Small-town market profile · Wisconsin
Shawano, WI area market data
How the Shawano area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 45,759
- +1.4% since 2020
- Households
- 18,651
- Median household income
- $66,189
- +20.0% vs. 2015–2019, before inflation
- Median home value
- $189,600
- Jobs located here
- 14,184
- Highest market score
- 84
- Physical therapy, #7 of 400 scored small-town markets
A site report maps the competitors on map listings around any address in the Shawano area by name and distance, and the households and spending within reach. Or open the report at the center of the Shawano 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 Shawano area has an estimated 45,759 people and 18,651 households. Population estimates show the Shawano area grew 1.4% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Shawano area is $66,189, 18% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 20.0%, before inflation.
Relative to the U.S., household spending in the Shawano area 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 (58).
Of the business types scored in the Shawano area, physical therapy clinics (84), pizza places (83) and auto repair and car care businesses (83) have the highest Groundwork market scores. For physical therapy clinics, that ranks #7 of 400 scored small-town markets.
The Shawano area takes in 2 counties: Shawano County and Menominee County. Against the U.S., map listings per household run highest for landscaping and lawn care companies (2.2 times the U.S. rate) and lowest for real estate businesses (65% below the U.S. rate).
All 56 business types in the Shawano area
Highest Groundwork market score first. Each score compares the Shawano 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 |
|---|---|---|---|---|---|---|---|
| Physical therapy | 84 | #7 of 400 | 5 | 2.7 | $4.9M | 202 | 3 |
| Pizza | 83 | #9 of 520 | 7 | 3.8 | $9.4M | 186 | 21 |
| Auto repair and car care | 83 | #13 of 538 | 62 | 33.2 | $341K | 127 | 20 |
| Auto repair shops | 80 | #23 of 538 | 38 | 20.4 | $557K | 125 | 14 |
| Fast food and sandwich shops | 77 | #45 of 537 | 20 | 10.7 | $3.3M | 108 | 21 |
| Doctors, dentists and clinics | 76 | #44 of 538 | 82 | 44.0 | $296K | 194 | 40 |
| Dentists and orthodontists | 76 | #44 of 526 | 11 | 5.9 | $2.2M | 224 | 11 |
| Clothing, shoes and laundry | 76 | #50 of 536 | 19 | 10.2 | $1.8M | 201 | Under 3 |
| Gas stations | 75 | #50 of 536 | 22 | 11.8 | $2.5M | 104 | 18 |
| Clothing and shoe stores | 73 | #70 of 536 | 14 | 7.5 | $2.4M | 189 | Under 3 |
| Martial arts and dance studios | 71 | #44 of 378 | 5 | 2.7 | $2.8M | 138 | Under 3 |
| Gyms, studios and classes | 68 | #67 of 535 | 19 | 10.2 | $731K | 110 | 4 |
| Salons, barbers and spas | 67 | #70 of 538 | 45 | 24.1 | $379K | 178 | 14 |
| Hair salons | 67 | #76 of 538 | 27 | 14.5 | $631K | 147 | 9 |
| Electricians | 66 | #50 of 295 | 5 | 2.7 | $9.4M | 78 | 6 |
| Barbershops | 65 | #101 of 377 | 7 | 3.8 | $2.4M | 129 | Under 3 |
| Convenience stores | 64 | #140 of 529 | 18 | 9.7 | $6M | 76 | 4 |
| Real estate | 63 | #100 of 536 | 25 | 13.4 | Index only | 227 | 14 |
| Veterinarians | 62 | #109 of 398 | 5 | 2.7 | $2.8M | 104 | 6 |
| Real estate agents and brokers | 60 | #133 of 533 | 22 | 11.8 | Index only | 205 | 9 |
| Home repair trades | 60 | #141 of 526 | 20 | 10.7 | $2.3M | 97 | 22 |
| Gyms | 60 | #148 of 506 | 12 | 6.4 | $1.2M | 89 | 4 |
| Pet businesses | 59 | #152 of 527 | 18 | 9.7 | $785K | 89 | 9 |
| Pet grooming and boarding | 58 | #138 of 387 | 8 | 4.3 | $1.8M | 69 | 3 |
| Chiropractors | 58 | #155 of 426 | 11 | 5.9 | $2.2M | 92 | 5 |
| Child care and preschools | 56 | #183 of 454 | 9 | 4.8 | $696K | 69 | 5 |
| Coffee shops and cafes | 55 | #216 of 529 | 17 | 9.1 | $3.9M | 105 | 10 |
| Grocery stores | 55 | #219 of 506 | 13 | 7.0 | $8.3M | 89 | 8 |
| Funeral homes | 52 | #166 of 365 | 8 | 4.3 | $384K | 57 | 6 |
| Grocery and convenience stores | 48 | #307 of 538 | 49 | 26.3 | $2.2M | 65 | 12 |
| Insurance agencies | 45 | #307 of 537 | 26 | 13.9 | $1.3M | 102 | 18 |
| Sit-down restaurants | 44 | #329 of 538 | 99 | 53.1 | $667K | 100 | 47 |
| Bakeries and dessert shops | 43 | #329 of 507 | 20 | 10.7 | $3.3M | 80 | 10 |
| Restaurants and cafes | 42 | #358 of 538 | 229 | 122.8 | $288K | 78 | 78 |
| Lawn, cleaning and pest control | 29 | #437 of 481 | 22 | 11.8 | $967K | 58 | 24 |
| Roofing and gutters | 26 | #269 of 288 | 11 | 5.9 | $4.3M | 50 | Under 3 |
| Landscaping and lawn care | 26 | #371 of 399 | 20 | 10.7 | $1.1M | 36 | 17 |
| Car washes and detailing | Not scored | Not scored | 4 | 2.1 | $5.3M | 210 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 4 | 2.1 | $5.3M | 172 | 5 |
| HVAC and plumbing | Not scored | Not scored | 4 | 2.1 | $11.7M | 247 | 16 |
| Laundromats | Not scored | Not scored | 4 | 2.1 | $8.4M | 67 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 4 | 2.1 | $6.1M | 341 | 18 |
| Spas and skin care | Not scored | Not scored | 4 | 2.1 | $4.3M | 487 | Under 3 |
| Nail salons | Not scored | Not scored | 3 | 1.6 | $5.7M | 340 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 3 | 1.6 | $8.1M | 258 | 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.1 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.1 | $10.6M | Too few | Under 3 |
| Tire shops | Not scored | Not scored | 2 | 1.1 | $10.6M | Too few | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.1 | $6.9M | Too few | 4 |
| Dry cleaners | Not scored | Not scored | 1 | 0.5 | $33.6M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.5 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.5 | $21.1M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 0.5 | $14.1M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.5 | $24.3M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 7 |
| Property management | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Shawano 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 | $21.1M | $1,134 | 118 |
| Gasoline and other fuels | $54.6M | $2,925 | 113 |
| Food away from home | $66M | $3,540 | 87 |
| Groceries | $107.4M | $5,758 | 91 |
| Personal care products and services | $17M | $914 | 91 |
| Child care and other personal services | $6.3M | $336 | 58 |
| Memberships, classes and admissions | $13.9M | $744 | 76 |
| Medical and dental services | $24.3M | $1,302 | 101 |
| Pets | $14.1M | $757 | 83 |
| Clothing, shoes and related services | $33.6M | $1,802 | 88 |
| Vehicle insurance | $33.3M | $1,783 | 91 |
| Home repairs, maintenance and insurance | $47M | $2,518 | 83 |
| Lawn care, cleaning and other household services | $21.3M | $1,140 | 81 |
| Rent and homeowner costs | $245.8M | $13,179 | 79 |
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 Shawano area
- Population, 2025 estimate
- 45,759+1.4% since 2020
- Households
- 18,651
- Median age
- 44.6
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.0
- Land area
- 1,251 sq. mi.
- People per square mile
- 36
- Median household income
- $66,189+20.0% vs. 2015–2019, before inflation
- Average household income
- $85,172
- Median home value
- $189,600
- Jobs located here
- 14,184
- Daytime population
- 36,907Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Shawano 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 Shawano 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 Shawano area 2
- Shawano County, WI41,039 people
- Menominee County, WI4,252 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 Shawano, WI area growing?
Population estimates put the Shawano area at 45,759 people in 2025, up 1.4% since 2020, slower than the U.S. (+3.1%). It has 18,651 households. Median household income rose 20.0% from the 2015–2019 survey, before inflation.
How much do households in the Shawano, WI area spend?
Households in the Shawano area spend about $245.8M a year on rent and homeowner costs, $107.4M on groceries and $66M on food away from home. Set against the U.S., households in the Shawano area 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 (58).
Which business types have the highest market scores in the Shawano, WI area?
The highest Groundwork market scores in the Shawano area are for physical therapy clinics (84), pizza places (83) and auto repair and car care businesses (83). The Shawano area ranks #7 of 400 scored small-town markets for physical therapy clinics.
How does the Shawano, WI area compare with the U.S.?
The median household income in the Shawano area is $66,189 a year, 18% below the U.S. median of $80,734. The population rose 1.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $189,600, against $332,700 for the U.S. For its number of households, the Shawano area has the most map listings, relative to the U.S., for landscaping and lawn care companies (2.2 times the U.S. rate) and the fewest for real estate businesses (65% 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. 37 of the 56 business types have a score in the Shawano 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 Shawano 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 Shawano 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 Shawano 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.