Small-town market profile · Minnesota
Winona, MN area market data
Population, household spending and competition for 56 business types in the Winona area, each scored against other small-town markets.
- Population, 2025
- 50,523
- +1.8% since 2020
- Households
- 20,253
- Median household income
- $70,744
- +19.2% vs. 2015–2019, before inflation
- Median home value
- $235,400
- Jobs located here
- 25,458
- Highest market score
- 86
- Doctors, dentists and clinics, #7 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Winona area by name and distance, and the households and spending within reach. Or open the report at the center of the Winona 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
An estimated 50,523 people live in the Winona area, in 20,253 households. Between 2020 and 2025, the population of the Winona area grew 1.8%, slower than the U.S. (+3.1%). The median household income in the Winona area is $70,744 a year, 12% below the U.S. median of $80,734. That rose 19.2% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Winona area spend the most on vehicle maintenance and repairs (an index of 114, where 100 is the U.S. average) and the least on child care and other personal services (66).
The highest Groundwork market scores in the Winona area are for medical and dental practices (86), grocery stores (82) and grocery and convenience stores (80). The Winona area ranks #7 of 538 scored small-town markets for medical and dental practices.
The Winona area is made up of one county, Winona County. For its number of households, the Winona area has the most map listings, relative to the U.S., for landscaping and lawn care companies (33% above the U.S. rate) and the fewest for medical and dental practices (48% below the U.S. rate).
All 56 business types in the Winona area
Highest Groundwork market score first. Each score compares the Winona area with other small-town markets 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 small-town markets | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Doctors, dentists and clinics | 86 | #7 of 538 | 89 | 43.9 | $312K | 205 | 33 |
| Grocery stores | 82 | #21 of 506 | 8 | 4.0 | $14.9M | 161 | 6 |
| Grocery and convenience stores | 80 | #20 of 538 | 37 | 18.3 | $3.2M | 95 | 6 |
| Bakeries and dessert shops | 79 | #15 of 507 | 9 | 4.4 | $8.4M | 203 | 8 |
| Clothing, shoes and laundry | 78 | #41 of 536 | 30 | 14.8 | $1.3M | 146 | 5 |
| Clothing and shoe stores | 77 | #44 of 536 | 22 | 10.9 | $1.8M | 138 | 5 |
| Child care and preschools | 75 | #46 of 454 | 7 | 3.5 | $1.1M | 111 | 6 |
| Gas stations | 74 | #55 of 536 | 13 | 6.4 | $4.3M | 182 | 21 |
| Sit-down restaurants | 71 | #65 of 538 | 84 | 41.5 | $902K | 136 | 37 |
| Convenience stores | 71 | #83 of 529 | 17 | 8.4 | $7M | 89 | Under 3 |
| Restaurants and cafes | 70 | #81 of 538 | 192 | 94.8 | $395K | 106 | 78 |
| Nail salons | 69 | #74 of 387 | 8 | 4.0 | $2.4M | 145 | 3 |
| Auto repair and car care | 69 | #88 of 538 | 77 | 38.0 | $287K | 107 | 30 |
| Pet grooming and boarding | 68 | #58 of 387 | 7 | 3.5 | $2.3M | 92 | 4 |
| Coffee shops and cafes | 65 | #105 of 529 | 20 | 9.9 | $3.8M | 102 | 8 |
| Fast food and sandwich shops | 65 | #136 of 537 | 29 | 14.3 | $2.6M | 86 | 33 |
| Hair salons | 64 | #107 of 538 | 39 | 19.3 | $496K | 115 | 10 |
| Pizza | 63 | #133 of 520 | 19 | 9.4 | $4M | 78 | 33 |
| Car washes and detailing | 62 | #128 of 441 | 9 | 4.4 | $2.5M | 97 | 4 |
| Martial arts and dance studios | 60 | #118 of 378 | 9 | 4.4 | $1.9M | 93 | Under 3 |
| Veterinarians | 60 | #125 of 398 | 7 | 3.5 | $2.3M | 86 | 7 |
| Spas and skin care | 60 | #146 of 504 | 19 | 9.4 | $1M | 116 | 3 |
| Pet businesses | 60 | #148 of 527 | 22 | 10.9 | $747K | 85 | 11 |
| Salons, barbers and spas | 60 | #150 of 538 | 73 | 36.0 | $265K | 125 | 16 |
| Chiropractors | 59 | #147 of 426 | 12 | 5.9 | $2.3M | 97 | 7 |
| Auto repair shops | 59 | #176 of 538 | 48 | 23.7 | $460K | 103 | 26 |
| Dentists and orthodontists | 58 | #196 of 526 | 22 | 10.9 | $1.3M | 128 | 15 |
| Real estate | 56 | #184 of 536 | 46 | 22.7 | Index only | 138 | 11 |
| Electricians | 54 | #124 of 295 | 5 | 2.5 | $10.6M | 88 | 21 |
| Lawn, cleaning and pest control | 54 | #200 of 481 | 17 | 8.4 | $1.4M | 84 | 17 |
| Real estate agents and brokers | 53 | #226 of 533 | 37 | 18.3 | Index only | 137 | 8 |
| Home repair trades | 52 | #243 of 526 | 23 | 11.4 | $2.3M | 95 | 38 |
| Funeral homes | 51 | #174 of 365 | 8 | 4.0 | $377K | 56 | 5 |
| HVAC and plumbing | 51 | #227 of 476 | 14 | 6.9 | $3.8M | 80 | 17 |
| Collision repair and body shops | 50 | #185 of 387 | 8 | 4.0 | $2.8M | 90 | 10 |
| Landscaping and lawn care | 50 | #188 of 399 | 13 | 6.4 | $1.9M | 63 | 11 |
| Gyms, studios and classes | 50 | #288 of 535 | 29 | 14.3 | $581K | 88 | 9 |
| Gyms | 47 | #285 of 506 | 16 | 7.9 | $1.1M | 81 | 9 |
| Property management | 38 | #135 of 180 | 7 | 3.5 | Index only | 71 | Under 3 |
| Insurance agencies | 37 | #385 of 537 | 32 | 15.8 | $1.1M | 85 | 21 |
| Barbershops | Not scored | Not scored | 4 | 2.0 | $4.8M | 256 | Under 3 |
| House cleaning | Not scored | Not scored | 4 | 2.0 | $6M | 94 | 6 |
| Laundromats | Not scored | Not scored | 4 | 2.0 | $9.6M | 77 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 4 | 2.0 | $6.9M | 222 | Under 3 |
| Physical therapy | Not scored | Not scored | 4 | 2.0 | $6.9M | 289 | 5 |
| Primary care and pediatrics | Not scored | Not scored | 4 | 2.0 | $6.9M | 390 | 6 |
| Roofing and gutters | Not scored | Not scored | 4 | 2.0 | $13.3M | 157 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 4 | 2.0 | $4.2M | 104 | 9 |
| Pet stores | Not scored | Not scored | 3 | 1.5 | $5.5M | 121 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 1.5 | $7.4M | 294 | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 1.0 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.5 | $22.1M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.5 | $27.8M | Too few | Under 3 |
| Dry cleaners | 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 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Winona area
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 | $22.1M | $1,090 | 114 |
| Gasoline and other fuels | $56.3M | $2,782 | 107 |
| Food away from home | $75.7M | $3,740 | 92 |
| Groceries | $119.4M | $5,896 | 93 |
| Personal care products and services | $19.3M | $955 | 95 |
| Child care and other personal services | $7.8M | $383 | 66 |
| Memberships, classes and admissions | $16.8M | $832 | 85 |
| Medical and dental services | $27.8M | $1,372 | 107 |
| Pets | $16.4M | $811 | 89 |
| Clothing, shoes and related services | $38.6M | $1,904 | 93 |
| Vehicle insurance | $34.1M | $1,685 | 86 |
| Home repairs, maintenance and insurance | $53M | $2,618 | 87 |
| Lawn care, cleaning and other household services | $24.1M | $1,190 | 84 |
| Rent and homeowner costs | $275.9M | $13,621 | 82 |
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 the Winona area
- Population, 2025 estimate
- 50,523+1.8% since 2020
- Households
- 20,253
- Median age
- 37.8
- Homes lived in by their owners
- 69%
- Vehicles per household
- 1.9
- Land area
- 626 sq. mi.
- People per square mile
- 79
- Median household income
- $70,744+19.2% vs. 2015–2019, before inflation
- Average household income
- $92,678
- Median home value
- $235,400
- Jobs located here
- 25,458
- Daytime population
- 50,349Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Winona 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 competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of the Winona area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Counties in the Winona area 1
- Winona County, MN49,779 people
Other markets based in Minnesota 12
- Minneapolis-St. Paul-Bloomington, MN-WI metro area3,713,668 people
- Duluth, MN-WI metro area280,870 people
- Rochester, MN metro area228,522 people
- St. Cloud, MN metro area202,458 people
- Mankato, MN metro area104,282 people
- Brainerd, MN area98,678 people
- Faribault-Northfield, MN area67,917 people
- Fergus Falls, MN area60,475 people
- Red Wing, MN area47,943 people
- Bemidji, MN area46,512 people
- Grand Rapids, MN area45,275 people
- Willmar, MN area44,079 people
Questions
How fast is the Winona, MN area growing?
Population estimates put the Winona area at 50,523 people in 2025, up 1.8% since 2020, slower than the U.S. (+3.1%). It has 20,253 households. Against the 2015–2019 survey, median household income rose 19.2%, before inflation.
How much do households in the Winona, MN area spend?
Households in the Winona area spend about $275.9M a year on rent and homeowner costs, $119.4M on groceries and $75.7M on food away from home. Relative to the U.S., household spending in the Winona area runs highest on vehicle maintenance and repairs (an index of 114, where 100 is the U.S. average) and lowest on child care and other personal services (66).
Which business types have the highest market scores in the Winona, MN area?
Of the business types scored in the Winona area, medical and dental practices (86), grocery stores (82) and grocery and convenience stores (80) have the highest Groundwork market scores. For medical and dental practices, that ranks #7 of 538 scored small-town markets.
How does the Winona, MN area compare with the U.S.?
Median household income in the Winona area is $70,744, 12% below the U.S. median of $80,734. The population rose 1.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $235,400, against $332,700 for the U.S. Against the U.S., map listings per household run highest for landscaping and lawn care companies (33% above the U.S. rate) and lowest for medical and dental practices (48% 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. 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. 40 of the 56 business types have a score in the Winona area, each ranked against other small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Winona area. 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.
All markets in Minnesota · Every U.S. market · How we measure
Screening a site or an acquisition in the Winona 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 Winona 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.