Metro area profile · Wisconsin
Madison, WI metro area market data
How the Madison metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 709,685
- +4.1% since 2020
- Households
- 301,580
- Median household income
- $88,804
- +22.7% vs. 2015–2019, before inflation
- Median home value
- $372,400
- Jobs located here
- 417,554
- Highest market score
- 91
- Urgent care and walk-in clinics, #2 of 197 scored metro areas
A site report maps the competitors on map listings around any address in the Madison metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Madison 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 Madison metro area has an estimated 709,685 people and 301,580 households. Population estimates show the Madison metro area grew 4.1% from 2020 to 2025, faster than the U.S. (+3.1%). Median household income in the Madison metro area is $88,804, 10% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.7%, before inflation.
Relative to the U.S., household spending in the Madison metro area runs highest on medical and dental services (an index of 120, where 100 is the U.S. average) and lowest on vehicle insurance (77).
Of the business types scored in the Madison metro area, urgent care and walk-in clinics (91), dentists and orthodontists (87) and primary care and pediatric clinics (85) have the highest Groundwork market scores. For urgent care and walk-in clinics, that ranks #2 of 197 scored metro areas.
The Madison metro area takes in 4 counties: Dane County, Columbia County, Green County and Iowa County. Against the U.S., map listings per household run highest for chiropractors (43% above the U.S. rate) and lowest for barbershops (45% below the U.S. rate).
All 56 business types in the Madison metro area
Highest Groundwork market score first. Each score compares the Madison 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 |
|---|---|---|---|---|---|---|---|
| Urgent care and walk-in clinics | 91 | #2 of 197 | 6 | 0.2 | $77.8M | 317 | 6 |
| Dentists and orthodontists | 87 | #1 of 387 | 308 | 10.2 | $1.5M | 154 | 203 |
| Primary care and pediatrics | 85 | #10 of 387 | 184 | 6.1 | $2.5M | 142 | 191 |
| Tire shops | 84 | #3 of 386 | 65 | 2.2 | $4.7M | 189 | 24 |
| Dry cleaners | 83 | #6 of 272 | 26 | 0.9 | $25.3M | 161 | 12 |
| Convenience stores | 83 | #10 of 387 | 198 | 6.6 | $9.8M | 124 | 12 |
| Clothing, shoes and laundry | 82 | #16 of 387 | 526 | 17.4 | $1.2M | 142 | 202 |
| Fast food and sandwich shops | 82 | #19 of 387 | 354 | 11.7 | $3.7M | 121 | 510 |
| Auto repair and car care | 81 | #7 of 387 | 872 | 28.9 | $353K | 131 | 348 |
| HVAC and plumbing | 80 | #10 of 387 | 156 | 5.2 | $5.8M | 121 | 186 |
| Clothing and shoe stores | 80 | #21 of 387 | 360 | 11.9 | $1.8M | 144 | 183 |
| Collision repair and body shops | 79 | #12 of 381 | 65 | 2.2 | $4.7M | 153 | 59 |
| Pizza | 78 | #18 of 387 | 219 | 7.3 | $6M | 117 | 510 |
| Car washes and detailing | 77 | #13 of 387 | 91 | 3.0 | $3.4M | 134 | 35 |
| Auto repair shops | 77 | #22 of 387 | 535 | 17.7 | $575K | 129 | 264 |
| Laundromats | 77 | #30 of 364 | 46 | 1.5 | $14.3M | 114 | 7 |
| Physical therapy | 75 | #29 of 386 | 151 | 5.0 | $3.1M | 129 | 102 |
| Grocery and convenience stores | 74 | #38 of 387 | 534 | 17.7 | $3.6M | 107 | 116 |
| Restaurants and cafes | 74 | #39 of 387 | 3,057 | 101.4 | $426K | 115 | 1,302 |
| Grocery stores | 74 | #42 of 387 | 162 | 5.4 | $11.9M | 128 | 104 |
| Doctors, dentists and clinics | 73 | #41 of 387 | 3,095 | 102.6 | $151K | 99 | 694 |
| Home repair trades | 72 | #29 of 387 | 347 | 11.5 | $2.6M | 107 | 424 |
| Nail salons | 70 | #38 of 387 | 157 | 5.2 | $2.1M | 125 | 39 |
| Barbershops | 70 | #46 of 387 | 87 | 2.9 | $3.8M | 200 | 25 |
| Optometrists and eye care | 70 | #47 of 386 | 139 | 4.6 | $3.4M | 107 | 43 |
| Bakeries and dessert shops | 69 | #44 of 387 | 244 | 8.1 | $5.3M | 129 | 208 |
| Sit-down restaurants | 69 | #56 of 387 | 1,574 | 52.2 | $828K | 125 | 601 |
| Mortgage brokers and lenders | 66 | #55 of 373 | 95 | 3.2 | Index only | 123 | 22 |
| Home inspectors | 65 | #44 of 243 | 18 | 0.6 | Index only | 97 | 12 |
| Pest control | 65 | #71 of 345 | 38 | 1.3 | $10.7M | 105 | 26 |
| Oil change and quick lube | 64 | #71 of 290 | 22 | 0.7 | $14M | 102 | 20 |
| Roofing and gutters | 63 | #90 of 381 | 110 | 3.6 | $8.2M | 97 | 52 |
| Gas stations | 62 | #110 of 387 | 238 | 7.9 | $3.2M | 134 | 229 |
| Spas and skin care | 61 | #89 of 387 | 312 | 10.3 | $1.1M | 120 | 78 |
| Salons, barbers and spas | 59 | #97 of 387 | 1,424 | 47.2 | $231K | 108 | 378 |
| Electricians | 58 | #132 of 383 | 81 | 2.7 | $11.1M | 92 | 186 |
| Coffee shops and cafes | 55 | #155 of 387 | 355 | 11.8 | $3.7M | 99 | 186 |
| Gyms | 54 | #149 of 387 | 253 | 8.4 | $1.3M | 99 | 159 |
| Gyms, studios and classes | 51 | #179 of 387 | 506 | 16.8 | $642K | 97 | 298 |
| Pet grooming and boarding | 51 | #192 of 386 | 122 | 4.0 | $2.3M | 92 | 85 |
| Funeral homes | 49 | #181 of 377 | 50 | 1.7 | $704K | 104 | 35 |
| Martial arts and dance studios | 49 | #197 of 387 | 172 | 5.7 | $1.9M | 94 | 139 |
| Pet stores | 49 | #200 of 382 | 70 | 2.3 | $4.1M | 90 | 29 |
| Hair salons | 48 | #207 of 387 | 841 | 27.9 | $390K | 91 | 230 |
| Real estate | 47 | #214 of 387 | 1,054 | 34.9 | Index only | 100 | 648 |
| Yoga, Pilates and fitness studios | 46 | #203 of 347 | 81 | 2.7 | $4M | 99 | 159 |
| Chiropractors | 46 | #218 of 386 | 231 | 7.7 | $2M | 84 | 149 |
| Pet businesses | 46 | #224 of 387 | 375 | 12.4 | $764K | 87 | 232 |
| Real estate agents and brokers | 45 | #235 of 387 | 832 | 27.6 | Index only | 101 | 375 |
| House cleaning | 45 | #236 of 375 | 72 | 2.4 | $5.6M | 88 | 204 |
| Landscaping and lawn care | 43 | #230 of 385 | 202 | 6.7 | $2M | 69 | 302 |
| Lawn, cleaning and pest control | 43 | #235 of 387 | 312 | 10.3 | $1.3M | 78 | 532 |
| Veterinarians | 40 | #258 of 384 | 136 | 4.5 | $2.1M | 77 | 118 |
| Child care and preschools | 40 | #264 of 387 | 188 | 6.2 | $798K | 80 | 242 |
| Property management | 39 | #279 of 374 | 109 | 3.6 | Index only | 75 | 185 |
| Insurance agencies | 33 | #293 of 387 | 445 | 14.8 | $1M | 82 | 295 |
Household spending in the Madison 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 | $307.4M | $1,019 | 106 |
| Gasoline and other fuels | $759.4M | $2,518 | 97 |
| Food away from home | $1.3B | $4,321 | 106 |
| Groceries | $1.9B | $6,406 | 101 |
| Personal care products and services | $328.4M | $1,089 | 108 |
| Child care and other personal services | $150M | $498 | 86 |
| Memberships, classes and admissions | $325M | $1,078 | 110 |
| Medical and dental services | $466.9M | $1,548 | 120 |
| Pets | $286.4M | $950 | 104 |
| Clothing, shoes and related services | $656.9M | $2,178 | 106 |
| Vehicle insurance | $457.2M | $1,516 | 77 |
| Home repairs, maintenance and insurance | $899.4M | $2,982 | 99 |
| Lawn care, cleaning and other household services | $406.7M | $1,348 | 95 |
| Rent and homeowner costs | $4.6B | $15,129 | 91 |
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 Madison metro area
- Population, 2025 estimate
- 709,685+4.1% since 2020
- Households
- 301,580
- Median age
- 39.0
- Homes lived in by their owners
- 60%
- Vehicles per household
- 1.7
- Land area
- 3,309 sq. mi.
- People per square mile
- 209
- Median household income
- $88,804+22.7% vs. 2015–2019, before inflation
- Average household income
- $116,647
- Median home value
- $372,400
- Jobs located here
- 417,554
- Daytime population
- 747,946Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Madison 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 Madison 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 Madison metro area 4
- Dane County, WI572,674 people
- Columbia County, WI58,272 people
- Green County, WI37,017 people
- Iowa County, WI23,867 people
Other markets based in Wisconsin 12
- Milwaukee-Waukesha, WI metro area1,568,938 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
- Fond du Lac, WI metro area104,137 people
Questions
How fast is the Madison, WI metro area growing?
Population estimates put the Madison metro area at 709,685 people in 2025, up 4.1% since 2020, faster than the U.S. (+3.1%). It has 301,580 households. Median household income rose 22.7% from the 2015–2019 survey, before inflation.
How much do households in the Madison, WI metro area spend?
Households in the Madison metro area spend about $4.6B a year on rent and homeowner costs, $1.9B on groceries and $1.3B on food away from home. Set against the U.S., households in the Madison metro area spend the most on medical and dental services (an index of 120, where 100 is the U.S. average) and the least on vehicle insurance (77).
Which business types have the highest market scores in the Madison, WI metro area?
The highest Groundwork market scores in the Madison metro area are for urgent care and walk-in clinics (91), dentists and orthodontists (87) and primary care and pediatric clinics (85). The Madison metro area ranks #2 of 197 scored metro areas for urgent care and walk-in clinics.
How does the Madison, WI metro area compare with the U.S.?
The median household income in the Madison metro area is $88,804 a year, 10% above the U.S. median of $80,734. The population rose 4.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $372,400, against $332,700 for the U.S. For its number of households, the Madison metro area has the most map listings, relative to the U.S., for chiropractors (43% above the U.S. rate) and the fewest for barbershops (45% 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 Madison 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 Madison 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 Madison 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 Madison 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.