Beauty and personal care · Metro area · Iowa
Salons, barbers and spas in the Des Moines-West Des Moines, IA metro area
How the Des Moines-West Des Moines, IA metro area compares with other metro areas and the U.S. for salons, barbers and spas: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 60 out of 100: Upper middle
Ranked #87 of 387 scored metro areas
#5 of 8 scored metro areas based in Iowa
- Listings
- 1,327
- 227 chain locations (17%)
- Official establishments
- 432
- +10.5% since 2019
- Household spending a year
- $316.4M
- On personal care products and services · $1,073 a household
- Spending per listing
- $238K
- 12% above the U.S.
- Listings per 10k households
- 45.0
- 5% below the U.S.
- Population, 2025
- 758,539
- +6.7% since 2020
See the salons, barbers and spas around any address in the Des Moines-West Des Moines metro area
The site report maps the salons, barbers and spas on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Des Moines-West Des Moines 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
Map listings as of September 2026 show 1,327 salons, barbers and spas in the Des Moines-West Des Moines metro area. Of those, 227 are chain locations, or 17%, against 15% across the U.S. That is 45.0 per 10,000 households, 5% below the U.S. rate of 47.2.
Household spending on personal care products and services in the Des Moines-West Des Moines metro area comes to about $316.4M a year: $1,073 per household, 7% above the U.S. average. That works out to $238K per business, 12% above the U.S. figure of $213K.
The official count of businesses with payroll classed as personal care services in the Des Moines-West Des Moines metro area was 432 in 2023, up 10.5% from 2019. That is one for every 682 households, against one for every 804 across the U.S. Official counts list 2,528 one-person businesses without payroll. Since fiscal 2022, 26 SBA-backed loans worth $7M have gone to businesses classed as personal care services in the Des Moines-West Des Moines metro area.
Population estimates show the Des Moines-West Des Moines metro area grew 6.7% from 2020 to 2025, faster than the U.S. (+3.1%). The Groundwork market score for salons, barbers and spas in the Des Moines-West Des Moines metro area is 60 (upper middle), #87 of 387 scored metro areas and #5 of 8 scored metro areas based in Iowa. That puts it in the top quarter of metro areas.
How the Des Moines-West Des Moines metro area compares
The same measures for Iowa and the whole U.S. Spending per listing divides a year of household spending on all personal care products and services by the salons, barbers and spas counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Des Moines-West Des Moines metro area | Iowa | U.S. |
|---|---|---|---|
| Listings per 10k households | 45.0 | 40.0 | 47.2 |
| Spending per listing | $238K | $248K | $213K |
| Households per official establishment | 682 | 1,077 | 804 |
| Official establishment growth, 2019–2023 | +10.5% | +5.2% | +14.1% |
| Population growth, 2020–2025 | +6.7% | +1.5% | +3.1% |
| Spending per household on personal care products and services | $1,073 | $990 | $1,005 |
| Median household income | $85,890 | $75,059 | $80,734 |
| Groundwork market score | 60 | 57 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 432+10.5% over the period
- Employees, 2023
- 1,861
- Annual payroll, 2023
- $60.4M
- One-person businesses, 2023
- 2,528Businesses with no payroll
- Map listings, September 2026
- 1,327227 chain locations
- Listings at the U.S. rate for this spending
- 1,488The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 26
- Amount
- $7M
SBA-backed loans to businesses classed as personal care services in the Des Moines-West Des Moines metro area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Des Moines-West Des Moines metro area
- Population, 2025 estimate
- 758,539+6.7% since 2020
- Households
- 294,814
- Median age
- 37.7
- Homes lived in by their owners
- 69%
- Vehicles per household
- 1.9
- Land area
- 3,613 sq. mi.
- People per square mile
- 202
- Median household income
- $85,890+22.5% vs. 2015–2019, before inflation
- Average household income
- $112,632
- Median home value
- $267,400
- Jobs located here
- 392,636
- Daytime population
- 765,807Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Des Moines-West Des Moines 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 salons, barbers and spas on map listings by name and distance.
Or open the report at the center of the Des Moines-West Des Moines metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSalons, barbers and spas across Iowa
Every Iowa market ranked →The highest-scoring metro areas in Iowa for salons, barbers and spas, numbered among those based in Iowa (a market based in another state is listed without a number), with the Des Moines-West Des Moines metro area marked.
Top metro areas in Iowa
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Ames, IA | 69 | 147 | 29.5 | $334K | +2.2% | #27 of 387 |
| Omaha, NE-IA | 67 | 1,566 | 40.2 | $265K | +4.2% | #42 of 387 |
| 2Iowa City, IA | 64 | 297 | 41.1 | $246K | +4.1% | #56 of 387 |
| 3Cedar Rapids, IA | 61 | 479 | 42.0 | $241K | +1.0% | #78 of 387 |
| 4Waterloo-Cedar Falls, IA | 60 | 274 | 39.5 | $242K | +0.5% | #84 of 387 |
| 5Des Moines-West Des Moines, IA | 60 | 1,327 | 45.0 | $238K | +6.7% | #87 of 387 |
| 6Sioux City, IA-NE-SD | 56 | 237 | 42.7 | $228K | +1.0% | #134 of 387 |
| 7Davenport-Moline-Rock Island, IA-IL | 51 | 699 | 43.2 | $226K | −0.9% | #182 of 387 |
| 8Dubuque, IA | 46 | 182 | 44.4 | $225K | +0.1% | #236 of 387 |
Other business types in the Des Moines-West Des Moines metro area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
- Salons, barbers and spas60
- Hair salons56
- Barbershops75
- Nail salons60
- Spas and skin care62
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many salons, barbers and spas are in the Des Moines-West Des Moines, IA metro area?
There are 1,327 salons, barbers and spas on map listings in the Des Moines-West Des Moines metro area as of September 2026. 227 of them (17%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 432 businesses with payroll classed as personal care services in 2023, up 10.5% from 2019. Official counts also show 2,528 one-person businesses without payroll.
How much do households in the Des Moines-West Des Moines, IA metro area spend on personal care products and services?
About $316.4M a year, or $1,073 per household. That is 7% above the U.S. average (an index of 107, where 100 is the U.S. average). Spread across the 1,327 salons, barbers and spas on map listings, it comes to $238K per business. It is estimated from the incomes of the 294,814 households in the Des Moines-West Des Moines metro area and national spending patterns by income.
How does the Des Moines-West Des Moines, IA metro area compare with the U.S. for salons, barbers and spas?
The Des Moines-West Des Moines metro area has 45.0 salons, barbers and spas per 10,000 households, 5% below the U.S. rate of 47.2. Spending per business is $238K, 12% above the U.S. figure of $213K. At the national ratio of salons, barbers and spas to household spending, the Des Moines-West Des Moines metro area would have about 1,488, against 1,327 on map listings. There is one business with payroll in the industry for every 682 households, against one for every 804 across the U.S. The official count rose 10.5% from 2019 to 2023, against +14.1% for the U.S.
How fast is the Des Moines-West Des Moines, IA metro area growing?
Population estimates put the Des Moines-West Des Moines metro area at 758,539 people in 2025, up 6.7% since 2020, faster than the U.S. (+3.1%). It has 294,814 households. Median household income in the Des Moines-West Des Moines metro area is $85,890, 6% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.5%, before inflation.
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. The Des Moines-West Des Moines metro area scores 60 for salons, barbers and spas (upper middle), #87 of 387 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Des Moines-West Des Moines metro area. It maps the salons, barbers and spas 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.
How the score works · Top markets for salons, barbers and spas · All 56 business types in the Des Moines-West Des Moines metro area
Screening a site or an acquisition in the Des Moines-West Des Moines 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 Des Moines-West Des Moines 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.