Beauty and personal care · County · Nebraska
Salons, barbers and spas in Otoe County, NE
How Otoe County, NE compares with other counties and the U.S. for salons, barbers and spas: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 59 out of 100: Upper middle
Ranked #688 of 2,385 scored counties
#9 of 26 scored counties in Nebraska
- Listings
- 21
- 0 chain locations (0%)
- Official establishments
- 9
- Businesses with payroll, 2023
- Household spending a year
- $6.4M
- On personal care products and services · $1,006 a household
- Spending per listing
- $306K
- 44% above the U.S.
- Listings per 10k households
- 32.9
- 30% below the U.S.
- Population, 2025
- 16,531
- +3.9% since 2020
See the salons, barbers and spas around any address in Otoe County
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 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
Households in Otoe County spend about $6.4M a year on personal care products and services, or $1,006 per household, in line with the U.S. average. That works out to $306K per business, 44% above the U.S. figure of $213K.
There are 21 salons, barbers and spas on map listings in Otoe County as of September 2026. None of them are chain locations, against 15% across the U.S. Per 10,000 households, that is 32.9, 30% below the U.S. rate of 47.2.
Official counts show 9 businesses with payroll classed as personal care services in Otoe County in 2023. That is one for every 709 households, against one for every 804 across the U.S. Official counts also show 47 one-person businesses without payroll.
Population estimates show Otoe County grew 3.9% from 2020 to 2025, faster than the U.S. (+3.1%). For salons, barbers and spas, Otoe County has a Groundwork market score of 59 (upper middle): #688 of 2,385 scored counties and #9 of 26 scored counties in Nebraska.
How Otoe County compares
The same measures for Nebraska 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 | Otoe County | Nebraska | U.S. |
|---|---|---|---|
| Listings per 10k households | 32.9 | 39.6 | 47.2 |
| Spending per listing | $306K | $253K | $213K |
| Households per official establishment | 709 | 868 | 804 |
| Official establishment growth, 2019–2023 | n/a | +3.8% | +14.1% |
| Population growth, 2020–2025 | +3.9% | +2.8% | +3.1% |
| Spending per household on personal care products and services | $1,006 | $1,004 | $1,005 |
| Median household income | $82,188 | $76,475 | $80,734 |
| Groundwork market score | 59 | 61 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 6 → 9
- Employees, 2023
- 16
- Annual payroll, 2023
- $435K
- One-person businesses, 2023
- 47Businesses with no payroll
- Map listings, September 2026
- 210 chain locations
- Listings at the U.S. rate for this spending
- 30The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as personal care services in Otoe County, 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 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 salons, barbers and spas on map listings by name and distance.
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 cardSalons, barbers and spas across Nebraska
Every Nebraska market ranked →The highest-scoring counties in Nebraska for salons, barbers and spas, numbered among those based in Nebraska, with Otoe County marked.
Top counties in Nebraska
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Saunders County, NE | 89 | 22 | 24.7 | $437K | +6.0% | #17 of 2,385 |
| 2Colfax County, NE | 82 | 9 | 24.3 | $415K | +3.6% | #55 of 2,385 |
| 3Cass County, NE | 78 | 21 | 19.4 | $567K | +3.9% | #100 of 2,385 |
| 4Seward County, NE | 76 | 17 | 25.0 | $407K | +2.3% | #136 of 2,385 |
| 5Sarpy County, NE | 76 | 230 | 31.0 | $373K | +9.0% | #142 of 2,385 |
| 6Washington County, NE | 63 | 21 | 24.9 | $443K | +1.8% | #517 of 2,385 |
| 7Platte County, NE | 62 | 44 | 32.2 | $296K | +3.9% | #570 of 2,385 |
| 8Custer County, NE | 61 | 13 | 28.9 | $320K | 0.0% | #603 of 2,385 |
| 9Otoe County, NE | 59 | 21 | 32.9 | $306K | +3.9% | #688 of 2,385 |
| 10Gage County, NE | 58 | 33 | 35.4 | $260K | +0.2% | #756 of 2,385 |
Other business types in Otoe County
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 spas59
- Hair salons41
- Barbershops
- Nail salons
- Spas and skin care
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 Otoe County, NE?
As of September 2026, map listings count 21 salons, barbers and spas in Otoe County. None of them are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 9 businesses with payroll classed as personal care services in 2023. Another 47 one-person businesses have no payroll, by official counts.
How much do households in Otoe County, NE spend on personal care products and services?
About $6.4M a year, or $1,006 per household. That is in line with the U.S. average (an index of 100, where 100 is the U.S. average). Spread across the 21 salons, barbers and spas on map listings, it comes to $306K per business. It is estimated from the incomes of the 6,383 households in Otoe County and national spending patterns by income.
How does Otoe County, NE compare with the U.S. for salons, barbers and spas?
Otoe County has 32.9 salons, barbers and spas per 10,000 households, 30% below the U.S. rate of 47.2. Spending per business is $306K, 44% above the U.S. figure of $213K. At the U.S. ratio of salons, barbers and spas to household spending, Otoe County would have about 30, against 21 on map listings. There is one business with payroll in the industry for every 709 households, against one for every 804 across the U.S.
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. 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.
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. Otoe County scores 59 for salons, barbers and spas (upper middle), #688 of 2,385 scored 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 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 Otoe County
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.