County profile · Wisconsin
Milwaukee County, WI market data
How Milwaukee County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 924,216
- −1.5% since 2020
- Households
- 392,399
- Median household income
- $64,435
- +27.3% vs. 2015–2019, before inflation
- Median home value
- $230,700
- Jobs located here
- 496,935
- Highest market score
- 69
- Convenience stores, #448 of 2,261 scored counties
A site report maps the competitors on map listings around any address in Milwaukee County by name and distance, and the households and spending within reach. Or open the report at the center of Milwaukee 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
Milwaukee County has an estimated 924,216 people and 392,399 households. Population estimates show Milwaukee County declined 1.5% from 2020 to 2025, against +3.1% for the U.S. Median household income in Milwaukee County is $64,435, 20% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 27.3%, before inflation.
Relative to the U.S., household spending in Milwaukee County runs highest on medical and dental services (an index of 104, where 100 is the U.S. average) and lowest on child care and other personal services (65).
Of the business types scored in Milwaukee County, convenience stores (69), optometrists and eye clinics (67) and HVAC and plumbing companies (67) have the highest Groundwork market scores. For convenience stores, that ranks #448 of 2,261 scored counties.
Milwaukee County is part of the Milwaukee-Waukesha metro area. Against the U.S., map listings per household run highest for medical and dental practices (53% above the U.S. rate) and lowest for pest control companies (57% below the U.S. rate).
All 56 business types in Milwaukee County
Highest Groundwork market score first. Each score compares Milwaukee 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 |
|---|---|---|---|---|---|---|---|
| Convenience stores | 69 | #448 of 2,261 | 171 | 4.4 | $13.3M | 168 | 58 |
| Optometrists and eye care | 67 | #260 of 1,302 | 141 | 3.6 | $3.7M | 119 | 30 |
| HVAC and plumbing | 67 | #267 of 1,707 | 123 | 3.1 | $8.2M | 171 | 140 |
| Chiropractors | 66 | #303 of 1,490 | 165 | 4.2 | $3.2M | 133 | 73 |
| Home repair trades | 66 | #320 of 2,057 | 261 | 6.7 | $3.8M | 158 | 287 |
| Veterinarians | 66 | #354 of 1,485 | 76 | 1.9 | $4.1M | 149 | 65 |
| Urgent care and walk-in clinics | 65 | #61 of 325 | 14 | 0.4 | $37.5M | 153 | 21 |
| Electricians | 65 | #237 of 1,160 | 44 | 1.1 | $22.8M | 190 | 94 |
| Pet businesses | 64 | #494 of 2,200 | 261 | 6.7 | $1.2M | 134 | 144 |
| Pet grooming and boarding | 62 | #418 of 1,461 | 98 | 2.5 | $3.1M | 124 | 55 |
| Tire shops | 62 | #462 of 1,530 | 79 | 2.0 | $4.1M | 165 | 27 |
| Pest control | 61 | #203 of 699 | 24 | 0.6 | $19M | 186 | 11 |
| Landscaping and lawn care | 60 | #454 of 1,493 | 107 | 2.7 | $4.3M | 146 | 197 |
| Home inspectors | 56 | #146 of 415 | 14 | 0.4 | Index only | 143 | 11 |
| Pizza | 56 | #779 of 2,090 | 236 | 6.0 | $6M | 119 | 699 |
| Roofing and gutters | 55 | #463 of 1,177 | 94 | 2.4 | $10.7M | 126 | 53 |
| Lawn, cleaning and pest control | 53 | #739 of 1,771 | 190 | 4.8 | $2.4M | 143 | 460 |
| Car washes and detailing | 52 | #672 of 1,451 | 118 | 3.0 | $2.8M | 110 | 43 |
| Grocery and convenience stores | 52 | #1,104 of 2,402 | 628 | 16.0 | $3.6M | 107 | 272 |
| Pet stores | 51 | #456 of 974 | 70 | 1.8 | $4.4M | 97 | 24 |
| Martial arts and dance studios | 51 | #632 of 1,334 | 158 | 4.0 | $2M | 99 | 74 |
| Fast food and sandwich shops | 51 | #1,094 of 2,222 | 442 | 11.3 | $3.2M | 106 | 699 |
| Auto repair and car care | 51 | #1,170 of 2,401 | 1,082 | 27.6 | $301K | 112 | 399 |
| Mortgage brokers and lenders | 50 | #437 of 887 | 101 | 2.6 | Index only | 133 | 27 |
| Gas stations | 50 | #1,151 of 2,358 | 340 | 8.7 | $2.4M | 102 | 318 |
| Collision repair and body shops | 49 | #673 of 1,327 | 99 | 2.5 | $3.3M | 107 | 70 |
| Bakeries and dessert shops | 49 | #950 of 1,889 | 296 | 7.5 | $4.8M | 116 | 209 |
| Dry cleaners | 48 | #282 of 507 | 46 | 1.2 | $15.9M | 102 | 23 |
| Gyms | 47 | #1,020 of 1,792 | 258 | 6.6 | $1.2M | 94 | 113 |
| Dentists and orthodontists | 47 | #1,038 of 1,886 | 422 | 10.8 | $1.2M | 126 | 316 |
| Coffee shops and cafes | 47 | #1,130 of 2,063 | 364 | 9.3 | $3.9M | 106 | 185 |
| Physical therapy | 46 | #828 of 1,422 | 286 | 7.3 | $1.8M | 76 | 104 |
| Auto repair shops | 46 | #1,375 of 2,378 | 697 | 17.8 | $467K | 105 | 299 |
| Funeral homes | 45 | #831 of 1,472 | 74 | 1.9 | $613K | 90 | 47 |
| Spas and skin care | 45 | #1,061 of 1,769 | 378 | 9.6 | $965K | 110 | 72 |
| Gyms, studios and classes | 43 | #1,380 of 2,088 | 507 | 12.9 | $625K | 94 | 187 |
| Primary care and pediatrics | 42 | #1,082 of 1,656 | 286 | 7.3 | $1.8M | 103 | 774 |
| House cleaning | 41 | #567 of 847 | 59 | 1.5 | $7.7M | 121 | 252 |
| Barbershops | 41 | #917 of 1,356 | 241 | 6.1 | $1.5M | 80 | 20 |
| Oil change and quick lube | 40 | #335 of 479 | 28 | 0.7 | $11.6M | 85 | 25 |
| Sit-down restaurants | 40 | #1,630 of 2,405 | 2,116 | 53.9 | $674K | 102 | 686 |
| Yoga, Pilates and fitness studios | 39 | #568 of 777 | 91 | 2.3 | $3.5M | 86 | 113 |
| Clothing and shoe stores | 39 | #1,432 of 2,087 | 598 | 15.2 | $1.2M | 96 | 271 |
| Real estate agents and brokers | 37 | #1,732 of 2,176 | 750 | 19.1 | Index only | 128 | 248 |
| Restaurants and cafes | 37 | #1,745 of 2,405 | 4,229 | 107.8 | $337K | 91 | 1,578 |
| Insurance agencies | 36 | #1,599 of 2,272 | 373 | 9.5 | $1.3M | 107 | 299 |
| Clothing, shoes and laundry | 36 | #1,659 of 2,210 | 837 | 21.3 | $875K | 99 | 334 |
| Hair salons | 34 | #1,913 of 2,339 | 1,020 | 26.0 | $358K | 83 | 215 |
| Nail salons | 33 | #1,083 of 1,328 | 229 | 5.8 | $1.6M | 95 | 127 |
| Grocery stores | 33 | #1,565 of 2,070 | 313 | 8.0 | $7.3M | 78 | 214 |
| Real estate | 31 | #2,033 of 2,229 | 1,002 | 25.5 | Index only | 121 | 534 |
| Salons, barbers and spas | 29 | #2,152 of 2,385 | 1,908 | 48.6 | $191K | 90 | 439 |
| Laundromats | 27 | #649 of 785 | 84 | 2.1 | $8.7M | 70 | 40 |
| Doctors, dentists and clinics | 27 | #2,184 of 2,394 | 5,076 | 129.4 | $103K | 68 | 1,318 |
| Property management | 23 | #857 of 910 | 137 | 3.5 | Index only | 69 | 206 |
| Child care and preschools | 16 | #1,535 of 1,611 | 284 | 7.2 | $519K | 52 | 516 |
Household spending in Milwaukee 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 | $325.6M | $830 | 87 |
| Gasoline and other fuels | $830.1M | $2,116 | 82 |
| Food away from home | $1.4B | $3,633 | 89 |
| Groceries | $2.3B | $5,784 | 92 |
| Personal care products and services | $364.7M | $929 | 92 |
| Child care and other personal services | $147.4M | $376 | 65 |
| Memberships, classes and admissions | $316.7M | $807 | 82 |
| Medical and dental services | $525M | $1,338 | 104 |
| Pets | $308.3M | $786 | 86 |
| Clothing, shoes and related services | $732.3M | $1,866 | 91 |
| Vehicle insurance | $502.1M | $1,280 | 65 |
| Home repairs, maintenance and insurance | $1B | $2,557 | 85 |
| Lawn care, cleaning and other household services | $456.9M | $1,164 | 82 |
| Rent and homeowner costs | $5.2B | $13,365 | 80 |
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 Milwaukee County
- Population, 2025 estimate
- 924,216−1.5% since 2020
- Households
- 392,399
- Median age
- 36.5
- Homes lived in by their owners
- 50%
- Vehicles per household
- 1.5
- Land area
- 241 sq. mi.
- People per square mile
- 3,837
- Median household income
- $64,435+27.3% vs. 2015–2019, before inflation
- Average household income
- $88,836
- Median home value
- $230,700
- Jobs located here
- 496,935
- Daytime population
- 971,639Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Milwaukee 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 Milwaukee County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Wisconsin 8
- Waukesha County, WI411,762 people
- Ozaukee County, WI92,966 people
- Racine County, WI197,532 people
- Washington County, WI137,879 people
- Kenosha County, WI168,438 people
- Walworth County, WI105,657 people
- Jefferson County, WI86,003 people
- Dodge County, WI88,742 people
Questions
How fast is Milwaukee County, WI growing?
Population estimates put Milwaukee County at 924,216 people in 2025, down 1.5% since 2020, against +3.1% for the U.S. It has 392,399 households. Median household income rose 27.3% from the 2015–2019 survey, before inflation.
How much do households in Milwaukee County, WI spend?
Households in Milwaukee County spend about $5.2B a year on rent and homeowner costs, $2.3B on groceries and $1.4B on food away from home. Set against the U.S., households in Milwaukee County spend the most on medical and dental services (an index of 104, where 100 is the U.S. average) and the least on child care and other personal services (65).
Which business types have the highest market scores in Milwaukee County, WI?
The highest Groundwork market scores in Milwaukee County are for convenience stores (69), optometrists and eye clinics (67) and HVAC and plumbing companies (67). Milwaukee County ranks #448 of 2,261 scored counties for convenience stores.
How does Milwaukee County, WI compare with the U.S.?
The median household income in Milwaukee County is $64,435 a year, 20% below the U.S. median of $80,734. The population fell 1.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $230,700, against $332,700 for the U.S. For its number of households, Milwaukee County has the most map listings, relative to the U.S., for medical and dental practices (53% above the U.S. rate) and the fewest for pest control companies (57% 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 Milwaukee 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 Milwaukee 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.
All markets in Wisconsin · Every U.S. market · How we measure
Screening a site or an acquisition in Milwaukee 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 Milwaukee 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.