County profile · Wisconsin
Douglas County, WI market data
How Douglas County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 43,990
- −0.8% since 2020
- Households
- 19,160
- Median household income
- $75,099
- +39.1% vs. 2015–2019, before inflation
- Median home value
- $205,800
- Jobs located here
- 16,736
- Highest market score
- 72
- Grocery stores, #346 of 2,070 scored counties
A site report maps the competitors on map listings around any address in Douglas County by name and distance, and the households and spending within reach. Or open the report at the center of Douglas County. 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
Douglas County has an estimated 43,990 people and 19,160 households. Population estimates put the population change in Douglas County from 2020 to 2025 at −0.8%, against +3.1% for the U.S. Median household income in Douglas County is $75,099, 7% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 39.1%, before inflation.
Relative to the U.S., household spending in Douglas County runs highest on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and lowest on child care and other personal services (66).
Of the business types scored in Douglas County, grocery stores (72), pizza places (71) and medical and dental practices (70) have the highest Groundwork market scores. For grocery stores, that ranks #346 of 2,070 scored counties.
Douglas County is part of the Duluth metro area. Against the U.S., map listings per household run highest for collision repair and body shops (84% above the U.S. rate) and lowest for real estate agents and brokers (56% below the U.S. rate).
All 56 business types in Douglas County
Highest Groundwork market score first. Each score compares Douglas County with other counties 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 counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Grocery stores | 72 | #346 of 2,070 | 7 | 3.7 | $16.2M | 175 | 5 |
| Pizza | 71 | #267 of 2,090 | 11 | 5.7 | $6.6M | 129 | 21 |
| Doctors, dentists and clinics | 70 | #340 of 2,394 | 76 | 39.7 | $346K | 227 | 30 |
| Pet businesses | 67 | #378 of 2,200 | 14 | 7.3 | $1.1M | 127 | 7 |
| Fast food and sandwich shops | 66 | #515 of 2,222 | 21 | 11.0 | $3.4M | 113 | 21 |
| Grocery and convenience stores | 66 | #565 of 2,402 | 34 | 17.7 | $3.3M | 99 | 5 |
| Tire shops | 65 | #388 of 1,530 | 5 | 2.6 | $4M | 162 | Under 3 |
| Bakeries and dessert shops | 63 | #444 of 1,889 | 12 | 6.3 | $6M | 145 | 8 |
| Salons, barbers and spas | 62 | #563 of 2,385 | 55 | 28.7 | $334K | 157 | 12 |
| Clothing and shoe stores | 61 | #633 of 2,087 | 16 | 8.4 | $2.3M | 179 | Under 3 |
| Car washes and detailing | 59 | #480 of 1,451 | 7 | 3.7 | $2.9M | 115 | 3 |
| Dentists and orthodontists | 59 | #607 of 1,886 | 17 | 8.9 | $1.5M | 157 | 14 |
| Coffee shops and cafes | 59 | #647 of 2,063 | 15 | 7.8 | $4.8M | 130 | 8 |
| Clothing, shoes and laundry | 57 | #806 of 2,210 | 26 | 13.6 | $1.4M | 159 | Under 3 |
| Hair salons | 57 | #810 of 2,339 | 35 | 18.3 | $525K | 122 | 9 |
| Martial arts and dance studios | 56 | #496 of 1,334 | 8 | 4.2 | $2M | 98 | 3 |
| Spas and skin care | 55 | #689 of 1,769 | 14 | 7.3 | $1.3M | 150 | Under 3 |
| Physical therapy | 54 | #616 of 1,422 | 11 | 5.7 | $2.4M | 99 | 6 |
| Real estate agents and brokers | 52 | #927 of 2,176 | 26 | 13.6 | Index only | 184 | 10 |
| Real estate | 51 | #1,032 of 2,229 | 33 | 17.2 | Index only | 183 | 16 |
| Pet grooming and boarding | 50 | #729 of 1,461 | 7 | 3.7 | $2.2M | 88 | 4 |
| Landscaping and lawn care | 49 | #734 of 1,493 | 10 | 5.2 | $2.3M | 78 | 7 |
| Chiropractors | 48 | #793 of 1,490 | 11 | 5.7 | $2.4M | 100 | 7 |
| Gyms | 48 | #977 of 1,792 | 12 | 6.3 | $1.3M | 102 | 7 |
| Auto repair shops | 48 | #1,262 of 2,378 | 36 | 18.8 | $562K | 126 | 31 |
| Child care and preschools | 46 | #919 of 1,611 | 8 | 4.2 | $912K | 91 | 10 |
| Lawn, cleaning and pest control | 46 | #1,013 of 1,771 | 16 | 8.4 | $1.4M | 85 | 12 |
| Home repair trades | 46 | #1,231 of 2,057 | 23 | 12.0 | $2.2M | 89 | 25 |
| Property management | 44 | #552 of 910 | 5 | 2.6 | Index only | 94 | 4 |
| HVAC and plumbing | 44 | #1,052 of 1,707 | 12 | 6.3 | $4.1M | 87 | 15 |
| Gyms, studios and classes | 44 | #1,339 of 2,088 | 25 | 13.0 | $635K | 96 | 10 |
| Auto repair and car care | 44 | #1,454 of 2,401 | 71 | 37.1 | $285K | 106 | 36 |
| Gas stations | 43 | #1,459 of 2,358 | 23 | 12.0 | $2.2M | 94 | 25 |
| Convenience stores | 42 | #1,407 of 2,261 | 22 | 11.5 | $5.2M | 66 | Under 3 |
| Restaurants and cafes | 41 | #1,584 of 2,405 | 220 | 114.8 | $328K | 88 | 74 |
| Sit-down restaurants | 39 | #1,669 of 2,405 | 100 | 52.2 | $722K | 109 | 45 |
| Electricians | 35 | #916 of 1,160 | 7 | 3.7 | $7.1M | 59 | 10 |
| Yoga, Pilates and fitness studios | 32 | #660 of 777 | 5 | 2.6 | $3.2M | 78 | 7 |
| Insurance agencies | 32 | #1,754 of 2,272 | 30 | 15.7 | $1M | 83 | 15 |
| Collision repair and body shops | 24 | #1,203 of 1,327 | 11 | 5.7 | $1.8M | 60 | 9 |
| Laundromats | 20 | #710 of 785 | 7 | 3.7 | $5.2M | 42 | Under 3 |
| Funeral homes | Not scored | Not scored | 4 | 2.1 | $694K | 102 | 4 |
| Roofing and gutters | Not scored | Not scored | 4 | 2.1 | $12.4M | 147 | Under 3 |
| Barbershops | Not scored | Not scored | 3 | 1.6 | $6.1M | 325 | Under 3 |
| House cleaning | Not scored | Not scored | 3 | 1.6 | $7.6M | 119 | 5 |
| Nail salons | Not scored | Not scored | 3 | 1.6 | $6.1M | 366 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.6 | $6.7M | 49 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 3 | 1.6 | $8.8M | 279 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 1.6 | $7.6M | 74 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 3 | 1.6 | $8.8M | 492 | 3 |
| Veterinarians | Not scored | Not scored | 3 | 1.6 | $5.2M | 191 | 3 |
| Pet stores | Not scored | Not scored | 2 | 1.0 | $7.8M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.5 | Index only | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.5 | Index only | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.5 | $26.3M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Douglas County
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 | $20.2M | $1,056 | 110 |
| Gasoline and other fuels | $51.7M | $2,701 | 104 |
| Food away from home | $72.2M | $3,767 | 93 |
| Groceries | $113.6M | $5,927 | 94 |
| Personal care products and services | $18.4M | $959 | 95 |
| Child care and other personal services | $7.3M | $381 | 66 |
| Memberships, classes and admissions | $15.9M | $828 | 84 |
| Medical and dental services | $26.3M | $1,371 | 106 |
| Pets | $15.6M | $814 | 90 |
| Clothing, shoes and related services | $36.4M | $1,902 | 93 |
| Vehicle insurance | $31.3M | $1,636 | 84 |
| Home repairs, maintenance and insurance | $49.6M | $2,590 | 86 |
| Lawn care, cleaning and other household services | $22.8M | $1,188 | 84 |
| Rent and homeowner costs | $261M | $13,620 | 82 |
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 Douglas County
- Population, 2025 estimate
- 43,990−0.8% since 2020
- Households
- 19,160
- Median age
- 43.5
- Homes lived in by their owners
- 72%
- Vehicles per household
- 1.9
- Land area
- 1,304 sq. mi.
- People per square mile
- 34
- Median household income
- $75,099+39.1% vs. 2015–2019, before inflation
- Average household income
- $88,663
- Median home value
- $205,800
- Jobs located here
- 16,736
- Daytime population
- 39,971Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Douglas County?
These figures cover the whole county. 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 Douglas County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Wisconsin 8
- Bayfield County, WI16,575 people
- Washburn County, WI16,854 people
- Sawyer County, WI18,476 people
- Burnett County, WI16,916 people
- Ashland County, WI16,080 people
- Barron County, WI46,797 people
- Polk County, WI45,555 people
- Iron County, WI6,210 people
Questions
How fast is Douglas County, WI growing?
Population estimates put Douglas County at 43,990 people in 2025, down 0.8% since 2020, against +3.1% for the U.S. It has 19,160 households. Median household income rose 39.1% from the 2015–2019 survey, before inflation.
How much do households in Douglas County, WI spend?
Households in Douglas County spend about $261M a year on rent and homeowner costs, $113.6M on groceries and $72.2M on food away from home. Set against the U.S., households in Douglas County spend the most on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and the least on child care and other personal services (66).
Which business types have the highest market scores in Douglas County, WI?
The highest Groundwork market scores in Douglas County are for grocery stores (72), pizza places (71) and medical and dental practices (70). Douglas County ranks #346 of 2,070 scored counties for grocery stores.
How does Douglas County, WI compare with the U.S.?
The median household income in Douglas County is $75,099 a year, 7% below the U.S. median of $80,734. The population fell 0.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $205,800, against $332,700 for the U.S. For its number of households, Douglas County has the most map listings, relative to the U.S., for collision repair and body shops (84% above the U.S. rate) and the fewest for real estate agents and brokers (56% 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. 41 of the 56 business types have a score in Douglas County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Douglas County. 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 Douglas County?
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 Douglas County. 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.