Groundwork

Groceries and convenience · Small-town market · Wisconsin

Grocery and convenience stores in the Manitowoc, WI area

Competitor counts, household spending and official business counts for grocery and convenience stores in the Manitowoc, WI area, set against other small-town markets and the U.S.

Groundwork market score · out of 100

Score 73 out of 100: Upper middle

Ranked #51 of 538 scored small-town markets
#4 of 13 scored small-town markets based in Wisconsin

Listings
68
19 chain locations (28%)
Official establishments
11
Businesses with payroll, 2023
Household spending a year
$206.3M
On groceries · $5,863 a household
Spending per listing
$3M
10% below the U.S.
Listings per 10k households
19.3
3% above the U.S.
Population, 2025
81,710
+0.4% since 2020

See the grocery and convenience stores around any address in the Manitowoc area

The site report maps the grocery and 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 Manitowoc area. Signed out, you see a blurred preview; on an account, each report is one action.

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Survey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure

What this means

The Manitowoc area scores 73 (upper middle) on the Groundwork market score for grocery and convenience stores, ranking #51 of 538 scored small-town markets and #4 of 13 scored small-town markets based in Wisconsin. That puts it in the top 10% of small-town markets for grocery and convenience stores.

At $5,863 per household (7% below the U.S. average), households in the Manitowoc area spend about $206.3M a year on groceries. Spread across 68 grocery and convenience stores, that is $3M per store, 10% below the U.S. figure of $3.4M.

There are 68 grocery and convenience stores on map listings in the Manitowoc area as of September 2026. 19 of them (28%) are chain locations, against 42% across the U.S. Per 10,000 households, that is 19.3, 3% above the U.S. rate of 18.7.

In 2023, official counts showed 11 businesses with payroll in the Manitowoc area classed as grocery and convenience stores. That is one for every 3,199 households, against one for every 1,293 across the U.S. Since fiscal 2022, 2 SBA-backed loans worth $4.8M have gone to businesses classed as grocery and convenience stores in the Manitowoc area. Population estimates show the Manitowoc area grew 0.4% from 2020 to 2025, slower than the U.S. (+3.1%).

How the Manitowoc 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 grocery and 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.

Grocery and convenience stores in Manitowoc, WI area compared with Wisconsin and the U.S.
MeasureManitowoc areaWisconsinU.S.
Listings per 10k households19.320.018.7
Spending per listing$3M$3M$3.4M
Households per official establishment3,1992,1811,293
Official establishment growth, 2019–2023n/a+4.0%+7.2%
Population growth, 2020–2025+0.4%+1.3%+3.1%
Spending per household on groceries$5,863$6,105$6,319
Median household income$69,148$77,485$80,734
Groundwork market score7352

Official counts and lending

Businesses

Official establishments, 2019 to 2023
11
Employees, 2023
652
Annual payroll, 2023
$15.1M
One-person businesses, 2023
8Businesses with no payroll
Map listings, September 2026
6819 chain locations
Listings at the U.S. rate for this spending
61The U.S. ratio of listings to household spending, applied here

SBA-backed loans since fiscal 2022

Loans
2
Amount
$4.8M

SBA-backed loans to businesses classed as grocery and convenience stores in the Manitowoc 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 Manitowoc area

Population, 2025 estimate
81,710+0.4% since 2020
Households
35,188
Median age
45.5
Homes lived in by their owners
77%
Vehicles per household
1.9
Land area
589 sq. mi.
People per square mile
138
Median household income
$69,148+22.1% vs. 2015–2019, before inflation
Average household income
$87,528
Median home value
$186,900
Jobs located here
33,176
Daytime population
74,436Residents who don’t work, plus everyone whose job is here

Looking at a specific site in the Manitowoc 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 grocery and convenience stores on map listings by name and distance.

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Grocery and convenience stores across Wisconsin

Every Wisconsin market ranked →

The highest-scoring small-town markets in Wisconsin for grocery and convenience stores, numbered among those based in Wisconsin (a market based in another state is listed without a number), with the Manitowoc area marked.

Top small-town markets in Wisconsin

Small-town markets in Wisconsin ranked for grocery and convenience stores by Groundwork market score
MarketScoreListingsPer 10k householdsSpending per listingPopulation growthU.S. rank
1Watertown-Fort Atkinson, WI786618.9$3.3M+0.3%#26 of 538
2Stevens Point-Plover, WI756722.6$2.7M+2.2%#43 of 538
3Whitewater-Elkhorn, WI748920.7$3M+0.8%#47 of 538
4Manitowoc, WI736819.3$3M+0.4%#51 of 538
5Menomonie, WI694425.2$2.4M+1.7%#94 of 538
6Beaver Dam, WI677922.0$2.7M−0.3%#110 of 538
7Wisconsin Rapids-Marshfield, WI607523.3$2.5M−0.2%#179 of 538
8Baraboo, WI547928.2$2.2M+1.3%#252 of 538
Iron Mountain, MI-WI493625.5$2.2M+0.4%#296 of 538
9Shawano, WI484926.3$2.2M+1.4%#307 of 538

Other business types in the Manitowoc area

Each with its Groundwork market score here, out of 100, where it has one.

Groceries and convenience

Funeral services

Questions

How many grocery and convenience stores are in the Manitowoc, WI area?

As of September 2026, map listings count 68 grocery and convenience stores in the Manitowoc area. 19 of them (28%) are chain locations. The listings count grocery, convenience and specialty food stores. Official counts show 11 businesses with payroll classed as grocery and convenience stores in 2023. Official counts list 8 one-person businesses without payroll.

How much do households in the Manitowoc, WI area spend on groceries?

About $206.3M a year, or $5,863 per household. That is 7% below the U.S. average (an index of 93, where 100 is the U.S. average). Spread across the 68 grocery and convenience stores on map listings, it comes to $3M per store. It is estimated from the incomes of the 35,188 households in the Manitowoc area and national spending patterns by income.

How does the Manitowoc, WI area compare with the U.S. for grocery and convenience stores?

The Manitowoc area has 19.3 grocery and convenience stores per 10,000 households, 3% above the U.S. rate of 18.7. Spending per store is $3M, 10% below the U.S. figure of $3.4M. At the U.S. ratio of grocery and convenience stores to household spending, the Manitowoc area would have about 61, against 68 on map listings. There is one business with payroll in the industry for every 3,199 households, against one for every 1,293 across the U.S.

How fast is the Manitowoc, WI area growing?

Population estimates put the Manitowoc area at 81,710 people in 2025, up 0.4% since 2020, slower than the U.S. (+3.1%). It has 35,188 households. The median household income in the Manitowoc area is $69,148 a year, 14% below the U.S. median of $80,734. That rose 22.1% from the 2015–2019 survey, 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 Manitowoc area scores 73 for grocery and convenience stores (upper middle), #51 of 538 scored small-town markets.

How can I see the market around a specific site?

Run a Groundwork site report on an address in the Manitowoc area. It maps the grocery and 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 grocery and convenience stores · All 56 business types in the Manitowoc area

Screening a site or an acquisition in the Manitowoc 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 Manitowoc area. Signed out, you see a blurred preview; on an account, each report is one action.

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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.