Pets · Small-town market · Wisconsin
Veterinarians in the Wisconsin Rapids-Marshfield, WI area
Competitor counts, household spending and official business counts for veterinarians in the Wisconsin Rapids-Marshfield, WI area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 75 out of 100: High
Ranked #29 of 398 scored small-town markets
#2 of 13 scored small-town markets based in Wisconsin
- Listings
- 7
- 0 chain locations (0%)
- Official establishments
- 5
- Businesses with payroll, 2023
- Household spending a year
- $25M
- On pets · $775 a household
- Spending per listing
- $3.6M
- 31% above the U.S.
- Listings per 10k households
- 2.2
- 33% below the U.S.
- Population, 2025
- 74,060
- −0.2% since 2020
See the veterinarians around any address in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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
For veterinarians, the Wisconsin Rapids-Marshfield area has a Groundwork market score of 75 (high): #29 of 398 scored small-town markets and #2 of 13 scored small-town markets based in Wisconsin. That puts it in the top 10% of small-town markets for veterinarians.
Household spending on pets in the Wisconsin Rapids-Marshfield area comes to about $25M a year: $775 per household, 15% below the U.S. average. That is about $3.6M of household spending for each clinic on map listings, 31% above the U.S. figure of $2.7M. The spending figure covers all pets, not only veterinarians.
The Wisconsin Rapids-Marshfield area has 7 veterinarians on map listings as of September 2026. None of them are chain locations, against 19% across the U.S. Per 10,000 households, that is 2.2, 33% below the U.S. rate of 3.3.
In 2023, official counts showed 5 businesses with payroll in the Wisconsin Rapids-Marshfield area classed as veterinary services. That is one for every 6,451 households, against one for every 3,767 across the U.S. Population estimates put the population change in the Wisconsin Rapids-Marshfield area from 2020 to 2025 at −0.2%, against +3.1% for the U.S.
How the Wisconsin Rapids-Marshfield 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 | Wisconsin Rapids-Marshfield area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 2.2 | 3.5 | 3.3 |
| Spending per listing | $3.6M | $2.4M | $2.7M |
| Households per official establishment | 6,451 | 3,532 | 3,767 |
| Official establishment growth, 2019–2023 | n/a | +2.0% | +6.8% |
| Population growth, 2020–2025 | −0.2% | +1.3% | +3.1% |
| Spending per household on pets | $775 | $861 | $909 |
| Median household income | $67,989 | $77,485 | $80,734 |
| Groundwork market score | 75 | 40 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 5
- Employees, 2023
- 61
- Annual payroll, 2023
- $3.1M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 70 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 Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield area
- Population, 2025 estimate
- 74,060−0.2% since 2020
- Households
- 32,253
- Median age
- 43.8
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 793 sq. mi.
- People per square mile
- 93
- Median household income
- $67,989+23.8% vs. 2015–2019, before inflation
- Average household income
- $86,117
- Median home value
- $175,600
- Jobs located here
- 37,937
- Daytime population
- 75,209Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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 businesses45
- Veterinarians75
- Pet grooming and boarding59
- Pet stores37
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many veterinarians are in the Wisconsin Rapids-Marshfield, WI area?
Map listings as of September 2026 show 7 veterinarians in the Wisconsin Rapids-Marshfield area. None of them are chain locations. The listings count veterinary clinics and animal hospitals. Official counts show 5 businesses with payroll classed as veterinary services in 2023.
How much do households in the Wisconsin Rapids-Marshfield, WI area spend on pets?
About $25M a year, or $775 per household. That is 15% below the U.S. average (an index of 85, where 100 is the U.S. average). Spread across the 7 veterinarians on map listings, it comes to $3.6M per clinic. That spending covers all pets, which veterinarians share with other businesses in the trade. It is estimated from the incomes of the 32,253 households in the Wisconsin Rapids-Marshfield area and national spending patterns by income.
How does the Wisconsin Rapids-Marshfield, WI area compare with the U.S. for veterinarians?
The Wisconsin Rapids-Marshfield area has 2.2 veterinarians per 10,000 households, 33% below the U.S. rate of 3.3. Spending per clinic is $3.6M, 31% above the U.S. figure of $2.7M. At the U.S. ratio of veterinarians to household spending, the Wisconsin Rapids-Marshfield area would have about 9, against 7 on map listings. There is one business with payroll in the industry for every 6,451 households, against one for every 3,767 across the U.S.
How fast is the Wisconsin Rapids-Marshfield, WI area growing?
Population estimates put the Wisconsin Rapids-Marshfield area at 74,060 people in 2025, down 0.2% since 2020, against +3.1% for the U.S. It has 32,253 households. Median household income in the Wisconsin Rapids-Marshfield area is $67,989, 16% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 23.8%, 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 Wisconsin Rapids-Marshfield area scores 75 for veterinarians (high), #29 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 Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield area
Screening a site or an acquisition in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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.