Groceries and convenience · Small-town market · Wisconsin
Convenience stores in the Rice Lake, WI area
The convenience stores in the Rice Lake, WI area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 43 out of 100: Lower middle
Ranked #351 of 529 scored small-town markets
#12 of 13 scored small-town markets based in Wisconsin
- Listings
- 24
- 18 chain locations (75%)
- Official establishments
- n/a
- Fewer than 3, or not published
- Household spending a year
- $115.2M
- On groceries · $5,771 a household
- Spending per listing
- $4.8M
- 39% below the U.S.
- Listings per 10k households
- 12.0
- 50% above the U.S.
- Population, 2025
- 46,484
- −0.5% since 2020
See the convenience stores around any address in the Rice Lake area
The site report maps the convenience stores 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 Rice Lake 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
As of September 2026, map listings count 24 convenience stores in the Rice Lake area. 18 of them (75%) are chain locations, against 60% across the U.S. That is 12.0 per 10,000 households, 50% above the U.S. rate of 8.0.
Households in the Rice Lake area spend about $115.2M a year on groceries, or $5,771 per household, 9% below the U.S. average. That works out to $4.8M per store, 39% below the U.S. figure of $7.9M. That spending covers all groceries, which convenience stores share with other businesses in the trade.
There is no official count of businesses with payroll classed as convenience stores in the Rice Lake area: counts under 3 aren’t published.
Population estimates put the population change in the Rice Lake area from 2020 to 2025 at −0.5%, against +3.1% for the U.S. The Groundwork market score for convenience stores in the Rice Lake area is 43 (lower middle), #351 of 529 scored small-town markets and #12 of 13 scored small-town markets based in Wisconsin.
How the Rice Lake area compares
The same measures for Wisconsin and the whole U.S. Spending per listing divides a year of household spending on all groceries by the convenience stores 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 | Rice Lake area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 12.0 | 7.8 | 8.0 |
| Spending per listing | $4.8M | $7.8M | $7.9M |
| Households per official establishment | n/a | 15,400 | 3,493 |
| Official establishment growth, 2019–2023 | n/a | +25.8% | +22.0% |
| Population growth, 2020–2025 | −0.5% | +1.3% | +3.1% |
| Spending per household on groceries | $5,771 | $6,105 | $6,319 |
| Median household income | $65,933 | $77,485 | $80,734 |
| Groundwork market score | 43 | 57 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- n/a
- Employees, 2023
- n/a
- Annual payroll, 2023
- n/a
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 2418 chain locations
- 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 convenience stores in the Rice Lake 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 Rice Lake area
- Population, 2025 estimate
- 46,484−0.5% since 2020
- Households
- 19,955
- Median age
- 45.8
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.0
- Land area
- 863 sq. mi.
- People per square mile
- 54
- Median household income
- $65,933
- Average household income
- $87,099
- Median home value
- $216,600
- Jobs located here
- 20,886
- Daytime population
- 44,130Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rice Lake 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 convenience stores on map listings by name and distance.
Or open the report at the center of the Rice Lake area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardConvenience stores across Wisconsin
Every Wisconsin market ranked →The highest-scoring small-town markets in Wisconsin for convenience stores, numbered among those based in Wisconsin (a market based in another state is listed without a number), with the Rice Lake area marked.
Top small-town markets in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Whitewater-Elkhorn, WI | 80 | 37 | 8.6 | $7.3M | +0.8% | #24 of 529 |
| 2Watertown-Fort Atkinson, WI | 73 | 28 | 8.0 | $7.7M | +0.3% | #63 of 529 |
| 3Stevens Point-Plover, WI | 69 | 29 | 9.8 | $6.2M | +2.2% | #97 of 529 |
| 4Manitowoc, WI | 67 | 27 | 7.7 | $7.6M | +0.4% | #110 of 529 |
| 5Menomonie, WI | 67 | 17 | 9.7 | $6.1M | +1.7% | #113 of 529 |
| 6Beaver Dam, WI | 66 | 30 | 8.4 | $7.2M | −0.3% | #121 of 529 |
| 7Shawano, WI | 64 | 18 | 9.7 | $6M | +1.4% | #140 of 529 |
| 8Platteville, WI | 57 | 20 | 10.0 | $5.8M | +0.9% | #213 of 529 |
| 9Sparta, WI | 57 | 21 | 11.5 | $5.1M | +0.6% | #216 of 529 |
| Iron Mountain, MI-WI | 53 | 14 | 9.9 | $5.7M | +0.4% | #254 of 529 |
| 12Rice Lake, WI | 43 | 24 | 12.0 | $4.8M | −0.5% | #351 of 529 |
Other business types in the Rice Lake area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
- Grocery and convenience stores33
- Grocery stores29
- Convenience stores43
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many convenience stores are in the Rice Lake, WI area?
The Rice Lake area has 24 convenience stores on map listings as of September 2026. 18 of them (75%) are chain locations. The listings count convenience stores without fuel. No official count is published for convenience stores in the Rice Lake area: counts under 3 are left out.
How much do households in the Rice Lake, WI area spend on groceries?
About $115.2M a year, or $5,771 per household. That is 9% below the U.S. average (an index of 91, where 100 is the U.S. average). Spread across the 24 convenience stores on map listings, it comes to $4.8M per store. The spending figure covers all groceries, not only convenience stores. It is estimated from the incomes of the 19,955 households in the Rice Lake area and national spending patterns by income.
How does the Rice Lake, WI area compare with the U.S. for convenience stores?
The Rice Lake area has 12.0 convenience stores per 10,000 households, 50% above the U.S. rate of 8.0. Spending per store is $4.8M, 39% below the U.S. figure of $7.9M. At the national ratio of convenience stores to household spending, the Rice Lake area would have about 15, against 24 on map listings.
How fast is the Rice Lake, WI area growing?
Population estimates put the Rice Lake area at 46,484 people in 2025, down 0.5% since 2020, against +3.1% for the U.S. It has 19,955 households. Median household income in the Rice Lake area is $65,933, 18% below the U.S. median of $80,734.
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 Rice Lake area scores 43 for convenience stores (lower middle), #351 of 529 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Rice Lake area. It maps the convenience stores 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 convenience stores · All 56 business types in the Rice Lake area
Screening a site or an acquisition in the Rice Lake 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 Rice Lake 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.