Small-town market profile · Wisconsin
Beaver Dam, WI area market data
How the Beaver Dam area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 89,097
- −0.3% since 2020
- Households
- 35,910
- Median household income
- $75,929
- +25.2% vs. 2015–2019, before inflation
- Median home value
- $231,900
- Jobs located here
- 34,764
- Highest market score
- 83
- Optometrists and eye care, #9 of 400 scored small-town markets
A site report maps the competitors on map listings around any address in the Beaver Dam area by name and distance, and the households and spending within reach. Or open the report at the center of the Beaver Dam 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 Beaver Dam area has an estimated 89,097 people and 35,910 households. Population estimates put the population change in the Beaver Dam area from 2020 to 2025 at −0.3%, against +3.1% for the U.S. Median household income in the Beaver Dam area is $75,929, 6% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 25.2%, before inflation.
Relative to the U.S., household spending in the Beaver Dam area runs highest on vehicle maintenance and repairs (an index of 117, where 100 is the U.S. average) and lowest on child care and other personal services (64).
Of the business types scored in the Beaver Dam area, optometrists and eye clinics (83), fast food and sandwich shops (82) and nail salons (81) have the highest Groundwork market scores. For optometrists and eye clinics, that ranks #9 of 400 scored small-town markets.
The Beaver Dam area is made up of one county, Dodge County. Against the U.S., map listings per household run highest for funeral homes (twice the U.S. rate) and lowest for real estate businesses (63% below the U.S. rate).
All 56 business types in the Beaver Dam area
Highest Groundwork market score first. Each score compares the Beaver Dam area with other small-town markets 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 small-town markets | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Optometrists and eye care | 83 | #9 of 400 | 9 | 2.5 | $5.5M | 176 | 4 |
| Fast food and sandwich shops | 82 | #18 of 537 | 28 | 7.8 | $4.9M | 159 | 42 |
| Nail salons | 81 | #10 of 387 | 9 | 2.5 | $3.9M | 232 | 3 |
| Clothing and shoe stores | 80 | #27 of 536 | 26 | 7.2 | $2.6M | 206 | 5 |
| Physical therapy | 79 | #20 of 400 | 10 | 2.8 | $5M | 206 | 8 |
| Tire shops | 79 | #26 of 431 | 9 | 2.5 | $4.5M | 179 | 5 |
| Clothing, shoes and laundry | 79 | #36 of 536 | 43 | 12.0 | $1.6M | 180 | 5 |
| Pizza | 78 | #26 of 520 | 23 | 6.4 | $5.9M | 116 | 42 |
| Dentists and orthodontists | 78 | #33 of 526 | 22 | 6.1 | $2.3M | 229 | 18 |
| Barbershops | 78 | #36 of 377 | 6 | 1.7 | $5.8M | 308 | Under 3 |
| Coffee shops and cafes | 77 | #17 of 529 | 22 | 6.1 | $6.2M | 167 | 10 |
| Primary care and pediatrics | 77 | #37 of 458 | 13 | 3.6 | $3.8M | 214 | 29 |
| Car washes and detailing | 76 | #29 of 441 | 7 | 1.9 | $5.8M | 229 | Under 3 |
| Doctors, dentists and clinics | 76 | #43 of 538 | 164 | 45.7 | $302K | 198 | 72 |
| Restaurants and cafes | 76 | #48 of 538 | 321 | 89.4 | $424K | 114 | 109 |
| Bakeries and dessert shops | 73 | #39 of 507 | 24 | 6.7 | $5.7M | 137 | 10 |
| Sit-down restaurants | 72 | #60 of 538 | 150 | 41.8 | $906K | 137 | 56 |
| Grocery stores | 72 | #60 of 506 | 19 | 5.3 | $11.3M | 122 | 11 |
| Spas and skin care | 71 | #53 of 504 | 16 | 4.5 | $2.2M | 249 | 6 |
| Martial arts and dance studios | 69 | #54 of 378 | 14 | 3.9 | $2.1M | 105 | 3 |
| Real estate | 68 | #62 of 536 | 51 | 14.2 | Index only | 224 | 18 |
| Auto repair and car care | 68 | #100 of 538 | 140 | 39.0 | $288K | 107 | 50 |
| Salons, barbers and spas | 67 | #71 of 538 | 103 | 28.7 | $338K | 159 | 25 |
| Grocery and convenience stores | 67 | #110 of 538 | 79 | 22.0 | $2.7M | 80 | 13 |
| Convenience stores | 66 | #121 of 529 | 30 | 8.4 | $7.2M | 91 | Under 3 |
| Real estate agents and brokers | 65 | #79 of 533 | 44 | 12.3 | Index only | 206 | 12 |
| Chiropractors | 65 | #89 of 426 | 15 | 4.2 | $3.3M | 138 | 13 |
| Roofing and gutters | 64 | #63 of 288 | 12 | 3.3 | $7.9M | 94 | 3 |
| Gyms | 64 | #103 of 506 | 23 | 6.4 | $1.3M | 99 | 7 |
| Gyms, studios and classes | 63 | #119 of 535 | 40 | 11.1 | $739K | 112 | 10 |
| Hair salons | 62 | #131 of 538 | 70 | 19.5 | $498K | 116 | 16 |
| Mortgage brokers and lenders | 61 | #42 of 177 | 5 | 1.4 | Index only | 253 | Under 3 |
| Insurance agencies | 60 | #188 of 537 | 31 | 8.6 | $2M | 162 | 29 |
| Laundromats | 59 | #50 of 150 | 8 | 2.2 | $8.5M | 68 | Under 3 |
| Gas stations | 58 | #185 of 536 | 58 | 16.2 | $1.8M | 75 | 35 |
| Collision repair and body shops | 57 | #134 of 387 | 10 | 2.8 | $4M | 131 | 17 |
| Auto repair shops | 57 | #198 of 538 | 92 | 25.6 | $439K | 99 | 40 |
| Child care and preschools | 55 | #188 of 454 | 16 | 4.5 | $829K | 83 | 15 |
| Electricians | 51 | #151 of 295 | 12 | 3.3 | $7.9M | 66 | 22 |
| HVAC and plumbing | 51 | #220 of 476 | 21 | 5.8 | $4.5M | 95 | 34 |
| Pet stores | 50 | #109 of 220 | 10 | 2.8 | $2.9M | 65 | Under 3 |
| Home repair trades | 47 | #301 of 526 | 45 | 12.5 | $2.1M | 87 | 59 |
| Landscaping and lawn care | 46 | #223 of 399 | 16 | 4.5 | $2.7M | 92 | 33 |
| Funeral homes | 44 | #211 of 365 | 15 | 4.2 | $368K | 54 | 10 |
| Pet grooming and boarding | 42 | #257 of 387 | 19 | 5.3 | $1.5M | 60 | 9 |
| Lawn, cleaning and pest control | 40 | #319 of 481 | 27 | 7.5 | $1.6M | 95 | 54 |
| House cleaning | 39 | #104 of 142 | 10 | 2.8 | $4.3M | 67 | 15 |
| Veterinarians | 37 | #293 of 398 | 18 | 5.0 | $1.6M | 60 | 15 |
| Pet businesses | 31 | #452 of 527 | 61 | 17.0 | $479K | 55 | 24 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 0.8 | $9.9M | 243 | 7 |
| Dry cleaners | Not scored | Not scored | 1 | 0.3 | $68.2M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.3 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.3 | $40.4M | Too few | 3 |
| Pest control | Not scored | Not scored | 1 | 0.3 | $43.1M | Too few | 6 |
| Property management | Not scored | Not scored | 1 | 0.3 | Index only | Too few | 5 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Beaver Dam 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 | $40.4M | $1,124 | 117 |
| Gasoline and other fuels | $103.4M | $2,880 | 111 |
| Food away from home | $136M | $3,786 | 93 |
| Groceries | $215M | $5,988 | 95 |
| Personal care products and services | $34.8M | $970 | 97 |
| Child care and other personal services | $13.3M | $369 | 64 |
| Memberships, classes and admissions | $29.6M | $823 | 84 |
| Medical and dental services | $49.6M | $1,381 | 107 |
| Pets | $29.2M | $813 | 89 |
| Clothing, shoes and related services | $68.2M | $1,899 | 92 |
| Vehicle insurance | $63M | $1,755 | 90 |
| Home repairs, maintenance and insurance | $95M | $2,645 | 88 |
| Lawn care, cleaning and other household services | $43.1M | $1,199 | 85 |
| Rent and homeowner costs | $494.1M | $13,760 | 83 |
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 Beaver Dam area
- Population, 2025 estimate
- 89,097−0.3% since 2020
- Households
- 35,910
- Median age
- 43.7
- Homes lived in by their owners
- 71%
- Vehicles per household
- 2.0
- Land area
- 876 sq. mi.
- People per square mile
- 101
- Median household income
- $75,929+25.2% vs. 2015–2019, before inflation
- Average household income
- $90,922
- Median home value
- $231,900
- Jobs located here
- 34,764
- Daytime population
- 79,179Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Beaver Dam 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 competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of the Beaver Dam 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 Beaver Dam area 1
- Dodge County, WI88,742 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
- Appleton, WI metro area245,768 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
Questions
How fast is the Beaver Dam, WI area growing?
Population estimates put the Beaver Dam area at 89,097 people in 2025, down 0.3% since 2020, against +3.1% for the U.S. It has 35,910 households. Median household income rose 25.2% from the 2015–2019 survey, before inflation.
How much do households in the Beaver Dam, WI area spend?
Households in the Beaver Dam area spend about $494.1M a year on rent and homeowner costs, $215M on groceries and $136M on food away from home. Set against the U.S., households in the Beaver Dam area spend the most on vehicle maintenance and repairs (an index of 117, where 100 is the U.S. average) and the least on child care and other personal services (64).
Which business types have the highest market scores in the Beaver Dam, WI area?
The highest Groundwork market scores in the Beaver Dam area are for optometrists and eye clinics (83), fast food and sandwich shops (82) and nail salons (81). The Beaver Dam area ranks #9 of 400 scored small-town markets for optometrists and eye clinics.
How does the Beaver Dam, WI area compare with the U.S.?
The median household income in the Beaver Dam area is $75,929 a year, 6% below the U.S. median of $80,734. The population fell 0.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $231,900, against $332,700 for the U.S. For its number of households, the Beaver Dam area has the most map listings, relative to the U.S., for funeral homes (twice the U.S. rate) and the fewest for real estate businesses (63% 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. 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. 49 of the 56 business types have a score in the Beaver Dam area, each ranked against other small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Beaver Dam 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 Beaver Dam 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 Beaver Dam 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.