County profile · Missouri
Morgan County, MO market data
Population, household spending and competition for 56 business types in Morgan County, each scored against other counties.
- Population, 2025
- 22,418
- +6.8% since 2020
- Households
- 8,699
- Median household income
- $53,412
- +36.9% vs. 2015–2019, before inflation
- Median home value
- $194,400
- Jobs located here
- 4,715
- Highest market score
- 83
- Doctors, dentists and clinics, #66 of 2,394 scored counties
A site report maps the competitors on map listings around any address in Morgan County by name and distance, and the households and spending within reach. Or open the report at the center of Morgan 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 22,418 people live in Morgan County, in 8,699 households. Between 2020 and 2025, the population of Morgan County grew 6.8%, faster than the U.S. (+3.1%). The median household income in Morgan County is $53,412 a year, 34% below the U.S. median of $80,734. That rose 36.9% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Morgan County spend the most on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and the least on child care and other personal services (56).
The highest Groundwork market scores in Morgan County are for medical and dental practices (83); gyms and studios (76); and salons, barbers and spas (71). Morgan County ranks #66 of 2,394 scored counties for medical and dental practices.
For its number of households, Morgan County has the most map listings, relative to the U.S., for grocery stores (twice the U.S. rate) and the fewest for medical and dental practices (61% below the U.S. rate).
All 56 business types in Morgan County
Highest Groundwork market score first. Each score compares Morgan 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 | 83 | #66 of 2,394 | 29 | 33.3 | $369K | 242 | 6 |
| Gyms, studios and classes | 76 | #125 of 2,088 | 6 | 6.9 | $1M | 153 | Under 3 |
| Salons, barbers and spas | 71 | #268 of 2,385 | 25 | 28.7 | $295K | 139 | 3 |
| Fast food and sandwich shops | 70 | #365 of 2,222 | 8 | 9.2 | $3.6M | 117 | 11 |
| Auto repair shops | 65 | #520 of 2,378 | 16 | 18.4 | $572K | 129 | 11 |
| Clothing and shoe stores | 65 | #526 of 2,087 | 8 | 9.2 | $1.9M | 148 | Under 3 |
| Clothing, shoes and laundry | 65 | #532 of 2,210 | 11 | 12.6 | $1.4M | 155 | Under 3 |
| Funeral homes | 59 | #512 of 1,472 | 5 | 5.7 | $305K | 45 | Under 3 |
| Gyms | 59 | #573 of 1,792 | 5 | 5.7 | $1.2M | 93 | Under 3 |
| Physical therapy | 56 | #569 of 1,422 | 5 | 5.7 | $2.1M | 89 | Under 3 |
| Auto repair and car care | 54 | #1,030 of 2,401 | 32 | 36.8 | $286K | 106 | 18 |
| Hair salons | 47 | #1,337 of 2,339 | 19 | 21.8 | $389K | 90 | Under 3 |
| Tire shops | 45 | #909 of 1,530 | 5 | 5.7 | $1.8M | 73 | 3 |
| Pizza | 45 | #1,247 of 2,090 | 12 | 13.8 | $2.4M | 47 | 11 |
| Insurance agencies | 45 | #1,299 of 2,272 | 13 | 14.9 | $1.1M | 88 | 7 |
| Bakeries and dessert shops | 44 | #1,135 of 1,889 | 6 | 6.9 | $4.8M | 115 | 9 |
| Gas stations | 44 | #1,440 of 2,358 | 14 | 16.1 | $1.7M | 71 | 13 |
| Pet businesses | 42 | #1,446 of 2,200 | 12 | 13.8 | $512K | 58 | 4 |
| Convenience stores | 40 | #1,494 of 2,261 | 12 | 13.8 | $3.9M | 50 | 3 |
| Real estate | 32 | #2,019 of 2,229 | 36 | 41.4 | Index only | 70 | 11 |
| Lawn, cleaning and pest control | 31 | #1,560 of 1,771 | 10 | 11.5 | $938K | 56 | 12 |
| Real estate agents and brokers | 31 | #2,006 of 2,176 | 33 | 37.9 | Index only | 61 | 7 |
| Coffee shops and cafes | 29 | #1,793 of 2,063 | 11 | 12.6 | $2.6M | 70 | 9 |
| Landscaping and lawn care | 28 | #1,331 of 1,493 | 8 | 9.2 | $1.2M | 40 | 9 |
| Veterinarians | 27 | #1,278 of 1,485 | 5 | 5.7 | $1.2M | 45 | 4 |
| Restaurants and cafes | 26 | #2,172 of 2,405 | 116 | 133.3 | $246K | 66 | 50 |
| Grocery and convenience stores | 25 | #2,115 of 2,402 | 31 | 35.6 | $1.5M | 45 | 13 |
| HVAC and plumbing | 24 | #1,601 of 1,707 | 8 | 9.2 | $2.6M | 54 | 12 |
| Sit-down restaurants | 24 | #2,235 of 2,405 | 68 | 78.2 | $420K | 63 | 29 |
| Grocery stores | 23 | #1,827 of 2,070 | 12 | 13.8 | $3.9M | 42 | 10 |
| Home repair trades | 23 | #1,961 of 2,057 | 15 | 17.2 | $1.4M | 57 | 24 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 4.6 | $1.5M | 60 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 4 | 4.6 | $5.2M | 61 | 4 |
| Chiropractors | Not scored | Not scored | 3 | 3.4 | $3.6M | 149 | Under 3 |
| Electricians | Not scored | Not scored | 3 | 3.4 | $6.9M | 57 | 8 |
| Barbershops | Not scored | Not scored | 2 | 2.3 | $3.7M | Too few | Under 3 |
| Car washes and detailing | Not scored | Not scored | 2 | 2.3 | $4.6M | Too few | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 2.3 | $4.6M | Too few | 3 |
| Dentists and orthodontists | Not scored | Not scored | 2 | 2.3 | $5.3M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 2.3 | Index only | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 2.3 | $4.7M | Too few | 3 |
| Laundromats | Not scored | Not scored | 2 | 2.3 | $7.5M | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 2 | 2.3 | $3.7M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 2 | 2.3 | $5.3M | Too few | 3 |
| Pet stores | Not scored | Not scored | 2 | 2.3 | $3.1M | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 2.3 | $5.3M | Too few | 3 |
| Spas and skin care | Not scored | Not scored | 2 | 2.3 | $3.7M | Too few | Under 3 |
| Child care and preschools | Not scored | Not scored | 1 | 1.1 | $2.8M | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 1 | 1.1 | $15M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 1 | 1.1 | $6.1M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 1.1 | Index only | Too few | Under 3 |
| Mortgage brokers and lenders | 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 |
| Pest control | 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 Morgan 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 | $9.1M | $1,051 | 110 |
| Gasoline and other fuels | $23.6M | $2,717 | 105 |
| Food away from home | $28.6M | $3,283 | 81 |
| Groceries | $47.4M | $5,448 | 86 |
| Personal care products and services | $7.4M | $849 | 84 |
| Child care and other personal services | $2.8M | $324 | 56 |
| Memberships, classes and admissions | $6.1M | $699 | 71 |
| Medical and dental services | $10.7M | $1,229 | 95 |
| Pets | $6.1M | $706 | 78 |
| Clothing, shoes and related services | $15M | $1,726 | 84 |
| Vehicle insurance | $14.3M | $1,649 | 84 |
| Home repairs, maintenance and insurance | $20.6M | $2,371 | 79 |
| Lawn care, cleaning and other household services | $9.4M | $1,078 | 76 |
| Rent and homeowner costs | $109M | $12,534 | 75 |
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 Morgan County
- Population, 2025 estimate
- 22,418+6.8% since 2020
- Households
- 8,699
- Median age
- 42.9
- Homes lived in by their owners
- 80%
- Vehicles per household
- 1.9
- Land area
- 598 sq. mi.
- People per square mile
- 36
- Median household income
- $53,412+36.9% vs. 2015–2019, before inflation
- Average household income
- $79,664
- Median home value
- $194,400
- Jobs located here
- 4,715
- Daytime population
- 19,301Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Morgan 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 Morgan 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
- Miller County, MO25,269 people
- Moniteau County, MO15,262 people
- Camden County, MO43,667 people
- Benton County, MO20,151 people
- Pettis County, MO43,397 people
- Cole County, MO77,032 people
- Cooper County, MO16,824 people
- Hickory County, MO8,585 people
Questions
How fast is Morgan County, MO growing?
Population estimates put Morgan County at 22,418 people in 2025, up 6.8% since 2020, faster than the U.S. (+3.1%). It has 8,699 households. Against the 2015–2019 survey, median household income rose 36.9%, before inflation.
How much do households in Morgan County, MO spend?
Households in Morgan County spend about $109M a year on rent and homeowner costs, $47.4M on groceries and $28.6M on food away from home. Relative to the U.S., household spending in Morgan County runs highest on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and lowest on child care and other personal services (56).
Which business types have the highest market scores in Morgan County, MO?
Of the business types scored in Morgan County, medical and dental practices (83); gyms and studios (76); and salons, barbers and spas (71) have the highest Groundwork market scores. For medical and dental practices, that ranks #66 of 2,394 scored counties.
How does Morgan County, MO compare with the U.S.?
Median household income in Morgan County is $53,412, 34% below the U.S. median of $80,734. The population rose 6.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $194,400, against $332,700 for the U.S. Against the U.S., map listings per household run highest for grocery stores (twice the U.S. rate) and lowest for medical and dental practices (61% 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. 31 of the 56 business types have a score in Morgan 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 Morgan 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 Morgan 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 Morgan 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.