Market rankings · Iowa
Spas and skin care studios in Iowa
Markets across Iowa ranked by the Groundwork market score for spas and skin care studios, with competitor counts and household spending for each.
- Listings
- 1,139
- 129 chain locations (11%)
- Official establishments
- 219
- +12.9% since 2019
- Household spending a year
- $1.3B
- On personal care products and services
- Listings per 10k households
- 8.7
- 24% below the U.S.
- Spending per listing
- $1.1M
- 30% above the U.S.
- Rank among states
- #6 of 51
- Market score 66 · Upper middle
A site report maps the spas and skin care studios on map listings around any address in Iowa by name and distance, and the spending within reach.
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
As of September 2026, map listings count 1,139 spas and skin care studios in Iowa. 129 of them (11%) are chain locations, against 10% across the U.S. Per 10,000 households, that is 8.7, 24% below the U.S. rate of 11.5.
At $990 per household (2% below the U.S. average), households in Iowa spend about $1.3B a year on personal care products and services. That works out to $1.1M per studio, 30% above the U.S. figure of $876K. That spending covers all personal care products and services, which spas and skin care studios share with other businesses in the trade.
The official count of businesses with payroll classed as other personal care services in Iowa was 219 in 2023, up 12.9% from 2019. That is one for every 6,008 households, against one for every 4,055 across the U.S. Across the U.S., the count rose 29.8% over the same years. Since fiscal 2022, 15 SBA-backed loans worth $5.7M have gone to businesses classed as other personal care services in Iowa.
Among the 50 states and DC, Iowa ranks #6 for spas and skin care studios, with a Groundwork market score of 66 (upper middle). Of the 9 scored metro areas in or partly in Iowa, the Ames metro area scores highest (77). Of the 14 scored small-town markets in or partly in Iowa, the Pella area scores highest (87).
Every market in Iowa for spas and skin care studios
Download the ranking (CSV)Numbered by Groundwork market score among the markets based in Iowa, highest first; the U.S. rank compares each market with every other of its kind. A metro area that crosses a state line is listed in each state it reaches, and numbered only in the state its page is under. How the score works.
Metro areas
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Ames, IA | 77 | 26 | 5.2 | $1.9M | +2.2% | #7 of 387 |
| 2Iowa City, IA | 69 | 65 | 9.0 | $1.1M | +4.1% | #41 of 387 |
| 3Davenport-Moline-Rock Island, IA-IL | 64 | 132 | 8.2 | $1.2M | −0.9% | #63 of 387 |
| Omaha, NE-IA | 62 | 375 | 9.6 | $1.1M | +4.2% | #79 of 387 |
| 4Des Moines-West Des Moines, IA | 62 | 308 | 10.4 | $1M | +6.7% | #82 of 387 |
| 5Waterloo-Cedar Falls, IA | 58 | 65 | 9.4 | $1M | +0.5% | #116 of 387 |
| 6Sioux City, IA-NE-SD | 55 | 54 | 9.7 | $999K | +1.0% | #147 of 387 |
| 7Cedar Rapids, IA | 49 | 124 | 10.9 | $933K | +1.0% | #198 of 387 |
| 8Dubuque, IA | 41 | 43 | 10.5 | $952K | +0.1% | #271 of 387 |
Small-town markets
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Pella, IA | 87 | 6 | 4.5 | $2.2M | +2.3% | #5 of 504 |
| 2Ottumwa, IA | 67 | 6 | 4.3 | $2.1M | −0.3% | #78 of 504 |
| 3Marshalltown, IA | 66 | 9 | 5.8 | $1.6M | −0.5% | #90 of 504 |
| 4Oskaloosa, IA | 63 | 5 | 5.7 | $1.6M | −1.2% | #115 of 504 |
| 5Muscatine, IA | 60 | 10 | 5.8 | $1.6M | −3.0% | #142 of 504 |
| 6Clinton, IA | 52 | 17 | 8.7 | $1.1M | −0.9% | #227 of 504 |
| 7Le Mars, IA | 52 | 11 | 10.7 | $955K | 0.0% | #229 of 504 |
| 8Burlington, IA-IL | 43 | 13 | 6.5 | $1.4M | −2.5% | #328 of 504 |
| 9Spirit Lake, IA | 43 | 16 | 18.1 | $564K | +1.7% | #342 of 504 |
| 10Fort Dodge, IA | 38 | 16 | 10.4 | $873K | −0.4% | #388 of 504 |
| 11Storm Lake, IA | 36 | 9 | 11.9 | $815K | −1.7% | #402 of 504 |
| 12Spencer, IA | 31 | 9 | 12.4 | $745K | −0.8% | #439 of 504 |
| 13Mason City, IA | 29 | 26 | 11.4 | $827K | −1.5% | #456 of 504 |
| 14Carroll, IA | 29 | 14 | 15.9 | $606K | −2.0% | #460 of 504 |
| Fort Madison, IA | Not scored | 4 | 2.8 | $3.2M | −3.6% |
Counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Warren County, IA | 89 | 10 | 4.8 | $2.3M | +9.0% | #15 of 1,769 |
| 2Marion County, IA | 80 | 6 | 4.5 | $2.2M | +2.3% | #63 of 1,769 |
| 3Story County, IA | 75 | 22 | 5.7 | $1.7M | +2.7% | #120 of 1,769 |
| 4Dallas County, IA | 75 | 37 | 8.7 | $1.4M | +17.8% | #128 of 1,769 |
| 5Pottawattamie County, IA | 70 | 15 | 4.0 | $2.4M | −0.7% | #201 of 1,769 |
| 6Washington County, IA | 70 | 5 | 5.6 | $1.8M | +0.6% | #213 of 1,769 |
| 7Sioux County, IA | 69 | 10 | 7.9 | $1.3M | +2.5% | #252 of 1,769 |
| 8Buchanan County, IA | 68 | 5 | 6.1 | $1.6M | +1.3% | #268 of 1,769 |
| 9Johnson County, IA | 63 | 60 | 9.5 | $1.1M | +4.6% | #426 of 1,769 |
| 10Wapello County, IA | 62 | 6 | 4.3 | $2.1M | −0.3% | #438 of 1,769 |
| 11Marshall County, IA | 61 | 9 | 5.8 | $1.6M | −0.5% | #473 of 1,769 |
| 12Mahaska County, IA | 59 | 5 | 5.7 | $1.6M | −1.2% | #545 of 1,769 |
| 13Muscatine County, IA | 57 | 10 | 5.8 | $1.6M | −3.0% | #603 of 1,769 |
| 14Cedar County, IA | 57 | 6 | 7.9 | $1.3M | −0.7% | #615 of 1,769 |
| 15Jackson County, IA | 55 | 6 | 7.3 | $1.3M | −0.8% | #688 of 1,769 |
| 16Clinton County, IA | 53 | 17 | 8.7 | $1.1M | −0.9% | #776 of 1,769 |
| 17Jones County, IA | 53 | 8 | 9.8 | $982K | +2.9% | #779 of 1,769 |
| 18Black Hawk County, IA | 52 | 52 | 9.5 | $981K | +0.4% | #818 of 1,769 |
| 19Fayette County, IA | 51 | 5 | 6.0 | $1.5M | −2.1% | #832 of 1,769 |
| 20Scott County, IA | 51 | 89 | 12.2 | $837K | +0.4% | #854 of 1,769 |
| 21Bremer County, IA | 49 | 11 | 11.3 | $906K | +1.1% | #926 of 1,769 |
| 22Plymouth County, IA | 48 | 11 | 10.7 | $955K | 0.0% | #958 of 1,769 |
| 23Woodbury County, IA | 47 | 41 | 10.1 | $949K | +0.7% | #996 of 1,769 |
| 24Polk County, IA | 47 | 254 | 12.4 | $854K | +4.8% | #1,000 of 1,769 |
| 25Clayton County, IA | 46 | 6 | 8.0 | $1.2M | −1.1% | #1,012 of 1,769 |
Show all 99 counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 26Delaware County, IA | 45 | 8 | 10.9 | $896K | +1.3% | #1,065 of 1,769 |
| 27Floyd County, IA | 43 | 5 | 7.7 | $1.2M | −4.4% | #1,123 of 1,769 |
| 28Linn County, IA | 43 | 114 | 11.9 | $853K | +0.7% | #1,144 of 1,769 |
| 29Dubuque County, IA | 42 | 43 | 10.5 | $952K | +0.1% | #1,186 of 1,769 |
| 30Des Moines County, IA | 41 | 12 | 7.0 | $1.3M | −2.0% | #1,206 of 1,769 |
| 31Hamilton County, IA | 40 | 7 | 10.9 | $887K | −0.5% | #1,246 of 1,769 |
| 32Hardin County, IA | 37 | 6 | 8.5 | $1M | −2.2% | #1,356 of 1,769 |
| 33Henry County, IA | 37 | 7 | 9.2 | $1M | −5.4% | #1,357 of 1,769 |
| 34Dickinson County, IA | 37 | 16 | 18.1 | $564K | +1.7% | #1,380 of 1,769 |
| 35Webster County, IA | 34 | 16 | 10.4 | $873K | −0.4% | #1,438 of 1,769 |
| 36Buena Vista County, IA | 34 | 9 | 11.9 | $815K | −1.7% | #1,440 of 1,769 |
| 37Cass County, IA | 32 | 6 | 10.3 | $879K | −1.2% | #1,478 of 1,769 |
| 38Clay County, IA | 28 | 9 | 12.4 | $745K | −0.8% | #1,570 of 1,769 |
| 39Winneshiek County, IA | 27 | 11 | 13.5 | $733K | −1.6% | #1,596 of 1,769 |
| 40Kossuth County, IA | 26 | 8 | 12.2 | $758K | −3.2% | #1,617 of 1,769 |
| 41Carroll County, IA | 25 | 14 | 15.9 | $606K | −2.0% | #1,640 of 1,769 |
| 42Cerro Gordo County, IA | 22 | 26 | 13.3 | $708K | −1.5% | #1,671 of 1,769 |
| 43Page County, IA | 18 | 8 | 12.8 | $675K | −2.3% | #1,712 of 1,769 |
| 44Union County, IA | 17 | 6 | 11.7 | $720K | −2.5% | #1,721 of 1,769 |
| 45Jefferson County, IA | 16 | 9 | 12.9 | $681K | −2.5% | #1,732 of 1,769 |
| Jasper County, IA | Not scored | 4 | 2.7 | $3.6M | +0.9% | |
| Lee County, IA | Not scored | 4 | 2.8 | $3.2M | −3.6% | |
| Boone County, IA | Not scored | 4 | 3.7 | $2.8M | +0.4% | |
| Benton County, IA | Not scored | 2 | 2.0 | $5.3M | +1.8% | |
| Poweshiek County, IA | Not scored | 4 | 5.1 | $1.9M | −1.4% | |
| Madison County, IA | Not scored | 2 | 3.0 | $3.5M | +3.8% | |
| Tama County, IA | Not scored | 3 | 4.5 | $2.1M | −1.5% | |
| Iowa County, IA | Not scored | 3 | 4.3 | $2.2M | −1.0% | |
| Crawford County, IA | Not scored | 2 | 3.2 | $2.9M | −1.5% | |
| Harrison County, IA | Not scored | 2 | 3.3 | $3M | +0.4% | |
| Mills County, IA | Not scored | 3 | 5.6 | $1.9M | +2.6% | |
| Butler County, IA | Not scored | 0 | 0.0 | n/a | −2.0% | |
| O’Brien County, IA | Not scored | 3 | 5.2 | $1.8M | +0.5% | |
| Allamakee County, IA | Not scored | 1 | 1.7 | $5.6M | +1.2% | |
| Wright County, IA | Not scored | 3 | 5.6 | $1.7M | −0.9% | |
| Grundy County, IA | Not scored | 2 | 3.9 | $2.6M | +0.2% | |
| Appanoose County, IA | Not scored | 1 | 1.9 | $4.3M | −1.7% | |
| Lyon County, IA | Not scored | 1 | 2.2 | $4.4M | +3.6% | |
| Chickasaw County, IA | Not scored | 2 | 4.0 | $2.4M | −2.8% | |
| Shelby County, IA | Not scored | 1 | 2.0 | $4.9M | −0.2% | |
| Cherokee County, IA | Not scored | 3 | 5.9 | $1.6M | −2.4% | |
| Guthrie County, IA | Not scored | 1 | 2.2 | $4.6M | +1.6% | |
| Louisa County, IA | Not scored | 1 | 2.4 | $4.1M | −3.7% | |
| Hancock County, IA | Not scored | 1 | 2.1 | $4.3M | −2.2% | |
| Winnebago County, IA | Not scored | 1 | 2.2 | $4.2M | −3.8% | |
| Mitchell County, IA | Not scored | 4 | 8.7 | $1.1M | +0.6% | |
| Montgomery County, IA | Not scored | 1 | 2.2 | $4.1M | −3.2% | |
| Franklin County, IA | Not scored | 4 | 9.5 | $906K | −1.2% | |
| Keokuk County, IA | Not scored | 0 | 0.0 | n/a | −2.0% | |
| Calhoun County, IA | Not scored | 0 | 0.0 | n/a | −3.4% | |
| Sac County, IA | Not scored | 1 | 2.3 | $4M | −2.7% | |
| Clarke County, IA | Not scored | 4 | 9.8 | $965K | −1.6% | |
| Humboldt County, IA | Not scored | 4 | 9.5 | $1M | −2.0% | |
| Howard County, IA | Not scored | 1 | 2.7 | $3.5M | −0.8% | |
| Emmet County, IA | Not scored | 1 | 2.5 | $3.6M | −2.5% | |
| Davis County, IA | Not scored | 1 | 3.1 | $3.1M | +1.3% | |
| Palo Alto County, IA | Not scored | 2 | 5.3 | $1.8M | −1.0% | |
| Lucas County, IA | Not scored | 1 | 2.7 | $3.2M | +2.6% | |
| Greene County, IA | Not scored | 1 | 2.5 | $3.6M | −1.0% | |
| Monona County, IA | Not scored | 0 | 0.0 | n/a | −2.4% | |
| Decatur County, IA | Not scored | 1 | 3.3 | $2.6M | −0.9% | |
| Monroe County, IA | Not scored | 1 | 3.2 | $2.9M | −2.5% | |
| Adair County, IA | Not scored | 4 | 12.4 | $765K | −1.3% | |
| Worth County, IA | Not scored | 0 | 0.0 | n/a | −1.3% | |
| Van Buren County, IA | Not scored | 0 | 0.0 | n/a | −1.2% | |
| Pocahontas County, IA | Not scored | 1 | 3.3 | $2.7M | −3.5% | |
| Ida County, IA | Not scored | 1 | 3.3 | $2.8M | −3.4% | |
| Wayne County, IA | Not scored | 1 | 3.9 | $2.3M | +3.6% | |
| Fremont County, IA | Not scored | 1 | 3.5 | $2.7M | −0.8% | |
| Osceola County, IA | Not scored | 1 | 3.8 | $2.4M | −3.6% | |
| Taylor County, IA | Not scored | 1 | 4.0 | $2.2M | −0.5% | |
| Audubon County, IA | Not scored | 1 | 3.9 | $2.3M | −3.0% | |
| Ringgold County, IA | Not scored | 1 | 5.3 | $1.8M | 0.0% | |
| Adams County, IA | Not scored | 0 | 0.0 | n/a | −2.5% |
Markets with fewer than 5 spas and skin care studios on map listings, and counties under 10,000 people, aren’t scored; they’re listed last in each table.
Questions
How many spas and skin care studios are in Iowa?
Iowa has 1,139 spas and skin care studios on map listings as of September 2026. 129 of them (11%) are chain locations. The listings count spas, skin care, waxing, lash and tanning studios. Official counts show 219 businesses with payroll classed as other personal care services in 2023, up 12.9% from 2019.
How much do households in Iowa spend on personal care products and services?
About $1.3B a year, or $990 per household. That is 2% below the U.S. average (an index of 98, where 100 is the U.S. average). Spread across the 1,139 spas and skin care studios on map listings, it comes to $1.1M per studio. The spending figure covers all personal care products and services, not only spas and skin care studios. It is estimated from the incomes of the 1,315,707 households in Iowa and national spending patterns by income.
How does Iowa compare with the U.S. for spas and skin care studios?
Iowa has 8.7 spas and skin care studios per 10,000 households, 24% below the U.S. rate of 11.5. Spending per studio is $1.1M, 30% above the U.S. figure of $876K. At the national ratio of spas and skin care studios to household spending, Iowa would have about 1,486, against 1,139 on map listings. There is one business with payroll in the industry for every 6,008 households, against one for every 4,055 across the U.S. The official count rose 12.9% from 2019 to 2023, against +29.8% for the U.S.
Which market in Iowa has the highest market score for spas and skin care studios?
Among 9 scored metro areas in or partly in Iowa, the Ames metro area scores highest, at 77 (high). Among 14 scored small-town markets in or partly in Iowa, the Pella area scores highest, at 87 (high). Among 45 scored counties in Iowa, Warren County scores highest, at 89 (high). Scores compare each market with others of its kind across the U.S.
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. Iowa scores 66 for spas and skin care studios (upper middle), #6 of the 50 states and DC.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Iowa. It maps the spas and skin care studios 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.
Spas and skin care in other states
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Top markets for spas and skin care studios across the U.S. · All business types in Iowa
Related business types in Iowa
- Salons, barbers and spas5,258 listings
- Hair salons3,086 listings
- Barbershops420 listings
- Nail salons535 listings
Screening a site or an acquisition in Iowa?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
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.