County profile · Wisconsin
Shawano County, WI market data
Population, household spending and competition for 56 business types in Shawano County, each scored against other counties.
- Population, 2025
- 41,560
- +1.7% since 2020
- Households
- 17,246
- Median household income
- $66,479
- +17.6% vs. 2015–2019, before inflation
- Median home value
- $194,000
- Jobs located here
- 12,350
- Highest market score
- 79
- Physical therapy, #70 of 1,422 scored counties
A site report maps the competitors on map listings around any address in Shawano County by name and distance, and the households and spending within reach. Or open the report at the center of Shawano 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 41,560 people live in Shawano County, in 17,246 households. Between 2020 and 2025, the population of Shawano County grew 1.7%, slower than the U.S. (+3.1%). The median household income in Shawano County is $66,479 a year, 18% below the U.S. median of $80,734. That rose 17.6% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Shawano County spend the most on vehicle maintenance and repairs (an index of 119, where 100 is the U.S. average) and the least on child care and other personal services (58).
The highest Groundwork market scores in Shawano County are for physical therapy clinics (79), pizza places (76) and auto repair and car care businesses (72). Shawano County ranks #70 of 1,422 scored counties for physical therapy clinics.
Shawano County is part of the Shawano area. For its number of households, Shawano County has the most map listings, relative to the U.S., for landscaping and lawn care companies (2.4 times the U.S. rate) and the fewest for real estate businesses (62% below the U.S. rate).
All 56 business types in Shawano County
Highest Groundwork market score first. Each score compares Shawano 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 | 79 | #70 of 1,422 | 5 | 2.9 | $4.5M | 187 | 3 |
| Pizza | 76 | #148 of 2,090 | 7 | 4.1 | $8.7M | 172 | 20 |
| Auto repair and car care | 72 | #312 of 2,401 | 62 | 36.0 | $317K | 118 | 20 |
| Dentists and orthodontists | 70 | #260 of 1,886 | 11 | 6.4 | $2M | 208 | 11 |
| Auto repair shops | 69 | #384 of 2,378 | 38 | 22.0 | $517K | 116 | 14 |
| Fast food and sandwich shops | 65 | #550 of 2,222 | 19 | 11.0 | $3.2M | 106 | 20 |
| Gas stations | 65 | #556 of 2,358 | 19 | 11.0 | $2.7M | 112 | 17 |
| Clothing, shoes and laundry | 64 | #558 of 2,210 | 19 | 11.0 | $1.6M | 186 | Under 3 |
| Gyms, studios and classes | 63 | #498 of 2,088 | 18 | 10.4 | $716K | 108 | 4 |
| Clothing and shoe stores | 63 | #569 of 2,087 | 14 | 8.1 | $2.2M | 175 | Under 3 |
| Doctors, dentists and clinics | 63 | #614 of 2,394 | 80 | 46.4 | $281K | 184 | 39 |
| Martial arts and dance studios | 62 | #322 of 1,334 | 5 | 2.9 | $2.6M | 128 | Under 3 |
| Salons, barbers and spas | 62 | #554 of 2,385 | 44 | 25.5 | $359K | 169 | 14 |
| Barbershops | 61 | #422 of 1,356 | 6 | 3.5 | $2.6M | 140 | Under 3 |
| Hair salons | 61 | #628 of 2,339 | 27 | 15.7 | $585K | 136 | 9 |
| Real estate | 57 | #708 of 2,229 | 25 | 14.5 | Index only | 210 | 14 |
| Real estate agents and brokers | 56 | #738 of 2,176 | 22 | 12.8 | Index only | 190 | 9 |
| Gyms | 55 | #732 of 1,792 | 11 | 6.4 | $1.2M | 90 | 4 |
| Child care and preschools | 53 | #753 of 1,611 | 7 | 4.1 | $830K | 83 | 5 |
| Convenience stores | 51 | #1,086 of 2,261 | 17 | 9.9 | $5.9M | 74 | Under 3 |
| Chiropractors | 50 | #739 of 1,490 | 11 | 6.4 | $2M | 85 | 5 |
| Grocery stores | 50 | #1,013 of 2,070 | 11 | 6.4 | $9M | 97 | 8 |
| Electricians | 49 | #621 of 1,160 | 5 | 2.9 | $8.7M | 72 | 6 |
| Coffee shops and cafes | 49 | #1,049 of 2,063 | 16 | 9.3 | $3.8M | 103 | 9 |
| Home repair trades | 49 | #1,078 of 2,057 | 20 | 11.6 | $2.2M | 90 | 22 |
| Pet businesses | 49 | #1,141 of 2,200 | 18 | 10.4 | $727K | 83 | 9 |
| Veterinarians | 47 | #805 of 1,485 | 5 | 2.9 | $2.6M | 96 | 6 |
| Grocery and convenience stores | 47 | #1,337 of 2,402 | 45 | 26.1 | $2.2M | 65 | 10 |
| Pet grooming and boarding | 45 | #845 of 1,461 | 8 | 4.6 | $1.6M | 64 | 3 |
| Funeral homes | 42 | #927 of 1,472 | 8 | 4.6 | $355K | 52 | 6 |
| Bakeries and dessert shops | 38 | #1,375 of 1,889 | 20 | 11.6 | $3.1M | 74 | 9 |
| Insurance agencies | 37 | #1,575 of 2,272 | 26 | 15.1 | $1.2M | 95 | 18 |
| Sit-down restaurants | 34 | #1,875 of 2,405 | 96 | 55.7 | $637K | 96 | 45 |
| Restaurants and cafes | 33 | #1,929 of 2,405 | 223 | 129.3 | $274K | 74 | 74 |
| Lawn, cleaning and pest control | 26 | #1,659 of 1,771 | 22 | 12.8 | $895K | 53 | 24 |
| Landscaping and lawn care | 23 | #1,422 of 1,493 | 20 | 11.6 | $985K | 34 | 17 |
| Roofing and gutters | 18 | #1,126 of 1,177 | 11 | 6.4 | $4M | 47 | Under 3 |
| Car washes and detailing | Not scored | Not scored | 4 | 2.3 | $4.9M | 195 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 4 | 2.3 | $4.9M | 159 | 5 |
| HVAC and plumbing | Not scored | Not scored | 4 | 2.3 | $10.9M | 229 | 16 |
| Laundromats | Not scored | Not scored | 4 | 2.3 | $7.8M | 62 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 4 | 2.3 | $5.6M | 315 | 17 |
| Spas and skin care | Not scored | Not scored | 4 | 2.3 | $3.9M | 451 | Under 3 |
| Nail salons | Not scored | Not scored | 3 | 1.7 | $5.3M | 315 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 3 | 1.7 | $7.5M | 239 | 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.2 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.2 | $9.8M | Too few | Under 3 |
| Tire shops | Not scored | Not scored | 2 | 1.2 | $9.8M | Too few | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.2 | $6.4M | Too few | 4 |
| Dry cleaners | Not scored | Not scored | 1 | 0.6 | $31.1M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $19.6M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 0.6 | $13.1M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.6 | $22.5M | 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 Shawano 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 | $19.6M | $1,139 | 119 |
| Gasoline and other fuels | $50.6M | $2,937 | 113 |
| Food away from home | $61.2M | $3,548 | 87 |
| Groceries | $99.5M | $5,768 | 91 |
| Personal care products and services | $15.8M | $916 | 91 |
| Child care and other personal services | $5.8M | $337 | 58 |
| Memberships, classes and admissions | $12.9M | $747 | 76 |
| Medical and dental services | $22.5M | $1,303 | 101 |
| Pets | $13.1M | $759 | 83 |
| Clothing, shoes and related services | $31.1M | $1,805 | 88 |
| Vehicle insurance | $30.9M | $1,791 | 92 |
| Home repairs, maintenance and insurance | $43.5M | $2,521 | 84 |
| Lawn care, cleaning and other household services | $19.7M | $1,142 | 81 |
| Rent and homeowner costs | $227.7M | $13,200 | 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 Shawano County
- Population, 2025 estimate
- 41,560+1.7% since 2020
- Households
- 17,246
- Median age
- 45.5
- Homes lived in by their owners
- 78%
- Vehicles per household
- 2.0
- Land area
- 893 sq. mi.
- People per square mile
- 46
- Median household income
- $66,479+17.6% vs. 2015–2019, before inflation
- Average household income
- $85,669
- Median home value
- $194,000
- Jobs located here
- 12,350
- Daytime population
- 32,224Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Shawano 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 Shawano 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
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- Waupaca County, WI51,569 people
- Oconto County, WI39,589 people
- Langlade County, WI19,490 people
- Outagamie County, WI192,826 people
- Brown County, WI270,892 people
- Portage County, WI70,832 people
- Winnebago County, WI171,769 people
Questions
How fast is Shawano County, WI growing?
Population estimates put Shawano County at 41,560 people in 2025, up 1.7% since 2020, slower than the U.S. (+3.1%). It has 17,246 households. Against the 2015–2019 survey, median household income rose 17.6%, before inflation.
How much do households in Shawano County, WI spend?
Households in Shawano County spend about $227.7M a year on rent and homeowner costs, $99.5M on groceries and $61.2M on food away from home. Relative to the U.S., household spending in Shawano County runs highest on vehicle maintenance and repairs (an index of 119, where 100 is the U.S. average) and lowest on child care and other personal services (58).
Which business types have the highest market scores in Shawano County, WI?
Of the business types scored in Shawano County, physical therapy clinics (79), pizza places (76) and auto repair and car care businesses (72) have the highest Groundwork market scores. For physical therapy clinics, that ranks #70 of 1,422 scored counties.
How does Shawano County, WI compare with the U.S.?
Median household income in Shawano County is $66,479, 18% 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 $194,000, against $332,700 for the U.S. Against the U.S., map listings per household run highest for landscaping and lawn care companies (2.4 times the U.S. rate) and lowest for real estate businesses (62% 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. 37 of the 56 business types have a score in Shawano 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 Shawano 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 Shawano 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 Shawano 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.