County profile · Wisconsin
Sauk County, WI market data
Population, household spending and competition for 56 business types in Sauk County, each scored against other counties.
- Population, 2025
- 66,652
- +1.3% since 2020
- Households
- 27,987
- Median household income
- $79,541
- +32.7% vs. 2015–2019, before inflation
- Median home value
- $258,600
- Jobs located here
- 36,015
- Highest market score
- 80
- Physical therapy, #53 of 1,422 scored counties
A site report maps the competitors on map listings around any address in Sauk County by name and distance, and the households and spending within reach. Or open the report at the center of Sauk 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
An estimated 66,652 people live in Sauk County, in 27,987 households. Population estimates put the population change in Sauk County from 2020 to 2025 at +1.3%, slower than the U.S. (+3.1%). The median household income in Sauk County is $79,541 a year, in line with the U.S. median of $80,734. That rose 32.7% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Sauk County spend the most on vehicle maintenance and repairs (an index of 118, where 100 is the U.S. average) and the least on child care and other personal services (69).
The highest Groundwork market scores in Sauk County are for physical therapy clinics (80), primary care and pediatric clinics (80) and tire shops (79). Sauk County ranks #53 of 1,422 scored counties for physical therapy clinics.
Sauk County is part of the Baraboo area. For its number of households, Sauk County has the most map listings, relative to the U.S., for pet stores (2.2 times the U.S. rate) and the fewest for dentists and orthodontists (56% below the U.S. rate).
All 56 business types in Sauk County
Highest Groundwork market score first. Each score compares Sauk 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 |
|---|---|---|---|---|---|---|---|
| Physical therapy | 80 | #53 of 1,422 | 6 | 2.1 | $6.6M | 276 | Under 3 |
| Primary care and pediatrics | 80 | #89 of 1,656 | 9 | 3.2 | $4.4M | 248 | 20 |
| Tire shops | 79 | #104 of 1,530 | 5 | 1.8 | $6.3M | 253 | Under 3 |
| Car washes and detailing | 75 | #119 of 1,451 | 9 | 3.2 | $3.5M | 140 | Under 3 |
| Dentists and orthodontists | 73 | #189 of 1,886 | 16 | 5.7 | $2.5M | 253 | 20 |
| Child care and preschools | 69 | #274 of 1,611 | 7 | 2.5 | $1.6M | 159 | 12 |
| Optometrists and eye care | 68 | #235 of 1,302 | 11 | 3.9 | $3.6M | 115 | Under 3 |
| Doctors, dentists and clinics | 67 | #452 of 2,394 | 149 | 53.2 | $267K | 175 | 57 |
| Nail salons | 62 | #344 of 1,328 | 13 | 4.6 | $2.2M | 129 | Under 3 |
| Barbershops | 58 | #478 of 1,356 | 9 | 3.2 | $3.1M | 165 | 3 |
| Auto repair and car care | 58 | #851 of 2,401 | 116 | 41.4 | $273K | 102 | 40 |
| Auto repair shops | 54 | #1,004 of 2,378 | 65 | 23.2 | $488K | 110 | 37 |
| Yoga, Pilates and fitness studios | 53 | #324 of 777 | 5 | 1.8 | $4.9M | 121 | 9 |
| Property management | 53 | #390 of 910 | 6 | 2.1 | Index only | 118 | 8 |
| Pizza | 53 | #908 of 2,090 | 24 | 8.6 | $4.6M | 90 | 56 |
| Spas and skin care | 52 | #827 of 1,769 | 39 | 13.9 | $717K | 82 | 3 |
| Collision repair and body shops | 49 | #679 of 1,327 | 11 | 3.9 | $2.9M | 94 | 10 |
| Grocery stores | 49 | #1,042 of 2,070 | 19 | 6.8 | $9M | 97 | 16 |
| Grocery and convenience stores | 49 | #1,264 of 2,402 | 79 | 28.2 | $2.2M | 64 | 17 |
| Mortgage brokers and lenders | 48 | #470 of 887 | 7 | 2.5 | Index only | 144 | Under 3 |
| Pet grooming and boarding | 48 | #778 of 1,461 | 11 | 3.9 | $2.2M | 85 | 8 |
| Martial arts and dance studios | 47 | #765 of 1,334 | 17 | 6.1 | $1.4M | 72 | 5 |
| Roofing and gutters | 45 | #696 of 1,177 | 8 | 2.9 | $9.5M | 112 | 11 |
| Funeral homes | 45 | #837 of 1,472 | 9 | 3.2 | $467K | 69 | 7 |
| Gyms | 45 | #1,103 of 1,792 | 25 | 8.9 | $985K | 76 | 9 |
| Coffee shops and cafes | 45 | #1,208 of 2,063 | 32 | 11.4 | $3.4M | 93 | 18 |
| Convenience stores | 45 | #1,309 of 2,261 | 39 | 13.9 | $4.4M | 56 | Under 3 |
| Fast food and sandwich shops | 44 | #1,384 of 2,222 | 47 | 16.8 | $2.3M | 77 | 56 |
| Bakeries and dessert shops | 42 | #1,222 of 1,889 | 32 | 11.4 | $3.4M | 83 | 18 |
| Gyms, studios and classes | 42 | #1,437 of 2,088 | 47 | 16.8 | $524K | 79 | 14 |
| Landscaping and lawn care | 41 | #960 of 1,493 | 15 | 5.4 | $2.3M | 79 | 31 |
| Laundromats | 39 | #518 of 785 | 6 | 2.1 | $9.2M | 73 | Under 3 |
| Gas stations | 39 | #1,628 of 2,358 | 48 | 17.2 | $1.7M | 70 | 43 |
| Salons, barbers and spas | 38 | #1,833 of 2,385 | 168 | 60.0 | $166K | 78 | 25 |
| Insurance agencies | 36 | #1,613 of 2,272 | 43 | 15.4 | $1.1M | 91 | 27 |
| Pet businesses | 35 | #1,720 of 2,200 | 43 | 15.4 | $554K | 63 | 24 |
| Veterinarians | 34 | #1,114 of 1,485 | 13 | 4.6 | $1.8M | 67 | 16 |
| Hair salons | 34 | #1,926 of 2,339 | 106 | 37.9 | $264K | 61 | 18 |
| Chiropractors | 33 | #1,215 of 1,490 | 29 | 10.4 | $1.4M | 57 | 17 |
| Lawn, cleaning and pest control | 31 | #1,537 of 1,771 | 29 | 10.4 | $1.2M | 71 | 47 |
| Clothing, shoes and laundry | 31 | #1,831 of 2,210 | 92 | 32.9 | $598K | 68 | 36 |
| Sit-down restaurants | 31 | #2,014 of 2,405 | 212 | 75.7 | $517K | 78 | 76 |
| Clothing and shoe stores | 30 | #1,724 of 2,087 | 69 | 24.7 | $797K | 63 | 36 |
| Restaurants and cafes | 30 | #2,044 of 2,405 | 424 | 151.5 | $259K | 70 | 153 |
| Electricians | 29 | #996 of 1,160 | 11 | 3.9 | $6.9M | 58 | 27 |
| Home repair trades | 29 | #1,864 of 2,057 | 45 | 16.1 | $1.7M | 70 | 75 |
| Pet stores | 27 | #829 of 974 | 12 | 4.3 | $2M | 44 | Under 3 |
| HVAC and plumbing | 27 | #1,551 of 1,707 | 26 | 9.3 | $2.9M | 62 | 37 |
| Real estate | 27 | #2,144 of 2,229 | 96 | 34.3 | Index only | 95 | 85 |
| Real estate agents and brokers | 25 | #2,116 of 2,176 | 81 | 28.9 | Index only | 89 | 70 |
| House cleaning | 24 | #796 of 847 | 12 | 4.3 | $2.9M | 45 | 16 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.1 | $10.6M | 77 | 3 |
| Dry cleaners | Not scored | Not scored | 2 | 0.7 | $27.5M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.7 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 0.7 | $17.2M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.4 | $39.8M | Too few | Under 3 |
Household spending in Sauk 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 | $31.7M | $1,134 | 118 |
| Gasoline and other fuels | $80.6M | $2,881 | 111 |
| Food away from home | $109.7M | $3,920 | 96 |
| Groceries | $170.6M | $6,097 | 96 |
| Personal care products and services | $28M | $999 | 99 |
| Child care and other personal services | $11.2M | $399 | 69 |
| Memberships, classes and admissions | $24.6M | $880 | 89 |
| Medical and dental services | $39.8M | $1,421 | 110 |
| Pets | $23.8M | $851 | 94 |
| Clothing, shoes and related services | $55M | $1,965 | 96 |
| Vehicle insurance | $48.9M | $1,746 | 89 |
| Home repairs, maintenance and insurance | $76.1M | $2,719 | 90 |
| Lawn care, cleaning and other household services | $34.5M | $1,233 | 87 |
| Rent and homeowner costs | $394.3M | $14,089 | 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 Sauk County
- Population, 2025 estimate
- 66,652+1.3% since 2020
- Households
- 27,987
- Median age
- 42.3
- Homes lived in by their owners
- 72%
- Vehicles per household
- 2.0
- Land area
- 832 sq. mi.
- People per square mile
- 79
- Median household income
- $79,541+32.7% vs. 2015–2019, before inflation
- Average household income
- $98,005
- Median home value
- $258,600
- Jobs located here
- 36,015
- Daytime population
- 65,185Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Sauk 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 Sauk County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Wisconsin 8
- Columbia County, WI58,272 people
- Richland County, WI17,205 people
- Juneau County, WI26,689 people
- Marquette County, WI15,746 people
- Iowa County, WI23,867 people
- Adams County, WI21,123 people
- Dane County, WI572,674 people
- Vernon County, WI31,049 people
Questions
How fast is Sauk County, WI growing?
Population estimates put Sauk County at 66,652 people in 2025, up 1.3% since 2020, slower than the U.S. (+3.1%). It has 27,987 households. Against the 2015–2019 survey, median household income rose 32.7%, before inflation.
How much do households in Sauk County, WI spend?
Households in Sauk County spend about $394.3M a year on rent and homeowner costs, $170.6M on groceries and $109.7M on food away from home. Relative to the U.S., household spending in Sauk County runs highest on vehicle maintenance and repairs (an index of 118, where 100 is the U.S. average) and lowest on child care and other personal services (69).
Which business types have the highest market scores in Sauk County, WI?
Of the business types scored in Sauk County, physical therapy clinics (80), primary care and pediatric clinics (80) and tire shops (79) have the highest Groundwork market scores. For physical therapy clinics, that ranks #53 of 1,422 scored counties.
How does Sauk County, WI compare with the U.S.?
Median household income in Sauk County is $79,541, in line with the U.S. median of $80,734. The population rose 1.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $258,600, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pet stores (2.2 times the U.S. rate) and lowest for dentists and orthodontists (56% 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. 51 of the 56 business types have a score in Sauk 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 Sauk 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 Sauk 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 Sauk 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.