Market rankings · Wisconsin

Pet businesses in Wisconsin

Every metro area, small-town market and county in Wisconsin, ranked by the Groundwork market score for pet businesses, with competitor counts and household spending for each.

Listings: 2,928; 382 chain locations (13%)
Official establishments: 1,441; +8.5% since 2019
Household spending a year: $2.1B; On pets
Listings per 10k households: 11.8; 13% above the U.S.
Spending per listing: $730K; 17% below the U.S.
Rank among states: #36 of 51; Market score 37 · Lower middle

A site report maps the pet businesses on map listings around any address in Wisconsin by name and distance, and the spending within reach.

Free10 actions over 3 days, no card

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

What this means

Wisconsin has 2,928 pet businesses on map listings as of September 2026. Chain locations make up 13% of them, against 17% across the U.S. That is 11.8 per 10,000 households, 13% above the U.S. rate of 10.4.

Households in Wisconsin spend about $2.1B a year on pets, or $861 per household, 5% below the U.S. average. Spread across 2,928 pet businesses, that is $730K per business, 17% below the U.S. figure of $878K.

Official counts show 1,441 businesses with payroll classed as pet care, veterinarians and pet stores in Wisconsin in 2023, up 8.5% from 2019. That is one for every 1,721 households, against one for every 1,852 across the U.S. Across the U.S., the count rose 11.4% over the same years. Since fiscal 2022, 98 SBA-backed loans worth $63M have gone to businesses classed as pet care, veterinarians and pet stores in Wisconsin.

Among the 50 states and DC, Wisconsin ranks #36 for pet businesses, with a Groundwork market score of 37 (lower middle). Of the 15 scored metro areas in or partly in Wisconsin, the Minneapolis-St. Paul-Bloomington metro area scores highest (67). Of the 14 scored small-town markets in or partly in Wisconsin, the Shawano area scores highest (59).

Every market in Wisconsin for pet businesses

Download the ranking (CSV)

Numbered by Groundwork market score among the markets based in Wisconsin, highest first; the U.S. rank compares each market with every other of its kind. A metro area that crosses a state line is listed in each state it reaches, and numbered only in the state its page is under. How the score works.

Metro areas

Metro areas reaching Wisconsin, ranked for pet businesses by Groundwork market score
Market	Score	Listings	Per 10k households	Spending per listing	Population growth	U.S. rank
Minneapolis-St. Paul-Bloomington, MN-WI	67	1,482	10.0	$1M	+2.6%	#65 of 387
1Sheboygan, WI	66	39	7.8	$1.1M	0.0%	#73 of 387
2Milwaukee-Waukesha, WI	56	622	9.5	$933K	0.0%	#147 of 387
3Appleton, WI	52	115	11.5	$786K	+2.7%	#181 of 387
4Kenosha, WI	51	66	9.6	$930K	−0.4%	#184 of 387
Duluth, MN-WI	51	114	9.5	$863K	+0.2%	#185 of 387
5Eau Claire, WI	50	70	9.7	$854K	+2.6%	#194 of 387
6Racine-Mount Pleasant, WI	49	92	11.4	$752K	+0.4%	#199 of 387
7Madison, WI	46	375	12.4	$764K	+4.1%	#224 of 387
8Wausau, WI	46	65	11.2	$754K	+1.0%	#225 of 387
9Oshkosh-Neenah, WI	44	78	10.7	$771K	+1.4%	#241 of 387
10Green Bay, WI	44	166	12.2	$705K	+2.5%	#246 of 387
11La Crosse-Onalaska, WI-MN	34	86	11.9	$697K	+0.4%	#309 of 387
12Janesville-Beloit, WI	34	81	12.1	$683K	+1.7%	#310 of 387
13Fond du Lac, WI	26	53	12.3	$672K	+0.5%	#354 of 387

Small-town markets

Small-town markets reaching Wisconsin, ranked for pet businesses by Groundwork market score
Market	Score	Listings	Per 10k households	Spending per listing	Population growth	U.S. rank
1Shawano, WI	59	18	9.7	$785K	+1.4%	#152 of 527
2Stevens Point-Plover, WI	52	42	14.2	$589K	+2.2%	#256 of 527
Iron Mountain, MI-WI	49	19	13.5	$557K	+0.4%	#294 of 527
3Sparta, WI	48	21	11.5	$688K	+0.6%	#300 of 527
4Manitowoc, WI	48	46	13.1	$602K	+0.4%	#307 of 527
5Wisconsin Rapids-Marshfield, WI	45	41	12.7	$610K	−0.2%	#332 of 527
6Whitewater-Elkhorn, WI	44	72	16.7	$537K	+0.8%	#347 of 527
7Menomonie, WI	42	26	14.9	$554K	+1.7%	#364 of 527
8Watertown-Fort Atkinson, WI	42	57	16.3	$528K	+0.3%	#366 of 527
9Baraboo, WI	41	43	15.4	$554K	+1.3%	#375 of 527
10Rice Lake, WI	37	29	14.5	$530K	−0.5%	#413 of 527
11Platteville, WI	32	32	16.0	$484K	+0.9%	#445 of 527
12Beaver Dam, WI	31	61	17.0	$479K	−0.3%	#452 of 527
13Marinette, WI-MI	26	47	16.0	$456K	+0.3%	#486 of 527

Counties

Counties in Wisconsin, ranked for pet businesses by Groundwork market score
Market	Score	Listings	Per 10k households	Spending per listing	Population growth	U.S. rank
1Pierce County, WI	70	18	11.3	$824K	+3.1%	#291 of 2,200
2Sheboygan County, WI	69	39	7.8	$1.1M	0.0%	#309 of 2,200
3Calumet County, WI	69	23	10.8	$852K	+2.9%	#323 of 2,200
4Douglas County, WI	67	14	7.3	$1.1M	−0.8%	#378 of 2,200
5Milwaukee County, WI	64	261	6.7	$1.2M	−1.5%	#494 of 2,200
6Eau Claire County, WI	63	38	8.5	$987K	+3.0%	#538 of 2,200
7Lincoln County, WI	62	12	9.4	$837K	−0.1%	#578 of 2,200
8Dane County, WI	60	293	11.6	$827K	+4.9%	#660 of 2,200
9Outagamie County, WI	60	92	11.7	$769K	+2.6%	#667 of 2,200
10Kenosha County, WI	58	66	9.6	$930K	−0.4%	#717 of 2,200
11Taylor County, WI	58	7	8.7	$894K	+0.9%	#719 of 2,200
12Racine County, WI	58	92	11.4	$752K	+0.4%	#732 of 2,200
13Waukesha County, WI	57	231	13.7	$769K	+2.4%	#775 of 2,200
14Brown County, WI	56	129	11.6	$744K	+2.6%	#828 of 2,200
15Door County, WI	56	22	14.7	$574K	+1.6%	#844 of 2,200
16Oconto County, WI	56	27	16.1	$516K	+2.9%	#846 of 2,200
17Winnebago County, WI	55	78	10.7	$771K	+1.4%	#864 of 2,200
18Washington County, WI	55	72	12.6	$762K	+1.8%	#866 of 2,200
19Marathon County, WI	55	65	11.2	$754K	+1.0%	#869 of 2,200
20Trempealeau County, WI	55	14	11.2	$737K	+1.1%	#872 of 2,200
21Chippewa County, WI	52	32	11.8	$695K	+1.9%	#1,001 of 2,200
22Green County, WI	51	22	13.9	$621K	+0.5%	#1,061 of 2,200
23Waushara County, WI	51	15	14.2	$541K	+2.8%	#1,069 of 2,200
24Columbia County, WI	51	44	18.2	$491K	−0.7%	#1,071 of 2,200
25Vilas County, WI	50	14	12.6	$620K	+2.9%	#1,113 of 2,200

Show all 72 counties

Counties in Wisconsin, ranked for pet businesses by Groundwork market score, continued
Market	Score	Listings	Per 10k households	Spending per listing	Population growth	U.S. rank
26Shawano County, WI	49	18	10.4	$727K	+1.7%	#1,141 of 2,200
27Langlade County, WI	49	9	10.1	$704K	+0.4%	#1,145 of 2,200
28Ozaukee County, WI	49	58	15.1	$677K	+3.0%	#1,152 of 2,200
29St. Croix County, WI	49	61	16.3	$633K	+4.7%	#1,159 of 2,200
30Lafayette County, WI	49	9	13.3	$613K	+5.2%	#1,163 of 2,200
31Rock County, WI	48	81	12.1	$683K	+1.7%	#1,198 of 2,200
32La Crosse County, WI	48	63	12.2	$682K	+0.3%	#1,200 of 2,200
33Bayfield County, WI	48	10	13.4	$595K	+3.4%	#1,211 of 2,200
34Portage County, WI	47	42	14.2	$589K	+2.2%	#1,252 of 2,200
35Richland County, WI	46	7	9.7	$789K	−1.4%	#1,265 of 2,200
36Clark County, WI	46	20	15.6	$503K	+1.2%	#1,301 of 2,200
37Kewaunee County, WI	43	10	12.0	$713K	+1.0%	#1,383 of 2,200
38Manitowoc County, WI	43	46	13.1	$602K	+0.4%	#1,398 of 2,200
39Juneau County, WI	42	11	10.0	$740K	−0.5%	#1,425 of 2,200
40Burnett County, WI	42	12	16.7	$456K	+3.9%	#1,455 of 2,200
41Monroe County, WI	41	21	11.5	$688K	+0.6%	#1,467 of 2,200
42Fond du Lac County, WI	41	53	12.3	$672K	+0.5%	#1,469 of 2,200
43Wood County, WI	41	41	12.7	$610K	−0.2%	#1,475 of 2,200
44Adams County, WI	41	12	12.6	$574K	+5.2%	#1,482 of 2,200
45Sawyer County, WI	41	14	15.9	$469K	+4.0%	#1,502 of 2,200
46Walworth County, WI	40	72	16.7	$537K	+0.8%	#1,536 of 2,200
47Polk County, WI	40	39	20.0	$420K	+1.7%	#1,548 of 2,200
48Jefferson County, WI	38	57	16.3	$528K	+0.3%	#1,615 of 2,200
49Washburn County, WI	37	12	15.9	$483K	+2.8%	#1,655 of 2,200
50Dunn County, WI	36	26	14.9	$554K	+1.7%	#1,681 of 2,200
51Rusk County, WI	35	7	11.0	$652K	−0.2%	#1,711 of 2,200
52Iowa County, WI	35	16	15.8	$556K	+1.0%	#1,718 of 2,200
53Sauk County, WI	35	43	15.4	$554K	+1.3%	#1,720 of 2,200
54Barron County, WI	35	29	14.5	$530K	−0.5%	#1,724 of 2,200
55Vernon County, WI	34	18	14.5	$555K	+2.4%	#1,755 of 2,200
56Waupaca County, WI	34	33	14.6	$545K	−0.6%	#1,760 of 2,200
57Green Lake County, WI	33	12	14.5	$547K	+1.5%	#1,786 of 2,200
58Marinette County, WI	33	33	17.3	$428K	+1.6%	#1,804 of 2,200
59Price County, WI	32	9	13.8	$518K	−0.3%	#1,820 of 2,200
60Ashland County, WI	30	15	22.0	$333K	+1.1%	#1,882 of 2,200
61Marquette County, WI	29	12	17.2	$432K	+2.1%	#1,913 of 2,200
62Grant County, WI	28	32	16.0	$484K	+0.9%	#1,932 of 2,200
63Dodge County, WI	28	61	17.0	$479K	−0.3%	#1,933 of 2,200
64Jackson County, WI	28	16	19.3	$392K	−0.5%	#1,945 of 2,200
65Oneida County, WI	24	31	17.7	$448K	+0.7%	#2,036 of 2,200
66Crawford County, WI	22	11	16.4	$451K	−1.1%	#2,076 of 2,200
67Buffalo County, WI	19	12	21.0	$372K	−0.1%	#2,131 of 2,200
Forest County, WI	Not scored	2	5.0	$1.5M	+4.4%
Pepin County, WI	Not scored	3	9.8	$825K	+2.2%
Iron County, WI	Not scored	5	16.1	$445K	−0.3%
Florence County, WI	Not scored	4	18.2	$405K	+4.0%
Menominee County, WI	Not scored	0	0.0	n/a	−1.4%

Markets with fewer than 5 pet businesses on map listings, and counties under 10,000 people, aren’t scored; they’re listed last in each table.

Questions

How many pet businesses are in Wisconsin?

Map listings as of September 2026 show 2,928 pet businesses in Wisconsin. 382 of them (13%) are chain locations. The listings count vets, groomers, boarding and pet stores. Official counts show 1,441 businesses with payroll classed as pet care, veterinarians and pet stores in 2023, up 8.5% from 2019. Another 2,757 one-person businesses have no payroll, by official counts.

How much do households in Wisconsin spend on pets?

About $2.1B a year, or $861 per household. That is 5% below the U.S. average (an index of 95, where 100 is the U.S. average). Spread across the 2,928 pet businesses on map listings, it comes to $730K per business. It is estimated from the incomes of the 2,479,480 households in Wisconsin and national spending patterns by income.

How does Wisconsin compare with the U.S. for pet businesses?

Wisconsin has 11.8 pet businesses per 10,000 households, 13% above the U.S. rate of 10.4. Spending per business is $730K, 17% below the U.S. figure of $878K. At the U.S. ratio of pet businesses to household spending, Wisconsin would have about 2,432, against 2,928 on map listings. There is one business with payroll in the industry for every 1,721 households, against one for every 1,852 across the U.S. The official count rose 8.5% from 2019 to 2023, against +11.4% for the U.S.

Which market in Wisconsin has the highest market score for pet businesses?

Among 15 scored metro areas in or partly in Wisconsin, the Minneapolis-St. Paul-Bloomington metro area scores highest, at 67 (upper middle). Among 14 scored small-town markets in or partly in Wisconsin, the Shawano area scores highest, at 59 (upper middle). Among 67 scored counties in Wisconsin, Pierce County scores highest, at 70 (upper middle). Scores compare each market with others of its kind across the U.S.

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. Wisconsin scores 37 for pet businesses (lower middle), #36 of the 50 states and DC.

How can I see the market around a specific site?

Run a Groundwork site report on an address in Wisconsin. It maps the pet businesses 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.

Veterinarians874 listings
Pet grooming and boarding1,037 listings
Pet stores558 listings

Screening a site or an acquisition in Wisconsin?

A site report maps the competitors on map listings near an address and sizes the households and spending around it.

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