Beauty and personal care · Small-town market · Michigan
Spas and skin care studios in the Owosso, MI area
Competitor counts, household spending and official business counts for spas and skin care studios in the Owosso, MI area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 64 out of 100: Upper middle
Ranked #107 of 504 scored small-town markets
#11 of 18 scored small-town markets based in Michigan
- Listings
- 16
- 2 chain locations (13%)
- Official establishments
- n/a
- Fewer than 3, or not published
- Household spending a year
- $25.9M
- On personal care products and services · $922 a household
- Spending per listing
- $1.6M
- 85% above the U.S.
- Listings per 10k households
- 5.7
- 50% below the U.S.
- Population, 2025
- 67,681
- −0.4% since 2020
See the spas and skin care studios around any address in the Owosso 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 Owosso 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
Households in the Owosso area spend about $25.9M a year on personal care products and services, or $922 per household, 8% below the U.S. average. Spread across 16 spas and skin care studios, that is $1.6M per studio, 85% above the U.S. figure of $876K. The spending figure covers all personal care products and services, not only spas and skin care studios.
The Owosso area has 16 spas and skin care studios on map listings as of September 2026. Of those, 2 are chain locations, or 13%, against 10% across the U.S. That comes to 5.7 for every 10,000 households, 50% below the U.S. rate of 11.5.
Official counts don’t publish a figure for other personal care services in the Owosso area, since they leave out counts under 3. Since fiscal 2022, 2 SBA-backed loans worth $357K have gone to businesses classed as other personal care services in the Owosso area.
Population estimates put the population change in the Owosso area from 2020 to 2025 at −0.4%, against +3.1% for the U.S. For spas and skin care studios, the Owosso area has a Groundwork market score of 64 (upper middle): #107 of 504 scored small-town markets and #11 of 18 scored small-town markets based in Michigan. That puts it in the top quarter of small-town markets.
How the Owosso area compares
The same measures for Michigan 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 | Owosso area | Michigan | U.S. |
|---|---|---|---|
| Listings per 10k households | 5.7 | 8.6 | 11.5 |
| Spending per listing | $1.6M | $1.2M | $876K |
| Households per official establishment | n/a | 5,336 | 4,055 |
| Official establishment growth, 2019–2023 | n/a | +21.1% | +29.8% |
| Population growth, 2020–2025 | −0.4% | +0.6% | +3.1% |
| Spending per household on personal care products and services | $922 | $986 | $1,005 |
| Median household income | $67,404 | $72,875 | $80,734 |
| Groundwork market score | 64 | 62 |
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
- 162 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
- 2
- Amount
- $357K
SBA-backed loans to businesses classed as other personal care services in the Owosso 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 Owosso area
- Population, 2025 estimate
- 67,681−0.4% since 2020
- Households
- 28,126
- Median age
- 43.7
- Homes lived in by their owners
- 80%
- Vehicles per household
- 2.0
- Land area
- 531 sq. mi.
- People per square mile
- 128
- Median household income
- $67,404
- Average household income
- $84,758
- Median home value
- $171,600
- Jobs located here
- 14,880
- Daytime population
- 55,429Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Owosso 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 Owosso 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 Michigan
Every Michigan market ranked →The highest-scoring small-town markets in Michigan for spas and skin care studios, numbered among those based in Michigan, with the Owosso area marked.
Top small-town markets in Michigan
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Holland, MI | 86 | 26 | 5.7 | $1.8M | +2.1% | #8 of 504 |
| 2Coldwater, MI | 79 | 5 | 3.0 | $3M | +2.5% | #14 of 504 |
| 3Iron Mountain, MI-WI | 73 | 5 | 3.5 | $2.5M | +0.4% | #35 of 504 |
| 4Ludington, MI | 73 | 5 | 3.9 | $2.4M | 0.0% | #36 of 504 |
| 5Cadillac, MI | 72 | 10 | 5.1 | $1.7M | +2.0% | #48 of 504 |
| 6Sturgis, MI | 71 | 9 | 3.8 | $2.4M | +0.1% | #52 of 504 |
| 7Houghton, MI | 71 | 8 | 5.2 | $1.7M | +1.8% | #55 of 504 |
| 8Mount Pleasant, MI | 69 | 11 | 4.4 | $1.9M | +0.3% | #64 of 504 |
| 9Hillsdale, MI | 68 | 5 | 2.8 | $3.2M | 0.0% | #73 of 504 |
| 10Alma, MI | 66 | 5 | 3.4 | $2.6M | −1.1% | #86 of 504 |
| 11Owosso, MI | 64 | 16 | 5.7 | $1.6M | −0.4% | #107 of 504 |
Other business types in the Owosso 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 spas67
- Hair salons57
- Barbershops54
- Nail salons72
- Spas and skin care64
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 Owosso, MI area?
Map listings as of September 2026 show 16 spas and skin care studios in the Owosso area. 2 of them (13%) 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 Owosso area: counts under 3 are left out.
How much do households in the Owosso, MI area spend on personal care products and services?
About $25.9M a year, or $922 per household. That is 8% below the U.S. average (an index of 92, where 100 is the U.S. average). Spread across the 16 spas and skin care studios on map listings, it comes to $1.6M per studio. That spending covers all personal care products and services, which spas and skin care studios share with other businesses in the trade. It is estimated from the incomes of the 28,126 households in the Owosso area and national spending patterns by income.
How does the Owosso, MI area compare with the U.S. for spas and skin care studios?
The Owosso area has 5.7 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 U.S. ratio of spas and skin care studios to household spending, the Owosso area would have about 30, against 16 on map listings.
How fast is the Owosso, MI area growing?
Population estimates put the Owosso area at 67,681 people in 2025, down 0.4% since 2020, against +3.1% for the U.S. It has 28,126 households. The median household income in the Owosso area is $67,404 a year, 17% below the U.S. median of $80,734.
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 Owosso area scores 64 for spas and skin care studios (upper middle), #107 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 Owosso 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 Owosso area
Screening a site or an acquisition in the Owosso 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 Owosso 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.