Beauty and personal care · Small-town market · Missouri
Spas and skin care studios in the West Plains, MO area
How the West Plains, MO 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 29 out of 100: Lower middle
Ranked #458 of 504 scored small-town markets
#13 of 15 scored small-town markets based in Missouri
- Listings
- 17
- 1 chain location (6%)
- Official establishments
- 5
- Businesses with payroll, 2023
- Household spending a year
- $12.9M
- On personal care products and services · $805 a household
- Spending per listing
- $756K
- 14% below the U.S.
- Listings per 10k households
- 10.6
- 8% below the U.S.
- Population, 2025
- 40,798
- +2.5% since 2020
See the spas and skin care studios around any address in the West Plains 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 West Plains 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
For spas and skin care studios, the West Plains area has a Groundwork market score of 29 (lower middle): #458 of 504 scored small-town markets and #13 of 15 scored small-town markets based in Missouri. That puts it in the bottom quarter of small-town markets.
Household spending on personal care products and services in the West Plains area comes to about $12.9M a year: $805 per household, 20% below the U.S. average. That is about $756K of household spending for each studio on map listings, 14% below the U.S. figure of $876K. The spending figure covers all personal care products and services, not only spas and skin care studios.
There are 17 spas and skin care studios on map listings in the West Plains area as of September 2026. One of them (6%) is a chain location, against 10% across the U.S. That comes to 10.6 for every 10,000 households, 8% below the U.S. rate of 11.5.
In 2023, official counts showed 5 businesses with payroll in the West Plains area classed as other personal care services. That is one for every 3,193 households, against one for every 4,055 across the U.S. Population estimates show the West Plains area grew 2.5% from 2020 to 2025, slower than the U.S. (+3.1%).
How the West Plains area compares
The same measures for Missouri 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 | West Plains area | Missouri | U.S. |
|---|---|---|---|
| Listings per 10k households | 10.6 | 9.4 | 11.5 |
| Spending per listing | $756K | $1M | $876K |
| Households per official establishment | 3,193 | 4,987 | 4,055 |
| Official establishment growth, 2019–2023 | n/a | +20.3% | +29.8% |
| Population growth, 2020–2025 | +2.5% | +1.9% | +3.1% |
| Spending per household on personal care products and services | $805 | $970 | $1,005 |
| Median household income | $50,993 | $70,702 | $80,734 |
| Groundwork market score | 29 | 51 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 5
- Employees, 2023
- 9
- Annual payroll, 2023
- $82K
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 171 chain location
- Listings at the U.S. rate for this spending
- 15The 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 West Plains 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 West Plains area
- Population, 2025 estimate
- 40,798+2.5% since 2020
- Households
- 15,965
- Median age
- 41.7
- Homes lived in by their owners
- 70%
- Vehicles per household
- 2.0
- Land area
- 927 sq. mi.
- People per square mile
- 44
- Median household income
- $50,993+32.9% vs. 2015–2019, before inflation
- Average household income
- $66,539
- Median home value
- $173,000
- Jobs located here
- 15,317
- Daytime population
- 40,659Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the West Plains 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 West Plains 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 Missouri
Every Missouri market ranked →The highest-scoring small-town markets in Missouri for spas and skin care studios, numbered among those based in Missouri (a market based in another state is listed without a number), with the West Plains area marked.
Top small-town markets in Missouri
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Hannibal, MO | 71 | 5 | 3.3 | $2.7M | +0.4% | #51 of 504 |
| 2Warrensburg, MO | 65 | 17 | 8.1 | $1.1M | +4.9% | #104 of 504 |
| 3Kirksville, MO | 59 | 7 | 6.7 | $1.3M | +1.9% | #154 of 504 |
| 4Fort Leonard Wood, MO | 52 | 14 | 8.3 | $1.1M | +0.8% | #226 of 504 |
| 5Rolla, MO | 51 | 14 | 8.1 | $1.1M | +1.6% | #236 of 504 |
| Quincy, IL-MO | 50 | 24 | 7.7 | $1.2M | −2.0% | #245 of 504 |
| 6Kennett, MO | 42 | 6 | 5.3 | $1.5M | −4.8% | #344 of 504 |
| 7Sikeston, MO | 42 | 16 | 8.1 | $1.1M | −0.3% | #346 of 504 |
| 8Poplar Bluff, MO | 37 | 14 | 8.4 | $951K | −0.4% | #397 of 504 |
| 9Mexico, MO | 35 | 7 | 7.6 | $1.1M | −1.0% | #404 of 504 |
| 13West Plains, MO | 29 | 17 | 10.6 | $756K | +2.5% | #458 of 504 |
Other business types in the West Plains 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 spas42
- Hair salons49
- Barbershops38
- Nail salons62
- Spas and skin care29
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 West Plains, MO area?
As of September 2026, map listings count 17 spas and skin care studios in the West Plains area. One of them (6%) is a chain location. The listings count spas, skin care, waxing, lash and tanning studios. Official counts show 5 businesses with payroll classed as other personal care services in 2023.
How much do households in the West Plains, MO area spend on personal care products and services?
About $12.9M a year, or $805 per household. That is 20% below the U.S. average (an index of 80, where 100 is the U.S. average). Spread across the 17 spas and skin care studios on map listings, it comes to $756K 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 15,965 households in the West Plains area and national spending patterns by income.
How does the West Plains, MO area compare with the U.S. for spas and skin care studios?
The West Plains area has 10.6 spas and skin care studios per 10,000 households, 8% below the U.S. rate of 11.5. Spending per studio is $756K, 14% below the U.S. figure of $876K. At the U.S. ratio of spas and skin care studios to household spending, the West Plains area would have about 15, against 17 on map listings. There is one business with payroll in the industry for every 3,193 households, against one for every 4,055 across the U.S.
How fast is the West Plains, MO area growing?
Population estimates put the West Plains area at 40,798 people in 2025, up 2.5% since 2020, slower than the U.S. (+3.1%). It has 15,965 households. The median household income in the West Plains area is $50,993 a year, 37% below the U.S. median of $80,734. That rose 32.9% 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. 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 West Plains area scores 29 for spas and skin care studios (lower middle), #458 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 West Plains 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 West Plains area
Screening a site or an acquisition in the West Plains 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 West Plains 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.