Pets · Small-town market · Wisconsin
Pet businesses in the Manitowoc, WI area
Competitor counts, household spending and official business counts for pet businesses in the Manitowoc, WI area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 48 out of 100: Lower middle
Ranked #307 of 527 scored small-town markets
#4 of 13 scored small-town markets based in Wisconsin
- Listings
- 46
- 3 chain locations (7%)
- Official establishments
- 17
- Businesses with payroll, 2023
- Household spending a year
- $27.7M
- On pets · $787 a household
- Spending per listing
- $602K
- 31% below the U.S.
- Listings per 10k households
- 13.1
- 26% above the U.S.
- Population, 2025
- 81,710
- +0.4% since 2020
See the pet businesses around any address in the Manitowoc area
The site report maps the pet businesses 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.
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 46 pet businesses in the Manitowoc area. 3 of them (7%) are chain locations, against 17% across the U.S. Per 10,000 households, that is 13.1, 26% above the U.S. rate of 10.4.
Households in the Manitowoc area spend about $27.7M a year on pets, or $787 per household, 13% below the U.S. average. Spread across 46 pet businesses, that is $602K per business, 31% below the U.S. figure of $878K.
Official counts show 17 businesses with payroll classed as pet care, veterinarians and pet stores in the Manitowoc area in 2023. That is one for every 2,070 households, against one for every 1,852 across the U.S. Official counts list 39 one-person businesses without payroll. Since fiscal 2022, 2 SBA-backed loans worth $1M have gone to businesses classed as pet care, veterinarians and pet 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%). For pet businesses, the Manitowoc area has a Groundwork market score of 48 (lower middle): #307 of 527 scored small-town markets and #4 of 13 scored small-town markets based in Wisconsin.
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 pets by the pet businesses 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 | Manitowoc area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 13.1 | 11.8 | 10.4 |
| Spending per listing | $602K | $730K | $878K |
| Households per official establishment | 2,070 | 1,721 | 1,852 |
| Official establishment growth, 2019–2023 | n/a | +8.5% | +11.4% |
| Population growth, 2020–2025 | +0.4% | +1.3% | +3.1% |
| Spending per household on pets | $787 | $861 | $909 |
| Median household income | $69,148 | $77,485 | $80,734 |
| Groundwork market score | 48 | 37 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 17
- Employees, 2023
- 173
- Annual payroll, 2023
- $5.7M
- One-person businesses, 2023
- 39Businesses with no payroll
- Map listings, September 2026
- 463 chain locations
- Listings at the U.S. rate for this spending
- 32The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 2
- Amount
- $1M
SBA-backed loans to businesses classed as pet care, veterinarians and pet 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 pet businesses on map listings by name and distance.
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.
Free10 actions over 3 days, no cardPet businesses across Wisconsin
Every Wisconsin market ranked →The highest-scoring small-town markets in Wisconsin for pet businesses, 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
| 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 |
Other business types in the Manitowoc 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
Fitness and classes
Health care
Pets
- Pet businesses48
- Veterinarians70
- Pet grooming and boarding55
- Pet stores63
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many pet businesses are in the Manitowoc, WI area?
There are 46 pet businesses on map listings in the Manitowoc area as of September 2026. 3 of them (7%) are chain locations. The listings count vets, groomers, boarding and pet stores. Official counts show 17 businesses with payroll classed as pet care, veterinarians and pet stores in 2023. Official counts also show 39 one-person businesses without payroll.
How much do households in the Manitowoc, WI area spend on pets?
About $27.7M a year, or $787 per household. That is 13% below the U.S. average (an index of 87, where 100 is the U.S. average). Spread across the 46 pet businesses on map listings, it comes to $602K per business. 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 pet businesses?
The Manitowoc area has 13.1 pet businesses per 10,000 households, 26% above the U.S. rate of 10.4. Spending per business is $602K, 31% below the U.S. figure of $878K. At the national ratio of pet businesses to household spending, the Manitowoc area would have about 32, against 46 on map listings. There is one business with payroll in the industry for every 2,070 households, against one for every 1,852 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 48 for pet businesses (lower middle), #307 of 527 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 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.
How the score works · Top markets for pet businesses · 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.
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.