County profile · Wisconsin
Manitowoc County, WI market data
How Manitowoc County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- 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
- 78
- Tire shops, #124 of 1,530 scored counties
A site report maps the competitors on map listings around any address in Manitowoc County by name and distance, and the households and spending within reach. Or open the report at the center of Manitowoc 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
Manitowoc County has an estimated 81,710 people and 35,188 households. Between 2020 and 2025, the population of Manitowoc County grew 0.4%, slower than the U.S. (+3.1%). Median household income in Manitowoc County is $69,148, 14% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.1%, before inflation.
Relative to the U.S., household spending in Manitowoc County 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).
Of the business types scored in Manitowoc County, tire shops (78), car washes and detailers (77) and clothing and shoe stores (75) have the highest Groundwork market scores. For tire shops, that ranks #124 of 1,530 scored counties.
Manitowoc County is part of the Manitowoc area. 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).
All 56 business types in Manitowoc County
Highest Groundwork market score first. Each score compares Manitowoc 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 |
|---|---|---|---|---|---|---|---|
| Tire shops | 78 | #124 of 1,530 | 9 | 2.6 | $4.2M | 170 | 3 |
| Car washes and detailing | 77 | #92 of 1,451 | 10 | 2.8 | $3.8M | 152 | 3 |
| Clothing and shoe stores | 75 | #230 of 2,087 | 21 | 6.0 | $3.1M | 244 | 5 |
| Clothing, shoes and laundry | 74 | #265 of 2,210 | 35 | 9.9 | $1.9M | 211 | 5 |
| Collision repair and body shops | 70 | #210 of 1,327 | 8 | 2.3 | $4.8M | 155 | 8 |
| Nail salons | 69 | #158 of 1,328 | 6 | 1.7 | $5.5M | 330 | Under 3 |
| Child care and preschools | 69 | #275 of 1,611 | 8 | 2.3 | $1.6M | 155 | 9 |
| Pizza | 69 | #342 of 2,090 | 22 | 6.3 | $5.8M | 115 | 41 |
| Fast food and sandwich shops | 68 | #437 of 2,222 | 36 | 10.2 | $3.6M | 117 | 41 |
| Gyms | 67 | #293 of 1,792 | 19 | 5.4 | $1.4M | 111 | 5 |
| Dentists and orthodontists | 67 | #352 of 1,886 | 31 | 8.8 | $1.5M | 155 | 18 |
| Spas and skin care | 65 | #352 of 1,769 | 19 | 5.4 | $1.7M | 199 | Under 3 |
| Primary care and pediatrics | 65 | #367 of 1,656 | 18 | 5.1 | $2.6M | 147 | 38 |
| Coffee shops and cafes | 65 | #430 of 2,063 | 26 | 7.4 | $4.9M | 133 | 12 |
| Grocery stores | 64 | #568 of 2,070 | 19 | 5.4 | $10.9M | 117 | 11 |
| Grocery and convenience stores | 64 | #643 of 2,402 | 68 | 19.3 | $3M | 90 | 11 |
| Barbershops | 63 | #383 of 1,356 | 11 | 3.1 | $3M | 159 | Under 3 |
| Martial arts and dance studios | 61 | #354 of 1,334 | 12 | 3.4 | $2.3M | 113 | 6 |
| Physical therapy | 61 | #422 of 1,422 | 22 | 6.3 | $2.1M | 89 | 4 |
| Auto repair and car care | 61 | #696 of 2,401 | 121 | 34.4 | $316K | 118 | 50 |
| Veterinarians | 58 | #537 of 1,485 | 10 | 2.8 | $2.8M | 102 | 8 |
| Real estate agents and brokers | 58 | #636 of 2,176 | 40 | 11.4 | Index only | 217 | 17 |
| Gyms, studios and classes | 58 | #683 of 2,088 | 38 | 10.8 | $722K | 109 | 11 |
| Convenience stores | 58 | #823 of 2,261 | 27 | 7.7 | $7.6M | 97 | Under 3 |
| Bakeries and dessert shops | 57 | #656 of 1,889 | 27 | 7.7 | $4.8M | 115 | 15 |
| Salons, barbers and spas | 57 | #781 of 2,385 | 113 | 32.1 | $293K | 138 | 25 |
| Roofing and gutters | 56 | #442 of 1,177 | 8 | 2.3 | $11.4M | 134 | 6 |
| Lawn, cleaning and pest control | 55 | #677 of 1,771 | 21 | 6.0 | $2M | 117 | 36 |
| Auto repair shops | 55 | #943 of 2,378 | 75 | 21.3 | $510K | 115 | 41 |
| Yoga, Pilates and fitness studios | 54 | #312 of 777 | 7 | 2.0 | $3.9M | 96 | 5 |
| Optometrists and eye care | 54 | #587 of 1,302 | 15 | 4.3 | $3.1M | 100 | Under 3 |
| Real estate | 53 | #909 of 2,229 | 54 | 15.3 | Index only | 202 | 34 |
| Chiropractors | 52 | #675 of 1,490 | 19 | 5.4 | $2.5M | 104 | 12 |
| Gas stations | 52 | #1,066 of 2,358 | 44 | 12.5 | $2.2M | 94 | 37 |
| Property management | 51 | #424 of 910 | 8 | 2.3 | Index only | 107 | 5 |
| Restaurants and cafes | 51 | #1,158 of 2,405 | 353 | 100.3 | $364K | 98 | 124 |
| Sit-down restaurants | 49 | #1,206 of 2,405 | 162 | 46.0 | $793K | 119 | 69 |
| Landscaping and lawn care | 47 | #791 of 1,493 | 18 | 5.1 | $2.3M | 78 | 22 |
| Doctors, dentists and clinics | 47 | #1,344 of 2,394 | 301 | 85.5 | $157K | 103 | 72 |
| Pet grooming and boarding | 46 | #829 of 1,461 | 18 | 5.1 | $1.5M | 60 | 5 |
| Home repair trades | 45 | #1,275 of 2,057 | 42 | 11.9 | $2.2M | 89 | 52 |
| Hair salons | 45 | #1,428 of 2,339 | 77 | 21.9 | $429K | 100 | 21 |
| Funeral homes | 43 | #902 of 1,472 | 15 | 4.3 | $362K | 53 | 7 |
| HVAC and plumbing | 43 | #1,098 of 1,707 | 23 | 6.5 | $4M | 83 | 28 |
| Pet businesses | 43 | #1,398 of 2,200 | 46 | 13.1 | $602K | 69 | 17 |
| Pet stores | 42 | #613 of 974 | 6 | 1.7 | $4.6M | 102 | 4 |
| Electricians | 40 | #825 of 1,160 | 11 | 3.1 | $8.3M | 69 | 18 |
| Insurance agencies | 38 | #1,526 of 2,272 | 44 | 12.5 | $1.4M | 108 | 34 |
| Laundromats | 33 | #575 of 785 | 7 | 2.0 | $9.3M | 74 | Under 3 |
| 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 Manitowoc 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 | $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 Manitowoc County
- 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 Manitowoc 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 Manitowoc County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
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Questions
How fast is Manitowoc County, WI growing?
Population estimates put Manitowoc County at 81,710 people in 2025, up 0.4% since 2020, slower than the U.S. (+3.1%). It has 35,188 households. Median household income rose 22.1% from the 2015–2019 survey, before inflation.
How much do households in Manitowoc County, WI spend?
Households in Manitowoc County spend about $473.4M a year on rent and homeowner costs, $206.3M on groceries and $128.5M on food away from home. Set against the U.S., households in Manitowoc County 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).
Which business types have the highest market scores in Manitowoc County, WI?
The highest Groundwork market scores in Manitowoc County are for tire shops (78), car washes and detailers (77) and clothing and shoe stores (75). Manitowoc County ranks #124 of 1,530 scored counties for tire shops.
How does Manitowoc County, WI compare with the U.S.?
The median household income in Manitowoc County is $69,148 a year, 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. For its number of households, Manitowoc County 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).
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. 49 of the 56 business types have a score in Manitowoc 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 Manitowoc 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 Manitowoc 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 Manitowoc 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.