Beauty and personal care · Small-town market · Iowa
Spas and skin care studios in the Marshalltown, IA area
How the Marshalltown, IA area compares with other small-town markets and the U.S. for spas and skin care studios: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 66 out of 100: Upper middle
Ranked #90 of 504 scored small-town markets
#3 of 14 scored small-town markets based in Iowa
- Listings
- 9
- 2 chain locations (22%)
- Official establishments
- n/a
- Fewer than 3, or not published
- Household spending a year
- $14.6M
- On personal care products and services · $939 a household
- Spending per listing
- $1.6M
- 85% above the U.S.
- Listings per 10k households
- 5.8
- 50% below the U.S.
- Population, 2025
- 39,890
- −0.5% since 2020
See the spas and skin care studios around any address in the Marshalltown area
The site report maps the spas and skin care studios 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 Marshalltown 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
As of September 2026, map listings count 9 spas and skin care studios in the Marshalltown area. 2 of them (22%) are chain locations, against 10% across the U.S. That comes to 5.8 for every 10,000 households, 50% below the U.S. rate of 11.5.
At $939 per household (7% below the U.S. average), households in the Marshalltown area spend about $14.6M a year on personal care products and services. Spread across 9 spas and skin care studios, that is $1.6M per studio, 85% 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.
There is no official count of businesses with payroll classed as other personal care services in the Marshalltown area: counts under 3 aren’t published.
Population estimates put the population change in the Marshalltown area from 2020 to 2025 at −0.5%, against +3.1% for the U.S. The Groundwork market score for spas and skin care studios in the Marshalltown area is 66 (upper middle), #90 of 504 scored small-town markets and #3 of 14 scored small-town markets based in Iowa. That puts it in the top quarter of small-town markets.
How the Marshalltown 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 spas and skin care studios 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 | Marshalltown area | Iowa | U.S. |
|---|---|---|---|
| Listings per 10k households | 5.8 | 8.7 | 11.5 |
| Spending per listing | $1.6M | $1.1M | $876K |
| Households per official establishment | n/a | 6,008 | 4,055 |
| Official establishment growth, 2019–2023 | n/a | +12.9% | +29.8% |
| Population growth, 2020–2025 | −0.5% | +1.5% | +3.1% |
| Spending per household on personal care products and services | $939 | $990 | $1,005 |
| Median household income | $73,315 | $75,059 | $80,734 |
| Groundwork market score | 66 | 66 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- n/a
- Employees, 2023
- n/a
- Annual payroll, 2023
- n/a
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 92 chain locations
- Listings at the U.S. rate for this spending
- 17The 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 other personal care services in the Marshalltown 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 Marshalltown area
- Population, 2025 estimate
- 39,890−0.5% since 2020
- Households
- 15,496
- Median age
- 39.9
- Homes lived in by their owners
- 75%
- Vehicles per household
- 2.1
- Land area
- 573 sq. mi.
- People per square mile
- 70
- Median household income
- $73,315+29.9% vs. 2015–2019, before inflation
- Average household income
- $85,510
- Median home value
- $145,500
- Jobs located here
- 15,779
- Daytime population
- 36,753Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Marshalltown area?
These figures cover the whole small-town market. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the spas and skin care studios on map listings by name and distance.
Or open the report at the center of the Marshalltown area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSpas and skin care across Iowa
Every Iowa market ranked →The highest-scoring small-town markets in Iowa for spas and skin care studios, numbered among those based in Iowa, with the Marshalltown area marked.
Top small-town markets in Iowa
| 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 |
Other business types in the Marshalltown 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 spas72
- Hair salons70
- Barbershops
- Nail salons66
- Spas and skin care66
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many spas and skin care studios are in the Marshalltown, IA area?
The Marshalltown area has 9 spas and skin care studios on map listings as of September 2026. 2 of them (22%) are chain locations. The listings count spas, skin care, waxing, lash and tanning studios. No official count is published for other personal care services in the Marshalltown area: counts under 3 are left out.
How much do households in the Marshalltown, IA area spend on personal care products and services?
About $14.6M a year, or $939 per household. That is 7% below the U.S. average (an index of 93, where 100 is the U.S. average). Spread across the 9 spas and skin care studios on map listings, it comes to $1.6M 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 15,496 households in the Marshalltown area and national spending patterns by income.
How does the Marshalltown, IA area compare with the U.S. for spas and skin care studios?
The Marshalltown area has 5.8 spas and skin care studios per 10,000 households, 50% below the U.S. rate of 11.5. Spending per studio is $1.6M, 85% above the U.S. figure of $876K. At the national ratio of spas and skin care studios to household spending, the Marshalltown area would have about 17, against 9 on map listings.
How fast is the Marshalltown, IA area growing?
Population estimates put the Marshalltown area at 39,890 people in 2025, down 0.5% since 2020, against +3.1% for the U.S. It has 15,496 households. Median household income in the Marshalltown area is $73,315, 9% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.9%, 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. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. 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 Marshalltown area scores 66 for spas and skin care studios (upper middle), #90 of 504 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Marshalltown area. 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.
How the score works · Top markets for spas and skin care studios · All 56 business types in the Marshalltown area
Screening a site or an acquisition in the Marshalltown 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 Marshalltown 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.