State profile · 56 business types

Wisconsin market data

How Wisconsin compares with the 50 states and DC for 56 business types: competitors, household spending, official counts and growth.

Population, 2025: 5,972,787; +1.3% since 2020
Households: 2,479,480
Median household income: $77,485; +25.5% vs. 2015–2019, before inflation
Median home value: $266,500
Jobs located here: 2,905,724

A site report maps the competitors on map listings around any address in Wisconsin by name and distance, and the households and spending within reach.

Free10 actions over 3 days, no card

Survey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure

What this means

Wisconsin has an estimated 5,972,787 people and 2,479,480 households. Population estimates show Wisconsin grew 1.3% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in Wisconsin is $77,485, 4% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 25.5%, before inflation.

Relative to the U.S., household spending in Wisconsin runs highest on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and lowest on child care and other personal services (73).

By the Groundwork market score, Wisconsin’s highest ranks among the 50 states and DC are for car washes and detailers (#3), urgent care and walk-in clinics (#4) and dentists and orthodontists (#4).

Against the U.S., map listings per household run highest for chiropractors (35% above the U.S. rate) and lowest for urgent care and walk-in clinics (40% below the U.S. rate).

All 56 business types in Wisconsin

Listings per 10,000 households, and the same as an index where 100 is the U.S. rate. Spending per listing is a year of household spending on the type’s whole line over its listings (for the real estate types, an index of housing costs per listing, where 100 is the U.S.). The rank puts the state’s Groundwork market score against the other 50 states and DC.

Every business type in Wisconsin: listings, listings per 10,000 households against the U.S., spending per listing, official establishments, market score and rank among states
Business type	Listings	Per 10k households	Vs. U.S. (100)	Spending per listing	Official establishments	Score	Rank among states
Food and drink
Restaurants and cafes	26,345	106.3	97	$373K	10,230	55	#24 of 51
Sit-down restaurants	12,969	52.3	85	$757K	4,988	54	#19 of 51
Fast food and sandwich shops	2,887	11.6	87	$3.4M	3,925	63	#12 of 51
Pizza	1,713	6.9	86	$5.7M	3,925	63	#10 of 51
Coffee shops and cafes	2,411	9.7	88	$4.1M	1,243	59	#19 of 51
Bakeries and dessert shops	1,895	7.6	78	$5.2M	1,429	64	#11 of 51
Groceries and convenience
Grocery and convenience stores	4,965	20.0	107	$3M	1,137	52	#24 of 51
Grocery stores	1,620	6.5	96	$9.3M	976	49	#27 of 51
Convenience stores	1,942	7.8	98	$7.8M	161	57	#19 of 51
Auto
Auto repair and car care	8,556	34.5	97	$307K	3,513	66	#9 of 51
Auto repair shops	5,142	20.7	96	$511K	2,786	58	#20 of 51
Collision repair and body shops	793	3.2	103	$3.3M	704	50	#25 of 51
Car washes and detailing	829	3.3	87	$3.2M	261	74	#3 of 51
Tire shops	625	2.5	66	$4.2M	241	76	#4 of 51
Oil change and quick lube	203	0.8	114	$13M	188	44	#34 of 50
Gas stations	2,792	11.3	104	$2.4M	2,533	41	#34 of 51
Insurance agencies	3,395	13.7	88	$1.2M	2,587	33	#39 of 51
Beauty and personal care
Salons, barbers and spas	10,838	43.7	93	$230K	2,682	45	#36 of 51
Hair salons	6,266	25.3	108	$399K	1,592	35	#46 of 51
Barbershops	857	3.5	66	$2.9M	133	55	#20 of 51
Nail salons	1,100	4.4	73	$2.3M	465	54	#23 of 51
Spas and skin care	2,411	9.7	84	$1M	461	59	#14 of 51
Fitness and classes
Gyms, studios and classes	3,416	13.8	93	$668K	1,465	46	#30 of 51
Gyms	1,836	7.4	97	$1.2M	836	41	#32 of 51
Yoga, Pilates and fitness studios	541	2.2	92	$4.2M	836	36	#43 of 51
Martial arts and dance studios	1,039	4.2	86	$2.2M	629	54	#18 of 51
Health care
Doctors, dentists and clinics	23,062	93.0	110	$154K	7,411	60	#14 of 51
Dentists and orthodontists	2,595	10.5	80	$1.4M	1,902	78	#4 of 51
Primary care and pediatrics	1,249	5.0	69	$2.8M	3,227	72	#8 of 51
Urgent care and walk-in clinics	77	0.3	60	$46.2M	93	79	#4 of 50
Chiropractors	1,817	7.3	135	$2M	1,079	40	#35 of 51
Physical therapy	1,400	5.6	104	$2.5M	747	72	#7 of 51
Optometrists and eye care	1,020	4.1	100	$3.5M	363	71	#6 of 51
Pets
Pet businesses	2,928	11.8	113	$730K	1,441	37	#36 of 51
Veterinarians	874	3.5	106	$2.4M	702	40	#33 of 51
Pet grooming and boarding	1,037	4.2	117	$2.1M	546	31	#44 of 51
Pet stores	558	2.3	115	$3.8M	193	30	#42 of 51
Child care
Child care and preschools	1,257	5.1	88	$832K	1,588	35	#38 of 51
Clothing and laundry
Clothing, shoes and laundry	4,482	18.1	78	$1.1M	1,597	72	#5 of 51
Clothing and shoe stores	3,138	12.7	78	$1.6M	1,348	72	#7 of 51
Laundromats	438	1.8	113	$11.3M	137	40	#36 of 51
Dry cleaners	186	0.8	62	$26.7M	112	68	#7 of 51
Home services
Home repair trades	3,183	12.8	103	$2.1M	3,902	41	#37 of 51
HVAC and plumbing	1,533	6.2	98	$4.5M	1,944	45	#31 of 51
Electricians	676	2.7	108	$10.1M	1,459	41	#36 of 51
Roofing and gutters	974	3.9	108	$7M	499	33	#39 of 51
Lawn, cleaning and pest control	2,271	9.2	110	$1.4M	4,058	29	#45 of 51
Landscaping and lawn care	1,544	6.2	129	$2M	2,490	24	#47 of 51
House cleaning	485	2.0	91	$6.4M	1,384	40	#36 of 51
Pest control	242	1.0	71	$12.8M	184	55	#19 of 51
Real estate
Real estate	6,873	27.7	72	118 (index)	3,755	54	#21 of 51
Real estate agents and brokers	5,408	21.8	71	120 (index)	2,071	54	#18 of 51
Property management	630	2.5	83	101 (index)	959	47	#29 of 51
Mortgage brokers and lenders	696	2.8	65	130 (index)	207	58	#18 of 51
Home inspectors	139	0.6	100	97 (index)	115	39	#37 of 50
Funeral services
Funeral homes	636	2.6	124	$544K	413	33	#37 of 51

Markets in Wisconsin

Each market’s page covers every business type, with its figures against the state and the U.S.

Questions

How fast is Wisconsin growing?

Population estimates put Wisconsin at 5,972,787 people in 2025, up 1.3% since 2020, slower than the U.S. (+3.1%). It has 2,479,480 households. Median household income rose 25.5% from the 2015–2019 survey, before inflation.

How much do households in Wisconsin spend?

Households in Wisconsin spend about $35.2B a year on rent and homeowner costs, $15.1B on groceries and $9.8B on food away from home. Set against the U.S., households in Wisconsin spend the most on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and the least on child care and other personal services (73).

Which business types rank highest in Wisconsin?

Among the 50 states and DC, Wisconsin ranks highest for car washes and detailers (#3), urgent care and walk-in clinics (#4) and dentists and orthodontists (#4) by the Groundwork market score.

How does Wisconsin compare with the U.S.?

The median household income in Wisconsin is $77,485 a year, 4% below the U.S. median of $80,734. The population rose 1.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $266,500, against $332,700 for the U.S. For its number of households, Wisconsin has the most map listings, relative to the U.S., for chiropractors (35% above the U.S. rate) and the fewest for urgent care and walk-in clinics (40% below the U.S. rate).

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. Each business type is scored on its own, so a state can rank high for one type and low for another.

How can I see the market around a specific site?

Run a Groundwork site report on an address in Wisconsin. It maps the competitors 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.

Every state and business type · How we measure

Screening a site or an acquisition in Wisconsin?

A site report maps the competitors on map listings near an address and sizes the households and spending around it.

Run a site report See plans

Free10 actions over 3 days, no card

Screening many markets at once? Talk to us

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.