County profile · Wisconsin
Oconto County, WI market data
Population, household spending and competition for 56 business types in Oconto County, each scored against other counties.
- Population, 2025
- 40,195
- +2.9% since 2020
- Households
- 16,811
- Median household income
- $75,049
- +23.2% vs. 2015–2019, before inflation
- Median home value
- $231,400
- Jobs located here
- 8,756
- Highest market score
- 86
- Salons, barbers and spas, #25 of 2,385 scored counties
A site report maps the competitors on map listings around any address in Oconto County by name and distance, and the households and spending within reach. Or open the report at the center of Oconto 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 40,195 people live in Oconto County, in 16,811 households. Population estimates show Oconto County grew 2.9% from 2020 to 2025, in step with the U.S. (+3.1%). The median household income in Oconto County is $75,049 a year, 7% below the U.S. median of $80,734. That rose 23.2% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Oconto County spend the most on vehicle maintenance and repairs (an index of 131, where 100 is the U.S. average) and the least on child care and other personal services (67).
The highest Groundwork market scores in Oconto County are for salons, barbers and spas (86); hair salons (86); and car washes and detailers (84). Oconto County ranks #25 of 2,385 scored counties for salons, barbers and spas.
Oconto County is part of the Green Bay metro area. For its number of households, Oconto County has the most map listings, relative to the U.S., for pet grooming and boarding businesses (2.1 times the U.S. rate) and the fewest for real estate agents and brokers (71% below the U.S. rate).
All 56 business types in Oconto County
Highest Groundwork market score first. Each score compares Oconto 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 |
|---|---|---|---|---|---|---|---|
| Salons, barbers and spas | 86 | #25 of 2,385 | 24 | 14.3 | $686K | 322 | 5 |
| Hair salons | 86 | #32 of 2,339 | 19 | 11.3 | $866K | 201 | 3 |
| Car washes and detailing | 84 | #40 of 1,451 | 6 | 3.6 | $3.5M | 140 | Under 3 |
| Fast food and sandwich shops | 84 | #67 of 2,222 | 11 | 6.5 | $5.9M | 192 | 17 |
| Coffee shops and cafes | 83 | #65 of 2,063 | 9 | 5.4 | $7.2M | 193 | 3 |
| Dentists and orthodontists | 82 | #53 of 1,886 | 12 | 7.1 | $2M | 198 | 7 |
| Bakeries and dessert shops | 81 | #77 of 1,889 | 10 | 5.9 | $6.4M | 156 | 3 |
| Clothing, shoes and laundry | 81 | #116 of 2,210 | 13 | 7.7 | $2.5M | 284 | Under 3 |
| Clothing and shoe stores | 81 | #138 of 2,087 | 8 | 4.8 | $4.1M | 320 | Under 3 |
| Pizza | 80 | #86 of 2,090 | 10 | 5.9 | $6.4M | 127 | 17 |
| Auto repair and car care | 80 | #122 of 2,401 | 55 | 32.7 | $385K | 143 | 21 |
| Gyms, studios and classes | 79 | #75 of 2,088 | 8 | 4.8 | $1.8M | 271 | 5 |
| Primary care and pediatrics | 77 | #127 of 1,656 | 9 | 5.4 | $2.6M | 146 | 12 |
| Auto repair shops | 77 | #167 of 2,378 | 30 | 17.8 | $706K | 159 | 17 |
| Physical therapy | 76 | #125 of 1,422 | 8 | 4.8 | $2.9M | 122 | 3 |
| Chiropractors | 73 | #166 of 1,490 | 6 | 3.6 | $3.9M | 163 | 5 |
| Collision repair and body shops | 72 | #175 of 1,327 | 5 | 3.0 | $4.2M | 137 | 5 |
| Grocery stores | 71 | #366 of 2,070 | 7 | 4.2 | $14.4M | 155 | 7 |
| Gyms | 70 | #219 of 1,792 | 6 | 3.6 | $2.4M | 184 | 5 |
| Real estate | 68 | #266 of 2,229 | 19 | 11.3 | Index only | 283 | 16 |
| Grocery and convenience stores | 67 | #542 of 2,402 | 36 | 21.4 | $2.8M | 83 | 7 |
| Optometrists and eye care | 66 | #287 of 1,302 | 7 | 4.2 | $3.3M | 107 | Under 3 |
| Real estate agents and brokers | 64 | #375 of 2,176 | 15 | 8.9 | Index only | 285 | 13 |
| Doctors, dentists and clinics | 64 | #597 of 2,394 | 120 | 71.4 | $195K | 128 | 27 |
| Insurance agencies | 62 | #732 of 2,272 | 21 | 12.5 | $1.6M | 124 | 10 |
| Convenience stores | 60 | #772 of 2,261 | 17 | 10.1 | $5.9M | 75 | Under 3 |
| Gas stations | 58 | #848 of 2,358 | 29 | 17.3 | $1.9M | 78 | 20 |
| Pet businesses | 56 | #846 of 2,200 | 27 | 16.1 | $516K | 59 | 3 |
| Electricians | 55 | #488 of 1,160 | 5 | 3.0 | $9M | 75 | 7 |
| Restaurants and cafes | 54 | #1,032 of 2,405 | 198 | 117.8 | $325K | 88 | 55 |
| Home repair trades | 52 | #944 of 2,057 | 21 | 12.5 | $2.1M | 88 | 25 |
| Lawn, cleaning and pest control | 50 | #849 of 1,771 | 12 | 7.1 | $1.7M | 101 | 26 |
| Funeral homes | 45 | #840 of 1,472 | 6 | 3.6 | $434K | 64 | 6 |
| Sit-down restaurants | 44 | #1,473 of 2,405 | 104 | 61.9 | $620K | 93 | 34 |
| HVAC and plumbing | 42 | #1,150 of 1,707 | 14 | 8.3 | $3.2M | 68 | 14 |
| Landscaping and lawn care | 35 | #1,154 of 1,493 | 11 | 6.5 | $1.9M | 63 | 19 |
| Pet grooming and boarding | 33 | #1,130 of 1,461 | 13 | 7.7 | $1.1M | 42 | Under 3 |
| Pet stores | Not scored | Not scored | 4 | 2.4 | $3.5M | 77 | Under 3 |
| Veterinarians | Not scored | Not scored | 4 | 2.4 | $3.5M | 128 | 3 |
| Barbershops | Not scored | Not scored | 3 | 1.8 | $5.5M | 291 | Under 3 |
| Home inspectors | Not scored | Not scored | 3 | 1.8 | Index only | 30 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 1.8 | $10.8M | 87 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 1.8 | $7.1M | 282 | Under 3 |
| Child care and preschools | Not scored | Not scored | 2 | 1.2 | $3.2M | Too few | 8 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.2 | $22.5M | Too few | 4 |
| Spas and skin care | Not scored | Not scored | 2 | 1.2 | $8.2M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.6 | $20.4M | Too few | 7 |
| Martial arts and dance studios | Not scored | Not scored | 1 | 0.6 | $14.4M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $21.2M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.6 | $23.4M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.6 | $14.4M | Too few | 5 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Nail salons | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Oconto 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 | $21.2M | $1,259 | 131 |
| Gasoline and other fuels | $53.9M | $3,207 | 124 |
| Food away from home | $64.4M | $3,833 | 94 |
| Groceries | $101.1M | $6,011 | 95 |
| Personal care products and services | $16.5M | $979 | 97 |
| Child care and other personal services | $6.5M | $386 | 67 |
| Memberships, classes and admissions | $14.4M | $854 | 87 |
| Medical and dental services | $23.4M | $1,392 | 108 |
| Pets | $13.9M | $829 | 91 |
| Clothing, shoes and related services | $32.5M | $1,934 | 94 |
| Vehicle insurance | $32.8M | $1,949 | 100 |
| Home repairs, maintenance and insurance | $45M | $2,675 | 89 |
| Lawn care, cleaning and other household services | $20.4M | $1,214 | 86 |
| Rent and homeowner costs | $233.2M | $13,873 | 83 |
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 Oconto County
- Population, 2025 estimate
- 40,195+2.9% since 2020
- Households
- 16,811
- Median age
- 46.9
- Homes lived in by their owners
- 85%
- Vehicles per household
- 2.2
- Land area
- 998 sq. mi.
- People per square mile
- 40
- Median household income
- $75,049+23.2% vs. 2015–2019, before inflation
- Average household income
- $92,497
- Median home value
- $231,400
- Jobs located here
- 8,756
- Daytime population
- 28,572Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Oconto 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 Oconto 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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- Kewaunee County, WI20,664 people
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- Waupaca County, WI51,569 people
Questions
How fast is Oconto County, WI growing?
Population estimates put Oconto County at 40,195 people in 2025, up 2.9% since 2020, in step with the U.S. (+3.1%). It has 16,811 households. Against the 2015–2019 survey, median household income rose 23.2%, before inflation.
How much do households in Oconto County, WI spend?
Households in Oconto County spend about $233.2M a year on rent and homeowner costs, $101.1M on groceries and $64.4M on food away from home. Relative to the U.S., household spending in Oconto County runs highest on vehicle maintenance and repairs (an index of 131, where 100 is the U.S. average) and lowest on child care and other personal services (67).
Which business types have the highest market scores in Oconto County, WI?
Of the business types scored in Oconto County, salons, barbers and spas (86); hair salons (86); and car washes and detailers (84) have the highest Groundwork market scores. For salons, barbers and spas, that ranks #25 of 2,385 scored counties.
How does Oconto County, WI compare with the U.S.?
Median household income in Oconto County is $75,049, 7% below the U.S. median of $80,734. The population rose 2.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $231,400, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (2.1 times the U.S. rate) and lowest for real estate agents and brokers (71% 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. 37 of the 56 business types have a score in Oconto 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 Oconto 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 Oconto 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 Oconto 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.