Food and drink · Small-town market · Wisconsin
Bakeries and dessert shops in the Shawano, WI area
How the Shawano, WI area compares with other small-town markets and the U.S. for bakeries and dessert shops: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 43 out of 100: Lower middle
Ranked #329 of 507 scored small-town markets
#13 of 13 scored small-town markets based in Wisconsin
- Listings
- 20
- 1 chain location (5%)
- Official establishments
- 10
- All snack bars and retail bakeries
- Household spending a year
- $66M
- On food away from home · $3,540 a household
- Spending per listing
- $3.3M
- 20% below the U.S.
- Listings per 10k households
- 10.7
- 9% above the U.S.
- Population, 2025
- 45,759
- +1.4% since 2020
See the bakeries and dessert shops around any address in the Shawano area
The site report maps the bakeries and dessert shops 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 Shawano 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
Map listings as of September 2026 show 20 bakeries and dessert shops in the Shawano area. One of them (5%) is a chain location, against 35% across the U.S. Per 10,000 households, that is 10.7, 9% above the U.S. rate of 9.8.
At $3,540 per household (13% below the U.S. average), households in the Shawano area spend about $66M a year on food away from home. That works out to $3.3M per shop, 20% below the U.S. figure of $4.1M. That spending covers all food away from home, which bakeries and dessert shops share with other businesses in the trade.
The official count of businesses with payroll classed as snack bars and retail bakeries in the Shawano area was 10 in 2023. That is one for every 1,865 households, against one for every 1,369 across the U.S. The official count takes in all snack bars and retail bakeries, not only bakeries and dessert shops: coffee shops and cafes are counted too. Another 4 one-person businesses have no payroll, by official counts.
Population estimates show the Shawano area grew 1.4% from 2020 to 2025, slower than the U.S. (+3.1%). The Shawano area scores 43 (lower middle) on the Groundwork market score for bakeries and dessert shops, ranking #329 of 507 scored small-town markets and #13 of 13 scored small-town markets based in Wisconsin.
How the Shawano area compares
The same measures for Wisconsin and the whole U.S. Spending per listing divides a year of household spending on all food away from home by the bakeries and dessert shops 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 | Shawano area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 10.7 | 7.6 | 9.8 |
| Spending per listing | $3.3M | $5.2M | $4.1M |
| Households per official establishment (all snack bars and retail bakeries) | 1,865 | 1,735 | 1,369 |
| Official establishment growth, 2019–2023 | n/a | +35.1% | +24.6% |
| Population growth, 2020–2025 | +1.4% | +1.3% | +3.1% |
| Spending per household on food away from home | $3,540 | $3,959 | $4,070 |
| Median household income | $66,189 | $77,485 | $80,734 |
| Groundwork market score | 43 | 64 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 10All snack bars and retail bakeries
- Employees, 2023
- 28
- Annual payroll, 2023
- $687K
- One-person businesses, 2023
- 4All snack bars and retail bakeries with no payroll
- Map listings, September 2026
- 201 chain location
- Listings at the U.S. rate for this spending
- 16The 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 snack bars and retail bakeries in the Shawano 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. These official figures cover all snack bars and retail bakeries, not only bakeries and dessert shops.
Population and households in the Shawano area
- Population, 2025 estimate
- 45,759+1.4% since 2020
- Households
- 18,651
- Median age
- 44.6
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.0
- Land area
- 1,251 sq. mi.
- People per square mile
- 36
- Median household income
- $66,189+20.0% vs. 2015–2019, before inflation
- Average household income
- $85,172
- Median home value
- $189,600
- Jobs located here
- 14,184
- Daytime population
- 36,907Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Shawano 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 bakeries and dessert shops on map listings by name and distance.
Or open the report at the center of the Shawano area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardBakeries and dessert shops across Wisconsin
Every Wisconsin market ranked →The highest-scoring small-town markets in Wisconsin for bakeries and dessert shops, numbered among those based in Wisconsin, with the Shawano area marked.
Top small-town markets in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Sparta, WI | 75 | 5 | 2.7 | $13.4M | +0.6% | #28 of 507 |
| 2Watertown-Fort Atkinson, WI | 74 | 19 | 5.4 | $7.3M | +0.3% | #32 of 507 |
| 3Beaver Dam, WI | 73 | 24 | 6.7 | $5.7M | −0.3% | #39 of 507 |
| 4Stevens Point-Plover, WI | 69 | 24 | 8.1 | $4.8M | +2.2% | #68 of 507 |
| 5Menomonie, WI | 67 | 12 | 6.9 | $5.5M | +1.7% | #74 of 507 |
| 6Marinette, WI-MI | 65 | 19 | 6.5 | $5.3M | +0.3% | #99 of 507 |
| 7Manitowoc, WI | 62 | 27 | 7.7 | $4.8M | +0.4% | #120 of 507 |
| 8Platteville, WI | 54 | 15 | 7.5 | $4.8M | +0.9% | #211 of 507 |
| 9Wisconsin Rapids-Marshfield, WI | 53 | 21 | 6.5 | $5.5M | −0.2% | #218 of 507 |
| 10Whitewater-Elkhorn, WI | 48 | 45 | 10.4 | $3.9M | +0.8% | #279 of 507 |
| 13Shawano, WI | 43 | 20 | 10.7 | $3.3M | +1.4% | #329 of 507 |
Other business types in the Shawano area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
- Restaurants and cafes42
- Sit-down restaurants44
- Fast food and sandwich shops77
- Pizza83
- Coffee shops and cafes55
- Bakeries and dessert shops43
Groceries and convenience
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many bakeries and dessert shops are in the Shawano, WI area?
There are 20 bakeries and dessert shops on map listings in the Shawano area as of September 2026. One of them (5%) is a chain location. The listings count bakeries, ice cream, donut and dessert shops, candy stores. Official counts show 10 businesses with payroll classed as snack bars and retail bakeries in 2023. That count covers all snack bars and retail bakeries (coffee shops and cafes included), not only bakeries and dessert shops. Official counts list 4 one-person businesses without payroll.
How much do households in the Shawano, WI area spend on food away from home?
About $66M a year, or $3,540 per household. That is 13% below the U.S. average (an index of 87, where 100 is the U.S. average). Spread across the 20 bakeries and dessert shops on map listings, it comes to $3.3M per shop. The spending figure covers all food away from home, not only bakeries and dessert shops. It is estimated from the incomes of the 18,651 households in the Shawano area and national spending patterns by income.
How does the Shawano, WI area compare with the U.S. for bakeries and dessert shops?
The Shawano area has 10.7 bakeries and dessert shops per 10,000 households, 9% above the U.S. rate of 9.8. Spending per shop is $3.3M, 20% below the U.S. figure of $4.1M. At the national ratio of bakeries and dessert shops to household spending, the Shawano area would have about 16, against 20 on map listings. There is one business with payroll in the industry for every 1,865 households, against one for every 1,369 across the U.S.
How fast is the Shawano, WI area growing?
Population estimates put the Shawano area at 45,759 people in 2025, up 1.4% since 2020, slower than the U.S. (+3.1%). It has 18,651 households. Median household income in the Shawano area is $66,189, 18% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 20.0%, 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 Shawano area scores 43 for bakeries and dessert shops (lower middle), #329 of 507 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Shawano area. It maps the bakeries and dessert shops 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 bakeries and dessert shops · All 56 business types in the Shawano area
Screening a site or an acquisition in the Shawano 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 Shawano 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.