Pets · Small-town market · Wisconsin
Veterinarians in the Baraboo, WI area
The veterinarians in the Baraboo, WI area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 46 out of 100: Lower middle
Ranked #234 of 398 scored small-town markets
#8 of 13 scored small-town markets based in Wisconsin
- Listings
- 13
- 3 chain locations (23%)
- Official establishments
- 16
- Businesses with payroll, 2023
- Household spending a year
- $23.8M
- On pets · $851 a household
- Spending per listing
- $1.8M
- 33% below the U.S.
- Listings per 10k households
- 4.6
- 39% above the U.S.
- Population, 2025
- 66,652
- +1.3% since 2020
See the veterinarians around any address in the Baraboo area
The site report maps the veterinarians 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 Baraboo 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
Household spending on pets in the Baraboo area comes to about $23.8M a year: $851 per household, 6% below the U.S. average. That is about $1.8M of household spending for each clinic on map listings, 33% below the U.S. figure of $2.7M. The spending figure covers all pets, not only veterinarians.
The Baraboo area has 13 veterinarians on map listings as of September 2026. 3 of them (23%) are chain locations, against 19% across the U.S. That comes to 4.6 for every 10,000 households, 39% above the U.S. rate of 3.3.
In 2023, official counts showed 16 businesses with payroll in the Baraboo area classed as veterinary services. That is one for every 1,749 households, against one for every 3,767 across the U.S.
Between 2020 and 2025, the population of the Baraboo area grew 1.3%, slower than the U.S. (+3.1%). The Baraboo area scores 46 (lower middle) on the Groundwork market score for veterinarians, ranking #234 of 398 scored small-town markets and #8 of 13 scored small-town markets based in Wisconsin.
How the Baraboo 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 veterinarians 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 | Baraboo area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 4.6 | 3.5 | 3.3 |
| Spending per listing | $1.8M | $2.4M | $2.7M |
| Households per official establishment | 1,749 | 3,532 | 3,767 |
| Official establishment growth, 2019–2023 | n/a | +2.0% | +6.8% |
| Population growth, 2020–2025 | +1.3% | +1.3% | +3.1% |
| Spending per household on pets | $851 | $861 | $909 |
| Median household income | $79,541 | $77,485 | $80,734 |
| Groundwork market score | 46 | 40 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 16
- Employees, 2023
- 134
- Annual payroll, 2023
- $5.9M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 133 chain locations
- Listings at the U.S. rate for this spending
- 9The 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 veterinary services in the Baraboo 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 Baraboo area
- Population, 2025 estimate
- 66,652+1.3% since 2020
- Households
- 27,987
- Median age
- 42.3
- Homes lived in by their owners
- 72%
- Vehicles per household
- 2.0
- Land area
- 832 sq. mi.
- People per square mile
- 79
- Median household income
- $79,541+32.7% vs. 2015–2019, before inflation
- Average household income
- $98,005
- Median home value
- $258,600
- Jobs located here
- 36,015
- Daytime population
- 65,185Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Baraboo 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 veterinarians on map listings by name and distance.
Or open the report at the center of the Baraboo area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardVeterinarians across Wisconsin
Every Wisconsin market ranked →The highest-scoring small-town markets in Wisconsin for veterinarians, numbered among those based in Wisconsin, with the Baraboo area marked.
Top small-town markets in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Stevens Point-Plover, WI | 86 | 7 | 2.4 | $3.5M | +2.2% | #8 of 398 |
| 2Wisconsin Rapids-Marshfield, WI | 75 | 7 | 2.2 | $3.6M | −0.2% | #29 of 398 |
| 3Manitowoc, WI | 70 | 10 | 2.8 | $2.8M | +0.4% | #63 of 398 |
| 4Shawano, WI | 62 | 5 | 2.7 | $2.8M | +1.4% | #109 of 398 |
| 5Whitewater-Elkhorn, WI | 52 | 25 | 5.8 | $1.5M | +0.8% | #200 of 398 |
| 6Menomonie, WI | 48 | 8 | 4.6 | $1.8M | +1.7% | #218 of 398 |
| 7Watertown-Fort Atkinson, WI | 47 | 16 | 4.6 | $1.9M | +0.3% | #225 of 398 |
| 8Baraboo, WI | 46 | 13 | 4.6 | $1.8M | +1.3% | #234 of 398 |
| 9Sparta, WI | 41 | 8 | 4.4 | $1.8M | +0.6% | #258 of 398 |
| 10Beaver Dam, WI | 37 | 18 | 5.0 | $1.6M | −0.3% | #293 of 398 |
Other business types in the Baraboo 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 businesses41
- Veterinarians46
- Pet grooming and boarding59
- Pet stores44
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many veterinarians are in the Baraboo, WI area?
Map listings as of September 2026 show 13 veterinarians in the Baraboo area. 3 of them (23%) are chain locations. The listings count veterinary clinics and animal hospitals. Official counts show 16 businesses with payroll classed as veterinary services in 2023.
How much do households in the Baraboo, WI area spend on pets?
About $23.8M a year, or $851 per household. That is 6% below the U.S. average (an index of 94, where 100 is the U.S. average). Spread across the 13 veterinarians on map listings, it comes to $1.8M per clinic. That spending covers all pets, which veterinarians share with other businesses in the trade. It is estimated from the incomes of the 27,987 households in the Baraboo area and national spending patterns by income.
How does the Baraboo, WI area compare with the U.S. for veterinarians?
The Baraboo area has 4.6 veterinarians per 10,000 households, 39% above the U.S. rate of 3.3. Spending per clinic is $1.8M, 33% below the U.S. figure of $2.7M. At the U.S. ratio of veterinarians to household spending, the Baraboo area would have about 9, against 13 on map listings. There is one business with payroll in the industry for every 1,749 households, against one for every 3,767 across the U.S.
How fast is the Baraboo, WI area growing?
Population estimates put the Baraboo area at 66,652 people in 2025, up 1.3% since 2020, slower than the U.S. (+3.1%). It has 27,987 households. Median household income in the Baraboo area is $79,541, in line with the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 32.7%, 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 Baraboo area scores 46 for veterinarians (lower middle), #234 of 398 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Baraboo area. It maps the veterinarians 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 veterinarians · All 56 business types in the Baraboo area
Screening a site or an acquisition in the Baraboo 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 Baraboo 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.