County profile · Iowa
Winnebago County, IA market data
How Winnebago County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 10,251
- −3.8% since 2020
- Households
- 4,641
- Median household income
- $67,642
- +35.6% vs. 2015–2019, before inflation
- Median home value
- $135,000
- Jobs located here
- 3,897
- Highest market score
- 52
- Salons, barbers and spas, #1,033 of 2,385 scored counties
A site report maps the competitors on map listings around any address in Winnebago County by name and distance, and the households and spending within reach. Or open the report at the center of Winnebago County. 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
Winnebago County has an estimated 10,251 people and 4,641 households. Population estimates put the population change in Winnebago County from 2020 to 2025 at −3.8%, against +3.1% for the U.S. Median household income in Winnebago County is $67,642, 16% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 35.6%, before inflation.
Relative to the U.S., household spending in Winnebago County runs highest on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and lowest on child care and other personal services (58).
Of the business types scored in Winnebago County, salons, barbers and spas (52); medical and dental practices (47); and sit-down restaurants (40) have the highest Groundwork market scores. For salons, barbers and spas, that ranks #1,033 of 2,385 scored counties.
Against the U.S., map listings per household run highest for auto repair and car care businesses (75% above the U.S. rate) and lowest for salons, barbers and spas (41% below the U.S. rate).
All 56 business types in Winnebago County
Highest Groundwork market score first. Each score compares Winnebago County with other counties for that business type, from 0 to 100. Spending per listing divides a whole spending line (all vehicle repairs, all eating out) by one type’s listings: the demand for each competitor, not a business’s revenue. Compare it across markets with its index, where 100 is the U.S. figure for the same type; the real estate types, whose line is all housing costs, show the index only. How the score works.
| Business type | Score | Rank among counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Salons, barbers and spas | 52 | #1,033 of 2,385 | 13 | 28.0 | $325K | 153 | Under 3 |
| Doctors, dentists and clinics | 47 | #1,325 of 2,394 | 29 | 62.5 | $208K | 136 | 10 |
| Sit-down restaurants | 40 | #1,609 of 2,405 | 21 | 45.2 | $780K | 117 | 9 |
| Auto repair shops | 39 | #1,710 of 2,378 | 14 | 30.2 | $351K | 79 | 4 |
| Auto repair and car care | 38 | #1,761 of 2,401 | 29 | 62.5 | $170K | 63 | 4 |
| Grocery and convenience stores | 37 | #1,711 of 2,402 | 11 | 23.7 | $2.4M | 71 | 3 |
| Hair salons | 36 | #1,820 of 2,339 | 10 | 21.5 | $423K | 98 | Under 3 |
| Gas stations | 34 | #1,812 of 2,358 | 5 | 10.8 | $2.5M | 106 | 10 |
| Restaurants and cafes | 34 | #1,861 of 2,405 | 45 | 97.0 | $364K | 98 | 20 |
| Pizza | 32 | #1,745 of 2,090 | 8 | 17.2 | $2M | 40 | 6 |
| Home repair trades | 32 | #1,784 of 2,057 | 5 | 10.8 | $2.3M | 96 | 10 |
| Real estate | 25 | #2,172 of 2,229 | 11 | 23.7 | Index only | 128 | Under 3 |
| Dentists and orthodontists | 23 | #1,788 of 1,886 | 7 | 15.1 | $862K | 88 | 6 |
| Real estate agents and brokers | 21 | #2,148 of 2,176 | 10 | 21.5 | Index only | 112 | Under 3 |
| Grocery stores | 20 | #1,881 of 2,070 | 5 | 10.8 | $5.3M | 57 | 3 |
| Coffee shops and cafes | 20 | #1,973 of 2,063 | 6 | 12.9 | $2.7M | 74 | 4 |
| Pet businesses | 19 | #2,120 of 2,200 | 7 | 15.1 | $501K | 57 | Under 3 |
| Lawn, cleaning and pest control | 10 | #1,769 of 1,771 | 7 | 15.1 | $753K | 45 | 9 |
| Insurance agencies | 6 | #2,270 of 2,272 | 12 | 25.9 | $645K | 51 | 9 |
| Landscaping and lawn care | 5 | #1,493 of 1,493 | 6 | 12.9 | $879K | 30 | 9 |
| Chiropractors | Not scored | Not scored | 4 | 8.6 | $1.5M | 63 | 4 |
| Fast food and sandwich shops | Not scored | Not scored | 4 | 8.6 | $4.1M | 134 | 6 |
| Gyms | Not scored | Not scored | 4 | 8.6 | $871K | 67 | Under 3 |
| Gyms, studios and classes | Not scored | Not scored | 4 | 8.6 | $871K | 132 | Under 3 |
| Physical therapy | Not scored | Not scored | 4 | 8.6 | $1.5M | 63 | Under 3 |
| Car washes and detailing | Not scored | Not scored | 3 | 6.5 | $1.6M | 65 | Under 3 |
| Clothing, shoes and laundry | Not scored | Not scored | 3 | 6.5 | $2.8M | 316 | Under 3 |
| Convenience stores | Not scored | Not scored | 3 | 6.5 | $8.9M | 113 | Under 3 |
| Funeral homes | Not scored | Not scored | 3 | 6.5 | $248K | 37 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 3 | 6.5 | $2M | 64 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 3 | 6.5 | $1.2M | 46 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 6.5 | $1.6M | 65 | Under 3 |
| Bakeries and dessert shops | Not scored | Not scored | 2 | 4.3 | $8.2M | Too few | 4 |
| Electricians | Not scored | Not scored | 2 | 4.3 | $5.8M | Too few | 7 |
| HVAC and plumbing | Not scored | Not scored | 2 | 4.3 | $5.8M | Too few | 3 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 4.3 | $3M | Too few | Under 3 |
| Veterinarians | Not scored | Not scored | 2 | 4.3 | $1.8M | Too few | Under 3 |
| Barbershops | Not scored | Not scored | 1 | 2.2 | $4.2M | Too few | Under 3 |
| Child care and preschools | Not scored | Not scored | 1 | 2.2 | $1.6M | Too few | Under 3 |
| Clothing and shoe stores | Not scored | Not scored | 1 | 2.2 | $8.4M | Too few | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 1 | 2.2 | $4.9M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 2.2 | $8.4M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 2.2 | $5.3M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 2.2 | $3.5M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 2.2 | Index only | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 1 | 2.2 | $11.6M | Too few | Under 3 |
| Spas and skin care | Not scored | Not scored | 1 | 2.2 | $4.2M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Laundromats | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Nail salons | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Winnebago County
What households here spend in a year on each line, in total and per household, with the index against the U.S. average (100).
| Spending line | A year, all households | Per household | Index vs. U.S. (100) |
|---|---|---|---|
| Vehicle maintenance and repairs | $4.9M | $1,059 | 111 |
| Gasoline and other fuels | $12.7M | $2,732 | 105 |
| Food away from home | $16.4M | $3,528 | 87 |
| Groceries | $26.6M | $5,736 | 91 |
| Personal care products and services | $4.2M | $911 | 91 |
| Child care and other personal services | $1.6M | $334 | 58 |
| Memberships, classes and admissions | $3.5M | $751 | 76 |
| Medical and dental services | $6M | $1,301 | 101 |
| Pets | $3.5M | $756 | 83 |
| Clothing, shoes and related services | $8.4M | $1,799 | 88 |
| Vehicle insurance | $7.7M | $1,668 | 85 |
| Home repairs, maintenance and insurance | $11.6M | $2,507 | 83 |
| Lawn care, cleaning and other household services | $5.3M | $1,136 | 80 |
| Rent and homeowner costs | $61M | $13,154 | 79 |
Household spending is estimated from the incomes of the households in each neighborhood, using what households at each income spent nationally in 2024, adjusted for the region. It counts what residents spend, wherever they spend it.
Population and households in Winnebago County
- Population, 2025 estimate
- 10,251−3.8% since 2020
- Households
- 4,641
- Median age
- 42.9
- Homes lived in by their owners
- 71%
- Vehicles per household
- 1.9
- Land area
- 401 sq. mi.
- People per square mile
- 26
- Median household income
- $67,642+35.6% vs. 2015–2019, before inflation
- Average household income
- $85,071
- Median home value
- $135,000
- Jobs located here
- 3,897
- Daytime population
- 9,377Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Winnebago County?
These figures cover the whole county. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of Winnebago County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Iowa 8
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- Worth County, IA7,350 people
- Cerro Gordo County, IA42,632 people
- Kossuth County, IA14,516 people
- Wright County, IA12,791 people
- Mitchell County, IA10,575 people
- Franklin County, IA9,956 people
- Floyd County, IA15,328 people
Questions
How fast is Winnebago County, IA growing?
Population estimates put Winnebago County at 10,251 people in 2025, down 3.8% since 2020, against +3.1% for the U.S. It has 4,641 households. Median household income rose 35.6% from the 2015–2019 survey, before inflation.
How much do households in Winnebago County, IA spend?
Households in Winnebago County spend about $61M a year on rent and homeowner costs, $26.6M on groceries and $16.4M on food away from home. Set against the U.S., households in Winnebago County spend the most on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and the least on child care and other personal services (58).
Which business types have the highest market scores in Winnebago County, IA?
The highest Groundwork market scores in Winnebago County are for salons, barbers and spas (52); medical and dental practices (47); and sit-down restaurants (40). Winnebago County ranks #1,033 of 2,385 scored counties for salons, barbers and spas.
How does Winnebago County, IA compare with the U.S.?
The median household income in Winnebago County is $67,642 a year, 16% below the U.S. median of $80,734. The population fell 3.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $135,000, against $332,700 for the U.S. For its number of households, Winnebago County has the most map listings, relative to the U.S., for auto repair and car care businesses (75% above the U.S. rate) and the fewest for salons, barbers and spas (41% below the U.S. rate).
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. 20 of the 56 business types have a score in Winnebago County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Winnebago County. It maps the competitors 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.
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Screening a site or an acquisition in Winnebago County?
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 Winnebago County. 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.