County profile · Nebraska
Otoe County, NE market data
Population, household spending and competition for 56 business types in Otoe County, each scored against other counties.
- Population, 2025
- 16,531
- +3.9% since 2020
- Households
- 6,383
- Median household income
- $82,188
- +38.9% vs. 2015–2019, before inflation
- Median home value
- $201,600
- Jobs located here
- 5,857
- Highest market score
- 69
- Gyms, studios and classes, #291 of 2,088 scored counties
A site report maps the competitors on map listings around any address in Otoe County by name and distance, and the households and spending within reach. Or open the report at the center of Otoe 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 16,531 people live in Otoe County, in 6,383 households. Population estimates put the population change in Otoe County from 2020 to 2025 at +3.9%, faster than the U.S. (+3.1%). The median household income in Otoe County is $82,188 a year, 2% above the U.S. median of $80,734. That rose 38.9% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Otoe County spend the most on vehicle maintenance and repairs (an index of 133, where 100 is the U.S. average) and the least on child care and other personal services (71).
The highest Groundwork market scores in Otoe County are for gyms and studios (69), clothing and shoe stores (66) and sit-down restaurants (65). Otoe County ranks #291 of 2,088 scored counties for gyms and studios.
For its number of households, Otoe County has the most map listings, relative to the U.S., for pet businesses (2.1 times the U.S. rate) and the fewest for real estate businesses (59% below the U.S. rate).
All 56 business types in Otoe County
Highest Groundwork market score first. Each score compares Otoe 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 |
|---|---|---|---|---|---|---|---|
| Gyms, studios and classes | 69 | #291 of 2,088 | 8 | 12.5 | $719K | 109 | Under 3 |
| Clothing and shoe stores | 66 | #506 of 2,087 | 8 | 12.5 | $1.6M | 125 | Under 3 |
| Sit-down restaurants | 65 | #545 of 2,405 | 39 | 61.1 | $648K | 98 | 6 |
| Gas stations | 65 | #547 of 2,358 | 6 | 9.4 | $3.4M | 144 | 13 |
| Doctors, dentists and clinics | 64 | #578 of 2,394 | 32 | 50.1 | $284K | 186 | 21 |
| Gyms | 63 | #437 of 1,792 | 5 | 7.8 | $1.2M | 88 | Under 3 |
| Dentists and orthodontists | 61 | #535 of 1,886 | 6 | 9.4 | $1.5M | 154 | 7 |
| Pizza | 61 | #617 of 2,090 | 5 | 7.8 | $5.1M | 100 | 13 |
| Real estate agents and brokers | 60 | #554 of 2,176 | 8 | 12.5 | Index only | 207 | 6 |
| Real estate | 59 | #616 of 2,229 | 10 | 15.7 | Index only | 208 | 10 |
| Salons, barbers and spas | 59 | #688 of 2,385 | 21 | 32.9 | $306K | 144 | 9 |
| Grocery and convenience stores | 59 | #846 of 2,402 | 15 | 23.5 | $2.6M | 77 | 4 |
| Auto repair and car care | 58 | #845 of 2,401 | 29 | 45.4 | $281K | 105 | 13 |
| Clothing, shoes and laundry | 56 | #889 of 2,210 | 14 | 21.9 | $907K | 103 | Under 3 |
| Restaurants and cafes | 55 | #992 of 2,405 | 77 | 120.6 | $328K | 89 | 23 |
| Auto repair shops | 54 | #1,012 of 2,378 | 18 | 28.2 | $453K | 102 | 11 |
| Coffee shops and cafes | 53 | #904 of 2,063 | 7 | 11.0 | $3.6M | 98 | 4 |
| Fast food and sandwich shops | 48 | #1,242 of 2,222 | 11 | 17.2 | $2.3M | 75 | 13 |
| Pet businesses | 45 | #1,351 of 2,200 | 14 | 21.9 | $392K | 45 | 3 |
| Insurance agencies | 42 | #1,383 of 2,272 | 8 | 12.5 | $1.6M | 124 | 14 |
| Hair salons | 41 | #1,602 of 2,339 | 17 | 26.6 | $378K | 88 | 7 |
| Pet grooming and boarding | 36 | #1,073 of 1,461 | 6 | 9.4 | $915K | 36 | Under 3 |
| Funeral homes | 36 | #1,084 of 1,472 | 5 | 7.8 | $213K | 31 | 3 |
| Grocery stores | 36 | #1,493 of 2,070 | 9 | 14.1 | $4.3M | 47 | 4 |
| Veterinarians | 32 | #1,175 of 1,485 | 5 | 7.8 | $1.1M | 40 | 3 |
| HVAC and plumbing | 32 | #1,457 of 1,707 | 6 | 9.4 | $2.9M | 61 | 9 |
| Home repair trades | 31 | #1,830 of 2,057 | 13 | 20.4 | $1.3M | 55 | 16 |
| Bakeries and dessert shops | Not scored | Not scored | 4 | 6.3 | $6.3M | 153 | 4 |
| Child care and preschools | Not scored | Not scored | 4 | 6.3 | $657K | 66 | 3 |
| Chiropractors | Not scored | Not scored | 4 | 6.3 | $2.3M | 95 | 4 |
| Convenience stores | Not scored | Not scored | 4 | 6.3 | $9.8M | 124 | Under 3 |
| Electricians | Not scored | Not scored | 4 | 6.3 | $4.3M | 36 | 7 |
| Lawn, cleaning and pest control | Not scored | Not scored | 4 | 6.3 | $2M | 118 | 11 |
| Optometrists and eye care | Not scored | Not scored | 4 | 6.3 | $2.3M | 72 | 3 |
| Tire shops | Not scored | Not scored | 4 | 6.3 | $2M | 81 | Under 3 |
| Car washes and detailing | Not scored | Not scored | 3 | 4.7 | $2.7M | 108 | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 3 | 4.7 | $2.6M | 90 | 6 |
| Martial arts and dance studios | Not scored | Not scored | 3 | 4.7 | $1.9M | 95 | Under 3 |
| Physical therapy | Not scored | Not scored | 3 | 4.7 | $3M | 126 | 3 |
| Roofing and gutters | Not scored | Not scored | 3 | 4.7 | $5.8M | 68 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 3.1 | $4.1M | Too few | 3 |
| Laundromats | Not scored | Not scored | 2 | 3.1 | $6.3M | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 2 | 3.1 | $3.2M | Too few | Under 3 |
| Barbershops | Not scored | Not scored | 1 | 1.6 | $6.4M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 1.6 | $7.9M | Too few | 5 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 1.6 | Index only | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 1.6 | $5.5M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 1.6 | Index only | Too few | Under 3 |
| Spas and skin care | Not scored | Not scored | 1 | 1.6 | $6.4M | 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 |
| 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 |
| Primary care and pediatrics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 4 |
| 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 Otoe 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 | $8.2M | $1,277 | 133 |
| Gasoline and other fuels | $20.6M | $3,234 | 125 |
| Food away from home | $25.3M | $3,962 | 97 |
| Groceries | $39.1M | $6,122 | 97 |
| Personal care products and services | $6.4M | $1,006 | 100 |
| Child care and other personal services | $2.6M | $412 | 71 |
| Memberships, classes and admissions | $5.8M | $902 | 92 |
| Medical and dental services | $9.1M | $1,422 | 110 |
| Pets | $5.5M | $860 | 95 |
| Clothing, shoes and related services | $12.7M | $1,989 | 97 |
| Vehicle insurance | $12.5M | $1,958 | 100 |
| Home repairs, maintenance and insurance | $17.3M | $2,716 | 90 |
| Lawn care, cleaning and other household services | $7.9M | $1,242 | 88 |
| Rent and homeowner costs | $90.3M | $14,146 | 85 |
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 Otoe County
- Population, 2025 estimate
- 16,531+3.9% since 2020
- Households
- 6,383
- Median age
- 42.1
- Homes lived in by their owners
- 82%
- Vehicles per household
- 2.2
- Land area
- 616 sq. mi.
- People per square mile
- 26
- Median household income
- $82,188+38.9% vs. 2015–2019, before inflation
- Average household income
- $104,311
- Median home value
- $201,600
- Jobs located here
- 5,857
- Daytime population
- 13,327Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Otoe 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 Otoe County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
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Questions
How fast is Otoe County, NE growing?
Population estimates put Otoe County at 16,531 people in 2025, up 3.9% since 2020, faster than the U.S. (+3.1%). It has 6,383 households. Against the 2015–2019 survey, median household income rose 38.9%, before inflation.
How much do households in Otoe County, NE spend?
Households in Otoe County spend about $90.3M a year on rent and homeowner costs, $39.1M on groceries and $25.3M on food away from home. Relative to the U.S., household spending in Otoe County runs highest on vehicle maintenance and repairs (an index of 133, where 100 is the U.S. average) and lowest on child care and other personal services (71).
Which business types have the highest market scores in Otoe County, NE?
Of the business types scored in Otoe County, gyms and studios (69), clothing and shoe stores (66) and sit-down restaurants (65) have the highest Groundwork market scores. For gyms and studios, that ranks #291 of 2,088 scored counties.
How does Otoe County, NE compare with the U.S.?
Median household income in Otoe County is $82,188, 2% above the U.S. median of $80,734. The population rose 3.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $201,600, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pet businesses (2.1 times the U.S. rate) and lowest for real estate businesses (59% 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. 27 of the 56 business types have a score in Otoe 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 Otoe 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 Otoe 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 Otoe 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.