📊 Des Moines-West Des Moines, IA Market Demographics
Population
695,000
🟢 Census ACS 2023
Median Household Income
$68,900
🟢 ACS Table B19013
Median Age
35.9 yrs
🟢 ACS Table B01002
Unemployment Rate
3.5%
🟢 BLS LAUS
Homeownership Rate
68.2%
🟢 ACS Table B25003
📋 Market Analysis: Why Des Moines for Franchising?
Income & purchasing power. Des Moines's median household income of $68,900 is 8% below the national median of $75,149. Markets near the national income median support a broad range of franchise categories — neither constrained to budget concepts nor reliant on premium positioning.
Labor market conditions. The unemployment rate in Des Moines is 3.5%, 0.1pp below the national average of 3.6%. A labor market near the national average provides balanced conditions for franchise operations — neither constrained by labor shortages nor burdened by weak demand.
Homeownership & service demand. At 68.2%, homeownership in Des Moines is 3pp above the national rate of 65.2%. High homeownership rates directly fuel demand for home services franchises — cleaning, restoration, landscaping, pest control, and HVAC. These categories appear in the opportunity rankings for a reason.
Top opportunity: Healthcare & Medical. With a Penetration Index of 57 (43% below the national average), Healthcare & Medical has the highest Opportunity Score of 77/100 in Des Moines. The market has an estimated 24 existing units versus 42 expected based on population — a gap of roughly 18 units that represents white-space opportunity for new entrants.
How Des Moines compares. Demographically similar metro areas include Ogden, Provo, Poughkeepsie. Comparing franchise penetration across peer markets can reveal whether Des Moines's opportunity gaps are local (untapped demand) or structural (category fit for the region). Explore each peer market for side-by-side franchise category analysis.
#1
⚕️
Healthcare & Medical
Urgent care, physical therapy, dental, vision, and medical staffing franchises
77
Opportunity
Score
🟡 Estimated
Penetration Index
57
43% below avg
Est. Units (Des Moines)
24
vs 42 expected
Avg Investment
$300,000–$900,000
typical range
42% below peer-market average — 24 estimated units vs 42 expected for a market of 0.7M (Source: FDD Item 20 estimates)
📊 Source: Unit counts from CMS provider data + FDD Item 20
Full Analysis — All 10 Categories in Des Moines →
#2
👴
Senior Care
In-home care, assisted living placement, and senior enrichment franchises
77
Opportunity
Score
🟡 Estimated
Penetration Index
57
43% below avg
Est. Units (Des Moines)
20
vs 35 expected
Avg Investment
$90,000–$250,000
typical range
42% below peer-market average — 20 estimated units vs 35 expected for a market of 0.7M (Source: FDD Item 20 estimates)
📊 Source: Unit counts from CMS CASPER + FDD Item 20 data
Full Analysis — All 10 Categories in Des Moines →
#3
🍔
Fast Food / QSR
Quick-service restaurants including burgers, pizza, sandwiches, and ethnic fast food
76
Opportunity
Score
🟡 Estimated
Penetration Index
58
42% below avg
Est. Units (Des Moines)
162
vs 278 expected
Avg Investment
$250,000–$800,000
typical range
42% below peer-market average — 162 estimated units vs 278 expected for a market of 0.7M (Source: FDD Item 20 estimates)
📊 Source: Unit counts from FDD Item 20 + Census business patterns
Full Analysis — All 10 Categories in Des Moines →
#4
☕
Coffee & Beverages
Coffee shops, juice bars, tea houses, and specialty beverage franchises
76
Opportunity
Score
🟡 Estimated
Penetration Index
58
42% below avg
Est. Units (Des Moines)
73
vs 125 expected
Avg Investment
$150,000–$500,000
typical range
42% below peer-market average — 73 estimated units vs 125 expected for a market of 0.7M (Source: FDD Item 20 estimates)
📊 Source: Unit counts from FDD disclosures + SBA franchise data
Full Analysis — All 10 Categories in Des Moines →
#5
💪
Fitness & Wellness
Gyms, boutique fitness studios, yoga, martial arts, and wellness centers
76
Opportunity
Score
🟡 Estimated
Penetration Index
58
42% below avg
Est. Units (Des Moines)
48
vs 83 expected
Avg Investment
$200,000–$600,000
typical range
42% below peer-market average — 48 estimated units vs 83 expected for a market of 0.7M (Source: FDD Item 20 estimates)
📊 Source: Unit counts from IFA membership data + FDD Item 20
Full Analysis — All 10 Categories in Des Moines →
See All 10 Franchise Categories in Des Moines
Interactive tool with full opportunity scores, confidence ratings, CSV export, and email alerts for market changes.
Open Territory Finder — Free →
📈 Peer Market Comparison — Similar Metro Areas
| Metro Area | Population | Median HHI |
|---|
| 📍 Des Moines-West Des Moines, IA (this market) | 695,000 | $68,900 |
| Ogden-Clearfield, UT |
699,000 |
$70,100 |
| Provo-Orem, UT |
669,000 |
$71,900 |
| Poughkeepsie-Newburgh-Middletown, NY |
683,000 |
$73,700 |
❓ Frequently Asked Questions
What are the best franchise categories to open in Des Moines?
Based on our data analysis, the top franchise categories in Des Moines by Opportunity Score are: 1. Healthcare & Medical (Score: 77/100), 2. Senior Care (Score: 77/100), 3. Fast Food / QSR (Score: 76/100), 4. Coffee & Beverages (Score: 76/100), 5. Fitness & Wellness (Score: 76/100). These scores are based on population demographics from US Census ACS 2023 and franchise unit count estimates from FDD Item 20 disclosures.
How many people live in the Des Moines-West Des Moines, IA metro area?
According to the US Census American Community Survey 2023 5-year estimates, the Des Moines-West Des Moines, IA metropolitan statistical area has a population of 695,000.
What is the median household income in Des Moines?
The median household income in the Des Moines-West Des Moines, IA metro area is $68,900, according to US Census ACS 2023 estimates (ACS Table B19013).
How many Healthcare & Medical franchise units are in Des Moines?
Based on FDD Item 20 disclosures and Census business pattern data, Des Moines has an estimated 24 Healthcare & Medical franchise units, compared to 42 expected based on the metro's population. This gives a Penetration Index of 57 — indicating a potentially underserved market.
How does the Des Moines market compare to similar metro areas for franchising?
Des Moines has a population of 695,000 and median household income of $68,900, which is -8% below the national median. Comparable metro areas include Ogden, Provo, Poughkeepsie. We recommend comparing opportunity scores across peer metros before selecting a territory, as penetration gaps vary significantly between demographically similar markets.
What factors should I consider before opening a franchise in Des Moines?
Key factors include: (1) local income levels — Des Moines's $68,900 median HHI determines which franchise price points the market supports, (2) category saturation — check the Penetration Index for your target category, (3) labor availability — the 3.5% unemployment rate affects staffing costs, and (4) real estate — homeownership at 68.2% influences both commercial lease availability and home services demand. Use our Territory Opportunity Finder for a complete category-by-category analysis.
📚 Data Sources & Methodology
This analysis is based on:
- US Census American Community Survey 2023 (5-year estimates)
- Franchise Disclosure Documents (FDD Item 20) through 2024
- International Franchise Association (IFA) market data
How Opportunity Scores are calculated: Scores combine franchise category penetration (estimated from FDD Item 20 data),
local income levels, unemployment, and regional market factors. A score of 80+ indicates strong underpenetration;
50–79 indicates moderate opportunity; below 50 indicates a saturated or challenging market.
What "estimated" means: Unit counts marked 🟡 are derived from FDD disclosures for major franchisors
and Census business pattern data. They are directional estimates, not precise counts. Verify through individual FDD Item 20 research.
Disclaimer: This analysis is for informational purposes only.
It does not constitute investment advice. Past market data does not guarantee future franchise performance.
Full methodology →
Last updated: April 1, 2026 · Data: US Census ACS 2023 · FDD through 2024
Compare Franchise Opportunities in Similar Markets
These metro areas share similar demographics with Des Moines. Compare franchise penetration and opportunity scores across peer markets:
Related Tools & Resources