Small-town market profile · Wisconsin
Sparta, WI area market data
Population, household spending and competition for 56 business types in the Sparta area, each scored against other small-town markets.
- Population, 2025
- 46,572
- +0.6% since 2020
- Households
- 18,301
- Median household income
- $69,467
- Median home value
- $210,000
- Jobs located here
- 19,806
- Highest market score
- 84
- Doctors, dentists and clinics, #13 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Sparta area by name and distance, and the households and spending within reach. Or open the report at the center of the Sparta 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 46,572 people live in the Sparta area, in 18,301 households. Population estimates show the Sparta area grew 0.6% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in the Sparta area is $69,467 a year, 14% below the U.S. median of $80,734.
Set against the U.S., households in the Sparta area spend the most on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and the least on child care and other personal services (62).
The highest Groundwork market scores in the Sparta area are for medical and dental practices (84); dentists and orthodontists (78); and clothing, shoe and laundry businesses (78). The Sparta area ranks #13 of 538 scored small-town markets for medical and dental practices.
The Sparta area is made up of one county, Monroe County. For its number of households, the Sparta area has the most map listings, relative to the U.S., for grocery and convenience stores (84% above the U.S. rate) and the fewest for medical and dental practices (66% below the U.S. rate).
All 56 business types in the Sparta area
Highest Groundwork market score first. Each score compares the Sparta 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 |
|---|---|---|---|---|---|---|---|
| Doctors, dentists and clinics | 84 | #13 of 538 | 53 | 29.0 | $463K | 304 | 28 |
| Dentists and orthodontists | 78 | #39 of 526 | 14 | 7.6 | $1.8M | 178 | 7 |
| Clothing, shoes and laundry | 78 | #40 of 536 | 22 | 12.0 | $1.5M | 176 | 4 |
| Clothing and shoe stores | 77 | #42 of 536 | 15 | 8.2 | $2.3M | 179 | 4 |
| Auto repair shops | 76 | #34 of 538 | 37 | 20.2 | $545K | 123 | 14 |
| Auto repair and car care | 76 | #41 of 538 | 66 | 36.1 | $305K | 114 | 21 |
| Bakeries and dessert shops | 75 | #28 of 507 | 5 | 2.7 | $13.4M | 324 | 8 |
| Pizza | 75 | #44 of 520 | 12 | 6.6 | $5.6M | 110 | 25 |
| Coffee shops and cafes | 74 | #29 of 529 | 8 | 4.4 | $8.4M | 226 | 8 |
| Car washes and detailing | 74 | #53 of 441 | 6 | 3.3 | $3.4M | 133 | Under 3 |
| Tire shops | 74 | #55 of 431 | 6 | 3.3 | $3.4M | 134 | 3 |
| Barbershops | 72 | #58 of 377 | 6 | 3.3 | $2.9M | 152 | Under 3 |
| Fast food and sandwich shops | 72 | #75 of 537 | 22 | 12.0 | $3M | 100 | 25 |
| Landscaping and lawn care | 71 | #54 of 399 | 5 | 2.7 | $4.3M | 146 | 7 |
| Lawn, cleaning and pest control | 68 | #72 of 481 | 8 | 4.4 | $2.7M | 160 | 13 |
| Martial arts and dance studios | 67 | #63 of 378 | 6 | 3.3 | $2.4M | 119 | Under 3 |
| Collision repair and body shops | 66 | #79 of 387 | 6 | 3.3 | $3.4M | 109 | Under 3 |
| Restaurants and cafes | 65 | #129 of 538 | 176 | 96.2 | $381K | 103 | 68 |
| Spas and skin care | 63 | #119 of 504 | 13 | 7.1 | $1.3M | 151 | Under 3 |
| Pet grooming and boarding | 61 | #107 of 387 | 6 | 3.3 | $2.4M | 95 | 4 |
| Yoga, Pilates and fitness studios | 58 | #42 of 112 | 5 | 2.7 | $2.9M | 71 | 3 |
| Hair salons | 57 | #189 of 538 | 40 | 21.9 | $430K | 100 | 7 |
| Convenience stores | 57 | #216 of 529 | 21 | 11.5 | $5.1M | 65 | 4 |
| Sit-down restaurants | 55 | #216 of 538 | 94 | 51.4 | $713K | 107 | 34 |
| Insurance agencies | 51 | #253 of 537 | 17 | 9.3 | $1.9M | 147 | 20 |
| Salons, barbers and spas | 51 | #258 of 538 | 73 | 39.9 | $236K | 111 | 14 |
| Gyms, studios and classes | 51 | #280 of 535 | 33 | 18.0 | $436K | 66 | 3 |
| Electricians | 48 | #166 of 295 | 6 | 3.3 | $7.8M | 65 | 13 |
| Pet businesses | 48 | #300 of 527 | 21 | 11.5 | $688K | 78 | 12 |
| Gyms | 47 | #292 of 506 | 22 | 12.0 | $655K | 50 | 3 |
| Real estate | 46 | #310 of 536 | 39 | 21.3 | Index only | 146 | 17 |
| Real estate agents and brokers | 46 | #317 of 533 | 30 | 16.4 | Index only | 150 | 11 |
| Child care and preschools | 45 | #278 of 454 | 11 | 6.0 | $595K | 59 | 8 |
| Gas stations | 45 | #327 of 536 | 33 | 18.0 | $1.6M | 66 | 25 |
| Grocery stores | 44 | #325 of 506 | 17 | 9.3 | $6.3M | 68 | 8 |
| Funeral homes | 41 | #233 of 365 | 7 | 3.8 | $382K | 56 | 6 |
| Veterinarians | 41 | #258 of 398 | 8 | 4.4 | $1.8M | 66 | 8 |
| Chiropractors | 41 | #283 of 426 | 13 | 7.1 | $1.9M | 79 | 10 |
| Grocery and convenience stores | 38 | #402 of 538 | 63 | 34.4 | $1.7M | 50 | 12 |
| Nail salons | 34 | #309 of 387 | 13 | 7.1 | $1.3M | 79 | 5 |
| Property management | 30 | #153 of 180 | 7 | 3.8 | Index only | 63 | Under 3 |
| HVAC and plumbing | 29 | #436 of 476 | 19 | 10.4 | $2.5M | 52 | 19 |
| Home repair trades | 28 | #487 of 526 | 36 | 19.7 | $1.3M | 54 | 38 |
| Roofing and gutters | 26 | #268 of 288 | 11 | 6.0 | $4.3M | 51 | 6 |
| Physical therapy | Not scored | Not scored | 4 | 2.2 | $6.1M | 255 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 3 | 1.6 | $8.2M | 261 | 3 |
| Primary care and pediatrics | Not scored | Not scored | 3 | 1.6 | $8.2M | 460 | 8 |
| Dry cleaners | Not scored | Not scored | 2 | 1.1 | $17M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 1.1 | $10.7M | Too few | 6 |
| Laundromats | Not scored | Not scored | 2 | 1.1 | $17M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.1 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.1 | $10.1M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 1.1 | $7.2M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.5 | $21.4M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Sparta 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 | $20.2M | $1,102 | 115 |
| Gasoline and other fuels | $51.8M | $2,828 | 109 |
| Food away from home | $67M | $3,663 | 90 |
| Groceries | $107.2M | $5,858 | 93 |
| Personal care products and services | $17.2M | $940 | 94 |
| Child care and other personal services | $6.5M | $357 | 62 |
| Memberships, classes and admissions | $14.4M | $787 | 80 |
| Medical and dental services | $24.6M | $1,342 | 104 |
| Pets | $14.4M | $790 | 87 |
| Clothing, shoes and related services | $34M | $1,860 | 90 |
| Vehicle insurance | $31.5M | $1,720 | 88 |
| Home repairs, maintenance and insurance | $47M | $2,571 | 85 |
| Lawn care, cleaning and other household services | $21.4M | $1,171 | 83 |
| Rent and homeowner costs | $245.9M | $13,435 | 81 |
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 Sparta area
- Population, 2025 estimate
- 46,572+0.6% since 2020
- Households
- 18,301
- Median age
- 40.0
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 901 sq. mi.
- People per square mile
- 51
- Median household income
- $69,467
- Average household income
- $87,535
- Median home value
- $210,000
- Jobs located here
- 19,806
- Daytime population
- 44,513Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Sparta 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 Sparta 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 Sparta area 1
- Monroe County, WI46,208 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 Sparta, WI area growing?
Population estimates put the Sparta area at 46,572 people in 2025, up 0.6% since 2020, slower than the U.S. (+3.1%). It has 18,301 households.
How much do households in the Sparta, WI area spend?
Households in the Sparta area spend about $245.9M a year on rent and homeowner costs, $107.2M on groceries and $67M on food away from home. Relative to the U.S., household spending in the Sparta area runs highest on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and lowest on child care and other personal services (62).
Which business types have the highest market scores in the Sparta, WI area?
Of the business types scored in the Sparta area, medical and dental practices (84); dentists and orthodontists (78); and clothing, shoe and laundry businesses (78) have the highest Groundwork market scores. For medical and dental practices, that ranks #13 of 538 scored small-town markets.
How does the Sparta, WI area compare with the U.S.?
Median household income in the Sparta area is $69,467, 14% below the U.S. median of $80,734. The population rose 0.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $210,000, against $332,700 for the U.S. Against the U.S., map listings per household run highest for grocery and convenience stores (84% above the U.S. rate) and lowest for medical and dental practices (66% 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. 44 of the 56 business types have a score in the Sparta 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 Sparta 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.
All markets in Wisconsin · Every U.S. market · How we measure
Screening a site or an acquisition in the Sparta 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 Sparta 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.