County profile · Nebraska
Madison County, NE market data
Population, household spending and competition for 56 business types in Madison County, each scored against other counties.
- Population, 2025
- 36,106
- +1.6% since 2020
- Households
- 14,462
- Median household income
- $63,128
- +18.7% vs. 2015–2019, before inflation
- Median home value
- $208,500
- Jobs located here
- 21,019
- Highest market score
- 66
- Convenience stores, #542 of 2,261 scored counties
A site report maps the competitors on map listings around any address in Madison County by name and distance, and the households and spending within reach. Or open the report at the center of Madison 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 36,106 people live in Madison County, in 14,462 households. Population estimates put the population change in Madison County from 2020 to 2025 at +1.6%, slower than the U.S. (+3.1%). The median household income in Madison County is $63,128 a year, 22% below the U.S. median of $80,734. That rose 18.7% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Madison County spend the most on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and the least on child care and other personal services (63).
The highest Groundwork market scores in Madison County are for convenience stores (66), gyms and studios (62) and nail salons (51). Madison County ranks #542 of 2,261 scored counties for convenience stores.
Madison County is part of the Norfolk area. For its number of households, Madison County has the most map listings, relative to the U.S., for car washes and detailers (2.2 times the U.S. rate) and the fewest for gyms and studios (26% below the U.S. rate).
All 56 business types in Madison County
Highest Groundwork market score first. Each score compares Madison 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 |
|---|---|---|---|---|---|---|---|
| Convenience stores | 66 | #542 of 2,261 | 8 | 5.5 | $10.4M | 132 | Under 3 |
| Gyms, studios and classes | 62 | #533 of 2,088 | 16 | 11.1 | $708K | 107 | 4 |
| Nail salons | 51 | #664 of 1,328 | 7 | 4.8 | $1.9M | 114 | Under 3 |
| Grocery and convenience stores | 50 | #1,201 of 2,402 | 27 | 18.7 | $3.1M | 91 | 11 |
| Bakeries and dessert shops | 49 | #961 of 1,889 | 12 | 8.3 | $4.3M | 104 | 8 |
| Pet businesses | 49 | #1,131 of 2,200 | 14 | 9.7 | $796K | 91 | 9 |
| Optometrists and eye care | 47 | #740 of 1,302 | 6 | 4.1 | $3.2M | 101 | 4 |
| Gyms | 47 | #1,031 of 1,792 | 11 | 7.6 | $1M | 79 | 4 |
| Landscaping and lawn care | 46 | #811 of 1,493 | 5 | 3.5 | $3.3M | 114 | 18 |
| Sit-down restaurants | 45 | #1,429 of 2,405 | 79 | 54.6 | $655K | 99 | 25 |
| Salons, barbers and spas | 45 | #1,458 of 2,385 | 56 | 38.7 | $237K | 112 | 14 |
| Funeral homes | 44 | #877 of 1,472 | 7 | 4.8 | $319K | 47 | Under 3 |
| Spas and skin care | 44 | #1,092 of 1,769 | 14 | 9.7 | $949K | 108 | Under 3 |
| Tire shops | 43 | #956 of 1,530 | 8 | 5.5 | $2M | 78 | 4 |
| Lawn, cleaning and pest control | 42 | #1,159 of 1,771 | 9 | 6.2 | $1.9M | 110 | 29 |
| Gas stations | 41 | #1,541 of 2,358 | 20 | 13.8 | $2M | 84 | 24 |
| Coffee shops and cafes | 40 | #1,396 of 2,063 | 17 | 11.8 | $3M | 82 | 8 |
| Hair salons | 39 | #1,683 of 2,339 | 33 | 22.8 | $403K | 94 | 11 |
| Property management | 37 | #669 of 910 | 5 | 3.5 | Index only | 69 | 4 |
| Primary care and pediatrics | 34 | #1,305 of 1,656 | 16 | 11.1 | $1.2M | 67 | 34 |
| Grocery stores | 34 | #1,532 of 2,070 | 12 | 8.3 | $6.9M | 75 | 10 |
| Pizza | 34 | #1,660 of 2,090 | 15 | 10.4 | $3.4M | 68 | 36 |
| Veterinarians | 33 | #1,133 of 1,485 | 6 | 4.1 | $1.9M | 68 | 6 |
| Restaurants and cafes | 33 | #1,922 of 2,405 | 170 | 117.5 | $304K | 82 | 69 |
| Real estate agents and brokers | 33 | #1,935 of 2,176 | 33 | 22.8 | Index only | 107 | 13 |
| Roofing and gutters | 32 | #958 of 1,177 | 6 | 4.1 | $6.1M | 72 | Under 3 |
| Dentists and orthodontists | 32 | #1,589 of 1,886 | 22 | 15.2 | $866K | 88 | 18 |
| Mortgage brokers and lenders | 31 | #758 of 887 | 5 | 3.5 | Index only | 98 | Under 3 |
| Auto repair shops | 31 | #1,984 of 2,378 | 44 | 30.4 | $356K | 80 | 35 |
| Real estate | 31 | #2,039 of 2,229 | 45 | 31.1 | Index only | 98 | 22 |
| Chiropractors | 30 | #1,283 of 1,490 | 16 | 11.1 | $1.2M | 50 | 7 |
| Auto repair and car care | 29 | #2,061 of 2,401 | 79 | 54.6 | $198K | 74 | 45 |
| Car washes and detailing | 28 | #1,258 of 1,451 | 12 | 8.3 | $1.3M | 52 | 4 |
| Fast food and sandwich shops | 28 | #1,903 of 2,222 | 27 | 18.7 | $1.9M | 63 | 36 |
| Clothing, shoes and laundry | 28 | #1,906 of 2,210 | 50 | 34.6 | $533K | 60 | 17 |
| Collision repair and body shops | 27 | #1,160 of 1,327 | 9 | 6.2 | $1.7M | 56 | 12 |
| Doctors, dentists and clinics | 27 | #2,186 of 2,394 | 206 | 142.4 | $93K | 61 | 73 |
| Physical therapy | 26 | #1,268 of 1,422 | 16 | 11.1 | $1.2M | 50 | 10 |
| Clothing and shoe stores | 26 | #1,828 of 2,087 | 42 | 29.0 | $634K | 50 | 17 |
| HVAC and plumbing | 24 | #1,598 of 1,707 | 13 | 9.0 | $2.8M | 59 | 17 |
| Home repair trades | 22 | #1,973 of 2,057 | 26 | 18.0 | $1.4M | 58 | 35 |
| Child care and preschools | 18 | #1,516 of 1,611 | 13 | 9.0 | $407K | 41 | 21 |
| Electricians | 17 | #1,117 of 1,160 | 7 | 4.8 | $5.2M | 44 | 18 |
| Insurance agencies | 14 | #2,200 of 2,272 | 44 | 30.4 | $550K | 44 | 42 |
| House cleaning | Not scored | Not scored | 3 | 2.1 | $5.6M | 87 | 11 |
| Laundromats | Not scored | Not scored | 3 | 2.1 | $8.9M | 71 | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 3 | 2.1 | $3.8M | 187 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 2.1 | $3.7M | 82 | Under 3 |
| Barbershops | Not scored | Not scored | 2 | 1.4 | $6.6M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 1.4 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.4 | $7.8M | Too few | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 2 | 1.4 | $5.6M | Too few | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 1.4 | $9.5M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.4 | $5.7M | Too few | 4 |
| Pest control | Not scored | Not scored | 1 | 0.7 | $16.7M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Madison 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 | $15.7M | $1,084 | 113 |
| Gasoline and other fuels | $40M | $2,765 | 107 |
| Food away from home | $51.7M | $3,578 | 88 |
| Groceries | $83.2M | $5,751 | 91 |
| Personal care products and services | $13.3M | $919 | 91 |
| Child care and other personal services | $5.3M | $366 | 63 |
| Memberships, classes and admissions | $11.3M | $783 | 80 |
| Medical and dental services | $19.1M | $1,318 | 102 |
| Pets | $11.1M | $770 | 85 |
| Clothing, shoes and related services | $26.6M | $1,841 | 90 |
| Vehicle insurance | $24.2M | $1,675 | 86 |
| Home repairs, maintenance and insurance | $36.7M | $2,538 | 84 |
| Lawn care, cleaning and other household services | $16.7M | $1,154 | 82 |
| Rent and homeowner costs | $191.7M | $13,254 | 80 |
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 Madison County
- Population, 2025 estimate
- 36,106+1.6% since 2020
- Households
- 14,462
- Median age
- 38.5
- Homes lived in by their owners
- 65%
- Vehicles per household
- 1.9
- Land area
- 573 sq. mi.
- People per square mile
- 62
- Median household income
- $63,128+18.7% vs. 2015–2019, before inflation
- Average household income
- $87,535
- Median home value
- $208,500
- Jobs located here
- 21,019
- Daytime population
- 37,830Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Madison 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 Madison 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 Nebraska 8
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- Pierce County, NE7,325 people
- Wayne County, NE9,844 people
- Antelope County, NE6,305 people
- Cuming County, NE8,975 people
- Boone County, NE5,356 people
- Platte County, NE34,716 people
- Colfax County, NE10,641 people
Questions
How fast is Madison County, NE growing?
Population estimates put Madison County at 36,106 people in 2025, up 1.6% since 2020, slower than the U.S. (+3.1%). It has 14,462 households. Against the 2015–2019 survey, median household income rose 18.7%, before inflation.
How much do households in Madison County, NE spend?
Households in Madison County spend about $191.7M a year on rent and homeowner costs, $83.2M on groceries and $51.7M on food away from home. Relative to the U.S., household spending in Madison County runs highest on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and lowest on child care and other personal services (63).
Which business types have the highest market scores in Madison County, NE?
Of the business types scored in Madison County, convenience stores (66), gyms and studios (62) and nail salons (51) have the highest Groundwork market scores. For convenience stores, that ranks #542 of 2,261 scored counties.
How does Madison County, NE compare with the U.S.?
Median household income in Madison County is $63,128, 22% below the U.S. median of $80,734. The population rose 1.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $208,500, against $332,700 for the U.S. Against the U.S., map listings per household run highest for car washes and detailers (2.2 times the U.S. rate) and lowest for gyms and studios (26% 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. 44 of the 56 business types have a score in Madison 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 Madison 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 Madison 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 Madison 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.