Beauty and personal care · Small-town market · Wisconsin
Salons, barbers and spas in the Manitowoc, WI area
Competitor counts, household spending and official business counts for salons, barbers and spas in the Manitowoc, WI area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 62 out of 100: Upper middle
Ranked #118 of 538 scored small-town markets
#5 of 13 scored small-town markets based in Wisconsin
- Listings
- 113
- 20 chain locations (18%)
- Official establishments
- 25
- −21.9% since 2019
- Household spending a year
- $33.1M
- On personal care products and services · $940 a household
- Spending per listing
- $293K
- 38% above the U.S.
- Listings per 10k households
- 32.1
- 32% below the U.S.
- Population, 2025
- 81,710
- +0.4% since 2020
See the salons, barbers and spas around any address in the Manitowoc area
The site report maps the salons, barbers and spas 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
Households in the Manitowoc area spend about $33.1M a year on personal care products and services, or $940 per household, 6% below the U.S. average. That works out to $293K per business, 38% above the U.S. figure of $213K.
The Manitowoc area has 113 salons, barbers and spas on map listings as of September 2026. Of those, 20 are chain locations, or 18%, against 15% across the U.S. That comes to 32.1 for every 10,000 households, 32% below the U.S. rate of 47.2.
In 2023, official counts showed 25 businesses with payroll in the Manitowoc area classed as personal care services, down 21.9% from 2019. That is one for every 1,408 households, against one for every 804 across the U.S. Another 193 one-person businesses have no payroll, by official counts. Since fiscal 2022, 1 SBA-backed loan worth $786K has gone to businesses classed as personal care services in the Manitowoc area.
Population estimates put the population change in the Manitowoc area from 2020 to 2025 at +0.4%, slower than the U.S. (+3.1%). For salons, barbers and spas, the Manitowoc area has a Groundwork market score of 62 (upper middle): #118 of 538 scored small-town markets and #5 of 13 scored small-town markets based in Wisconsin. That puts it in the top quarter of small-town markets.
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 personal care products and services by the salons, barbers and spas 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 | 32.1 | 43.7 | 47.2 |
| Spending per listing | $293K | $230K | $213K |
| Households per official establishment | 1,408 | 924 | 804 |
| Official establishment growth, 2019–2023 | −21.9% | +3.0% | +14.1% |
| Population growth, 2020–2025 | +0.4% | +1.3% | +3.1% |
| Spending per household on personal care products and services | $940 | $1,007 | $1,005 |
| Median household income | $69,148 | $77,485 | $80,734 |
| Groundwork market score | 62 | 45 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 25−21.9% over the period
- Employees, 2023
- 129
- Annual payroll, 2023
- $3M
- One-person businesses, 2023
- 193Businesses with no payroll
- Map listings, September 2026
- 11320 chain locations
- Listings at the U.S. rate for this spending
- 155The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 1
- Amount
- $786K
SBA-backed loans to businesses classed as personal care services 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 salons, barbers and spas 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 cardSalons, barbers and spas across Wisconsin
Every Wisconsin market ranked →The highest-scoring small-town markets in Wisconsin for salons, barbers and spas, 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 |
|---|---|---|---|---|---|---|
| 1Menomonie, WI | 74 | 44 | 25.2 | $386K | +1.7% | #29 of 538 |
| 2Marinette, WI-MI | 70 | 83 | 28.2 | $312K | +0.3% | #50 of 538 |
| 3Shawano, WI | 67 | 45 | 24.1 | $379K | +1.4% | #70 of 538 |
| 4Beaver Dam, WI | 67 | 103 | 28.7 | $338K | −0.3% | #71 of 538 |
| 5Manitowoc, WI | 62 | 113 | 32.1 | $293K | +0.4% | #118 of 538 |
| Iron Mountain, MI-WI | 56 | 42 | 29.8 | $302K | +0.4% | #195 of 538 |
| 6Whitewater-Elkhorn, WI | 56 | 166 | 38.5 | $271K | +0.8% | #198 of 538 |
| 7Stevens Point-Plover, WI | 52 | 127 | 42.8 | $230K | +2.2% | #248 of 538 |
| 8Sparta, WI | 51 | 73 | 39.9 | $236K | +0.6% | #258 of 538 |
| 9Watertown-Fort Atkinson, WI | 50 | 148 | 42.4 | $239K | +0.3% | #272 of 538 |
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
- Salons, barbers and spas62
- Hair salons50
- Barbershops72
- Nail salons78
- Spas and skin care72
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many salons, barbers and spas are in the Manitowoc, WI area?
Map listings as of September 2026 show 113 salons, barbers and spas in the Manitowoc area. 20 of them (18%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 25 businesses with payroll classed as personal care services in 2023, down 21.9% from 2019. Official counts list 193 one-person businesses without payroll.
How much do households in the Manitowoc, WI area spend on personal care products and services?
About $33.1M a year, or $940 per household. That is 6% below the U.S. average (an index of 94, where 100 is the U.S. average). Spread across the 113 salons, barbers and spas on map listings, it comes to $293K 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 salons, barbers and spas?
The Manitowoc area has 32.1 salons, barbers and spas per 10,000 households, 32% below the U.S. rate of 47.2. Spending per business is $293K, 38% above the U.S. figure of $213K. At the U.S. ratio of salons, barbers and spas to household spending, the Manitowoc area would have about 155, against 113 on map listings. There is one business with payroll in the industry for every 1,408 households, against one for every 804 across the U.S. The official count fell 21.9% from 2019 to 2023, against +14.1% for 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 62 for salons, barbers and spas (upper middle), #118 of 538 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 salons, barbers and spas 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 salons, barbers and spas · 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.