Metro area profile · Wisconsin
Milwaukee-Waukesha, WI metro area market data
How the Milwaukee-Waukesha metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 1,575,010
- 0.0% since 2020
- Households
- 656,436
- Median household income
- $78,218
- +25.4% vs. 2015–2019, before inflation
- Median home value
- $306,400
- Jobs located here
- 863,760
- Highest market score
- 73
- Urgent care and walk-in clinics, #18 of 197 scored metro areas
A site report maps the competitors on map listings around any address in the Milwaukee-Waukesha metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Milwaukee-Waukesha 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 Milwaukee-Waukesha metro area has an estimated 1,575,010 people and 656,436 households. Population estimates show the Milwaukee-Waukesha metro area held about level from 2020 to 2025, against +3.1% for the U.S. Median household income in the Milwaukee-Waukesha metro area is $78,218, 3% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 25.4%, before inflation.
Relative to the U.S., household spending in the Milwaukee-Waukesha metro area runs highest on medical and dental services (an index of 114, where 100 is the U.S. average) and lowest on vehicle insurance (74).
Of the business types scored in the Milwaukee-Waukesha metro area, urgent care and walk-in clinics (73), convenience stores (73) and tire shops (72) have the highest Groundwork market scores. For urgent care and walk-in clinics, that ranks #18 of 197 scored metro areas.
The Milwaukee-Waukesha metro area takes in 4 counties: Milwaukee County, Waukesha County, Washington County and Ozaukee County. Against the U.S., map listings per household run highest for oil change and quick-lube shops (57% above the U.S. rate) and lowest for convenience stores (43% below the U.S. rate).
All 56 business types in the Milwaukee-Waukesha metro area
Highest Groundwork market score first. Each score compares the Milwaukee-Waukesha 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 | 73 | #18 of 197 | 27 | 0.4 | $35.6M | 145 | 35 |
| Convenience stores | 73 | #44 of 387 | 305 | 4.6 | $13.2M | 168 | 67 |
| Tire shops | 72 | #50 of 386 | 145 | 2.2 | $4.4M | 174 | 55 |
| HVAC and plumbing | 68 | #56 of 387 | 320 | 4.9 | $5.8M | 121 | 401 |
| Pizza | 67 | #78 of 387 | 426 | 6.5 | $6.2M | 123 | 1,150 |
| Fast food and sandwich shops | 67 | #92 of 387 | 767 | 11.7 | $3.5M | 113 | 1,150 |
| Veterinarians | 65 | #87 of 384 | 173 | 2.6 | $3.4M | 123 | 142 |
| Coffee shops and cafes | 63 | #92 of 387 | 572 | 8.7 | $4.6M | 125 | 321 |
| Optometrists and eye care | 63 | #95 of 386 | 290 | 4.4 | $3.3M | 106 | 80 |
| Restaurants and cafes | 63 | #107 of 387 | 6,604 | 100.6 | $402K | 108 | 2,642 |
| Clothing and shoe stores | 63 | #107 of 387 | 899 | 13.7 | $1.5M | 118 | 413 |
| Pest control | 62 | #89 of 345 | 63 | 1.0 | $13.3M | 130 | 40 |
| Bakeries and dessert shops | 62 | #97 of 387 | 509 | 7.8 | $5.2M | 126 | 370 |
| Home repair trades | 62 | #98 of 387 | 692 | 10.5 | $2.7M | 110 | 871 |
| Grocery and convenience stores | 62 | #115 of 387 | 1,005 | 15.3 | $4M | 119 | 363 |
| Electricians | 61 | #96 of 383 | 135 | 2.1 | $13.7M | 114 | 328 |
| Sit-down restaurants | 61 | #106 of 387 | 3,299 | 50.3 | $805K | 121 | 1,157 |
| Auto repair and car care | 61 | #111 of 387 | 2,030 | 30.9 | $311K | 116 | 850 |
| Car washes and detailing | 61 | #115 of 387 | 218 | 3.3 | $2.9M | 115 | 82 |
| Clothing, shoes and laundry | 61 | #122 of 387 | 1,312 | 20.0 | $1M | 117 | 508 |
| Pet businesses | 56 | #147 of 387 | 622 | 9.5 | $933K | 106 | 345 |
| Dry cleaners | 55 | #118 of 272 | 74 | 1.1 | $18.2M | 116 | 47 |
| Auto repair shops | 55 | #156 of 387 | 1,224 | 18.6 | $517K | 116 | 645 |
| Dentists and orthodontists | 51 | #181 of 387 | 868 | 13.2 | $1.1M | 113 | 654 |
| Barbershops | 49 | #197 of 387 | 331 | 5.0 | $2M | 108 | 42 |
| Primary care and pediatrics | 49 | #204 of 387 | 445 | 6.8 | $2.2M | 121 | 1,414 |
| Gas stations | 48 | #208 of 387 | 563 | 8.6 | $2.8M | 117 | 510 |
| Collision repair and body shops | 47 | #215 of 381 | 184 | 2.8 | $3.4M | 111 | 163 |
| Martial arts and dance studios | 47 | #221 of 387 | 318 | 4.8 | $2M | 100 | 186 |
| Pet grooming and boarding | 47 | #223 of 386 | 242 | 3.7 | $2.4M | 94 | 143 |
| Home inspectors | 46 | #143 of 243 | 36 | 0.5 | Index only | 100 | 37 |
| Gyms, studios and classes | 46 | #225 of 387 | 987 | 15.0 | $648K | 98 | 433 |
| Gyms | 45 | #244 of 387 | 513 | 7.8 | $1.2M | 96 | 247 |
| Chiropractors | 44 | #231 of 386 | 444 | 6.8 | $2.2M | 90 | 224 |
| Roofing and gutters | 44 | #237 of 381 | 237 | 3.6 | $7.8M | 92 | 142 |
| Spas and skin care | 44 | #243 of 387 | 775 | 11.8 | $868K | 99 | 144 |
| Real estate agents and brokers | 43 | #250 of 387 | 1,523 | 23.2 | Index only | 114 | 541 |
| Laundromats | 42 | #224 of 364 | 115 | 1.8 | $11.7M | 94 | 48 |
| Funeral homes | 42 | #231 of 377 | 127 | 1.9 | $689K | 102 | 80 |
| Lawn, cleaning and pest control | 42 | #241 of 387 | 532 | 8.1 | $1.6M | 94 | 1,121 |
| Physical therapy | 42 | #256 of 386 | 556 | 8.5 | $1.7M | 72 | 234 |
| Landscaping and lawn care | 41 | #243 of 385 | 340 | 5.2 | $2.5M | 84 | 633 |
| Real estate | 41 | #267 of 387 | 2,022 | 30.8 | Index only | 108 | 1,103 |
| Yoga, Pilates and fitness studios | 39 | #266 of 347 | 156 | 2.4 | $4.1M | 101 | 247 |
| Mortgage brokers and lenders | 39 | #273 of 373 | 273 | 4.2 | Index only | 89 | 75 |
| Grocery stores | 38 | #273 of 387 | 440 | 6.7 | $9.2M | 99 | 296 |
| House cleaning | 38 | #281 of 375 | 129 | 2.0 | $6.5M | 101 | 448 |
| Salons, barbers and spas | 38 | #311 of 387 | 3,416 | 52.0 | $197K | 93 | 849 |
| Nail salons | 38 | #313 of 387 | 404 | 6.2 | $1.7M | 100 | 219 |
| Hair salons | 36 | #329 of 387 | 1,837 | 28.0 | $366K | 85 | 432 |
| Pet stores | 35 | #305 of 382 | 155 | 2.4 | $3.7M | 83 | 60 |
| Property management | 34 | #316 of 374 | 190 | 2.9 | Index only | 90 | 354 |
| Oil change and quick lube | 33 | #230 of 290 | 70 | 1.1 | $9M | 66 | 56 |
| Doctors, dentists and clinics | 31 | #342 of 387 | 8,694 | 132.4 | $110K | 72 | 2,641 |
| Child care and preschools | 22 | #367 of 387 | 420 | 6.4 | $704K | 70 | 659 |
| Insurance agencies | 21 | #358 of 387 | 875 | 13.3 | $1.1M | 86 | 741 |
Household spending in the Milwaukee-Waukesha 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 | $632.2M | $963 | 101 |
| Gasoline and other fuels | $1.6B | $2,400 | 92 |
| Food away from home | $2.7B | $4,045 | 99 |
| Groceries | $4B | $6,154 | 97 |
| Personal care products and services | $672.9M | $1,025 | 102 |
| Child care and other personal services | $295.6M | $450 | 78 |
| Memberships, classes and admissions | $639.2M | $974 | 99 |
| Medical and dental services | $960.6M | $1,463 | 114 |
| Pets | $580.2M | $884 | 97 |
| Clothing, shoes and related services | $1.3B | $2,056 | 100 |
| Vehicle insurance | $950.1M | $1,447 | 74 |
| Home repairs, maintenance and insurance | $1.8B | $2,814 | 93 |
| Lawn care, cleaning and other household services | $837.4M | $1,276 | 90 |
| Rent and homeowner costs | $9.5B | $14,428 | 87 |
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 Milwaukee-Waukesha metro area
- Population, 2025 estimate
- 1,575,0100.0% since 2020
- Households
- 656,436
- Median age
- 39.7
- Homes lived in by their owners
- 60%
- Vehicles per household
- 1.6
- Land area
- 1,455 sq. mi.
- People per square mile
- 1,078
- Median household income
- $78,218+25.4% vs. 2015–2019, before inflation
- Average household income
- $106,675
- Median home value
- $306,400
- Jobs located here
- 863,760
- Daytime population
- 1,652,441Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Milwaukee-Waukesha 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 Milwaukee-Waukesha 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 Milwaukee-Waukesha metro area 4
- Milwaukee County, WI926,331 people
- Waukesha County, WI411,762 people
- Washington County, WI137,879 people
- Ozaukee County, WI92,966 people
Other markets based in Wisconsin 12
- 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
- Fond du Lac, WI metro area104,137 people
Questions
How fast is the Milwaukee-Waukesha, WI metro area growing?
Population estimates put the Milwaukee-Waukesha metro area at 1,575,010 people in 2025, unchanged since 2020, against +3.1% for the U.S. It has 656,436 households. Median household income rose 25.4% from the 2015–2019 survey, before inflation.
How much do households in the Milwaukee-Waukesha, WI metro area spend?
Households in the Milwaukee-Waukesha metro area spend about $9.5B a year on rent and homeowner costs, $4B on groceries and $2.7B on food away from home. Set against the U.S., households in the Milwaukee-Waukesha metro area spend the most on medical and dental services (an index of 114, where 100 is the U.S. average) and the least on vehicle insurance (74).
Which business types have the highest market scores in the Milwaukee-Waukesha, WI metro area?
The highest Groundwork market scores in the Milwaukee-Waukesha metro area are for urgent care and walk-in clinics (73), convenience stores (73) and tire shops (72). The Milwaukee-Waukesha metro area ranks #18 of 197 scored metro areas for urgent care and walk-in clinics.
How does the Milwaukee-Waukesha, WI metro area compare with the U.S.?
The median household income in the Milwaukee-Waukesha metro area is $78,218 a year, 3% below the U.S. median of $80,734. The population held level from 2020 to 2025, against +3.1% for the U.S. The median home value is $306,400, against $332,700 for the U.S. For its number of households, the Milwaukee-Waukesha metro area has the most map listings, relative to the U.S., for oil change and quick-lube shops (57% above the U.S. rate) and the fewest for convenience stores (43% 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 Milwaukee-Waukesha 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 Milwaukee-Waukesha 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 Milwaukee-Waukesha 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 Milwaukee-Waukesha 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.