County profile · Wisconsin
Rock County, WI market data
How Rock County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 166,472
- +1.7% since 2020
- Households
- 67,201
- Median household income
- $75,673
- +30.8% vs. 2015–2019, before inflation
- Median home value
- $231,600
- Jobs located here
- 69,632
- Highest market score
- 85
- Primary care and pediatrics, #32 of 1,656 scored counties
A site report maps the competitors on map listings around any address in Rock County by name and distance, and the households and spending within reach. Or open the report at the center of Rock 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
Rock County has an estimated 166,472 people and 67,201 households. Between 2020 and 2025, the population of Rock County grew 1.7%, slower than the U.S. (+3.1%). Median household income in Rock County is $75,673, 6% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 30.8%, before inflation.
Relative to the U.S., household spending in Rock County runs highest on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and lowest on child care and other personal services (66).
Of the business types scored in Rock County, primary care and pediatric clinics (85), physical therapy clinics (81) and tire shops (79) have the highest Groundwork market scores. For primary care and pediatric clinics, that ranks #32 of 1,656 scored counties.
Rock County is part of the Janesville-Beloit metro area. Against the U.S., map listings per household run highest for roofing and gutter companies (86% above the U.S. rate) and lowest for primary care and pediatric clinics (79% below the U.S. rate).
All 56 business types in Rock County
Highest Groundwork market score first. Each score compares Rock 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 |
|---|---|---|---|---|---|---|---|
| Primary care and pediatrics | 85 | #32 of 1,656 | 10 | 1.5 | $9.3M | 524 | 30 |
| Physical therapy | 81 | #42 of 1,422 | 14 | 2.1 | $6.7M | 277 | 15 |
| Tire shops | 79 | #112 of 1,530 | 18 | 2.7 | $4M | 161 | 6 |
| Optometrists and eye care | 78 | #80 of 1,302 | 20 | 3.0 | $4.7M | 149 | 8 |
| Car washes and detailing | 75 | #128 of 1,451 | 25 | 3.7 | $2.9M | 116 | 5 |
| Barbershops | 74 | #145 of 1,356 | 18 | 2.7 | $3.6M | 192 | 3 |
| Convenience stores | 72 | #372 of 2,261 | 49 | 7.3 | $8.2M | 104 | 9 |
| Yoga, Pilates and fitness studios | 70 | #86 of 777 | 6 | 0.9 | $9.4M | 232 | 15 |
| Bakeries and dessert shops | 69 | #298 of 1,889 | 47 | 7.0 | $5.4M | 131 | 22 |
| Doctors, dentists and clinics | 69 | #382 of 2,394 | 333 | 49.6 | $280K | 184 | 123 |
| Coffee shops and cafes | 68 | #360 of 2,063 | 54 | 8.0 | $4.7M | 127 | 22 |
| Grocery and convenience stores | 68 | #499 of 2,402 | 111 | 16.5 | $3.6M | 107 | 34 |
| Mortgage brokers and lenders | 66 | #160 of 887 | 13 | 1.9 | Index only | 183 | 3 |
| Veterinarians | 63 | #429 of 1,485 | 20 | 3.0 | $2.8M | 102 | 16 |
| Grocery stores | 63 | #592 of 2,070 | 39 | 5.8 | $10.3M | 111 | 25 |
| Pest control | 61 | #206 of 699 | 6 | 0.9 | $13.5M | 132 | 5 |
| Nail salons | 61 | #373 of 1,328 | 30 | 4.5 | $2.2M | 130 | 12 |
| Chiropractors | 61 | #435 of 1,490 | 33 | 4.9 | $2.8M | 118 | 22 |
| Pizza | 61 | #621 of 2,090 | 53 | 7.9 | $4.8M | 95 | 107 |
| Gyms | 60 | #533 of 1,792 | 47 | 7.0 | $1.2M | 92 | 15 |
| Dentists and orthodontists | 60 | #578 of 1,886 | 72 | 10.7 | $1.3M | 132 | 48 |
| Auto repair and car care | 59 | #797 of 2,401 | 254 | 37.8 | $286K | 107 | 95 |
| Clothing, shoes and laundry | 58 | #788 of 2,210 | 121 | 18.0 | $1.1M | 121 | 32 |
| Fast food and sandwich shops | 58 | #834 of 2,222 | 91 | 13.5 | $2.8M | 92 | 107 |
| Restaurants and cafes | 58 | #846 of 2,405 | 644 | 95.8 | $396K | 107 | 249 |
| HVAC and plumbing | 57 | #611 of 1,707 | 40 | 6.0 | $4.5M | 94 | 46 |
| Gyms, studios and classes | 57 | #731 of 2,088 | 84 | 12.5 | $671K | 101 | 26 |
| Clothing and shoe stores | 57 | #793 of 2,087 | 88 | 13.1 | $1.5M | 115 | 32 |
| Martial arts and dance studios | 56 | #504 of 1,334 | 31 | 4.6 | $1.8M | 90 | 11 |
| Gas stations | 56 | #903 of 2,358 | 75 | 11.2 | $2.5M | 103 | 73 |
| Child care and preschools | 54 | #717 of 1,611 | 27 | 4.0 | $947K | 95 | 34 |
| Sit-down restaurants | 54 | #996 of 2,405 | 341 | 50.7 | $747K | 113 | 118 |
| Auto repair shops | 54 | #1,009 of 2,378 | 155 | 23.1 | $469K | 106 | 79 |
| Spas and skin care | 53 | #785 of 1,769 | 75 | 11.2 | $870K | 99 | 10 |
| Collision repair and body shops | 52 | #623 of 1,327 | 26 | 3.9 | $2.8M | 91 | 19 |
| Pet businesses | 48 | #1,198 of 2,200 | 81 | 12.1 | $683K | 78 | 40 |
| Property management | 47 | #493 of 910 | 17 | 2.5 | Index only | 98 | 20 |
| Funeral homes | 47 | #798 of 1,472 | 24 | 3.6 | $387K | 57 | 8 |
| Real estate agents and brokers | 45 | #1,317 of 2,176 | 121 | 18.0 | Index only | 141 | 61 |
| Real estate | 44 | #1,393 of 2,229 | 153 | 22.8 | Index only | 140 | 98 |
| Salons, barbers and spas | 44 | #1,529 of 2,385 | 313 | 46.6 | $208K | 98 | 62 |
| Hair salons | 43 | #1,530 of 2,339 | 187 | 27.8 | $349K | 81 | 35 |
| Pet grooming and boarding | 42 | #914 of 1,461 | 33 | 4.9 | $1.7M | 66 | 16 |
| Insurance agencies | 42 | #1,404 of 2,272 | 90 | 13.4 | $1.2M | 99 | 54 |
| House cleaning | 39 | #617 of 847 | 16 | 2.4 | $5.1M | 79 | 33 |
| Electricians | 38 | #858 of 1,160 | 22 | 3.3 | $8.1M | 68 | 48 |
| Home repair trades | 37 | #1,631 of 2,057 | 107 | 15.9 | $1.7M | 69 | 115 |
| Landscaping and lawn care | 34 | #1,178 of 1,493 | 44 | 6.5 | $1.8M | 63 | 67 |
| Lawn, cleaning and pest control | 34 | #1,454 of 1,771 | 66 | 9.8 | $1.2M | 73 | 105 |
| Laundromats | 33 | #582 of 785 | 17 | 2.5 | $7.6M | 61 | Under 3 |
| Pet stores | 29 | #791 of 974 | 21 | 3.1 | $2.6M | 58 | 8 |
| Roofing and gutters | 23 | #1,097 of 1,177 | 45 | 6.7 | $4M | 47 | 21 |
| Dry cleaners | Not scored | Not scored | 3 | 0.4 | $42.9M | 274 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 0.4 | $24.2M | 177 | 4 |
| Home inspectors | Not scored | Not scored | 2 | 0.3 | Index only | Too few | 4 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.1 | $93.3M | Too few | Under 3 |
Household spending in Rock 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 | $72.7M | $1,083 | 113 |
| Gasoline and other fuels | $185.1M | $2,755 | 106 |
| Food away from home | $254.8M | $3,791 | 93 |
| Groceries | $402M | $5,982 | 95 |
| Personal care products and services | $65.3M | $971 | 97 |
| Child care and other personal services | $25.6M | $380 | 66 |
| Memberships, classes and admissions | $56.4M | $839 | 85 |
| Medical and dental services | $93.3M | $1,389 | 108 |
| Pets | $55.3M | $823 | 91 |
| Clothing, shoes and related services | $128.7M | $1,916 | 93 |
| Vehicle insurance | $112.4M | $1,672 | 85 |
| Home repairs, maintenance and insurance | $178.9M | $2,663 | 88 |
| Lawn care, cleaning and other household services | $80.9M | $1,205 | 85 |
| Rent and homeowner costs | $927.9M | $13,807 | 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 Rock County
- Population, 2025 estimate
- 166,472+1.7% since 2020
- Households
- 67,201
- Median age
- 40.7
- Homes lived in by their owners
- 71%
- Vehicles per household
- 1.9
- Land area
- 718 sq. mi.
- People per square mile
- 229
- Median household income
- $75,673+30.8% vs. 2015–2019, before inflation
- Average household income
- $91,984
- Median home value
- $231,600
- Jobs located here
- 69,632
- Daytime population
- 154,793Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Rock 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 Rock 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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Questions
How fast is Rock County, WI growing?
Population estimates put Rock County at 166,472 people in 2025, up 1.7% since 2020, slower than the U.S. (+3.1%). It has 67,201 households. Median household income rose 30.8% from the 2015–2019 survey, before inflation.
How much do households in Rock County, WI spend?
Households in Rock County spend about $927.9M a year on rent and homeowner costs, $402M on groceries and $254.8M on food away from home. Set against the U.S., households in Rock County spend the most on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and the least on child care and other personal services (66).
Which business types have the highest market scores in Rock County, WI?
The highest Groundwork market scores in Rock County are for primary care and pediatric clinics (85), physical therapy clinics (81) and tire shops (79). Rock County ranks #32 of 1,656 scored counties for primary care and pediatric clinics.
How does Rock County, WI compare with the U.S.?
The median household income in Rock County is $75,673 a year, 6% below the U.S. median of $80,734. The population rose 1.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $231,600, against $332,700 for the U.S. For its number of households, Rock County has the most map listings, relative to the U.S., for roofing and gutter companies (86% above the U.S. rate) and the fewest for primary care and pediatric clinics (79% 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. 52 of the 56 business types have a score in Rock 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 Rock 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 Rock 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 Rock 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.