Metro area profile · Wisconsin
Oshkosh-Neenah, WI metro area market data
Population, household spending and competition for 56 business types in the Oshkosh-Neenah metro area, each scored against other metro areas.
- Population, 2025
- 174,218
- +1.4% since 2020
- Households
- 72,667
- Median household income
- $74,925
- +28.0% vs. 2015–2019, before inflation
- Median home value
- $225,800
- Jobs located here
- 96,519
- Highest market score
- 76
- Dentists and orthodontists, #19 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Oshkosh-Neenah metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Oshkosh-Neenah 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
An estimated 174,218 people live in the Oshkosh-Neenah metro area, in 72,667 households. Between 2020 and 2025, the population of the Oshkosh-Neenah metro area grew 1.4%, slower than the U.S. (+3.1%). The median household income in the Oshkosh-Neenah metro area is $74,925 a year, 7% below the U.S. median of $80,734. That rose 28.0% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Oshkosh-Neenah metro area spend the most on vehicle maintenance and repairs (an index of 108, where 100 is the U.S. average) and the least on child care and other personal services (67).
The highest Groundwork market scores in the Oshkosh-Neenah metro area are for dentists and orthodontists (76), bakeries and dessert shops (74) and coffee shops and cafes (72). The Oshkosh-Neenah metro area ranks #19 of 387 scored metro areas for dentists and orthodontists.
The Oshkosh-Neenah metro area is made up of one county, Winnebago County. For its number of households, the Oshkosh-Neenah metro area has the most map listings, relative to the U.S., for pet stores (60% above the U.S. rate) and the fewest for mortgage brokers and lenders (51% below the U.S. rate).
All 56 business types in the Oshkosh-Neenah metro area
Highest Groundwork market score first. Each score compares the Oshkosh-Neenah 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 |
|---|---|---|---|---|---|---|---|
| Dentists and orthodontists | 76 | #19 of 387 | 70 | 9.6 | $1.4M | 147 | 50 |
| Bakeries and dessert shops | 74 | #18 of 387 | 38 | 5.2 | $7.3M | 177 | 30 |
| Coffee shops and cafes | 72 | #34 of 387 | 54 | 7.4 | $5.1M | 139 | 26 |
| Spas and skin care | 71 | #34 of 387 | 57 | 7.8 | $1.2M | 142 | 10 |
| Tire shops | 71 | #60 of 386 | 23 | 3.2 | $3.3M | 131 | 7 |
| Veterinarians | 70 | #57 of 384 | 16 | 2.2 | $3.8M | 138 | 13 |
| Grocery stores | 69 | #65 of 387 | 36 | 5.0 | $12.1M | 130 | 19 |
| Barbershops | 68 | #65 of 387 | 24 | 3.3 | $3M | 157 | 3 |
| Restaurants and cafes | 68 | #74 of 387 | 674 | 92.8 | $413K | 111 | 264 |
| Fast food and sandwich shops | 67 | #94 of 387 | 82 | 11.3 | $3.4M | 111 | 118 |
| Nail salons | 66 | #64 of 387 | 30 | 4.1 | $2.4M | 142 | 9 |
| Sit-down restaurants | 65 | #78 of 387 | 343 | 47.2 | $811K | 122 | 117 |
| Collision repair and body shops | 65 | #92 of 381 | 17 | 2.3 | $4.4M | 144 | 18 |
| Mortgage brokers and lenders | 64 | #63 of 373 | 15 | 2.1 | Index only | 172 | 4 |
| Auto repair shops | 64 | #87 of 387 | 128 | 17.6 | $590K | 133 | 78 |
| Grocery and convenience stores | 64 | #101 of 387 | 120 | 16.5 | $3.6M | 107 | 22 |
| Clothing, shoes and laundry | 64 | #104 of 387 | 140 | 19.3 | $1M | 114 | 41 |
| Clothing and shoe stores | 63 | #109 of 387 | 99 | 13.6 | $1.4M | 112 | 37 |
| Auto repair and car care | 62 | #102 of 387 | 241 | 33.2 | $313K | 117 | 104 |
| Dry cleaners | 60 | #86 of 272 | 6 | 0.8 | $23.4M | 150 | Under 3 |
| Martial arts and dance studios | 60 | #93 of 387 | 18 | 2.5 | $3.5M | 172 | 21 |
| Oil change and quick lube | 60 | #93 of 290 | 5 | 0.7 | $15.1M | 110 | 5 |
| Convenience stores | 60 | #133 of 387 | 60 | 8.3 | $7.3M | 92 | 3 |
| Salons, barbers and spas | 59 | #94 of 387 | 303 | 41.7 | $235K | 110 | 60 |
| Real estate agents and brokers | 59 | #94 of 387 | 127 | 17.5 | Index only | 146 | 43 |
| Real estate | 59 | #99 of 387 | 163 | 22.4 | Index only | 143 | 91 |
| Pizza | 58 | #127 of 387 | 56 | 7.7 | $5M | 98 | 118 |
| House cleaning | 57 | #113 of 375 | 11 | 1.5 | $8M | 126 | 31 |
| Gyms | 57 | #122 of 387 | 40 | 5.5 | $1.6M | 120 | 24 |
| Primary care and pediatrics | 57 | #136 of 387 | 39 | 5.4 | $2.6M | 146 | 138 |
| Gyms, studios and classes | 56 | #126 of 387 | 76 | 10.5 | $824K | 124 | 45 |
| Property management | 52 | #164 of 374 | 15 | 2.1 | Index only | 121 | 28 |
| Urgent care and walk-in clinics | 51 | #98 of 197 | 6 | 0.8 | $16.9M | 69 | 4 |
| Car washes and detailing | 49 | #200 of 387 | 31 | 4.3 | $2.4M | 97 | 13 |
| Child care and preschools | 47 | #222 of 387 | 34 | 4.7 | $831K | 83 | 28 |
| Physical therapy | 46 | #220 of 386 | 47 | 6.5 | $2.2M | 90 | 30 |
| Gas stations | 46 | #223 of 387 | 77 | 10.6 | $2.5M | 104 | 62 |
| Pet businesses | 44 | #241 of 387 | 78 | 10.7 | $771K | 88 | 39 |
| Hair salons | 44 | #248 of 387 | 191 | 26.3 | $372K | 87 | 37 |
| Laundromats | 40 | #247 of 364 | 15 | 2.1 | $9.4M | 75 | 4 |
| Funeral homes | 39 | #249 of 377 | 15 | 2.1 | $655K | 96 | 11 |
| Doctors, dentists and clinics | 39 | #285 of 387 | 798 | 109.8 | $127K | 83 | 267 |
| Insurance agencies | 38 | #263 of 387 | 102 | 14.0 | $1.1M | 91 | 64 |
| Chiropractors | 38 | #289 of 386 | 51 | 7.0 | $2M | 83 | 30 |
| Yoga, Pilates and fitness studios | 37 | #290 of 347 | 18 | 2.5 | $3.5M | 86 | 24 |
| Lawn, cleaning and pest control | 35 | #307 of 387 | 73 | 10.0 | $1.2M | 72 | 101 |
| Electricians | 35 | #311 of 383 | 22 | 3.0 | $8.9M | 74 | 45 |
| Optometrists and eye care | 35 | #312 of 386 | 41 | 5.6 | $2.5M | 79 | 15 |
| HVAC and plumbing | 35 | #315 of 387 | 56 | 7.7 | $3.5M | 73 | 56 |
| Home inspectors | 32 | #204 of 243 | 6 | 0.8 | Index only | 64 | 4 |
| Landscaping and lawn care | 31 | #320 of 385 | 48 | 6.6 | $1.8M | 63 | 61 |
| Home repair trades | 31 | #347 of 387 | 116 | 16.0 | $1.7M | 69 | 119 |
| Pet grooming and boarding | 30 | #326 of 386 | 31 | 4.3 | $1.9M | 76 | 19 |
| Pest control | 29 | #311 of 345 | 14 | 1.9 | $6.3M | 62 | 9 |
| Roofing and gutters | 27 | #357 of 381 | 38 | 5.2 | $5.1M | 61 | 18 |
| Pet stores | 23 | #356 of 382 | 23 | 3.2 | $2.6M | 58 | 7 |
Household spending in the Oshkosh-Neenah 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 | $75.5M | $1,039 | 108 |
| Gasoline and other fuels | $191.7M | $2,638 | 102 |
| Food away from home | $278.1M | $3,827 | 94 |
| Groceries | $436.2M | $6,003 | 95 |
| Personal care products and services | $71.1M | $979 | 97 |
| Child care and other personal services | $28.2M | $389 | 67 |
| Memberships, classes and admissions | $62.6M | $861 | 88 |
| Medical and dental services | $101.2M | $1,393 | 108 |
| Pets | $60.1M | $828 | 91 |
| Clothing, shoes and related services | $140.7M | $1,936 | 94 |
| Vehicle insurance | $116.5M | $1,604 | 82 |
| Home repairs, maintenance and insurance | $195M | $2,683 | 89 |
| Lawn care, cleaning and other household services | $88.3M | $1,216 | 86 |
| Rent and homeowner costs | $1B | $13,889 | 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 the Oshkosh-Neenah metro area
- Population, 2025 estimate
- 174,218+1.4% since 2020
- Households
- 72,667
- Median age
- 40.1
- Homes lived in by their owners
- 66%
- Vehicles per household
- 1.8
- Land area
- 435 sq. mi.
- People per square mile
- 395
- Median household income
- $74,925+28.0% vs. 2015–2019, before inflation
- Average household income
- $94,286
- Median home value
- $225,800
- Jobs located here
- 96,519
- Daytime population
- 182,504Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Oshkosh-Neenah 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 Oshkosh-Neenah 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 Oshkosh-Neenah metro area 1
- Winnebago County, WI171,769 people
Other markets based in Wisconsin 12
- Milwaukee-Waukesha, WI metro area1,568,938 people
- 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
- 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 Oshkosh-Neenah, WI metro area growing?
Population estimates put the Oshkosh-Neenah metro area at 174,218 people in 2025, up 1.4% since 2020, slower than the U.S. (+3.1%). It has 72,667 households. Against the 2015–2019 survey, median household income rose 28.0%, before inflation.
How much do households in the Oshkosh-Neenah, WI metro area spend?
Households in the Oshkosh-Neenah metro area spend about $1B a year on rent and homeowner costs, $436.2M on groceries and $278.1M on food away from home. Relative to the U.S., household spending in the Oshkosh-Neenah metro area runs highest on vehicle maintenance and repairs (an index of 108, 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 the Oshkosh-Neenah, WI metro area?
Of the business types scored in the Oshkosh-Neenah metro area, dentists and orthodontists (76), bakeries and dessert shops (74) and coffee shops and cafes (72) have the highest Groundwork market scores. For dentists and orthodontists, that ranks #19 of 387 scored metro areas.
How does the Oshkosh-Neenah, WI metro area compare with the U.S.?
Median household income in the Oshkosh-Neenah metro area is $74,925, 7% below the U.S. median of $80,734. The population rose 1.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $225,800, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pet stores (60% above the U.S. rate) and lowest for mortgage brokers and lenders (51% 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 Oshkosh-Neenah 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 Oshkosh-Neenah 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.
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Screening a site or an acquisition in the Oshkosh-Neenah 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 Oshkosh-Neenah 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.