Beauty and personal care · County · Wisconsin
Salons, barbers and spas in Portage County, WI
How Portage County, WI compares with other counties and the U.S. for salons, barbers and spas: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 48 out of 100: Lower middle
Ranked #1,282 of 2,385 scored counties
#48 of 67 scored counties in Wisconsin
- Listings
- 127
- 24 chain locations (19%)
- Official establishments
- 30
- −3.2% since 2019
- Household spending a year
- $29.2M
- On personal care products and services · $985 a household
- Spending per listing
- $230K
- 8% above the U.S.
- Listings per 10k households
- 42.8
- 9% below the U.S.
- Population, 2025
- 71,943
- +2.2% since 2020
See the salons, barbers and spas around any address in Portage County
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 Portage County. 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
As of September 2026, map listings count 127 salons, barbers and spas in Portage County. 24 of them (19%) are chain locations, against 15% across the U.S. That is 42.8 per 10,000 households, 9% below the U.S. rate of 47.2.
Household spending on personal care products and services in Portage County comes to about $29.2M a year: $985 per household, 2% below the U.S. average. Spread across 127 salons, barbers and spas, that is $230K per business, 8% above the U.S. figure of $213K.
The official count of businesses with payroll classed as personal care services in Portage County was 30 in 2023, down 3.2% from 2019. That is one for every 989 households, against one for every 804 across the U.S. Another 190 one-person businesses have no payroll, by official counts.
Population estimates put the population change in Portage County from 2020 to 2025 at +2.2%, slower than the U.S. (+3.1%). The Groundwork market score for salons, barbers and spas in Portage County is 48 (lower middle), #1,282 of 2,385 scored counties and #48 of 67 scored counties in Wisconsin.
How Portage County 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 | Portage County | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 42.8 | 43.7 | 47.2 |
| Spending per listing | $230K | $230K | $213K |
| Households per official establishment | 989 | 924 | 804 |
| Official establishment growth, 2019–2023 | −3.2% | +3.0% | +14.1% |
| Population growth, 2020–2025 | +2.2% | +1.3% | +3.1% |
| Spending per household on personal care products and services | $985 | $1,007 | $1,005 |
| Median household income | $76,070 | $77,485 | $80,734 |
| Groundwork market score | 48 | 45 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 31 → 30−3.2% over the period
- Employees, 2023
- 160
- Annual payroll, 2023
- $4.1M
- One-person businesses, 2023
- 190Businesses with no payroll
- Map listings, September 2026
- 12724 chain locations
- Listings at the U.S. rate for this spending
- 137The 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 personal care services in Portage County, 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 Portage County
- Population, 2025 estimate
- 71,943+2.2% since 2020
- Households
- 29,679
- Median age
- 40.0
- Homes lived in by their owners
- 70%
- Vehicles per household
- 2.0
- Land area
- 801 sq. mi.
- People per square mile
- 88
- Median household income
- $76,070+29.3% vs. 2015–2019, before inflation
- Average household income
- $94,142
- Median home value
- $243,100
- Jobs located here
- 33,759
- Daytime population
- 69,944Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Portage County?
These figures cover the whole county. 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 Portage County. 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 counties in Wisconsin for salons, barbers and spas, numbered among those based in Wisconsin, with Portage County marked.
Top counties in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Oconto County, WI | 86 | 24 | 14.3 | $686K | +2.9% | #25 of 2,385 |
| 2Adams County, WI | 79 | 12 | 12.6 | $693K | +5.2% | #74 of 2,385 |
| 3Bayfield County, WI | 79 | 16 | 21.5 | $440K | +3.4% | #84 of 2,385 |
| 4Washburn County, WI | 77 | 16 | 21.1 | $434K | +2.8% | #117 of 2,385 |
| 5Sawyer County, WI | 77 | 21 | 23.8 | $374K | +4.0% | #124 of 2,385 |
| 6Calumet County, WI | 76 | 49 | 22.9 | $464K | +2.9% | #130 of 2,385 |
| 7Kewaunee County, WI | 76 | 19 | 22.7 | $442K | +1.0% | #133 of 2,385 |
| 8Burnett County, WI | 76 | 15 | 20.9 | $435K | +3.9% | #134 of 2,385 |
| 9Vernon County, WI | 76 | 33 | 26.6 | $359K | +2.4% | #146 of 2,385 |
| 10Trempealeau County, WI | 75 | 36 | 28.7 | $340K | +1.1% | #172 of 2,385 |
| 48Portage County, WI | 48 | 127 | 42.8 | $230K | +2.2% | #1,282 of 2,385 |
Other business types in Portage County
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 spas48
- Hair salons48
- Barbershops60
- Nail salons56
- Spas and skin care53
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 Portage County, WI?
Portage County has 127 salons, barbers and spas on map listings as of September 2026. 24 of them (19%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 30 businesses with payroll classed as personal care services in 2023, down 3.2% from 2019. Official counts list 190 one-person businesses without payroll.
How much do households in Portage County, WI spend on personal care products and services?
About $29.2M a year, or $985 per household. That is 2% below the U.S. average (an index of 98, where 100 is the U.S. average). Spread across the 127 salons, barbers and spas on map listings, it comes to $230K per business. It is estimated from the incomes of the 29,679 households in Portage County and national spending patterns by income.
How does Portage County, WI compare with the U.S. for salons, barbers and spas?
Portage County has 42.8 salons, barbers and spas per 10,000 households, 9% below the U.S. rate of 47.2. Spending per business is $230K, 8% above the U.S. figure of $213K. At the national ratio of salons, barbers and spas to household spending, Portage County would have about 137, against 127 on map listings. There is one business with payroll in the industry for every 989 households, against one for every 804 across the U.S. The official count fell 3.2% from 2019 to 2023, against +14.1% for the U.S.
How fast is Portage County, WI growing?
Population estimates put Portage County at 71,943 people in 2025, up 2.2% since 2020, slower than the U.S. (+3.1%). It has 29,679 households. Median household income in Portage County is $76,070, 6% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.3%, 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. Portage County scores 48 for salons, barbers and spas (lower middle), #1,282 of 2,385 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Portage County. 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 Portage County
Screening a site or an acquisition in Portage County?
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 Portage County. 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.