Metro area profile · Wisconsin
Green Bay, WI metro area market data
How the Green Bay metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 336,756
- +2.5% since 2020
- Households
- 136,101
- Median household income
- $79,267
- +27.0% vs. 2015–2019, before inflation
- Median home value
- $257,300
- Jobs located here
- 173,676
- Highest market score
- 80
- Dry cleaners, #11 of 272 scored metro areas
A site report maps the competitors on map listings around any address in the Green Bay metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Green Bay 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 Green Bay metro area has an estimated 336,756 people and 136,101 households. Population estimates show the Green Bay metro area grew 2.5% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Green Bay metro area is $79,267, 2% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 27.0%, before inflation.
Relative to the U.S., household spending in the Green Bay metro area runs highest on vehicle maintenance and repairs (an index of 114, where 100 is the U.S. average) and lowest on child care and other personal services (71).
Of the business types scored in the Green Bay metro area, dry cleaners (80), tire shops (77) and physical therapy clinics (76) have the highest Groundwork market scores. For dry cleaners, that ranks #11 of 272 scored metro areas.
The Green Bay metro area takes in 3 counties: Brown County, Oconto County and Kewaunee County. Against the U.S., map listings per household run highest for oil change and quick-lube shops (71% above the U.S. rate) and lowest for nail salons (42% below the U.S. rate).
All 56 business types in the Green Bay metro area
Highest Groundwork market score first. Each score compares the Green Bay 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 |
|---|---|---|---|---|---|---|---|
| Dry cleaners | 80 | #11 of 272 | 8 | 0.6 | $33.9M | 216 | 5 |
| Tire shops | 77 | #23 of 386 | 42 | 3.1 | $3.6M | 142 | 14 |
| Physical therapy | 76 | #27 of 386 | 67 | 4.9 | $2.9M | 121 | 30 |
| Dentists and orthodontists | 73 | #30 of 387 | 144 | 10.6 | $1.4M | 138 | 107 |
| Urgent care and walk-in clinics | 72 | #20 of 197 | 6 | 0.4 | $32.6M | 133 | 8 |
| Clothing, shoes and laundry | 70 | #58 of 387 | 247 | 18.1 | $1.1M | 125 | 93 |
| Fast food and sandwich shops | 70 | #70 of 387 | 172 | 12.6 | $3.1M | 103 | 213 |
| Nail salons | 69 | #42 of 387 | 48 | 3.5 | $2.9M | 171 | 23 |
| Martial arts and dance studios | 69 | #45 of 387 | 50 | 3.7 | $2.5M | 123 | 25 |
| Car washes and detailing | 69 | #51 of 387 | 52 | 3.8 | $2.9M | 114 | 19 |
| Auto repair and car care | 69 | #61 of 387 | 477 | 35.0 | $313K | 117 | 189 |
| Clothing and shoe stores | 68 | #75 of 387 | 183 | 13.4 | $1.5M | 117 | 77 |
| Auto repair shops | 67 | #72 of 387 | 278 | 20.4 | $537K | 121 | 137 |
| Pizza | 67 | #82 of 387 | 102 | 7.5 | $5.3M | 104 | 213 |
| Bakeries and dessert shops | 65 | #72 of 387 | 105 | 7.7 | $5.1M | 124 | 77 |
| Primary care and pediatrics | 64 | #97 of 387 | 107 | 7.9 | $1.8M | 103 | 146 |
| Pest control | 62 | #90 of 345 | 15 | 1.1 | $11.3M | 111 | 8 |
| Convenience stores | 62 | #115 of 387 | 96 | 7.1 | $8.7M | 110 | Under 3 |
| Child care and preschools | 61 | #109 of 387 | 51 | 3.7 | $1.1M | 110 | 64 |
| Roofing and gutters | 60 | #120 of 381 | 43 | 3.2 | $8.7M | 103 | 21 |
| Grocery and convenience stores | 59 | #136 of 387 | 270 | 19.8 | $3.1M | 91 | 48 |
| Gyms, studios and classes | 58 | #111 of 387 | 176 | 12.9 | $706K | 107 | 75 |
| Coffee shops and cafes | 58 | #128 of 387 | 143 | 10.5 | $3.8M | 102 | 61 |
| Collision repair and body shops | 58 | #146 of 381 | 40 | 2.9 | $3.7M | 121 | 38 |
| Home inspectors | 56 | #82 of 243 | 6 | 0.4 | Index only | 123 | 7 |
| Salons, barbers and spas | 56 | #132 of 387 | 570 | 41.9 | $241K | 113 | 158 |
| Laundromats | 56 | #140 of 364 | 17 | 1.2 | $16M | 128 | 11 |
| Restaurants and cafes | 56 | #150 of 387 | 1,510 | 110.9 | $357K | 96 | 540 |
| Barbershops | 55 | #151 of 387 | 61 | 4.5 | $2.2M | 119 | 9 |
| Grocery stores | 55 | #166 of 387 | 86 | 6.3 | $9.7M | 104 | 46 |
| Optometrists and eye care | 54 | #164 of 386 | 79 | 5.8 | $2.5M | 79 | 16 |
| Real estate | 53 | #152 of 387 | 368 | 27.0 | Index only | 121 | 193 |
| Gyms | 53 | #157 of 387 | 91 | 6.7 | $1.4M | 105 | 50 |
| Mortgage brokers and lenders | 53 | #159 of 373 | 45 | 3.3 | Index only | 110 | 12 |
| Pet stores | 53 | #167 of 382 | 25 | 1.8 | $4.7M | 103 | 11 |
| Real estate agents and brokers | 52 | #161 of 387 | 276 | 20.3 | Index only | 129 | 114 |
| Sit-down restaurants | 52 | #170 of 387 | 751 | 55.2 | $717K | 108 | 257 |
| Spas and skin care | 52 | #171 of 387 | 136 | 10.0 | $1M | 115 | 36 |
| Doctors, dentists and clinics | 51 | #191 of 387 | 1,681 | 123.5 | $116K | 76 | 371 |
| Hair salons | 50 | #182 of 387 | 318 | 23.4 | $432K | 100 | 87 |
| Home repair trades | 50 | #195 of 387 | 179 | 13.2 | $2.1M | 86 | 201 |
| Electricians | 50 | #197 of 383 | 38 | 2.8 | $9.9M | 82 | 69 |
| House cleaning | 49 | #189 of 375 | 23 | 1.7 | $7.4M | 116 | 89 |
| Property management | 48 | #208 of 374 | 41 | 3.0 | Index only | 85 | 37 |
| Veterinarians | 46 | #223 of 384 | 47 | 3.5 | $2.5M | 92 | 40 |
| Pet grooming and boarding | 46 | #236 of 386 | 65 | 4.8 | $1.8M | 71 | 23 |
| Lawn, cleaning and pest control | 44 | #221 of 387 | 116 | 8.5 | $1.5M | 87 | 221 |
| Pet businesses | 44 | #246 of 387 | 166 | 12.2 | $705K | 80 | 74 |
| HVAC and plumbing | 43 | #252 of 387 | 98 | 7.2 | $3.8M | 81 | 111 |
| Oil change and quick lube | 40 | #204 of 290 | 16 | 1.2 | $9.3M | 68 | 15 |
| Landscaping and lawn care | 40 | #253 of 385 | 78 | 5.7 | $2.2M | 74 | 124 |
| Gas stations | 40 | #266 of 387 | 186 | 13.7 | $2M | 85 | 141 |
| Yoga, Pilates and fitness studios | 38 | #279 of 347 | 35 | 2.6 | $3.5M | 87 | 50 |
| Chiropractors | 34 | #327 of 386 | 123 | 9.0 | $1.6M | 66 | 64 |
| Insurance agencies | 33 | #290 of 387 | 206 | 15.1 | $1.1M | 88 | 150 |
| Funeral homes | 30 | #310 of 377 | 34 | 2.5 | $527K | 78 | 23 |
Household spending in the Green Bay 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 | $149.3M | $1,097 | 114 |
| Gasoline and other fuels | $376.8M | $2,769 | 107 |
| Food away from home | $538.8M | $3,959 | 97 |
| Groceries | $832.6M | $6,118 | 97 |
| Personal care products and services | $137.2M | $1,008 | 100 |
| Child care and other personal services | $56.4M | $415 | 71 |
| Memberships, classes and admissions | $124.2M | $913 | 93 |
| Medical and dental services | $195.4M | $1,436 | 111 |
| Pets | $117M | $860 | 95 |
| Clothing, shoes and related services | $271.4M | $1,994 | 97 |
| Vehicle insurance | $228.5M | $1,679 | 86 |
| Home repairs, maintenance and insurance | $375.6M | $2,759 | 91 |
| Lawn care, cleaning and other household services | $169.9M | $1,249 | 88 |
| Rent and homeowner costs | $1.9B | $14,218 | 85 |
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 Green Bay metro area
- Population, 2025 estimate
- 336,756+2.5% since 2020
- Households
- 136,101
- Median age
- 40.4
- Homes lived in by their owners
- 70%
- Vehicles per household
- 1.9
- Land area
- 1,870 sq. mi.
- People per square mile
- 177
- Median household income
- $79,267+27.0% vs. 2015–2019, before inflation
- Average household income
- $101,173
- Median home value
- $257,300
- Jobs located here
- 173,676
- Daytime population
- 339,683Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Green Bay 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 Green Bay 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 Green Bay metro area 3
- Brown County, WI270,892 people
- Oconto County, WI39,589 people
- Kewaunee County, WI20,664 people
Other markets based in Wisconsin 12
- Milwaukee-Waukesha, WI metro area1,568,938 people
- Madison, WI metro area691,830 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
- Fond du Lac, WI metro area104,137 people
Questions
How fast is the Green Bay, WI metro area growing?
Population estimates put the Green Bay metro area at 336,756 people in 2025, up 2.5% since 2020, slower than the U.S. (+3.1%). It has 136,101 households. Median household income rose 27.0% from the 2015–2019 survey, before inflation.
How much do households in the Green Bay, WI metro area spend?
Households in the Green Bay metro area spend about $1.9B a year on rent and homeowner costs, $832.6M on groceries and $538.8M on food away from home. Set against the U.S., households in the Green Bay metro area spend the most on vehicle maintenance and repairs (an index of 114, where 100 is the U.S. average) and the least on child care and other personal services (71).
Which business types have the highest market scores in the Green Bay, WI metro area?
The highest Groundwork market scores in the Green Bay metro area are for dry cleaners (80), tire shops (77) and physical therapy clinics (76). The Green Bay metro area ranks #11 of 272 scored metro areas for dry cleaners.
How does the Green Bay, WI metro area compare with the U.S.?
The median household income in the Green Bay metro area is $79,267 a year, 2% below the U.S. median of $80,734. The population rose 2.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $257,300, against $332,700 for the U.S. For its number of households, the Green Bay metro area has the most map listings, relative to the U.S., for oil change and quick-lube shops (71% above the U.S. rate) and the fewest for nail salons (42% 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. All 56 business types have a score in the Green Bay 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 Green Bay 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.
All markets in Wisconsin · Every U.S. market · How we measure
Screening a site or an acquisition in the Green Bay 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 Green Bay 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.