Small-town market profile · Wisconsin
Rice Lake, WI area market data
How the Rice Lake area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 46,484
- −0.5% since 2020
- Households
- 19,955
- Median household income
- $65,933
- Median home value
- $216,600
- Jobs located here
- 20,886
- Highest market score
- 76
- Car washes and detailing, #31 of 441 scored small-town markets
A site report maps the competitors on map listings around any address in the Rice Lake area by name and distance, and the households and spending within reach. Or open the report at the center of the Rice Lake 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 Rice Lake area has an estimated 46,484 people and 19,955 households. Between 2020 and 2025, the population of the Rice Lake area declined 0.5%, against +3.1% for the U.S. Median household income in the Rice Lake area is $65,933, 18% below the U.S. median of $80,734.
Relative to the U.S., household spending in the Rice Lake area runs highest on vehicle maintenance and repairs (an index of 120, where 100 is the U.S. average) and lowest on child care and other personal services (60).
Of the business types scored in the Rice Lake area, car washes and detailers (76), primary care and pediatric clinics (72) and pizza places (66) have the highest Groundwork market scores. For car washes and detailers, that ranks #31 of 441 scored small-town markets.
The Rice Lake area is made up of one county, Barron County. Against the U.S., map listings per household run highest for landscaping and lawn care companies (88% above the U.S. rate) and lowest for real estate agents and brokers (49% below the U.S. rate).
All 56 business types in the Rice Lake area
Highest Groundwork market score first. Each score compares the Rice Lake area with other small-town markets 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 small-town markets | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Car washes and detailing | 76 | #31 of 441 | 5 | 2.5 | $4.6M | 182 | Under 3 |
| Primary care and pediatrics | 72 | #63 of 458 | 9 | 4.5 | $2.9M | 165 | 16 |
| Pizza | 66 | #108 of 520 | 14 | 7.0 | $5.1M | 100 | 29 |
| Dentists and orthodontists | 65 | #118 of 526 | 15 | 7.5 | $1.8M | 179 | 13 |
| Barbershops | 62 | #113 of 377 | 7 | 3.5 | $2.6M | 139 | Under 3 |
| Doctors, dentists and clinics | 58 | #181 of 538 | 107 | 53.6 | $247K | 162 | 62 |
| Clothing and shoe stores | 52 | #251 of 536 | 28 | 14.0 | $1.3M | 103 | 11 |
| Fast food and sandwich shops | 52 | #267 of 537 | 32 | 16.0 | $2.2M | 73 | 29 |
| Martial arts and dance studios | 51 | #182 of 378 | 8 | 4.0 | $1.9M | 95 | Under 3 |
| Optometrists and eye care | 51 | #196 of 400 | 8 | 4.0 | $3.3M | 105 | 6 |
| Physical therapy | 51 | #200 of 400 | 9 | 4.5 | $2.9M | 122 | 10 |
| Funeral homes | 49 | #183 of 365 | 8 | 4.0 | $420K | 62 | 7 |
| Tire shops | 49 | #223 of 431 | 9 | 4.5 | $2.5M | 101 | 8 |
| Gyms, studios and classes | 48 | #312 of 535 | 28 | 14.0 | $548K | 83 | 5 |
| Clothing, shoes and laundry | 47 | #295 of 536 | 41 | 20.5 | $890K | 101 | 14 |
| Real estate | 46 | #308 of 536 | 40 | 20.0 | Index only | 153 | 15 |
| Real estate agents and brokers | 46 | #314 of 533 | 31 | 15.5 | Index only | 157 | 10 |
| Nail salons | 45 | #230 of 387 | 10 | 5.0 | $1.8M | 110 | 4 |
| Gas stations | 45 | #326 of 536 | 33 | 16.5 | $1.8M | 74 | 30 |
| Coffee shops and cafes | 44 | #329 of 529 | 24 | 12.0 | $3M | 80 | 9 |
| Bakeries and dessert shops | 43 | #326 of 507 | 17 | 8.5 | $4.2M | 101 | 13 |
| Convenience stores | 43 | #351 of 529 | 24 | 12.0 | $4.8M | 61 | Under 3 |
| Sit-down restaurants | 42 | #344 of 538 | 104 | 52.1 | $685K | 103 | 44 |
| Restaurants and cafes | 41 | #369 of 538 | 227 | 113.8 | $314K | 85 | 83 |
| Gyms | 40 | #360 of 506 | 18 | 9.0 | $853K | 66 | 5 |
| Electricians | 37 | #228 of 295 | 7 | 3.5 | $7.3M | 61 | 18 |
| Collision repair and body shops | 37 | #291 of 387 | 10 | 5.0 | $2.3M | 74 | 11 |
| Child care and preschools | 37 | #337 of 454 | 12 | 6.0 | $575K | 57 | 10 |
| Pet businesses | 37 | #413 of 527 | 29 | 14.5 | $530K | 60 | 10 |
| Auto repair and car care | 36 | #410 of 538 | 108 | 54.1 | $212K | 79 | 46 |
| Spas and skin care | 35 | #413 of 504 | 24 | 12.0 | $766K | 87 | 4 |
| Auto repair shops | 34 | #431 of 538 | 68 | 34.1 | $336K | 76 | 34 |
| Grocery and convenience stores | 33 | #435 of 538 | 65 | 32.6 | $1.8M | 52 | 14 |
| Hair salons | 33 | #459 of 538 | 66 | 33.1 | $278K | 65 | 9 |
| HVAC and plumbing | 32 | #408 of 476 | 16 | 8.0 | $3.2M | 67 | 19 |
| Salons, barbers and spas | 30 | #487 of 538 | 109 | 54.6 | $169K | 79 | 17 |
| Chiropractors | 29 | #389 of 426 | 17 | 8.5 | $1.6M | 65 | 17 |
| Grocery stores | 29 | #430 of 506 | 19 | 9.5 | $6.1M | 65 | 14 |
| Laundromats | 28 | #134 of 150 | 8 | 4.0 | $4.6M | 36 | Under 3 |
| Insurance agencies | 27 | #451 of 537 | 35 | 17.5 | $1M | 81 | 26 |
| Home repair trades | 26 | #498 of 526 | 33 | 16.5 | $1.5M | 64 | 46 |
| House cleaning | 25 | #131 of 142 | 6 | 3.0 | $3.8M | 60 | 14 |
| Veterinarians | 23 | #368 of 398 | 12 | 6.0 | $1.3M | 47 | 10 |
| Roofing and gutters | 22 | #278 of 288 | 10 | 5.0 | $5.1M | 60 | 9 |
| Landscaping and lawn care | 19 | #392 of 399 | 18 | 9.0 | $1.3M | 44 | 22 |
| Lawn, cleaning and pest control | 18 | #474 of 481 | 24 | 12.0 | $959K | 57 | 36 |
| Home inspectors | Not scored | Not scored | 4 | 2.0 | Index only | 25 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 2.0 | Index only | 170 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 2.0 | $3.8M | 151 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 1.5 | $5.1M | 113 | Under 3 |
| Dry cleaners | Not scored | Not scored | 2 | 1.0 | $18.2M | Too few | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.0 | $7.7M | Too few | 5 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.5 | $22.9M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 0.5 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Rice Lake 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 | $22.9M | $1,146 | 120 |
| Gasoline and other fuels | $58.6M | $2,936 | 113 |
| Food away from home | $71.2M | $3,569 | 88 |
| Groceries | $115.2M | $5,771 | 91 |
| Personal care products and services | $18.4M | $921 | 92 |
| Child care and other personal services | $6.9M | $346 | 60 |
| Memberships, classes and admissions | $15.3M | $769 | 78 |
| Medical and dental services | $26.4M | $1,323 | 103 |
| Pets | $15.4M | $770 | 85 |
| Clothing, shoes and related services | $36.5M | $1,828 | 89 |
| Vehicle insurance | $35.7M | $1,790 | 91 |
| Home repairs, maintenance and insurance | $50.9M | $2,552 | 85 |
| Lawn care, cleaning and other household services | $23M | $1,154 | 82 |
| Rent and homeowner costs | $265M | $13,280 | 80 |
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 Rice Lake area
- Population, 2025 estimate
- 46,484−0.5% since 2020
- Households
- 19,955
- Median age
- 45.8
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.0
- Land area
- 863 sq. mi.
- People per square mile
- 54
- Median household income
- $65,933
- Average household income
- $87,099
- Median home value
- $216,600
- Jobs located here
- 20,886
- Daytime population
- 44,130Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rice Lake area?
These figures cover the whole small-town market. 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 Rice Lake 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 Rice Lake area 1
- Barron County, WI46,797 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
- 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
Questions
How fast is the Rice Lake, WI area growing?
Population estimates put the Rice Lake area at 46,484 people in 2025, down 0.5% since 2020, against +3.1% for the U.S. It has 19,955 households.
How much do households in the Rice Lake, WI area spend?
Households in the Rice Lake area spend about $265M a year on rent and homeowner costs, $115.2M on groceries and $71.2M on food away from home. Set against the U.S., households in the Rice Lake area spend the most on vehicle maintenance and repairs (an index of 120, where 100 is the U.S. average) and the least on child care and other personal services (60).
Which business types have the highest market scores in the Rice Lake, WI area?
The highest Groundwork market scores in the Rice Lake area are for car washes and detailers (76), primary care and pediatric clinics (72) and pizza places (66). The Rice Lake area ranks #31 of 441 scored small-town markets for car washes and detailers.
How does the Rice Lake, WI area compare with the U.S.?
The median household income in the Rice Lake area is $65,933 a year, 18% below the U.S. median of $80,734. The population fell 0.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $216,600, against $332,700 for the U.S. For its number of households, the Rice Lake area has the most map listings, relative to the U.S., for landscaping and lawn care companies (88% above the U.S. rate) and the fewest for real estate agents and brokers (49% 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. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. 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. 46 of the 56 business types have a score in the Rice Lake area, each ranked against other small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Rice Lake 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.
All markets in Wisconsin · Every U.S. market · How we measure
Screening a site or an acquisition in the Rice Lake 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 Rice Lake 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.