Metro area profile · Wisconsin
Sheboygan, WI metro area market data
Population, household spending and competition for 56 business types in the Sheboygan metro area, each scored against other metro areas.
- 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
- Clothing and shoe stores, #33 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Sheboygan metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Sheboygan metro 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
An estimated 118,047 people live in the Sheboygan metro area, in 49,725 households. Population estimates put the population change in the Sheboygan metro area from 2020 to 2025 at 0.0%, against +3.1% for the U.S. The median household income in the Sheboygan metro area 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 the Sheboygan metro area 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 the Sheboygan metro area are for clothing and shoe stores (75); tire shops (74); and clothing, shoe and laundry businesses (74). The Sheboygan metro area ranks #33 of 387 scored metro areas for clothing and shoe stores.
The Sheboygan metro area is made up of one county, Sheboygan County. For its number of households, the Sheboygan metro area 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 the Sheboygan metro area
Highest Groundwork market score first. Each score compares the Sheboygan metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Clothing and shoe stores | 75 | #33 of 387 | 39 | 7.8 | $2.5M | 193 | 12 |
| Tire shops | 74 | #35 of 386 | 11 | 2.2 | $4.7M | 188 | 5 |
| Clothing, shoes and laundry | 74 | #36 of 387 | 63 | 12.7 | $1.5M | 173 | 15 |
| Veterinarians | 68 | #65 of 384 | 11 | 2.2 | $3.7M | 137 | 8 |
| Primary care and pediatrics | 67 | #73 of 387 | 23 | 4.6 | $3M | 169 | 67 |
| Pet businesses | 66 | #73 of 387 | 39 | 7.8 | $1.1M | 120 | 17 |
| Spas and skin care | 65 | #57 of 387 | 43 | 8.6 | $1.1M | 129 | 6 |
| Real estate agents and brokers | 65 | #58 of 387 | 68 | 13.7 | Index only | 186 | 18 |
| Barbershops | 65 | #77 of 387 | 15 | 3.0 | $3.2M | 172 | Under 3 |
| Fast food and sandwich shops | 64 | #105 of 387 | 57 | 11.5 | $3.3M | 109 | 79 |
| Physical therapy | 63 | #102 of 386 | 29 | 5.8 | $2.4M | 99 | 9 |
| Real estate | 62 | #75 of 387 | 96 | 19.3 | Index only | 166 | 46 |
| Bakeries and dessert shops | 62 | #95 of 387 | 33 | 6.6 | $5.8M | 139 | 27 |
| Child care and preschools | 62 | #96 of 387 | 13 | 2.6 | $1.5M | 147 | 21 |
| Property management | 61 | #85 of 374 | 8 | 1.6 | Index only | 155 | 11 |
| Martial arts and dance studios | 61 | #88 of 387 | 18 | 3.6 | $2.3M | 116 | 8 |
| Nail salons | 61 | #88 of 387 | 17 | 3.4 | $2.9M | 171 | 9 |
| Convenience stores | 60 | #131 of 387 | 38 | 7.6 | $7.9M | 100 | 3 |
| Gyms, studios and classes | 58 | #108 of 387 | 59 | 11.9 | $712K | 108 | 21 |
| Gyms | 58 | #116 of 387 | 28 | 5.6 | $1.5M | 115 | 13 |
| Dentists and orthodontists | 58 | #131 of 387 | 54 | 10.9 | $1.3M | 130 | 44 |
| Pet stores | 57 | #133 of 382 | 7 | 1.4 | $5.9M | 130 | Under 3 |
| Salons, barbers and spas | 56 | #127 of 387 | 187 | 37.6 | $260K | 122 | 51 |
| Auto repair and car care | 55 | #162 of 387 | 186 | 37.4 | $278K | 103 | 67 |
| Collision repair and body shops | 55 | #162 of 381 | 14 | 2.8 | $3.7M | 120 | 12 |
| Car washes and detailing | 55 | #166 of 387 | 24 | 4.8 | $2.2M | 85 | 4 |
| Laundromats | 54 | #155 of 364 | 6 | 1.2 | $16M | 128 | 3 |
| Auto repair shops | 53 | #176 of 387 | 102 | 20.5 | $507K | 114 | 53 |
| Pizza | 52 | #177 of 387 | 41 | 8.2 | $4.6M | 91 | 79 |
| Pet grooming and boarding | 51 | #191 of 386 | 16 | 3.2 | $2.6M | 101 | 9 |
| Coffee shops and cafes | 48 | #209 of 387 | 52 | 10.5 | $3.6M | 99 | 23 |
| Hair salons | 46 | #223 of 387 | 105 | 21.1 | $463K | 108 | 34 |
| Mortgage brokers and lenders | 44 | #227 of 373 | 15 | 3.0 | Index only | 118 | 6 |
| Restaurants and cafes | 44 | #233 of 387 | 560 | 112.6 | $339K | 91 | 200 |
| Grocery and convenience stores | 44 | #241 of 387 | 105 | 21.1 | $2.8M | 84 | 24 |
| Funeral homes | 43 | #223 of 377 | 11 | 2.2 | $659K | 97 | 7 |
| Roofing and gutters | 41 | #267 of 381 | 20 | 4.0 | $6.7M | 79 | 8 |
| Doctors, dentists and clinics | 39 | #287 of 387 | 611 | 122.9 | $113K | 74 | 152 |
| Optometrists and eye care | 39 | #289 of 386 | 28 | 5.6 | $2.5M | 79 | 8 |
| House cleaning | 38 | #283 of 375 | 10 | 2.0 | $6M | 94 | 26 |
| Grocery stores | 37 | #277 of 387 | 33 | 6.6 | $9.1M | 97 | 21 |
| Sit-down restaurants | 37 | #289 of 387 | 286 | 57.5 | $663K | 100 | 96 |
| Yoga, Pilates and fitness studios | 37 | #292 of 347 | 13 | 2.6 | $3.2M | 80 | 13 |
| HVAC and plumbing | 35 | #310 of 387 | 36 | 7.2 | $3.7M | 78 | 39 |
| Gas stations | 34 | #298 of 387 | 68 | 13.7 | $1.9M | 81 | 44 |
| Oil change and quick lube | 31 | #236 of 290 | 6 | 1.2 | $8.6M | 63 | 5 |
| Insurance agencies | 30 | #309 of 387 | 68 | 13.7 | $1.2M | 93 | 54 |
| Home repair trades | 30 | #353 of 387 | 77 | 15.5 | $1.7M | 71 | 80 |
| Lawn, cleaning and pest control | 28 | #345 of 387 | 44 | 8.8 | $1.4M | 82 | 91 |
| Chiropractors | 26 | #364 of 386 | 45 | 9.0 | $1.5M | 64 | 24 |
| Home inspectors | 23 | #235 of 243 | 5 | 1.0 | Index only | 53 | 3 |
| Electricians | 23 | #365 of 383 | 21 | 4.2 | $6.3M | 53 | 33 |
| Landscaping and lawn care | 20 | #368 of 385 | 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 the Sheboygan metro 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 | $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 the Sheboygan metro area
- 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 the Sheboygan metro area?
These figures cover the whole metro area. 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 Sheboygan metro 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 Sheboygan metro area 1
- Sheboygan County, WI117,991 people
Other markets based in Wisconsin 12
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- 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
- Fond du Lac, WI metro area104,137 people
Questions
How fast is the Sheboygan, WI metro area growing?
Population estimates put the Sheboygan metro area 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 the Sheboygan, WI metro area spend?
Households in the Sheboygan metro area 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 the Sheboygan metro area 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 the Sheboygan, WI metro area?
Of the business types scored in the Sheboygan metro area, clothing and shoe stores (75); tire shops (74); and clothing, shoe and laundry businesses (74) have the highest Groundwork market scores. For clothing and shoe stores, that ranks #33 of 387 scored metro areas.
How does the Sheboygan, WI metro area compare with the U.S.?
Median household income in the Sheboygan metro area 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 the Sheboygan metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Sheboygan metro 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 Sheboygan metro 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 Sheboygan metro 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.