Beauty and personal care · Metro area · Wisconsin
Nail salons in the Oshkosh-Neenah, WI metro area
The nail salons in the Oshkosh-Neenah, WI metro area, the household spending behind them and how the market ranks against other metro areas.
Groundwork market score · out of 100
Score 66 out of 100: Upper middle
Ranked #64 of 387 scored metro areas
#5 of 13 scored metro areas based in Wisconsin
- Listings
- 30
- 12 chain locations (40%)
- Official establishments
- 9
- Businesses with payroll, 2023
- Household spending a year
- $71.1M
- On personal care products and services · $979 a household
- Spending per listing
- $2.4M
- 42% above the U.S.
- Listings per 10k households
- 4.1
- 32% below the U.S.
- Population, 2025
- 174,218
- +1.4% since 2020
See the nail salons around any address in the Oshkosh-Neenah metro area
The site report maps the nail salons 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 Oshkosh-Neenah metro 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
Map listings as of September 2026 show 30 nail salons in the Oshkosh-Neenah metro area. Chain locations make up 40% of them, against 27% across the U.S. That comes to 4.1 for every 10,000 households, 32% below the U.S. rate of 6.0.
At $979 per household (3% below the U.S. average), households in the Oshkosh-Neenah metro area spend about $71.1M a year on personal care products and services. That is about $2.4M of household spending for each salon on map listings, 42% above the U.S. figure of $1.7M. That spending covers all personal care products and services, which nail salons share with other businesses in the trade.
Official counts show 9 businesses with payroll classed as nail salons in the Oshkosh-Neenah metro area in 2023. That is one for every 8,074 households, against one for every 3,754 across the U.S. Official counts list 61 one-person businesses without payroll.
Population estimates show the Oshkosh-Neenah metro area grew 1.4% from 2020 to 2025, slower than the U.S. (+3.1%). The Oshkosh-Neenah metro area scores 66 (upper middle) on the Groundwork market score for nail salons, ranking #64 of 387 scored metro areas and #5 of 13 scored metro areas based in Wisconsin. That puts it in the top quarter of metro areas.
How the Oshkosh-Neenah metro area compares
The same measures for Wisconsin and the whole U.S. Spending per listing divides a year of household spending on all personal care products and services by the nail salons 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 | Oshkosh-Neenah metro area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 4.1 | 4.4 | 6.0 |
| Spending per listing | $2.4M | $2.3M | $1.7M |
| Households per official establishment | 8,074 | 5,332 | 3,754 |
| Official establishment growth, 2019–2023 | n/a | +35.2% | +23.2% |
| Population growth, 2020–2025 | +1.4% | +1.3% | +3.1% |
| Spending per household on personal care products and services | $979 | $1,007 | $1,005 |
| Median household income | $74,925 | $77,485 | $80,734 |
| Groundwork market score | 66 | 54 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 9
- Employees, 2023
- 22
- Annual payroll, 2023
- $1.1M
- One-person businesses, 2023
- 61Businesses with no payroll
- Map listings, September 2026
- 3012 chain locations
- Listings at the U.S. rate for this spending
- 43The 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 nail salons in the Oshkosh-Neenah metro 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 Oshkosh-Neenah metro area
- Population, 2025 estimate
- 174,218+1.4% since 2020
- Households
- 72,667
- Median age
- 40.1
- Homes lived in by their owners
- 66%
- Vehicles per household
- 1.8
- Land area
- 435 sq. mi.
- People per square mile
- 395
- Median household income
- $74,925+28.0% vs. 2015–2019, before inflation
- Average household income
- $94,286
- Median home value
- $225,800
- Jobs located here
- 96,519
- Daytime population
- 182,504Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Oshkosh-Neenah metro area?
These figures cover the whole metro area. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the nail salons on map listings by name and distance.
Or open the report at the center of the Oshkosh-Neenah metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardNail salons across Wisconsin
Every Wisconsin market ranked →The highest-scoring metro areas in Wisconsin for nail salons, numbered among those based in Wisconsin (a market based in another state is listed without a number), with the Oshkosh-Neenah metro area marked.
Top metro areas in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| Duluth, MN-WI | 72 | 22 | 1.8 | $5.3M | +0.2% | #26 of 387 |
| 1Eau Claire, WI | 70 | 22 | 3.1 | $3.2M | +2.6% | #37 of 387 |
| 2Madison, WI | 70 | 157 | 5.2 | $2.1M | +4.1% | #38 of 387 |
| 3Green Bay, WI | 69 | 48 | 3.5 | $2.9M | +2.5% | #42 of 387 |
| 4Racine-Mount Pleasant, WI | 67 | 27 | 3.4 | $3M | +0.4% | #56 of 387 |
| 5Oshkosh-Neenah, WI | 66 | 30 | 4.1 | $2.4M | +1.4% | #64 of 387 |
| 6La Crosse-Onalaska, WI-MN | 66 | 30 | 4.2 | $2.4M | +0.4% | #66 of 387 |
| 7Fond du Lac, WI | 65 | 14 | 3.2 | $3M | +0.5% | #67 of 387 |
| Minneapolis-St. Paul-Bloomington, MN-WI | 62 | 672 | 4.5 | $2.5M | +2.6% | #81 of 387 |
| 8Sheboygan, WI | 61 | 17 | 3.4 | $2.9M | 0.0% | #88 of 387 |
Other business types in the Oshkosh-Neenah metro 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
- Salons, barbers and spas59
- Hair salons44
- Barbershops68
- Nail salons66
- Spas and skin care71
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many nail salons are in the Oshkosh-Neenah, WI metro area?
There are 30 nail salons on map listings in the Oshkosh-Neenah metro area as of September 2026. 12 of them (40%) are chain locations. The listings count nail salons. Official counts show 9 businesses with payroll classed as nail salons in 2023. Official counts also show 61 one-person businesses without payroll.
How much do households in the Oshkosh-Neenah, WI metro area spend on personal care products and services?
About $71.1M a year, or $979 per household. That is 3% below the U.S. average (an index of 97, where 100 is the U.S. average). Spread across the 30 nail salons on map listings, it comes to $2.4M per salon. The spending figure covers all personal care products and services, not only nail salons. It is estimated from the incomes of the 72,667 households in the Oshkosh-Neenah metro area and national spending patterns by income.
How does the Oshkosh-Neenah, WI metro area compare with the U.S. for nail salons?
The Oshkosh-Neenah metro area has 4.1 nail salons per 10,000 households, 32% below the U.S. rate of 6.0. Spending per salon is $2.4M, 42% above the U.S. figure of $1.7M. At the national ratio of nail salons to household spending, the Oshkosh-Neenah metro area would have about 43, against 30 on map listings. There is one business with payroll in the industry for every 8,074 households, against one for every 3,754 across the U.S.
How fast is the Oshkosh-Neenah, WI metro area growing?
Population estimates put the Oshkosh-Neenah metro area at 174,218 people in 2025, up 1.4% since 2020, slower than the U.S. (+3.1%). It has 72,667 households. The median household income in the Oshkosh-Neenah metro area is $74,925 a year, 7% below the U.S. median of $80,734. That rose 28.0% 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. 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 Oshkosh-Neenah metro area scores 66 for nail salons (upper middle), #64 of 387 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Oshkosh-Neenah metro area. It maps the nail salons 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 nail salons · All 56 business types in the Oshkosh-Neenah metro area
Screening a site or an acquisition in the Oshkosh-Neenah metro 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 Oshkosh-Neenah metro 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.