County profile · Wisconsin
Iowa County, WI market data
Population, household spending and competition for 56 business types in Iowa County, each scored against other counties.
- Population, 2025
- 23,951
- +1.0% since 2020
- Households
- 10,118
- Median household income
- $82,182
- +28.2% vs. 2015–2019, before inflation
- Median home value
- $265,000
- Jobs located here
- 10,800
- Highest market score
- 81
- Fast food and sandwich shops, #113 of 2,222 scored counties
A site report maps the competitors on map listings around any address in Iowa County by name and distance, and the households and spending within reach. Or open the report at the center of Iowa County. 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
An estimated 23,951 people live in Iowa County, in 10,118 households. Population estimates put the population change in Iowa County from 2020 to 2025 at +1.0%, slower than the U.S. (+3.1%). The median household income in Iowa County is $82,182 a year, 2% above the U.S. median of $80,734. That rose 28.2% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Iowa County spend the most on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and the least on child care and other personal services (75).
The highest Groundwork market scores in Iowa County are for fast food and sandwich shops (81), dentists and orthodontists (78) and auto repair and car care businesses (78). Iowa County ranks #113 of 2,222 scored counties for fast food and sandwich shops.
Iowa County is part of the Madison metro area. For its number of households, Iowa County has the most map listings, relative to the U.S., for gas stations (82% above the U.S. rate) and the fewest for medical and dental practices (52% below the U.S. rate).
All 56 business types in Iowa County
Highest Groundwork market score first. Each score compares Iowa County with other counties for that business type, from 0 to 100. Spending per listing divides a whole spending line (all vehicle repairs, all eating out) by one type’s listings: the demand for each competitor, not a business’s revenue. Compare it across markets with its index, where 100 is the U.S. figure for the same type; the real estate types, whose line is all housing costs, show the index only. How the score works.
| Business type | Score | Rank among counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Fast food and sandwich shops | 81 | #113 of 2,222 | 9 | 8.9 | $4.5M | 149 | 9 |
| Dentists and orthodontists | 78 | #98 of 1,886 | 7 | 6.9 | $2.1M | 214 | Under 3 |
| Auto repair and car care | 78 | #155 of 2,401 | 27 | 26.7 | $443K | 165 | 12 |
| Gyms, studios and classes | 76 | #120 of 2,088 | 8 | 7.9 | $1.2M | 180 | 3 |
| Doctors, dentists and clinics | 74 | #234 of 2,394 | 41 | 40.5 | $360K | 236 | 18 |
| Clothing and shoe stores | 73 | #288 of 2,087 | 8 | 7.9 | $2.6M | 202 | Under 3 |
| Clothing, shoes and laundry | 72 | #316 of 2,210 | 12 | 11.9 | $1.7M | 194 | Under 3 |
| Bakeries and dessert shops | 69 | #293 of 1,889 | 7 | 6.9 | $5.8M | 141 | Under 3 |
| Pizza | 69 | #355 of 2,090 | 9 | 8.9 | $4.5M | 89 | 9 |
| Auto repair shops | 68 | #405 of 2,378 | 17 | 16.8 | $703K | 158 | 12 |
| Salons, barbers and spas | 66 | #436 of 2,385 | 37 | 36.6 | $280K | 132 | 5 |
| Restaurants and cafes | 63 | #645 of 2,405 | 98 | 96.9 | $416K | 112 | 36 |
| Home repair trades | 57 | #686 of 2,057 | 8 | 7.9 | $3.6M | 146 | 24 |
| Coffee shops and cafes | 54 | #861 of 2,063 | 11 | 10.9 | $3.7M | 100 | Under 3 |
| Sit-down restaurants | 52 | #1,074 of 2,405 | 49 | 48.4 | $833K | 126 | 25 |
| Hair salons | 49 | #1,260 of 2,339 | 29 | 28.7 | $357K | 83 | 4 |
| Child care and preschools | 48 | #880 of 1,611 | 6 | 5.9 | $731K | 73 | 5 |
| Convenience stores | 46 | #1,284 of 2,261 | 14 | 13.8 | $4.5M | 57 | Under 3 |
| Chiropractors | 44 | #901 of 1,490 | 7 | 6.9 | $2.1M | 88 | 6 |
| Grocery and convenience stores | 43 | #1,498 of 2,402 | 31 | 30.6 | $2M | 59 | Under 3 |
| Real estate | 42 | #1,519 of 2,229 | 28 | 27.7 | Index only | 120 | 13 |
| Real estate agents and brokers | 36 | #1,804 of 2,176 | 26 | 25.7 | Index only | 103 | 10 |
| Veterinarians | 35 | #1,093 of 1,485 | 5 | 4.9 | $1.8M | 65 | 5 |
| Pet businesses | 35 | #1,718 of 2,200 | 16 | 15.8 | $556K | 63 | 9 |
| Gas stations | 34 | #1,829 of 2,358 | 20 | 19.8 | $1.5M | 63 | 19 |
| Insurance agencies | 30 | #1,794 of 2,272 | 14 | 13.8 | $1.3M | 103 | 16 |
| Collision repair and body shops | Not scored | Not scored | 4 | 4.0 | $3M | 97 | 4 |
| Electricians | Not scored | Not scored | 4 | 4.0 | $7.1M | 59 | 10 |
| Grocery stores | Not scored | Not scored | 4 | 4.0 | $15.6M | 168 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 4 | 4.0 | $3.7M | 207 | 9 |
| Spas and skin care | Not scored | Not scored | 4 | 4.0 | $2.6M | 296 | Under 3 |
| Barbershops | Not scored | Not scored | 3 | 3.0 | $3.5M | 183 | Under 3 |
| Funeral homes | Not scored | Not scored | 3 | 3.0 | $486K | 72 | Under 3 |
| Gyms | Not scored | Not scored | 3 | 3.0 | $3.2M | 244 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 3.0 | $6.8M | 55 | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 3 | 3.0 | $3.2M | 157 | 3 |
| Pet stores | Not scored | Not scored | 3 | 3.0 | $3M | 66 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 3.0 | $4M | 159 | Under 3 |
| HVAC and plumbing | Not scored | Not scored | 2 | 2.0 | $14.2M | Too few | 14 |
| Lawn, cleaning and pest control | Not scored | Not scored | 2 | 2.0 | $6.4M | Too few | 16 |
| Pet grooming and boarding | Not scored | Not scored | 2 | 2.0 | $4.4M | Too few | 4 |
| Physical therapy | Not scored | Not scored | 2 | 2.0 | $7.4M | Too few | 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 2.0 | $14.2M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 2.0 | $4.8M | Too few | Under 3 |
| Car washes and detailing | Not scored | Not scored | 1 | 1.0 | $11.9M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 1.0 | Index only | Too few | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 1 | 1.0 | $12.8M | Too few | 10 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 1.0 | Index only | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 1 | 1.0 | $10.4M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 1 | 1.0 | $14.8M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 1.0 | $12.8M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| House cleaning | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 6 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Property management | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Iowa County
What households here spend in a year on each line, in total and per household, with the index against the U.S. average (100).
| Spending line | A year, all households | Per household | Index vs. U.S. (100) |
|---|---|---|---|
| Vehicle maintenance and repairs | $11.9M | $1,181 | 123 |
| Gasoline and other fuels | $30.1M | $2,977 | 115 |
| Food away from home | $40.8M | $4,034 | 99 |
| Groceries | $62.5M | $6,175 | 98 |
| Personal care products and services | $10.4M | $1,024 | 102 |
| Child care and other personal services | $4.4M | $433 | 75 |
| Memberships, classes and admissions | $9.5M | $941 | 96 |
| Medical and dental services | $14.8M | $1,459 | 113 |
| Pets | $8.9M | $879 | 97 |
| Clothing, shoes and related services | $20.5M | $2,028 | 99 |
| Vehicle insurance | $18.2M | $1,796 | 92 |
| Home repairs, maintenance and insurance | $28.4M | $2,809 | 93 |
| Lawn care, cleaning and other household services | $12.8M | $1,266 | 90 |
| Rent and homeowner costs | $145.7M | $14,405 | 86 |
Household spending is estimated from the incomes of the households in each neighborhood, using what households at each income spent nationally in 2024, adjusted for the region. It counts what residents spend, wherever they spend it.
Population and households in Iowa County
- Population, 2025 estimate
- 23,951+1.0% since 2020
- Households
- 10,118
- Median age
- 44.3
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.0
- Land area
- 763 sq. mi.
- People per square mile
- 31
- Median household income
- $82,182+28.2% vs. 2015–2019, before inflation
- Average household income
- $100,813
- Median home value
- $265,000
- Jobs located here
- 10,800
- Daytime population
- 21,726Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Iowa County?
These figures cover the whole county. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of Iowa County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Wisconsin 8
- Lafayette County, WI16,942 people
- Grant County, WI51,770 people
- Richland County, WI17,205 people
- Sauk County, WI66,009 people
- Green County, WI37,017 people
- Dane County, WI572,674 people
- Crawford County, WI16,042 people
- Columbia County, WI58,272 people
Questions
How fast is Iowa County, WI growing?
Population estimates put Iowa County at 23,951 people in 2025, up 1.0% since 2020, slower than the U.S. (+3.1%). It has 10,118 households. Against the 2015–2019 survey, median household income rose 28.2%, before inflation.
How much do households in Iowa County, WI spend?
Households in Iowa County spend about $145.7M a year on rent and homeowner costs, $62.5M on groceries and $40.8M on food away from home. Relative to the U.S., household spending in Iowa County runs highest on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and lowest on child care and other personal services (75).
Which business types have the highest market scores in Iowa County, WI?
Of the business types scored in Iowa County, fast food and sandwich shops (81), dentists and orthodontists (78) and auto repair and car care businesses (78) have the highest Groundwork market scores. For fast food and sandwich shops, that ranks #113 of 2,222 scored counties.
How does Iowa County, WI compare with the U.S.?
Median household income in Iowa County is $82,182, 2% above the U.S. median of $80,734. The population rose 1.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $265,000, against $332,700 for the U.S. Against the U.S., map listings per household run highest for gas stations (82% above the U.S. rate) and lowest for medical and dental practices (52% below the U.S. rate).
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. 26 of the 56 business types have a score in Iowa County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Iowa County. It maps the competitors 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.
All markets in Wisconsin · Every U.S. market · How we measure
Screening a site or an acquisition in Iowa County?
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 Iowa County. 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.