County profile · Wisconsin
Oneida County, WI market data
Population, household spending and competition for 56 business types in Oneida County, each scored against other counties.
- Population, 2025
- 38,131
- +0.7% since 2020
- Households
- 17,493
- Median household income
- $69,371
- +22.0% vs. 2015–2019, before inflation
- Median home value
- $238,400
- Jobs located here
- 15,222
- Highest market score
- 67
- Physical therapy, #276 of 1,422 scored counties
A site report maps the competitors on map listings around any address in Oneida County by name and distance, and the households and spending within reach. Or open the report at the center of Oneida 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 38,131 people live in Oneida County, in 17,493 households. Population estimates put the population change in Oneida County from 2020 to 2025 at +0.7%, slower than the U.S. (+3.1%). The median household income in Oneida County is $69,371 a year, 14% below the U.S. median of $80,734. That rose 22.0% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Oneida County spend the most on vehicle maintenance and repairs (an index of 109, where 100 is the U.S. average) and the least on child care and other personal services (63).
The highest Groundwork market scores in Oneida County are for physical therapy clinics (67), car washes and detailers (65) and primary care and pediatric clinics (57). Oneida County ranks #276 of 1,422 scored counties for physical therapy clinics.
For its number of households, Oneida County has the most map listings, relative to the U.S., for roofing and gutter companies (2.5 times the U.S. rate) and the fewest for gyms (25% below the U.S. rate).
All 56 business types in Oneida County
Highest Groundwork market score first. Each score compares Oneida 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 |
|---|---|---|---|---|---|---|---|
| Physical therapy | 67 | #276 of 1,422 | 7 | 4.0 | $3.4M | 140 | Under 3 |
| Car washes and detailing | 65 | #333 of 1,451 | 5 | 2.9 | $3.7M | 146 | 3 |
| Primary care and pediatrics | 57 | #603 of 1,656 | 7 | 4.0 | $3.4M | 189 | 42 |
| Gyms | 57 | #642 of 1,792 | 10 | 5.7 | $1.4M | 109 | 5 |
| Barbershops | 56 | #542 of 1,356 | 7 | 4.0 | $2.4M | 125 | Under 3 |
| Gyms, studios and classes | 56 | #781 of 2,088 | 22 | 12.6 | $642K | 97 | 5 |
| Funeral homes | 53 | #634 of 1,472 | 6 | 3.4 | $528K | 78 | 5 |
| Fast food and sandwich shops | 53 | #1,041 of 2,222 | 26 | 14.9 | $2.5M | 81 | 24 |
| Grocery and convenience stores | 53 | #1,081 of 2,402 | 38 | 21.7 | $2.7M | 80 | 10 |
| Collision repair and body shops | 49 | #666 of 1,327 | 5 | 2.9 | $3.7M | 119 | 8 |
| Grocery stores | 49 | #1,036 of 2,070 | 10 | 5.7 | $10.3M | 110 | 10 |
| Dentists and orthodontists | 47 | #1,062 of 1,886 | 23 | 13.1 | $1M | 104 | 13 |
| Pizza | 47 | #1,166 of 2,090 | 21 | 12.0 | $3.1M | 60 | 24 |
| Convenience stores | 47 | #1,239 of 2,261 | 19 | 10.9 | $5.4M | 69 | Under 3 |
| Auto repair and car care | 47 | #1,329 of 2,401 | 67 | 38.3 | $274K | 102 | 30 |
| Optometrists and eye care | 43 | #839 of 1,302 | 8 | 4.6 | $2.9M | 94 | 5 |
| Doctors, dentists and clinics | 41 | #1,622 of 2,394 | 132 | 75.5 | $179K | 117 | 72 |
| Auto repair shops | 40 | #1,648 of 2,378 | 43 | 24.6 | $426K | 96 | 27 |
| Martial arts and dance studios | 38 | #979 of 1,334 | 9 | 5.1 | $1.6M | 78 | Under 3 |
| Clothing, shoes and laundry | 37 | #1,625 of 2,210 | 42 | 24.0 | $781K | 89 | 16 |
| Clothing and shoe stores | 36 | #1,539 of 2,087 | 31 | 17.7 | $1.1M | 83 | 16 |
| Hair salons | 36 | #1,845 of 2,339 | 51 | 29.2 | $324K | 75 | 10 |
| Nail salons | 34 | #1,068 of 1,328 | 13 | 7.4 | $1.3M | 76 | Under 3 |
| Child care and preschools | 34 | #1,259 of 1,611 | 14 | 8.0 | $457K | 46 | 8 |
| Salons, barbers and spas | 34 | #2,005 of 2,385 | 93 | 53.2 | $178K | 84 | 18 |
| Property management | 33 | #735 of 910 | 5 | 2.9 | Index only | 85 | 9 |
| Electricians | 33 | #937 of 1,160 | 5 | 2.9 | $9M | 75 | 15 |
| Veterinarians | 33 | #1,149 of 1,485 | 10 | 5.7 | $1.4M | 51 | 5 |
| Spas and skin care | 33 | #1,461 of 1,769 | 20 | 11.4 | $826K | 94 | 6 |
| Gas stations | 33 | #1,851 of 2,358 | 27 | 15.4 | $1.7M | 73 | 28 |
| Chiropractors | 31 | #1,248 of 1,490 | 15 | 8.6 | $1.6M | 66 | 12 |
| House cleaning | 29 | #766 of 847 | 7 | 4.0 | $2.9M | 46 | 7 |
| Insurance agencies | 28 | #1,865 of 2,272 | 25 | 14.3 | $1.1M | 91 | 20 |
| Bakeries and dessert shops | 26 | #1,717 of 1,889 | 21 | 12.0 | $3.1M | 74 | 22 |
| Pet businesses | 24 | #2,036 of 2,200 | 31 | 17.7 | $448K | 51 | 14 |
| Sit-down restaurants | 24 | #2,232 of 2,405 | 139 | 79.5 | $463K | 70 | 57 |
| Real estate | 23 | #2,196 of 2,229 | 70 | 40.0 | Index only | 78 | 38 |
| Restaurants and cafes | 23 | #2,241 of 2,405 | 306 | 174.9 | $210K | 57 | 104 |
| Pet stores | 22 | #883 of 974 | 5 | 2.9 | $2.8M | 61 | 3 |
| Pet grooming and boarding | 22 | #1,339 of 1,461 | 12 | 6.9 | $1.2M | 45 | 6 |
| Real estate agents and brokers | 22 | #2,142 of 2,176 | 61 | 34.9 | Index only | 71 | 25 |
| Coffee shops and cafes | 21 | #1,969 of 2,063 | 35 | 20.0 | $1.8M | 50 | 22 |
| Lawn, cleaning and pest control | 20 | #1,732 of 1,771 | 21 | 12.0 | $982K | 58 | 35 |
| Roofing and gutters | 18 | #1,129 of 1,177 | 16 | 9.1 | $2.8M | 33 | 5 |
| Landscaping and lawn care | 18 | #1,456 of 1,493 | 14 | 8.0 | $1.5M | 50 | 28 |
| HVAC and plumbing | 17 | #1,676 of 1,707 | 17 | 9.7 | $2.7M | 56 | 35 |
| Home repair trades | 17 | #2,026 of 2,057 | 38 | 21.7 | $1.2M | 49 | 55 |
| Tire shops | Not scored | Not scored | 4 | 2.3 | $4.6M | 183 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 1.7 | $10.9M | 87 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 1.7 | Index only | 202 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 1.7 | $4.7M | 116 | 5 |
| Dry cleaners | Not scored | Not scored | 1 | 0.6 | $32.8M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $18.3M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.6 | $23.6M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Oneida 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 | $18.3M | $1,048 | 109 |
| Gasoline and other fuels | $46.7M | $2,672 | 103 |
| Food away from home | $64.4M | $3,680 | 90 |
| Groceries | $102.6M | $5,867 | 93 |
| Personal care products and services | $16.5M | $944 | 94 |
| Child care and other personal services | $6.4M | $366 | 63 |
| Memberships, classes and admissions | $14.1M | $808 | 82 |
| Medical and dental services | $23.6M | $1,347 | 105 |
| Pets | $13.9M | $794 | 87 |
| Clothing, shoes and related services | $32.8M | $1,876 | 91 |
| Vehicle insurance | $28.5M | $1,627 | 83 |
| Home repairs, maintenance and insurance | $45.2M | $2,585 | 86 |
| Lawn care, cleaning and other household services | $20.6M | $1,179 | 83 |
| Rent and homeowner costs | $236.1M | $13,497 | 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 Oneida County
- Population, 2025 estimate
- 38,131+0.7% since 2020
- Households
- 17,493
- Median age
- 51.4
- Homes lived in by their owners
- 82%
- Vehicles per household
- 1.9
- Land area
- 1,114 sq. mi.
- People per square mile
- 34
- Median household income
- $69,371+22.0% vs. 2015–2019, before inflation
- Average household income
- $91,420
- Median home value
- $238,400
- Jobs located here
- 15,222
- Daytime population
- 35,656Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Oneida 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 Oneida 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
- Vilas County, WI23,647 people
- Lincoln County, WI28,426 people
- Forest County, WI9,369 people
- Langlade County, WI19,490 people
- Price County, WI14,092 people
- Iron County, WI6,210 people
- Marathon County, WI138,403 people
- Taylor County, WI20,024 people
Questions
How fast is Oneida County, WI growing?
Population estimates put Oneida County at 38,131 people in 2025, up 0.7% since 2020, slower than the U.S. (+3.1%). It has 17,493 households. Against the 2015–2019 survey, median household income rose 22.0%, before inflation.
How much do households in Oneida County, WI spend?
Households in Oneida County spend about $236.1M a year on rent and homeowner costs, $102.6M on groceries and $64.4M on food away from home. Relative to the U.S., household spending in Oneida County runs highest on vehicle maintenance and repairs (an index of 109, where 100 is the U.S. average) and lowest on child care and other personal services (63).
Which business types have the highest market scores in Oneida County, WI?
Of the business types scored in Oneida County, physical therapy clinics (67), car washes and detailers (65) and primary care and pediatric clinics (57) have the highest Groundwork market scores. For physical therapy clinics, that ranks #276 of 1,422 scored counties.
How does Oneida County, WI compare with the U.S.?
Median household income in Oneida County is $69,371, 14% below the U.S. median of $80,734. The population rose 0.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $238,400, against $332,700 for the U.S. Against the U.S., map listings per household run highest for roofing and gutter companies (2.5 times the U.S. rate) and lowest for gyms (25% 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. 47 of the 56 business types have a score in Oneida 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 Oneida 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 Oneida 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 Oneida 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.