34 | #1,937 of 2,394 | 132 | 82.7 | $142K | 93 | 58 |
| Barbershops | 31 | #1,083 of 1,356 | 9 | 5.6 | $1.4M | 76 | Under 3 |
| Pizza | 31 | #1,775 of 2,090 | 25 | 15.7 | $2M | 39 | 26 |
| Tire shops | 30 | #1,255 of 1,530 | 16 | 10.0 | $1.1M | 44 | 7 |
| Sit-down restaurants | 30 | #2,038 of 2,405 | 81 | 50.7 | $610K | 92 | 32 |
| Auto repair and car care | 30 | #2,039 of 2,401 | 94 | 58.9 | $187K | 70 | 56 |
| Gyms, studios and classes | 29 | #1,822 of 2,088 | 21 | 13.2 | $459K | 69 | Under 3 |
| Auto repair shops | 29 | #2,066 of 2,378 | 61 | 38.2 | $288K | 65 | 39 |
| Roofing and gutters | 27 | #1,040 of 1,177 | 9 | 5.6 | $4M | 47 | 3 |
| Spas and skin care | 27 | #1,594 of 1,769 | 17 | 10.6 | $756K | 86 | 5 |
| Clothing, shoes and laundry | 27 | #1,928 of 2,210 | 44 | 27.6 | $592K | 67 | 15 |
| Gyms | 24 | #1,614 of 1,792 | 15 | 9.4 | $643K | 49 | Under 3 |
| Clothing and shoe stores | 24 | #1,870 of 2,087 | 36 | 22.5 | $724K | 57 | 15 |
| Child care and preschools | 23 | #1,444 of 1,611 | 10 | 6.3 | $456K | 46 | 11 |
| Pet businesses | 23 | #2,066 of 2,200 | 38 | 23.8 | $277K | 32 | 9 |
| Real estate agents and brokers | 23 | #2,133 of 2,176 | 52 | 32.6 | Index only | 68 | 15 |
| Real estate | 23 | #2,197 of 2,229 | 65 | 40.7 | Index only | 68 | 25 |
| Insurance agencies | 21 | #2,063 of 2,272 | 39 | 24.4 | $716K | 57 | 25 |
| Laundromats | 19 | #717 of 785 | 5 | 3.1 | $5.2M | 42 | Under 3 |
| Mortgage brokers and lenders | 16 | #874 of 887 | 9 | 5.6 | Index only | 55 | Under 3 |
| Pet stores | 16 | #926 of 974 | 8 | 5.0 | $1.3M | 29 | Under 3 |
| Veterinarians | 15 | #1,438 of 1,485 | 13 | 8.1 | $810K | 30 | 9 |
| Funeral homes | Not scored | Not scored | 4 | 2.5 | $617K | 91 | 6 |
| Property management | Not scored | Not scored | 4 | 2.5 | Index only | 86 | 3 |
| House cleaning | Not scored | Not scored | 3 | 1.9 | $5.5M | 85 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 3 | 1.9 | $6.2M | 199 | 4 |
| Pest control | Not scored | Not scored | 3 | 1.9 | $5.5M | 53 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $17.6M | Too few | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.6 | $9.6M | Too few | 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 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in Howell 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 | $17.6M | $1,101 | 115 |
| Gasoline and other fuels | $45.9M | $2,877 | 111 |
| Food away from home | $49.4M | $3,094 | 76 |
| Groceries | $84.6M | $5,299 | 84 |
| Personal care products and services | $12.9M | $805 | 80 |
| Child care and other personal services | $4.6M | $286 | 49 |
| Memberships, classes and admissions | $9.6M | $604 | 61 |
| Medical and dental services | $18.7M | $1,172 | 91 |
| Pets | $10.5M | $660 | 73 |
| Clothing, shoes and related services | $26.1M | $1,633 | 79 |
| Vehicle insurance | $27.9M | $1,748 | 89 |
| Home repairs, maintenance and insurance | $35.6M | $2,230 | 74 |
| Lawn care, cleaning and other household services | $16.4M | $1,026 | 73 |
| Rent and homeowner costs | $191.6M | $12,000 | 72 |
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 Howell County
- Population, 2025 estimate
- 40,798+2.5% since 2020
- Households
- 15,965
- Median age
- 41.7
- Homes lived in by their owners
- 70%
- Vehicles per household
- 2.0
- Land area
- 927 sq. mi.
- People per square mile
- 44
- Median household income
- $50,993+32.9% vs. 2015–2019, before inflation
- Average household income
- $66,539
- Median home value
- $173,000
- Jobs located here
- 15,317
- Daytime population
- 40,659Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Howell 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 Howell 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
- Oregon County, MO8,673 people
- Shannon County, MO7,177 people
- Ozark County, MO8,873 people
- Texas County, MO25,161 people
- Wright County, MO18,965 people
- Douglas County, MO11,965 people
- Carter County, MO5,297 people
- Dent County, MO14,539 people
Questions
How fast is Howell County, MO growing?
Population estimates put Howell County at 40,798 people in 2025, up 2.5% since 2020, slower than the U.S. (+3.1%). It has 15,965 households. Against the 2015–2019 survey, median household income rose 32.9%, before inflation.
How much do households in Howell County, MO spend?
Households in Howell County spend about $191.6M a year on rent and homeowner costs, $84.6M on groceries and $49.4M on food away from home. Relative to the U.S., household spending in Howell County runs highest on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and lowest on child care and other personal services (49).
Which business types have the highest market scores in Howell County, MO?
Of the business types scored in Howell County, dentists and orthodontists (71), nail salons (57) and convenience stores (56) have the highest Groundwork market scores. For dentists and orthodontists, that ranks #239 of 1,886 scored counties.
How does Howell County, MO compare with the U.S.?
Median household income in Howell County is $50,993, 37% below the U.S. median of $80,734. The population rose 2.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $173,000, against $332,700 for the U.S. Against the U.S., map listings per household run highest for tire shops (2.6 times the U.S. rate) and lowest for dentists and orthodontists (52% 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. 46 of the 56 business types have a score in Howell 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 Howell 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 Howell 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 Howell 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.