Metro area profile · Nebraska
Omaha, NE-IA metro area market data
Population, household spending and competition for 56 business types in the Omaha metro area, each scored against other metro areas.
- Population, 2025
- 1,009,836
- +4.2% since 2020
- Households
- 389,812
- Median household income
- $84,829
- +25.0% vs. 2015–2019, before inflation
- Median home value
- $268,600
- Jobs located here
- 507,201
- Highest market score
- 85
- Oil change and quick lube, #2 of 290 scored metro areas
A site report maps the competitors on map listings around any address in the Omaha metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Omaha metro area. 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 1,009,836 people live in the Omaha metro area, in 389,812 households. Between 2020 and 2025, the population of the Omaha metro area grew 4.2%, faster than the U.S. (+3.1%). The median household income in the Omaha metro area is $84,829 a year, 5% above the U.S. median of $80,734. That rose 25.0% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Omaha metro area spend the most on medical and dental services (an index of 117, where 100 is the U.S. average) and the least on child care and other personal services (82).
The highest Groundwork market scores in the Omaha metro area are for oil change and quick-lube shops (85), nail salons (82) and convenience stores (81). The Omaha metro area ranks #2 of 290 scored metro areas for oil change and quick-lube shops.
The Omaha metro area takes in 8 counties: Douglas County, NE; Sarpy County, NE; Pottawattamie County, IA; Cass County, NE; and 4 more. For its number of households, the Omaha metro area has the most map listings, relative to the U.S., for roofing and gutter companies (81% above the U.S. rate) and the fewest for oil change and quick-lube shops (43% below the U.S. rate).
All 56 business types in the Omaha metro area
Highest Groundwork market score first. Each score compares the Omaha metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Oil change and quick lube | 85 | #2 of 290 | 15 | 0.4 | $28.7M | 209 | 20 |
| Nail salons | 82 | #3 of 387 | 180 | 4.6 | $2.3M | 138 | 25 |
| Convenience stores | 81 | #15 of 387 | 239 | 6.1 | $10.3M | 131 | 25 |
| Grocery and convenience stores | 81 | #18 of 387 | 578 | 14.8 | $4.3M | 126 | 163 |
| Laundromats | 77 | #29 of 364 | 42 | 1.1 | $19.7M | 158 | 21 |
| Urgent care and walk-in clinics | 76 | #12 of 197 | 15 | 0.4 | $39.3M | 160 | 31 |
| Dentists and orthodontists | 76 | #18 of 387 | 407 | 10.4 | $1.4M | 147 | 350 |
| Barbershops | 75 | #23 of 387 | 144 | 3.7 | $2.9M | 153 | 20 |
| Doctors, dentists and clinics | 75 | #32 of 387 | 3,071 | 78.8 | $192K | 126 | 1,255 |
| Sit-down restaurants | 73 | #33 of 387 | 2,003 | 51.4 | $819K | 123 | 693 |
| Tire shops | 73 | #46 of 386 | 133 | 3.4 | $3.2M | 129 | 54 |
| Bakeries and dessert shops | 71 | #31 of 387 | 304 | 7.8 | $5.4M | 130 | 249 |
| Auto repair and car care | 70 | #52 of 387 | 1,321 | 33.9 | $326K | 121 | 595 |
| Auto repair shops | 70 | #53 of 387 | 771 | 19.8 | $558K | 125 | 430 |
| Grocery stores | 70 | #60 of 387 | 216 | 5.5 | $11.4M | 123 | 138 |
| Primary care and pediatrics | 70 | #62 of 387 | 331 | 8.5 | $1.8M | 100 | 413 |
| Optometrists and eye care | 69 | #55 of 386 | 148 | 3.8 | $4M | 127 | 79 |
| Restaurants and cafes | 69 | #70 of 387 | 4,042 | 103.7 | $406K | 109 | 1,693 |
| Fast food and sandwich shops | 69 | #78 of 387 | 523 | 13.4 | $3.1M | 103 | 755 |
| Gas stations | 68 | #75 of 387 | 293 | 7.5 | $3.6M | 153 | 316 |
| Salons, barbers and spas | 67 | #42 of 387 | 1,566 | 40.2 | $265K | 124 | 501 |
| Pet grooming and boarding | 66 | #75 of 386 | 135 | 3.5 | $2.7M | 105 | 76 |
| Clothing, shoes and laundry | 66 | #90 of 387 | 826 | 21.2 | $1M | 114 | 340 |
| Pet businesses | 64 | #89 of 387 | 407 | 10.4 | $882K | 100 | 216 |
| Clothing and shoe stores | 64 | #102 of 387 | 612 | 15.7 | $1.4M | 106 | 286 |
| Property management | 63 | #75 of 374 | 83 | 2.1 | Index only | 125 | 160 |
| Pizza | 63 | #103 of 387 | 331 | 8.5 | $5M | 98 | 755 |
| Hair salons | 62 | #77 of 387 | 821 | 21.1 | $505K | 117 | 336 |
| Spas and skin care | 62 | #79 of 387 | 375 | 9.6 | $1.1M | 126 | 108 |
| Veterinarians | 62 | #104 of 384 | 132 | 3.4 | $2.7M | 100 | 106 |
| Home inspectors | 61 | #65 of 243 | 23 | 0.6 | Index only | 96 | 18 |
| Mortgage brokers and lenders | 60 | #101 of 373 | 124 | 3.2 | Index only | 120 | 43 |
| Physical therapy | 60 | #120 of 386 | 224 | 5.7 | $2.6M | 109 | 194 |
| Car washes and detailing | 58 | #133 of 387 | 165 | 4.2 | $2.6M | 104 | 82 |
| HVAC and plumbing | 57 | #137 of 387 | 233 | 6.0 | $4.9M | 102 | 372 |
| Yoga, Pilates and fitness studios | 56 | #113 of 347 | 77 | 2.0 | $5.2M | 129 | 180 |
| Gyms, studios and classes | 54 | #147 of 387 | 610 | 15.6 | $659K | 100 | 329 |
| Pest control | 54 | #148 of 345 | 53 | 1.4 | $9.7M | 95 | 45 |
| Dry cleaners | 53 | #134 of 272 | 57 | 1.5 | $14.5M | 93 | 33 |
| Gyms | 52 | #170 of 387 | 325 | 8.3 | $1.2M | 95 | 180 |
| Funeral homes | 51 | #167 of 377 | 70 | 1.8 | $668K | 98 | 39 |
| Martial arts and dance studios | 51 | #175 of 387 | 208 | 5.3 | $1.9M | 96 | 149 |
| Pet stores | 50 | #191 of 382 | 90 | 2.3 | $4M | 88 | 34 |
| Coffee shops and cafes | 50 | #200 of 387 | 515 | 13.2 | $3.2M | 86 | 230 |
| Electricians | 49 | #205 of 383 | 117 | 3.0 | $9.7M | 81 | 265 |
| Collision repair and body shops | 49 | #209 of 381 | 139 | 3.6 | $3.1M | 100 | 123 |
| Chiropractors | 46 | #219 of 386 | 293 | 7.5 | $2M | 84 | 188 |
| Real estate | 45 | #237 of 387 | 1,292 | 33.1 | Index only | 103 | 998 |
| Home repair trades | 42 | #254 of 387 | 603 | 15.5 | $1.9M | 77 | 781 |
| House cleaning | 42 | #254 of 375 | 88 | 2.3 | $5.8M | 91 | 316 |
| Real estate agents and brokers | 40 | #280 of 387 | 1,062 | 27.2 | Index only | 100 | 680 |
| Lawn, cleaning and pest control | 34 | #310 of 387 | 419 | 10.7 | $1.2M | 73 | 891 |
| Landscaping and lawn care | 31 | #319 of 385 | 278 | 7.1 | $1.8M | 63 | 530 |
| Roofing and gutters | 31 | #330 of 381 | 253 | 6.5 | $4.5M | 53 | 144 |
| Child care and preschools | 29 | #339 of 387 | 311 | 8.0 | $595K | 59 | 385 |
| Insurance agencies | 22 | #356 of 387 | 743 | 19.1 | $867K | 69 | 623 |
Household spending in the Omaha metro area
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 | $430.2M | $1,104 | 115 |
| Gasoline and other fuels | $1.1B | $2,738 | 105 |
| Food away from home | $1.6B | $4,208 | 103 |
| Groceries | $2.5B | $6,311 | 100 |
| Personal care products and services | $414.5M | $1,063 | 106 |
| Child care and other personal services | $185M | $475 | 82 |
| Memberships, classes and admissions | $402M | $1,031 | 105 |
| Medical and dental services | $589.3M | $1,512 | 117 |
| Pets | $359.1M | $921 | 101 |
| Clothing, shoes and related services | $828M | $2,124 | 103 |
| Vehicle insurance | $643.9M | $1,652 | 84 |
| Home repairs, maintenance and insurance | $1.1B | $2,910 | 96 |
| Lawn care, cleaning and other household services | $513.8M | $1,318 | 93 |
| Rent and homeowner costs | $5.8B | $14,841 | 89 |
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 the Omaha metro area
- Population, 2025 estimate
- 1,009,836+4.2% since 2020
- Households
- 389,812
- Median age
- 37.7
- Homes lived in by their owners
- 66%
- Vehicles per household
- 1.9
- Land area
- 4,346 sq. mi.
- People per square mile
- 226
- Median household income
- $84,829+25.0% vs. 2015–2019, before inflation
- Average household income
- $113,627
- Median home value
- $268,600
- Jobs located here
- 507,201
- Daytime population
- 999,164Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Omaha metro area?
These figures cover the whole metro area. 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 the Omaha metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Counties in the Omaha metro area 8
- Douglas County, NE590,736 people
- Sarpy County, NE197,389 people
- Pottawattamie County, IA93,424 people
- Cass County, NE27,161 people
- Saunders County, NE23,048 people
- Washington County, NE21,106 people
- Harrison County, IA14,632 people
- Mills County, IA14,568 people
Other markets based in Nebraska 11
- Lincoln, NE metro area344,337 people
- Grand Island, NE metro area76,794 people
- Kearney, NE area57,292 people
- Norfolk, NE area48,653 people
- Columbus, NE area45,357 people
- Hastings, NE area40,507 people
- Fremont, NE area37,351 people
- Scottsbluff, NE area36,585 people
- North Platte, NE area34,575 people
- Lexington, NE area26,242 people
- Beatrice, NE area21,629 people
Questions
How fast is the Omaha, NE-IA metro area growing?
Population estimates put the Omaha metro area at 1,009,836 people in 2025, up 4.2% since 2020, faster than the U.S. (+3.1%). It has 389,812 households. Against the 2015–2019 survey, median household income rose 25.0%, before inflation.
How much do households in the Omaha, NE-IA metro area spend?
Households in the Omaha metro area spend about $5.8B a year on rent and homeowner costs, $2.5B on groceries and $1.6B on food away from home. Relative to the U.S., household spending in the Omaha metro area runs highest on medical and dental services (an index of 117, where 100 is the U.S. average) and lowest on child care and other personal services (82).
Which business types have the highest market scores in the Omaha, NE-IA metro area?
Of the business types scored in the Omaha metro area, oil change and quick-lube shops (85), nail salons (82) and convenience stores (81) have the highest Groundwork market scores. For oil change and quick-lube shops, that ranks #2 of 290 scored metro areas.
How does the Omaha, NE-IA metro area compare with the U.S.?
Median household income in the Omaha metro area is $84,829, 5% above the U.S. median of $80,734. The population rose 4.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $268,600, against $332,700 for the U.S. Against the U.S., map listings per household run highest for roofing and gutter companies (81% above the U.S. rate) and lowest for oil change and quick-lube shops (43% 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. All 56 business types have a score in the Omaha metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Omaha metro area. 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 Nebraska · Every U.S. market · How we measure
Screening a site or an acquisition in the Omaha metro area?
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 the Omaha metro area. 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.