County profile · Wisconsin
Monroe County, WI market data
Population, household spending and competition for 56 business types in Monroe County, each scored against other counties.
- Population, 2025
- 46,572
- +0.6% since 2020
- Households
- 18,301
- Median household income
- $69,467
- +16.6% vs. 2015–2019, before inflation
- Median home value
- $210,000
- Jobs located here
- 19,806
- Highest market score
- 75
- Doctors, dentists and clinics, #195 of 2,394 scored counties
A site report maps the competitors on map listings around any address in Monroe County by name and distance, and the households and spending within reach. Or open the report at the center of Monroe 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
An estimated 46,572 people live in Monroe County, in 18,301 households. Population estimates show Monroe County grew 0.6% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in Monroe County is $69,467 a year, 14% below the U.S. median of $80,734. That rose 16.6% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Monroe County spend the most on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and the least on child care and other personal services (62).
The highest Groundwork market scores in Monroe County are for medical and dental practices (75), dentists and orthodontists (74) and car washes and detailers (70). Monroe County ranks #195 of 2,394 scored counties for medical and dental practices.
Monroe County is part of the Sparta area. For its number of households, Monroe County has the most map listings, relative to the U.S., for grocery and convenience stores (84% above the U.S. rate) and the fewest for medical and dental practices (66% below the U.S. rate).
All 56 business types in Monroe County
Highest Groundwork market score first. Each score compares Monroe 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 |
|---|---|---|---|---|---|---|---|
| Doctors, dentists and clinics | 75 | #195 of 2,394 | 53 | 29.0 | $463K | 304 | 28 |
| Dentists and orthodontists | 74 | #180 of 1,886 | 14 | 7.6 | $1.8M | 178 | 7 |
| Car washes and detailing | 70 | #234 of 1,451 | 6 | 3.3 | $3.4M | 133 | Under 3 |
| Bakeries and dessert shops | 70 | #251 of 1,889 | 5 | 2.7 | $13.4M | 324 | 8 |
| Clothing and shoe stores | 70 | #377 of 2,087 | 15 | 8.2 | $2.3M | 179 | 4 |
| Clothing, shoes and laundry | 70 | #381 of 2,210 | 22 | 12.0 | $1.5M | 176 | 4 |
| Coffee shops and cafes | 69 | #314 of 2,063 | 8 | 4.4 | $8.4M | 226 | 8 |
| Auto repair shops | 68 | #426 of 2,378 | 37 | 20.2 | $545K | 123 | 14 |
| Auto repair and car care | 67 | #471 of 2,401 | 66 | 36.1 | $305K | 114 | 21 |
| Tire shops | 66 | #367 of 1,530 | 6 | 3.3 | $3.4M | 134 | 3 |
| Pizza | 66 | #450 of 2,090 | 12 | 6.6 | $5.6M | 110 | 25 |
| Lawn, cleaning and pest control | 65 | #330 of 1,771 | 8 | 4.4 | $2.7M | 160 | 13 |
| Landscaping and lawn care | 65 | #343 of 1,493 | 5 | 2.7 | $4.3M | 146 | 7 |
| Barbershops | 62 | #401 of 1,356 | 6 | 3.3 | $2.9M | 152 | Under 3 |
| Fast food and sandwich shops | 61 | #707 of 2,222 | 22 | 12.0 | $3M | 100 | 25 |
| Martial arts and dance studios | 59 | #394 of 1,334 | 6 | 3.3 | $2.4M | 119 | Under 3 |
| Collision repair and body shops | 59 | #452 of 1,327 | 6 | 3.3 | $3.4M | 109 | Under 3 |
| Spas and skin care | 57 | #610 of 1,769 | 13 | 7.1 | $1.3M | 151 | Under 3 |
| Hair salons | 53 | #1,020 of 2,339 | 40 | 21.9 | $430K | 100 | 7 |
| Pet grooming and boarding | 52 | #676 of 1,461 | 6 | 3.3 | $2.4M | 95 | 4 |
| Convenience stores | 51 | #1,098 of 2,261 | 21 | 11.5 | $5.1M | 65 | 4 |
| Restaurants and cafes | 51 | #1,149 of 2,405 | 176 | 96.2 | $381K | 103 | 68 |
| Real estate agents and brokers | 47 | #1,210 of 2,176 | 30 | 16.4 | Index only | 150 | 11 |
| Salons, barbers and spas | 47 | #1,344 of 2,385 | 73 | 39.9 | $236K | 111 | 14 |
| Real estate | 46 | #1,276 of 2,229 | 39 | 21.3 | Index only | 146 | 17 |
| Gyms, studios and classes | 46 | #1,284 of 2,088 | 33 | 18.0 | $436K | 66 | 3 |
| Sit-down restaurants | 46 | #1,360 of 2,405 | 94 | 51.4 | $713K | 107 | 34 |
| Insurance agencies | 45 | #1,267 of 2,272 | 17 | 9.3 | $1.9M | 147 | 20 |
| Yoga, Pilates and fitness studios | 44 | #500 of 777 | 5 | 2.7 | $2.9M | 71 | 3 |
| Gyms | 43 | #1,181 of 1,792 | 22 | 12.0 | $655K | 50 | 3 |
| Pet businesses | 41 | #1,467 of 2,200 | 21 | 11.5 | $688K | 78 | 12 |
| Grocery stores | 40 | #1,365 of 2,070 | 17 | 9.3 | $6.3M | 68 | 8 |
| Child care and preschools | 39 | #1,129 of 1,611 | 11 | 6.0 | $595K | 59 | 8 |
| Chiropractors | 37 | #1,094 of 1,490 | 13 | 7.1 | $1.9M | 79 | 10 |
| Gas stations | 37 | #1,713 of 2,358 | 33 | 18.0 | $1.6M | 66 | 25 |
| Grocery and convenience stores | 36 | #1,766 of 2,402 | 63 | 34.4 | $1.7M | 50 | 12 |
| Funeral homes | 35 | #1,090 of 1,472 | 7 | 3.8 | $382K | 56 | 6 |
| Nail salons | 34 | #1,067 of 1,328 | 13 | 7.1 | $1.3M | 79 | 5 |
| Electricians | 32 | #952 of 1,160 | 6 | 3.3 | $7.8M | 65 | 13 |
| Veterinarians | 31 | #1,181 of 1,485 | 8 | 4.4 | $1.8M | 66 | 8 |
| HVAC and plumbing | 24 | #1,603 of 1,707 | 19 | 10.4 | $2.5M | 52 | 19 |
| Home repair trades | 23 | #1,962 of 2,057 | 36 | 19.7 | $1.3M | 54 | 38 |
| Property management | 19 | #879 of 910 | 7 | 3.8 | Index only | 63 | Under 3 |
| Roofing and gutters | 19 | #1,122 of 1,177 | 11 | 6.0 | $4.3M | 51 | 6 |
| Physical therapy | Not scored | Not scored | 4 | 2.2 | $6.1M | 255 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 3 | 1.6 | $8.2M | 261 | 3 |
| Primary care and pediatrics | Not scored | Not scored | 3 | 1.6 | $8.2M | 460 | 8 |
| Dry cleaners | Not scored | Not scored | 2 | 1.1 | $17M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 1.1 | $10.7M | Too few | 6 |
| Laundromats | Not scored | Not scored | 2 | 1.1 | $17M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.1 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.1 | $10.1M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 1.1 | $7.2M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.5 | $21.4M | Too few | Under 3 |
| Home inspectors | 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 Monroe 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 | $20.2M | $1,102 | 115 |
| Gasoline and other fuels | $51.8M | $2,828 | 109 |
| Food away from home | $67M | $3,663 | 90 |
| Groceries | $107.2M | $5,858 | 93 |
| Personal care products and services | $17.2M | $940 | 94 |
| Child care and other personal services | $6.5M | $357 | 62 |
| Memberships, classes and admissions | $14.4M | $787 | 80 |
| Medical and dental services | $24.6M | $1,342 | 104 |
| Pets | $14.4M | $790 | 87 |
| Clothing, shoes and related services | $34M | $1,860 | 90 |
| Vehicle insurance | $31.5M | $1,720 | 88 |
| Home repairs, maintenance and insurance | $47M | $2,571 | 85 |
| Lawn care, cleaning and other household services | $21.4M | $1,171 | 83 |
| Rent and homeowner costs | $245.9M | $13,435 | 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 Monroe County
- Population, 2025 estimate
- 46,572+0.6% since 2020
- Households
- 18,301
- Median age
- 40.0
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 901 sq. mi.
- People per square mile
- 51
- Median household income
- $69,467+16.6% vs. 2015–2019, before inflation
- Average household income
- $87,535
- Median home value
- $210,000
- Jobs located here
- 19,806
- Daytime population
- 44,513Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Monroe 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 Monroe 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
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- Juneau County, WI26,689 people
- La Crosse County, WI120,488 people
- Jackson County, WI20,981 people
- Adams County, WI21,123 people
- Richland County, WI17,205 people
- Trempealeau County, WI30,839 people
- Wood County, WI74,004 people
Questions
How fast is Monroe County, WI growing?
Population estimates put Monroe County at 46,572 people in 2025, up 0.6% since 2020, slower than the U.S. (+3.1%). It has 18,301 households. Against the 2015–2019 survey, median household income rose 16.6%, before inflation.
How much do households in Monroe County, WI spend?
Households in Monroe County spend about $245.9M a year on rent and homeowner costs, $107.2M on groceries and $67M on food away from home. Relative to the U.S., household spending in Monroe County runs highest on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and lowest on child care and other personal services (62).
Which business types have the highest market scores in Monroe County, WI?
Of the business types scored in Monroe County, medical and dental practices (75), dentists and orthodontists (74) and car washes and detailers (70) have the highest Groundwork market scores. For medical and dental practices, that ranks #195 of 2,394 scored counties.
How does Monroe County, WI compare with the U.S.?
Median household income in Monroe County is $69,467, 14% below the U.S. median of $80,734. The population rose 0.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $210,000, against $332,700 for the U.S. Against the U.S., map listings per household run highest for grocery and convenience stores (84% above the U.S. rate) and lowest for medical and dental practices (66% 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. 44 of the 56 business types have a score in Monroe 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 Monroe 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 Monroe 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 Monroe 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.