Metro area profile · Wisconsin
La Crosse-Onalaska, WI-MN metro area market data
Population, household spending and competition for 56 business types in the La Crosse-Onalaska metro area, each scored against other metro areas.
- Population, 2025
- 171,182
- +0.4% since 2020
- Households
- 72,055
- Median household income
- $73,340
- Median home value
- $247,400
- Jobs located here
- 86,774
- Highest market score
- 80
- Primary care and pediatrics, #19 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the La Crosse-Onalaska metro area by name and distance, and the households and spending within reach. Or open the report at the center of the La Crosse-Onalaska 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
An estimated 171,182 people live in the La Crosse-Onalaska metro area, in 72,055 households. Population estimates show the La Crosse-Onalaska metro area grew 0.4% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in the La Crosse-Onalaska metro area is $73,340 a year, 9% below the U.S. median of $80,734.
Set against the U.S., households in the La Crosse-Onalaska metro area 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 (69).
The highest Groundwork market scores in the La Crosse-Onalaska metro area are for primary care and pediatric clinics (80), medical and dental practices (77) and car washes and detailers (76). The La Crosse-Onalaska metro area ranks #19 of 387 scored metro areas for primary care and pediatric clinics.
The La Crosse-Onalaska metro area takes in 3 counties: La Crosse County, WI; Vernon County, WI; and Houston County, MN. For its number of households, the La Crosse-Onalaska metro area has the most map listings, relative to the U.S., for funeral homes (2.2 times the U.S. rate) and the fewest for barbershops (66% below the U.S. rate).
All 56 business types in the La Crosse-Onalaska metro area
Highest Groundwork market score first. Each score compares the La Crosse-Onalaska 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 |
|---|---|---|---|---|---|---|---|
| Primary care and pediatrics | 80 | #19 of 387 | 23 | 3.2 | $4.4M | 246 | 27 |
| Doctors, dentists and clinics | 77 | #23 of 387 | 387 | 53.7 | $260K | 170 | 176 |
| Car washes and detailing | 76 | #18 of 387 | 23 | 3.2 | $3.3M | 131 | 3 |
| Tire shops | 76 | #25 of 386 | 16 | 2.2 | $4.7M | 190 | 7 |
| Fast food and sandwich shops | 71 | #64 of 387 | 74 | 10.3 | $3.7M | 122 | 107 |
| Physical therapy | 70 | #53 of 386 | 23 | 3.2 | $4.4M | 182 | 25 |
| Optometrists and eye care | 67 | #65 of 386 | 19 | 2.6 | $5.3M | 169 | 12 |
| Nail salons | 66 | #66 of 387 | 30 | 4.2 | $2.4M | 141 | 7 |
| Pizza | 65 | #91 of 387 | 48 | 6.7 | $5.8M | 113 | 107 |
| Auto repair and car care | 63 | #94 of 387 | 239 | 33.2 | $318K | 118 | 101 |
| Mortgage brokers and lenders | 62 | #81 of 373 | 13 | 1.8 | Index only | 198 | 5 |
| Sit-down restaurants | 62 | #99 of 387 | 325 | 45.1 | $850K | 128 | 124 |
| Restaurants and cafes | 62 | #114 of 387 | 684 | 94.9 | $404K | 109 | 279 |
| Pest control | 60 | #106 of 345 | 6 | 0.8 | $14.6M | 143 | 6 |
| Barbershops | 60 | #108 of 387 | 13 | 1.8 | $5.4M | 288 | 5 |
| Gas stations | 58 | #138 of 387 | 50 | 6.9 | $3.8M | 161 | 61 |
| Clothing, shoes and laundry | 58 | #143 of 387 | 142 | 19.7 | $987K | 112 | 50 |
| Spas and skin care | 57 | #119 of 387 | 65 | 9.0 | $1.1M | 124 | 14 |
| Clothing and shoe stores | 57 | #160 of 387 | 104 | 14.4 | $1.3M | 106 | 40 |
| Martial arts and dance studios | 56 | #128 of 387 | 28 | 3.9 | $2.2M | 111 | 15 |
| Salons, barbers and spas | 56 | #129 of 387 | 280 | 38.9 | $252K | 118 | 71 |
| Bakeries and dessert shops | 56 | #145 of 387 | 47 | 6.5 | $5.9M | 142 | 52 |
| Grocery stores | 55 | #162 of 387 | 42 | 5.8 | $10.3M | 111 | 23 |
| Dentists and orthodontists | 54 | #156 of 387 | 86 | 11.9 | $1.2M | 119 | 65 |
| Grocery and convenience stores | 53 | #183 of 387 | 142 | 19.7 | $3M | 90 | 23 |
| Laundromats | 50 | #181 of 364 | 12 | 1.7 | $11.7M | 93 | 3 |
| Collision repair and body shops | 50 | #204 of 381 | 27 | 3.7 | $2.8M | 91 | 14 |
| Auto repair shops | 49 | #207 of 387 | 154 | 21.4 | $493K | 111 | 86 |
| Hair salons | 45 | #232 of 387 | 166 | 23.0 | $425K | 99 | 43 |
| Convenience stores | 44 | #235 of 387 | 60 | 8.3 | $7.2M | 91 | Under 3 |
| Roofing and gutters | 43 | #248 of 381 | 22 | 3.1 | $8.8M | 104 | 17 |
| Coffee shops and cafes | 41 | #268 of 387 | 74 | 10.3 | $3.7M | 101 | 45 |
| Veterinarians | 39 | #261 of 384 | 24 | 3.3 | $2.5M | 92 | 22 |
| Real estate | 38 | #298 of 387 | 225 | 31.2 | Index only | 103 | 119 |
| Pet grooming and boarding | 37 | #295 of 386 | 34 | 4.7 | $1.8M | 69 | 13 |
| Property management | 37 | #295 of 374 | 22 | 3.1 | Index only | 82 | 25 |
| Lawn, cleaning and pest control | 36 | #294 of 387 | 63 | 8.7 | $1.4M | 83 | 114 |
| Landscaping and lawn care | 35 | #278 of 385 | 39 | 5.4 | $2.3M | 77 | 69 |
| HVAC and plumbing | 35 | #306 of 387 | 48 | 6.7 | $4M | 85 | 64 |
| Gyms, studios and classes | 35 | #321 of 387 | 114 | 15.8 | $550K | 83 | 44 |
| Pet businesses | 34 | #309 of 387 | 86 | 11.9 | $697K | 79 | 42 |
| Home repair trades | 33 | #332 of 387 | 102 | 14.2 | $1.9M | 78 | 122 |
| Child care and preschools | 32 | #317 of 387 | 39 | 5.4 | $735K | 73 | 40 |
| Real estate agents and brokers | 31 | #365 of 387 | 185 | 25.7 | Index only | 99 | 78 |
| Home inspectors | 30 | #213 of 243 | 5 | 0.7 | Index only | 76 | Under 3 |
| House cleaning | 30 | #334 of 375 | 18 | 2.5 | $4.9M | 76 | 39 |
| Pet stores | 29 | #335 of 382 | 17 | 2.4 | $3.5M | 78 | 7 |
| Gyms | 29 | #351 of 387 | 65 | 9.0 | $964K | 74 | 29 |
| Electricians | 27 | #354 of 383 | 32 | 4.4 | $6.1M | 50 | 41 |
| Yoga, Pilates and fitness studios | 25 | #335 of 347 | 21 | 2.9 | $3M | 74 | 29 |
| Chiropractors | 23 | #372 of 386 | 78 | 10.8 | $1.3M | 54 | 47 |
| Insurance agencies | 21 | #359 of 387 | 116 | 16.1 | $1M | 80 | 87 |
| Funeral homes | 19 | #364 of 377 | 33 | 4.6 | $317K | 47 | 17 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.3 | $38M | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.1 | $140.2M | Too few | 7 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the La Crosse-Onalaska 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 | $75.9M | $1,054 | 110 |
| Gasoline and other fuels | $192.4M | $2,670 | 103 |
| Food away from home | $276.2M | $3,833 | 94 |
| Groceries | $432.1M | $5,997 | 95 |
| Personal care products and services | $70.5M | $979 | 97 |
| Child care and other personal services | $28.7M | $398 | 69 |
| Memberships, classes and admissions | $62.7M | $870 | 88 |
| Medical and dental services | $100.6M | $1,396 | 108 |
| Pets | $59.9M | $832 | 91 |
| Clothing, shoes and related services | $140.2M | $1,946 | 95 |
| Vehicle insurance | $116.6M | $1,618 | 83 |
| Home repairs, maintenance and insurance | $193.8M | $2,690 | 89 |
| Lawn care, cleaning and other household services | $87.8M | $1,218 | 86 |
| Rent and homeowner costs | $1B | $13,906 | 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 La Crosse-Onalaska metro area
- Population, 2025 estimate
- 171,182+0.4% since 2020
- Households
- 72,055
- Median age
- 40.6
- Homes lived in by their owners
- 68%
- Vehicles per household
- 1.8
- Land area
- 1,796 sq. mi.
- People per square mile
- 95
- Median household income
- $73,340
- Average household income
- $96,598
- Median home value
- $247,400
- Jobs located here
- 86,774
- Daytime population
- 175,958Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the La Crosse-Onalaska 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 La Crosse-Onalaska 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 La Crosse-Onalaska metro area 3
- La Crosse County, WI120,488 people
- Vernon County, WI31,049 people
- Houston County, MN18,653 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
- 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 La Crosse-Onalaska, WI-MN metro area growing?
Population estimates put the La Crosse-Onalaska metro area at 171,182 people in 2025, up 0.4% since 2020, slower than the U.S. (+3.1%). It has 72,055 households.
How much do households in the La Crosse-Onalaska, WI-MN metro area spend?
Households in the La Crosse-Onalaska metro area spend about $1B a year on rent and homeowner costs, $432.1M on groceries and $276.2M on food away from home. Relative to the U.S., household spending in the La Crosse-Onalaska metro area 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 (69).
Which business types have the highest market scores in the La Crosse-Onalaska, WI-MN metro area?
Of the business types scored in the La Crosse-Onalaska metro area, primary care and pediatric clinics (80), medical and dental practices (77) and car washes and detailers (76) have the highest Groundwork market scores. For primary care and pediatric clinics, that ranks #19 of 387 scored metro areas.
How does the La Crosse-Onalaska, WI-MN metro area compare with the U.S.?
Median household income in the La Crosse-Onalaska metro area is $73,340, 9% below the U.S. median of $80,734. The population rose 0.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $247,400, against $332,700 for the U.S. Against the U.S., map listings per household run highest for funeral homes (2.2 times the U.S. rate) and lowest for barbershops (66% 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. 53 of the 56 business types have a score in the La Crosse-Onalaska 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 La Crosse-Onalaska 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 La Crosse-Onalaska 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 La Crosse-Onalaska 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.