Market rankings · Wisconsin
Funeral homes in Wisconsin
Markets across Wisconsin ranked by the Groundwork market score for funeral homes, with competitor counts and household spending for each.
- Listings
- 636
- 106 chain locations (17%)
- Official establishments
- 413
- −1.7% since 2019
- Household spending a year
- $346.2M
- On funerals
- Listings per 10k households
- 2.6
- 24% above the U.S.
- Spending per listing
- $544K
- 20% below the U.S.
- Rank among states
- #37 of 51
- Market score 33 · Lower middle
A site report maps the funeral homes on map listings around any address in Wisconsin by name and distance, and the spending within reach.
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 636 funeral homes in Wisconsin. 106 of them (17%) are chain locations, against 10% across the U.S. That is 2.6 per 10,000 households, 24% above the U.S. rate of 2.1.
At $140 per household (2% below the U.S. average), households in Wisconsin spend about $346.2M a year on funerals. That works out to $544K per home, 20% below the U.S. figure of $679K.
The official count of businesses with payroll classed as funeral homes and funeral services in Wisconsin was 413 in 2023, down 1.7% from 2019. That is one for every 6,004 households, against one for every 8,510 across the U.S. Across the U.S., the count fell 1.7% over the same years. Since fiscal 2022, 25 SBA-backed loans worth $22.5M have gone to businesses classed as funeral homes and funeral services in Wisconsin.
Among the 50 states and DC, Wisconsin ranks #37 for funeral homes, with a Groundwork market score of 33 (lower middle). Of the 15 scored metro areas in or partly in Wisconsin, the Minneapolis-St. Paul-Bloomington metro area scores highest (59). Of the 13 scored small-town markets in or partly in Wisconsin, the Wisconsin Rapids-Marshfield area scores highest (71).
Every market in Wisconsin for funeral homes
Download the ranking (CSV)Numbered by Groundwork market score among the markets based in Wisconsin, highest first; the U.S. rank compares each market with every other of its kind. A metro area that crosses a state line is listed in each state it reaches, and numbered only in the state its page is under. How the score works.
Metro areas
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| Minneapolis-St. Paul-Bloomington, MN-WI | 59 | 210 | 1.4 | $900K | +2.6% | #125 of 377 |
| 1Kenosha, WI | 50 | 10 | 1.5 | $848K | −0.4% | #174 of 377 |
| 2Madison, WI | 49 | 50 | 1.7 | $704K | +4.1% | #181 of 377 |
| 3Racine-Mount Pleasant, WI | 45 | 16 | 2.0 | $718K | +0.4% | #207 of 377 |
| 4Sheboygan, WI | 43 | 11 | 2.2 | $659K | 0.0% | #223 of 377 |
| 5Milwaukee-Waukesha, WI | 42 | 127 | 1.9 | $689K | 0.0% | #231 of 377 |
| 6Fond du Lac, WI | 42 | 10 | 2.3 | $643K | +0.5% | #233 of 377 |
| 7Appleton, WI | 41 | 20 | 2.0 | $669K | +2.7% | #241 of 377 |
| 8Oshkosh-Neenah, WI | 39 | 15 | 2.1 | $655K | +1.4% | #249 of 377 |
| 9Wausau, WI | 39 | 15 | 2.6 | $573K | +1.0% | #253 of 377 |
| 10Eau Claire, WI | 34 | 20 | 2.8 | $503K | +2.6% | #288 of 377 |
| Duluth, MN-WI | 32 | 34 | 2.8 | $527K | +0.2% | #296 of 377 |
| 11Janesville-Beloit, WI | 32 | 24 | 3.6 | $387K | +1.7% | #301 of 377 |
| 12Green Bay, WI | 30 | 34 | 2.5 | $527K | +2.5% | #310 of 377 |
| 13La Crosse-Onalaska, WI-MN | 19 | 33 | 4.6 | $317K | +0.4% | #364 of 377 |
Small-town markets
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Wisconsin Rapids-Marshfield, WI | 71 | 8 | 2.5 | $671K | −0.2% | #55 of 365 |
| 2Whitewater-Elkhorn, WI | 68 | 13 | 3.0 | $500K | +0.8% | #75 of 365 |
| 3Stevens Point-Plover, WI | 65 | 5 | 1.7 | $775K | +2.2% | #91 of 365 |
| 4Marinette, WI-MI | 63 | 11 | 3.7 | $470K | +0.3% | #101 of 365 |
| 5Baraboo, WI | 57 | 9 | 3.2 | $467K | +1.3% | #132 of 365 |
| 6Watertown-Fort Atkinson, WI | 55 | 9 | 2.6 | $526K | +0.3% | #145 of 365 |
| 7Menomonie, WI | 54 | 5 | 2.9 | $462K | +1.7% | #150 of 365 |
| 8Manitowoc, WI | 54 | 15 | 4.3 | $362K | +0.4% | #155 of 365 |
| 9Shawano, WI | 52 | 8 | 4.3 | $384K | +1.4% | #166 of 365 |
| 10Rice Lake, WI | 49 | 8 | 4.0 | $420K | −0.5% | #183 of 365 |
| 11Beaver Dam, WI | 44 | 15 | 4.2 | $368K | −0.3% | #211 of 365 |
| 12Sparta, WI | 41 | 7 | 3.8 | $382K | +0.6% | #233 of 365 |
| 13Platteville, WI | 23 | 16 | 8.0 | $190K | +0.9% | #335 of 365 |
| Iron Mountain, MI-WI | Not scored | 4 | 2.8 | $593K | +0.4% |
Counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Waukesha County, WI | 73 | 32 | 1.9 | $850K | +2.4% | #186 of 1,472 |
| 2Washington County, WI | 70 | 8 | 1.4 | $1.1M | +1.8% | #229 of 1,472 |
| 3Dane County, WI | 65 | 31 | 1.2 | $897K | +4.9% | #350 of 1,472 |
| 4St. Croix County, WI | 61 | 8 | 2.1 | $618K | +4.7% | #460 of 1,472 |
| 5Ozaukee County, WI | 61 | 13 | 3.4 | $483K | +3.0% | #468 of 1,472 |
| 6Waushara County, WI | 58 | 5 | 4.7 | $364K | +2.8% | #526 of 1,472 |
| 7Kenosha County, WI | 57 | 10 | 1.5 | $848K | −0.4% | #528 of 1,472 |
| 8Wood County, WI | 57 | 8 | 2.5 | $671K | −0.2% | #534 of 1,472 |
| 9Racine County, WI | 56 | 16 | 2.0 | $718K | +0.4% | #553 of 1,472 |
| 10Sheboygan County, WI | 56 | 11 | 2.2 | $659K | 0.0% | #556 of 1,472 |
| 11Fond du Lac County, WI | 55 | 10 | 2.3 | $643K | +0.5% | #577 of 1,472 |
| 12Marathon County, WI | 54 | 15 | 2.6 | $573K | +1.0% | #604 of 1,472 |
| 13Winnebago County, WI | 53 | 15 | 2.1 | $655K | +1.4% | #622 of 1,472 |
| 14Outagamie County, WI | 53 | 17 | 2.2 | $619K | +2.6% | #625 of 1,472 |
| 15Eau Claire County, WI | 53 | 11 | 2.5 | $535K | +3.0% | #630 of 1,472 |
| 16Oneida County, WI | 53 | 6 | 3.4 | $528K | +0.7% | #634 of 1,472 |
| 17Portage County, WI | 52 | 5 | 1.7 | $775K | +2.2% | #650 of 1,472 |
| 18Brown County, WI | 52 | 25 | 2.3 | $556K | +2.6% | #653 of 1,472 |
| 19Walworth County, WI | 52 | 13 | 3.0 | $500K | +0.8% | #659 of 1,472 |
| 20Chippewa County, WI | 52 | 9 | 3.3 | $465K | +1.9% | #662 of 1,472 |
| 21Polk County, WI | 47 | 6 | 3.1 | $490K | +1.7% | #785 of 1,472 |
| 22Green County, WI | 47 | 6 | 3.8 | $410K | +0.5% | #791 of 1,472 |
| 23Marinette County, WI | 47 | 8 | 4.2 | $408K | +1.6% | #793 of 1,472 |
| 24Clark County, WI | 47 | 5 | 3.9 | $394K | +1.2% | #795 of 1,472 |
| 25Rock County, WI | 47 | 24 | 3.6 | $387K | +1.7% | #798 of 1,472 |
Show all 72 counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 26Lafayette County, WI | 46 | 5 | 7.4 | $218K | +5.2% | #829 of 1,472 |
| 27Milwaukee County, WI | 45 | 74 | 1.9 | $613K | −1.5% | #831 of 1,472 |
| 28Sauk County, WI | 45 | 9 | 3.2 | $467K | +1.3% | #837 of 1,472 |
| 29Oconto County, WI | 45 | 6 | 3.6 | $434K | +2.9% | #840 of 1,472 |
| 30Dunn County, WI | 43 | 5 | 2.9 | $462K | +1.7% | #891 of 1,472 |
| 31Lincoln County, WI | 43 | 5 | 3.9 | $422K | −0.1% | #895 of 1,472 |
| 32Manitowoc County, WI | 43 | 15 | 4.3 | $362K | +0.4% | #902 of 1,472 |
| 33Barron County, WI | 42 | 8 | 4.0 | $420K | −0.5% | #920 of 1,472 |
| 34Shawano County, WI | 42 | 8 | 4.6 | $355K | +1.7% | #927 of 1,472 |
| 35Jefferson County, WI | 41 | 9 | 2.6 | $526K | +0.3% | #936 of 1,472 |
| 36La Crosse County, WI | 41 | 17 | 3.3 | $419K | +0.3% | #947 of 1,472 |
| 37Dodge County, WI | 38 | 15 | 4.2 | $368K | −0.3% | #1,036 of 1,472 |
| 38Pierce County, WI | 36 | 7 | 4.4 | $310K | +3.1% | #1,080 of 1,472 |
| 39Monroe County, WI | 35 | 7 | 3.8 | $382K | +0.6% | #1,090 of 1,472 |
| 40Green Lake County, WI | 35 | 6 | 7.2 | $234K | +1.5% | #1,117 of 1,472 |
| 41Trempealeau County, WI | 34 | 7 | 5.6 | $266K | +1.1% | #1,132 of 1,472 |
| 42Columbia County, WI | 33 | 10 | 4.1 | $350K | −0.7% | #1,149 of 1,472 |
| 43Juneau County, WI | 33 | 6 | 5.5 | $297K | −0.5% | #1,159 of 1,472 |
| 44Vernon County, WI | 33 | 8 | 6.4 | $244K | +2.4% | #1,164 of 1,472 |
| 45Waupaca County, WI | 30 | 11 | 4.9 | $318K | −0.6% | #1,213 of 1,472 |
| 46Grant County, WI | 23 | 16 | 8.0 | $190K | +0.9% | #1,357 of 1,472 |
| Calumet County, WI | Not scored | 3 | 1.4 | $951K | +2.9% | |
| Douglas County, WI | Not scored | 4 | 2.1 | $694K | −0.8% | |
| Door County, WI | Not scored | 3 | 2.0 | $882K | +1.6% | |
| Iowa County, WI | Not scored | 3 | 3.0 | $486K | +1.0% | |
| Vilas County, WI | Not scored | 0 | 0.0 | n/a | +2.9% | |
| Adams County, WI | Not scored | 1 | 1.1 | $1.9M | +5.2% | |
| Jackson County, WI | Not scored | 3 | 3.6 | $443K | −0.5% | |
| Kewaunee County, WI | Not scored | 3 | 3.6 | $467K | +1.0% | |
| Taylor County, WI | Not scored | 4 | 5.0 | $351K | +0.9% | |
| Langlade County, WI | Not scored | 2 | 2.3 | $797K | +0.4% | |
| Sawyer County, WI | Not scored | 2 | 2.3 | $744K | +4.0% | |
| Richland County, WI | Not scored | 4 | 5.5 | $315K | −1.4% | |
| Burnett County, WI | Not scored | 4 | 5.6 | $373K | +3.9% | |
| Washburn County, WI | Not scored | 2 | 2.6 | $662K | +2.8% | |
| Bayfield County, WI | Not scored | 1 | 1.3 | $1.4M | +3.4% | |
| Ashland County, WI | Not scored | 3 | 4.4 | $365K | +1.1% | |
| Crawford County, WI | Not scored | 3 | 4.5 | $394K | −1.1% | |
| Marquette County, WI | Not scored | 3 | 4.3 | $401K | +2.1% | |
| Rusk County, WI | Not scored | 3 | 4.7 | $361K | −0.2% | |
| Price County, WI | Not scored | 3 | 4.6 | $393K | −0.3% | |
| Buffalo County, WI | Not scored | 4 | 7.0 | $247K | −0.1% | |
| Forest County, WI | Not scored | 1 | 2.5 | $706K | +4.4% | |
| Pepin County, WI | Not scored | 4 | 13.1 | $127K | +2.2% | |
| Iron County, WI | Not scored | 1 | 3.2 | $565K | −0.3% | |
| Florence County, WI | Not scored | 1 | 4.6 | $362K | +4.0% | |
| Menominee County, WI | Not scored | 0 | 0.0 | n/a | −1.4% |
Markets with fewer than 5 funeral homes on map listings, and counties under 10,000 people, aren’t scored; they’re listed last in each table.
Questions
How many funeral homes are in Wisconsin?
There are 636 funeral homes on map listings in Wisconsin as of September 2026. 106 of them (17%) are chain locations. The listings count funeral homes, mortuaries and cremation services. Official counts show 413 businesses with payroll classed as funeral homes and funeral services in 2023, down 1.7% from 2019.
How much do households in Wisconsin spend on funerals?
About $346.2M a year, or $140 per household. That is 2% below the U.S. average (an index of 98, where 100 is the U.S. average). Spread across the 636 funeral homes on map listings, it comes to $544K per home. It is estimated from the incomes of the 2,479,480 households in Wisconsin and national spending patterns by income.
How does Wisconsin compare with the U.S. for funeral homes?
Wisconsin has 2.6 funeral homes per 10,000 households, 24% above the U.S. rate of 2.1. Spending per home is $544K, 20% below the U.S. figure of $679K. At the national ratio of funeral homes to household spending, Wisconsin would have about 510, against 636 on map listings. There is one business with payroll in the industry for every 6,004 households, against one for every 8,510 across the U.S. The official count fell 1.7% from 2019 to 2023, against −1.7% for the U.S.
Which market in Wisconsin has the highest market score for funeral homes?
Among 15 scored metro areas in or partly in Wisconsin, the Minneapolis-St. Paul-Bloomington metro area scores highest, at 59 (upper middle). Among 13 scored small-town markets in or partly in Wisconsin, the Wisconsin Rapids-Marshfield area scores highest, at 71 (upper middle). Among 46 scored counties in Wisconsin, Waukesha County scores highest, at 73 (upper middle). Scores compare each market with others of its kind across the U.S.
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. Wisconsin scores 33 for funeral homes (lower middle), #37 of the 50 states and DC.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Wisconsin. It maps the funeral homes 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.
Funeral homes in other states
All 51 states
- Alabama
- Alaska
- Arizona
- Arkansas
- California
- Colorado
- Connecticut
- Delaware
- District of Columbia
- Florida
- Georgia
- Hawaii
- Idaho
- Illinois
- Indiana
- Iowa
- Kansas
- Kentucky
- Louisiana
- Maine
- Maryland
- Massachusetts
- Michigan
- Minnesota
- Mississippi
- Missouri
- Montana
- Nebraska
- Nevada
- New Hampshire
- New Jersey
- New Mexico
- New York
- North Carolina
- North Dakota
- Ohio
- Oklahoma
- Oregon
- Pennsylvania
- Rhode Island
- South Carolina
- South Dakota
- Tennessee
- Texas
- Utah
- Vermont
- Virginia
- Washington
- West Virginia
- Wisconsin
- Wyoming
Top markets for funeral homes across the U.S. · All business types in Wisconsin
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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.