Metro area profile · Wisconsin
Appleton, WI metro area market data
How the Appleton metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 249,876
- +2.7% since 2020
- Households
- 99,754
- Median household income
- $85,825
- +26.9% vs. 2015–2019, before inflation
- Median home value
- $268,900
- Jobs located here
- 130,221
- Highest market score
- 84
- Tire shops, #4 of 386 scored metro areas
A site report maps the competitors on map listings around any address in the Appleton metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Appleton metro 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
The Appleton metro area has an estimated 249,876 people and 99,754 households. Between 2020 and 2025, the population of the Appleton metro area grew 2.7%, in step with the U.S. (+3.1%). Median household income in the Appleton metro area is $85,825, 6% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 26.9%, before inflation.
Relative to the U.S., household spending in the Appleton metro area runs highest on vehicle maintenance and repairs (an index of 118, where 100 is the U.S. average) and lowest on child care and other personal services (77).
Of the business types scored in the Appleton metro area, tire shops (84), laundromats (80) and pizza places (79) have the highest Groundwork market scores. For tire shops, that ranks #4 of 386 scored metro areas.
The Appleton metro area takes in 2 counties: Outagamie County and Calumet County. Against the U.S., map listings per household run highest for landscaping and lawn care companies (77% above the U.S. rate) and lowest for property management companies (50% below the U.S. rate).
All 56 business types in the Appleton metro area
Highest Groundwork market score first. Each score compares the Appleton metro area with other metro areas for that business type, from 0 to 100. Spending per listing divides a whole spending line (all vehicle repairs, all eating out) by one type’s listings: the demand for each competitor, not a business’s revenue. Compare it across markets with its index, where 100 is the U.S. figure for the same type; the real estate types, whose line is all housing costs, show the index only. How the score works.
| Business type | Score | Rank among metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Tire shops | 84 | #4 of 386 | 24 | 2.4 | $4.7M | 188 | 10 |
| Laundromats | 80 | #20 of 364 | 11 | 1.1 | $18.9M | 151 | 3 |
| Pizza | 79 | #15 of 387 | 63 | 6.3 | $6.6M | 130 | 159 |
| Grocery stores | 79 | #22 of 387 | 43 | 4.3 | $14.6M | 157 | 28 |
| Fast food and sandwich shops | 76 | #44 of 387 | 122 | 12.2 | $3.4M | 112 | 159 |
| Physical therapy | 74 | #36 of 386 | 46 | 4.6 | $3.2M | 135 | 30 |
| Grocery and convenience stores | 73 | #44 of 387 | 169 | 16.9 | $3.7M | 110 | 29 |
| Property management | 71 | #31 of 374 | 15 | 1.5 | Index only | 176 | 29 |
| Child care and preschools | 71 | #53 of 387 | 34 | 3.4 | $1.3M | 131 | 42 |
| Primary care and pediatrics | 71 | #54 of 387 | 51 | 5.1 | $2.9M | 164 | 159 |
| Dentists and orthodontists | 70 | #58 of 387 | 114 | 11.4 | $1.3M | 133 | 84 |
| Bakeries and dessert shops | 68 | #51 of 387 | 74 | 7.4 | $5.6M | 135 | 64 |
| Veterinarians | 66 | #84 of 384 | 32 | 3.2 | $2.8M | 104 | 22 |
| House cleaning | 65 | #72 of 375 | 15 | 1.5 | $8.7M | 135 | 45 |
| Restaurants and cafes | 65 | #97 of 387 | 1,038 | 104.1 | $400K | 108 | 418 |
| Coffee shops and cafes | 64 | #85 of 387 | 94 | 9.4 | $4.4M | 119 | 54 |
| Doctors, dentists and clinics | 64 | #87 of 387 | 833 | 83.5 | $179K | 117 | 352 |
| Dry cleaners | 63 | #67 of 272 | 10 | 1.0 | $20.8M | 133 | Under 3 |
| Sit-down restaurants | 63 | #91 of 387 | 504 | 50.5 | $824K | 124 | 201 |
| Pet stores | 63 | #103 of 382 | 20 | 2.0 | $4.5M | 100 | 6 |
| Convenience stores | 63 | #107 of 387 | 75 | 7.5 | $8.4M | 106 | Under 3 |
| Car washes and detailing | 62 | #109 of 387 | 39 | 3.9 | $2.9M | 115 | 19 |
| Auto repair and car care | 59 | #130 of 387 | 372 | 37.3 | $304K | 113 | 172 |
| Home inspectors | 58 | #75 of 243 | 6 | 0.6 | Index only | 93 | 4 |
| Pest control | 57 | #123 of 345 | 15 | 1.5 | $8.7M | 85 | 5 |
| Nail salons | 57 | #130 of 387 | 51 | 5.1 | $2.1M | 124 | 24 |
| Auto repair shops | 57 | #141 of 387 | 223 | 22.4 | $508K | 114 | 130 |
| Gas stations | 57 | #145 of 387 | 94 | 9.4 | $3M | 126 | 103 |
| Barbershops | 56 | #138 of 387 | 43 | 4.3 | $2.4M | 130 | 8 |
| Gyms | 55 | #137 of 387 | 67 | 6.7 | $1.5M | 113 | 41 |
| Optometrists and eye care | 54 | #158 of 386 | 46 | 4.6 | $3.2M | 103 | 20 |
| Oil change and quick lube | 53 | #139 of 290 | 10 | 1.0 | $11.3M | 82 | 9 |
| Gyms, studios and classes | 52 | #163 of 387 | 146 | 14.6 | $675K | 102 | 74 |
| Pet businesses | 52 | #181 of 387 | 115 | 11.5 | $786K | 89 | 55 |
| Spas and skin care | 51 | #185 of 387 | 119 | 11.9 | $885K | 101 | 23 |
| Clothing, shoes and laundry | 49 | #211 of 387 | 251 | 25.2 | $828K | 94 | 91 |
| Real estate | 46 | #226 of 387 | 340 | 34.1 | Index only | 100 | 167 |
| Salons, barbers and spas | 46 | #237 of 387 | 488 | 48.9 | $216K | 101 | 152 |
| Real estate agents and brokers | 45 | #233 of 387 | 263 | 26.4 | Index only | 102 | 93 |
| Yoga, Pilates and fitness studios | 44 | #221 of 347 | 24 | 2.4 | $4.1M | 101 | 41 |
| Collision repair and body shops | 44 | #239 of 381 | 36 | 3.6 | $3.1M | 102 | 37 |
| Pet grooming and boarding | 44 | #247 of 386 | 41 | 4.1 | $2.2M | 87 | 27 |
| Martial arts and dance studios | 44 | #251 of 387 | 55 | 5.5 | $1.8M | 89 | 33 |
| Clothing and shoe stores | 43 | #247 of 387 | 198 | 19.8 | $1M | 83 | 88 |
| Funeral homes | 41 | #241 of 377 | 20 | 2.0 | $669K | 99 | 16 |
| Electricians | 41 | #264 of 383 | 28 | 2.8 | $10.3M | 85 | 89 |
| Hair salons | 41 | #281 of 387 | 266 | 26.7 | $396K | 92 | 93 |
| Chiropractors | 40 | #273 of 386 | 76 | 7.6 | $2M | 82 | 54 |
| Lawn, cleaning and pest control | 37 | #290 of 387 | 115 | 11.5 | $1.1M | 67 | 151 |
| HVAC and plumbing | 35 | #314 of 387 | 82 | 8.2 | $3.5M | 74 | 101 |
| Home repair trades | 32 | #342 of 387 | 169 | 16.9 | $1.7M | 70 | 220 |
| Roofing and gutters | 31 | #329 of 381 | 59 | 5.9 | $4.9M | 58 | 30 |
| Mortgage brokers and lenders | 31 | #349 of 373 | 56 | 5.6 | Index only | 67 | 18 |
| Landscaping and lawn care | 29 | #336 of 385 | 85 | 8.5 | $1.5M | 52 | 101 |
| Insurance agencies | 26 | #331 of 387 | 168 | 16.8 | $1M | 81 | 130 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.2 | $74.5M | Too few | 5 |
Household spending in the Appleton metro area
What households here spend in a year on each line, in total and per household, with the index against the U.S. average (100).
| Spending line | A year, all households | Per household | Index vs. U.S. (100) |
|---|---|---|---|
| Vehicle maintenance and repairs | $113.2M | $1,135 | 118 |
| Gasoline and other fuels | $283.4M | $2,841 | 109 |
| Food away from home | $415.2M | $4,162 | 102 |
| Groceries | $629.1M | $6,306 | 100 |
| Personal care products and services | $105.3M | $1,055 | 105 |
| Child care and other personal services | $44.7M | $448 | 77 |
| Memberships, classes and admissions | $98.5M | $987 | 100 |
| Medical and dental services | $149M | $1,494 | 116 |
| Pets | $90.4M | $906 | 100 |
| Clothing, shoes and related services | $207.7M | $2,082 | 101 |
| Vehicle insurance | $171.7M | $1,721 | 88 |
| Home repairs, maintenance and insurance | $287.1M | $2,878 | 95 |
| Lawn care, cleaning and other household services | $129.8M | $1,301 | 92 |
| Rent and homeowner costs | $1.5B | $14,725 | 88 |
Household spending is estimated from the incomes of the households in each neighborhood, using what households at each income spent nationally in 2024, adjusted for the region. It counts what residents spend, wherever they spend it.
Population and households in the Appleton metro area
- Population, 2025 estimate
- 249,876+2.7% since 2020
- Households
- 99,754
- Median age
- 40.3
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 956 sq. mi.
- People per square mile
- 257
- Median household income
- $85,825+26.9% vs. 2015–2019, before inflation
- Average household income
- $112,747
- Median home value
- $268,900
- Jobs located here
- 130,221
- Daytime population
- 246,801Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Appleton metro area?
These figures cover the whole metro area. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of the Appleton metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Counties in the Appleton metro area 2
- Outagamie County, WI192,826 people
- Calumet County, WI52,942 people
Other markets based in Wisconsin 12
- Milwaukee-Waukesha, WI metro area1,568,938 people
- Madison, WI metro area691,830 people
- Green Bay, WI metro area331,145 people
- Racine-Mount Pleasant, WI metro area197,532 people
- Eau Claire, WI metro area173,915 people
- Oshkosh-Neenah, WI metro area171,769 people
- La Crosse-Onalaska, WI-MN metro area170,190 people
- Kenosha, WI metro area168,438 people
- Janesville-Beloit, WI metro area164,350 people
- Wausau, WI metro area138,403 people
- Sheboygan, WI metro area117,991 people
- Fond du Lac, WI metro area104,137 people
Questions
How fast is the Appleton, WI metro area growing?
Population estimates put the Appleton metro area at 249,876 people in 2025, up 2.7% since 2020, in step with the U.S. (+3.1%). It has 99,754 households. Median household income rose 26.9% from the 2015–2019 survey, before inflation.
How much do households in the Appleton, WI metro area spend?
Households in the Appleton metro area spend about $1.5B a year on rent and homeowner costs, $629.1M on groceries and $415.2M on food away from home. Set against the U.S., households in the Appleton metro area spend the most on vehicle maintenance and repairs (an index of 118, where 100 is the U.S. average) and the least on child care and other personal services (77).
Which business types have the highest market scores in the Appleton, WI metro area?
The highest Groundwork market scores in the Appleton metro area are for tire shops (84), laundromats (80) and pizza places (79). The Appleton metro area ranks #4 of 386 scored metro areas for tire shops.
How does the Appleton, WI metro area compare with the U.S.?
The median household income in the Appleton metro area is $85,825 a year, 6% above the U.S. median of $80,734. The population rose 2.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $268,900, against $332,700 for the U.S. For its number of households, the Appleton metro area has the most map listings, relative to the U.S., for landscaping and lawn care companies (77% above the U.S. rate) and the fewest for property management companies (50% 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. 55 of the 56 business types have a score in the Appleton metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Appleton metro area. 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.
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Screening a site or an acquisition in the Appleton metro 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 Appleton metro 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.