Small-town market profile · Wisconsin
Manitowoc, WI area market data
Population, household spending and competition for 56 business types in the Manitowoc area, each scored against other small-town markets.
- Population, 2025
- 81,710
- +0.4% since 2020
- Households
- 35,188
- Median household income
- $69,148
- +22.1% vs. 2015–2019, before inflation
- Median home value
- $186,900
- Jobs located here
- 33,176
- Highest market score
- 82
- Clothing and shoe stores, #19 of 536 scored small-town markets
A site report maps the competitors on map listings around any address in the Manitowoc area by name and distance, and the households and spending within reach. Or open the report at the center of the Manitowoc 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 81,710 people live in the Manitowoc area, in 35,188 households. Population estimates show the Manitowoc area grew 0.4% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in the Manitowoc area is $69,148 a year, 14% below the U.S. median of $80,734. That rose 22.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Manitowoc area spend the most on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and the least on child care and other personal services (61).
The highest Groundwork market scores in the Manitowoc area are for clothing and shoe stores (82); tire shops (81); and clothing, shoe and laundry businesses (81). The Manitowoc area ranks #19 of 536 scored small-town markets for clothing and shoe stores.
The Manitowoc area is made up of one county, Manitowoc County. For its number of households, the Manitowoc area has the most map listings, relative to the U.S., for funeral homes (2.1 times the U.S. rate) and the fewest for real estate agents and brokers (63% below the U.S. rate).
All 56 business types in the Manitowoc area
Highest Groundwork market score first. Each score compares the Manitowoc 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 |
|---|---|---|---|---|---|---|---|
| Clothing and shoe stores | 82 | #19 of 536 | 21 | 6.0 | $3.1M | 244 | 5 |
| Tire shops | 81 | #19 of 431 | 9 | 2.6 | $4.2M | 170 | 3 |
| Clothing, shoes and laundry | 81 | #27 of 536 | 35 | 9.9 | $1.9M | 211 | 5 |
| Car washes and detailing | 79 | #19 of 441 | 10 | 2.8 | $3.8M | 152 | 3 |
| Nail salons | 78 | #14 of 387 | 6 | 1.7 | $5.5M | 330 | Under 3 |
| Pizza | 78 | #27 of 520 | 22 | 6.3 | $5.8M | 115 | 41 |
| Fast food and sandwich shops | 78 | #39 of 537 | 36 | 10.2 | $3.6M | 117 | 41 |
| Child care and preschools | 75 | #41 of 454 | 8 | 2.3 | $1.6M | 155 | 9 |
| Gyms | 74 | #30 of 506 | 19 | 5.4 | $1.4M | 111 | 5 |
| Collision repair and body shops | 74 | #42 of 387 | 8 | 2.3 | $4.8M | 155 | 8 |
| Grocery and convenience stores | 73 | #51 of 538 | 68 | 19.3 | $3M | 90 | 11 |
| Spas and skin care | 72 | #47 of 504 | 19 | 5.4 | $1.7M | 199 | Under 3 |
| Barbershops | 72 | #57 of 377 | 11 | 3.1 | $3M | 159 | Under 3 |
| Coffee shops and cafes | 71 | #54 of 529 | 26 | 7.4 | $4.9M | 133 | 12 |
| Grocery stores | 71 | #67 of 506 | 19 | 5.4 | $10.9M | 117 | 11 |
| Veterinarians | 70 | #63 of 398 | 10 | 2.8 | $2.8M | 102 | 8 |
| Auto repair and car care | 70 | #81 of 538 | 121 | 34.4 | $316K | 118 | 50 |
| Primary care and pediatrics | 69 | #84 of 458 | 18 | 5.1 | $2.6M | 147 | 38 |
| Dentists and orthodontists | 69 | #88 of 526 | 31 | 8.8 | $1.5M | 155 | 18 |
| Convenience stores | 67 | #110 of 529 | 27 | 7.7 | $7.6M | 97 | Under 3 |
| Yoga, Pilates and fitness studios | 66 | #14 of 112 | 7 | 2.0 | $3.9M | 96 | 5 |
| Physical therapy | 65 | #97 of 400 | 22 | 6.3 | $2.1M | 89 | 4 |
| Laundromats | 64 | #39 of 150 | 7 | 2.0 | $9.3M | 74 | Under 3 |
| Roofing and gutters | 64 | #60 of 288 | 8 | 2.3 | $11.4M | 134 | 6 |
| Optometrists and eye care | 64 | #96 of 400 | 15 | 4.3 | $3.1M | 100 | Under 3 |
| Restaurants and cafes | 64 | #135 of 538 | 353 | 100.3 | $364K | 98 | 124 |
| Pet stores | 63 | #53 of 220 | 6 | 1.7 | $4.6M | 102 | 4 |
| Martial arts and dance studios | 63 | #98 of 378 | 12 | 3.4 | $2.3M | 113 | 6 |
| Auto repair shops | 63 | #131 of 538 | 75 | 21.3 | $510K | 115 | 41 |
| Salons, barbers and spas | 62 | #118 of 538 | 113 | 32.1 | $293K | 138 | 25 |
| Bakeries and dessert shops | 62 | #120 of 507 | 27 | 7.7 | $4.8M | 115 | 15 |
| Gas stations | 62 | #142 of 536 | 44 | 12.5 | $2.2M | 94 | 37 |
| Gyms, studios and classes | 61 | #135 of 535 | 38 | 10.8 | $722K | 109 | 11 |
| Real estate agents and brokers | 60 | #132 of 533 | 40 | 11.4 | Index only | 217 | 17 |
| Property management | 59 | #56 of 180 | 8 | 2.3 | Index only | 107 | 5 |
| Sit-down restaurants | 58 | #183 of 538 | 162 | 46.0 | $793K | 119 | 69 |
| Chiropractors | 57 | #159 of 426 | 19 | 5.4 | $2.5M | 104 | 12 |
| Real estate | 56 | #175 of 536 | 54 | 15.3 | Index only | 202 | 34 |
| Electricians | 55 | #122 of 295 | 11 | 3.1 | $8.3M | 69 | 18 |
| Pet grooming and boarding | 55 | #160 of 387 | 18 | 5.1 | $1.5M | 60 | 5 |
| Lawn, cleaning and pest control | 55 | #188 of 481 | 21 | 6.0 | $2M | 117 | 36 |
| Doctors, dentists and clinics | 55 | #226 of 538 | 301 | 85.5 | $157K | 103 | 72 |
| Funeral homes | 54 | #155 of 365 | 15 | 4.3 | $362K | 53 | 7 |
| Home repair trades | 51 | #264 of 526 | 42 | 11.9 | $2.2M | 89 | 52 |
| HVAC and plumbing | 50 | #240 of 476 | 23 | 6.5 | $4M | 83 | 28 |
| Hair salons | 50 | #277 of 538 | 77 | 21.9 | $429K | 100 | 21 |
| Landscaping and lawn care | 49 | #194 of 399 | 18 | 5.1 | $2.3M | 78 | 22 |
| Pet businesses | 48 | #307 of 527 | 46 | 13.1 | $602K | 69 | 17 |
| Insurance agencies | 42 | #333 of 537 | 44 | 12.5 | $1.4M | 108 | 34 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 1.1 | Index only | 303 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 0.9 | $12.7M | 93 | 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.6 | Index only | Too few | 3 |
| House cleaning | Not scored | Not scored | 2 | 0.6 | $20.6M | Too few | 8 |
| Pest control | Not scored | Not scored | 1 | 0.3 | $41.1M | Too few | 6 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Manitowoc 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 | $38.2M | $1,086 | 113 |
| Gasoline and other fuels | $98.2M | $2,790 | 107 |
| Food away from home | $128.5M | $3,651 | 90 |
| Groceries | $206.3M | $5,863 | 93 |
| Personal care products and services | $33.1M | $940 | 94 |
| Child care and other personal services | $12.4M | $353 | 61 |
| Memberships, classes and admissions | $27.4M | $779 | 79 |
| Medical and dental services | $47.2M | $1,340 | 104 |
| Pets | $27.7M | $787 | 87 |
| Clothing, shoes and related services | $65.1M | $1,851 | 90 |
| Vehicle insurance | $59.7M | $1,696 | 87 |
| Home repairs, maintenance and insurance | $90.9M | $2,584 | 86 |
| Lawn care, cleaning and other household services | $41.1M | $1,168 | 83 |
| Rent and homeowner costs | $473.4M | $13,454 | 81 |
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 Manitowoc area
- Population, 2025 estimate
- 81,710+0.4% since 2020
- Households
- 35,188
- Median age
- 45.5
- Homes lived in by their owners
- 77%
- Vehicles per household
- 1.9
- Land area
- 589 sq. mi.
- People per square mile
- 138
- Median household income
- $69,148+22.1% vs. 2015–2019, before inflation
- Average household income
- $87,528
- Median home value
- $186,900
- Jobs located here
- 33,176
- Daytime population
- 74,436Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Manitowoc 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 Manitowoc 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 Manitowoc area 1
- Manitowoc County, WI81,406 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 Manitowoc, WI area growing?
Population estimates put the Manitowoc area at 81,710 people in 2025, up 0.4% since 2020, slower than the U.S. (+3.1%). It has 35,188 households. Against the 2015–2019 survey, median household income rose 22.1%, before inflation.
How much do households in the Manitowoc, WI area spend?
Households in the Manitowoc area spend about $473.4M a year on rent and homeowner costs, $206.3M on groceries and $128.5M on food away from home. Relative to the U.S., household spending in the Manitowoc area runs highest on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and lowest on child care and other personal services (61).
Which business types have the highest market scores in the Manitowoc, WI area?
Of the business types scored in the Manitowoc area, clothing and shoe stores (82); tire shops (81); and clothing, shoe and laundry businesses (81) have the highest Groundwork market scores. For clothing and shoe stores, that ranks #19 of 536 scored small-town markets.
How does the Manitowoc, WI area compare with the U.S.?
Median household income in the Manitowoc area is $69,148, 14% 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 $186,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for funeral homes (2.1 times the U.S. rate) and lowest for real estate agents and brokers (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 Manitowoc 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 Manitowoc 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 Manitowoc 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 Manitowoc 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.