County profile · Wisconsin
Portage County, WI market data
How Portage County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 71,943
- +2.2% since 2020
- Households
- 29,679
- Median household income
- $76,070
- +29.3% vs. 2015–2019, before inflation
- Median home value
- $243,100
- Jobs located here
- 33,759
- Highest market score
- 82
- Tire shops, #76 of 1,530 scored counties
A site report maps the competitors on map listings around any address in Portage County by name and distance, and the households and spending within reach. Or open the report at the center of Portage 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
Portage County has an estimated 71,943 people and 29,679 households. Between 2020 and 2025, the population of Portage County grew 2.2%, slower than the U.S. (+3.1%). Median household income in Portage County is $76,070, 6% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.3%, before inflation.
Relative to the U.S., household spending in Portage County runs highest on vehicle maintenance and repairs (an index of 119, where 100 is the U.S. average) and lowest on child care and other personal services (67).
Of the business types scored in Portage County, tire shops (82), car washes and detailers (80) and optometrists and eye clinics (76) have the highest Groundwork market scores. For tire shops, that ranks #76 of 1,530 scored counties.
Portage County is part of the Stevens Point-Plover area. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (78% above the U.S. rate) and lowest for pizza places (50% below the U.S. rate).
All 56 business types in Portage County
Highest Groundwork market score first. Each score compares Portage 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 |
|---|---|---|---|---|---|---|---|
| Tire shops | 82 | #76 of 1,530 | 8 | 2.7 | $4.2M | 168 | 3 |
| Car washes and detailing | 80 | #56 of 1,451 | 8 | 2.7 | $4.2M | 167 | Under 3 |
| Optometrists and eye care | 76 | #106 of 1,302 | 6 | 2.0 | $6.9M | 221 | 5 |
| Veterinarians | 76 | #144 of 1,485 | 7 | 2.4 | $3.5M | 130 | 5 |
| Clothing and shoe stores | 75 | #244 of 2,087 | 29 | 9.8 | $2M | 156 | 5 |
| Auto repair and car care | 74 | #246 of 2,401 | 87 | 29.3 | $388K | 144 | 40 |
| Gas stations | 74 | #287 of 2,358 | 23 | 7.7 | $3.7M | 156 | 23 |
| Pizza | 73 | #210 of 2,090 | 12 | 4.0 | $9.5M | 188 | 53 |
| Clothing, shoes and laundry | 73 | #300 of 2,210 | 43 | 14.5 | $1.3M | 152 | 5 |
| HVAC and plumbing | 68 | #251 of 1,707 | 14 | 4.7 | $5.7M | 120 | 19 |
| Auto repair shops | 67 | #457 of 2,378 | 57 | 19.2 | $591K | 133 | 33 |
| Grocery stores | 67 | #490 of 2,070 | 20 | 6.7 | $9M | 96 | 7 |
| Grocery and convenience stores | 66 | #575 of 2,402 | 67 | 22.6 | $2.7M | 79 | 8 |
| Electricians | 64 | #267 of 1,160 | 7 | 2.4 | $11.4M | 95 | 10 |
| Physical therapy | 64 | #342 of 1,422 | 14 | 4.7 | $3M | 123 | 11 |
| Property management | 63 | #234 of 910 | 5 | 1.7 | Index only | 149 | 6 |
| Bakeries and dessert shops | 63 | #453 of 1,889 | 24 | 8.1 | $4.8M | 115 | 13 |
| Child care and preschools | 63 | #459 of 1,611 | 12 | 4.0 | $962K | 96 | 9 |
| Barbershops | 60 | #442 of 1,356 | 9 | 3.0 | $3.2M | 172 | 3 |
| Collision repair and body shops | 59 | #468 of 1,327 | 12 | 4.0 | $2.8M | 91 | 7 |
| Dentists and orthodontists | 59 | #625 of 1,886 | 32 | 10.8 | $1.3M | 132 | 24 |
| Convenience stores | 59 | #805 of 2,261 | 29 | 9.8 | $6.2M | 78 | Under 3 |
| Home repair trades | 58 | #675 of 2,057 | 36 | 12.1 | $2.2M | 91 | 35 |
| Nail salons | 56 | #515 of 1,328 | 16 | 5.4 | $1.8M | 109 | Under 3 |
| Doctors, dentists and clinics | 55 | #951 of 2,394 | 161 | 54.2 | $258K | 169 | 119 |
| Spas and skin care | 53 | #780 of 1,769 | 31 | 10.4 | $943K | 108 | 6 |
| Coffee shops and cafes | 53 | #915 of 2,063 | 35 | 11.8 | $3.3M | 88 | 13 |
| Fast food and sandwich shops | 53 | #1,035 of 2,222 | 44 | 14.8 | $2.6M | 85 | 53 |
| Funeral homes | 52 | #650 of 1,472 | 5 | 1.7 | $775K | 114 | 6 |
| Real estate agents and brokers | 52 | #950 of 2,176 | 57 | 19.2 | Index only | 133 | 16 |
| Real estate | 52 | #993 of 2,229 | 67 | 22.6 | Index only | 143 | 28 |
| Sit-down restaurants | 49 | #1,214 of 2,405 | 151 | 50.9 | $757K | 114 | 72 |
| House cleaning | 48 | #456 of 847 | 6 | 2.0 | $6M | 94 | 14 |
| Martial arts and dance studios | 48 | #732 of 1,334 | 13 | 4.4 | $2M | 98 | 11 |
| Salons, barbers and spas | 48 | #1,282 of 2,385 | 127 | 42.8 | $230K | 108 | 30 |
| Hair salons | 48 | #1,289 of 2,339 | 71 | 23.9 | $412K | 96 | 19 |
| Lawn, cleaning and pest control | 47 | #970 of 1,771 | 25 | 8.4 | $1.4M | 86 | 38 |
| Pet businesses | 47 | #1,252 of 2,200 | 42 | 14.2 | $589K | 67 | 16 |
| Landscaping and lawn care | 46 | #833 of 1,493 | 17 | 5.7 | $2.1M | 73 | 24 |
| Chiropractors | 44 | #910 of 1,490 | 23 | 7.7 | $1.8M | 75 | 13 |
| Laundromats | 43 | #478 of 785 | 6 | 2.0 | $9.6M | 77 | Under 3 |
| Pet stores | 43 | #605 of 974 | 7 | 2.4 | $3.5M | 78 | 3 |
| Gyms | 40 | #1,245 of 1,792 | 29 | 9.8 | $882K | 68 | 11 |
| Restaurants and cafes | 40 | #1,628 of 2,405 | 357 | 120.3 | $320K | 86 | 140 |
| Roofing and gutters | 38 | #862 of 1,177 | 15 | 5.1 | $5.3M | 63 | 6 |
| Insurance agencies | 36 | #1,614 of 2,272 | 46 | 15.5 | $1.1M | 90 | 31 |
| Gyms, studios and classes | 36 | #1,621 of 2,088 | 53 | 17.9 | $483K | 73 | 22 |
| Pet grooming and boarding | 34 | #1,107 of 1,461 | 19 | 6.4 | $1.3M | 51 | 8 |
| Yoga, Pilates and fitness studios | 32 | #662 of 777 | 11 | 3.7 | $2.3M | 57 | 11 |
| Dry cleaners | Not scored | Not scored | 4 | 1.3 | $14.4M | 92 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 1.3 | Index only | 265 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 4 | 1.3 | $10.4M | 583 | 63 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.0 | $11.2M | 82 | 3 |
| Pest control | Not scored | Not scored | 2 | 0.7 | $18.1M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.3 | Index only | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in Portage 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 | $33.7M | $1,136 | 119 |
| Gasoline and other fuels | $85.8M | $2,889 | 111 |
| Food away from home | $114.4M | $3,853 | 95 |
| Groceries | $179.1M | $6,036 | 96 |
| Personal care products and services | $29.2M | $985 | 98 |
| Child care and other personal services | $11.5M | $389 | 67 |
| Memberships, classes and admissions | $25.6M | $862 | 88 |
| Medical and dental services | $41.5M | $1,400 | 109 |
| Pets | $24.7M | $834 | 92 |
| Clothing, shoes and related services | $57.6M | $1,942 | 94 |
| Vehicle insurance | $52.1M | $1,756 | 90 |
| Home repairs, maintenance and insurance | $80M | $2,695 | 89 |
| Lawn care, cleaning and other household services | $36.2M | $1,220 | 86 |
| Rent and homeowner costs | $413.9M | $13,947 | 84 |
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 Portage County
- Population, 2025 estimate
- 71,943+2.2% since 2020
- Households
- 29,679
- Median age
- 40.0
- Homes lived in by their owners
- 70%
- Vehicles per household
- 2.0
- Land area
- 801 sq. mi.
- People per square mile
- 88
- Median household income
- $76,070+29.3% vs. 2015–2019, before inflation
- Average household income
- $94,142
- Median home value
- $243,100
- Jobs located here
- 33,759
- Daytime population
- 69,944Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Portage 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 Portage 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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- Waupaca County, WI51,569 people
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- Waushara County, WI24,868 people
- Adams County, WI21,123 people
- Shawano County, WI41,039 people
- Marquette County, WI15,746 people
- Green Lake County, WI19,263 people
Questions
How fast is Portage County, WI growing?
Population estimates put Portage County at 71,943 people in 2025, up 2.2% since 2020, slower than the U.S. (+3.1%). It has 29,679 households. Median household income rose 29.3% from the 2015–2019 survey, before inflation.
How much do households in Portage County, WI spend?
Households in Portage County spend about $413.9M a year on rent and homeowner costs, $179.1M on groceries and $114.4M on food away from home. Set against the U.S., households in Portage County spend the most on vehicle maintenance and repairs (an index of 119, where 100 is the U.S. average) and the least on child care and other personal services (67).
Which business types have the highest market scores in Portage County, WI?
The highest Groundwork market scores in Portage County are for tire shops (82), car washes and detailers (80) and optometrists and eye clinics (76). Portage County ranks #76 of 1,530 scored counties for tire shops.
How does Portage County, WI compare with the U.S.?
The median household income in Portage County is $76,070 a year, 6% below the U.S. median of $80,734. The population rose 2.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $243,100, against $332,700 for the U.S. For its number of households, Portage County has the most map listings, relative to the U.S., for pet grooming and boarding businesses (78% above the U.S. rate) and the fewest for pizza places (50% 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. 49 of the 56 business types have a score in Portage 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 Portage 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 Portage 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 Portage 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.