Pets · Small-town market · Iowa
Veterinarians in the Marshalltown, IA area
The veterinarians in the Marshalltown, IA area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 36 out of 100: Lower middle
Ranked #300 of 398 scored small-town markets
#6 of 9 scored small-town markets based in Iowa
- Listings
- 8
- 1 chain location (13%)
- Official establishments
- 5
- Businesses with payroll, 2023
- Household spending a year
- $12.1M
- On pets · $783 a household
- Spending per listing
- $1.5M
- 44% below the U.S.
- Listings per 10k households
- 5.2
- 58% above the U.S.
- Population, 2025
- 39,890
- −0.5% since 2020
See the veterinarians around any address in the Marshalltown area
The site report maps the veterinarians 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
The Marshalltown area scores 36 (lower middle) on the Groundwork market score for veterinarians, ranking #300 of 398 scored small-town markets and #6 of 9 scored small-town markets based in Iowa. That puts it in the bottom quarter of small-town markets.
At $783 per household (14% below the U.S. average), households in the Marshalltown area spend about $12.1M a year on pets. Spread across 8 veterinarians, that is $1.5M per clinic, 44% below the U.S. figure of $2.7M. The spending figure covers all pets, not only veterinarians.
There are 8 veterinarians on map listings in the Marshalltown area as of September 2026. One of them (13%) is a chain location, against 19% across the U.S. Per 10,000 households, that is 5.2, 58% above the U.S. rate of 3.3.
Official counts show 5 businesses with payroll classed as veterinary services in the Marshalltown area in 2023. That is one for every 3,099 households, against one for every 3,767 across the U.S. Population estimates show the Marshalltown area declined 0.5% from 2020 to 2025, against +3.1% for the U.S.
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 pets by the veterinarians 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 | 5.2 | 4.6 | 3.3 |
| Spending per listing | $1.5M | $1.8M | $2.7M |
| Households per official establishment | 3,099 | 2,741 | 3,767 |
| Official establishment growth, 2019–2023 | n/a | +2.8% | +6.8% |
| Population growth, 2020–2025 | −0.5% | +1.5% | +3.1% |
| Spending per household on pets | $783 | $843 | $909 |
| Median household income | $73,315 | $75,059 | $80,734 |
| Groundwork market score | 36 | 24 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 5
- Employees, 2023
- 55
- Annual payroll, 2023
- $2.1M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 81 chain location
- Listings at the U.S. rate for this spending
- 5The 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 veterinary 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 veterinarians 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 cardVeterinarians across Iowa
Every Iowa market ranked →The highest-scoring small-town markets in Iowa for veterinarians, 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 |
|---|---|---|---|---|---|---|
| 1Muscatine, IA | 57 | 5 | 2.9 | $2.7M | −3.0% | #143 of 398 |
| 2Mason City, IA | 49 | 8 | 3.5 | $2.3M | −1.5% | #208 of 398 |
| 3Fort Dodge, IA | 46 | 7 | 4.6 | $1.7M | −0.4% | #235 of 398 |
| 4Clinton, IA | 41 | 8 | 4.1 | $1.9M | −0.9% | #257 of 398 |
| 5Pella, IA | 38 | 9 | 6.8 | $1.3M | +2.3% | #286 of 398 |
| 6Marshalltown, IA | 36 | 8 | 5.2 | $1.5M | −0.5% | #300 of 398 |
| 7Carroll, IA | 23 | 6 | 6.8 | $1.2M | −2.0% | #369 of 398 |
| 8Ottumwa, IA | 21 | 9 | 6.4 | $1.2M | −0.3% | #377 of 398 |
| 9Fort Madison, IA | 18 | 9 | 6.3 | $1.2M | −3.6% | #385 of 398 |
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
Fitness and classes
Health care
Pets
- Pet businesses57
- Veterinarians36
- Pet grooming and boarding
- Pet stores
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many veterinarians are in the Marshalltown, IA area?
As of September 2026, map listings count 8 veterinarians in the Marshalltown area. One of them (13%) is a chain location. The listings count veterinary clinics and animal hospitals. Official counts show 5 businesses with payroll classed as veterinary services in 2023.
How much do households in the Marshalltown, IA area spend on pets?
About $12.1M a year, or $783 per household. That is 14% below the U.S. average (an index of 86, where 100 is the U.S. average). Spread across the 8 veterinarians on map listings, it comes to $1.5M per clinic. That spending covers all pets, which veterinarians share with other businesses in the trade. 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 veterinarians?
The Marshalltown area has 5.2 veterinarians per 10,000 households, 58% above the U.S. rate of 3.3. Spending per clinic is $1.5M, 44% below the U.S. figure of $2.7M. At the U.S. ratio of veterinarians to household spending, the Marshalltown area would have about 5, against 8 on map listings. There is one business with payroll in the industry for every 3,099 households, against one for every 3,767 across the U.S.
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 36 for veterinarians (lower middle), #300 of 398 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 veterinarians 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 veterinarians · 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.