Metro area profile · Wisconsin
Racine-Mount Pleasant, WI metro area market data
How the Racine-Mount Pleasant metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 198,919
- +0.4% since 2020
- Households
- 80,406
- Median household income
- $78,096
- +27.3% vs. 2015–2019, before inflation
- Median home value
- $251,400
- Jobs located here
- 75,599
- Highest market score
- 76
- Clothing and shoe stores, #31 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Racine-Mount Pleasant metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Racine-Mount Pleasant 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
The Racine-Mount Pleasant metro area has an estimated 198,919 people and 80,406 households. Population estimates show the Racine-Mount Pleasant metro area grew 0.4% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Racine-Mount Pleasant metro area is $78,096, 3% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 27.3%, before inflation.
Relative to the U.S., household spending in the Racine-Mount Pleasant metro area runs highest on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and lowest on child care and other personal services (72).
Of the business types scored in the Racine-Mount Pleasant metro area, clothing and shoe stores (76); coffee shops and cafes (75); and clothing, shoe and laundry businesses (75) have the highest Groundwork market scores. For clothing and shoe stores, that ranks #31 of 387 scored metro areas.
The Racine-Mount Pleasant metro area is made up of one county, Racine County. Against the U.S., map listings per household run highest for landscaping and lawn care companies (83% above the U.S. rate) and lowest for real estate agents and brokers (50% below the U.S. rate).
All 56 business types in the Racine-Mount Pleasant metro area
Highest Groundwork market score first. Each score compares the Racine-Mount Pleasant 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 |
|---|---|---|---|---|---|---|---|
| Clothing and shoe stores | 76 | #31 of 387 | 82 | 10.2 | $2M | 154 | 22 |
| Coffee shops and cafes | 75 | #24 of 387 | 47 | 5.8 | $6.8M | 183 | 29 |
| Clothing, shoes and laundry | 75 | #33 of 387 | 121 | 15.0 | $1.3M | 151 | 33 |
| Martial arts and dance studios | 73 | #20 of 387 | 24 | 3.0 | $3.1M | 152 | 11 |
| Tire shops | 73 | #43 of 386 | 23 | 2.9 | $3.7M | 148 | 7 |
| Restaurants and cafes | 73 | #45 of 387 | 722 | 89.8 | $441K | 119 | 300 |
| Roofing and gutters | 71 | #37 of 381 | 15 | 1.9 | $14.8M | 175 | 8 |
| Gyms, studios and classes | 69 | #38 of 387 | 79 | 9.8 | $930K | 141 | 34 |
| Sit-down restaurants | 69 | #54 of 387 | 358 | 44.5 | $889K | 134 | 128 |
| Pizza | 69 | #63 of 387 | 48 | 6.0 | $6.6M | 130 | 143 |
| Car washes and detailing | 68 | #60 of 387 | 32 | 4.0 | $2.7M | 106 | 7 |
| Nail salons | 67 | #56 of 387 | 27 | 3.4 | $3M | 180 | 13 |
| Pest control | 66 | #64 of 345 | 6 | 0.7 | $16.7M | 164 | 5 |
| Barbershops | 66 | #74 of 387 | 26 | 3.2 | $3.1M | 165 | 4 |
| Spas and skin care | 65 | #56 of 387 | 67 | 8.3 | $1.2M | 138 | 14 |
| Fast food and sandwich shops | 65 | #101 of 387 | 95 | 11.8 | $3.3M | 110 | 143 |
| Gyms | 64 | #66 of 387 | 43 | 5.3 | $1.7M | 131 | 23 |
| Oil change and quick lube | 64 | #68 of 290 | 5 | 0.6 | $17.1M | 124 | 5 |
| Real estate | 63 | #66 of 387 | 165 | 20.5 | Index only | 160 | 85 |
| Real estate agents and brokers | 63 | #72 of 387 | 124 | 15.4 | Index only | 169 | 45 |
| Dentists and orthodontists | 63 | #100 of 387 | 91 | 11.3 | $1.3M | 129 | 68 |
| Mortgage brokers and lenders | 62 | #84 of 373 | 19 | 2.4 | Index only | 154 | 4 |
| Primary care and pediatrics | 62 | #102 of 387 | 42 | 5.2 | $2.7M | 154 | 136 |
| Yoga, Pilates and fitness studios | 61 | #70 of 347 | 12 | 1.5 | $6.1M | 151 | 23 |
| Dry cleaners | 61 | #81 of 272 | 7 | 0.9 | $22.9M | 146 | 6 |
| Property management | 61 | #88 of 374 | 14 | 1.7 | Index only | 147 | 23 |
| Electricians | 61 | #100 of 383 | 17 | 2.1 | $13M | 109 | 35 |
| Auto repair and car care | 61 | #112 of 387 | 276 | 34.3 | $309K | 115 | 113 |
| Convenience stores | 60 | #127 of 387 | 56 | 7.0 | $8.8M | 111 | 13 |
| Salons, barbers and spas | 58 | #108 of 387 | 317 | 39.4 | $255K | 120 | 82 |
| Bakeries and dessert shops | 58 | #135 of 387 | 70 | 8.7 | $4.5M | 110 | 36 |
| Chiropractors | 57 | #141 of 386 | 43 | 5.3 | $2.7M | 112 | 22 |
| Home repair trades | 56 | #143 of 387 | 93 | 11.6 | $2.4M | 98 | 110 |
| Laundromats | 55 | #151 of 364 | 11 | 1.4 | $14.6M | 117 | 5 |
| Insurance agencies | 54 | #162 of 387 | 85 | 10.6 | $1.5M | 122 | 59 |
| Grocery and convenience stores | 54 | #175 of 387 | 137 | 17.0 | $3.6M | 106 | 48 |
| Auto repair shops | 53 | #174 of 387 | 168 | 20.9 | $508K | 114 | 93 |
| Collision repair and body shops | 51 | #194 of 381 | 27 | 3.4 | $3.2M | 103 | 18 |
| Optometrists and eye care | 50 | #202 of 386 | 37 | 4.6 | $3.1M | 99 | 14 |
| Pet grooming and boarding | 50 | #202 of 386 | 33 | 4.1 | $2.1M | 82 | 12 |
| Pet businesses | 49 | #199 of 387 | 92 | 11.4 | $752K | 86 | 37 |
| Grocery stores | 46 | #224 of 387 | 48 | 6.0 | $10.2M | 110 | 35 |
| Veterinarians | 46 | #225 of 384 | 30 | 3.7 | $2.3M | 85 | 19 |
| Funeral homes | 45 | #207 of 377 | 16 | 2.0 | $718K | 106 | 12 |
| Hair salons | 45 | #233 of 387 | 194 | 24.1 | $417K | 97 | 49 |
| Gas stations | 44 | #237 of 387 | 83 | 10.3 | $2.6M | 109 | 75 |
| Pet stores | 44 | #242 of 382 | 17 | 2.1 | $4.1M | 90 | 6 |
| Physical therapy | 43 | #241 of 386 | 66 | 8.2 | $1.7M | 73 | 28 |
| Doctors, dentists and clinics | 43 | #257 of 387 | 893 | 111.1 | $129K | 85 | 268 |
| Urgent care and walk-in clinics | 40 | #140 of 197 | 7 | 0.9 | $16.5M | 67 | Under 3 |
| House cleaning | 38 | #288 of 375 | 22 | 2.7 | $4.6M | 71 | 31 |
| HVAC and plumbing | 35 | #311 of 387 | 61 | 7.6 | $3.6M | 76 | 67 |
| Child care and preschools | 33 | #311 of 387 | 47 | 5.8 | $716K | 71 | 45 |
| Lawn, cleaning and pest control | 25 | #364 of 387 | 99 | 12.3 | $1M | 60 | 126 |
| Home inspectors | 22 | #237 of 243 | 8 | 1.0 | Index only | 54 | 6 |
| Landscaping and lawn care | 18 | #377 of 385 | 71 | 8.8 | $1.4M | 48 | 90 |
Household spending in the Racine-Mount Pleasant 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 | $85.3M | $1,061 | 111 |
| Gasoline and other fuels | $215M | $2,674 | 103 |
| Food away from home | $318.2M | $3,957 | 97 |
| Groceries | $491.3M | $6,111 | 97 |
| Personal care products and services | $81M | $1,007 | 100 |
| Child care and other personal services | $33.7M | $419 | 72 |
| Memberships, classes and admissions | $73.5M | $914 | 93 |
| Medical and dental services | $115.4M | $1,435 | 111 |
| Pets | $69.2M | $861 | 95 |
| Clothing, shoes and related services | $160.6M | $1,997 | 97 |
| Vehicle insurance | $130.1M | $1,618 | 83 |
| Home repairs, maintenance and insurance | $221.5M | $2,755 | 91 |
| Lawn care, cleaning and other household services | $100.4M | $1,248 | 88 |
| Rent and homeowner costs | $1.1B | $14,204 | 85 |
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 Racine-Mount Pleasant metro area
- Population, 2025 estimate
- 198,919+0.4% since 2020
- Households
- 80,406
- Median age
- 41.8
- Homes lived in by their owners
- 71%
- Vehicles per household
- 1.8
- Land area
- 333 sq. mi.
- People per square mile
- 594
- Median household income
- $78,096+27.3% vs. 2015–2019, before inflation
- Average household income
- $99,261
- Median home value
- $251,400
- Jobs located here
- 75,599
- Daytime population
- 171,951Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Racine-Mount Pleasant 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 Racine-Mount Pleasant 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 Racine-Mount Pleasant metro area 1
- Racine County, WI197,532 people
Other markets based in Wisconsin 12
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- Eau Claire, WI metro area173,915 people
- Oshkosh-Neenah, WI metro area171,769 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 Racine-Mount Pleasant, WI metro area growing?
Population estimates put the Racine-Mount Pleasant metro area at 198,919 people in 2025, up 0.4% since 2020, slower than the U.S. (+3.1%). It has 80,406 households. Median household income rose 27.3% from the 2015–2019 survey, before inflation.
How much do households in the Racine-Mount Pleasant, WI metro area spend?
Households in the Racine-Mount Pleasant metro area spend about $1.1B a year on rent and homeowner costs, $491.3M on groceries and $318.2M on food away from home. Set against the U.S., households in the Racine-Mount Pleasant metro area spend the most on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and the least on child care and other personal services (72).
Which business types have the highest market scores in the Racine-Mount Pleasant, WI metro area?
The highest Groundwork market scores in the Racine-Mount Pleasant metro area are for clothing and shoe stores (76); coffee shops and cafes (75); and clothing, shoe and laundry businesses (75). The Racine-Mount Pleasant metro area ranks #31 of 387 scored metro areas for clothing and shoe stores.
How does the Racine-Mount Pleasant, WI metro area compare with the U.S.?
The median household income in the Racine-Mount Pleasant metro area is $78,096 a year, 3% below the U.S. median of $80,734. The population rose 0.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $251,400, against $332,700 for the U.S. For its number of households, the Racine-Mount Pleasant metro area has the most map listings, relative to the U.S., for landscaping and lawn care companies (83% above the U.S. rate) and the fewest for real estate agents and brokers (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. All 56 business types have a score in the Racine-Mount Pleasant 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 Racine-Mount Pleasant 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 Racine-Mount Pleasant metro area?
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The button opens the report at the center of the Racine-Mount Pleasant 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.