Small-town market profile · Wisconsin
Stevens Point-Plover, WI area market data
Population, household spending and competition for 56 business types in the Stevens Point-Plover area, each scored against other small-town markets.
- Population, 2025
- 71,943
- +2.2% since 2020
- Households
- 29,679
- Median household income
- $76,070
- +29.3% vs. 2015–2019, before inflation
- Median home value
- $243,100
- Jobs located here
- 33,759
- Highest market score
- 87
- Tire shops, #5 of 431 scored small-town markets
A site report maps the competitors on map listings around any address in the Stevens Point-Plover area by name and distance, and the households and spending within reach. Or open the report at the center of the Stevens Point-Plover 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 71,943 people live in the Stevens Point-Plover area, in 29,679 households. Between 2020 and 2025, the population of the Stevens Point-Plover area grew 2.2%, slower than the U.S. (+3.1%). The median household income in the Stevens Point-Plover area is $76,070 a year, 6% below the U.S. median of $80,734. That rose 29.3% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Stevens Point-Plover area 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 (67).
The highest Groundwork market scores in the Stevens Point-Plover area are for tire shops (87), optometrists and eye clinics (86) and veterinarians (86). The Stevens Point-Plover area ranks #5 of 431 scored small-town markets for tire shops.
The Stevens Point-Plover area is made up of one county, Portage County. For its number of households, the Stevens Point-Plover area has the most map listings, relative to the U.S., for pet grooming and boarding businesses (78% above the U.S. rate) and the fewest for pizza places (50% below the U.S. rate).
All 56 business types in the Stevens Point-Plover area
Highest Groundwork market score first. Each score compares the Stevens Point-Plover 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 |
|---|---|---|---|---|---|---|---|
| Tire shops | 87 | #5 of 431 | 8 | 2.7 | $4.2M | 168 | 3 |
| Optometrists and eye care | 86 | #4 of 400 | 6 | 2.0 | $6.9M | 221 | 5 |
| Veterinarians | 86 | #8 of 398 | 7 | 2.4 | $3.5M | 130 | 5 |
| Car washes and detailing | 84 | #8 of 441 | 8 | 2.7 | $4.2M | 167 | Under 3 |
| Clothing and shoe stores | 83 | #17 of 536 | 29 | 9.8 | $2M | 156 | 5 |
| Clothing, shoes and laundry | 83 | #18 of 536 | 43 | 14.5 | $1.3M | 152 | 5 |
| Gas stations | 82 | #19 of 536 | 23 | 7.7 | $3.7M | 156 | 23 |
| Auto repair and car care | 81 | #20 of 538 | 87 | 29.3 | $388K | 144 | 40 |
| Electricians | 79 | #3 of 295 | 7 | 2.4 | $11.4M | 95 | 10 |
| Pizza | 79 | #20 of 520 | 12 | 4.0 | $9.5M | 188 | 53 |
| HVAC and plumbing | 76 | #24 of 476 | 14 | 4.7 | $5.7M | 120 | 19 |
| Grocery and convenience stores | 75 | #43 of 538 | 67 | 22.6 | $2.7M | 79 | 8 |
| Auto repair shops | 75 | #43 of 538 | 57 | 19.2 | $591K | 133 | 33 |
| Grocery stores | 75 | #48 of 506 | 20 | 6.7 | $9M | 96 | 7 |
| Laundromats | 74 | #21 of 150 | 6 | 2.0 | $9.6M | 77 | Under 3 |
| Barbershops | 74 | #47 of 377 | 9 | 3.0 | $3.2M | 172 | 3 |
| Property management | 72 | #16 of 180 | 5 | 1.7 | Index only | 149 | 6 |
| Child care and preschools | 72 | #63 of 454 | 12 | 4.0 | $962K | 96 | 9 |
| Pet stores | 69 | #35 of 220 | 7 | 2.4 | $3.5M | 78 | 3 |
| Bakeries and dessert shops | 69 | #68 of 507 | 24 | 8.1 | $4.8M | 115 | 13 |
| Convenience stores | 69 | #97 of 529 | 29 | 9.8 | $6.2M | 78 | Under 3 |
| Collision repair and body shops | 68 | #68 of 387 | 12 | 4.0 | $2.8M | 91 | 7 |
| Physical therapy | 67 | #77 of 400 | 14 | 4.7 | $3M | 123 | 11 |
| Home repair trades | 66 | #88 of 526 | 36 | 12.1 | $2.2M | 91 | 35 |
| Funeral homes | 65 | #91 of 365 | 5 | 1.7 | $775K | 114 | 6 |
| Doctors, dentists and clinics | 64 | #137 of 538 | 161 | 54.2 | $258K | 169 | 119 |
| Fast food and sandwich shops | 64 | #147 of 537 | 44 | 14.8 | $2.6M | 85 | 53 |
| Nail salons | 62 | #118 of 387 | 16 | 5.4 | $1.8M | 109 | Under 3 |
| Coffee shops and cafes | 60 | #163 of 529 | 35 | 11.8 | $3.3M | 88 | 13 |
| Dentists and orthodontists | 59 | #179 of 526 | 32 | 10.8 | $1.3M | 132 | 24 |
| House cleaning | 58 | #46 of 142 | 6 | 2.0 | $6M | 94 | 14 |
| Sit-down restaurants | 57 | #196 of 538 | 151 | 50.9 | $757K | 114 | 72 |
| Martial arts and dance studios | 54 | #155 of 378 | 13 | 4.4 | $2M | 98 | 11 |
| Spas and skin care | 53 | #216 of 504 | 31 | 10.4 | $943K | 108 | 6 |
| Real estate | 53 | #230 of 536 | 67 | 22.6 | Index only | 143 | 28 |
| Hair salons | 53 | #247 of 538 | 71 | 23.9 | $412K | 96 | 19 |
| Salons, barbers and spas | 52 | #248 of 538 | 127 | 42.8 | $230K | 108 | 30 |
| Pet businesses | 52 | #256 of 527 | 42 | 14.2 | $589K | 67 | 16 |
| Real estate agents and brokers | 51 | #249 of 533 | 57 | 19.2 | Index only | 133 | 16 |
| Landscaping and lawn care | 50 | #187 of 399 | 17 | 5.7 | $2.1M | 73 | 24 |
| Chiropractors | 49 | #225 of 426 | 23 | 7.7 | $1.8M | 75 | 13 |
| Roofing and gutters | 48 | #156 of 288 | 15 | 5.1 | $5.3M | 63 | 6 |
| Lawn, cleaning and pest control | 48 | #252 of 481 | 25 | 8.4 | $1.4M | 86 | 38 |
| Restaurants and cafes | 48 | #281 of 538 | 357 | 120.3 | $320K | 86 | 140 |
| Yoga, Pilates and fitness studios | 45 | #73 of 112 | 11 | 3.7 | $2.3M | 57 | 11 |
| Gyms | 45 | #313 of 506 | 29 | 9.8 | $882K | 68 | 11 |
| Pet grooming and boarding | 42 | #258 of 387 | 19 | 6.4 | $1.3M | 51 | 8 |
| Insurance agencies | 41 | #347 of 537 | 46 | 15.5 | $1.1M | 90 | 31 |
| Gyms, studios and classes | 40 | #386 of 535 | 53 | 17.9 | $483K | 73 | 22 |
| Dry cleaners | Not scored | Not scored | 4 | 1.3 | $14.4M | 92 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 1.3 | Index only | 265 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 4 | 1.3 | $10.4M | 583 | 63 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.0 | $11.2M | 82 | 3 |
| Pest control | Not scored | Not scored | 2 | 0.7 | $18.1M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.3 | Index only | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in the Stevens Point-Plover 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 | $33.7M | $1,136 | 119 |
| Gasoline and other fuels | $85.8M | $2,889 | 111 |
| Food away from home | $114.4M | $3,853 | 95 |
| Groceries | $179.1M | $6,036 | 96 |
| Personal care products and services | $29.2M | $985 | 98 |
| Child care and other personal services | $11.5M | $389 | 67 |
| Memberships, classes and admissions | $25.6M | $862 | 88 |
| Medical and dental services | $41.5M | $1,400 | 109 |
| Pets | $24.7M | $834 | 92 |
| Clothing, shoes and related services | $57.6M | $1,942 | 94 |
| Vehicle insurance | $52.1M | $1,756 | 90 |
| Home repairs, maintenance and insurance | $80M | $2,695 | 89 |
| Lawn care, cleaning and other household services | $36.2M | $1,220 | 86 |
| Rent and homeowner costs | $413.9M | $13,947 | 84 |
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 Stevens Point-Plover area
- Population, 2025 estimate
- 71,943+2.2% since 2020
- Households
- 29,679
- Median age
- 40.0
- Homes lived in by their owners
- 70%
- Vehicles per household
- 2.0
- Land area
- 801 sq. mi.
- People per square mile
- 88
- Median household income
- $76,070+29.3% vs. 2015–2019, before inflation
- Average household income
- $94,142
- Median home value
- $243,100
- Jobs located here
- 33,759
- Daytime population
- 69,944Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Stevens Point-Plover 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 Stevens Point-Plover 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 Stevens Point-Plover area 1
- Portage County, WI70,832 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 Stevens Point-Plover, WI area growing?
Population estimates put the Stevens Point-Plover area at 71,943 people in 2025, up 2.2% since 2020, slower than the U.S. (+3.1%). It has 29,679 households. Against the 2015–2019 survey, median household income rose 29.3%, before inflation.
How much do households in the Stevens Point-Plover, WI area spend?
Households in the Stevens Point-Plover area spend about $413.9M a year on rent and homeowner costs, $179.1M on groceries and $114.4M on food away from home. Relative to the U.S., household spending in the Stevens Point-Plover area 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 (67).
Which business types have the highest market scores in the Stevens Point-Plover, WI area?
Of the business types scored in the Stevens Point-Plover area, tire shops (87), optometrists and eye clinics (86) and veterinarians (86) have the highest Groundwork market scores. For tire shops, that ranks #5 of 431 scored small-town markets.
How does the Stevens Point-Plover, WI area compare with the U.S.?
Median household income in the Stevens Point-Plover area is $76,070, 6% below the U.S. median of $80,734. The population rose 2.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $243,100, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (78% above the U.S. rate) and lowest for pizza places (50% 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. 49 of the 56 business types have a score in the Stevens Point-Plover 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 Stevens Point-Plover 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 Stevens Point-Plover 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 Stevens Point-Plover 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.