County profile · Wisconsin
Sheboygan County, WI market data
Population, household spending and competition for 56 business types in Sheboygan County, each scored against other counties.
- Population, 2025
- 118,047
- 0.0% since 2020
- Households
- 49,725
- Median household income
- $73,094
- +20.4% vs. 2015–2019, before inflation
- Median home value
- $232,700
- Jobs located here
- 58,857
- Highest market score
- 75
- Tire shops, #161 of 1,530 scored counties
A site report maps the competitors on map listings around any address in Sheboygan County by name and distance, and the households and spending within reach. Or open the report at the center of Sheboygan 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 118,047 people live in Sheboygan County, in 49,725 households. Population estimates put the population change in Sheboygan County from 2020 to 2025 at 0.0%, against +3.1% for the U.S. The median household income in Sheboygan County is $73,094 a year, 9% below the U.S. median of $80,734. That rose 20.4% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Sheboygan County spend the most on vehicle maintenance and repairs (an index of 108, where 100 is the U.S. average) and the least on child care and other personal services (66).
The highest Groundwork market scores in Sheboygan County are for tire shops (75), veterinarians (72) and clothing and shoe stores (72). Sheboygan County ranks #161 of 1,530 scored counties for tire shops.
Sheboygan County is part of the Sheboygan metro area. For its number of households, Sheboygan County has the most map listings, relative to the U.S., for electricians (68% above the U.S. rate) and the fewest for real estate agents and brokers (55% below the U.S. rate).
All 56 business types in Sheboygan County
Highest Groundwork market score first. Each score compares Sheboygan 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 |
|---|---|---|---|---|---|---|---|
| Tire shops | 75 | #161 of 1,530 | 11 | 2.2 | $4.7M | 188 | 5 |
| Veterinarians | 72 | #229 of 1,485 | 11 | 2.2 | $3.7M | 137 | 8 |
| Clothing and shoe stores | 72 | #320 of 2,087 | 39 | 7.8 | $2.5M | 193 | 12 |
| Convenience stores | 71 | #407 of 2,261 | 38 | 7.6 | $7.9M | 100 | 3 |
| Pet businesses | 69 | #309 of 2,200 | 39 | 7.8 | $1.1M | 120 | 17 |
| Clothing, shoes and laundry | 68 | #432 of 2,210 | 63 | 12.7 | $1.5M | 173 | 15 |
| Barbershops | 66 | #300 of 1,356 | 15 | 3.0 | $3.2M | 172 | Under 3 |
| Child care and preschools | 65 | #384 of 1,611 | 13 | 2.6 | $1.5M | 147 | 21 |
| Nail salons | 64 | #285 of 1,328 | 17 | 3.4 | $2.9M | 171 | 9 |
| Physical therapy | 64 | #353 of 1,422 | 29 | 5.8 | $2.4M | 99 | 9 |
| Primary care and pediatrics | 64 | #392 of 1,656 | 23 | 4.6 | $3M | 169 | 67 |
| Martial arts and dance studios | 63 | #303 of 1,334 | 18 | 3.6 | $2.3M | 116 | 8 |
| Spas and skin care | 62 | #457 of 1,769 | 43 | 8.6 | $1.1M | 129 | 6 |
| Fast food and sandwich shops | 62 | #653 of 2,222 | 57 | 11.5 | $3.3M | 109 | 79 |
| Gyms | 61 | #487 of 1,792 | 28 | 5.6 | $1.5M | 115 | 13 |
| Collision repair and body shops | 60 | #430 of 1,327 | 14 | 2.8 | $3.7M | 120 | 12 |
| Bakeries and dessert shops | 60 | #536 of 1,889 | 33 | 6.6 | $5.8M | 139 | 27 |
| Real estate agents and brokers | 60 | #557 of 2,176 | 68 | 13.7 | Index only | 186 | 18 |
| Property management | 59 | #295 of 910 | 8 | 1.6 | Index only | 155 | 11 |
| Pet grooming and boarding | 59 | #509 of 1,461 | 16 | 3.2 | $2.6M | 101 | 9 |
| Grocery and convenience stores | 59 | #838 of 2,402 | 105 | 21.1 | $2.8M | 84 | 24 |
| Laundromats | 58 | #287 of 785 | 6 | 1.2 | $16M | 128 | 3 |
| Pet stores | 58 | #346 of 974 | 7 | 1.4 | $5.9M | 130 | Under 3 |
| Pizza | 58 | #726 of 2,090 | 41 | 8.2 | $4.6M | 91 | 79 |
| Car washes and detailing | 57 | #548 of 1,451 | 24 | 4.8 | $2.2M | 85 | 4 |
| Funeral homes | 56 | #556 of 1,472 | 11 | 2.2 | $659K | 97 | 7 |
| Gyms, studios and classes | 55 | #806 of 2,088 | 59 | 11.9 | $712K | 108 | 21 |
| Auto repair shops | 55 | #947 of 2,378 | 102 | 20.5 | $507K | 114 | 53 |
| Auto repair and car care | 54 | #1,035 of 2,401 | 186 | 37.4 | $278K | 103 | 67 |
| Grocery stores | 53 | #908 of 2,070 | 33 | 6.6 | $9.1M | 97 | 21 |
| Real estate | 52 | #980 of 2,229 | 96 | 19.3 | Index only | 166 | 46 |
| Dentists and orthodontists | 51 | #891 of 1,886 | 54 | 10.9 | $1.3M | 130 | 44 |
| Coffee shops and cafes | 51 | #981 of 2,063 | 52 | 10.5 | $3.6M | 99 | 23 |
| Optometrists and eye care | 49 | #716 of 1,302 | 28 | 5.6 | $2.5M | 79 | 8 |
| Gas stations | 48 | #1,267 of 2,358 | 68 | 13.7 | $1.9M | 81 | 44 |
| Salons, barbers and spas | 48 | #1,268 of 2,385 | 187 | 37.6 | $260K | 122 | 51 |
| Hair salons | 48 | #1,275 of 2,339 | 105 | 21.1 | $463K | 108 | 34 |
| Mortgage brokers and lenders | 46 | #507 of 887 | 15 | 3.0 | Index only | 118 | 6 |
| Roofing and gutters | 46 | #683 of 1,177 | 20 | 4.0 | $6.7M | 79 | 8 |
| HVAC and plumbing | 44 | #1,065 of 1,707 | 36 | 7.2 | $3.7M | 78 | 39 |
| Restaurants and cafes | 43 | #1,505 of 2,405 | 560 | 112.6 | $339K | 91 | 200 |
| Yoga, Pilates and fitness studios | 42 | #531 of 777 | 13 | 2.6 | $3.2M | 80 | 13 |
| Sit-down restaurants | 42 | #1,541 of 2,405 | 286 | 57.5 | $663K | 100 | 96 |
| House cleaning | 41 | #574 of 847 | 10 | 2.0 | $6M | 94 | 26 |
| Home repair trades | 37 | #1,627 of 2,057 | 77 | 15.5 | $1.7M | 71 | 80 |
| Oil change and quick lube | 35 | #371 of 479 | 6 | 1.2 | $8.6M | 63 | 5 |
| Chiropractors | 34 | #1,178 of 1,490 | 45 | 9.0 | $1.5M | 64 | 24 |
| Doctors, dentists and clinics | 34 | #1,956 of 2,394 | 611 | 122.9 | $113K | 74 | 152 |
| Electricians | 32 | #957 of 1,160 | 21 | 4.2 | $6.3M | 53 | 33 |
| Lawn, cleaning and pest control | 31 | #1,528 of 1,771 | 44 | 8.8 | $1.4M | 82 | 91 |
| Insurance agencies | 29 | #1,827 of 2,272 | 68 | 13.7 | $1.2M | 93 | 54 |
| Home inspectors | 28 | #371 of 415 | 5 | 1.0 | Index only | 53 | 3 |
| Landscaping and lawn care | 28 | #1,314 of 1,493 | 31 | 6.2 | $1.9M | 66 | 61 |
| Pest control | Not scored | Not scored | 3 | 0.6 | $20.1M | 197 | 4 |
| Dry cleaners | Not scored | Not scored | 2 | 0.4 | $47.9M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.4 | $34.5M | Too few | Under 3 |
Household spending in Sheboygan 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 | $51.7M | $1,039 | 108 |
| Gasoline and other fuels | $131.5M | $2,644 | 102 |
| Food away from home | $189.8M | $3,816 | 94 |
| Groceries | $298.8M | $6,008 | 95 |
| Personal care products and services | $48.6M | $977 | 97 |
| Child care and other personal services | $19.1M | $385 | 66 |
| Memberships, classes and admissions | $42M | $845 | 86 |
| Medical and dental services | $69.1M | $1,389 | 108 |
| Pets | $41.1M | $826 | 91 |
| Clothing, shoes and related services | $95.8M | $1,926 | 94 |
| Vehicle insurance | $79.8M | $1,605 | 82 |
| Home repairs, maintenance and insurance | $133.3M | $2,681 | 89 |
| Lawn care, cleaning and other household services | $60.3M | $1,212 | 86 |
| Rent and homeowner costs | $689.5M | $13,865 | 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 Sheboygan County
- Population, 2025 estimate
- 118,0470.0% since 2020
- Households
- 49,725
- Median age
- 42.3
- Homes lived in by their owners
- 71%
- Vehicles per household
- 1.8
- Land area
- 512 sq. mi.
- People per square mile
- 231
- Median household income
- $73,094+20.4% vs. 2015–2019, before inflation
- Average household income
- $93,780
- Median home value
- $232,700
- Jobs located here
- 58,857
- Daytime population
- 120,358Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Sheboygan 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 Sheboygan 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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- Ozaukee County, WI92,966 people
- Fond du Lac County, WI104,137 people
- Washington County, WI137,879 people
- Calumet County, WI52,942 people
- Winnebago County, WI171,769 people
- Milwaukee County, WI926,331 people
- Outagamie County, WI192,826 people
Questions
How fast is Sheboygan County, WI growing?
Population estimates put Sheboygan County at 118,047 people in 2025, unchanged since 2020, against +3.1% for the U.S. It has 49,725 households. Against the 2015–2019 survey, median household income rose 20.4%, before inflation.
How much do households in Sheboygan County, WI spend?
Households in Sheboygan County spend about $689.5M a year on rent and homeowner costs, $298.8M on groceries and $189.8M on food away from home. Relative to the U.S., household spending in Sheboygan County runs highest on vehicle maintenance and repairs (an index of 108, where 100 is the U.S. average) and lowest on child care and other personal services (66).
Which business types have the highest market scores in Sheboygan County, WI?
Of the business types scored in Sheboygan County, tire shops (75), veterinarians (72) and clothing and shoe stores (72) have the highest Groundwork market scores. For tire shops, that ranks #161 of 1,530 scored counties.
How does Sheboygan County, WI compare with the U.S.?
Median household income in Sheboygan County is $73,094, 9% below the U.S. median of $80,734. The population held level from 2020 to 2025, against +3.1% for the U.S. The median home value is $232,700, against $332,700 for the U.S. Against the U.S., map listings per household run highest for electricians (68% above the U.S. rate) and lowest for real estate agents and brokers (55% 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. 53 of the 56 business types have a score in Sheboygan 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 Sheboygan 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 Sheboygan 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 Sheboygan 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.