Auto · Small-town market · Wisconsin
Gas stations in the Rice Lake, WI area
Competitor counts, household spending and official business counts for gas stations in the Rice Lake, WI area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 45 out of 100: Lower middle
Ranked #326 of 536 scored small-town markets
#11 of 13 scored small-town markets based in Wisconsin
- Listings
- 33
- 30 chain locations (91%)
- Official establishments
- 30
- +11.1% since 2019
- Household spending a year
- $58.6M
- On gasoline and other fuels · $2,936 a household
- Spending per listing
- $1.8M
- 26% below the U.S.
- Listings per 10k households
- 16.5
- 51% above the U.S.
- Population, 2025
- 46,484
- −0.5% since 2020
See the gas stations around any address in the Rice Lake area
The site report maps the gas stations 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
At $2,936 per household (13% above the U.S. average), households in the Rice Lake area spend about $58.6M a year on gasoline and other fuels. That works out to $1.8M per station, 26% below the U.S. figure of $2.4M.
The Rice Lake area has 33 gas stations on map listings as of September 2026. 30 of them (91%) are chain locations, against 84% across the U.S. That comes to 16.5 for every 10,000 households, 51% above the U.S. rate of 10.9.
The official count of businesses with payroll classed as gasoline stations in the Rice Lake area was 30 in 2023, up 11.1% from 2019. That is one for every 665 households, against one for every 1,184 across the U.S.
Population estimates show the Rice Lake area declined 0.5% from 2020 to 2025, against +3.1% for the U.S. For gas stations, the Rice Lake area has a Groundwork market score of 45 (lower middle): #326 of 536 scored small-town markets and #11 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 gasoline and other fuels by the gas stations 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 | 16.5 | 11.3 | 10.9 |
| Spending per listing | $1.8M | $2.4M | $2.4M |
| Households per official establishment | 665 | 979 | 1,184 |
| Official establishment growth, 2019–2023 | +11.1% | −0.8% | −3.1% |
| Population growth, 2020–2025 | −0.5% | +1.3% | +3.1% |
| Spending per household on gasoline and other fuels | $2,936 | $2,672 | $2,595 |
| Median household income | $65,933 | $77,485 | $80,734 |
| Groundwork market score | 45 | 41 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 30+11.1% over the period
- Employees, 2023
- 458
- Annual payroll, 2023
- $12.3M
- One-person businesses, 2023
- 0Businesses with no payroll
- Map listings, September 2026
- 3330 chain locations
- Listings at the U.S. rate for this spending
- 25The 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 gasoline stations 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 gas stations 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 cardGas stations across Wisconsin
Every Wisconsin market ranked →The highest-scoring small-town markets in Wisconsin for gas stations, numbered among those based in Wisconsin, 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 |
|---|---|---|---|---|---|---|
| 1Stevens Point-Plover, WI | 82 | 23 | 7.7 | $3.7M | +2.2% | #19 of 536 |
| 2Shawano, WI | 75 | 22 | 11.8 | $2.5M | +1.4% | #50 of 536 |
| 3Watertown-Fort Atkinson, WI | 65 | 46 | 13.2 | $2.2M | +0.3% | #112 of 536 |
| 4Manitowoc, WI | 62 | 44 | 12.5 | $2.2M | +0.4% | #142 of 536 |
| 5Whitewater-Elkhorn, WI | 62 | 59 | 13.7 | $2.2M | +0.8% | #144 of 536 |
| 6Menomonie, WI | 62 | 25 | 14.3 | $2.1M | +1.7% | #145 of 536 |
| 7Wisconsin Rapids-Marshfield, WI | 58 | 38 | 11.8 | $2.3M | −0.2% | #183 of 536 |
| 8Beaver Dam, WI | 58 | 58 | 16.2 | $1.8M | −0.3% | #185 of 536 |
| 9Platteville, WI | 47 | 32 | 16.0 | $1.8M | +0.9% | #309 of 536 |
| 10Baraboo, WI | 46 | 48 | 17.2 | $1.7M | +1.3% | #316 of 536 |
| 11Rice Lake, WI | 45 | 33 | 16.5 | $1.8M | −0.5% | #326 of 536 |
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
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many gas stations are in the Rice Lake, WI area?
Map listings as of September 2026 show 33 gas stations in the Rice Lake area. 30 of them (91%) are chain locations. The listings count gas stations. Official counts show 30 businesses with payroll classed as gasoline stations in 2023, up 11.1% from 2019.
How much do households in the Rice Lake, WI area spend on gasoline and other fuels?
About $58.6M a year, or $2,936 per household. That is 13% above the U.S. average (an index of 113, where 100 is the U.S. average). Spread across the 33 gas stations on map listings, it comes to $1.8M per station. 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 gas stations?
The Rice Lake area has 16.5 gas stations per 10,000 households, 51% above the U.S. rate of 10.9. Spending per station is $1.8M, 26% below the U.S. figure of $2.4M. At the U.S. ratio of gas stations to household spending, the Rice Lake area would have about 25, against 33 on map listings. There is one business with payroll in the industry for every 665 households, against one for every 1,184 across the U.S. The official count rose 11.1% from 2019 to 2023, against −3.1% for the U.S.
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 45 for gas stations (lower middle), #326 of 536 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 gas stations 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 gas stations · 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.